Guan Cha Zhe Wang·2025-08-25 04:00Core Viewpoint - JD's first restaurant infrastructure brand, Qixian Food Mall, is expanding its presence in over 10 cities with a "one city, multiple stores" plan, following the successful opening of its first store in Harbin [1][8]. Group 1: Business Performance - Since its opening two months ago, Qixian Food Mall has seen a threefold increase in customer traffic, with a near 100% purchase rate and a 100% growth in daily takeaway orders compared to the initial phase [3][4]. - The revenue structure indicates that dine-in still dominates, but the share of takeaway is gradually increasing, showcasing the synergy between dine-in and takeaway services [3][4]. Group 2: Competitive Advantages - Qixian Food Mall's core competitiveness lies in its diverse offerings and strict quality control, focusing on a rich variety of food options, including local specialties and popular brands, while ensuring no tolerance for substandard food delivery [3][5]. - The brand emphasizes transparency with "100% kitchen live streaming," allowing consumers to see food preparation processes, which enhances trust and safety [5][6]. Group 3: Supply Chain Innovation - The brand adopts a "front-end does not profit, supply chain does" strategy, focusing on supply chain efficiency to address food safety and merchant growth challenges [7][8]. - By leveraging JD's supply chain capabilities, merchants can operate with reduced inventory pressure and lower operational costs, enhancing overall efficiency [8][9]. Group 4: Expansion Plans - Following the successful pilot in Harbin, Qixian Food Mall plans to accelerate its national expansion, targeting first-tier, new first-tier, and strong second-tier cities, with a focus on high consumer power and traffic [8][9]. - The strategic selection of locations will consider market research, user demographics, and collaboration with established property companies to minimize risks [8][9]. Group 5: Future Developments - Starting from the second phase, Qixian Kitchen will officially join Qixian Food Mall, enhancing the local living ecosystem by integrating dine-in and takeaway services [11]. - The combination of Qixian Food Mall and Qixian Kitchen aims to provide consumers with a wider range of dining options while promoting cost reduction and efficiency for merchants [11].