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不高兴的小欣

不高兴的小欣

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不高兴的小欣

02-06 07:34

趋势起来了

不高兴的小欣

02-05 09:46

$腾讯控股(00700)$ 跌一些好

不高兴的小欣

02-04 20:50

$叮咚买菜(DDL)$ 什么情况

不高兴的小欣

02-04 15:07

这和科技企业有啥关系？你是买面包的吗

美团小象超市上线自有烘焙品牌“小象烘焙”

不高兴的小欣

02-04 11:13

$理想汽车-W(02015)$ 不错👌

不高兴的小欣

02-04 10:04

$美团-W(03690)$ 短期倒闭不了，长期必然倒闭

不高兴的小欣

02-04 09:59

$携程集团—S(09961)$ 现在已经超预期了，本以为会到380

不高兴的小欣

02-03

为啥不造别的公司的谣

美团：为卖课造谣“外卖商家集体下架平台”，主播张某被行拘

不高兴的小欣

02-03

外卖都崩了据说

小象烘焙开设线下店，美团重燃线下零售野心

不高兴的小欣

02-03

$美团-W(03690)$ 创23个月新低，美团马上暴雷了，建议买券的赶紧退款

不高兴的小欣

01-30

$小米集团-W(01810)$ 服了

不高兴的小欣

01-29

$阿里巴巴-W(09988)$ 盒马餐饮造成老百姓中毒……太坑了，水仙当百合卖给人吃也是醉了😵‍💫

不高兴的小欣

01-28

$阿里巴巴-W(09988)$ 股价涨不上去的时候就发布揍美团的消息就行。炒股很简单

不高兴的小欣

01-27

$美团-W(03690)$ 美团的ai就是个笑话

不高兴的小欣

01-27

正向呢？反向就100人买，增长百分之1000有卵用？

美团旅行：“反向过年”机票预订同比增长84%

不高兴的小欣

01-26

不是不和老百姓抢生意吗？

京东官宣：七鲜小厨已覆盖北京、上海、广州、深圳等5城

不高兴的小欣

01-26

$小米集团-W(01810)$ 小米从高点跌没了一个米团

不高兴的小欣

01-22

ppt做的好看

美团的“碰一碰”来了

不高兴的小欣

01-21

$拼多多(PDD)$ 服了，昨天割肉了

不高兴的小欣

01-21

这个基金经理的介绍截图不让发，原因不明。在所有港股通经理中排倒数4%

银华基金李宜璇旗下银华中国科技ETF年报最新持仓，重仓美团-W

去老虎APP查看更多动态

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什么情况","text":"$叮咚买菜(DDL)$ 什么情况","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/529093863399720","isVote":1,"tweetType":1,"viewCount":26,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":529201618977304,"gmtCreate":1770188857580,"gmtModify":1770188860167,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"title":"","htmlText":"这和科技企业有啥关系？你是买面包的吗","listText":"这和科技企业有啥关系？你是买面包的吗","text":"这和科技企业有啥关系？你是买面包的吗","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/529201618977304","repostId":"2608374513","repostType":2,"repost":{"id":"2608374513","kind":"news","pubTimestamp":1770187083,"share":"https://www.laohu8.com/m/news/2608374513?lang=zh_CN&edition=full","pubTime":"2026-02-04 14:38","market":"hk","language":"zh","title":"美团小象超市上线自有烘焙品牌“小象烘焙”","url":"https://stock-news.laohu8.com/highlight/detail?id=2608374513","media":"DoNews","summary":"2月4日，美团旗下小象超市正式推出自有烘焙品牌“小象烘焙”，首期在北京望京、后沙峪地区上线外卖服务。该品牌主打“现烤烘焙·只售当天”，目前以仓内厨房形式运营，紧邻小象超市仓库，无独立门头及线下门店。运营模式为纯线上，消费者可通过美团APP或小象超市APP下单。此举旨在强化生鲜即时零售场景下的自有品牌供给能力，提升烘焙品类履约效率与品质可控性。","content":"<html><body><article><p>2月4日，<a href=\"https://laohu8.com/S/MPNGY\">美团</a>旗下小象超市正式推出自有烘焙品牌“小象烘焙”，首期在北京望京、后沙峪地区上线外卖服务。该品牌主打“现烤烘焙·只售当天”，目前以仓内厨房形式运营，紧邻小象超市仓库，无独立门头及线下门店。运营模式为纯线上，消费者可通过<a href=\"https://laohu8.com/S/03690\">美团</a>APP或小象超市APP下单。此举旨在强化生鲜即时零售场景下的自有品牌供给能力，提升烘焙品类履约效率与品质可控性。