jd.com increases its investment in food delivery and layouts "light dining", and giants compete for instant retail
2024-09-26
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with the vigorous development of the digital economy, the food delivery industry has become a new battlefield where various forces are competing.
on september 25, beijing news shell finance reporter noticed that there were new changes in jd.com’s delivery service.
in the recently updated jd.com application, the delivery service is placed at the top of the homepage with two key entrances. the delivery categories include fresh food, medicines, snacks, coffee and milk tea, etc. in addition, fast food representatives burger king and yonghe king are also online.
in 2023, douyin and wechat have successively announced that they will enter the food delivery market. in june last year, jd.com was also reported to be entering the food delivery market. xin lijun, then ceo of jd.com retail, said in an interview with the media that jd.com was studying the possibility of entering the food delivery market.
an insider of jd.com revealed that jd.com's food delivery business has been in place for a long time within jd.com, "when xin lijun was ceo of jd retail, he had already laid out new catering delivery services such as light meals and coffee."
jd.com has increased its investment in food delivery business, and the market has also welcomed new players. this change clearly conveys that jd.com is no longer satisfied with the single beverage delivery service, but has begun to extend its tentacles to a wider range of food delivery areas.
"e-commerce companies deliver food, and food delivery platforms do e-commerce." in recent years, leading internet companies such as jd.com and douyin have frequently announced plans to enter the food delivery business, while established food delivery platforms such as meituan are also continuously expanding their local internet businesses. each platform is trying to expand new sources of income through new business models and enhance the overall competitiveness of the platform, and the business boundaries between giants are also becoming increasingly blurred.
seconds delivery has upgraded its strategic position, and takeaway has expanded into light dining
on september 25, a reporter from beijing news shell finance checked the jd.com application and found that the delivery service "seconds delivery" was set at the top of the homepage with two key entrances. the delivery categories included fresh food, medicines, snacks, coffee, milk tea, etc. in addition, fast food representatives burger king and yonghe king were also launched.
the horizontal screen delivery zone prioritizes the display of fresh food, urgent digital products, supermarket convenience, coffee and milk tea, and medicine delivery. above them, there will be random floating displays of subsidies and benefits such as "free shipping", "49 minus 5", and "free order". new fast food restaurants such as burger king and yonghe king are temporarily placed in the coffee and milk tea zone. the brands that have settled in include common brands such as luckin coffee, kudi, and mixue ice city.
jd.com’s instant delivery area shows that the fastest delivery time is 9 minutes, and the delivery time from stores around the reporter’s location is about 30 minutes.
screenshot of the consumer page for jd.com’s instant delivery area.
this year, jd.com announced a comprehensive upgrade of its instant retail business on the eve of 618, launching a new brand image of "second delivery". jd.com merged its two major services, "jd hourly delivery" and "jd home delivery", into "jd second delivery", claiming that the fastest delivery can be achieved in 9 minutes.
jd.com has been developing the instant retail market for many years. from jd.com home delivery to jd.com convenience stores, and now the "second delivery" service, jd.com's instant retail business integrates online and offline resources and once again focuses on instant retail.
at the beginning of this year, jd retail set three must-win battles in 2024, namely content ecology, open ecology and instant retail. the launch of the new brand image of "second delivery" not only integrates jd's instant retail related resources, but also directly upgrades from the "hour era" to the "second era" in an attempt to occupy the minds of consumers.
with the launch of multiple categories such as food delivery, e-commerce giants are seizing the boom in instant retail and accelerating competition. not only are they further speeding up delivery speed, but they are also expanding their product categories to meet the diverse needs of consumers.
this is not jd.com’s first attempt at food delivery.
in 2023, douyin and wechat announced that they would enter the food delivery market. in june 2022, jd.com was also reported to enter the food delivery market. xin lijun, ceo of jd.com retail, said in an interview with the media that jd.com is studying the possibility of entering the food delivery market. "as for when to start, it will depend on our capabilities and when we can build a team of talents."
at that time, a reporter from beijing news shell finance learned from jd.com that jd.com was initially only in the trial stage of the business, and whether to enter the food delivery market and how to proceed still needed to be decided at the business analysis meeting, and the project had not been finalized.
jd.com's food delivery service was not officially launched, although jd.com had previously built an instant delivery team for the food delivery service. the beijing news shell finance reporter learned that due to strategic adjustments, jd.com chose to focus on its main business, reduce costs and increase efficiency. many new businesses that were previously exposed were stopped within jd.com, including the community group buying business led by liu qiangdong himself, which was shrunk due to policy adjustments and other reasons, and the food delivery business has not yet been launched.
since the beginning of this year, with the recovery of the consumer industry, jd.com has gradually recovered after its profits improved, and new businesses have gradually been restarted in recent years.
