由于外卖新业务对业绩的影响正式被纳入，从今年二季度开始，京东财报可以被视为进入一个新的观察期。"外卖大 战"第一回合可谓对京东Q2财报的影响"立竿见影"，在实实在在地拉动收入和用户交易频次的背后，是"三费"的激增与自 由现金流的锐减。 就在昨天，亚马逊宣布已在1000座城镇上线生鲜食杂的当日达服务，针对Prime会员实行购满25美元免运费政策，并计划 年底前扩张至2600座城。这令与此相关的配送服务商Instacart和DoorDash，以及零售商沃尔玛和Kroger都倍感压力，其股 价均应声下跌。 当我们还在对照Q2财报分析京东花费如此大代价挤进外卖市场是否值得时，亚马逊沿着零售"时间轴"的扩张脚步似乎更 坚定。两家模式类似的电商公司是否说明，即使未来重新由盈转亏，也必然要走这一步？ "三费"的激增 今年3、4月份是京东外卖投入的快速落地期，尽管外界已预判会带来营销推广费用的上涨，但昨天公布的涨幅还是令人 感到一点惊讶。Q2京东的营销开支同比增加127.6%，单季度净增151亿元；营销费用率从去年同期的4.1%增加到今年Q2 的7.6%。该增加主要用于外卖等新业务的推广。 环比看，Q2营销开支增加了165亿 ...

Core Viewpoint - The impact of the new food delivery business on JD's performance is significant, leading to increased marketing expenses and a reduction in free cash flow, indicating a challenging competitive environment in the market [1][2]. Financial Performance - JD's marketing expenses in Q2 increased by 127.6% year-on-year, with a net increase of 15.1 billion yuan, raising the marketing expense ratio from 4.1% to 7.6% [1][2]. - The overall increase in "three expenses" (marketing, R&D, and administrative) was 95% year-on-year, resulting in an operating loss of 860 million yuan in Q2, compared to an operating profit of 10.5 billion yuan in the same period last year [2][5]. - Free cash flow in Q2 dropped by 56% year-on-year to 22 billion yuan, indicating a significant cash outflow due to increased spending on marketing and new business initiatives [6]. Market Strategy - JD's entry into the food delivery market aims to leverage high-frequency daily transactions to boost its core e-commerce business, with management expressing confidence in achieving expected synergies [3][5]. - The company plans to maintain a stable subsidy strategy in the food delivery market, avoiding excessive competition and focusing on long-term strategic goals [6][7]. Industry Context - The competitive landscape is intensifying, with Amazon expanding its same-day delivery service, putting pressure on JD and other retailers [1][7]. - The overall retail market growth is slowing, with the National Bureau of Statistics reporting a 6% year-on-year increase in wholesale and retail revenue in Q2, indicating a challenging environment for growth [8].