——外卖与即时零售的中国消费创新实践 2025年以来，美团、淘宝闪购、京东等平台掀起"补贴大战"，外卖优惠券以1元撬动近7元消费的杠杆效应，让市场眼前一亮。 研究表明，每1元闪购券能带动外卖消费1.65元，更创造6.76元跨场景额外消费，明显高于国际消费券经验。 这种"小补贴"大效应不仅未挤占线下堂食，还让中小商户线上线下营收双增，尤其是最小规模商家受益最大，实现市场多赢。 外卖闪购甚至催生出"点空调、买家具"等创新消费场景，线上线下进一步融合，数字消费生态渐成主流。 尽管平台竞争激烈，监管多次介入强调理性竞争，但整体趋势积极向上。 数字经济时代，小优惠券正在催生大市场活力，为中国消费提振注入强劲动能。 （唐加文） t a r a 84 t add 8 t go 1 19-12-2 t - 0 t o ...

Core Viewpoint - The recent regulatory talks with major food delivery platforms have not significantly reduced promotional activities, as evidenced by continued high order volumes and sales for many merchants despite the discussions aimed at curbing excessive competition [1][9]. Group 1: Market Dynamics - On July 18, the State Administration for Market Regulation held talks with major platforms like Ele.me, Meituan, and JD.com, urging them to standardize promotional behaviors and engage in rational competition [1][7]. - Merchants reported that sales on July 19 were comparable to the previous week, indicating that the promotional activities were still in effect despite regulatory pressure [1][6]. - The platforms continued to issue significant discounts and coupons, with Meituan offering various food and beverage vouchers, and other platforms like Taobao and JD.com also providing substantial discounts [2][3]. Group 2: Competitive Landscape - The competition among food delivery platforms remains intense, with Ele.me gaining a larger market share at the expense of Meituan, while JD.com is also increasing its presence [10][11]. - Merchants noted that the revenue from Ele.me has surpassed that of Meituan, with Ele.me accounting for 49.7% of their delivery income, while Meituan's share has dropped to 36.9% [10]. - The ongoing promotional strategies reflect a "subsidy inertia," where platforms continue to offer discounts to retain users and maintain order volumes, despite regulatory calls to reduce aggressive pricing [9]. Group 3: Regulatory Impact - The regulatory body emphasized the need for platforms to avoid predatory pricing and adhere to laws governing e-commerce and fair competition [7][8]. - Legal experts highlighted that if platforms continue to offer products below cost to eliminate competition, it could be classified as unfair competition [8]. - The regulatory discussions have not yet led to a clear framework for enforcement, allowing platforms to navigate around the rules through combined discounts [9].

Core Viewpoint - The article discusses the diverse identities and experiences of university students, highlighting their engagement with various activities and interests, including food exploration and digital trends [4]. Group 1 - University students are characterized by a wide range of personas, reflecting their varied interests and lifestyles [4]. - The article emphasizes the trend of students becoming "store explorers" and food bloggers, showcasing their active participation in social media and local food culture [5]. - There is a mention of the popularity of discount and promotional strategies among students, indicating a savvy approach to spending [11].