多品牌“跑马圈地”，“硬折扣”超市如何才能走得长远？

新京报05-15

近日有消息称，盒马旗下主打“硬折扣”模式的平价社区超市超盒算NB将入驻北京朝阳望京、昌平回龙观等区域的商场，计划多店同步开业。5月14日，新京报消费研究院记者向盒马内部人士求证，对方表示“一切要等待官宣”。去年以来，美团快乐猴、京东折扣店、物美超值、沃尔玛社区店、万家家选等多个“硬折扣”品牌扎堆亮相，其中绝大多数以精简SKU（最小存货单位）、发力自有品牌、高性价比为核心经营特色。业内专家认为，当前...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2635702165?lang=zh_CN&edition=full","thumbnail":"https://media.bjnews.com.cn/fz/html/AttachPubDev/2026/5/wanglin20265151637503024241.png?x-oss-process=image/resize,m_lfit,w_365","is_english":false,"pubTime":"2026-05-15 16:53","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2635702165","market":"us","top_or_hot":-1,"title":"多品牌“跑马圈地”，“硬折扣”超市如何才能走得长远？","media":"新京报","content":"<div>\n<p>近日有消息称，盒马旗下主打“硬折扣”模式的平价社区超市超盒算NB将入驻北京朝阳望京、昌平回龙观等区域的商场，计划多店同步开业。5月14日，新京报消费研究院记者向盒马内部人士求证，对方表示“一切要等待官宣”。去年以来，美团快乐猴、京东折扣店、物美超值、沃尔玛社区店、万家家选等多个“硬折扣”品牌扎堆亮相，其中绝大多数以精简SKU（最小存货单位）、发力自有品牌、高性价比为核心经营特色。业内专家认为，当前...</p>\n\n<a href=\"https://www.bjnews.com.cn/detail/1778835204169686.html\">网页链接</a>\n\n</div>\n","source":"highlight_bjnews","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>多品牌“跑马圈地”，“硬折扣”超市如何才能走得长远？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n多品牌“跑马圈地”，“硬折扣”超市如何才能走得长远？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-05-15 16:53 北京时间&nbsp;&nbsp;&nbsp;<a href=https://www.bjnews.com.cn/detail/1778835204169686.html><strong>新京报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近日有消息称，盒马旗下主打“硬折扣”模式的平价社区超市超盒算NB将入驻北京朝阳望京、昌平回龙观等区域的商场，计划多店同步开业。5月14日，新京报消费研究院记者向盒马内部人士求证，对方表示“一切要等待官宣”。去年以来，美团快乐猴、京东折扣店、物美超值、沃尔玛社区店、万家家选等多个“硬折扣”品牌扎堆亮相，其中绝大多数以精简SKU（最小存货单位）、发力自有品牌、高性价比为核心经营特色。业内专家认为，当前...</p>\n\n<a href=\"https://www.bjnews.com.cn/detail/1778835204169686.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999002463.SGD","symbol_name":"LionGlobal China Growth SGD","start_time":0,"source_url":"https://www.bjnews.com.cn/detail/1778835204169686.html","article_id":"2635702165","we_media_id":null,"thumbnails":["https://media.bjnews.com.cn/fz/html/AttachPubDev/2026/5/wanglin20265151637503024241.png?x-oss-process=image/resize,m_lfit,w_365"],"rights":{"source":"highlight_bjnews","url":"https://www.bjnews.com.cn/detail/1778835204169686.html","rn_cache_url":null,"customStyle":"handleCustomStyle(customStyle, ThemeStyle, getFont(fontSize))","selectors":"#main .nleft","filters":".ntit, .attitude","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2635702165","pubTimestamp":1778835180,"columns":[],"sourceInfo":{"source_id":"highlight_bjnews","name":"新京报"},"weMediaInfo":null,"summary":"多个“硬折扣”品牌“跑马圈地”近日，超盒算NB门店将入驻朝阳望京、昌平回龙观等区域商场的消息传开。目前这两家门店均已改为“盒马生鲜奥莱”。2025年7月、8月，物美超值、美团快乐猴、京东折扣店超市等“硬折扣”品牌扎堆亮相。