从贴牌到共创，超市自有品牌的进阶之路

北京商报07-16 22:55

夏季一支售价2.5元的火炬冰淇淋，背后需要多久的研发周期？在超盒算NB，答案是大约半年。“大概找了六七家供应商，有些产品甚至经历了30多次打样。”超盒算NB冰品采购相关负责人向北京商报记者表示，双方研发团队在冰淇淋的口感、甜度、奶料配比和生产工艺上反复调整。　　过去，零售超市更多扮演“销售渠道”的角色，采购往往局限于从工厂或供应商的现有商品中挑选、议价。如今，越来越多的企业正围绕自有品牌展开布局，...

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brand","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"UGE":0.6,"WMTI":0.6,"WMT":1.78,"RTH":0.6,"FSTA":0.6,"XLP":0.6},"content_text":"夏季一支售价2.5元的火炬冰淇淋，背后需要多久的研发周期？在超盒算NB，答案是大约半年。“大概找了六七家供应商，有些产品甚至经历了30多次打样。”超盒算NB冰品采购相关负责人向北京商报记者表示，双方研发团队在冰淇淋的口感、甜度、奶料配比和生产工艺上反复调整。　　过去，零售超市更多扮演“销售渠道”的角色，采购往往局限于从工厂或供应商的现有商品中挑选、议价。如今，越来越多的企业正围绕自有品牌展开布局，不同零售渠道对自有品牌的介入深度与底层诉求并不相同——无论是深耕多年的沃尔玛、山姆等老牌商超，再度凭借自有品牌重回竞争中心；还是物美、永辉借调改之势大幅加码，放大声量；更有超盒算NB、快乐猴等新玩家，将自有品牌视为抢占市场的快捷通道，深度介入新品配方、口味、包装及量产工艺等研发环节，力求在定价权、毛利率和差异化竞争上赢得主动。　　当然，自有品牌的开发没有捷径，依赖长期资金投入与对供需关系的深刻理解。超市不能止步于在供应商现成商品上贴牌换标，而需将触角延伸至配方优化、包装设计等前端研发环节。当零售商以“品牌商”身份深度介入研发与市场定义时，传统零售与品牌运营的边界正在消融。自有品牌也不甘于只做货架上“更便宜的替代品”，提升毛利、强化定价权、重构供应链，才是超市集中发力自有品牌的深层答案。 　　深度介入研发环节　　超市如何做自有品牌？超盒算NB的冰淇淋研发链路或许提供了一份观察样本。　　今年是超盒算NB开发自有品牌冰淇淋的第二年，在今年上架的40多款新品中，共有近20款国民经典冰品。单支售价多在1—3元之间。超盒算NB负责人表示，考虑到门店主要服务社区家庭客群，消费者偏理性务实，因此，在自有品牌冰品开发上，超盒算NB没有把重点放在推出更多新口味，而是选择了“怀旧”“经典”标签，推出火炬、奶提子、娃娃脸等冰淇淋商品。 　　产品立意确定后，便进入供应商“赛马”和内部盲测试吃环节。超盒算NB会把同样的规格和要求发给多家供应商，收到样品后，召集不同年龄段、不同部门的员工试吃，让他们在不知道供应商的情况下，对风味、外观、甜度等打分并提出建议。采购团队汇总意见后，再找供应商调整配方，同时继续商谈成本。　　这种深度介入，意味着超市采购正在承担一部分产品经理的职责。“现在商超已经不只是做销售，在自有品牌开发上，我们采购需要直接和工厂研发对接，一次次地打样、做尝试，产品才能出来。”超盒算NB冰品采购负责人说。例如，在研发火炬冰淇淋时，采购团队围绕巧克力涂层和冷链体验反复调试，试图在配方不调整的前提下，解决脆皮容易开裂、破碎的问题；而在研发娃娃脸雪糕时，团队为保证量产后的“脸部”造型稳定，最终让生产商引入伺服电机定位设备进行精准切割，取代依靠手工样品和模具的传统工艺。　　深入自有品牌的商品研发，也让超市有机会去重新设计成本结构。超盒算NB相关负责人强调，作为社区硬折扣超市，超盒算NB的低价并非依靠短期促销或补贴，而是通过“结构性调整”实现，通过规模化集采、产地直采和供应链短链化，把省下来的成本一次性让渡给消费者。据超盒算NB冰品采购负责人介绍，目前超盒算NB自有品牌冰品的售价，至少约为外部同类商品价格的七折。　　但随着超盒算NB全国化步伐加快，商品需求量扩大，供应链门槛也随之提高。“小工厂很难承载需求和质量标准。”上述负责人表示，目前为其生产冰品的伊利、蒙牛、天津大桥道等，均为全国或区域头部供应链企业。此外，对于快速开店的超盒算NB而言，供应商不仅要能做出符合需求的样品，还要适应规模化交付的要求、库存周转的节奏，以及数字化系统的衔接等。　　自有品牌的开发并不是给现成的工厂产品换一套包装。在这个过程中，零售商开始承担定义商品、组织生产的角色，以及决定商品以怎样的价格和节奏进入市场。　　客群定位影响业务策略　　对长期隐于幕后的供应商而言，零售端的风向往往最先体现在订单上。北京商报记者从伊利集团冷饮事业部定州工厂方面了解到，从去年开始，山姆、沃尔玛、超盒算NB等零售商相继与之合作，向工厂定制自有商品。