JD.com's Qixian Xiaochu's decision to enter Meituan and Taobao Flash may be based on traffic demand and positioning adjustments.

Recently, Qixian Xiaochu, JD.com's food delivery brand, has quietly launched on platforms including Meituan and Taobao Flash.

Investigation reveals that Qixian Xiaochu (Changbao Building store) currently achieves monthly sales of 2,000 orders on Taobao Flash and 400 orders on Meituan. On Meituan, Qixian Xiaochu carries a "Popular New Store" label. Additionally, users in distant locations can order through Meituan's errand service. JD.com's Miào Sòng platform shows that Qixian Xiaochu has sold 90,000 orders since opening.

Regarding dish pricing, both Meituan and Taobao Flash allow stacking of large discount coupons, with rice bowl dishes priced between 15-20 yuan after discounts. Using rice bowls as an example, comparison across the three platforms shows that JD.com's Miào Sòng still offers the lowest prices.

When Qixian Xiaochu first opened, it signaled willingness to cooperate with other platforms.

On July 20 this year, Qixian Xiaochu's first self-operated food delivery store opened, allowing users to place orders online through a "delivery + pickup" model. At that time, Qixian Xiaochu was only available on JD.com's Miào Sòng platform, not on Meituan or Taobao Flash. Liu Bin, head of Qixian Xiaochu business, subsequently stated that regarding joining other platforms, Qixian Xiaochu maintains a very open attitude - willing to cooperate as long as consumers have demand or other platforms are interested.

Chen Liteng, digital lifestyle analyst at NetEase E-commerce Research Center, explained that JD.com's Qixian Xiaochu's decision to join Meituan and Taobao Flash may be based on traffic demand and positioning adjustments. Qixian Xiaochu faces growth limitations on a single platform, while Meituan and Taobao Flash possess massive user traffic and delivery networks that can effectively boost Qixian Xiaochu's order volume and brand exposure. Meanwhile, JD.com positions Qixian Xiaochu as an open platform with "no limits on the consumer end" rather than a single-platform aggregated store, making this entry a natural extension of multi-channel deployment.

Qixian Xiaochu's entry into Meituan and Taobao Flash may represent the food delivery industry entering a new phase. The previous food delivery war began in April, peaked in July, and then decreased in intensity by August. Regarding the food delivery war, JD.com CEO Xu Ran previously stated that JD.com believes these excessive competitive behaviors have not generated model innovation nor brought incremental value to the industry, but instead disrupted the industry's pricing system to some extent and caused much trouble for merchants, making them unsustainable. Currently, JD.com focuses its main energy on improving platform systems and enhancing user, merchant, and delivery rider experiences. For different regions and user groups, JD.com will provide more refined promotional strategies to improve scale efficiency, fulfillment efficiency, and system capabilities.

Chen Liteng noted that the relationship between JD.com and Meituan has shifted from early competition to collaboration, essentially reflecting the internet industry principle of "no permanent enemies, only permanent interests." The long-term friendship between Liu Qiangdong and Wang Xing provides an emotional foundation for cooperation, but the core driving force lies in the alignment of both parties' strategic needs - JD.com needs traffic breakthroughs, Meituan needs quality upgrades, and Taobao leverages the momentum to expand its ecosystem. Qixian Xiaochu's simultaneous entry into both major platforms marks JD.com's transition toward "multi-platform collaboration."