Bei Ke Cai Jing·2025-10-14 11:48Core Viewpoint - The article discusses the recent launch of JD's food delivery brand, Qixian Xiaochu, on Meituan and Taobao platforms, highlighting its competitive pricing and open collaboration strategy with other platforms [2][6]. Group 1: Qixian Xiaochu Launch and Performance - Qixian Xiaochu has been quietly launched on Meituan and Taobao, achieving over 2,000 monthly sales on Taobao and over 400 on Meituan [3]. - Since its opening on July 20, Qixian Xiaochu has sold over 90,000 orders, ranking first in sales in Beijing's Dongcheng District [3][4]. - The brand focuses on fresh, made-to-order meals without pre-prepared dishes, initially operating only on JD's own delivery platform [4]. Group 2: Pricing and Competitive Strategy - Qixian Xiaochu's pricing strategy is competitive, with meal prices ranging from 10 to 30 yuan, and JD's platform offering the lowest price at 15.3 yuan for a specific dish after discounts [7]. - The brand's model allows for rapid scaling by partnering with restaurants and individual chefs, providing them with a sales commission [9]. Group 3: Expansion and Future Plans - JD plans to open 10,000 Qixian Coffee stores within three years, with the first store already operational [10]. - Qixian Coffee has also launched on Meituan and Taobao, but with varying delivery thresholds and pricing structures across platforms [10]. - The coffee brand adopts a low-price strategy, with prices for coffee starting as low as 4.95 yuan per cup on JD's platform [11]. Group 4: Broader Ecosystem Integration - Qixian Xiaochu and Qixian Coffee are part of JD's broader strategy to integrate various business segments into the Meituan ecosystem, including supermarkets and convenience stores [12].