Core Viewpoint - The article discusses the struggles of small restaurant businesses in first-tier cities, particularly focusing on the impact of delivery platforms on their profitability and operational viability. It highlights how rising costs and complex fee structures imposed by these platforms are squeezing margins and leading to closures of many small eateries [5][6][37]. Group 1: Business Challenges - A small restaurant in Shenzhen, after 10 years of stable operation, faced declining profits due to increased reliance on delivery platforms, which began offering higher consumer discounts funded largely by the merchants themselves [5][6]. - The restaurant's revenue from delivery orders increased, but net profits fell significantly, with nearly 40% of costs going to delivery platforms [6][7]. - By the end of 2024, online food delivery users in China reached 545 million, with over 480 billion orders, leading to higher operational costs for merchants as platform commissions rose [7][8]. Group 2: Fee Structures and Transparency - The article explains the complex fee structures of delivery platforms, where the actual commission is often obscured by various charges such as delivery service fees and promotional subsidies, leading to confusion among merchants [10][15][20]. - For example, a delivery order of 26 yuan resulted in a merchant receiving only 14.32 yuan after deducting comprehensive fees, which amounted to 45% of the total order value [10][20]. - Merchants often find themselves in a position where they are unaware of the true costs associated with each order due to the lack of transparency in the platforms' fee calculations [20][27]. Group 3: Marketing and Promotion Costs - Merchants are compelled to invest in paid promotions to improve visibility on delivery platforms, but these efforts often yield diminishing returns, leading to a cycle of increased spending without guaranteed sales [22][24]. - A coffee shop owner experienced a temporary boost in sales through paid promotions and "brushing" (fake orders) but ultimately found the costs outweighed the benefits, leading to a return to lower sales volumes [24][25]. - The reliance on paid promotions and the need for constant investment in marketing to maintain visibility has created a challenging environment for small businesses, with many unable to sustain profitability [25][32]. Group 4: Market Trends and Closure Rates - The article notes that in 2024, the online food delivery sector accounted for approximately 26% of the restaurant industry's market share, with a total market size of 1.6357 trillion yuan [37]. - Despite the growth in the delivery market, the number of restaurant closures reached 4.09 million in 2024, indicating a closure rate of 61.2%, highlighting the unsustainable nature of many small eateries in the current market [37][38]. - The narrative concludes with the story of a small dessert shop that ultimately closed due to the inability to compete with larger, more established brands and the overwhelming costs associated with maintaining an online presence [38].