</p></article></body></html>","source":"tencent","collect":0,"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\" 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}\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美团小象超市上线自有烘焙品牌“小象烘焙”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-02-04 14:38 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260204143832a6d19069&s=b><strong>DoNews</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2月4日，美团旗下小象超市正式推出自有烘焙品牌“小象烘焙”，首期在北京望京、后沙峪地区上线外卖服务。该品牌主打“现烤烘焙·只售当天”，目前以仓内厨房形式运营，紧邻小象超市仓库，无独立门头及线下门店。运营模式为纯线上，消费者可通过美团APP或小象超市APP下单。此举旨在强化生鲜即时零售场景下的自有品牌供给能力，提升烘焙品类履约效率与品质可控性。</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260204143832a6d19069&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","LU1868837565.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"1\" (USD) ACC","LU0880133367.SGD":"UBS (LUX) EQUITY FUND CHINA OPPORTUNITY USD \"P\" (SGD) ACC","SG9999001903.USD":"Aberdeen Standard Pacific Equity USD","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","BK1142":"互联网与直销零售","BK1618":"Manus概念股","LU0164865239.USD":"HSBC GIF CHINESE EQUITY 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18:30","market":"sh","language":"zh","title":"美团：为卖课造谣“外卖商家集体下架平台”，主播张某被行拘","url":"https://stock-news.laohu8.com/highlight/detail?id=2608481822","media":"新浪科技","summary":"新浪科技讯 2月3日晚间消息，今日，美团官方账号“小团有话说”发文表示，2月3日公安部网安局发布通报，近日，一则关于“宁波外卖商家集体退出外卖平台”的信息引发网民高度关注，并在商家和骑手群体中广泛传播。经相关部门核实，去年以来，宁波地区外卖业务均正常经营，不存在商家因合作问题主动退出的情况，更不存在集体退出的情况，上述信息严重误导认知。目前，公安机关已依法对张某予以行政拘留。","content":"<html><body><div>\n<div><img src=\"http://n.sinaimg.cn/finance/transform/784/w550h1034/20260203/aa14-3b40157b7b4b2ff49ae9ae0d9fa9417a.jpg\"/><span></span></div>\n<p>　　新浪科技讯 2月3日晚间消息，今日，<a href=\"https://laohu8.com/S/MPNGY\">美团</a>官方账号“小团有话说”发文表示，2月3日公安部网安局发布通报，近日，一则关于“宁波外卖商家集体退出外卖平台”的信息引发网民高度关注，并在商家和骑手群体中广泛传播。经相关部门核实，去年以来，宁波地区外卖业务均正常经营，不存在商家因合作问题主动退出的情况，更不存在集体退出的情况，上述信息严重误导认知。</p>\n<p>　　经相关部门调查，2025年12月起，网民张某（女，45岁）为制造热点、博取关注，吸引流量以售卖“盈利增长班”“咨询方案班”“连锁MBA班”等相关商业课程牟利，肆意编造并传播“外卖商家集体下架平台”等系列不实信息，引发大量网民关注，扰乱网络空间秩序。目前，公安机关已依法对张某予以行政拘留。</p>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在新浪财经APP</div>\n</div>\n<p>责任编辑：何俊熹 </p>\n</div></body></html>","source":"sina","collect":0,"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>美团：为卖课造谣“外卖商家集体下架平台”，主播张某被行拘</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; 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class=\"title\">\n美团：为卖课造谣“外卖商家集体下架平台”，主播张某被行拘\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-02-03 18:30 北京时间&nbsp;&nbsp;&nbsp;<a href=https://finance.sina.com.cn/tech/2026-02-03/doc-inhkpvfi7255076.shtml><strong>新浪科技</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>新浪科技讯 2月3日晚间消息，今日，美团官方账号“小团有话说”发文表示，2月3日公安部网安局发布通报，近日，一则关于“宁波外卖商家集体退出外卖平台”的信息引发网民高度关注，并在商家和骑手群体中广泛传播。经相关部门核实，去年以来，宁波地区外卖业务均正常经营，不存在商家因合作问题主动退出的情况，更不存在集体退出的情况，上述信息严重误导认知。\n　　经相关部门调查，2025年12月起，网民张某（女，45岁...