Cai Jing Wang·2025-11-03 08:12Core Insights - JD's food delivery brand Qixian Xiaochu has shifted its strategy from a self-built ecosystem to an open collaboration model by entering third-party platforms like Meituan and Taobao Flash Purchase [1][3][5] - This transition reflects a broader industry trend moving from subsidy wars to rational competition and cooperation among platforms [1][3][7] Company Strategy - Qixian Xiaochu, launched in July 2025, initially operated exclusively on JD's own platform, achieving over 1,500 daily orders per store and a 30% increase in order volume within a 5-kilometer radius [2][3] - The brand's recent entry into Meituan and Taobao Flash Purchase has resulted in significant sales, with over 2,000 monthly orders on Taobao and 400 on Meituan [3][5] - JD plans to establish 10,000 Qixian Xiaochu locations nationwide within three years, indicating a strong commitment to expanding its market presence [5] Industry Dynamics - The collaboration between JD and Meituan marks a shift from a competitive to a cooperative landscape in the food delivery sector, breaking the previous adversarial market structure [4][6] - Analysts suggest that this partnership allows both companies to leverage their strengths: JD enhances order diversification and brand exposure, while Meituan benefits from improved food quality and user retention [5][7] - The overall market is evolving towards a model where platforms seek synergies and shared growth opportunities, moving away from zero-sum competition [7][9] Future Outlook - The future of the food delivery market will depend on platforms' abilities to integrate their services and collaborate across ecosystems, focusing on high-frequency and low-frequency business interactions [9] - The successful integration of resources and the establishment of an open ecosystem will be crucial for platforms aiming to gain a competitive edge in the next phase of market development [9]