年轻人不爱逛华润万家了？

蓝鲸财经2025-12-18

出品 | 创业最前线付艳翠自2024年年底宣布超市业态和自有品牌升级以来，华润万家在零售行业引起了广泛关注和讨论。但在调改的另一面，这家昔日超市巨无霸，却正面临悄悄离场的尴尬。2025年6月2日，华润万家石家庄建华大街店里，随着最后一批顾客提着购物篮缓缓走出，在配送员完成最后一单线上配送后，收银台前的灯光逐一熄灭，这家老牌商超彻底关闭了该门店的线上线下业务。同月底，就有网友在社交平台晒出该门店被...

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付艳翠自2024年年底宣布超市业态和自有品牌升级以来，华润万家在零售行业引起了广泛关注和讨论。但在调改的另一面，这家昔日超市巨无霸，却正面临悄悄离场的尴尬。2025年6月2日，华润万家石家庄建华大街店里，随着最后一批顾客提着购物篮缓缓走出，在配送员完成最后一单线上配送后，收银台前的灯光逐一熄灭，这家老牌商超彻底关闭了该门店的线上线下业务。同月底，就有网友在社交平台晒出该门店被印有京东七鲜LOGO的装修围挡取代。最新消息显示，京东七鲜石家庄首店即将在12月19日开业。“如果不是你问，我都已经忘记这家超市了，主要我已经很久没有逛过这家超市了。”住在华润万家石家庄建华大街店不到两公里的90后慧慧向“创业最前线”表示，华润万家的闭店没有给她生活带来什么水花，因为她家附近的大型超市有华润万家和北国超市，而她近年来都习惯在北国超市购买生活用品。“我还问了问周围的人，有人去那逛过，但也没有什么特别的印象。没留意（华润万家）就没了。”慧慧直言。一边面临市场新业态挤压，一边在努力寻找突破口积极转型，但这家41岁的老牌商超与新兴商圈相比，似乎不仅是设施显得陈旧，还越来越难以吸引消费者了。1、年轻人不爱逛了1992年，第一家华润万家在深圳华强北附近的爱华路上开业时，大红色的店面门前花篮簇拥，门头上是繁体字书写着的“华润超级市场”，偌大的卖场，4台收银机，有别于小卖部和杂货铺的风格一下吸引了无数顾客。人们蜂拥而来，有曾在华润万家工作的员工回忆，“那天人实在是太多了，我们只有四台收银机，结账的机器因为频繁使用而热到死机。收银员们不停地数钱、找零，一天下来，胳膊都累得肿胀。”甚至直至准备打烊当晚，门店要放下外面的卷帘门，还有顾客从卷帘门下面钻进来购物。但如今，线上购物的便利彻底改造了中国人的消费习惯和品牌的渠道布局，似乎也冲击了传统超市的经营模式——华润万家们则开始面临线下店里人流越来越少的尴尬。以前，慧慧经常去家附近的华润万家，骑车几分钟就能到，“那里什么都有，卖日用品的、卖菜的、卖零食的、卖生鲜的，有时在线下没啥事能在里面转很久。”但随着线上购物越来越方便，慧慧也没有了去超市寻找商品再拎洗衣液回家的购物乐趣，一部分生鲜消费也转到线上，“现在线上购物很方便，美团、京东的即时配送几十分钟就能到，完全没有必要去商场里买一堆东西再拎回家。”当美团、京东、饿了么等平台提供“半小时送达”服务，华润万家大卖场模式日渐式微。一位天津住在新业广场华润万家友谊路店附近的网友也表示，以前都是送货到家，很久没有到新业广场华润万家线下购物，最近到线下一看新业广场真是荒凉，“感觉超市的工作人员不多了。”也有住在附近的居民对这家华润万家新业广场友谊路店表示担忧，“附近已经关闭了好几家华润万家，这家商超已经开店20多年，不希望歇业，目前货品还比较充足，但购物人比较少。”很多消费者都感慨华润万家大卖场以前经常排队，现在人气不行了。显然，爱上网购的年轻人们越来越多，华润万家到店的人流量越来越少，华润万家也在不断缩小业务版图。有媒体报道称，2019年前后，北京、山东两个地区的华润万家处于亏损状态，这也是华润万家后续无奈撤出这两个地区的主要原因。