Following his previous dinner gathering with delivery drivers, Liu Qiangdong once again used wine as a medium for business networking, personally endorsing JD's new ventures.

The wine tasting event featured several heavyweight attendees, including Wang Li, Deputy Party Secretary and General Manager of Kweichow Moutai Group, and Ji Keliang, the revered "Godfather of Moutai" and former Chairman.

At last night's wine tasting event, Liu Qiangdong stated that JD's development of wine and travel business "will not drag the hotel industry into price wars, forcing three platforms into cutthroat competition, and will not force hotel practitioners to further reduce prices, which would lead to declining service quality, compressed profit margins, and ecosystem destruction." He also revealed that "JD is about to announce a comprehensive new hotel development plan, and delivery services will also feature innovative new business models."

Liu Qiangdong also candidly mentioned that he had reached out to Wang Xing, "but Wang Xing said he was engaged in 'warfare' with Cheng Wei (of Didi) overseas in Brazil's food delivery business. My friend Yao Jinbo suggested inviting Meituan's Senior Vice President Wang Puzhong, but Wang Puzhong said 'if the boss doesn't go, I dare not go,' so the meeting ultimately didn't materialize."

**Wine and Travel "Open Strategy": Reached Out to Wang Xing, Meeting Never Materialized**

From food delivery to wine and travel, Liu Qiangdong has once again stepped to the business frontline, personally endorsing and driving traffic to JD's new sectors.

Liu Qiangdong's rare public appearance not only ignited social media buzz but also boosted sales for partner hotels and liquor brands. According to official JD data, within 24 hours of the event announcement, one million users flooded the platform's activity venue, with Beijing hotel search volume increasing 600% compared to the previous period.

Lu Bin, Director of BTG Hotels Group and Party Secretary and General Manager of Beijing International Hotel, disclosed impressive figures—100 rooms were sold in just 30 minutes. JD Travel brought significant sales growth to hotels, opening new channels for hotels to integrate online and offline business operations and attract consumer traffic.

At the wine tasting event, Liu Qiangdong systematically outlined JD's strategic layout for three major new businesses for the first time, not only clearly sketching future offensive directions but also revealing his key cards and grand ambitions for deep market cultivation and competitive breakthrough.

**First, JD Group's Qixian Kitchen.**

Liu Qiangdong introduced, "The first Qixian Kitchen store has been online for two months, with daily production capacity of at least 1,500 orders. Moreover, within a 5-kilometer radius, many restaurants have seen sales surge by over 30%." He emphasized, "JD's first Qixian Kitchen didn't squeeze the survival space of food service practitioners within a 5-kilometer radius; instead, it brought them trust and more traffic."

He discussed his passion for cooking and his hope that people across the nation could enjoy JD Qixian Kitchen's delivery services. "My biggest dream is that in ten years, I hope Chinese cuisine can account for over 50% globally, letting the whole world fall in love with our Chinese cuisine and Chinese culinary culture."

**Second, JD Delivery.**

Liu Qiangdong revealed that JD Delivery hired many delivery riders in one quarter. "In the entire 15-year history of food delivery, no platform has ever paid full social insurance and housing fund contributions for any delivery worker. But JD pays full contributions for all social insurance and housing funds." "All of JD's support relies on our products, our prices, services, brand, and credibility."

Liu Qiangdong also made a public appeal to Wang Xing. He stated, "I deeply respect and appreciate Brother Xing (Wang Xing, Meituan founder). I hope our companies can be more open to each other, more straightforward, more genuine, and think less about complicated matters."

When asked whether he later met with Meituan CEO Wang Xing face-to-face, Liu Qiangdong responded that he "reached out to Wang Xing, but Wang Xing said he was engaged in 'warfare' with Cheng Wei (of Didi) overseas in Brazil's food delivery business. My friend Yao Jinbo suggested inviting Meituan's Senior Vice President Wang Puzhong, but Wang Puzhong said 'if the boss doesn't go, I dare not go,' so the meeting ultimately didn't materialize."

**Third, JD Wine and Travel.**

Liu Qiangdong stated that JD's development of wine and travel business "will not drag the hotel industry into price wars, will not force hotel practitioners to further reduce prices, which would lead to declining service quality, compressed profit margins, and ecosystem destruction." He also revealed that "JD will announce a comprehensive new hotel development plan."

