Core Viewpoint - The fierce competition in the food delivery market is significantly impacting the pricing power of restaurant owners, leading to a detrimental price war that they are forced to participate in [1][2][3]. Group 1: Market Dynamics - In the past three months, major platforms like JD and Alibaba have invested 80 billion yuan in subsidies for the food delivery market, resulting in a surge in daily orders from 100 million to approximately 250 million [5][6]. - The price war in the restaurant industry is intensifying, with well-known brands experiencing a decline in average transaction value. For instance, over 80% of restaurants with an average price above 100 yuan are seeing a drop in customer spending [7][8]. - The number of restaurant closures has reached 4.09 million in 2024, with a closure rate of 61.2%, indicating a severe impact from the ongoing price war [7]. Group 2: Loss of Pricing Power - Restaurant owners are losing their pricing power as the final selling price is often determined by the amount of subsidy provided, leaving them with little control over their pricing strategies [8]. - The pressure to maintain order volumes forces restaurants to accept lower prices, even in the absence of subsidies, risking their already thin profit margins [8][9]. Group 3: Future Outlook - The sustainability of the food delivery price war largely depends on the financial capabilities of the internet platforms involved. Projections indicate significant profit declines for major players like Alibaba and JD in the coming years [12][13]. - Regulatory scrutiny is increasing, with the market regulator urging platforms to adhere to legal standards and promote rational competition, which could influence the dynamics of the price war [14]. - The restaurant industry may need to accelerate its transformation to adapt to the changing market landscape, focusing on cost-effective and high-quality offerings to survive [16][18].