Sou Hu Cai Jing·2025-12-29 16:45Core Viewpoint - JD's quality dining brand, Qixian Xiaochu, is accelerating its national expansion by launching a partner recruitment plan, targeting major economic regions and aiming for first and second-tier cities in China [1][4]. Group 1: Expansion Strategy - Qixian Xiaochu's expansion focuses on the most economically robust and high-demand delivery areas, employing a strategy of "core city breakthroughs and economic zone coverage" [4]. - The brand has already opened its first store in Harbin, with additional locations in Shenzhen, Guangzhou, Shanghai, and Tianjin set to launch in January 2026 [1][10]. Group 2: Quality and Transparency - The brand emphasizes transparency and quality, addressing issues in the delivery market by ensuring fresh cooking, ingredient transparency, and live kitchen broadcasts [4][6]. - Qixian Xiaochu's pricing strategy targets a range of 10 to 20 yuan, balancing quality and cost-effectiveness to differentiate itself in the competitive first-tier city market [4]. Group 3: Performance and Consumer Engagement - In Beijing, Qixian Xiaochu opened 30 stores within four months, achieving significant market penetration [6]. - A recent promotional event resulted in a surge of 16,000 orders within three hours, demonstrating the brand's ability to drive local dining consumption [6]. Group 4: Innovative Partnership Model - The brand utilizes an innovative "cooperation" model rather than traditional franchising, where Qixian Xiaochu provides comprehensive support, including supply chain management and operational standards, while partners focus on local operations [8]. - This clear division of responsibilities ensures consistent quality across locations while adapting to local consumer preferences, enhancing the efficiency of expansion [8]. Group 5: Future Outlook - With the opening of the Harbin store and the upcoming launch of multiple new locations, Qixian Xiaochu is transitioning from a regional to a national brand [10]. - The national partner recruitment plan signals the brand's intent to extend its quality dining experience across China, marking the beginning of its expansion journey [10].