</p>\n\n<a href=\"https://finance.sina.com.cn/tech/2026-02-03/doc-inhkpvfi7255076.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"MPNGY":"美团ADR","LU1734074674.USD":"NINETY ONE GSF ASIA PACIFIC FRANCHISE \"A\"(USD) ACC","SG9999000327.SGD":"Schroder Asian Growth A Dis SGD","LU0828237940.HKD":"SCHRODER ISF EMERGING ASIA \"A\" (HKD) ACC","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","BK4209":"餐馆","LU0359202008.SGD":"Blackrock China Fund A2 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2月3日晚间消息，今日，美团官方账号“小团有话说”发文表示，2月3日公安部网安局发布通报，近日，一则关于“宁波外卖商家集体退出外卖平台”的信息引发网民高度关注，并在商家和骑手群体中广泛传播。经相关部门核实，去年以来，宁波地区外卖业务均正常经营，不存在商家因合作问题主动退出的情况，更不存在集体退出的情况，上述信息严重误导认知。\n　　经相关部门调查，2025年12月起，网民张某（女，45岁）为制造热点、博取关注，吸引流量以售卖“盈利增长班”“咨询方案班”“连锁MBA班”等相关商业课程牟利，肆意编造并传播“外卖商家集体下架平台”等系列不实信息，引发大量网民关注，扰乱网络空间秩序。目前，公安机关已依法对张某予以行政拘留。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：何俊熹","news_type":1,"symbols_score_info":{"HMTD.SI":0.6,"MPNGY":1.88,"03690":1.88}},"isVote":1,"tweetType":1,"viewCount":18,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":528694583390256,"gmtCreate":1770106386174,"gmtModify":1770106388451,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"title":"","htmlText":"外卖都崩了据说","listText":"外卖都崩了据说","text":"外卖都崩了据说","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/528694583390256","repostId":"2608583508","repostType":2,"repost":{"id":"2608583508","kind":"news","pubTimestamp":1769997852,"share":"https://www.laohu8.com/m/news/2608583508?lang=zh_CN&edition=full","pubTime":"2026-02-02 10:04","market":"hk","language":"zh","title":"小象烘焙开设线下店，美团重燃线下零售野心","url":"https://stock-news.laohu8.com/highlight/detail?id=2608583508","media":"钛媒体","summary":"美团对线下零售的执念，早已不是秘密。","content":"<p>超聚焦独家获悉，近日<a href=\"https://laohu8.com/S/MPNGY\">美团</a>小象超市自有品牌“小象烘焙”，在北京后沙峪和望京附近开始试点线下店铺。</p><p>从<a href=\"https://laohu8.com/S/03690\">美团</a>的小象超市布局“手作烘焙”，到去年9月朴朴超市悄然上线自营外卖“朴朴厨房”，再到同一时间<a href=\"https://laohu8.com/S/JD\">京东</a>继“小鲜厨房”后高调推出“七鲜咖啡”，并计划三年开万店，一杯补贴后低至4元的美式咖啡，搅动着本已白热化的咖啡市场。</p><p>从现烤面包、到三餐热食、再到提神咖啡，这些看似“蝇头小利”的生意，正在成为 互联网 巨头们新的角斗场。当线上流量红利见顶，曾经追求规模与速度的巨头们，不约而同地放慢脚步，沉下身子，开始在一枚小小的“螺蛳壳”里，精雕细琢地做起了道场。</p><p>这背后，究竟是流量焦虑下的无奈之举，还是通往更高利润、更强用户粘性的必经之路？</p><p>01 美团重燃线下零售野心</p><p>美团对线下零售的执念，早已不是秘密。从折戟的“小象生鲜”到如今卷土重来的“小象超市”线下店，美团始终在寻找打通线上与线下的最优解。</p><p>位于北京万柳的“小象超市”首店，面积近6000平米，远超传统前置仓的规模，与其说是一家超市，不如说是一个融合了“生鲜卖场+ 餐饮 体验+前置仓”的复合业态。</p><p>根据公开信息，小象超市已形成了包括“小象”、“象大厨”（覆盖 熟食 卤味、 乳品 烘焙等）、“象小家”和“小象烘焙”在内的四大自有品牌<a href=\"https://laohu8.com/S/301365\">矩阵</a>。</p><p>其核心战略清晰可见：以“吃”为绝对中心，生鲜、加工（烘焙、熟食、面点等）和 食品 三大品类的陈列面积占比高达98%。其中，烘焙区的设置尤为耐人寻味。</p><p>它并非传统超市里简单的成品陈列区，而是被设计成一个配备了约13名工作人员的开放式厨房。从和面开始的全流程现场制作、透明橱窗展示，无一不在向 消费者 传递“手作”、“新鲜”、“高品质”的信号。一款售价仅49元的“750g草莓盒子蛋糕”因其超高性价比，迅速成为网红产品引爆社交媒体。