JD.com (HKG:9618) founder Richard Liu Qiangdong put on a uniform and delivered take-out meals on an electric bike in Beijing in what is seen as a publicity stunt to challenge main rival Meituan (HKG:3690), the South China Morning Post reported Tuesday.

Liu also took part in a hotpot dinner with delivery drivers, who were seen wearing uniforms from Meituan and Alibaba's (HKG:9988) Ele.me, the report said.

Liu is no stranger to publicity stunts. In 2014, he staged a similar event after its listing on the Nasdaq, the SCMP said.

The war between JD.com and Meituan has been marked by accusations of monopolizing the industry and providing inadequate protection amid stagnant growth, the report said.

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