Bei Jing Shang Bao·2025-07-17 14:14Core Viewpoint - JD.com is expanding its in-store group buying business to compete with Meituan and Douyin in the food delivery market, focusing on quality dining establishments and aiming to diversify its revenue streams [1][3][7]. Group 1: Business Strategy - JD.com is incentivizing service providers to expand in-store group buying, particularly targeting full-service restaurants like hot pot and barbecue [1][3]. - The company is offering a 100 yuan incentive per store for service providers to onboard quality dining establishments that opened before July 31, excluding fast food and dessert categories [3][5]. - JD.com requires that the original prices of in-store dining products do not exceed those on Meituan or Ele.me, and the number of products must also match or exceed those platforms [3][5]. Group 2: Market Competition - Meituan is currently the leading player in the in-store group buying market, with a significant increase in order volume and active users in 2024 [5][7]. - Douyin has also seen substantial growth in its group buying segment, with a 221.17% increase in order redemption rates year-on-year [7]. - The competition is intensifying as JD.com, Meituan, and Douyin vie for market share in the local service sector, which is projected to grow significantly by 2025 [8][9]. Group 3: Revenue Generation - In-store group buying is seen as a lucrative revenue stream for JD.com, allowing the platform to earn advertising fees while driving traffic to dining establishments [1][5]. - The commission for merchants participating in JD.com's in-store group buying is set at 5%, with additional incentives for service providers who successfully onboard new restaurants [5][6]. - The local service market is expected to reach a scale of 35.3 trillion yuan by 2025, highlighting the potential for revenue growth in this sector [8]. Group 4: Operational Focus - JD.com is shifting its subsidy strategy to focus on quality dining options rather than competing in the price war for delivery services [9][10]. - The company is investing over 10 billion yuan to support quality dining merchants and enhancing rider benefits to improve service quality [9][10]. - JD.com aims to differentiate itself by leveraging its supply chain capabilities and expanding its B2B market presence [10][11].