京东折扣入京，点燃线下“近身战”

消费钛度12-18

点击上方蓝字，关注更多精彩当消费回归理性，零售的本质也回归效率与价值的平衡。12月17日，京东折扣超市全国第九家门店、北京首家门店在门头沟区正式开业。面积约5000平方米的门店内，超过5000个SKU的商品以极具竞争力的价格吸引消费者。从开业当天火爆的客流来看，京东折扣超市已经成功切入北京市场。值得注意的是，仅在5分钟车程外，美团旗下的“快乐猴”超市已于10月抢先布局。两大互联网企业短兵相接，加之...

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combat\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":1.95,"JD":1.95},"content_text":"点击上方蓝字，关注更多精彩当消费回归理性，零售的本质也回归效率与价值的平衡。12月17日，京东折扣超市全国第九家门店、北京首家门店在门头沟区正式开业。面积约5000平方米的门店内，超过5000个SKU的商品以极具竞争力的价格吸引消费者。从开业当天火爆的客流来看，京东折扣超市已经成功切入北京市场。值得注意的是，仅在5分钟车程外，美团旗下的“快乐猴”超市已于10月抢先布局。两大互联网企业短兵相接，加之盒马“超盒算NB”等玩家的持续扩张。一场围绕“质价比”的供应链效率与本地化运营的深度较量，正在北京五环外悄然展开。折扣模式落地北京12月17日的北京门头沟西山荟购物中心，京东折扣超市北京首店正式开业。店外排起长队，店内人流如织，现场人气火爆，购物氛围持续高涨。作为京东折扣超市全国第九家门店、北京首家门店，西山荟店的经营面积约5000平方米，SKU超过5000个。门店从开业瞬间就吸引了大量消费者，特别是对价格敏感的家庭客群。与许多新店开业时的热闹不同，京东折扣超市的开业活动直击家庭消费的核心需求。从5.99元一斤的猪前尖肉、23.9元一斤的鲜活海白虾，到9.9元一托的鲜鸡蛋，这些日常高频消费品以显著低于市场平均价的价格吸引了众多市民前来选购。商品结构上，京东折扣超市既保留了其在全国门店的热销单品，又针对北京市场进行了深度本地化调整。门店引入了红糖焙子、老北京排叉等京味现制小吃，同时也提供8.9元一块的意式比萨、9.8元一个的不同口味鸡腿汉堡等中西融合美食。值得注意的是店内“论斤卖袜子”的创新销售方式，袜子不按双卖，而是按斤销售，26.9元一斤。根据超市提示，中筒袜一斤约17双，高筒袜一斤约15双。这种打破常规的销售模式吸引了众多好奇的消费者。据悉，京东折扣超市选择将北京首店落地门头沟西山荟购物中心，是基于深思熟虑的战略布局。该店址能辐射周边5公里高密度消费圈，可触达石景山、海淀的通勤人群，家庭客群属性明显，符合京东折扣超市定位。今年8月起，京东折扣超市在河北涿州、宿迁、安徽等地相继开店，涿州首店开业两日客流超过10万人次。这些已开业门店在客群上呈现出两大特征：以家庭消费为主力，且对价格和品质都非常关注。京西市场短兵相接今年以来，折扣业态成为互联网大厂的“当红炸子鸡”。自有品牌、硬折扣等话题既是迎合消费市场“质价比”趋势而诞生的新叙事；也成为电商巨头寻找增量的新切入口。离京东折扣超市所在的西山荟购物中心车程仅5分钟，美团快乐猴超市已在商投广场开业。两大电商巨头的线下折扣超市业态在北京五环外市场正面相遇。美团快乐猴超市商投广场店于今年10月底开业。面积约1000平方米，采取SKU精选模式。在品类维度，快乐猴不少民生商品品类与京东折扣超市西山荟店重合，双方在客流上的竞争难以避免。在京东折扣超市西山荟店开业前，快乐猴超市商投广场店开业一个多月后，客流已显现回落态势：店内已没有开业初期的拥挤，门口也不再架设护栏。不过，美团采取了快速复制模式。今年下半年，美团在北京市场迅速扩张折扣业态，短短两个月时间已开出两家快乐猴超市。根据公开信息，美团还将于12月26日在昌平区鼓楼西大街开出第三家快乐猴超市门店。当盒马近年来在上海密集布点“超盒算NB”（前身为“盒马NB”），京东与美团今年也迅速涌入硬折扣赛道，三方既相互学习，也各自盘算。京东折扣超市西山荟店采用“大店型、多SKU”模式，这种模式更为吸引全家购物的家庭消费，有利于拉动客单价。相比之下，美团快乐猴超市面积约1000平方米，采取SKU精选模式，尽管门店体量小于京东，但美团采用快速复制模式，试图通过更快的扩张速度占领市场。从商品层面看，京东折扣超市侧重“全国布局+本地特色融合”。西山荟店既保留全国门店的热销单品，又深度融入京味文化，打造特色购物场景。美团快乐猴的策略也有些许类似。以商投广场店为例，鸡蛋、猪肉等部分基础款商品自开业促销后价格依然保持稳定，未有大幅回涨态势。同时，快乐猴自有品牌覆盖米面粮油基础款，以及一些爆款类目如烤肠、手抓饼等。供应链成决胜关键在业内人士看来，折扣超市的核心竞争力最终将回归供应链效率。京东折扣超市西山荟店依托京东强大的供应链支持，通过“产地直采+工厂直供”模式，砍掉中间环节，实现了低价与新鲜兼得。门店蔬菜类产品从下单到上架最快仅需1小时，极大保障了商品的新鲜度。这种高效的供应链体系是折扣业态能够持续提供低价优质商品的基础。但竞争对手也在供应链上不断加码。今年，超盒算NB在山东寿光开出3000平方米的产地仓，集质检、货品周转两大功能，可向上海、杭州、苏州等城市直供新鲜蔬菜。接下来，超盒算NB还将在云南、甘肃、张家口等蔬菜核心产区布局产地仓，覆盖番茄、土豆等高周转大单品。电商巨头密集落子硬折扣门店，既是为了争夺线下增量，也是寄希望于在近场电商、社区商业格局中占据优势区位。今年5月，超盒算NB接入淘宝闪购。支持线上下单配送到家。在京东秒送，消费者也能在线上购买京东折扣超市的商品。对于硬折扣模式，盘古智库高级研究员江瀚表示，供应链深度管控是硬折扣模式的根基，硬折扣并非简单降价，而是通过源头直采、减少中间环节、复用供应商资源等方式重构成本结构。盒马“超盒算NB”用粮油与鸡蛋供应商支撑自有烘焙品类，京东依托集团供应链实现产地直发，均体现了对供应链的整合能力。“唯有掌握从工厂到门店的链路主导权，才能持续压缩成本，支撑‘可持续低价’。”回顾电商巨头对实体零售的态度变化，“互联网大厂重拾对实体零售的热情，仿佛数年前的‘新零售’时期一样。”一位研究零售的资深从业人士指出。如今巨头加速抢占线下优势点位时，也要全盘考虑业务增量、资源协同、经营效率以及资本的耐心。在业内人士看来，一方面跑马圈地占领优势区位，另一方面互联网大厂也在折扣业态的降本增效上持续角力，这种双重竞争策略将决定未来折扣超市赛道的格局。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","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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