Core Viewpoint - The Shanghai market regulatory authorities have taken action against platforms like Ele.me, requiring them to implement significant rectifications in response to the ongoing "takeout war" and related promotional practices [2][5]. Group 1: Regulatory Actions - Shanghai's market regulatory department has conducted talks with Ele.me and other platforms, mandating three key rectifications: the complete removal of "zero-yuan purchase" promotions, a significant reduction in the scope of free meal marketing, and the establishment of a special task force to enhance activity monitoring, price control, and rider rights protection [1][2]. - The National Market Supervision Administration previously held discussions with major platforms including Ele.me, Meituan, and JD.com, urging them to comply with legal regulations and promote fair competition [2][4]. Group 2: Industry Response - In light of the intensified competition, major platforms have launched various promotional campaigns, including significant discounts and "zero-yuan" offers, which have led to record-high order volumes [5][6]. - Meituan reported a daily order volume exceeding 1.5 billion as of July 12, a notable increase from 1.2 billion the previous week, while Taobao Flash Sale announced a new high of 80 million daily orders [5]. Group 3: Future Strategies - Following the regulatory actions, major platforms are pivoting to new strategies. Meituan has initiated a "Ten Thousand Brands" plan to support 10,000 well-known restaurant brands, while JD.com has launched a "Dish Partner" recruitment plan with a cash investment of 1 billion yuan [7]. - JD.com has emphasized its focus on reducing industry commissions, ensuring rider benefits, and promoting quality takeout, distancing itself from the recent aggressive subsidy practices [6][7].