AsianFin -- Leading Chinese food delivery platforms—including Meituan, Taobao, and Ele.me—issued official statements on Friday committing to standardize their promotional activities.

The platforms outlined measures to curb excessive subsidies, such as regulating promotional behavior, reasonably planning subsidy distribution, avoiding irrational promotions, and refraining from selling goods and services at prices significantly below cost. This collective move likely follows up on the latest government regulatory talks.

With the “Start of Autumn” (Liqiu) festival approaching next week—traditionally a key marketing period—industry insiders predict a fierce “Liqiu battle” among milk tea delivery services.

The synchronized announcements from these platforms appear to serve as an early reminder of anti-overcompetition policies.

Observers will closely watch how each platform’s marketing tactics unfold during the upcoming “Liqiu battle,” making it a critical period to gauge their commitment to regulatory compliance.