In 2025, JD.com's entry into the food delivery business was seen as the trigger for a new round of "delivery wars." Its pioneering proposal for the company to fully fund and provide social insurance for its delivery riders sparked widespread public attention and discussion regarding this workforce. While the intense competition among platforms has since subsided, JD.com's commitment to providing rider benefits has been substantiated. On April 10, the company disclosed a significant milestone: since launching its food delivery service in March 2025, it has formally signed labor contracts and fully contributed to the "five social insurances and one housing fund" for all 150,000 of its full-time riders. This move addresses previous skepticism about its promises and sets a referenceable standard for protecting the rights of workers in new forms of employment.
Over the past year, the food delivery industry experienced multiple rounds of competition centered on subsidies and user traffic. Platforms vied for market share through aggressive discounting, leading to an irrational competitive environment. By mid-2025, regulatory authorities had repeatedly held talks with major platforms, urging them to standardize promotions, compete rationally, and eliminate harmful subsidies, which gradually steered the industry back toward orderly development. In March 2026, the State Administration for Market Regulation sent a clear signal, criticizing the industry's internal competition and declaring an end to the delivery wars. It also initiated an investigation into competitive practices within the sector to promote a shift towards quality and compliance.
At this critical juncture for industry standardization, JD.com's achievement in delivering social insurance is particularly symbolic. The company has extended its traditional direct-employment model to frontline positions such as full-time riders, couriers, and sorters, achieving three 100% benchmarks: 100% signed labor contracts, 100% enrollment in the five social insurances and one housing fund, and 100% access to formal employee benefits. This comprehensive coverage includes pension, medical, work-related injury, unemployment, and maternity insurance, plus housing provident funds. The company also covers the portion typically deducted from employee salaries, ensuring riders' take-home pay remains unaffected.
This arrangement has translated into tangible security for frontline workers. JD.com reports that thousands of its employees have retired with dignity under this complete social security system. Many riders have benefited from reduced medical costs through health insurance, secured housing with provident fund support, and experienced significantly enhanced job stability and a sense of belonging.
Beyond social insurance, JD.com has simultaneously advanced supporting safeguards in housing, health, and career development. It has already provided 28,000 units of employee housing and plans to invest 22 billion yuan over the next five years to add 150,000 more "Delivery Partner Homes." The company has established an employee relief fund, allocating over 166 million yuan in the past decade to support staff in need. Furthermore, in collaboration with local authorities, it has set up rider academies offering skill training and internal transfer opportunities to foster long-term career development for riders.
Industry observers widely note that for over a decade, social security and labor relationship recognition have been persistent challenges in the food delivery sector. JD.com's insistence on comprehensive social insurance coverage during its business expansion phase distinguishes its approach from mere subsidy-based competition. It also aligns with regulatory calls for standardized employment practices and worker protection, signaling a broader industry shift from competing on price to competing on value and corporate responsibility.
To date, JD.com's food delivery service maintains a stable workforce of 150,000 full-time riders, with employment benefits coverage extending to most of its operational cities across the country. As regulatory guidance promotes more rational industry development, the standardized employment model centered on labor contracts and social security contributions is poised to become a key benchmark for high-quality growth in the food delivery sector. This evolution is expected to help transition new employment groups from "flexible work" towards "stable and decent employment."
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