“Mid-Autumn Tea War” Before, Three Platforms Simultaneously Officially Announce Regulation Promotional Subsidies

　On August 1st, Taobao, Ele.me, and Meituan successively released statements on their official websites, promising to "regulate promotions" and introducing multiple restrictions on promotional behaviors, including regulating promotional activities, reasonable planning for subsidies, not engaging in irrational promotional activities, and not selling products and services at significantly lower prices than costs.

　This simultaneous statement from the three platforms may be a continuation of the policy implemented after the previous round of talks. Meanwhile, next week will see the Mid-Autumn Festival, which is an important period for promoting tea-based foods in the delivery industry. Before the "Mid-Autumn Tea War", these three delivery platforms collectively issued statements, which also has a guiding effect on the industry.

　On July 18th, the State Administration for Market Regulation released a statement stating that it had conducted talks with delivery platforms and required them to further regulate promotional behaviors, engage in rational competition, and promote healthy development of the catering service industry.

　According to media reports, after the talks, the marketing efforts of these three platforms have undergone different degrees of contraction, but variants such as zero-yuan shopping, 1-yuan shopping, and free vouchers are still ongoing, and businesses still need to bear approximately 70% of subsidy costs.

　Next week will see the Mid-Autumn Festival, which has become a fixed marketing node for the delivery industry since 2020. The "Autumn's First Cup Tea" event held during this period has already become an important promotional activity in the industry.

　Currently, various platforms have begun to launch their "Mid-Autumn Tea War" activities, with Taobao Flash Sale announcing on July 31st that it will invite Jin Chen as the ambassador for the "Autumn's First Cup Tea" event.

　According to industry analysts, from a marketing perspective, the "Mid-Autumn Tea War" may become a new war in the tea-based food delivery market. Therefore, these three platforms simultaneously issuing statements should be seen as an early warning of related policies against internal inflation, and next week's "Mid-Autumn Tea War" will also be a key period for observing the actual measures taken by each platform.