On November 17, JD.com officially launched its own coffee brand "Qixian Coffee", which focuses on the health concept of "only using fresh milk". The brand was officially unveiled at the "Dong Brother Wine Tasting Party", and Liu Qiangdong appeared at the event. The brand has been launched on the JD platform, and its product line covers a variety of ready-made drinks such as raw coconut latte, mellow American style, and autumn pear milk latte. It also launched a "Ten Billion Subsidy" promotion, with the price of some freshly brewed coffee being reduced to less than 10 yuan, among which the "mellow American" price after coupons was as low as 6.18 yuan.
JD.com officially stated that Qixian Coffee emphasizes "strict selection standards" and "safety and health". Platform data shows that some single products have achieved thousands of sales and have been recommended by repeat customers.
It is reported that Qixian Coffee refuses to use creamer and non-dairy creamer in all milk-containing drinks, and promises not to use room temperature milk. To support this positioning, it uses 4.0 high calcium fresh milk with higher protein content to match IIAC International Gold Award coffee beans.
In terms of expansion strategy, Qixian Coffee adopts a parallel model of open cooperation and rapid store expansion. Officially disclosed that it has reached a cooperation with MINI-CO Xiaoka Coffee to jointly develop new products and share the supply chain. At the same time, the brand is expanding in Beijing at the rate of opening 3 to 5 new stores every week. It is expected to achieve basic coverage of major urban areas in Beijing by the end of this year, and will openly recruit venue partners for supermarkets, office buildings, restaurants, hotels and other scenarios.
JD.com stated that it hopes to extend the concept of quality life to users’ daily scenarios through coffee, a high-frequency consumption category.
It is worth noting that Liu Qiangdong personally cooked at the "JD Wine Tasting" through the JD Travel Live Broadcast Room today, making the famous dishes of his hometown Suqian "Burrito with Spicy Pepper Fish" and "Soy Bean Scrambled Eggs".