</p><p>在万柳首店中，烘焙区被设计成开放式厨房，极力强调“手工现制”与“高质价比体验”，售卖包括“招牌黄油牛乳吐司、法国AOP黄油可颂”在内的多款当日手作产品。</p><p>美团此举的战略意图至少有三层。</p><p>一是重塑品牌认知，通过看得见、摸得着的线下实体和手工制作过程，将“小象超市”从一个单纯追求“30分钟快送”的线上渠道品牌，升级为一个代表着“新鲜品质、有机健康、手工现做”的生活方式品牌。</p><p>二是寻求更高毛利，相较于标准化的包装食品，现场制作的烘焙、熟食等3R产品（即烹、即热、即食）拥有更高的毛利率。这是在即时零售利润微薄的现状下，提升单店盈利能力的关键一步。</p><p>三是打造线下流量入口，一个高品质、高性价比的烘焙区，能有效吸引周边社区居民到店消费，形成稳定的线下客流，进而带动店内其他高价值商品的销售，实现 <a href=\"https://laohu8.com/S/300959\">线上线下</a> 流量的闭环。</p><p>小象烘焙的线下尝试，本质上是美团本地生活服务生态的一次实体化延伸。它不再满足于只做连接商家与用户的平台，而是要亲自下场，成为商品和服务的生产者。</p><p>02 朴朴京东下厨房，用高频餐饮“黏住”用户</p><p>如果说美团开超市是“重做”，那么朴朴和京东做餐饮和咖啡，则更像是“轻取”。它们的目标并非再造一个“ <a href=\"https://laohu8.com/S/06862\">海底捞</a> ”或“瑞幸”，而是通过更高频的消费场景，为自身的核心业务“输血”。</p><p>朴朴超市在福州，乃至整个华南市场，已经建立起了极高的用户渗透率和品牌护城河。数据显示，朴朴在福州的用户渗透率超过70%，单城年销售额破百亿，已于2024年实现年度盈利。在这样的优势地位下，推出“朴朴厨房”更像是一次“防御性进攻”。</p><p>其核心逻辑在于“用餐饮的高频，带动零售的低频”。一个用户可能一周买2-3次菜，但却可能一周订5-7次外卖。朴朴厨房通过提供极具性价比的快餐（价格多在10-20元区间），瞄准的是办公室白领的工作餐这一刚需市场。</p><p>目前，该业务仍处在福州总部周边小范围测试的阶段，但其战略意图十分明确。</p><p>一方面提升用户活跃度和粘性，将用户牢牢锁定在朴朴的App内，避免其流向美团、饿了么等专业外卖平台。</p><p>另一方面在大本营市场进行多业态尝试，可以巩固区域优势，为未来可能的全国扩张积累经验。餐饮外卖与超市订单合并配送，复用其强大的前置仓网络和配送团队，有效摊薄履约成本。</p><p>朴朴厨房的模式很“轻”，它依托于现有的供应链和履约体系，风险可控，演练的是巩固根据地、提升用户全生命 周期 价值的大战略。</p><p>京东对本地生活领域的野心早已不是秘密。从“京东到家”到“七鲜超市”，再到2025年7月上线的“七鲜小厨”，京东一直在寻找一个能切入高频消费场景的“尖刀”产品。而咖啡，正是这把完美的“尖刀”。</p><p>“七鲜咖啡”的打法更具互联网色彩，采用“店中店”的轻资产模式，内嵌于“七鲜小厨”之中，共享场地、客流和后厨资源，极大降低了开店成本和选址风险。</p><p>以低价策略入局，直接对标瑞幸，试图通过补贴快速抢占市场份额，咖啡作为引流利器，旨在为七鲜小厨乃至整个京东的本地生活服务导流，构建“咖啡+餐饮+零售”的生态闭环。</p><p>京东的目标非常清晰，通过咖啡这一高频、高粘性的品类，抢占用户心智，将用户“圈”进自己的本地生活生态中。</p><p>虽然面临着品牌辨识度不足、盈利压力巨大以及行业内卷严重等挑战，但京东显然愿意为此投入重金，因为这关系到它在即时零售下半场战争中的站位问题。</p><p>03 螺蛳壳里做道场，巨头们的阳谋与焦虑</p><p>无论是小象超市的烘焙坊，还是朴朴的厨房、京东的咖啡，这些看似“不务正业”的举动，共同指向了即时 零售行业 发展的深层逻辑和巨头们共同的焦虑。</p><p>互联网的增长神话已经结束，线上获客成本水涨船高。线下实体空间作为天然的流量入口，其价值被重新评估。巨头们需要通过看得见、摸得着的实体业态，去触达和服务那些尚未被完全线上化的用户，或者加深与现有用户的连接。</p><p>特别是对于以生鲜为主的前置仓模式，微薄的利润难以覆盖高昂的成本。因此，通过“仓店一体”提升坪效，或嫁接咖啡、餐饮等高毛利、高复购率的品类，成为提升整体盈利能力的必然选择。这不仅是商业模式的优化，更是关乎企业存亡的探索。</p><p>即时零售的战场，早已从单一的生鲜品类，扩展到“万物到家”的全品类竞争。根据商务部研究院等机构的预测，中国即时零售市场规模在2025至2026年将突破万亿大关。</p><p>在这个巨大的市场中，谁能满足用户更多元、更高频的需求，谁就能拥有最终的定价权。巨头们做的这一切，都是为了将用户的所有即时性需求，从一日三餐到下午茶，再到日常购物全部“承包”下来，锁死在自己的生态系统之内。</p><p>当卖菜的开始做饭，送外卖的开始烤面包，做电商的开始磨咖啡。这背后，是流量焦虑下的殊途同归，也是商业效率提升的必然路径。</p><p>对于消费者而言，这或许意味着更便捷、更多元的服务。但对于身处其中的巨头们来说，这场在“螺蛳壳”里展开关于供应链深度、运营精度和用户心智广度的贴身肉搏，已经从云端打到了街角。</p>","source":"tencent","collect":0,"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>小象烘焙开设线下店，美团重燃线下零售野心</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; 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.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小象烘焙开设线下店，美团重燃线下零售野心\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-02-02 10:04 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202101648a4713d35&s=b><strong>钛媒体</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>超聚焦独家获悉，近日美团小象超市自有品牌“小象烘焙”，在北京后沙峪和望京附近开始试点线下店铺。