Food Delivery Wars: Merchants Earn More but Are Far from Happy

Merchants feel forced into participation and suffer financial losses, with many operating at a loss or seeing significantly reduced profit margins. The sentiment is that they are "forced to participate" and are "trapped" by platforms that dictate pricing and promotions. One hamburger shop owner complained about being forced to "cut prices for volume" and having to pay high platform fees, ultimately earning less.

The notion of "earning more but not being happy" is widely resonant, capturing the core sentiment of merchants who see higher gross revenue but decreased net profit due to high platform commissions, forced discounts, and increased operational costs. The founder of Nanchengxiang, a Beijing-based restaurant, stated that while their daily sales increased by 30-35%, their total profit only increased by 15%, and they were not happy.

The surge in orders due to subsidies often overwhelms restaurant staff, leading to longer working hours, difficulty in maintaining food quality and service, and increased human resource costs. One tea shop owner saw order volume increase tenfold, requiring 6 employees to work until 2 AM, and even then struggling to keep up, leading to order cancellations and delays.

Merchants also report that the focus on heavily discounted takeout orders detracts from their dine-in business, with customers becoming accustomed to low takeout prices, making it difficult to recover normal pricing. There's also concern about quality degradation due to rushed orders and the perception that discounted items diminish a brand's value.

Many users and merchants express frustration with the platform's "routine" of luring merchants with initial benefits, then using traffic rules to force them into intense competition. There's a strong feeling that platforms benefit disproportionately, while merchants bear the brunt of the costs and risks.

Interestingly, there's also a sentiment of respect and support for businesses that choose to prioritize dine-in quality and resist participating in aggressive takeout wars, even if it means fewer online orders. The example of the old wonton shop that refused to go on delivery platforms and instead focused on traditional craftsmanship for dine-in customers, resulting in long queues, highlights this alternative perspective.

The social media sentiment is overwhelmingly critical of the "food delivery war" from the merchants' perspective. While consumers might initially benefit from subsidies, the underlying issues of unsustainable business practices for restaurants, reduced profits, operational chaos, and a perceived power imbalance with the platforms are widely recognized and lamented.

The phrase "钱赚多了，却高兴不起来" effectively sums up the paradox where increased activity does not equate to increased well-being for businesses. This situation is trending because it highlights the complex and often exploitative dynamics between large online platforms and smaller businesses in the gig economy.

The stories of overwhelmed and financially strained merchants, despite increased revenue, resonate with the public and raise questions about fair competition, sustainable business practices, and the long-term impact of platform dominance on small and medium-sized enterprises.

The recent developments in the food delivery market, including JD.com's re-entry and the subsequent subsidy war, have exacerbated the challenges faced by merchants. The timeline of events, from the "外卖三国杀" (Three Kingdoms Kill) delivery war in 2016-2018 to the current subsidy war, has set the stage for the current market dynamics.

Key entities involved in the food delivery wars include food delivery platforms such as Meituan, Ele.me, JD.com, and Taobao, as well as merchants and stores, consumers, and riders/deliverers. The main figures are not specific individuals but rather the entities and their strategic actions that define this industry dynamic.

Ultimately, the phrase "外卖大战商家钱赚多了却高兴不起来" captures the essence of the story, highlighting the complex and often negative impact of platform subsidies on businesses in the food delivery industry.