3 6 Ke·2025-07-24 01:03Core Insights - JD.com is launching "Qixian Xiaochu" as a new business model focused on supply chain innovation in the food delivery market, aiming to differentiate itself from competitors like Meituan [1][5][15] - The company plans to invest over 10 billion yuan to establish more than 10,000 Qixian Xiaochu locations across the country within three years [1][5] - Qixian Xiaochu will partner with various restaurant brands and individual chefs to create a diverse menu, with a focus on fresh, pre-cooked meals [2][4][6] Business Model - Qixian Xiaochu is positioned as a "quality dining production platform," emphasizing supply chain improvements to reclaim market share from "ghost kitchens" and low-quality food delivery services [2][4] - The operational model involves JD.com managing the supply chain, including rent, location, and labor, while restaurant partners focus on recipe development [4][6] - The pricing strategy is set between 10 to 20 yuan per meal, targeting consumers looking for affordable dining options [4][20] Market Context - The initiative is seen as a response to the challenges faced by traditional restaurant chains in managing supply chains effectively, particularly in the Chinese market [8][13] - Historical attempts at centralized kitchens by other brands, such as Jiahe Yipin, have faced difficulties, raising questions about the viability of this model [8][12] - JD.com aims to leverage its existing logistics and supply chain capabilities to support the new business, although it faces competition from established players like Meituan [23] Strategic Importance - Qixian Xiaochu serves as a strategic move for JD.com to enhance its brand image and fulfill commitments to quality dining, while also addressing the issue of ghost kitchens in the market [15][16] - The initiative is expected to provide a stable supply of food options, which is crucial for maintaining a competitive edge in the food delivery sector [18][24] - The success of this model could position JD.com as a market innovator, potentially reshaping the landscape of food delivery in China [24]