不只跨店集单！机器人上菜、悬挂链传餐、超市互融，京东七鲜美食MALL进京赴考

每日经济新闻10-16 22:44

10月16日，北京西城区马连道西宸里商圈，京东旗下七鲜美食MALL（北京西宸里店）开出北京首店。这是继2025年6月哈尔滨首店之后，七鲜美食MALL在全国的第二家门店，也是它第一次进入一线城市核心市场。　　这不是一座普通的美食广场，而是京东把供应链生意做到线下的新试验场。　　《每日经济新闻》记者（以下简称每经记者）现场走访看到，商场外，18.8元一斤的榴莲摊位前排起长队；商场内以及负一层美食...

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Robot-based food delivery, suspended chain food delivery, and supermarket integration—JD.com's 7Fresh Food MALL is coming to Beijing to take the exam.","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"JD":1.97,"09618":1.97},"content_text":"10月16日，北京西城区马连道西宸里商圈，京东旗下七鲜美食MALL（北京西宸里店）开出北京首店。这是继2025年6月哈尔滨首店之后，七鲜美食MALL在全国的第二家门店，也是它第一次进入一线城市核心市场。　　这不是一座普通的美食广场，而是京东把供应链生意做到线下的新试验场。　　《每日经济新闻》记者（以下简称每经记者）现场走访看到，商场外，18.8元一斤的榴莲摊位前排起长队；商场内以及负一层美食MALL区域挤满了人，其中有食客也有逛超市的消费者。　　走进店内，后厨实时画面在大屏上滚动，堂食消费者落座后小程序一键点单，系统将任务拆分至各档口，由送餐机器人沿规划路线统一配送上桌；外卖端，天花板上悬挂着的“美食发射舱”传送链不断将外卖订单归集合单。与七鲜超市比邻而居、外卖品类互融，则是北京店区别于哈尔滨首店的新打法。 　　图片来源：企业供图　　从外卖“送餐”到餐饮“到店”，京东的供应链生意仍在持续。如今，七鲜美食MALL从单城验证走向一线城市压力测试。商户成本结构、消费习惯、竞争密度全部改写，京东自建履约的重模式，能否在规模扩张中守住效率？餐饮与超市结合后的流量互导，能否真正协同增效？这些问号，都要等北京市场给出答案。　　从哈尔滨到北京：不只跨店集单 　　把时间拨回到去年6月17日。京东集团CEO（首席执行官）许冉出现在哈尔滨南岗区，为七鲜美食MALL首店开业站台。许冉当时对包括每经记者在内的媒体直言：“品质外卖和七鲜美食MALL，都是京东本地生活战略当中的一部分。”　　哈尔滨首店的核心验证是外卖端的“跨店选、一单配”。数据显示，超过一半的外卖消费者使用了“跨店集单”功能，外卖日单量相比开业初期增长100%；开业两个月后，线下客流增长超3倍，逛购率接近100%。　　北京首店的变化首先在堂食端。京东七鲜MALL业务部总经理赵梦龙告诉每经记者，消费者落座后通过小程序一键点单，系统将任务拆分至各档口，由机器人统一配送上桌。外卖端则引入了传送链和“美食发射舱”悬挂链系统，外卖订单经悬挂链自动归集合单，骑手在专属取餐口一次性取餐。赵梦龙表示，门店希望将骑手取餐时间控制在10分钟以内。　　另一个显著差异是与七鲜超市的结合。西宸里店中，七鲜美食MALL与七鲜超市同日开业，两者比邻而居。赵梦龙表示，外卖端两个品类实现了互融，用户可在七鲜美食MALL的外卖平台上同时购买七鲜生鲜，反之亦然。　　上海财经大学数字经济研究院副院长崔丽丽在接受每经记者采访时表示，七鲜美食MALL不是传统美食广场，也不是纯外卖厨房，而是“社区餐饮集合+即时零售履约+京东供应链/数字化中台”的混合型业态，具有一定的独特性和创新性。　　崔丽丽分析认为，这套模式前端像升级版品质美食城，多品牌档口、明厨亮灶、跨店一单配、机器人送餐，解决了传统美食广场“反复排队、品质不可见、外卖各自为战”的痛点。　　“中台则是京东最关注的部分，把餐饮做成‘可标准化、可跨店拆单、可堂食也可3—5公里外卖’的货架，本质是用零售逻辑重做餐饮，控供应商、后厨透明度、配送时效，而不是铺面出租。”崔丽丽补充道。　　对于后续在京开店计划，赵梦龙透露，在东城区、海淀区、朝阳区等正陆续开展选址计划。选址逻辑上，赵梦龙给出的边界是“步行15分钟可达的范围”。从哈尔滨到北京，从单城验证到一线城市压力测试，七鲜美食MALL正在进入一个关键阶段。　　持续做“重”生意，京东图什么？ 　　2025年6月，刘强东在一场分享会上明确表态：京东外卖本质是“服务供应链”，会有一个与美团外卖完全不同的商业模式。这一判断在七鲜美食MALL中得到了更具象的落地。核心原材料由京东统一供应，智能履约基础设施由京东自建，商户只需专注产品本身。　　崔丽丽告诉每经记者，结合京东过去两年的主线战略，这个业态是“电商+即时零售+本地生活+品质外卖”的交叉点。它能给京东外卖补“实体信任”，反哺京东外卖的“品质堂食”心智，同时把七鲜从“生鲜超市”进一步扩展到“餐桌解决方案”。　　在她看来，美食MALL既是到店流量池，也是外卖订单的集单中心，和京东MALL、七鲜、京东养车、京东大药房一起构成“双11”线下近场网络，突破了实物商品销售的范畴。　　“京东做餐饮不是做餐饮本身，而是把食材、调料供应链、餐厨自动化设备、软件服务SaaS及即时配送、会员体系整体解决方案卖给商户，介入本地生活的基础设施层。这是具有重要意义的战略锚点。”崔丽丽如此表示。　　这套模式的扩张节奏也在提速。每经记者从京东方面了解到，南京、武汉、沈阳、大连及哈尔滨第二家门店已进行布局，计划今年陆续开业。　　更深层的逻辑在于，京东正在用餐饮的高频消费属性为七鲜超市和京东主站引流。北京西宸里店原为家乐福旧址，京东以轻量化档口模式入驻，试图走通一条从旧改项目到社区餐饮的标准化路径。　　但崔丽丽也给出了审慎判断。她认为，哈尔滨店已验证“老字号轻量化+小份化+高坪效”的商户模型，如老厨家1500平方米大店缩成轻体量档口。总体而言，模型有差异，壁垒应该是看三件事能不能同时跑通，即跨店订单密度、商户端降本增效、后厨直播带来的信任溢价。“感觉现在还处于多城样本测试阶段，没到大规模复制定局。”　　从哈尔滨到北京，从外卖跨店到堂食跨店，以七鲜美食MALL为代表的京东线下业态这个“集体”，正全面进入测试环节难度最高的一关。　　对于今年“双11”，崔丽丽表示，比较期待线下服务的爆发，以及类似于京东这种新业态新打法的出现，希望能给疲软的实物商品消费换一个新面貌。（文章来源：每日经济新闻）","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":1,"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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.50.1","shortVersion":"4.50.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2675518050","isCrawlerRequest":true}