“抢位”北京，锚定自有品牌，沃尔玛中国大卖场焕新背后

华夏时报网07-11

在北京富卓商厦店，沃尔玛自有品牌已从“点缀”变为“主角”，既有食品线“沃集鲜”，亦有洗护线“惠宜”。7月10日，沃尔玛再度加码沃集鲜，推出“药食同源”系列，横跨饮品、烘焙、零食、乳制品等品类。沃尔玛中国方面对包括《华夏时报》记者在内的媒体记者透露，沃集鲜于2024年底推出，并在近一年内实现影响力和业绩“双爆发”。　　纵观行业，大卖场整体表现惨淡，转型进入深水区。沃尔玛中国的应对策略日趋清晰，店型...

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hypermarket","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"UGE":0.6,"XLP":0.6,"RTH":0.6,"WMT":1.96,"WMTI":0.6,"FSTA":0.6},"content_text":"在北京富卓商厦店，沃尔玛自有品牌已从“点缀”变为“主角”，既有食品线“沃集鲜”，亦有洗护线“惠宜”。7月10日，沃尔玛再度加码沃集鲜，推出“药食同源”系列，横跨饮品、烘焙、零食、乳制品等品类。沃尔玛中国方面对包括《华夏时报》记者在内的媒体记者透露，沃集鲜于2024年底推出，并在近一年内实现影响力和业绩“双爆发”。　　纵观行业，大卖场整体表现惨淡，转型进入深水区。沃尔玛中国的应对策略日趋清晰，店型迭代做骨架，大店改造、社区店、新店型协同发展；自有品牌做血肉，以沃集鲜为先锋，不断试探商品创新的上限，试图以商品力重构全渠道增长逻辑。在这一轮行业洗牌中，沃尔玛的转型成效，将成为市场关注的焦点。　　店型迭代提速　　在大卖场转型的浪潮中，沃尔玛中国正密集落地门店改造。7月10日，沃尔玛中国方面对本报记者透露，“沃尔玛今年正在加速全国门店升级改造与新一代门店建设、拓展社区店布局，促进以门店为核心的全渠道增长。”　　在这之中，北京是沃尔玛接下来战略布局的核心城市之一。“我们正在北京积极开展新一代门店和社区店的选址，并已确定了多个点位，包括天通苑、顺义、同成街等，今年晚些将陆续有多个沃尔玛新店在北京开业。”沃尔玛方面告诉记者。不过对于新门店是新店型还是延续社区店模式，沃尔玛中国相关工作人员表示目前还尚不清楚。　　目前，沃尔玛在北京共有5家超市门店，除宣武门店（富卓商厦）位于二环内，其余4家均分布在四环乃至更远的郊区。而另一边，美团、京东、盒马等零售巨头正密集在北京布局实体折扣店，美团“快乐猴”已多店落地，京东折扣超市首店落户门头沟，盒马“超盒算NB”首批6店同步开业。在此背景下，沃尔玛此番高调回归，其战略意图引发市场广泛关注。　　对此，新零售专家鲍跃忠对本报记者分析认为，“沃尔玛此番重返北京，意义不止于单一城市的市场收复，更应置于其全国扩张的战略版图中审视。”　　沃尔玛中国旗下包括大卖场沃尔玛，以及山姆会员商店。近两年，其除了对山姆会员商店持续扩张，另一方面也一直在推进沃尔玛店型的改造。今年4月，沃尔玛全新一代门店首店在成都开业，面积从原来的7000平方米缩减至3000平方米，相当于一个中型超市体量，优化配置约1万个SKU，同时新店型在商品结构、空间布局、全渠道体验上进行了系统性重构。　　彼时，沃尔玛中国方面对记者透露，2025年沃尔玛中国改造了近百家门店，2026年将有超百家门店参照该模型升级。　　另一方面，沃尔玛中国也在持续探索社区门店，2026年3月27日，沃尔玛中国第12家社区店在深圳龙岗开业。据沃尔玛中国方面介绍，“社区店与大店形成互补，大店聚焦一站式购齐与沉浸式购物体验，社区店以10分钟步行生活圈、小精近为原则，满足高频即时消费需求。2026年计划新开5—10家新一代门店，同步推进新店、大店改造、社区店发展。”　　加码自有品牌　　除了对店型进行升级改造，自有品牌也是沃尔玛中国的战略重心之一。此番通过自有品牌推出“药食同源”系列产品，也是紧跟时代消费脉搏，当下越来越多的消费者将健康放在购物清单的首位，翻看配料表也成为寻常百姓的日常动作。　　“药食同源系列的推出恰逢其时，随着健康消费需求的崛起，正在倒逼商超企业重新审视商品结构，当下健康消费市场潜力毋庸置疑，但供给端却显得步履稍缓，从这方面来看，沃集鲜这系列产品的推出既契合当下消费趋势，也能与其他商超形成差异化优势。”鲍跃忠对本报记者分析认为。　　根据7月10日沃尔玛中国方面的介绍，其于2024年底推出沃集鲜，从牛奶、烘焙、零食等开始做起，2025年7月，沃集鲜开始正式跟消费者见面，2026年年初自有品牌产出实现较好增长。目前进入沃尔玛超市，目之所及几乎均为沃尔玛自有品牌产品。沃尔玛中国相关工作人员也告诉记者，“自有品牌占比确实比之前多了很多，但具体占比目前还没统计过。”　　在产品上，沃尔玛也注重倾听消费者声音。“我们的采购团队和市场团队都爱刷小红书。几乎每天，我们都会在上面看到用户对沃集鲜的各种反馈。”沃尔玛中国相关工作人员告诉记者。　　对于沃尔玛接下来的发展，鲍跃忠对记者表示，“当前中国商超行业中，无论是美团、京东，还是盒马等新零售势力都值得关注。但从专业运营视角来看，沃尔玛的运作模式尤其是自有品牌发展路径，在体系完整性上明显优于同业。展望未来，沃尔玛中国在市场规模、行业影响力及模式创新等方面，都将成为国内商超企业最具参考价值的范本。”（文章来源：华夏时报网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"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 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