7月22日，北京东城区长保大厦一楼外侧，京东旗下首家"七鲜小厨"门店正式营业。店内没有餐桌椅， 只有透明厨房和忙碌的外卖骑手。开业当天，这家不设堂食的门店订单即告"爆单"，10-20元的现炒餐 食从这里不断送出。 就在同一天，京东宣布了一项雄心勃勃的计划：投入10亿现金招募"菜品合伙人"，为1000道招牌菜寻找 研发者；同时，未来三年将投入超百亿资金，在全国建设超过10000家七鲜小厨门店。 餐饮困局破题者 如何重构外卖供应链？ 这个计划源于京东创始人刘强东一个月前的预告。6月17日，他在一场内部会议上透露："外卖市场很 大，很快你们会看到一种完全不同的商业模式，它能彻底解决食品安全问题。"如今，这一设想正式落 地。 七鲜小厨的核心创新在于其"菜品合伙人"模式。与传统餐饮连锁不同，合伙人无需承担开店资金与人力 成本，只需提供菜品配方并参与研发。一旦菜品入选，合伙人立即获得100万元现金保底分成，后续还 能持续获得销售分成，上不封顶。 "我们不是抢餐饮店的生意，而是希望和优秀餐饮商家一起，把原本被'幽灵外卖'等不良商家抢走的生 意抢回来。"七鲜小厨业务负责人刘斌强调。 隐藏在居民楼里、没有实体店、卫生条件堪忧的 ...

Core Viewpoint - The article discusses the ongoing "subsidy war" in the food delivery industry, highlighting the detrimental effects on small and chain businesses, and introduces JD's new model "Qixian Xiaochu" as a potential solution to the industry's challenges [4][10][30]. Group 1: Industry Challenges - The recent "0 Yuan Purchase" subsidy campaigns by Meituan and Taobao have led to a significant increase in orders but have severely impacted the profits of merchants, with some reporting minimal earnings despite high order volumes [4][10]. - The prevalence of "ghost restaurants" has intensified competition, driving down prices and squeezing the profit margins of legitimate businesses. For instance, in Beijing, the total profit of the restaurant industry dropped by 88.8% year-on-year in the first half of 2024, with profit margins plummeting to 0.37% [8][10]. - Many legitimate restaurants are forced to either compromise on quality or exit the market entirely due to the aggressive pricing strategies of "ghost restaurants" [9][10]. Group 2: JD's New Model - JD's "Qixian Xiaochu" aims to address the issues of food safety and merchant profitability by establishing a new business model that emphasizes quality over price competition [5][11][30]. - The model includes a "dish partner" mechanism, allowing restaurant owners to contribute recipes while JD manages the operational aspects, thus reducing the financial burden on partners [15][17]. - JD plans to invest 10 billion over three years to establish 10,000 locations, focusing on high-quality, verified food offerings [6][30]. Group 3: Value Chain Reconstruction - JD's approach seeks to eliminate "ghost restaurants" by implementing strict entry standards for partners, ensuring that only quality establishments are included in the delivery network [13][14]. - The model emphasizes transparency and food safety through measures such as centralized production and live-streaming of kitchen operations, which helps build consumer trust [23][26][29]. - By offering guaranteed returns and reducing operational risks for partners, JD's model aims to create a win-win situation for consumers, merchants, and the platform itself [18][30]. Group 4: Industry Evolution - The introduction of "Qixian Xiaochu" represents a significant shift in the food delivery landscape, moving from a focus on price competition to one centered on value and quality [30][32]. - This initiative not only addresses the immediate challenges faced by the industry but also sets a precedent for future developments in the food delivery and broader restaurant sectors [32].

