2025年7月22日，京東正式宣佈啟動「菜品合夥人」招募計劃，投入高達10億元人民幣的現金資源，旨在從全國尋找1000道具有市場潛力的招牌菜，並為每一道被選中的菜品提供至少100萬元人民幣的保底分成獎勵。這個舉措不僅引發餐飲業界的廣泛關注，也標誌著京東對自有品牌餐飲業務的重磅佈局正式啟動。

「菜品合夥人」計劃的合作方式十分開放與靈活，京東希望吸引餐飲業者、名廚、料理研發人員甚至是家庭廚神參與，只需提供獨家菜品配方並參與京東的研發過程，一旦該菜品經評估通過並納入京東的標準化供應體系，即可獲得保底分成。同時，京東也承諾保護配方的原創性與合作方的知識產權，降低參與門檻，並提升合作夥伴的積極性。

本次招募計劃的推出與京東近年來積極佈局新零售與餐飲外賣服務密切相關。配合「菜品合夥人」制度，京東也同步宣佈「七鮮小廚」自營外賣品牌正式啟動，首家門店已經開業，並計劃在三年內於全國建設10,000家門店，形成廣泛的餐飲零售網絡。「七鮮小廚」主打高品質、標準化與本地口味融合的中餐體驗，透過數位化供應鏈與智能外送體系，實現從原料採購、中央廚房製作到最終消費者手中的全鏈條控制。

京東之所以斥資10億元並高調招募合作夥伴，背後的主因是對當前中國餐飲外賣市場潛力的高度重視。隨著消費者對食品品質、口味差異化與品牌信任度的要求不斷提升，傳統平台型外賣模式逐漸面臨同質化與競爭加劇的挑戰。京東則希望透過自主品牌的運營模式與菜品研發合夥制度，打造出差異化競爭力，並形成穩定且高附加價值的供應體系。

此外，藉由挖掘各地民間經典菜系與家庭食譜，京東不僅能快速豐富其餐品矩陣，也在文化層面強化品牌與消費者之間的情感連結。這種「共創經濟」模式，不僅賦予普通創作者參與大型餐飲項目的可能，也讓京東得以在成本控制與創新之間取得平衡。

整體而言，「菜品合夥人」制度與「七鮮小廚」品牌的結合，不僅體現京東對餐飲業態的長線布局，更顯示其企圖在激烈的外賣市場中另闢蹊徑，打造具備品質保證與本土特色的餐飲新標杆。這場結合科技、供應鏈與美食文化的創新實驗，將可能成為中國外賣市場下一階段的重要發展方向。

On July 22, 2025, JD.com officially announced the launch of its “Signature Dish Partner” recruitment initiative, backed by a substantial investment of RMB 1 billion in cash resources. The program aims to discover 1,000 market-worthy signature dishes from across China, offering each selected dish a guaranteed minimum revenue share of at least RMB 1 million. This bold move has not only sparked widespread attention within the food and beverage industry but also marks JD.com's formal entry into the self-branded dining sector.

The "Signature Dish Partner" program is designed to be open and flexible. JD.com is looking to attract restaurant operators, renowned chefs, food developers, and even talented home cooks. Participants need only to provide exclusive recipes and participate in JD.com's product development process. Once a dish passes the evaluation phase and is integrated into JD’s standardized supply chain system, it becomes eligible for the guaranteed revenue share. JD.com also pledges to protect the originality of recipes and the intellectual property of its partners, thus lowering the entry barrier and encouraging broader participation.

This recruitment campaign aligns closely with JD.com's broader strategy to expand into new retail and food delivery services. Alongside the partner program, JD.com also unveiled its self-operated food delivery brand, “Qixian Kitchen,” with its first store already open. The company plans to open 10,000 outlets nationwide within three years, establishing a widespread dining and retail network. Qixian Kitchen focuses on high-quality, standardized Chinese cuisine fused with local flavors, enabled by a digitized supply chain and intelligent delivery system that ensures full-chain control—from ingredient sourcing and central kitchen preparation to final delivery.

The decision to invest RMB 1 billion and openly recruit partners reflects JD.com's strong confidence in the potential of China’s food delivery market. As consumer expectations around food quality, flavor diversity, and brand trust continue to rise, traditional platform-based delivery models face growing challenges such as product homogeneity and intensified competition. JD.com seeks to differentiate itself through its proprietary brand model and collaborative dish development system, thereby creating a stable, high-value supply chain.

Furthermore, by tapping into regional culinary traditions and household recipes, JD.com not only rapidly expands its dish offerings but also strengthens the emotional connection between its brand and consumers on a cultural level. This co-creation model empowers everyday creators to participate in large-scale culinary ventures, allowing JD.com to strike a balance between innovation and cost control.

Overall, the combination of the “Signature Dish Partner” initiative and the “Qixian Kitchen” brand reflects JD.com's long-term strategic commitment to the food service industry. It also demonstrates its ambition to carve out a unique position in the fiercely competitive delivery market by offering food that blends quality assurance with local character. This innovative fusion of technology, supply chain management, and culinary culture could become a major trend in the next phase of China’s food delivery evolution.