从美团的小象超市布局“手作烘焙”，到去年9月朴朴超市悄然上线自营外卖“朴朴厨房”，再到同一时间京东继“小鲜厨房”后高调推出“七鲜咖啡”，并计划三年开万店，一杯补贴后低至4元的美式咖啡，搅动着本已白热化的咖啡市场。从现烤面包、到三餐热食、再到提神咖啡，这些看似“蝇头小利”的生意，正在成为 互联网 巨头们新的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202101648a4713d35&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"03690":"美团-W","MPNGY":"美团ADR"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202101648a4713d35&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2608583508","content_text":"超聚焦独家获悉，近日美团小象超市自有品牌“小象烘焙”，在北京后沙峪和望京附近开始试点线下店铺。从美团的小象超市布局“手作烘焙”，到去年9月朴朴超市悄然上线自营外卖“朴朴厨房”，再到同一时间京东继“小鲜厨房”后高调推出“七鲜咖啡”，并计划三年开万店，一杯补贴后低至4元的美式咖啡，搅动着本已白热化的咖啡市场。从现烤面包、到三餐热食、再到提神咖啡，这些看似“蝇头小利”的生意，正在成为 互联网 巨头们新的角斗场。当线上流量红利见顶，曾经追求规模与速度的巨头们，不约而同地放慢脚步，沉下身子，开始在一枚小小的“螺蛳壳”里，精雕细琢地做起了道场。这背后，究竟是流量焦虑下的无奈之举，还是通往更高利润、更强用户粘性的必经之路？01 美团重燃线下零售野心美团对线下零售的执念，早已不是秘密。从折戟的“小象生鲜”到如今卷土重来的“小象超市”线下店，美团始终在寻找打通线上与线下的最优解。位于北京万柳的“小象超市”首店，面积近6000平米，远超传统前置仓的规模，与其说是一家超市，不如说是一个融合了“生鲜卖场+ 餐饮 体验+前置仓”的复合业态。根据公开信息，小象超市已形成了包括“小象”、“象大厨”（覆盖 熟食 卤味、 乳品 烘焙等）、“象小家”和“小象烘焙”在内的四大自有品牌矩阵。其核心战略清晰可见：以“吃”为绝对中心，生鲜、加工（烘焙、熟食、面点等）和 食品 三大品类的陈列面积占比高达98%。其中，烘焙区的设置尤为耐人寻味。它并非传统超市里简单的成品陈列区，而是被设计成一个配备了约13名工作人员的开放式厨房。从和面开始的全流程现场制作、透明橱窗展示，无一不在向 消费者 传递“手作”、“新鲜”、“高品质”的信号。一款售价仅49元的“750g草莓盒子蛋糕”因其超高性价比，迅速成为网红产品引爆社交媒体。在万柳首店中，烘焙区被设计成开放式厨房，极力强调“手工现制”与“高质价比体验”，售卖包括“招牌黄油牛乳吐司、法国AOP黄油可颂”在内的多款当日手作产品。美团此举的战略意图至少有三层。一是重塑品牌认知，通过看得见、摸得着的线下实体和手工制作过程，将“小象超市”从一个单纯追求“30分钟快送”的线上渠道品牌，升级为一个代表着“新鲜品质、有机健康、手工现做”的生活方式品牌。二是寻求更高毛利，相较于标准化的包装食品，现场制作的烘焙、熟食等3R产品（即烹、即热、即食）拥有更高的毛利率。这是在即时零售利润微薄的现状下，提升单店盈利能力的关键一步。三是打造线下流量入口，一个高品质、高性价比的烘焙区，能有效吸引周边社区居民到店消费，形成稳定的线下客流，进而带动店内其他高价值商品的销售，实现 线上线下 流量的闭环。小象烘焙的线下尝试，本质上是美团本地生活服务生态的一次实体化延伸。它不再满足于只做连接商家与用户的平台，而是要亲自下场，成为商品和服务的生产者。02 朴朴京东下厨房，用高频餐饮“黏住”用户如果说美团开超市是“重做”，那么朴朴和京东做餐饮和咖啡，则更像是“轻取”。它们的目标并非再造一个“ 海底捞 ”或“瑞幸”，而是通过更高频的消费场景，为自身的核心业务“输血”。朴朴超市在福州，乃至整个华南市场，已经建立起了极高的用户渗透率和品牌护城河。数据显示，朴朴在福州的用户渗透率超过70%，单城年销售额破百亿，已于2024年实现年度盈利。在这样的优势地位下，推出“朴朴厨房”更像是一次“防御性进攻”。其核心逻辑在于“用餐饮的高频，带动零售的低频”。一个用户可能一周买2-3次菜，但却可能一周订5-7次外卖。朴朴厨房通过提供极具性价比的快餐（价格多在10-20元区间），瞄准的是办公室白领的工作餐这一刚需市场。目前，该业务仍处在福州总部周边小范围测试的阶段，但其战略意图十分明确。一方面提升用户活跃度和粘性，将用户牢牢锁定在朴朴的App内，避免其流向美团、饿了么等专业外卖平台。另一方面在大本营市场进行多业态尝试，可以巩固区域优势，为未来可能的全国扩张积累经验。餐饮外卖与超市订单合并配送，复用其强大的前置仓网络和配送团队，有效摊薄履约成本。朴朴厨房的模式很“轻”，它依托于现有的供应链和履约体系，风险可控，演练的是巩固根据地、提升用户全生命 周期 价值的大战略。京东对本地生活领域的野心早已不是秘密。从“京东到家”到“七鲜超市”，再到2025年7月上线的“七鲜小厨”，京东一直在寻找一个能切入高频消费场景的“尖刀”产品。而咖啡，正是这把完美的“尖刀”。“七鲜咖啡”的打法更具互联网色彩，采用“店中店”的轻资产模式，内嵌于“七鲜小厨”之中，共享场地、客流和后厨资源，极大降低了开店成本和选址风险。以低价策略入局，直接对标瑞幸，试图通过补贴快速抢占市场份额，咖啡作为引流利器，旨在为七鲜小厨乃至整个京东的本地生活服务导流，构建“咖啡+餐饮+零售”的生态闭环。京东的目标非常清晰，通过咖啡这一高频、高粘性的品类，抢占用户心智，将用户“圈”进自己的本地生活生态中。虽然面临着品牌辨识度不足、盈利压力巨大以及行业内卷严重等挑战，但京东显然愿意为此投入重金，因为这关系到它在即时零售下半场战争中的站位问题。