Core Viewpoint - JD's new self-operated takeaway brand, Qixian Xiaochu, aims to innovate the food delivery market by utilizing a "dish partner" model, allowing restaurant partners to focus on dish development while JD handles the overall operations and costs [3][6][34] Group 1: Business Model and Strategy - Qixian Xiaochu is positioned as a quality dining production platform, representing a significant supply chain model innovation in the food delivery market [6] - 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 [3][10][14] - Each dish partner is guaranteed a minimum profit share of 1 million yuan, with additional sales commissions that have no upper limit [14] - Qixian Xiaochu aims to provide meals priced between 10-20 yuan, targeting a market segment that is not focused on higher-priced dining options [15] Group 2: Market Positioning and Consumer Focus - The initiative seeks to address issues in the food delivery industry, such as the prevalence of "ghost kitchens" that offer low-quality food, by providing affordable, high-quality meals [7][18] - Qixian Xiaochu aims to create a trustworthy and affordable takeaway option for consumers, with a focus on hygiene and quality [17][18] - The model is designed to help quality restaurants increase sales and profitability by leveraging JD's supply chain advantages [19][34] Group 3: Supply Chain and Food Safety - All ingredients used in Qixian Xiaochu are sourced from reputable suppliers, ensuring quality and safety through strict selection processes [21][25] - The operational model eliminates the need for washing and cutting ingredients in-store, enhancing food safety and cleanliness [22] - Qixian Xiaochu implements a comprehensive 40-point inspection and sanitation protocol to ensure food safety [25] Group 4: Competitive Landscape and Future Plans - JD emphasizes that Qixian Xiaochu is not in competition with existing restaurants or other delivery platforms, but rather aims to reclaim market share from low-quality food providers [13][34] - The company is open to collaborating with other platforms to meet consumer demand for quality and affordable meals [33]

Core 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].

Core Viewpoint - JD.com has launched the "Dish Partner" recruitment plan, investing 1 billion yuan to create a quality dining production platform called "Qixian Xiaochu," aiming to provide affordable and high-quality meals through an innovative supply chain model [3][4][5]. Group 1: Business Model and Strategy - Qixian Xiaochu's business model allows partners to provide recipes and participate in development, while JD.com handles cooking and quality control, ensuring a streamlined process for food delivery and pickup [3][5]. - The platform aims to address pain points in the restaurant and delivery industries, such as the difficulty of nationwide chain operations and the prevalence of "ghost kitchens" [3][4]. - The recruitment plan has received over 20,000 applications from various brands and individual chefs since its announcement [4]. Group 2: Supply Chain and Quality Assurance - Qixian Xiaochu emphasizes a rigorous supply chain, sourcing ingredients from reputable suppliers and ensuring food safety through strict quality checks and cold chain logistics [5][6]. - The platform has implemented 40 high-standard inspection protocols covering various aspects of food safety, collaborating with a well-known health management organization for regular checks [6][7]. - The innovative supply chain model allows Qixian Xiaochu to offer meals at competitive prices while maintaining quality, with some dishes priced around 10-20 yuan [4][5]. Group 3: Market Position and Future Plans - Qixian Xiaochu positions itself not as a "sub-landlord" but as a collaborative platform, where operational costs are covered by JD.com, allowing restaurant partners to focus solely on recipe development [6][7]. - The platform currently operates exclusively on JD.com’s delivery service but is open to partnerships with other platforms in the future to expand its reach [7].

Core Viewpoint - The launch of "Qixian Xiaochu" by JD marks a new business model in the food delivery sector, focusing on partnering with chefs and restaurants to create a unique offering that differs from traditional platforms like Meituan [1][2]. Group 1: Business Model - "Qixian Xiaochu" operates as a collaborative platform where partners provide recipes and participate in development, while JD handles cooking, quality control, and sales [1][2]. - The model emphasizes a revenue-sharing mechanism where partners receive a guaranteed minimum of 1 million yuan for each dish, with no upper limit on sales revenue [4]. Group 2: Supply Chain and Operations - The supply chain is built on partnerships with reputable brands, utilizing JD's existing supply chain advantages, including major suppliers like COFCO, China Salt, and Yihai Kerry [1][5]. - JD plans to invest over 10 billion yuan to establish more than 10,000 "Qixian Xiaochu" locations nationwide within three years, focusing on areas with high demand for food delivery [5]. Group 3: Market Strategy - The first location is strategically placed in Beijing's Dongcheng District, chosen for its high volume of "ghost delivery" orders, and aims to avoid competing with existing partner restaurants [5]. - The company is open to collaborating with other platforms, indicating a flexible approach to market presence and consumer demand [6].