随着外卖新规的落地实施，行业迎来深度调整期。消费者感知到配送费用与红包补贴的变化，商家则面临规则重塑与竞争加剧的双重挑战。平台合规成本显 著提升，市场竞争格局亦在演变，如何构建更健康、可持续的外卖生态成为核心议题。 12月12日，搜狐酒业播主毕然连线世界中餐业联合会外卖委执行主席、行业专家安神，开启搜狐酒馆第46期节目，聚焦探讨"告别外卖低价时代"下的行业新 局，直播热度33万+。 本次对话中，安神指出当前新规促使平台优化算法与履行责任，但商家普遍存在阶段性迷茫。新规将推动市场向品质外卖演进，而非简单告别低价，其核心 是在竞争中用更优产品与服务赢得消费者。他强调，新规长远利于构建公平环境，但不会颠覆高度依赖外卖的现有模式，行业健康发展需依托平台正向引 导、商家主动适应及骑手权益保障，消费者选择应优先考虑信誉良好的品牌与经透明化验证的产品。 以下是直播全文摘要，供行业人士参考。 毕然：安神老师，新规实施已有一个多月，从您接触的餐饮商家端来看，他们最集中的反馈或困惑是什么？ 安神：商家端目前普遍比较迷茫。新规出台后，大家对外卖未来的方向、平台的补贴政策、以及平台会如何具体落地执行国家政策，都存在很多疑问。整体 上 ...

Core Viewpoint - The National Market Regulation Administration has implemented a recommended national standard for food delivery platforms to address issues such as "ghost deliveries," irrational competition, and insufficient protection of delivery personnel's rights. Merchant Management - To combat "ghost deliveries," merchants must provide a video with store location for verification, and platforms must conduct both initial and dynamic audits based on potential risks [3] - Platforms are encouraged to provide "order surge" warnings to merchants and inform consumers of busy statuses to promote rational ordering [4] Pricing Behavior - The standard outlines three types of fees: technology service fees, delivery service fees, and promotional service fees [5] - Platforms must disclose complete settlement details to merchants, including fee composition, rates, and actual amounts received [6] Competition Issues - Platforms must bear the costs of promotional activities and cannot impose unreasonable conditions on merchants for participation [7] - Merchants' promotional autonomy must be respected, preventing platforms from forcing or indirectly coercing merchants into selling below cost [7] Delivery Personnel Rights Protection - Platforms should limit delivery personnel's working hours and establish fatigue alerts and mandatory rest periods, prohibiting forced overtime through algorithms or incentives [9] - Delivery routing algorithms must consider various factors for efficient planning, with a maximum average speed of 15 km/h for electric bicycles [9] - Responsibilities for compliance, social security, and labor compensation must be clearly defined for both platforms and partner companies [9] Consumer Rights Protection - Platforms must establish a consumer rights protection system to ensure timely responses and safeguard consumers' rights to information, choice, and safety [10] - Price promotions must be applied equally to consumers under the same conditions, avoiding unreasonable differential treatment [10] - Automatic renewals or extensions must be clearly communicated to consumers in advance [10] Personal Information Protection - Platforms must collect consumer personal information reasonably and ensure informed consent, prohibiting unsolicited commercial communications without consent [11] Complaint and Appeal Processes - Platforms must clarify procedures for merchant violations, ensuring responses to merchant appeals within 3 hours and completion of reviews within 4 days [12] - Clear channels and simplified processes for delivery personnel appeals must be established [13] - A tiered response mechanism for consumer complaints should be implemented, with immediate human responses for serious issues [14]