03 螺蛳壳里做道场，巨头们的阳谋与焦虑无论是小象超市的烘焙坊，还是朴朴的厨房、京东的咖啡，这些看似“不务正业”的举动，共同指向了即时 零售行业 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14:11","market":"sh","language":"zh","title":"美团旅行：“反向过年”机票预订同比增长84%","url":"https://stock-news.laohu8.com/highlight/detail?id=2606208801","media":"新京报","summary":"新京报贝壳财经讯 马年春节临近，美团旅行1月27日发布数据显示，2026年春运期间，“反向过年”的车票预订量增长明显。2月初至2月中下旬，“反向过年”的机票预订量同比增长84%。春节假期的火车票虽未开售，预约单量也增长过半。从机票的预订情况看，“反向过年”Top10热门目的地为北京、上海、成都、重庆、广州、深圳、昆明、西安、杭州、天津。","content":"<div>\n<p>新京报贝壳财经讯（记者陈维城）马年春节临近，美团旅行1月27日发布数据显示，2026年春运期间，“反向过年”的车票预订量增长明显。2月初至2月中下旬，“反向过年”的机票预订量同比增长84%。春节假期的火车票虽未开售，预约单量也增长过半。从机票的预订情况看，“反向过年”Top10热门目的地为北京、上海、成都、重庆、广州、深圳、昆明、西安、杭州、天津。\n“反向过年”出行流向一、二线城市或小众目的地，因...</p>\n\n<a href=\"https://www.bjnews.com.cn/detail/1769487862129251.html\">网页链接</a>\n\n</div>\n","source":"highlight_bjnews","collect":0,"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\" 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href=https://www.bjnews.com.cn/detail/1769487862129251.html><strong>新京报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>新京报贝壳财经讯（记者陈维城）马年春节临近，美团旅行1月27日发布数据显示，2026年春运期间，“反向过年”的车票预订量增长明显。2月初至2月中下旬，“反向过年”的机票预订量同比增长84%。春节假期的火车票虽未开售，预约单量也增长过半。从机票的预订情况看，“反向过年”Top10热门目的地为北京、上海、成都、重庆、广州、深圳、昆明、西安、杭州、天津。\n“反向过年”出行流向一、二线城市或小众目的地，因...</p>\n\n<a href=\"https://www.bjnews.com.cn/detail/1769487862129251.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://media.bjnews.com.cn/cover/2026/01/27/5680201021230490092.jpg?x-oss-process=image/resize,m_lfit,w_365/quality,q_80","relate_stocks":{"IE00B0JY6N72.USD":"PINEBRIDGE GLOBAL EMERGING MARKETS FOCUS EQUITY \"A\" (USD) ACC","LU0823041008.USD":"AMUNDI FUNDS EMERGING WORLD EQUITY \"A2\" (USD) ACC","LU2087589342.USD":"BGF ASIAN MULTI-ASSET INCOME \"A6\" (USD) INC","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) 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ACC"},"source_url":"https://www.bjnews.com.cn/detail/1769487862129251.html","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2606208801","content_text":"新京报贝壳财经讯（记者陈维城）马年春节临近，美团旅行1月27日发布数据显示，2026年春运期间，“反向过年”的车票预订量增长明显。2月初至2月中下旬，“反向过年”的机票预订量同比增长84%。春节假期的火车票虽未开售，预约单量也增长过半。从机票的预订情况看，“反向过年”Top10热门目的地为北京、上海、成都、重庆、广州、深圳、昆明、西安、杭州、天津。\n“反向过年”出行流向一、二线城市或小众目的地，因票源充足，票价普遍比返乡方向低30%至50%，且错峰出行能避开拥堵。美团旅行数据显示，春节期间，目的地为揭阳的机票预订量同比增长166%，主要客源来自南京、上海、成都、杭州、宁波等地；受“英歌舞”等非遗项目带动，揭阳文旅热度同比飙升517%。避寒游和冰雪游在春节依旧火热，据美团旅行数据，春节期间，哈尔滨的交通预订增长162%，上海、北京、杭州、成都、深圳、广州、南京、济南等地游客选择在哈尔滨过大年。也有不少昆明、三亚等地暖冬游，美团旅行数据显示，机票预订量均同比增长至少5倍。根据国铁集团通知，2026年春运从2月2日开始至3月13日结束 ，为期40天 。美团旅行数据显示，春节返乡高峰集中在2月14日前后，2月22日为回程高峰。其中，选择飞机出行的旅客普遍比乘坐火车的旅客“晚一天”启程。在目的地上，火车出行的Top10目的地为青岛、重庆、鞍山、龙岩、黔东南苗族侗族自治州、齐齐哈尔、龙口、北京、黔西南布依族苗族自治州、龙游等地。飞机出行的Top10目的地为北京、上海、重庆、成都、深圳、广州、昆明、杭州、海口、西安。