在中國大陸，外賣市場長期由美團與餓了麼兩大平台主導，形成雙強格局。美團依託其在本地生活服務領域的龐大用戶基礎與強大配送網絡，占據了約67.4%的市場份額，已成為外賣服務的代名詞。餓了麼則在阿里巴巴生態體系的支持下，透過整合支付寶、淘寶等平台流量以及會員體系，穩居市場第二的位置。這兩家平台的外賣服務不僅滿足了用戶日常飲食需求，也成為推動本地零售、廣告營收及會員經濟的重要引擎。

然而，京東近年積極佈局即時零售與本地生活市場，於2024年正式推出自家的「京東外賣」服務，標誌著該領域進入新一輪競爭格局。京東外賣首波上線地區為北京，主打“品質堂食餐飲”商家招募路線，鎖定連鎖品牌與高端消費場景作為核心切入點。平台更提出首年「全免傭金」政策吸引商戶入駐，藉此快速擴大餐飲供給。此外，在騎手保障方面，京東表示將為全職騎手繳納五險一金，並為兼職人員提供意外險與健康保險，以提升配送隊伍的穩定性與職業吸引力。

京東之所以選擇此時加入外賣戰場，核心原因是看準「即時零售」的發展潛力。在疫情後的消費行為變化下，越來越多用戶傾向於“即要即得”的線上到家服務，這不僅包含熱食外賣，也涵蓋日用百貨、生鮮、藥品等多元品類。京東在電商物流方面積累了強大的基礎實力，具備快速響應與末端配送的能力，而外賣正是提升其在城市配送場景中覆蓋密度與時效性的關鍵一環。

不過，目前京東外賣的市場評價呈現兩極。一方面，消費者與品牌商家對其提供的「零傭金、保品質」策略給予正面期待，特別是連鎖餐飲業者樂於參與，提升整體品項水準；但另一方面，由於平台仍處於初期階段，商家類型偏少，中小餐廳供給不足，導致品類選擇不夠豐富，加上配送範圍與時效仍未與美團、餓了麼看齊，對用戶吸引力仍需觀察。配送體驗方面，高峰期配送延遲、運力不足等情況亦有出現，反映出尚需時間優化的系統與流程。

整體來看，京東加入外賣戰局，是其拓展本地生活與即時零售的重要策略部署。儘管短期內難以撼動美團與餓了麼的主導地位，但透過差異化定位、優質品牌商家合作與自身物流能力整合，確實為市場注入了新的競爭動能。未來京東外賣能否成功關鍵，在於其能否持續優化用戶體驗、擴大商家生態與穩定配送網絡，在這場競爭激烈、利潤空間有限的市場中找到自己的立足之地。

In mainland China, the food delivery market has long been dominated by two major platforms: Meituan and Ele.me, forming a dual-power structure. Meituan holds around 67.4% of the market share, leveraging its massive user base and powerful logistics network in the local services sector, effectively becoming synonymous with food delivery. Ele.me, supported by Alibaba’s ecosystem, integrates traffic from Alipay, Taobao, and other platforms, maintaining a solid second place. Both platforms have not only fulfilled users’ daily dining needs but have also become key drivers of local retail, advertising revenue, and membership-based economies.

However, JD.com has recently made a strong push into instant retail and the local lifestyle sector, officially launching its own food delivery service, “JD Takeout,” in 2024. This marks a new phase of competition in the industry. JD Takeout initially launched in Beijing, focusing on recruiting “premium dine-in restaurant” partners and targeting chain brands and high-end consumption scenarios as its core entry point. The platform also introduced a “zero commission” policy for the first year to attract merchants, rapidly expanding its restaurant offerings. Additionally, JD.com pledged to provide full social insurance (five insurances and one housing fund) for full-time couriers, and accident and health insurance for part-timers, aiming to enhance the stability and appeal of its delivery workforce.

JD’s timing in entering the food delivery battlefield stems from the growing potential of the “instant retail” trend. Post-pandemic consumer behavior has shifted toward “on-demand” services, not only for hot meals but also for daily goods, fresh produce, and medicine. JD.com has long held a strong foundation in e-commerce logistics, with capabilities for rapid response and last-mile delivery. Food delivery is seen as a key element in expanding its density and efficiency in urban delivery networks.

Market feedback on JD Takeout so far has been mixed. On one hand, consumers and brand merchants have expressed optimism about JD’s “zero commission and quality assurance” strategy, with many chain restaurants willing to participate, thereby raising the overall standard. On the other hand, as the platform is still in its early stages, the variety of merchants is limited, and small-to-medium restaurants are underrepresented, resulting in a lack of diversity in food options. Furthermore, JD’s delivery range and speed have not yet matched those of Meituan and Ele.me, limiting its appeal to users. Issues such as delivery delays and insufficient courier availability during peak hours also indicate the need for further optimization.

Overall, JD’s entry into the food delivery space is a strategic move to expand its footprint in local services and instant retail. While it may not be able to shake Meituan and Ele.me’s dominance in the short term, JD does inject fresh momentum into the market through differentiated positioning, high-quality merchant collaborations, and integration of its logistics capabilities. The success of JD Takeout will ultimately depend on its ability to continuously improve user experience, expand its merchant ecosystem, and stabilize its delivery network in this highly competitive and low-margin market.