自有品牌商品占比超过60%。京东折扣超市在全国已开设10家门店 。避免“拿来主义”在国外市场，目前已有奥乐齐、LIDL等成熟的“硬折扣”零售品牌。“硬折扣”店也面临同质化等多重挑战。","collect":0,"end_time":0,"defaultTopTitle":"bjnews.com.cn","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89618":"京东集团-SWR","SG9999002463.SGD":"LionGlobal China Growth SGD","IE0008368742.USD":"首域中国增长基金I Acc","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU1808992512.USD":"AB ALL CHINA EQUITY PORTFOLIO \"A\" (USD) ACC","HK0000306701.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) INC","LU0456842615.SGD":"JPMorgan Funds - Emerging Markets Equity A (acc) SGD","LU0588545490.SGD":"Eastspring Investments - Asian Equity Income AS SGD","LU0531971595.HKD":"HSBC GIF CHINESE EQUITY \"AD\" (HKD) INC","LU0052750758.USD":"富兰克林中国基金A Acc","BK4585":"ETF&股票定投概念","LU0588545730.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"ADM\" (USD) INC","LU0791591158.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"I\" (USD) ACC","LU0488056044.USD":"Allianz Asian Multi Income Plus Cl AM DIS USD","BK1591":"就地过年概念","LU0384037296.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AT\" (USD) ACC","IE00BGV7N243.SGD":"FSSA Global Emerging Markets Focus I Acc SGD","BK4558":"双十一","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","LU0315178854.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"A\" ACC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU1224444064.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AM\" (USDHDG) INC","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU0048580855.USD":"富达大中华区A","BK4588":"碎股","LU0315179316.USD":"EASTSPRING INVESTMENTS ASIAN DYNAMIC \"A\" (USD) ACC","LU2242644610.SGD":"Fidelity China Innovation A-ACC-SGD","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","LU0293314216.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"A\" (USD) ACC","LU1188198961.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) INC QV","IE00B29SXG58.USD":"FSSA CHINA FOCUS \"I\" (USD) ACC","LU0359201612.USD":"贝莱德中国基金A2","BK4551":"寇图资本持仓","BK4509":"腾讯概念","LU1688375341.USD":"贝莱德中国灵活股票基金","BK1610":"ETF&股票定投概念","LU1282651048.USD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AMG\" (USD) INC","LU0359202008.SGD":"Blackrock China Fund A2 SGD-H","LU1720050803.USD":"安联全方位中国股票基金","LU0348805143.USD":"ALLIANZ ENHANCED ALL CHINA EQUITY \"A\" (USD) INC","01797":"东方甄选","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","BK1575":"同股不同权","LU0149721374.USD":"HSBC GIF HONG KONG EQUITY \"AD\" INC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU1719994722.HKD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (HKD) ACC","LU0791590937.USD":"ALLSPRING  EMERGING MARKTES EQUITY INCOME \"A\" (USD)","BK4503":"景林资产持仓","LU1282649810.SGD":"Allianz Asian Multi Income Plus Cl AMg DIS H2-SGD","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) INC","LU0463099449.