从"饱腹需求"到"品质生活"：京东外卖以健康严选机制领跑新消费时代

Core Insights - The Chinese food delivery market is undergoing a significant transformation from a focus on convenience to an emphasis on quality and health, driven by changing consumer preferences [1][3]. Market Trends - Current daily order volume in China's food delivery market ranges from 80 million to 90 million, with quality food delivery accounting for 60% to 70% of this volume, indicating a shift in consumer demand [3]. - 70% of consumers experience "quality anxiety" when ordering food, with hygiene, taste, and health being the top three considerations [3]. - A complete quality assessment system is being established by consumers, with 62% setting a reasonable price range of 20-40 yuan, and 82% of users planning to increase their food delivery spending primarily to choose higher quality meals [3]. Company Performance - JD.com has rapidly emerged in the food delivery sector with a focus on "quality dining delivery," implementing strict standards for "physical store certification" to ensure food safety [5]. - 50% of users prefer JD.com for quality consumption, and over 60% of consumers in major cities prioritize JD.com when ordering quality food delivery [5]. - As of June 1, 2025, JD.com is projected to hold approximately 45% market share in the quality food delivery segment, establishing a competitive landscape alongside Meituan and Ele.me, marking a shift from a duopoly to a triopoly [5]. Industry Dynamics - The Chinese food delivery market has entered an era of "quality competition," transitioning from subsidy wars to quality battles, with JD.com's entry accelerating industry standardization [7]. - There is a notable increase in the popularity of healthy light meals, while high-oil and high-sugar options are declining, reflecting a clear shift towards health-conscious consumption [7]. - The ability to capitalize on the trends of quality and health will be crucial for platforms competing in the "three-way battle" for market dominance [7].