Core Viewpoint - The article discusses the shift in the burden of delivery fees from consumers to merchants in the context of intense competition among small and medium-sized businesses in the delivery service industry [1][2][10]. Delivery Fee Dynamics - In the digital economy, various instant delivery platforms are thriving, leading merchants to adopt aggressive promotional tactics, including discounts and absorbing delivery costs to attract customers [2][10]. - Globally, delivery fees are typically paid by consumers, with models in countries like the US and UK emphasizing consumer awareness of delivery costs through membership systems [4]. - In China, however, delivery fees are increasingly borne by merchants, particularly small and medium-sized ones, as platforms encourage them to absorb these costs to boost sales [5][10]. Theoretical Background of Delivery Fees - Delivery fees have evolved from being a straightforward cost to a complex variable in market competition, influenced by logistics, labor costs, and platform algorithms [7][8]. - The rise of instant delivery services has further complicated the structure of delivery fees, which now include various factors such as rider costs and peak time surcharges [8]. Merchant Behavior Regarding Delivery Fees - Merchants are often compelled to absorb delivery fees to improve their visibility and competitiveness on platforms, leading to a reliance on discounts rather than quality improvements [10][11]. - This behavior creates a "path dependency trap," where merchants focus on short-term gains at the expense of long-term brand building and customer loyalty [11][12]. Long-term Strategies for Merchants - To escape the cycle of competing on price, merchants should focus on enhancing product quality and brand recognition, moving away from the reliance on delivery fee absorption [15]. - Large chain brands exhibit resilience against price wars due to established supply chains and brand equity, allowing them to maintain order volumes without resorting to aggressive pricing strategies [11]. Recommendations for Industry Improvement - The article suggests a multi-faceted approach to address the over-competition in delivery fees, including platform governance, regulatory oversight, merchant upgrades, and consumer education [14][16]. - Platforms should shift towards a value-oriented algorithm that prioritizes quality and service stability over immediate sales metrics, thereby reducing the pressure on merchants to absorb delivery costs [14]. - Consumers should be educated to recognize the value of quality service over the lowest price, fostering a culture of rational consumption [16]. Regulatory Perspective - Regulators are encouraged to enhance fair competition rules and transparency in cost allocation, ensuring that delivery fee structures are clear and equitable [17].

Core Insights - The competition in instant retail is intensifying among Alibaba, JD.com, and Meituan, with a shift towards a unified consumer entry point and membership system to enhance AI integration [1][5] - Membership operations are becoming a core competitive advantage, with a focus on long-term user lifecycle maintenance rather than short-term marketing tactics [3][5] Group 1: Membership Strategies - Alibaba's 88VIP is normalizing large coupons and introducing dynamic subsidies, aiming to integrate more core resources and expand its membership benefits [6][12] - JD.com's PLUS membership emphasizes high-quality products and essential service benefits, enhancing user engagement through a broader range of lifestyle services [18][22] - Meituan's membership focuses on flexible local dynamic subsidies, offering a variety of small-scale discounts to cater to high-frequency local consumption [24][25] Group 2: Competitive Dynamics - All three companies are increasingly utilizing large promotional coupons and targeted subsidies to attract consumers, moving away from traditional marketing methods [2][5] - The shift towards personalized and dynamic subsidies is evident, with Meituan leveraging personalized discounts to retain users amidst competition from JD.com and Alibaba [26][29] - The integration of various services and benefits into membership programs is crucial for enhancing customer loyalty and driving consumption across different categories [18][24] Group 3: Market Trends - The trend of normalizing large discounts and dynamic subsidies is reshaping consumer engagement strategies, with companies adapting to consumer needs through targeted offers [8][12] - The competitive landscape is evolving, with companies needing to balance between expanding membership benefits and maintaining the perceived value of those memberships [14][16] - The focus on enhancing user experience through tailored services and benefits is becoming increasingly important in retaining and attracting consumers [22][31]