Group 1: Global Economic Outlook - Major global economies are expected to end their interest rate cuts by the end of 2026, with the OECD predicting only two more rate cuts by the Federal Reserve, bringing the rate down to 3.25%-3.50% [2] - The European Central Bank is set to begin its easing cycle in June 2024, with a total of eight rate cuts anticipated [2] - Japan is experiencing a unique tightening cycle, potentially accelerating rate hikes to counter inflation pressures from new government policies [3] Group 2: China's Monetary Policy - The People's Bank of China conducted a 10 trillion yuan reverse repurchase operation, indicating a focus on maintaining liquidity in the market [4] - Despite the need for more aggressive monetary policy due to slowing economic growth, the central bank has remained silent on interest rate cuts, emphasizing long-term policy adjustments [5] Group 3: E-commerce and Delivery Standards - New national standards for food delivery platforms have been implemented, focusing on the rights of delivery personnel and ensuring fair labor practices [6] - The standards require platforms to calculate delivery times based on a maximum speed of 15 km/h for electric bike riders, which may impact delivery efficiency [7] Group 4: Real Estate Market Trends - The second-hand housing market in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen showed significant increases in transaction volumes in November, driven by demand for affordable housing [8] - The overall market remains in a state of price-volume exchange, with some cities showing signs of price stabilization, but the recovery foundation is still fragile [9] Group 5: E-sports Industry Growth - The Chinese e-sports industry is projected to generate 29.331 billion yuan in revenue by 2025, with a year-on-year growth of 6.4% [10] - Live streaming continues to dominate revenue sources, accounting for over 80% of total income, indicating a reliance on consumer engagement [10][11] Group 6: Meta's Strategic Shift - Meta's CEO Mark Zuckerberg plans to cut the budget for the metaverse project by up to 30%, shifting focus towards AI and related hardware products [12] - The metaverse sector has seen slow technological advancement, leading to a strategic pivot towards AI, which presents clearer business opportunities [12] Group 7: Stock Market Performance - The stock market experienced a rebound, with significant gains in the Shanghai Composite Index and the ChiNext Index, driven by expectations of potential interest rate cuts [14] - The trading volume increased significantly, indicating active market participation and a potential shift in investor sentiment [14][15]

针对近年来外卖行业存在的"幽灵外卖"、非理性竞争以及外卖配送员权益保障不足等问题，外卖平台服 务管理终于迎来了全国性标准依据。近日，市场监管总局发布实施推荐性国家标准《外卖平台服务管理 基本要求》，为进一步优化外卖平台服务管理、切实保障多元主体合法权益、促进外卖行业创新和健康 发展提供支撑。 标准的生命力在于执行。北京市市场监管局副局长周小丰表示，市场监管部门将努力当好"解说员"，组 织面向全市主要外卖平台的系列培训，帮助企业准确理解条款内涵与要求；当好"监督员"，把国家标准 的核心内容融入对平台企业的合规评价体系中，持续推动标准有效实施。对于标准中明令禁止的行为， 加大监管力度，确保标准"长出牙齿"；当好"共建者"，及时总结北京在标准落地中的有效经验和典型案 例，为全国平台经济治理标准化工作提供来自一线实践的"北京样本"。 （文章来源：经济日报） 市场监管总局网监司副司长王丹丹介绍，国家标准一方面加强商户的入驻管理，除要求商户提供相应证 照信息外，还要审核商户实际经营环境，对符合条件的商户要标注"堂食"字样。另一方面，强化运营管 理。平台要公示商户有效的经营资质，加强食品安全风险识别，持续开展对商户日常运营 ...

（原标题：新国标给外卖平台立规矩，今年相关企业注册量已超去年全年） 企查查数据显示，从经营时间来看，外卖相关现存企业多成立于近三年，其中成立年限在1-3年的相关 企业最多，占比39.47%。成立年限在1年内的相关企业占比30.90%。成立年限在10年以上的相关企业占 比仅为2.43%。 据央视新闻报道，今年以来，几家外卖平台企业为争夺即时零售流量入口，反复发起"百亿补贴""大额 神券"等外卖大额补贴活动，加剧了餐饮市场"内卷"。为引导行业良好发展，12月4日，由市场监管总局 组织起草的《外卖平台服务管理基本要求》正式发布。标准对外卖平台的服务管理提出了基本要求，以 保障商户、配送员和消费者等主体的合法权益。分为六部分核心内容，包含总体要求、商户管理、价格 行为、配送员权益保障、消费者权益保护、投诉、申诉及处置。 3.相关企业多集中分布在华东地区 企查查数据显示，截至12月5日，国内现存外卖相关企业361.11万家。注册量方面，近十年相关企业注 册量呈显著增长态势，2024年全年注册相关企业112.76万家，同比增长4.77%。截至目前，今年已注册 114.31万家相关企业，超去年全年注册水平，其中前11月注册 ...

