By Alex 
On April 21, 2025, a viral post on social media showed JD.com founder Liu Qiangdong personally delivering an order of takeout food. The customer, a Beijing resident named Yin, shared a photo of himself with Liu, who was dressed in a delivery rider’s uniform. Yin said he had no idea the delivery person would be Liu himself, and only recognized him after a moment of confusion. The post quickly went viral, sparking widespread curiosity and discussion
A Bold Move to Grab Attention
Foreigners following Chinese business news were particularly intrigued by Liu’s move. Many found it hard to believe that a billionaire CEO would take the time to deliver food himself. Some speculated that it was a clever marketing ploy to draw attention to JD.com’s new foray into the food delivery market. Others were curious about the cultural significance of such a high-profile figure engaging in a job typically seen as routine.
Mixed Reactions and Questions
The incident has also raised questions about the boundaries between corporate leadership and hands-on business operations. Some foreigners expressed admiration for Liu’s willingness to get involved at the grassroots level, comparing it to similar stunts by other tech moguls like Elon Musk. However, others wondered if this was a sustainable strategy or simply a one-time publicity stunt. Many also asked whether this move could change consumer perceptions of JD.com’s brand.
A New Chapter in E-commerce
Liu’s delivery stunt comes as JD.com is aggressively expanding its food delivery service. The company has promised to offer high-quality meals and better treatment for delivery riders. Liu himself has emphasized that the company aims to create a trustworthy and reliable service. This move is seen by many as a direct challenge to other major players in the market.