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) ACC","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","BK4505":"高瓴资本持仓","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","BK4504":"桥水持仓","LU0163747925.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY A ACC","LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","LU0499858602.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) ACC","LU0868486357.SGD":"JPMorgan Funds - Emerging Markets Opportunities A (acc) SGD-H","IE0032431581.USD":"PINEBRIDGE GREATER CHINA EQUITY \"A\" (USD) ACC","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","LU0244354667.USD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" ACC","LU1366334651.USD":"ALLSPRING EMERGING MARKETS EQUITY INCOME \"I\" (USD) INC","SG9999002562.SGD":"LionGlobal Asia Pacific SGD","LU1251922891.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) ACC","SG9999002828.SGD":"Eastspring Investments Unit Trusts - Dragon Peacock A SGD","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) ACC","LU0594300419.USD":"富达中国消费基金A","BK4524":"宅经济概念","LU0650527681.SGD":"Fidelity China Consumer A-SGD","BK4220":"综合零售","LU1303224171.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) INC","KJD":"2倍做多JD ETF-KraneShares","LU2257852520.SGD":"JPMorgan Funds - Asia Growth A (acc) SGD","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","LU0320764755.SGD":"FTIF - Templeton Asian Growth A Acc SGD","BK4526":"热门中概股","LU0128522157.USD":"TEMPLETON ASIAN GROWTH \"A\" ACC","LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU1282649067.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (USD) INC A","LU0431992006.USD":"摩根大通新兴市场机会A（acc）","LU1794554557.SGD":"Allianz All China Equity AT Acc H2-SGD","LU0865486749.SGD":"Eastspring Investments - Asian Equity Income AS SGD-H","BK4122":"互联网与直销零售","HK0000320223.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) ACC","LU0469268626.HKD":"AB FCP I-ASIA EX JAPAN EQUITY PTF(AD","LU0499858438.