Mei Ri Jing Ji Xin Wen·2025-11-17 12:49Core Viewpoint - Liu Qiangdong's kitchen philosophy is reshaping JD's strategic logic, emphasizing emotional connections and cultural narratives in product offerings [1][3][10] Group 1: Emotional and Cultural Connection - Liu Qiangdong promotes his hometown specialties, enhancing consumer emotional engagement through storytelling [2][3] - The successful launch of "Suqian Yellow Dog Pork" during the Double 11 event demonstrates the effectiveness of combining emotion with commerce [3] Group 2: Personal Branding and Consumer Engagement - Liu Qiangdong's cooking livestreams are a strategic move to build a relatable personal brand, moving away from purely financial discussions to sharing personal stories [5][6] - His humorous interactions during the livestreams help to create a more approachable image, fostering a connection with consumers [6] Group 3: Business Strategy and Expansion - The launch of JD's independent delivery app and the focus on quality service through "Qixian Xiaochu" signify a strategic shift towards lifestyle services [8][9] - JD's new business revenue grew by 214% year-on-year, indicating a successful transition from product retail to comprehensive lifestyle services [10] Group 4: Supply Chain and Operational Efficiency - Liu Qiangdong's cooking showcases JD's supply chain capabilities, linking culinary offerings to the company's logistics and quality control strengths [10][11] - The integration of technology in enhancing everyday experiences reflects JD's commitment to expanding its service offerings beyond traditional retail [11][12]