"when xin lijun was ceo of jd retail, he had already laid out the delivery of light meals, such as light meals and coffee." a jd insider told the beijing news shell finance reporter that jd's food delivery business has been laid out within jd for a long time, trying to use light meals such as coffee and simple meals as an entry point.
instant retail capital layout and business actions are constantly underway. experts suggest that the industry is in its infancy and needs to be properly guided.
at present, it seems that jd.com has not launched a single food delivery business, and the food and beverage category is more of a part of instant retail.
jd.com’s entry into instant retail can be traced back to 2015.
jd launched the "jd home delivery" service in 2015, relying on dada express to provide consumers with one-hour home delivery services for supermarket convenience, fresh fruits and vegetables, medicine and health products, etc. this is jd's initial attempt in the field of instant retail, aiming to provide a more convenient shopping experience through the integration of online and offline resources.
in 2021, jd.com and dada jointly launched "jd hourly shopping", which fully integrated the resources of jd retail and jd daojia. when users purchase products with the "hourly shopping" logo on the jd app, they will be shipped from cooperative stores within 3 to 5 kilometers and delivered within one hour.
in february 2022, jd.com announced that it had increased its stake in the instant retail and delivery platform dada group, increasing its shareholding ratio to 52%, becoming the controlling shareholder of dada group.
in may this year, jd.com fully upgraded its instant retail business to "jd.com second delivery", which can deliver goods in as fast as 9 minutes. not long ago, on september 17, dada group announced that jd.com had completed the purchase of dada group shares held by walmart's subsidiary, and dada's stock price soared 21.7%. on the same day, jd.com's us stock price also rose by 13.91%. so far, jd.com has acquired all of dada's shares held by walmart, and its shareholding ratio has increased to 63.2%.
the capital moves show that jd.com is adjusting its strategy to consolidate and expand its market share. dada group has undoubtedly become a key link in jd.com's layout in the instant retail track.
in recent years, the instant retail market has once again become a new battlefield for e-commerce giants to compete with its rapid development momentum and huge market potential. jd.com, taobao, meituan and other leading e-commerce platforms have increased their investment in an attempt to find new growth.
as of now, the homepage of taobao app has been revamped and updated, adding a first-level traffic entrance for "hourly delivery". jd.com's instant retail business has been fully upgraded and launched "second delivery". meituan's flash purchase business has become a strategic growth point. at the same time, jd.com and meituan have started competition again after the online purchase of medicines under medical insurance on july 1. douyin e-commerce merchants have developed "doudian·home delivery".
as an emerging business model, instant retail meets consumers' immediate needs through online ordering and offline fulfillment, relying on local retail supply. at a time when the growth of traditional e-commerce models has peaked, instant retail is marching towards "everything delivered to your home" and trying to become a new antidote for the e-commerce industry.
however, in recent years, consumers have paid more attention to cost-effectiveness, which will also increase the difficulty of developing instant retail business. jd.com, douyin, sf express and other leading e-commerce companies are trying the food delivery market based on comprehensive considerations of market demand, user base, market competition, strategic layout, technology drive and innovation capabilities. through the food delivery business, these platforms can not only expand new sources of income, but also improve user experience and overall platform competitiveness, further consolidating their market position in the e-commerce field.
hong yong, associate researcher at the e-commerce research institute of the ministry of commerce, said that the era of everything being delivered to your home is accelerating, and instant retail will become a new channel for corporate transformation and upgrading. offline retailers now obtain consumer data and transmit it to manufacturers, further enhancing the momentum of the economy. hong yong also said that smart logistics and instant retail have entered a new stage of coordinated development. "now we have entered an aging era. with the development of instant delivery, the requirements for delivery personnel are getting higher and higher. in the future, we can innovate delivery models through drones, unmanned vehicles, etc."
regarding the question of how the government should guide the development of instant retail, hong yong believes that the government should provide planning and guidance. at present, there is no corresponding planning for the instant retail industry. the industry is in its infancy and needs correct guidance. in addition, the level of standardization should be improved and corresponding standards that meet the development of instant retail should be established. at the same time, the guarantee of factors should be increased, including the construction of logistics infrastructure such as forward warehouses and support for talent training.
beijing news shell financial reporter cheng zijiao editor chen li proofreading mu xiangtong
