折扣业态自带流量，京东、美团旗下平价超市扎堆开店

第一财经08-15 20:28

自去年推出平价超市后，京东、美团等平台今年加快了开店节奏。　　近期，京东折扣超市宣布江苏盐城和河北燕郊将在9月开设品牌首店，京东折扣超市在华北、华东两大区域的布局提速。　　从趋势看，在整体承压的超市行业，硬折扣赛道仍有较大的增长潜力。　　持续开店　　今年以来，京东折扣超市、盒马旗下平价社区超市超盒算NB以及美团旗下超市“快乐猴”都在持续开店。　　从布局看，上述品牌持续开新城，扩大业务版图。6月26...

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shops","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"JD":1.95,"HMTD.SI":0.6,"MPNGY":1.92,"03690":1.92,"KWEB":0.6,"METmain":0.6,"09618":1.95},"content_text":"自去年推出平价超市后，京东、美团等平台今年加快了开店节奏。　　近期，京东折扣超市宣布江苏盐城和河北燕郊将在9月开设品牌首店，京东折扣超市在华北、华东两大区域的布局提速。　　从趋势看，在整体承压的超市行业，硬折扣赛道仍有较大的增长潜力。　　持续开店　　今年以来，京东折扣超市、盒马旗下平价社区超市超盒算NB以及美团旗下超市“快乐猴”都在持续开店。　　从布局看，上述品牌持续开新城，扩大业务版图。6月26日，京东折扣超市淮南首店开业。京东表示，淮南首店开业后京东折扣超市全国门店总数突破11家，覆盖北京、河北、江苏、安徽等多个省市。　　8月14日，快乐猴在义乌、天津、佛山和东莞都有新店开业。7月至8月，快乐猴在浙江、京津以及广东等地完成了4店连开。　　超盒算NB7月24日在成都六店同开，同时在7月进入了滁州。据中国连锁经营协会（CCFA）统计，2025年盒马（包括盒马鲜生和超盒算NB）门店数为970家，同比增长86.5%。　　从定位看，这类平价超市与上述公司旗下的品质超市七鲜、盒马鲜生和小象超市形成互补，在定价、客群以及地址位置上都有区别，满足平台触达不同消费者的需求。　　此前在美团股东大会上，美团CEO王兴表示快乐猴定位为社区超市，主打极致性价比。通过高自有品牌占比、精简SKU及较小店面（700至800平米）降低运营成本，满足对价格敏感用户的需求，与小象超市形成错位竞争，具有高潜力。　　百联咨询创始人、零售电商行业专家庄帅对第一财经记者表示，上述几家公司持续开店主要因为它们看中社区零售对于生鲜食品的高频需求，希望通过规模化密集布点折扣业态快速摊薄后台供应链与履约成本，并借助线下前置仓效应反哺即时零售生态，获得增量增长。　　另一方面，这类平价超市都少不了自有品牌。例如京东折扣超市淮南首店开业时表示引入了京东自有品牌商品，京鲜舫、京悦、七鲜等品牌上百款商品覆盖了米面粮油、日化清洁等品类。此外，有消息称超盒算NB的自有品牌SKU占比约为60%。　　在庄帅看来，平价超市的自有品牌不是简单的SKU补充，而是平价超市实现极致质价比的核心载体与利润贡献者，同时电商平台和实体店提供自有品牌的试验场景，自有品牌则赋予了平台和实体店的差异化与定价权。　　差异化是关键　　平价超市持续开店的同时，线下商超仍处于转型阶段。　　中国连锁经营协会7月发布的数据显示，超市Top100企业门店总数继续下降，从2024年的2.52万个下滑至2025年的2.1万个。　　此外，不少超市今年上半年净利润出现下滑。上述协会发布的2026年上半年数据显示，受访的92家超市企业（覆盖超15000家门店）中，净利润同比增长的企业占比为28.3%，下滑的企业占比为51.1%。　　另一方面，硬折扣赛道仍然火热。根据《2025中国零售行业展望》，2024年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，还有大量的增长空间。德国平价超市奥乐齐在国内市场的发展也说明了这一点：奥乐齐2025年在国内的销售额同比增长100%，门店数同比增长了60%。　　“折扣”一词自带流量。京东折扣超市数据显示，安徽淮南首店开业前三天累计吸引进店客流超19万人次。　　但消费者要的不是单纯促销。《2025年中国商超调改研究报告》显示，过去三年，中国超市行业正经历一轮由内而外的深度调整。面对客流结构变化、消费分层加剧与竞争范式重塑，越来越多零售企业意识到，单点促销或局部优化已难以支撑长期增长，系统性的门店调改正在成为行业的共同选择。调改不是简单的环境焕新或商品替换，而是一场围绕消费者需求重构商品体系、供应链能力与门店体验的综合变革。　　上述报告剖析了“成功店”（指调改后销售额同比正增长的门店）的核心成功要素，“生鲜”是关键，成功店在生鲜运营上做到“内外兼修”，同时实现生鲜与快消双轮驱动。例如，面对消费者端，深化场内服务，如定制化加工、餐饮专业化出品、烘焙的持续创新，将商品售卖升级为可体验的消费内容。　　庄帅表示，对于平价超市而言，极致性价比是基本功，但若缺乏依托各自生态的场景化或即时履约体验的鲜明差异化，极易陷入无意义的低价竞争。因此必须在守住性价比基准线上，构建出具有自有品牌辨识度和忠诚度的壁垒。　　在竞争方面，庄帅认为短期看是彼此在存量市场的贴身肉搏，长期看实则共同对标奥乐齐这类硬折扣标杆，核心比拼的是谁能先复刻并本地化其极度克制的SKU下的极简运营模型，并形成差异化的竞争态势。（文章来源：第一财经）","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":"corporation","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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