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美团、淘宝、京东齐发声,补贴大战“急刹车”
第一财经· 2025-08-01 06:28
Core Viewpoint - The article discusses the recent shift in the competitive landscape of food delivery platforms in China, particularly the cessation of aggressive subsidy wars, referred to as "Crazy Saturday," as major players like Meituan, Alibaba's Taobao, Ele.me, and JD.com announce a move towards more regulated promotional practices to combat unfair competition [3][6]. Group 1: Industry Response to Subsidy Wars - On August 1, Meituan, Taobao, Ele.me, and JD.com issued statements to address the rampant subsidies that have drawn public concern, pledging to resist unfair competition [6][8]. - Meituan characterized the recent subsidy competition as "disorderly," while Taobao, Ele.me, and JD.com labeled it as "malicious competition" [6][7]. - The platforms emphasized the importance of respecting merchants' autonomy in pricing and participation in promotional activities, with Meituan stating it would not exaggerate subsidy totals or force merchants into participation [7][8]. Group 2: Impact on Merchants - Merchants have expressed concerns that the subsidy wars have created a "false prosperity," with many feeling pressured to participate in promotions that ultimately harm their profitability [10][13]. - A representative from a major tea brand noted that the drastic reductions in prices due to subsidies have altered consumer behavior, making it difficult to return to normal pricing once subsidies are removed [11][13]. - Merchants fear that the end of subsidies will lead to a significant drop in orders, as customers may not return to previous spending levels [11][13]. Group 3: Regulatory Environment - Following a meeting with the State Administration for Market Regulation, the platforms were urged to comply with various laws and to engage in rational competition to foster a healthy ecosystem for consumers, merchants, and delivery personnel [8][10]. - The platforms have begun to scale back their marketing efforts in response to regulatory pressure, although variations of aggressive subsidies still persist [8][10]. Group 4: Future Outlook - Analysts suggest that while the subsidies have effectively driven traffic, the challenge lies in retaining these customers once the promotions cease [13]. - The competitive landscape is shifting from a "capital war" to an "efficiency war," where long-term success will depend on balancing user demand for low prices, rider rights, and sustainable merchant profitability [13].