Core Viewpoint - The new national standard for food delivery platforms aims to address issues such as "ghost deliveries," irrational competition, and insufficient protection of delivery personnel's rights, thereby enhancing service quality and ensuring fair competition in the market [1][3]. Group 1: Issues Addressed by the New Standard - The new standard emphasizes the need for stricter management of merchant onboarding to prevent "ghost deliveries," requiring platforms to verify the legitimacy of new merchants and their operating environments [3][4]. - Platforms are mandated to conduct random checks and monitoring of merchant information to eliminate the possibility of "ghost deliveries" [4]. - The standard promotes transparency in food preparation through initiatives like "Internet + Bright Kitchen," allowing consumers to see the food preparation process via video monitoring [4][5]. Group 2: Merchant Rights and Promotional Practices - The new standard addresses the impact of aggressive subsidy wars on merchants, clarifying that platforms must bear the costs of promotional activities and cannot pass these costs onto merchants or delivery personnel [5][6]. - It ensures that platforms cannot force or indirectly compel merchants to participate in promotional activities, nor can they interfere with merchants' pricing autonomy [5][6]. - The standard aims to prevent "involution" in competition by clearly distinguishing between platform-led promotions and merchant-led promotions [5][6]. Group 3: Delivery Personnel Rights - The new standard outlines measures to optimize delivery rules, safeguard labor income, and reduce the workload for delivery personnel [6][7]. - It specifies that platforms should consider factors like traffic, weather, and delivery difficulty when optimizing dispatch algorithms to alleviate pressure on delivery personnel [6][7]. - The standard prohibits platforms from using deductions as penalties for late deliveries and emphasizes the need for fair compensation mechanisms that align with the workload of delivery personnel [6][7]. Group 4: Implementation and Regulatory Oversight - Following the release of the new standard, regulatory bodies are tasked with ensuring its effective implementation, particularly in major markets like Beijing, where daily order volumes reach approximately 3.5 million [7]. - Regulatory authorities will integrate the core elements of the national standard into compliance evaluation systems for platform enterprises and enhance oversight to ensure adherence to the new regulations [7].

服务行业：1）商务部发言人何亚东4日在商务部例行新闻发布会上表示，岁末年初是传统的消费旺季，商务部将 坚持惠民生和促消费紧密结合，扩大优质商品和服务供给，创新消费场景，更好地满足人民美好生活需要。何亚 东介绍，商务部将加快推进消费新业态、新模式、新场景试点和国际化消费环境建设工作，打造更加舒适便捷的 消费环境。2）12月2日，《外卖平台服务管理基本要求》国家标准发布实施。针对社会广泛关注的外卖平台非理性 竞争，标准提出外卖平台开展价格促销时不能扰乱市场价格认知与正常秩序。标准除直接限制非理性竞争行为外， 还通过提高外卖餐品质量、在算法中为配送员"降速"以及加强消费者权益保护等多个方面形成系统性合力，促进 外卖行业市场竞争回归理性。 数据来源：iFind，华泰期货研究院 行业总览 宏观日报 | 2025-12-05 上游：1）有色：铜价格回升较多。2）能源：液化天然气价格下行。3）化工：尿素价格回落。 关注下游年末促销进展 中观事件总览 生产行业：中国自主研发CPU发布。 1）4日下午，商务部新闻发言人就开展稀土相关物项出口管制进行了回应。 商务部新闻发言人何亚东：中国政府依法依规开展稀土相关物项的出口管制工作 ...

