36氪未来消费·2025-08-16 14:05Core Viewpoint - The article discusses the current state of JD's food delivery business, highlighting its significant losses and strategic shift towards a more sustainable growth model amidst fierce competition in the delivery sector [4][5][6]. Summary by Sections Financial Performance - In Q2, JD reported a new business loss of 14.7 billion, exceeding investor expectations, with net profit down 51% year-on-year [4][5]. - Total revenue grew by 22.4% to 356.7 billion, with the new business segment, including food delivery, seeing a revenue increase of 198.8% to 13.852 billion [8][13]. - The core retail business remains the strongest performer, with a revenue increase of 20.6% and an operating profit margin of 4.5%, marking the highest record for JD during major promotional periods [5][13]. Strategic Shifts - JD is adopting a more pragmatic approach in the food delivery sector, focusing on building a solid foundation rather than competing aggressively for market share [4][7]. - The company aims to enhance user, merchant, and delivery personnel experiences while prioritizing quality over quantity in its service offerings [5][10]. Market Position and Competition - The competitive landscape has shifted, with JD becoming a quieter player in the "delivery war," as rivals like Taobao and Meituan ramp up their efforts [7][11]. - JD's strategy includes avoiding direct competition with rivals during peak promotional periods, instead opting to support quality merchants through subsidies [7][8]. User Engagement and Growth - JD's active user base saw a significant increase, with daily active users up 35% and monthly active users up 17% year-on-year [8][9]. - The company is working on enhancing cross-selling capabilities between its food delivery and core retail businesses, although the effectiveness of this strategy remains uncertain [10][11]. Future Outlook - JD's management emphasizes a focus on sustainable business models rather than engaging in excessive competition, aiming for long-term growth through operational improvements and user experience enhancements [11][12]. - The company acknowledges the role of government subsidies in its recent performance but does not intend to rely on them as a long-term strategy [12][13].