Guan Cha Zhe Wang·2026-01-23 10:08Core Insights - JD's quality dining brand, Qixian Xiaochu, is accelerating its national expansion, having opened 30 stores in Beijing within four months and launching its first store in Harbin, with additional openings in Shenzhen, Shanghai, and Guangzhou, marking its entry into a nationwide development phase [1] Group 1: National Expansion - Qixian Xiaochu has successfully launched its first stores in multiple cities, completing a "five-city launch" strategy [1] - The brand aims to complete its layout in all first- and second-tier cities in China by the end of 2026 [6] Group 2: Marketing Activities - During the Laba Festival from January 25 to 27, Qixian Xiaochu introduced a promotional event offering free "福粥" and "福米" with any purchase, distributing a total of 60,000 portions across all stores in five cities [3] Group 3: Supply Chain Innovation - Qixian Xiaochu, launched in July 2025, focuses on addressing industry pain points such as "ghost kitchens" and lack of transparency in food preparation, emphasizing fresh cooking and ingredient transparency [5] - The brand utilizes JD's super supply chain system to ensure quality control throughout the entire process from ingredient sourcing to delivery [5] Group 4: Food Safety Management - To ensure food safety, Qixian Xiaochu has implemented a "5×2 food safety management rule," which includes ten visible and tangible safety measures covering the entire supply chain [5] - Key measures include public disclosure of ingredient suppliers, real-time monitoring of kitchen environments, and strict adherence to fresh cooking practices without additives [5] Group 5: Partner Recruitment - Qixian Xiaochu has initiated a national partner recruitment plan to expand its market presence, focusing on key urban clusters such as Beijing-Tianjin-Hebei, Yangtze River Delta, and Pearl River Delta [6] - The brand aims to support partners through a combination of supply chain, smart equipment, and standardized systems [6]