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) INC","LU0106959298.USD":"UBS (LUX) EQUITY FUND - EMERGING MARKETS SUSTAINABLE LEADERS (USD) \"P\" (USD) ACC","LU1044875133.USD":"天利亚洲反向股票 AU Acc","BK1502":"双十一","SG9999001226.SGD":"UNITED SUSTAINABLE ASIA TOP 50 \"A\" (SGD) ACC","LU0259732245.USD":"EASTSPRING INVESTMENTS DRAGON PEACOCK A","HK0000320264.USD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (USD) ACC","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","BK4579":"人工智能","BK4614":"Manus概念股","LU1328277881.USD":"MANULIFE GF DRAGON GROWTH FUND \"AA\" (USD) INC","LU0828237510.HKD":"SCHRODER ISF BIC (BRAZ IN CH)\"A\" (HKD) ACC","BK1142":"互联网与直销零售","LU0672654166.SGD":"FTIF - Templeton Asian Growth A (acc) SGD-H1","LU0228659784.USD":"施罗德金砖四国基金","09618":"京东集团-SW","LU0314109678.HKD":"MANULIFE GF DRAGON GROWTH \"AA\" (HKD) INC","LU0370786039.SGD":"Fidelity Greater China A-SGD","LU0051755006.USD":"摩根大通中国A (dist)","BK1588":"回港中概股","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU1044876610.USD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"ZU\" (USD) ACC","LU0543330483.HKD":"TEMPLETON ASIAN GROWTH \"A\" (HKD) ACC","LU1366334578.USD":"ALLSPRING EMERGING MARKETS EQUITY INCOME \"A\" (USD) INC","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","WMT":"沃尔玛","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","JD":"京东","BK1615":"港股-互联网","LU1481107354.HKD":"HSBC GIF HONG KONG EQUITY \"AD\" (HKD) INC","LU1642822792.SGD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"A\" (SGD) ACC","LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","BK4531":"中概回港概念","BK1619":"稳定币概念","LU1044874839.SGD":"THREADNEEDLE (LUX) ASIAN CONTRARIAN EQUITY \"AGH\" (SGDHDG) ACC","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","LU0084288322.USD":"Natixis Asia Equity RD USD","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","LU1813983027.USD":"MANULIFE GF DRAGON GROWTH \"AA\" (USD) INC","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","LU1282651121.HKD":"ALLIANZ GEM EQUITY HIGH DIVIDEND \"AMG\" (HKD) INC","LU0228367735.SGD":"Eastspring Investments - Asian Equity Fund AS SGD","LU0345775950.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) ACC","LU0140636845.USD":"施罗德大中华区股票A Acc","BK1249":"综合零售","HK0000306685.HKD":"TAIKANG KAITAI CHINA NEW OPPORTUNITIES FUND \"A\" (HKD) INC","LU0164880469.USD":"HSBC GIF HONG KONG EQUITY \"AC\" ACC","LU0588545904.SGD":"Eastspring Investments - Asian Equity Income ASDM SGD","LU1880383366.USD":"东方汇理中国股票基金 A2 (C)","LU0456846285.SGD":"JPMorgan Funds - Greater China A (acc) SGD"},"translate_title":"How can multi-brand \"horse racing\" and \"hard discount\" supermarkets go for a long time?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"01797":1.67,"JD":1.71,"WMT":1.68,"09618":1.71,"KJD":0.6},"content_text":"近日有消息称，盒马旗下主打“硬折扣”模式的平价社区超市超盒算NB将入驻北京朝阳望京、昌平回龙观等区域的商场，计划多店同步开业。5月14日，新京报消费研究院记者向盒马内部人士求证，对方表示“一切要等待官宣”。去年以来，美团快乐猴、京东折扣店、物美超值、沃尔玛社区店、万家家选等多个“硬折扣”品牌扎堆亮相，其中绝大多数以精简SKU（最小存货单位）、发力自有品牌、高性价比为核心经营特色。