专栏食品饮料

Despite stellar results, Mixue gets investor cold shoulder as delivery wars wind down
业绩劲升股价反跌,蜜雪冰城缘何遭冷遇?

Analysts are calling the leading bubble tea chain’s revenue and profit gains unsustainable as its takeout delivery partners pledge to cut back on discounts and vouchers.
分析师称,随着外卖平台承诺缩减折扣与代金券力度,这家新式茶饮龙头企业的营收及利润双增态势恐难以为继。

“Involution” has become the buzzword of the moment in China, as the term for price wars characterized by cutthroat and irrational competition hits one sector after another. The latest case of the phenomenon, also often called a “race to the bottom,” began in February when internet giant JD.com announced it would enter the food delivery market, immediately threatening the duopoly of Meituan and Ele.me.

作者:谭英。本文仅代表作者观点。

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