Dali will start a "subsidy war" for takeout again, and capital violence cannot be willful

  Media reports, cheap takeout is becoming a new phenomenon in Dali. During this time, Ele.me launched a high subsidy in Dali, 1 yuan can be spent as 25 yuan, Dali takeout industry or ushered in a sudden change. Reporters saw such leaflets inside and outside some restaurants in Dali: Ele.me takeout is all over the city, full 25 minus 24, full 35 minus 32, full 50 minus 48. This also means that 1 yuan can buy 25 yuan. According to some Dali citizens, such activities were launched for a period of time in January, suspended in February, and launched again after entering March. (Yunnan Information News)

  1 yuan can be used as 25 yuan to spend, and the result of the high subsidy is that it directly drives more people’s takeaway consumption. According to statistics, the order volume of the platform has increased from a few hundred orders before the subsidy activity to 20,000 to 30,000 orders, and the order volume of the entire industry has also increased from more than 20,000 orders before to more than 60,000 orders. The order volume of Dali takeaway has increased by 2 times in just 2 months. The income of takeaway riders has begun to skyrocket. "The income growth of Dali takeaway riders is generally 30% to 40%, and the monthly income of 7,000 to 8,000 yuan is the norm. Even if it is more than 10,000 yuan, it is not rare." The number of delivery riders also began to surge. Previously, there were 600-800 delivery riders in Dali. In just one month, the total number of delivery riders surged to more than 1,500, many of whom were from other industries.

  Under the waving of the Internet Tech Giants with the help of capital sticks, a subsidy war has been launched to compete for market position. At first glance, catering companies, takeaways, and consumers have all benefited, but this subsidy is bound to be difficult to last for a long time. And the damage to the market order caused by high subsidies cannot be underestimated.

  It is almost impossible to eat takeout at no cost, and a large number of "pseudo-demand" for takeout is created, which does not match the size of Dali city, and the supply and demand are out of balance. More merchants and riders are involved in this subsidy carnival. Faced with the surge in business orders, can catering merchants improve their capacity in a short period of time to provide consumers with hygienic and safe food? According to reports, some merchants have difficulty delivering meals in time and even have to take the initiative to cancel orders. The sudden surge in orders has also led to a relative shortage of riders. The riders recruited in a short period of time will not only affect the timeliness of food delivery and service quality, but also increase the disorderly flow of employees. At the same time, riders lack sufficient delivery skills and education and training on traffic safety, and traffic accidents caused by not obeying traffic rules in a hurry are also a big problem.

  In order not to lose their existing market position, other takeaway companies had to be forced to fight, and a subsidy war was about to ignite again. It is quite similar to the situation of the "Romance of the Three Kingdoms" in the Wuxi takeaway market last year. In April 2018, Didi Takeaway provoked the "takeaway subsidy war" in Wuxi, 0.01 yuan for fried chicken and 1 yuan for milk tea…

  The use of high subsidies to seize the market and crack down on competitors’ competition methods is also suspected of unfair competition. Last year, when the subsidy war was on the rise, the Wuxi market supervision department urgently interviewed the food delivery operators who provoked the "subsidy war" and other food delivery operators who were forced to participate in the war, pointed out that the instigators of the "subsidy war" were suspected of unfair competition and monopolistic operation, and ordered the relevant food delivery platform operators to immediately stop carrying out illegal acts suspected of unfair competition and monopoly. The timely action of the Wuxi market supervision department effectively maintained market order and prevented the evil consequences of the "subsidy war" from continuing to expand and spread.

  As far as the current national takeaway market is concerned, the basic market has been consolidated, and the market is moving towards a healthy development situation. Efforts to ensure food safety and hygiene, and improving service quality should be the direction of competition. At this time, it is really difficult to promote the "subsidy war". I am afraid that the crude promotion of capital forces is behind this. However, in the face of market laws, this kind of high subsidy will not last. When the market competition mechanism fails, and enterprises seize the market dominance by throwing money and grasp the pricing power, the damage must be the healthy development of consumers and the industry. After all, who will clean up the mess? In this regard, the Dali market supervision department should take timely action to cut off the flame of the "subsidy war" and maintain the market order of fair competition. (Wu Zheng)