保障商户自主权。标准提出，要充分保障商户经营的自主权，平台不能通过各种方式强制或者变相 强制商户参与促销活动，应当充分保障参与平台价格促销商户的自主定价权。对未参与平台价格促销的 商户，平台不能采取降低自然搜索排序、限制流量等行为进行限制。 外卖平台是连接餐饮商户、消费者、配送员的枢纽，是平台经济的重要组成部分。今年上半年，外 卖平台竞争加剧，平台企业之间非理性竞争导致了明显的负外部效应，出现了诸如市场价格信号失灵、 平台内商户利益受损、餐品服务质量降低以及食品浪费等一系列问题，引起广泛关注。 12月2日，《外卖平台服务管理基本要求》推荐性国家标准发布实施。12月4日，主要外卖平台发布 执行该标准的声明。针对外卖平台服务管理中的突出矛盾和关键短板，该标准如何引导外卖平台规范服 务管理行为，提升服务质量？记者采访了国家市场监督管理总局有关负责人。 平台不能强制商户参与促销 问：针对社会广泛关注的外卖平台非理性竞争，标准将如何规范？ 答：部分外卖平台以过度"补贴"等方式开展竞争，大量平台内商户被裹挟其中，陷入"不参与没流 量、参与没利润"的困境。这种非理性竞争扰乱了价格体系，挤压了商户合理利润空间，甚至可能带来 ...

针对近年来外卖行业存在的"幽灵外卖"、非理性竞争以及外卖配送员权益保障不足等问题，近日，市场 监管总局发布实施推荐性国家标准《外卖平台服务管理基本要求》（下称"标准"）。 市场监管总局12月4日召开新闻发布会对标准做出解读，有关负责人表示，标准聚焦平台内商户管理， 引导外卖平台切实履行食品安全主体责任；明确平台收费规则及促销活动管理要求，推动各类收费信息 透明化、促销规则合理化，营造公平有序的市场竞争环境。 后续，三家主要外卖平台将分别发布执行标准要求的自我声明，充分提升标准在平台经济领域的影响力 与执行力，强化行业自律和社会监督，为全面提升平台经济治理能力，共同营造平台经济领域公平竞争 的市场环境。 回应"幽灵外卖" 平台抽查商户每月不应少于5% 随着数字化消费习惯的深化，中国外卖行业已迈入高质量发展新阶段，成为拉动消费、便利民生的重要 引擎。 中国报告大厅发布的《2025—2030年中国餐饮外卖行业市场调查研究及投资前景分析报告》指出，2025 年外卖市场规模预计突破1.8万亿元，占社会消费品零售总额11.4%，网上外卖用户规模达5.45亿人。 然而，高速发展背后，"幽灵外卖"、非理性竞争以及外卖配送员权 ...

央视网消息：针对近年来外卖行业存在的"幽灵外卖"等问题，市场监管总局发布实施国家标准《外卖平 台服务管理基本要求》，规范商户入驻审核、加强动态监管，进一步压实外卖平台主体责任，筑牢食品 安全防线。 优化用工管理 保障配送员合法权益 近年来，外卖配送员权益保障受到社会广泛关注，《外卖平台服务管理基本要求》国家标准从优化配送 规则、保障劳动收入、降低劳动强度等方面，保障配送员权益。 针对"幽灵外卖"等乱象，标准明确平台应设置专门的团队和人员，通过人工或技术手段对商户提供的信 息进行审查，除要求商户提供相应证照等信息外，还要审查商户实际经营环境，对符合条件的商户标 注"堂食"字样，不符合入驻要求的商户不得上线经营。 标准提出平台应强化运营管理，通过公示商户有效的经营资质，保障消费者知情权。当出现客诉集中、 实际经营地址与登记地址不一致等情况时，需进一步核实商户信息并采取相关措施。此外，标准提出外 卖平台应对商户信息进行抽查和监测，每月抽查比例不少于5%，不断加强对商户日常运营的动态审 核。 标准还提出，积极推进"互联网+明厨亮灶"，商户可以通过视频监控联网，将餐饮食品加工制作的关键 过程实时公开；同时，鼓励平台为商 ...