编辑 杨娟娟校对 刘军","news_type":1,"symbols_score_info":{"HMTD.SI":0.6,"METmain":0.6,"03690":1.91,"MPNGY":1.91}},"isVote":1,"tweetType":1,"viewCount":242,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":525827905049264,"gmtCreate":1769402552445,"gmtModify":1769402554728,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"title":"","htmlText":"不是不和老百姓抢生意吗？","listText":"不是不和老百姓抢生意吗？","text":"不是不和老百姓抢生意吗？","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/525827905049264","repostId":"2606293624","repostType":2,"repost":{"id":"2606293624","kind":"news","pubTimestamp":1769399681,"share":"https://www.laohu8.com/m/news/2606293624?lang=zh_CN&edition=full","pubTime":"2026-01-26 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有钱人不好骗了 穷鬼开不起你股票","text":"长期看空 有钱人不好骗了 穷鬼开不起你股票","html":"长期看空 有钱人不好骗了 穷鬼开不起你股票"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":524354409723136,"gmtCreate":1769042885797,"gmtModify":1769042888471,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"title":"","htmlText":"ppt做的好看","listText":"ppt做的好看","text":"ppt做的好看","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/524354409723136","repostId":"2605710291","repostType":2,"repost":{"id":"2605710291","kind":"news","pubTimestamp":1768999797,"share":"https://www.laohu8.com/m/news/2605710291?lang=zh_CN&edition=full","pubTime":"2026-01-21 20:49","market":"hk","language":"zh","title":"美团的“碰一碰”来了","url":"https://stock-news.laohu8.com/highlight/detail?id=2605710291","media":"陆玖商业评论","summary":"支付宝分众“碰一碰”就是很好的例子。用“碰一碰”，只需要2步。来自分众传媒公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。奥利奥的“碰一下”优惠券，核销率达23%。03 美团版“碰一碰”背后，品牌的想象空间到底有多大？","content":"<html><body><article><p><strong>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。遍布线下各个本地生活业态的<a href=\"https://laohu8.com/S/MPNGY\">美团</a>充电宝某种意义是<a href=\"https://laohu8.com/S/03690\">美团</a>“零售+科技”战略向媒体的延伸。</strong></p><img src=\"https://inews.gtimg.com/news_bt/OzIUzOR_VbtDsHNJ4i98cjkrdgKCSBdNKG1iLJPaJ38pgAA/0\"/><p>零售广告，特别是基于广告平台的零售广告正在成为新的广告趋势——根据BCG波士顿咨询的研究，<strong>未来五年，零售媒体网络（Retail Media Network, RMN）的广告支出将以每年25%的速度增长。</strong>整个2025年，预计RMN将占到全球零售广告支出的三分之二。</p><p>支付宝分众“碰一碰”就是很好的例子。过去，从打开手机到完成支付，至少需要4-5步。用“碰一碰”，只需要2步。来自<a href=\"https://laohu8.com/S/002027\">分众传媒</a>公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。通过这一功能，韩束日均发放6万张优惠券，每日领用样品的用户达四五千人次；在淘宝闪购场景中，“碰一下”直接跳转核销的概率达90%，进店转化率15%-20%，客单价更是达到淘宝平台平均水平的1.5-2倍。奥利奥的“碰一下”优惠券，核销率达23%。这种互动广告不仅提升了即时转化，更实现了高效拉新，为品牌积累了优质用户<span>资产</span>。</p><img src=\"https://inews.gtimg.com/news_bt/OxyKOW7H0EaAvJfasyna6vxNLlSdYf7WhYIbQCQlUvro4AA/0\"/><p>图片来源：分众传媒</p><p>这股风潮下，我们看到更多品牌开始重视真实购物场景下营销的解决方案。而美团充电宝业务近期推出的智惠屏，正是在真实购物场景中，在消费者决策的关键时刻，帮品牌影响消费者的最终购买行为——可以即时展示品牌及服务的促销信息、新品广告或替代选择，直接推动临门一脚转化。这是线上广告无法比拟的线下触达效率。当用户在便利店和餐厅看到酒饮广告，只需用手机轻碰充电宝屏幕，即可直接领取优惠券并跳转购买页。整个过程无需搜索，3秒内完成从注意到下单。</p><p>上周，有单和美团联合举办“有单找伙伴大会-创新媒介”专场，共同探讨诸如充电宝这种新媒介、新技术、新场景、新内容对行业的价值。