网经社电子商务研究中心特约研究员、浙大管理学院院长助理王小毅认为，补贴大战与"反内卷"存在明 显矛盾：过度聚焦低价竞争，会导致资源集中于流量争夺而非服务升级，挤压商家利润空间，也可能忽 视骑手权益保障，与"共同富裕"和"高质量发展"的导向相悖。 2025年8月1日，中国外卖行业迎来历史性转折点。美团、淘宝闪购（联合饿了么）、京东外卖三大平台 罕见同步发布声明，共同承诺"规范促销行为""抵制恶性竞争"，明确叫停"0元购"等极端补贴活动，标 志着持续数月的"外卖补贴大战"正式落幕。 这场由资本驱动的价格战曾席卷全国，引发商家在盈亏间挣扎、骑手超负荷、行业生态失衡等连锁反 应。在监管介入与行业反思的双重压力下，平台竞争重心正从"烧钱抢市场"转向"服务与生态建设"。 价格战始末：从"三国杀"到集体刹车 2025年2月，京东以"百亿补贴+骑手五险一金"策略高调进军外卖市场，打破美团、饿了么的双寡头格 局，正式上线4个月，已有近200个餐饮品牌在京东外卖上销量突破百万。4月，阿里整合饿了么推出"淘 宝闪购"，并开启第一波"饿补超百亿"活动抢占市场；美团则紧急升级"闪购"品牌迎战，三足鼎立格局 形成。 7月5日，美团推出" ...

美团、京东、饿了么称将抵制恶性竞争 规范促销行为 持续一段时间的"外卖大战"熄火。8月1日，美团、京东、淘宝闪购、饿了么先后发布声明表示，坚决抵 制恶性竞争，坚决规范促销行为，杜绝不正当竞争行为，推动建立公平有序行业秩序，促进各方互利共 赢。 美团： 构建多方共赢的良好生态 当日，美团发布题为《繁荣行业生态，抵制无序竞争》的文章，文中承诺从自身做起，并积极呼吁行业 共同构建良好生态，促进餐饮服务行业规范健康持续发展。平台承诺，一是补贴活动严格遵守反垄断 法、反不正当竞争法、电子商务法、价格法、反食品浪费法等法律法规，不以显著低于成本的价格销售 商品和服务，以免严重扭曲价格信号，扰乱市场竞争秩序，造成浪费。二是开展补贴活动时，依法向商 家和消费者公示补贴信息，不对补贴总额进行夸大宣传。三是不强制或变相强制商家参加补贴活动，切 实保障商家自主定价权。四是对商家和消费者遵循无歧视原则，确保促销补贴活动的公平性，不通过选 择性补贴伤害中小商户利益。五是积极构建消费者、商家、外卖骑手和平台企业等多方共赢的良好生 态。 京东： 搭建简单透明的补贴机制 京东发布《践行主体责任和社会责任 共建外卖行业健康生态》一文。文中表示 ...

Core Viewpoint - Major Chinese e-commerce platforms, including Meituan, JD.com, Taobao Flash Sale, and Ele.me, have collectively announced their commitment to resist malicious competition and promote fair industry practices, aiming for a healthy and sustainable development of the food delivery sector [1][2][3]. Group 1: Company Commitments - Meituan has pledged to adhere strictly to various laws, including the Anti-Monopoly Law and the Anti-Unfair Competition Law, ensuring that subsidy activities do not distort market prices or harm small merchants [1]. - JD.com emphasizes the importance of a transparent subsidy mechanism and aims to eliminate harmful practices like "0 yuan purchase" promotions, focusing instead on quality and service differentiation [2]. - Taobao Flash Sale and Ele.me have committed to rationally planning subsidies based on consumer and merchant needs, ensuring merchants' rights to participate and set prices are respected [3]. Group 2: Industry Trends - The industry is moving away from capital-intensive competition towards a model driven by technology and supply chain optimization, with a focus on enhancing consumer experience and merchant profitability [4][5]. - Regulatory frameworks are expected to evolve, balancing consumer rights, merchant profits, and rider welfare, promoting a sustainable ecosystem [4][5]. Group 3: Regulatory Context - The State Administration for Market Regulation has urged major platforms to comply with relevant laws and to rationally engage in competition, fostering a win-win ecosystem for consumers, merchants, and delivery riders [5].