Zhong Guo Jing Ying Bao·2025-07-23 13:55Core Insights - JD Group's founder Liu Qiangdong announced a new business model for JD's food delivery service, aiming to address food safety issues and provide high-quality, cost-effective food options [2][4] - The newly launched "Qixian Xiaochu" platform has received significant initial demand, with a high volume of orders on its opening day [2][4] - The platform plans to invest 10 billion yuan to recruit food partners and aims to establish 10,000 stores within three years [2][4] Business Model - Qixian Xiaochu is positioned as a "cooperative quality catering production platform," where partners provide recipes and participate in development while Qixian Xiaochu handles cooking and quality control [3][5] - The platform's pricing strategy targets a market segment with dish prices ranging from 10 to 20 yuan, differentiating itself from traditional restaurants with higher price points [4][5] Market Positioning - Liu Qiangdong emphasized that Qixian Xiaochu's model is not about competing with restaurants but rather collaborating with them to reclaim market share from "ghost kitchens" [4][5] - The platform has received over 20,000 applications from various food brands and individual chefs within just two days of launching its partner recruitment program [4][5] Supply Chain Innovation - Qixian Xiaochu's approach is seen as a significant innovation in the food delivery market, focusing on internalizing the supply chain rather than relying on third-party ecosystems [6][5] - The platform aims to enhance food safety through technology, including transparent kitchen operations and AI quality control [6][5] Financial Strategy - JD Group's strategy involves leveraging its supply chain capabilities to achieve profitability, even if the front-end food sales do not generate immediate profits [6][5] - The success of Qixian Xiaochu will depend on its ability to scale operations and maintain cost control while fostering user habits in a high-frequency consumption environment [6][7]