Core Viewpoint - The Shanghai market regulatory authorities have taken action against platforms like Ele.me, requiring them to implement significant rectifications in response to the ongoing "takeout war" and related promotional practices [2][5]. Group 1: Regulatory Actions - Shanghai's market regulatory department has conducted talks with Ele.me and other platforms, mandating three key rectifications: the complete removal of "zero-yuan purchase" promotions, a significant reduction in the scope of free meal marketing, and the establishment of a special task force to enhance activity monitoring, price control, and rider rights protection [1][2]. - The National Market Supervision Administration previously held discussions with major platforms including Ele.me, Meituan, and JD.com, urging them to comply with legal regulations and promote fair competition [2][4]. Group 2: Industry Response - In light of the intensified competition, major platforms have launched various promotional campaigns, including significant discounts and "zero-yuan" offers, which have led to record-high order volumes [5][6]. - Meituan reported a daily order volume exceeding 1.5 billion as of July 12, a notable increase from 1.2 billion the previous week, while Taobao Flash Sale announced a new high of 80 million daily orders [5]. Group 3: Future Strategies - Following the regulatory actions, major platforms are pivoting to new strategies. Meituan has initiated a "Ten Thousand Brands" plan to support 10,000 well-known restaurant brands, while JD.com has launched a "Dish Partner" recruitment plan with a cash investment of 1 billion yuan [7]. - JD.com has emphasized its focus on reducing industry commissions, ensuring rider benefits, and promoting quality takeout, distancing itself from the recent aggressive subsidy practices [6][7].

Core Viewpoint - The recent "subsidy war" among food delivery platforms has led to a surge in consumer orders but has also put significant pressure on merchants, prompting calls for a return to value-based competition in the industry [1][2]. Group 1: Industry Concerns - The China Chain Store & Franchise Association (CCFA) has issued a call to action against the escalating price competition driven by capital, which disrupts fair market practices and threatens the sustainable development of the industry [2][3]. - The CCFA urges platforms to cease coercive practices that force merchants into subsidy activities and to avoid monopolistic behaviors such as "exclusive cooperation" and "forced participation" in promotions [2][3]. Group 2: Recommendations for Platforms - The CCFA recommends that platforms publicly disclose their algorithm rules and subsidy mechanisms to ensure transparency in order distribution and subsidy allocation, allowing merchants to maintain control over their pricing and operational decisions [2][3]. - The association emphasizes the importance of adhering to safety and quality standards for products and services, discouraging practices that mislead consumers through inflated prices followed by discounts [2][3]. Group 3: Merchant Responses - Local merchant associations, such as the one in Zunyi, Guizhou, have echoed the CCFA's concerns, highlighting that extreme subsidy practices lead to a vicious cycle where merchants either lose customers by not participating or incur losses by participating [3]. - These associations advocate for the protection of merchants' rights, voluntary participation in promotional activities, and support for small businesses that do not engage in subsidy wars [3].