第一财经·2025-07-22 15:55Core Viewpoint - JD.com has launched the "Dish Partner" recruitment plan, investing 1 billion yuan to find partners for 1,000 signature dishes, aiming to establish 10,000 "Seven Fresh Kitchens" nationwide within three years [1] Group 1: Business Model and Operations - The "Seven Fresh Kitchen" is positioned as a cooperative quality dining production platform, where JD.com manages overall operations while partners focus on dish development [2] - As of now, nearly 7,000 applicants have registered, including brands like Jiahe Yipin and Ziyuan Baiwei Chicken [2] - The partnership model allows brand merchants or individual chefs to share in the profits from their dishes, while JD.com covers rent, labor, and operational costs [2][4] - The selection of locations for "Seven Fresh Kitchens" will prioritize areas with high ghost kitchen order volumes and consider existing partner store layouts to enhance business opportunities [2] Group 2: Pricing and Market Strategy - The price range for individual dishes is set between 10 to 30 yuan, with a focus on maintaining low prices through JD.com's supply chain efficiencies [4] - The aim is to improve food safety and quality, steering consumers away from low-quality takeout options [4] - The "Seven Fresh Kitchen" model is differentiated from competitors like Meituan by emphasizing fresh cooking and transparent kitchen practices to build consumer trust [5] Group 3: Competitive Landscape and Challenges - JD.com's strategy involves integrating supply chains, establishing technological barriers, and creating an ecological loop to compete with Meituan [5] - The sustainability of this model is under scrutiny, particularly regarding user habit formation, cost control, and balancing with the delivery ecosystem [5]