This article is the original work of Deep Atom Article 898

Daily sales exceeded one million,

Monthly sales of 2000 single stores emerged

Li Desheng丨Author

Deep Potential Atom Studio丨Editor

京東外賣迄今的發展速度令人驚歎：官宣上線后僅僅 1 個月的時間，日訂單已破百萬。截至目前，已覆蓋全國包括北京、深圳、廣州、上海、成都、杭州在內 142 個城市，入駐品質堂食餐廳門店數突破 45 萬家。同時月銷千單、2000 單的門店正在批量湧現，不少商家更曬出收入截圖表示“ 1 單利潤要抵過美團 6 單”。

Differentiated anchoring of "quality dine-in", "thousands of stores" emerged in batches in January

JD.com has always stood for quality upgrading and service upgrading, and has entered the takeaway track with the concept of "quality takeaway" for differentiated competition, and the shaping of the brand mind is also more silky. And quality assurance is one of the biggest pain points for users in the previous takeaway market.

JD.com requires dine-in restaurants to be settled, and JD.com ensures qualifications by reviewing business licenses, reviewing store photos, and on-site verification.

On other takeaway platforms, merchants need to bear high commissions and invest a lot of money to buy traffic, resulting in the inability to improve the quality of catering products, and even have to cut the cost of ingredients and manpower, which leads to the market entering a vicious cycle, bad money drives out good money, and a large number of high-sales "ghost takeaways" are generated on the platform, and consumers and conscientious merchants are miserable about this.

3 月 19 日，中共中央辦公廳、國務院辦公廳發佈關於進一步強化食品安全全鏈條監管的意見，提出加強網路訂餐線上線下一體化監管，強化無堂食外賣監管和社會監督。

而銷售數據證明，消費者願意為品質和放心買單。僅僅官宣上線 1 個月，平臺就已批量湧現出月銷突破千單的門店。

《新京報》記者採訪發現，零傭金模式驅動下，商家生態被快速啟動。一批門店單月銷量突破千單，更有商家直言，每單利潤很可觀。

Xiao Shi (pseudonym), the person in charge of a Hunan restaurant in Shenzhen, said that after two weeks of settlement, the average daily order volume was stable at 0 orders, and the customer unit price was about 0 yuan, "The net profit of each order is close to 0 yuan, and there is no other cost except for the delivery fee." Compared with other platforms with higher commissions before, now with 0 commissions, we are much less stressed.

Ms. Li of Guangzhou Chaoshan Snack Bar said that the average monthly profit increased by 40% after entering the JD platform, "the profit per order is considerable, and I plan to launch JD.com's exclusive dishes to further expand the market."

Deep dive Atom learned from industry insiders that although there is still a gap between the number of JD takeaway orders and the traditional takeaway platform, the growth rate is still considerable to achieve this result in such a short period of time. At the same time, because the platform does not take commissions, the income per order will be much higher for merchants, and the reputation of merchants is also rapidly established. Because the catering industry is currently facing general cost pressures, in this case, merchants are extremely sensitive to commission-free.

The takeaway side reduces the burden on merchants, and merchants can spend money on the quality of products, so as to ensure the food safety of consumers.

Especially in the context of the policy of vigorously promoting consumption in the whole society, on the one hand, various policies are being introduced to encourage residents' consumption, but on the other hand, it is also necessary to create a consumption environment for safe consumption. JD's original strategic intention is fully in line with this background and trend.

Reshape the law of profit distribution in the food delivery industry

2025 年 3 月 13 日，“楊銘宇黃焖雞後廚亂象調查”視頻衝上熱搜，讓無數消費者再次關注食品安全。實則，這並非楊銘宇黃焖雞第一次出現在熱搜，此前楊銘宇黃焖雞也因為剩菜回收再賣給顧客被高度關注。

As a key part of the circulation link, takeaway can improve the food safety coefficient by raising the entry threshold and mechanism to a large extent.

