JD's Delivery Uniform Frenzy: Liu Qiangdong's Hometown Becomes Key Battleground in Food Delivery Wars

As the battle between JD and Meituan intensifies, the riding crowd has become a core resource that both parties are vying for. Since JD Group's founder Liu Qiangdong announced the massive recruitment of riders, JD's delivery uniforms have been in short supply. On the JD Express App, all sizes of equipment, including Polo shirts, helmets, windbreakers, motorcycle suits, and insulated boxes, were marked as "temporarily unavailable for purchase," with only water cups and warm face masks available for sale. The app's customer service explained that due to the current equipment sales being extremely popular, they are actively replenishing stock.

This shortage has led to a surge in prices on second-hand platforms like Xianyu, where some sellers are reselling JD's rider equipment at inflated prices. For example, a short-sleeved Polo shirt originally priced at 21.5 yuan is being sold for 35-40 yuan, while a helmet originally priced at 39.9 yuan has more than doubled to 78.8 yuan. The most striking example is the insulated food box, which has increased from its original price of 36.2 yuan to 85 yuan. Some Xianyu sellers revealed that the equipment they sold was counterfeit and could only be used to pass the "upload clothing selfie" verification process, but would not pass JD's equipment inspection.

The surge in demand for JD delivery personnel outfits has led to an unexpected trend on online marketplaces, where numerous vendors have begun selling JD uniform items, often at significantly inflated prices. A vendor on Xianyu revealed that the equipment being sold is counterfeit and is primarily intended for delivery personnel to pass the first round of auditing by JD. This indicates that while these items may not pass JD's official equipment and uniform standards, they are being marketed as a way for delivery workers to initially appear compliant with company regulations, highlighting the desperation of some workers to meet the basic requirements of their job roles.

Liu Qiangdong, the founder of JD.com, has been making waves in his hometown of Suqian with the rapid expansion of JD's food delivery service. In a bold move, Liu has taken to the streets to personally experience the delivery process, demonstrating his commitment to understanding the needs of both customers and delivery riders. His stance on the "2 choose 1" policy, which prioritizes the welfare of riders, and his promise to waive fees for late deliveries, showcases JD's dedication to treating both customers and riders with respect. This strategic move is not only a testament to Liu's emphasis on customer satisfaction but also a reflection of his vision for a more competitive market. By injecting fresh energy into the food delivery sector, JD is challenging the status quo and promoting healthy competition. As Liu's approach gains traction, it becomes clear that the market does not need monopolies, but rather innovative players like JD who can disrupt the landscape and drive growth. Ultimately, this intensified competition may prove to be a boon for consumers, who stand to benefit from improved services and increased options.