2025年2月，华润万家关闭了湖南最后一家大卖场长沙世纪金源店，其大卖场业态全面退出湖南市场；随后，旗下运营了16年的精品超市blt天津大悦城店在今年3月关闭；华润万家珠海前山店在7月结业；9月15日，华润万家大连和平广场店正式闭店，这也是华润万家在大连的最后一家门店。CCFA此前发布的中国超市百强数据显示，华润万家的门店数量自2020年的3261家开始逐年递减，2021年减少至3245家，2022年进一步减少至3130家。到现在，其只在全国100个城市经营超2000家门店。因年轻人爱上网购、消费习惯改变，曾凭借大卖场模式风光无限的华润万家，如今面临线下人流锐减，业务版图不断缩小的囧境。2、加入调改大军事实上，华润万家也在不断调整，试图找回昔日风光。七八年前，阿里、腾讯、京东先后砸下成千上百亿元冲进零售业。当时的平台巨头都相信“线下有宝藏”，传统行业也相信互联网行业有神奇的数字化能力，会给沉疴已久的商超业带来新的可能性。十年前，华润万家就上线了电商平台“e万家”，随后推出自有线上渠道“万家APP”，还和京东到家、美团外卖等第三方渠道展开合作，持续推进到家业务，试图吸引已经改变消费习惯的年轻人。不过，华润万家“e万家”并没引起大的水花，而“万家APP”似乎只给华润万家的线下业务带来补充，虽然上线了京东到家、美团外卖等第三方渠道，但对商家来说，主动权很大程度上掌握在平台手中。与此同时，河南胖东来作为线下精品商超的代表品牌开始走红网络，并在国内掀起一阵学习胖东来的改造风潮。2024年12月31日，华润万家也开始加入“胖改”队伍。彼时，华润万家在全国启动了50家门店焕新工作，围绕商品结构、品类升级、以及空间优化、服务体验等多个维度调改，调改后门店动线更清晰，商品结构增加了生鲜、熟食品类，同时扩大了地方特色产品的选择范围，此外，门店还增设了如洗手台、打包台、放大镜、免费取冰等服务。比如在天津塘沽外滩店的升级中，华润万家将生鲜品类占比由原来的35%增加到超过50%，并将主食、熟食由原来的联营改为自营，做到了现场制售。卖场布局也进行了全面优化，撤掉主通道上所有堆头，加大主通道宽度，提高了卖场的通透性。在西安莲湖店，其将货架由2.4米降低至1.8米，方便顾客拿取；各区域增加暖心“小贴士”（包括蔬果挑选、烹饪做法、营养价值以及适用人群等科普知识），强化门店“游逛”的趣味性；“润家食尚卤”等熟食区提供先试后买服务，丰富试吃体验。“胖改”为华润万家带来一些改变。华润万家告诉“创业最前线”，通过调改升级，调改门店的平均客单价和顾客回购率均有稳步提升。第三方调研数据显示，华润万家调改店顾客满意度较非调改店提升了7%。为此，华润万家进一步在华北、华西、华南等区域开展门店升级工作。今年9月29日华润万家锡林浩特市民盛购物中心店调改后首次营业时，开业2小时客流就已经破万。开业至今，门店客流同比增长超150%。不过，随着时间流逝，当新鲜感逐渐褪去，“胖改”的吸引力似乎也在不断减退。“我家门口新开了个百平米的超市，因为有满29.9元送一棵白菜的活动，人多得我都不敢进去。如果像华润万家这样的大卖场焕新开业，最开始人都不会少，但关键还是如何保持热度。”河北的消费者表示。事实上，两个月时间过去，“创业最前线”将美团定位到内蒙古锡林浩特市华润万家民盛购物中心额尔敦路店，发现有用户在9月30日还在夸新装修的华润万家体验很好，新增加了好多小吃，都很好吃。但10月18日，就有匿名用户对这家门店进行“差评”，“学人家也学习不明白，服务态度还不好。”与此同时，翻看这家华润万家民盛购物中心额尔敦路店的评论，还有不少网友吐槽其配送速度慢，产品如鸡蛋和椰青变质等情况。（图 / 美团平台截图）作为胖东来的“商超信徒”，华润万家似乎也没学习到胖东来的精髓。未来，如何提升品牌力、增加供应商话语权、保证产品质量，依旧是摆在其面前亟待解决且关乎企业长远发展的核心战略课题。3、传统商超没落？如今，华润万家面临的困境其实是整个传统大卖场逐渐没落的缩影。中国连锁经营协会发布的《2024年中国超市TOP100》榜单显示，62家头部企业在该年进行了门店缩减，累计关闭门店数量达3037家。