A donkey meat roast shop in Beijing's Future Science City has also seen an increase in orders after connecting to JD.com's takeaway. The store said that the importance of JD takeaway to the store is now close to catching up with the traditional takeaway platform. Although there are still some imperfect places in the backstage of JD Takeaway, they are also willing to embrace this new change.

In order to confirm the quality of merchants, JD Takeaway has a strict screening mechanism. It is reported that the merchant standards of JD Takeaway must reach more than 10.0 points for Dianping or Douyin food, and there are local pushers who visit the front line of the store. Liu Xi said in an interview with the Beijing News that the current local push work is mainly to introduce the advantages of JD Takeaway and the 0 commission policy to merchants, and 0% of merchants are interested in hearing 0 commissions, and they can invite 0 merchants to settle in on average every day.

Even outside Beijing's Fifth Ring Road, as long as there are stores stationed in JD Takeaway, sufficient capacity can be guaranteed. The delivery staff came to the store to pick up the food quickly, and the communication with the store was more decent. This is largely due to JD.com's improvement in the welfare of delivery workers. This is consistent with the logic that users have generally praised JD Express delivery workers all the time - delivery workers and delivery workers, with a sense of corporate identity and local belonging, have the motivation to serve the area they are responsible for.

3 月 20 日，京東外賣宣佈，目前已與超 10000 名全職騎手簽署正式勞動合同，正逐步落實五險一金的繳納工作。外賣全職騎手繳納五險一金的所有成本，包含個人所需繳納部分，全部由京東承擔，確保騎手現金收入絕不會因為繳納五險一金而減少，此項舉措包含現有騎手和新加入的騎手。

To do takeaway, what JD has invested in and built is a "regular army".

Liu Qiangdong, who has a true temperament, likes to call employees "brothers", and also continuously improves the rights and interests of employees from practical actions, especially front-line employees. In the past, JD Logistics provided "five insurances and one housing fund" for all employees, and now JD Takeaway provides five insurances and one housing fund for full-time riders. Although from the perspective of investment, this undoubtedly increases the cost of JD.com. However, this consolidates the sense of belonging and gain of the delivery staff, and can build the most important "moat" for quality delivery.

By focusing on the quality market, strengthening platform trust barriers, and optimizing supply chain collaboration, JD Takeaway has built a barrier to differentiated competition for itself, and JD Takeaway, which is the bottom line for the whole chain, is becoming the third important player in the takeaway market.

"Dongge" has a famous "three cents and five theories" - if there is a chance to get a dollar, Jingdong will not take it all for itself, only take seven cents, and leave the other three cents to partners; As for the seven cents taken away, Jingdong will leave the three cents and five to the team, and use the remaining three cents and five for the sustainable development of the company.

JD.com's entry into the takeaway market is not only an improvement in quality, but also a redefinition of the benefit distribution mechanism of the takeaway market. This is completely in line with Liu Qiangdong's "Three Cents and Five Theory", all ends of the takeaway system have money to make and sustainable development, and the entire industry should develop benignly.

On Xiaohongshu, many users posted that JD.com's takeaway page is simple and silky, and the shipping cost is cheap, and the delivery speed is super fast, and the focus is on quality control ecstasy. Only brick-and-mortar stores are allowed to settle in, making it easier to order takeout without having to spend time and effort scanting ghost kitchens and pirated stores.

conclusion

Differentiation and asymmetric competition are what JD is best at, so JD has repeatedly been able to find its own way in seemingly solidified chess games with its own service and quality. Especially in the takeaway market, after full competition and "fighting" from various large manufacturers, it seems that an established pattern has been formed, but no one thought that Jingdong would "enter" this track this year.

In the view of Deep Dive Atom, JD Takeaway's "return gun" has another meaning, that is, for companies that maintain their entrepreneurial spirit, they will not compromise with the established pattern.

正如《孫子兵法勢篇》所言：凡戰者，以正合，以奇勝。 故善出奇者，無窮如天地，不竭如江河。