京东外卖官宣：“鲶鱼效应”有助于破除行业痛点

财中社2025-02-12

2月11日，京东黑板报公众号发布一则重磅消息，京东外卖正式启动“品质堂食餐饮商家”招募，商家打开京东App搜索“外卖入驻”，即可快速办理入驻。更为重要的是，京东将对2025年5月1日前入驻的商家实施全年免佣金。　　据慧博投研数据，2023年，中国外卖市场规模超过1万亿元，美团、饿了么占据绝大部分市场份额。京东进入外卖市场的举动被市场认为是其“即时零售”战略的延伸。　　更为重要的是，京东外卖以“全年...

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Points","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":1,"JD":1},"content_text":"2月11日，京东黑板报公众号发布一则重磅消息，京东外卖正式启动“品质堂食餐饮商家”招募，商家打开京东App搜索“外卖入驻”，即可快速办理入驻。更为重要的是，京东将对2025年5月1日前入驻的商家实施全年免佣金。　　据慧博投研数据，2023年，中国外卖市场规模超过1万亿元，美团、饿了么占据绝大部分市场份额。京东进入外卖市场的举动被市场认为是其“即时零售”战略的延伸。　　更为重要的是，京东外卖以“全年免佣金”和“品质堂食餐厅”为核心策略。在外卖行业竞争格局相对固化的当下，京东外卖或将对行业内的商家、消费者和骑手群体均可能产生重大影响。　　对于商家方面，京东外卖宣布对2025年5月1日前入驻的商家实行受全年免佣金优惠，这将直接减少外卖商家在外卖平台的佣金支出。此前，美团被传出实行6%至8%的佣金率，相比之下，京东的“零佣金”策略对中小型餐饮商家尤为友好，尤其是在当前外卖行业利润率较薄的背景下。　　京东的强势进入将迫使美团、饿了么在争夺商家的过程中不得不进行让利。　　对于消费者方面，京东外卖以“品质堂食餐厅”为切入点，这一标准可以帮助消费者过滤低质商家，避免“幽灵厨房”和“黑心外卖”的出现，推动外卖行业健康发展。　　在配送环节，京东达达快送承接即时配送。随着京东加入，外卖平台对骑手的争夺可能升级。若京东率先提供更好的福利保障，可能倒逼美团、饿了么跟进，改善骑手的工作条件与收入水平。　　需要指出的是，京东外卖的强势入局，使得外卖市场形成美团、饿了么、京东外卖的“三国杀”竞争格局。以“全年免佣金”和“品质堂食餐厅”策略切入市场，短期内的确可以为商家降本增效、为消费者提供安全选择，也为骑手创造了更可持续的就业环境。　　在既有市场格局下，商家高佣金、骑手保障以及幽灵外卖等食品安全问题一直是避不开的行业痛点。京东入局的意义在于，给外卖市场带来一条“鲶鱼”，或许有助于推动外卖市场朝着健康的方向发展。　　不过，美团、饿了么在外卖市场建立了深厚的护城河，几乎覆盖了全部商品品类，并打通了“到店与到家”之间的屏障。新进入的京东外卖是否能撼动美团、饿了么的行业地位仍有待观察。　　入局外卖行业后，京东必然需要一个成长和追赶的过程，但不论对商家来说，还是对消费者而言，都抱持一份期待，毕竟谁不愿意看到，在原有的双寡头格局外，多了一个新的选择呢？（文章来源：财中社）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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