其中，集百控股（旗下世纪华联）关店数量最多，达1009家；华润万家减少493家；永辉超市门店规模收缩约四分之一，成为传统超市业态收缩的代表。当传统超市在陷入闭店循环时，盒马、奥乐齐、山姆、京东七鲜、美团快乐猴等新兴业态们正以差异化打法切割市场和商业的核心位置，其核心武器直指食品消费的“质价比”与“体验感”。事实上，除了华润万家石家庄建华大街店被京东七鲜取代，距离天津新业广场华润万家友谊路店仅3.8公里外，又开了一家京东七鲜店。翻看美团平台新业广场华润万家友谊路店附近的便利好评榜，在美团河西区便利好评榜中，新业广场华润万家友谊路店排名第八，除了其旗下Olé精品超市和blt精品超市，排在它前面的分别是后来者七鲜超市、大润发、好特卖等。（图 / 超市便利好评榜）在新兴零售业态的不断夹击下，华润万家又将目光投向了自主品牌。翻看华润万家官网，如今除了调改门店，发展自有品牌似乎成为其战略的关键——华润万家集团副总经理蓝屹多次对门店下一步工作提出的具体要求中都包括要大力发展自有品牌，筑牢零售企业价值创造的核心路径。为此，华润万家还正式发布了6条自有品牌产品线，分别为超值系列“家选”；依托乡村振兴打造的乡野风物系列的“润家”；更经济务实的居家产品“简约组合”；品质系列的“Olé Every Day”和“Olé Original”，以及为消费者提供全球专业级、高品质商品的“Olé Leading”，以期通过矩阵式产品体系满足多元消费需求。据了解，零售商发展自有品牌，可以增强在渠道竞争中的产品差异化。同时，当自有品牌商品实现相对较高的销售贡献率，还会帮助零售商在与同类商品外部供应商的采购谈判中拥有更多掌控权。华润万家向“创业最前线”表示，数据显示，2025年以来华润万家自有品牌销售额同比增长超40%。不过，零售商都意识到自有品牌的重要性，但差异化之路要怎么走，对于华润万家来说可能依旧存在考验。对此，华润万家向“创业最前线”介绍，数据显示，其成功打造出简约组合抽纸面巾纸、润家压榨一级花生油、润家有机亚麻籽油、Olé Every Day德式小麦精酿啤酒等大单品。Olé自有品牌系列在产品策略上，通过“聚焦高潜”，重点聚焦健康、有机等四大高增长赛道，孵化出HPP有机果汁、有机大米等多个潜力大单品。华润万家表示，在即将到来的春节档期，Olé自有品牌将聚焦健康有机，上新将近100个SKU，其中有机类涵盖鲜奶、儿童奶、麦片等，健康类包括无糖茶、植物饮料等超过40个SKU。同时，还补充开发源产地+非遗特色产品，如非遗调味品、源产地干货等，以及满足年节需求的礼盒类产品，全方位契合春节家庭消费和礼品消费场景。《中国自有品牌发展研究报告(2024-2025)》显示，2022-2024年，平均每家零售商每年新开发自牌产品数从83个增至142个，行业增长势头迅猛。更关键的是，今年前三季度，超45%的中国城镇家庭购买过门店自有品牌，较去年同期提升10%，“超市自有=高性价比”的认知正在形成。近日，沃尔玛宣布，旗下自有品牌“沃集鲜”焕新升级，以全新的品牌理念，以及近千款新品或升级商品亮相，涵盖生鲜、食品、饮料等多个核心品类；麦德龙“麦臻选”主打中高端、“宜客”聚焦民生品，双品牌连续五年双位数增长，2025年再推200-300款新品，自有品牌渗透率超70%。而据公开资料，华润万家的自有品牌“家选”“润家”部分门店自有产品占比约15%。如何让自有品牌被越来越多消费者认可并形成记忆点，显然也不容易。“华润万家的润家罐头还可以。”90后消费者白洁向“创业最前线”表示，但它家还有什么牌子就不知道了。*注：文中题图来自华润万家官网；其余未署名图片来自华润万家官方微信公众号。","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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