Core Viewpoint - The article discusses the ongoing "0 yuan purchase" promotional activities led by major instant retail platforms like Meituan, Alibaba, and JD, highlighting the intense competition and the resulting consumer excitement, while also raising concerns about service quality and long-term sustainability for businesses and platforms [1][8][11]. Group 1: Market Dynamics - The "0 yuan purchase" promotion has created a bustling market atmosphere, with consumers enjoying significant discounts on food and beverages [1][3]. - Major platforms have reported record-breaking order volumes, with Taobao Flash Sale and Ele.me surpassing 80 million daily orders, and Meituan reaching 1.5 billion orders as of July 12 [6][8]. - The promotional activities have led to a surge in orders for various food and beverage brands, creating a unique scene in stores overwhelmed with orders [6][8]. Group 2: Consumer Experience - Many consumers have shared their excitement on social media, showcasing the benefits of the "0 yuan purchase" promotions, which have allowed them to enjoy multiple items at minimal costs [3][6]. - However, some consumers have reported issues such as reduced portion sizes and longer wait times for orders, indicating a decline in service quality amidst the promotional frenzy [8][9]. Group 3: Business Challenges - Businesses are facing a dilemma; participating in the subsidy wars can lead to increased visibility but often results in minimal profit margins, as they bear a significant portion of the discounts [9][10]. - The CEO of a restaurant management company expressed concerns that the heavy reliance on subsidies is detrimental to the long-term viability of businesses, as it shifts consumer behavior away from dining in restaurants [9][14]. Group 4: Long-term Sustainability - Industry experts are questioning the sustainability of the current promotional strategies, suggesting that platforms need to transition from a subsidy-based model to one focused on service quality and customer loyalty [11][13]. - There is a consensus that achieving a balance between the interests of platforms, merchants, delivery personnel, and consumers is essential for sustainable development in the industry [14].