刘强东联手王健林，大搞线下超市

电商派Pro03-05 09:56

京东和万达，正在筹备一笔大生意。这对老合作伙伴，渊源颇深。早在去年5月，京东潘达就联合多家公司共同设立合营企业，收购了大连万达商管48家目标公司的100%股权，涉及全国39个城市的48座万达广场项目；同年8月，京东旗下公司又联合万达共同出资成立合伙企业，出资额80.53亿元。奇怪的是，两家企业频频联动，但却并未透露出具体的合作项目，一度引发市场猜测。如今，这一猜测终于有了明确的答案。近日，据市场...

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GROWTH \"A\" (HKD) ACC"},"translate_title":"Liu Qiangdong joins hands with Wang Jianlin to engage in offline supermarkets","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"86618":0.6,"89618":0.6,"09618":1.95,"JD":1.95},"content_text":"京东和万达，正在筹备一笔大生意。这对老合作伙伴，渊源颇深。早在去年5月，京东潘达就联合多家公司共同设立合营企业，收购了大连万达商管48家目标公司的100%股权，涉及全国39个城市的48座万达广场项目；同年8月，京东旗下公司又联合万达共同出资成立合伙企业，出资额80.53亿元。奇怪的是，两家企业频频联动，但却并未透露出具体的合作项目，一度引发市场猜测。如今，这一猜测终于有了明确的答案。近日，据市场消息，京东折扣超市全国第10家门店将落户安徽宿州CBD万达广场，于3月25日正式营业，或将迎来新一轮的生意爆发。图源：微博京东和万达强强联合折扣超市加速扩张去年8月，京东全力押注硬折扣超市赛道。随后以雷霆之势在全国跑马圈地，先后在河北、江苏、安徽、北京等地开设九家门店。不同于一般折扣店的“社区小店”模式，京东折扣超市采用的是“大店”模式，门店面积约5000平方米，提供超过5000种商品覆盖生鲜、粮油、日用等全品类。同时，接入京东秒送，支持线上下单、40 分钟达、到店自提。图源：微博京东折扣超市的全国各地门店开业以来，凭借其供应链优势迅速打开市场，反响热烈。比如，全国首店在涿州开业时，两天就吸引了超10万顾客到访；刘强东老家宿迁四店同开期间，单日客流突破30万人次，异常火爆；在刚刚过去的春节消费旺季，京东折扣超市全国9家门店总客流突破700万人次。图源：微博实打实的数据，反映了京东折扣超市的受欢迎程度。那么，为什么有这么多的消费者愿意买单呢？最直接的原因就是“便宜”，京东折扣超市“天天低价”的口号真实反映在产品的价格中。5.99元/斤的猪前尖肉、9.9元的15L大桶纯净水、9.9元/30个的鸡蛋、16.9元/斤的金枕榴莲、26.9元/斤的袜子等，都以价格优势狠狠击中了价格敏感型的消费者。图源：微博这也让京东折扣超市民生品类产品迎来爆单：9.9元30枚鲜鸡蛋日均销售近8万枚，5.99元/斤猪前尖肉日销突破5000斤。当然，“便宜”只是吸引消费者入场的其中一个原因，要想让消费者“去了一次还想再去”，根本还是“质量”。“折扣”不是卖便宜货，而是把好货卖便宜。京东折扣超市依托京东源头直采、数字化供应链与自有品牌，实现低毛利、高周转。在保证产品质量的同时，最大程度压低价格，用“低价高质”的产品吸引消费者。当前来看，京东折扣超市的这一模式是行得通的，正常运营的九家门店的成绩，已经验证其可行性与潜力。在这一基础上，京东再接再厉，将在安徽宿州开设第10家门店——安徽宿州 CBD 万达广场店。而且这次还有万达这一得力合作伙伴，京东折扣超市或将迎来新一轮的生意增长。双方的合作模式，体现在京东折扣超市入驻万达综合体，作为主力店，共享客流、协同运营，这是一笔能实现共赢的买卖。