Core Viewpoint - The ongoing "subsidy war" among major platforms is facing regulatory intervention, with calls for platforms to return pricing power to merchants [2][5]. Group 1: Regulatory Intervention - On July 18, the State Administration for Market Regulation held talks with Ele.me, Meituan, and JD.com, demanding an end to irrational competition [2]. - Despite regulatory actions, the intensity of subsidies has not significantly decreased, with platforms continuing to offer high-value coupons and discounts [5][8]. Group 2: Impact on Order Volume - The subsidy war has led to a notable increase in order volumes, with Meituan reporting daily orders reaching historical highs of 120 million and 150 million [4]. - Taobao's flash purchase channel has maintained a stable daily subsidy amount of around 400 million yuan in recent weeks [4]. Group 3: Merchant Experiences - Merchants have experienced a divided impact; some benefited from increased sales due to substantial subsidies, while others saw little change in sales and continued profit pressure [9]. - For example, a coffee shop reported sales of 300 cups on subsidy days compared to 100 cups on non-subsidy days, while other merchants noted minimal sales fluctuations [9]. - A chain restaurant experienced a 300% increase in order volume on the first day of the subsidy event, but the average order value dropped by 20-40%, leading to a 10% decrease in profit margin after accounting for costs [9]. Group 4: Long-term Industry Health - The current subsidy strategies appear to have changed superficially, but the actual discounting intensity remains high, raising concerns about the long-term health of the industry [8]. - A researcher indicated that the "subsidy war" may only provide temporary benefits to some merchants, emphasizing the importance of sustainable industry development [8][10].