Shopee Operation Agent's "100 billion subsidy" strategy

Shopee Operation Agent Platform "100 billion subsidies" triggered Shopee, and many platforms rectified "zero-yuan purchase" and free-order marketing

In July 2025, Alibaba, Meituan, JD.com and other Shopee Operation Agents and food delivery platforms attracted regulatory attention due to the "100 billion subsidies" strategy. The State Administration for Market Regulation and other departments quickly regulated Shopee-related companies and required them to standardize promotional behaviors and avoid vicious competition. At present, various platforms have implemented a number of rectification measures, including offline "zero-yuan purchase" activities, shrinking the scope of free orders, strengthening price control and protecting the rights and interests of riders.

1. Shopee background and core issues

"100 billion subsidies" triggered a price war: platforms competed for market share through aggressive promotions such as "zero-yuan purchase" and "free orders", resulting in merchants' profit compression and service quality decline811.

Riders' rights were damaged: under low-price competition, platforms compressed delivery costs, affecting riders' income and working conditions1114.

Consumers benefited in the short term but suffered in the long term: some users abused the "refund only" policy, and merchants were forced to reduce the quality of goods to survive8.

2. Shopee Operation Agent Platform Rectification Measures

Fully offline "zero-yuan purchase": Ele.me, Meituan, JD.com, etc. have stopped related activities1114.

Shopee Operation Agent shrinks the scope of free-order marketing: reduce excessive subsidies and turn to a more sustainable promotion model14.

Shopee Operation Agent strengthens price control: set up a special working group to monitor false discounts, low-price dumping and other behaviors8.

Shopee Operation Agent protects the rights and interests of riders: optimizes delivery algorithms, avoids excessive exploitation, and improves basic income guarantees11.

Improve transparency: disclose promotion rules, accept social supervision, and prevent "hidden terms" from misleading consumers14.

Source:Shopee Operation Agent:https://www.cnjiaxiao.com/category-Shopee%20Operation%20Agent.html

Source:Shopee Store Opening:https://www.cnjiaxiao.com/category-Shopee%20Store%20Opening.html

Source:Shopee Cross-border E-commerce:https://www.cnjiaxiao.com/category-Shopee%20Cross-border%20E-commerce.html

3. Shopee Operation Agent Market Impact and Future Trends

Short-term pain: consumers may have fewer opportunities to "grab wool", but in the long run it will help the industry return to rational competition8.

Merchants benefit: after the vicious price war ends, small and medium-sized merchants can focus more on product quality rather than low-price involution14.

Industry transformation: Platforms shift from "burning money for traffic" to "service and innovation-driven", such as Meituan increasing its investment in instant retail and Alibaba strengthening the digitalization of the supply chain 812.

4. Shopee Operation Agent regulatory attitude and policy direction

Emphasis on compliant competition: Regulate market order in accordance with the Anti-Unfair Competition Law and the E-Commerce Law11.

Avoid "one-size-fits-all": While curbing disorderly competition, encourage differentiated development, such as Beijing and other places issuing policies to support the high-quality development of Shopee Operation Agent12.

Conclusion: This regulatory intervention marks the end of the era of "wild growth" of Internet platforms. Future industry competition will focus more on service quality, technological innovation and win-win situations, rather than simply relying on subsidy wars.