这一现象背后，超市自有品牌竞争正逐步升温。　　与此同时，不同超市的自有品牌也正在走向分化，其差异通常与超市的业态定位、目标客群、消费场景等有关。 　　超盒算NB的自有品牌打法，是典型的社区硬折扣逻辑。超盒算NB门店面积多在600—800平方米，约1500个SKU，坚持“宽类窄品”，保留顾客高频复购的商品。据超盒算NB相关负责人介绍，在经典款冰品外，今年冰品采购团队做出的爆款为“油条冰淇淋”，但在超盒算NB内部看来，决定社区店基本盘的，仍是火炬、奶提子等消费者熟悉、复购门槛低的冰淇淋商品。　　这解释了超盒算NB为什么没有在单品种类或口味上做加法。对硬折扣超市而言，商品策略往往高度服务于周转效率，在这一情况下，经典口味能降低消费者的理解和尝试成本，精简SKU则有助于做大单品销量，在工厂端获得规模效应。超盒算NB将自有品牌的冰品集中在1—3元价格带，也意味着更贴近社区日常、即时和高频的消费场景。　　沃尔玛自有品牌“沃集鲜”展现了另一种商业路径。依托新一代门店和社区店两种店型，目标大众中产客群的沃集鲜在基础商品之外，更强调填补被主流市场长期忽略的需求空白，由此入手，为城市大众中产小家庭及单身人群研发解决其需求痛点的产品。“这部分人群的特点是重视质价比。既重视质量，也在意能否以更好的价格拿到更高质量的商品。”一位沃尔玛人士表示。 　　如今，消费者走进任何一家沃尔玛门店，大面积的沃集鲜铺陈已成为不容忽视的存在。沃尔玛相关负责人向北京商报记者介绍，从2024年四季度，沃尔玛从零开始系统性地搭建自有品牌沃集鲜，到2025年底已有约1000款商品。北京商报记者走访沃尔玛门店时发现，从双拼龟苓膏到“药食同源”吐司，沃尔玛意在通过沃集鲜做出在市场上更具差异化的单品，为消费者提供到店理由。　　与超盒算NB类似，沃尔玛同样深度参与沃集鲜的商品研发。北京商报记者从其合作供应商李良济方面了解到，沃尔玛同样没有单纯寻找供应商供货，而是全程参与配方、包装设计等环节。　　对近几年打造自有品牌的超市来说，做创新，意味着在一个成熟的品类里重新组合口味、品质与价格，但要想尽快在消费者之中建立起品牌认知并不容易。因此，沃集鲜还投入了更多精力解释商品。沃尔玛表示，通过《简单报》、公众号、小红书等渠道，向消费者展示产地、配方和溯源信息，试图把研发过程转化为可感知的信任。　　前述凯度消费者指数的研究显示，年轻单身族或夫妇偏好产品成分和消费体验的升级，往往会追求新奇口味和功能性的养生产品，成年家庭则更看重性价比与便利性。超盒算NB用高频刚需的基础款服务社区家庭，沃集鲜则借健康主题和内容叙事在多种店型的消费场景中吸引顾客。自有品牌由此成为不同超市竞争差异化的直接表达：门店想服务谁、解决什么需求，最终都会落在货架的商品上。　　市场远未到增长上限　　从一支雪糕、一片吐司，到米面粮油等，自有品牌在中国超市中的存在感正在提高。今年，波士顿咨询有限公司董事总经理、大中华零售负责人章一博在解读《中国自有品牌发展报告》时表示，目前中国自有品牌在商超行业的渗透率约为8%，仍处于全球第三梯队，远低于欧洲成熟市场30%以上的水平。但过去十年间，中国自有品牌已实现长足发展，且在全球疫情后呈现加速态势。　　零售业专家胡春才表示，国内自有品牌的发展可以分为三个阶段：自有白牌、自有品牌和自有名牌。消费者购买后感觉不错、形成重复购买，商品才从“自有白牌”进入“自有品牌”；当消费者愿意像购买一线品牌一样主动购买时，才进入“自有名牌”阶段，如山姆“Member's Mark”通过社媒用户自发分享传播，胖东来自营商品在友商货架也被抢空等。　　同时，上述普华永道报告还指出，自有品牌与全国性品牌之间的感知质量差距正在缩小，且在低差异化、低创新度的品类中更容易获得较高的市场份额，比如瓶装水、食盐等。　　不过，自有品牌的商品背后仍连接着从设计、生产、上市到收集消费者反馈的全链条。胡春才表示，未来在自有品牌赛道拉开差距的关键，不仅需要研发能力与工厂端的规模效应结合，也需配合高周转率和消费者认知教育，方能构建起壁垒。　　胡春才进一步指出，从品牌的角度来说，先通过高端产品让消费者建立对品牌品质和价值的深刻印象，之后再向下延伸或拓展产品线会更容易获得成功。而会员店等具备高端属性的业态，在孵化自有品牌方面具有先天优势，更易实践这种“从高往低打”的策略。　　单纯依靠打低价、卖普货已经越来越难形成持久差异，超市之间比拼的不再只是SKU数量或绝对低价，而是谁能更精准地定义商品，更高效地组织供应链，并持续创造符合客群需求的独家供给。自有品牌已经从一种经营策略，变成超市下一阶段竞争的新门槛。（文章来源：北京商报）","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 AppleWebKit/537.36 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