美团赶考，小象超市任务很重

星河实验室Pro2025-12-18

线上快送王，终于落地开门店。12月12日，美团旗下小象超市官方宣布，全国首家线下店将于12月19日正式落户北京华联万柳购物中心，这标志着这个以“30分钟快送”闻名的即时零售品牌，开启了线上线下融合的“店仓一体”新实验。几乎同时，其在长沙的两家门店也已率先开业，据官方信息，其计划今年在长沙开设约20家门店。这并非美团线下零售的“独苗”，而是其“两条腿走路”策略的关键一步。另一条“腿”是美团优选操盘的...

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task","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"83690":0.9,"MPNGF":0.9,"03690":1.95,"HMTD.SI":0.6,"METmain":0.6,"MPNGY":1.95},"content_text":"线上快送王，终于落地开门店。12月12日，美团旗下小象超市官方宣布，全国首家线下店将于12月19日正式落户北京华联万柳购物中心，这标志着这个以“30分钟快送”闻名的即时零售品牌，开启了线上线下融合的“店仓一体”新实验。几乎同时，其在长沙的两家门店也已率先开业，据官方信息，其计划今年在长沙开设约20家门店。这并非美团线下零售的“独苗”，而是其“两条腿走路”策略的关键一步。另一条“腿”是美团优选操盘的“快乐猴”，主打社区硬折扣；而小象线下店则由原班人马操刀，选址北京高端商圈，瞄准中产家庭，主打品质生鲜和现做简餐，和“快乐猴”形成高低搭配。值得注意的是，近期美团优选及“囤好货”业务在多个区域出现暂停调整，这进一步明确了公司的资源正加速向即时零售赛道集中。美团的战略意图清晰：用线下实体店串起“流量-配送-消费”的完整闭环。在美团内部，小象超市的战略地位日益凸显，被视为CEO王兴所展望的“下一代零售基础设施”的重要组成部分。它既要扛住自营供给的大旗，还要做用户心中“靠谱”的代名词。为此，小象持续加码供应链，拓展“源头直采”，并将商品品类从生鲜迅猛扩增至日用百货、母婴、预制菜等更多场景。相较于部分同行的谨慎扩张，小象正积极进入嘉兴、南通等新城市。小象的入局，让本就竞争激烈的线下零售战场再添变数。阿里盒马一边优化X会员店，一边将“鲜生店+盒马NB折扣店”的组合拳打向全国；京东则用“七鲜”拼品质，靠“折扣超市”抢市场。巨头们扎堆线下，核心逻辑一致：线下店不仅是销售终端，更是提升即时履约效率的前置仓和体验中心。这对美团而言意味着一场协同实验：小象店能与“快乐猴”互补，其线下展示与即时配送结合的模式也能与“闪电仓”网络形成合力。美团最新财报中新业务的稳健增长，为这类探索提供了底气。然而，这场“二次赶考”挑战不小。除了早年“小象生鲜”因成本与损耗折戟的教训，新店还面临新的市场考验——已有消费者反馈其商品定价偏高。如何在线下运营、成本控制和为“中产家庭”定位的高品质形象之间取得平衡，成为一道新考题。盒马、七鲜等对手已经站稳脚跟，小象想要突围，必须将线上积累的数字化能力更深地融入线下，例如用数据洞察精准匹配社区需求。无论如何，巨头的角逐正让零售战场变得更加多元。对消费者而言，这场实验的终点，无非是让“下楼买根葱”或“手机点份水果”的选择更丰富、体验更顺畅。#美团#小象超市#线下零售#线下实体店","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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