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JD.com enters the food delivery market: can it break Meituan's moat?
1. Background and Current Situation
In February 2025, JD.com officially announced its entry into the takeout market, launching the "JD Takeout" service and offering a "zero commission for the whole year" promotion to attract dining merchants. This move marks the official entry of China's takeout market into a new era of "triple competition" among Meituan, Ele.me, and JD.com.
JD.com's move is not a spur-of-the-moment decision but is based on its long-term layout of Logistics networks and instant retail business. As early as 2022, JD.com revealed plans to enter the takeout market, and in 2024, it integrated "One-Hour Delivery" and "JD.com Home Delivery" to launch the "JD Express Delivery" service. However, the takeout market has long been dominated by Meituan and Ele.me, with Meituan forming a strong moat due to its large rider network and high frequency of orders.
2. JD.com's Advantages and Strategy
The core advantage of JD.com's entry into the takeout market lies in its self-built Logistics network and instant retail experience. Through the "Dada Express Delivery" service, JD.com possesses a certain level of fulfillment capability in takeout delivery. Additionally, JD.com focuses on "quality takeout," strictly selecting the merchants it partners with to ensure service quality and Food Safety, which aligns with its brand image of "quality e-commerce."
In terms of strategy, JD.com has adopted a '0 commission' policy to attract merchants, and through promotions such as 'FREE shipping for PLUS members', it enhances user loyalty. These measures aim to boost high-frequency takeaway Orders...