CNBC AI News, July 19th – Just yesterday, China’s State Administration for Market Regulation (SAMR) summoned leading platform giants Ele.me, Meituan, and JD.com, urging them to adhere to relevant laws and regulations, further standardize promotional activities, and engage in rational competition. The meeting served as a stark warning in the ever-escalating battle for market share in China’s fiercely competitive online services sector.
However, despite the regulatory intervention, the food delivery wars appear to be far from over, at least for now. Today, July 19th, Taobao Flash Sales continued its “Super Saturday” promotion, albeit with slightly tempered subsidies and advertising compared to previous weeks.
At midday, Ele.me’s official Weibo account posted: “@YangMi @LiXianing are bringing you blockbuster group-buying deals! What are you eating and drinking this Saturday?” This social media blitz underscores the intense pressure these companies face to capture consumer attention in a crowded market.
The post featured hashtags like #TaobaoFlashSalesSuper6BlockbusterTakeoutDealsJust1.9Yuan# and #SearchSuperSaturdayOnTaobaoFlashSalesForSurprises#, leveraging the platform’s massive user base to drive traffic and transactions.
Initial tests revealed that “zero-yuan” takeout orders were still attainable through Taobao Flash Sales, a testament to the aggressive pricing strategies still in play. Concurrently, marketing campaigns advertised brand-name tea drinks available for as little as 1.9 yuan.
However, compared to the previous Saturday, the discount intensity on Taobao Flash Sales had decreased. Last week featured a barrage of substantial “spend-and-save” coupons, including rebates like “18.8 yuan off orders over 18.8 yuan,” “18.8 yuan off orders over 28 yuan,” and “10 yuan off orders over 20 yuan.”
This Saturday saw a uniform “18 yuan off orders over 38 yuan” coupon, suggesting a recalibration of promotional strategies in response to regulatory scrutiny.
Meituan also appeared to be dialing back on aggressive discounting. Its high-value coupons offered “18 yuan off orders over 38 yuan” and “25 yuan off orders over 55 yuan.” While platform searches revealed delivery & food exchange coupons.
For JD.com, which has been a less prominent player in this particular subsidy war, the promotional力度 was even milder.
While JD.com continues to offer “billions in food subsidies,” with coupons like “5 yuan off orders over 6 yuan” and “10 yuan off orders over 15 yuan,” as well as discounts on milk tea, using these coupons often necessitates meeting minimum order value thresholds and paying packaging fees, marginally diminishing their attractiveness to consumers.
In conclusion, despite the regulatory intervention, the three platforms are persisting with subsidies, though Taobao Flash Sales and Meituan have demonstrably reduced the intensity of their promotions compared to the previous week. The regulatory impact on the long-term competitive landscape remains to be seen.
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