第一财经·2025-07-23 07:47Core Viewpoint - JD's new self-operated takeaway brand, Qixian Xiaochu, aims to innovate the food delivery market by introducing a "dish partner" model, allowing restaurant partners to focus on dish development while JD handles the overall organization and operation [2][4][28]. Group 1: Business Model - Qixian Xiaochu is positioned as a quality restaurant production platform, representing a significant supply chain model innovation in the food delivery market [4]. - The "dish partner" model allows partners to participate in dish development, while JD covers rent, labor, and operational costs, ensuring partners do not incur losses [2][8]. - Each dish partner is guaranteed a minimum revenue share of 1 million yuan, with additional sales revenue sharing that has no upper limit [2][11]. Group 2: Market Strategy - Qixian Xiaochu aims to provide affordable meals priced between 10-20 yuan, targeting a market segment that is not focused on higher-priced dining options [2][11]. - The initiative seeks to eliminate "ghost kitchens" and low-quality food delivery services by offering high-quality, affordable meals, thereby improving food safety standards [6][14]. - JD emphasizes that it does not intend to compete with existing restaurants or other delivery platforms, but rather to collaborate with quality food businesses [11][28]. Group 3: Supply Chain and Food Safety - All ingredients used in Qixian Xiaochu are sourced from reputable suppliers, ensuring high standards of food safety and quality [17][20]. - The supply chain model allows for cost reduction through JD's strong logistics capabilities, enabling the offering of quality meals at competitive prices [20][21]. - Qixian Xiaochu implements rigorous food safety inspections, including 40 high-standard checks across various aspects of food safety [20]. Group 4: Consumer Experience - Qixian Xiaochu aims to be a trustworthy and affordable takeaway option, providing both delivery and self-pickup services [13][24]. - The brand focuses on transparency, allowing customers to see the cooking process, which enhances trust in food safety and quality [26][27]. - The goal is to create a dining experience that is both satisfying and safe, addressing consumer concerns about food quality in the takeaway market [14][15].