**Signal Released: Is JD About to Launch Major Offensive?**

Liu Qiangdong's "JD Wine Tasting Event" wasn't just about tasting Moutai—it represented JD's ambitions to enter the new battlefield of wine and travel markets.

As early as June 18 this year, JD issued an open letter announcing "zero commission for hotels for three years." The night before, on June 17, Liu Qiangdong responded to media: "JD's entry into food delivery and wine travel is all to lay the groundwork for the supply chain behind them."

In his view, these new businesses don't exist in isolation but serve a grander supply chain integration strategy—by connecting multi-domain local lifestyle resources to build a comprehensive service system covering dining, travel, and other scenarios.

Since high-profile entry into food delivery in February this year, JD has entered the market with "zero commission" and "full social insurance and housing fund contributions for full-time riders." This approach has proven effective, with delivery services (part of new businesses) showing the most prominent revenue growth among JD's main business segments in the second quarter.

JD CEO Xu Ran firmly stated at the earnings conference, "We don't view the food delivery business as an isolated business sector, but as deeply integrated into JD's ecosystem. In the future, we hope to leverage JD Logistics and other ecosystem brother businesses to achieve greater synergistic effects. This is precisely the focus of our future strategic work—maintaining strategic focus in the dynamically changing food delivery market while investing efficiently and rhythmically."

According to e-commerce expert and Dolphin Society founder Li Chengdong, Liu Qiangdong's personal endorsement at the wine tasting event signals JD's high-level strategic emphasis. "He hasn't publicly endorsed any business through user meetups in a long time, which itself demonstrates his determination regarding wine and travel."

Li Chengdong further analyzed that JD currently uses "zero commission" policy as core attraction, which has strong appeal to some hotel merchants compared to high-commission platforms in the industry. Additionally, JD's placement of wine and travel business at a first-level entrance on the App homepage fully demonstrates JD's determination to allocate resources.

Informed sources revealed that JD's wine tasting events may be upgraded to monthly series brand activities in the future. The activities are expected to adopt a rotating cooperation model with different liquor companies and hotels to continuously build industry influence. However, the source also noted that whether Liu Qiangdong will personally attend every time remains undetermined.

**Focusing on Wine and Travel: What Lessons Must JD Learn?**

Liu Qiangdong has repeatedly emphasized that "all businesses revolve around supply chain," and this wine and travel business layout is precisely an extension of this core strategy. However, JD still faces considerable challenges.

According to Chen Liteng, Digital Life Analyst at the E-commerce Research Center, "JD Wine and Travel's differentiation barriers mainly lie in JD ecosystem's supply chain integration capabilities, synergistic effects of local lifestyle businesses like Qixian, and technology-driven precision marketing capabilities, providing a closed-loop experience of 'accommodation + dining.'"

However, as a new business launched this year, its shortcomings are also evident. He analyzed, "The main issues are limited user cognitive awareness, limited deep coverage of hotel resources, and shallow industry experience accumulation."

Facing challenges, JD Wine and Travel is also seeking more "solutions" for breakthrough, such as integrating JD platform's traffic and member resources, strengthening high-value package and exclusive benefit supply, and deepening strategic cooperation with hotel groups and scenic areas to gradually build differentiated competitiveness. For example, on the 9th of this month, JD officially signed a strategic cooperation agreement with Jin Jiang Hotels, integrating both parties' advantageous resources for comprehensive cooperation in three major areas: dining consumption scenario innovation, wine and travel services, and supply chain collaboration.

Regarding this, Chen Liteng stated that this "accommodation + dining + supply chain" deep binding model provides the industry with new thinking for breaking through existing competition. By reducing hotel commissions, improving dining revenue, and optimizing supply chain efficiency, it can effectively enhance hotel cooperation stickiness and improve user experience.

However, he also emphasized that "whether this model can become a new industry paradigm still requires time for verification. It's difficult to shake the OTA market structure in the short term—because industry competition has formed scale effects. JD needs continuous resource investment, expanding user base, and establishing broader cooperative ecosystems to gradually achieve differentiated breakthrough in the existing market."