Rotary wing vs fixed wing aircraft lift efficiency

Hi everyone,

It seems fixed wing is far better in term of efficiency, carrying more payload for a longer range with less fuel consumed while helicopter is only used for it’s hover and VTOL ability. I want to know the reason behind that, could anyone explain it for me?

For example, AFAIK, heli is better than like F35 in vertical take off because moving a large volume of air at low speed (heli) is better than moving a low volume of air at hi speed (jet). I just want to know by simple reason like that.

Regards