经济观察报·2025-07-23 04:10Core Viewpoint - JD.com is innovating its food delivery service with the launch of "Qixian Xiaochu," focusing on fresh food supply chains and partnerships with chefs and restaurants to enhance its offerings in the competitive food delivery market [2][5][9]. Group 1: Business Model and Strategy - JD.com announced a cash investment of 1 billion yuan to recruit national restaurant brands and individual chefs for its "Dish Partner" program, where chefs provide recipes and participate in product development [3][15]. - The first Qixian Xiaochu store opened in Beijing, and it has already sold over 1,000 orders since its launch [4]. - The new model aims to differentiate JD's food delivery service from competitors like Meituan by emphasizing fresh ingredients sourced directly from suppliers and prepared in a standardized manner [9][12]. Group 2: Market Position and Competition - Qixian Xiaochu plans to recruit partners for 1,000 signature dishes, allowing chefs to have their recipes cooked and sold through JD's platform [7]. - The service currently has slower delivery times compared to other brands, with delivery times approaching one hour during peak hours [8]. - There are concerns about potential competition between Qixian Xiaochu and other third-party merchants on JD's platform, as the market is already saturated with dining options [17]. Group 3: Future Plans and Investments - JD.com aims to invest over 10 billion yuan in the next three years to establish over 10,000 Qixian Xiaochu stores nationwide, with partners not required to invest in store setup or labor costs [15]. - The company is actively engaging with well-known restaurant brands to explore collaboration opportunities, although some brands are cautious about joining the program until its market viability is proven [16].