Sou Hu Cai Jing·2025-06-13 08:18Core Viewpoint - The competition in the food delivery industry is intensifying, with major players like JD, Meituan, and Ele.me employing celebrity endorsements to attract customers and enhance brand visibility [1][3]. Group 1: Company Strategies - JD has appointed actress Hui Yinghong as its brand ambassador, aiming to leverage her popularity to boost its presence in the food delivery market [1]. - Meituan has chosen Huang Ling as its spokesperson, while Ele.me has invited Lan Yingying as its "brand winning officer," indicating a trend of using celebrity endorsements to gain market share [1]. - JD's rise in the food delivery sector is attributed to its competitive pricing strategy, which focuses on offering lower prices relative to competitors rather than simply low prices [3]. Group 2: Market Dynamics - The food delivery market is described as a "three-way battle," with JD capturing a significant share through aggressive subsidies to merchants, riders, and consumers [3]. - The competition has led to a new round of price comparisons among the three major platforms, benefiting consumers with lower prices for similar products [3]. - JD's strategy includes a focus on social responsibility, such as providing better compensation and benefits for delivery riders, which has helped establish its current market position [3]. Group 3: Consumer Engagement - There is a growing need for JD to maintain long-term customer engagement beyond initial promotional strategies, as the effectiveness of subsidies and social responsibility initiatives may diminish over time [3]. - The company has recognized the importance of interacting with its user base, as past missteps in communication have led to significant user losses [4]. - Engaging with customers and responding to their feedback is seen as crucial for future success, with the notion that companies that listen to their users will thrive [4].