Core Viewpoint - Meituan Waimai is implementing a series of marketing tool reforms to combat low-quality, low-price "involution" competition in the food delivery industry [1][2][3] Group 1: Marketing Tool Reforms - Meituan Waimai has reduced the weight of merchant marketing activities in traffic recommendations and eliminated the "activity richness" scoring module [1] - Since the initiation of the marketing tool optimization, merchant subsidies for discount activities have decreased by 15%, and the number of merchants using large discount activities has dropped by 85% [1][2] Group 2: Consumer Trust and Order Growth - The introduction of "Internet + Bright Kitchen" has significantly increased consumer trust, leading to a 23% reduction in complaint rates and over 5% growth in merchant order volumes [2] Group 3: Intelligent Monitoring System - Meituan Waimai has established an intelligent monitoring system to prevent excessive marketing subsidies, providing automatic alerts and personalized cost-reduction suggestions when spending exceeds normal ranges [3] - The system will switch merchants from automatic to manual order acceptance if their marketing expenses exceed product prices, offering temporary subsidies to alleviate operational pressure [3] Group 4: Fair Competition and Quality Focus - The company is regulating "套路式营销" (trick marketing) practices to maintain a fair market, such as prohibiting misleading discount displays [3] - Meituan Waimai aims to shift the focus from price competition to quality by providing more visibility for high-quality products and encouraging merchants to highlight their core advantages [3]