图源：京东折扣超市对于京东来说，宿州 CBD 万达广场作为一个成熟的综合体，能为京东提供现成的场地，不仅能降低前期漫长选址与装修周期带来的开店成本，还能大幅提升京东折扣超市的开店效率。同时，京东折扣超市还能共享万达日均数万级的综合体客流，自带家庭、年轻全客群，提高转化。对于万达广场来说，京东折扣超市属于性价比 + 全品类 + 生鲜的新主力店，能为商城吸引新的客群；这些客群能带动商场整体客流与停留时长，反向带动餐饮、零售、影院消费；京东折扣能与商场其他的业态形成一站式消费生态，增强商场的客群粘性。京东折扣超市与万达广场的合作，为行业带来了“商超 + 综合体”的 合作范式。京东用供应链与数字化赋能线下，万达则用点位与流量反哺线上，形成线上线下一体化的新样本。或许，该店正式开业后，将迎来新的消费盛况。京东狂开超市加速布局线下零售折扣超市之外，京东还在押注七鲜超市，二者都在加速扩张。当前，京东折扣超市第10家门店准备开业，并计划未来半年新增30–50 家门店，加速渠道下沉与规模站位，而七鲜超市目前全国门店已超70家。不同于京东折扣超市聚焦于三四线城市以及县域家庭、价格敏感型用户，主要满足高性价比、批量采购的需求；七鲜超市聚焦一二线城市白领、品质家庭，主要满足高品质、便捷、差异化需求，也已经吸引了众多消费者入场。图源：微博据官方数据，春节期间京东七鲜线上订单量同比提升102%，线下门店客流也迎来爆发式增长，线上线下双渠道形成强劲消费合力。其中，节日礼盒更销量飙升近600%，自有品牌也销量飙升510%。七鲜超市能取得如此成绩，离不开其“1+N”模式的落地。具体而言，通过一家大店承载全品类展示、体验与供应链中枢，再以N家小店做即时履约，实现高密度覆盖。此外，七鲜超市将“鲜”体现的淋漓尽致。其推出“24小时系列”，蔬果、鸡蛋、水产当等品类从田间到货架不超过24小时，并且只卖一天，保证了生鲜产品的新鲜与高品质。图源：微博同时，七鲜超市的自有品牌SKU已超700，占比高且毛利优，具有价格优势。且覆盖休闲食品、乳品冷饮等七大核心类目，能满足消费者的多元需求。图源：微博实际上，不论是折扣超市还是七鲜超市，共享的是京东的统一供应链。二者虽同为超市，但不是竞争关系，而是战略协同体。一个面向下沉市场，一个面向中高端市场，二者协同作用，能让京东全面覆盖国内主流消费场景，构建线上线下一体化的零售新生态。线下超市赛道竞争加剧盯上线下零售的不止京东，阿里和美团同样对这一市场虎视眈眈。在互联网流量红利消退且获客成本攀升的当下，玩家们纷纷跑到线下挖掘新入口与近场消费场景。其中，线下超市成为了他们共同的选择。他们希望借助线下超市实现生态协同的诉求，打通线上线下流量，复用供应链资源，补全用户场景，实现全链路协同的目标。当下，京东凭借折扣超市与七鲜超市在加速狂奔。阿里的社区平价超市超盒算 NB，依靠供应链一体化和分钟级配送优势展开全开冲刺，抢占社区高频刚需。当前，超盒算 NB的全国门店数量已超350家。与此同时，超盒算 NB还开放了加盟，规模还在进一步扩张。图源：微博美团依托其成熟的骑手网络、即时履约和流量优势，押注小象超市和快乐猴超市，覆盖中高端和下沉市场。小象超市北京首店已落地，主打店仓一体 + 30 分钟达；快乐猴超市主打社区小店，目前已在全国开设13家门店。图源：微博京东、阿里、美团三位玩家布局线下超市，虽然面对的是同一竞争市场，但各自布局重点、优势不同。当前他们都在加速开店扩张，抢占市场规模，谁是赢家还不好说。规模竞争之外，谁能掌握供应链主权、做好自有品牌、打通线上线下闭环，谁就能在这场战争中胜出。作者 | 赵云合","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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