Xin Lang Cai Jing·2025-11-18 16:13Core Viewpoint - Liu Qiangdong's kitchen philosophy is reshaping JD's strategic logic, emphasizing emotional connections and cultural narratives through food [1][2][3] Group 1: Emotional and Cultural Connection - Liu Qiangdong promotes his hometown specialties, enhancing consumer emotional engagement with products [2][3] - The successful launch of "Shu Qian Huang Gou Zhi Tou Rou" during Double 11 indicates the effectiveness of the "emotion + commerce" model [3] Group 2: Personal Branding and Corporate Image - Liu Qiangdong's cooking livestreams are a strategic move to build a relatable personal brand, moving away from purely financial discussions [5][6] - His personal stories and humor create a warmer image, resonating with consumers and enhancing brand loyalty [6][8] Group 3: Business Strategy and Expansion - The launch of JD's independent delivery app and the focus on quality through "Qi Xian Xiao Chu" signify a strategic shift towards lifestyle services [1][8] - JD's new business revenue grew by 214% year-on-year, reflecting the company's ongoing transformation and investment in supply chain capabilities [9][10] Group 4: Integration of Technology and Daily Life - Liu Qiangdong's cooking showcases JD's supply chain strengths, linking technology with everyday experiences [9][10] - The emphasis on "human warmth" in JD's strategy illustrates the company's commitment to expanding from retail to comprehensive lifestyle services [10][11]