Mei Ri Jing Ji Xin Wen·2025-11-18 13:22Core Insights - Liu Qiangdong, the founder of JD.com, is leveraging his personal brand and emotional storytelling to enhance the company's market presence and consumer connection through live cooking sessions [1][4][9] - The launch of JD's independent takeaway app and the emphasis on quality food services signify a strategic shift towards lifestyle services, moving beyond traditional e-commerce [1][6][10] Group 1: Emotional Branding - Liu Qiangdong's cooking showcases not just food but also cultural narratives, transforming products into emotional connections for consumers [2][4] - The successful pre-order of "Suqian Yellow Dog Pork" during the Double 11 shopping festival highlights the effectiveness of combining emotional storytelling with commercial strategies [2][4] Group 2: Strategic Business Expansion - The introduction of "Seven Fresh Kitchen" plays a crucial role in JD's strategy to differentiate its food delivery services through quality assurance and transparency [6][10] - Liu Qiangdong's cooking demonstrations are part of a broader strategy to integrate various business segments, including travel and lifestyle services, into JD's ecosystem [6][7] Group 3: Supply Chain and Innovation - JD's new business revenue, primarily from food delivery and related services, has seen a significant year-on-year growth of 214%, reaching 15.592 billion yuan [9] - The company's investment in research and development, totaling nearly 160 billion yuan, is aimed at enhancing supply chain capabilities, which are essential for supporting its food service initiatives [9][10]