业内专家认为，当前“硬折扣”赛道的开店热潮仍存泡沫，尚未形成稳固的发展根基，若想实现长久经营，最终仍需回归本源，着力夯实供应链能力、打造鲜食产品差异化特色，构筑核心竞争力。多个“硬折扣”品牌“跑马圈地”近日，超盒算NB门店将入驻朝阳望京、昌平回龙观等区域商场的消息传开。公开报道显示，在新世界百货望京店地下1层，一片区域已围上了盒马标志性的红蓝配色围挡，围挡上有“超盒算NB，北京，我们来了”“真实惠够放心”等字样。超盒算NB的前身是盒马NB，主打“天天低价、件件爆款”，此前外界曾一度将其与盒马奥莱混淆。该店型也曾在北京市场试水，2024年1月，盒马NB在北京通州区开设门店，5月又在石景山区开设一家门店。目前这两家门店均已改为“盒马生鲜奥莱”。2024年3月，盒马提出“盒马鲜生+盒马NB”双轮驱动战略，确认由盒马NB承担探索低价的任务。2025年8月，盒马NB升级并更名为超盒算NB，进一步确定平价社区超市定位。公开资料显示，超盒算NB单店面积600平方米–800平方米，SKU约1500个，自有品牌占比高达60%。截至2025年底，超盒算NB的门店数量超过400家，截至目前已入驻包括上海、杭州、宁波、嘉兴、湖州、绍兴、金华等12个城市。2025年，多个“硬折扣”品牌开启“跑马圈地”模式。除超盒算NB外，沃尔玛社区店、物美超值、京东折扣店、美团快乐猴等品牌也快速入局，并由华南地区蔓延至全国。2025年1月，沃尔玛社区店全国首店在深圳龙华壹成中心开业。沃尔玛以“低调试错、稳步扩店”的策略推进社区店布局，单店约500平方米，SKU精简至2000个，主打10分钟步行采购、即时补给。公开资料显示，截至2026年3月，深圳已开出了12家社区店。2025年7月、8月，物美超值、美团快乐猴、京东折扣店超市等“硬折扣”品牌扎堆亮相。其中，物美超值硬折扣店首批6家门店在北京同步开业，包括中信城店、和平新城店等，覆盖北京5大区域。在选品策略上，物美超值坚持“少量SKU”策略，商品总数控制在1300支以内，重点聚焦水果蔬菜、鲜肉鲜鱼、烘焙等六大品类。自有品牌商品占比超过60%。截至目前，物美超值在北京已有10家门店。美团快乐猴首店在杭州开业，商品涵盖蔬菜水果、肉禽蛋、乳品烘焙、熟食等多品类。主打600平方米–800平方米小店，SKU在1500个左右，自有品牌占比约30%。2025年10月，快乐猴北京首店在门头沟区开店。今年4月29日，北京朝阳观典邻里店和河北廊坊住达广场店同日开业。京东折扣店超市首店亮相河北涿州，与上述品牌的“小而精”不同的是，京东折扣店超市采取大店型、多SKU的运营模式，门店面积超5000平方米，提供超5000款高性价比商品，涵盖食品生鲜、家清个护等全品类。 京东折扣超市在全国已开设10家门店 。供应链能力是关键“硬折扣”业态的一大特征，是通过精选商品进行规模化采买或源头定制，最大程度减少中间环节和品牌溢价，做到长期低价。最终追求的“极致性价比”商品是吸引消费者的最主要因素。消费者的关注也是多个企业拓展该赛道的原因之一。中国商业联合会专家委员会委员、北京国际商贸中心研究基地首席专家、新京报消费研究院顾问专家赖阳接受记者采访时表示，与线上直销相比，实体店没有价格竞争力。实体店的竞争力要体现在消费者对品牌及产品品质的认同、不可替代的产品特色等方面，而供应链的能力才是竞争力的核心。美团、京东等依托过往供应链合作，积淀了扎实的基础与丰富资源，布局“硬折扣”门店属于顺势而为、水到渠成的战略选择。如果是没有供应链能力的品牌，在主食厨房、鲜食等方面没有形成战略竞争力，也没有消费者口碑认同及自己研发的独特产品，就算是已经营多年的超市品牌入局“硬折扣”，也很难做好。 赖阳同时提到，云消费时代，商超类业态一定要往食品类方向发展，“线下商超要以吃为主，尤其是与新鲜度、保质期、环保日期密切相关的鲜食。”在此基础上，要布局“硬折扣”店还要解决多方面的问题，包括获得消费认同、提高产品品质、形成价格竞争力，“如果仅仅追求价格，把价格打得很低，但产品口碑不佳，消费者对品牌缺乏深度认同，不再复购，这个业态也无法生存”。要对标更高品质的一流产品，打造拥有质价比的独特商品。同时，保鲜期短的新鲜食物对企业供应链要求更高，需要在这方面加强投入。“此外，提升供应链能力不是简单找供应商，而是企业本身要研发，有自己独特的创意配方。对合作伙伴要严格品控，确保产品在同类竞品中具备质价比优势。”避免“拿来主义”在国外市场，目前已有奥乐齐（ALDI）、LIDL等成熟的“硬折扣”零售品牌。普遍观点认为，“硬折扣”零售在中国市场尚处于高速崛起的爆发初期，有较大的发展空间。广发证券相关研报引用的《2025中国零售行业展望》数据显示，2024年国内“硬折扣”市场规模已突破2000亿元，但渗透率仅为8%。与德国42%的渗透率以及日本31%的渗透率相比，还有较大的增长空间。以奥乐齐（ALDI）为例，中国连锁经营协会数据显示，2024年，奥乐齐（ALDI）中国仅凭上海的55家门店，创下20亿元的销售额，相比2023年直接翻倍。奥乐齐（ALDI）的市场表现，也一定程度上折射了中国“硬折扣”市场的潜力。“硬折扣”店也面临同质化等多重挑战。比如，都是“小而精”的门店面积及精简的SKU，主打“生鲜+食品+日用”，强调性价比。这就要求企业做出自己的特色，而不是用“拿来主义”照搬别人的经验。赖阳认为，企业不能流行什么模式就一哄而上，目前“硬折扣”店的竞争白热化格局是“昙花一现”，要想走得长远，还是要回归到供应链能力、产品独特性等方面，“即商场业态以食品为核心，在生鲜、冷冻食品、主食厨房、烘焙等方面做出独特口味及明星产品，这才是最主要的。”新京报记者 张洁编辑 王琳校对 柳宝庆","kind":"highlight","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.2","shortVersion":"4.42.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2635702165","isCrawlerRequest":true}