JD.com is about to launch a new takeaway model that is completely different from Meituan, which has sparked many conjectures in the industry. This article starts from JD.com’s recent actions and core capabilities, deeply analyzes the new food delivery business map it may build, and gives you a sneak peek into this high-profile industry change.
The business dynamics we are paying attention to this week are: what Liu Qiangdong recently mentioned, which will be launched in a month, completely different from Meituan, JD.com’s new takeaway business model.
Liu Qiangdong said at a media communication meeting a few days ago, “In another month, JD Takeaway will come out with a completely different business model from Meituan. Therefore, JD Takeaway has been doing a lot of projects since the first day of doing it”, and revealed, “We also expect this business model to truly and completely solve the problem of food safety, and allow consumers to buy cost-effective and safe food.”
The answer has not yet been revealed, but “Narrow Broadcast” believes that from what the “speaker” Liu Qiangdong said and what the “executor” Xu Ran did, we may be able to find some clues to support our prediction.
At nearly 618, JD.com CEO Xu Ran attended two events intensively: on June 14, the opening platform of JD MALL Beijing Shuangjing store, and on June 17, the opening platform of the country’s first Seven Fresh Food Mall (although it is called Mall, but it is actually only on the basement floor).
You must know that even if the first Xi’an store of JD.com MALL in China opens in 2021, JD.com’s platform guests are only at the level of the president of the business group, and the Beijing Shuangjing store is not even the first of JD.com MALL in Beijing; On the other hand, the last time JD.com’s core executives supported the business with the name “Seven Fresh” was back in 2018.
What made them so important to Xu Ran?
Beijing Shuangjing store is JD.com’s more than 20 JD.com Malls in the country, and the biggest difference from JD.com’s earlier opening is that it introduces non-traditional home appliance-related formats and brands (MUJI, PAGEONE) for the first time, broadening the shopping scene of JD.com’s original limited to JD.com’s advantageous categories.
Seven Fresh Food Mall is a newly launched “catering physical infrastructure brand” launched by JD.com, which is similar in form to a catering collection store format. In addition to the basic offline purchase and dining functions, the linkage with JD.com takeaway includes 100% kitchen live broadcast for catering merchants, cross-store selection and single matching (orders placed by different merchants in the mall, but merged into the same order during delivery), in order to echo JD.com’s quality takeaway mentality and improve delivery efficiency.
In addition to Xu Ran, Li Changming, the person in charge of Seven Fresh Food Mall, attended the event that day. According to public information, Li Changming was born as a management trainee of JD.com and has always been trusted by Liu Qiangdong, and his previous position was the general manager of JD Daojia. After former Meituan executives gradually took over JD.com’s second delivery business, Li Changming was briefly demoted to the middle office department at the end of 2024. This time, he became the head of Seven Fresh Food Mall, which also illustrates the more possibilities of combining this business with JD.com’s takeaway.
According to the information disclosed by netizens, the location of the Harbin store of Seven Fresh Food Mall is the Harbin Innovation Market, which began to be renovated at the end of February this year, and there was once news that it would reopen in April, and finally postponed it to June. From the timeline, it can also be consistent with what Liu Qiangdong said that “JD Takeaway has been doing many projects since the first day”.
According to JD.com, after the opening of the first store of Seven Fresh Food Mall Harbin, it will continue to integrate the country’s high-quality catering resources to lay out the whole country.
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Therefore, we believe that the so-called new takeaway business model that is completely different from Meituan may be to take the form of Seven Fresh Food Mall as an important infrastructure, and in the future, it will be infiltrated and replicated to JD.com Mall (JD.com Mall currently has some catering areas, but it is operated by a third party), and even to more commercial shopping centers, focusing on a single-matching self-operated takeaway form.
The so-called self-operated means that the infrastructure is still built by JD.com itself (Seven Fresh Food Mall, takeaway rider team), and the operating brand is still selected by JD.com (merchants settled in Seven Fresh Food Mall), and finally provides a new delivery form derived from the new infrastructure (one single match).
In this process, the layout of Seven Fresh Food Mall and the selection and service of settled merchants are not only the heaviest part of the quasi-self-operated model, but also what Liu Qiangdong has always emphasized, and everything JD.com does is a concrete embodiment of the supply chain.
Still taking the first store in Harbin as an example, the first store owner promotes the top ten catering brands, and JD.com has clearly divided them into types and service functions: supply chain enterprises (with multi-dimensional consumer insights, actively promote their incubation of new brands, and continue to innovate to lead the market); big brands (catering to the new trend of mass consumption, actively promoting their incubation of sub-brands, and increasing consumption stickiness); time-honored brands (actively embrace innovative consumption scenarios, actively promote the exploration and creation of trendy and youthful products, and create a second growth curve); Local intangible cultural heritage food brand (promoting local catering culture to the whole country).
Specifically, for example, Leshou Yufang, which has settled in the first store in Harbin, is a small store of 40 square meters of takeaway + takeaway + light dine-in Beijing roast duck, and the Leshou Agriculture and Animal Husbandry Group behind it, founded in 1998, is currently the largest and most complete industrial chain roast duck billet manufacturer in the country; For example, the time-honored pickle brand Liubiju, which is also settled, has also sold its innovative product in recent years, Erba sauce milk tea (Erba sauce refers to sesame sauce mixed with sesame sauce and peanut butter 2:8).
What JD.com wants to do is to rely on its in-depth understanding of the supply chain to solve food safety problems by selecting high-quality catering brands and products to settle in Qixian Food Mall through sourcing and procurement. At the same time, there is also the possibility of providing other supply chain support to these catering businesses.
For example, Li Changming mentioned in answering why the first store was located in Harbin that he not only attaches importance to the popularity of the city and the atmosphere of active consumption, but also attaches more importance to the geographical advantages of the city’s cross-border region, as well as the city’s support and support for new formats; As an important node of JD Logistics in the Northeast, Harbin can rely on the local cold chain and instant delivery network to provide important support for the better operation of JD.com’s “quality takeaway + dine-in” model.
Leshou Yufang also revealed, “In terms of marketing, logistics, warehouse management and other costs, we have achieved large-scale declines.”
Use this idea to further understand the supply chain emphasized by Liu Qiangdong, whether it is Qixian Food Mall + JD.com’s takeaway, or the international European layout (first do basic logistics, and then talk to the brands one by one, sign 1,000 brands, help them do compliance and certification, and take them to the sea), it is a kind of S2B2C with self-operated as the background: S is the S chosen by JD.com’s own procurement and marketing, B is the infrastructure built by JD.com, whether it is e-commerce logistics or offline Mall, C is the consumer.
There are many companies doing S2B2C, broadly speaking, the community group buying model represented by Xingsheng Preferred, the instant retail model represented by Meituan, etc., are also S2B2C. The difference is that JD.com has been consistent with Yuanchang e-commerce, especially emphasizing self-operation or quasi-self-operation, emphasizing pre-audit and screening at the supplier level, rather than welcoming all merchants to grow freely and survive the fittest here.
Self-employment is destined to pave the way very heavy and very slow, to grasp the right time to enter the market, to overcome many obstacles in the early stage, it is possible to grow large enough, wide enough, and have the opportunity to compete with platform enterprises in the market.
It once cast the glory of JD.com and now: “If it weren’t for JD.com’s self-operated advantage, if it was a pure platform model, JD.com would have died long ago”, but in more newer fields, whether this self-operated old ferry ticket can escort JD.com to continue to move forward still needs to be tested by practice.