</p><img src=\"https://inews.gtimg.com/news_bt/OvClvt4ngGWRG6B9P5fJyzmXrCj915ZFdFu8C7QTMo3JkAA/0\"/><p>01 品牌营销困局的本质</p><p>今年行业的竞争格局依然不断变化。但与之前不同的是，品牌对营销、广告变化的理解更加透彻。</p><p>在线上，互联网进入深度碎片化时代，品牌追逐的是多向、多场景的沟通。很多品牌开始批量化做内容。同时，品牌不得不摸索不同平台和圈层的用户喜好。但信息冗余、同质化加剧，以及太过碎片化带来的去中心化，让品牌与用户的沟通，消费者对品牌、产品的理解都出现偏差。结果是，线上广告越来越贵，效果参差不齐。</p><p>这时，品牌开始把目光转向线下。但也面临卷创意，卷体验，线下idea效果难以衡量和如何通过数据与技术更深层次激活互动与个性化体验的难题。</p><p>这时基于广告平台的零售广告带来了转机。</p><p>02 “零售广告”的<a href=\"https://laohu8.com/S/600381\">春天</a></p><p>过去三年，甚至五年，行业对技术本身显得过于追捧，而数据才是一切的来源。依托平台，品牌可以通过线上与线下的数据分析，快速根据消费者购买习惯提供量身打造的广告内容，提升曝光效率与转化率。作为营销人员，我们需要的是第一手的数据和可靠的分析能力，技术只是手段。随着品牌有能力通过数据了解不同消费者，而不是不断“洗”同一批用户，才能汲取灵感，真正精准的广告才能诞生。</p><p>作为品牌，基于线下终端的零售广告一定是机会，也是红海。但最佳策略并非完全抛弃线上，回到传统零售广告模式，而是将线下终端当做整合营销中的一环，与数字化相结合，发挥线下优势，构建更快触达消费者、交易的营销网络。</p><p><strong>这背后，一直将战略锚定在“零售+科技”的美团其实早已完成布局——集合500多万线下触点的美团充电宝，正在一步步实现“零售+科技+媒体”落地。</strong></p><p>03 美团版“碰一碰”背后，品牌的想象空间到底有多大？</p><p>要讲美团充电宝，不能不讲美团自身——截止2025年第三季度，整个美团平台DAU同比增长20%，订单量峰值1.5亿，营收超过954亿，超过200条业务线覆盖用户生活的方方面面，这中间充电宝凭借自身产品特点可以渗透进最多业务场景中——根据最新数据，美团充电宝累计用户超5亿，核心覆盖一线和新一线的高学历的年轻用户群体。最重要的是，美团充电宝在全国有超过500多万个商家点位，覆盖商家类型超过50类，可匹配不同客户的消费场景。面对超过40万亿的零售大盘子，乍看起来小小的充电宝产品在整个美团的战略和规划中恰恰充当的是串联零售的方方面面，尤其是线下实体中不同场景的重任。</p><img src=\"https://inews.gtimg.com/news_bt/OBZfmLi632mXKjgrN_WpHj07WrUMOi6jBK1U1R9bx5aI4AA/0\"/><p>美团充电宝可联动美团全域生态，形成组合化生态营销合力</p><p><strong>“美团碰一碰”，来了</strong></p><p>区别于支付宝和分众的跨平台合作，<strong>美团充电宝智惠屏更像是“原生版”：背靠整个美团平台自身数据，构建更多场景下的“数字化+消费”全新体验，重塑线下场景的商业价值。</strong>随着美团充电宝智惠屏持续铺开，更多品牌将借势这一智惠“新入口”，在贴近商家、消费者的场景中释放商业潜能，特别是在互动层面。</p><img src=\"https://inews.gtimg.com/news_bt/OJvYOahIVdZjYGeXPi4AThLXD4rcAlTV_N3TjoRfdBvK8AA/0\"/><p>美团充电宝智惠屏能力全面升级</p><p><strong>“最科技的户外广告”</strong></p><p>严格意义上，美团充电宝智惠屏及互动营销并不是机场、火车站这类传统户外广告，但因为立足线下零售终端这一影响消费者最终消费决策临门一脚的位置，又背靠美团和大众点评吃喝玩乐游购医的消费大数据，可以算是“最科技的户外广告”。</p><p>这可以重点解决传统户外广告在精准度、可衡量性、成本效率和触达效率上的短板，极大程度促进<a href=\"https://laohu8.com/S/300959\">线上线下</a>融合。比如，品牌可以借助美团充电宝将特价信息传递给来到场景附近充电的消费者，实现户外渠道下的精准投放。之前，户外广告只是入口，却不是品牌营销真正的场景。<strong>现在基于大数据，结合技术创新和真实场景下的需求挖掘，品牌可以实现户外广告的高效投放。</strong></p><img src=\"https://inews.gtimg.com/news_bt/OYGoPZVe7I9ow8WfHw9NDy3FHQS2tZ80BJQRy2JG4AkUYAA/0\"/><p>美团充电宝对于核心客群的触达能力</p><p><strong>场景化亮点营销</strong></p><p>无论是最新的充电宝智惠屏，还是充电宝灯箱、机柜，其实都是复杂传播环境下更具体的价值场景，品牌可以通过有效的产品叙事和更高效的品牌叙事，用不同内容去影响不同人群的决策。当下时代，中心化场景和大场景下的宏大叙事已经很难实现和打动消费者，反而是<strong>基于特定场景、小场景下的和用户真实的沟通，更容易打造亮点式的场景营销，引发差异化的共鸣。</strong></p><img src=\"https://inews.gtimg.com/news_bt/GPpXnp4_T5eObLqEL0d0Ute-7zhDtCguSzTxaE2uL0FoEAA/0\"/><p>这显然更考验品牌的内容营销能力。过去很多年，其实品牌对用户场景数据的理解和使用是相对浅显的，这也造成产出的内容相对同质化。而当品牌来到线下，来到终端，去和美团充电宝这样的媒介共创内容时，需要比拼颗粒度更高的内容：谁的大屏封面更让人想点击，谁的线下投放更智慧，谁的投放更精细化。这背后是，产品竞争策略和品牌核心价值的竞争。</p><p>04 写在最后</p><p>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。<strong>美团充电宝，无疑提供了一个新媒介、新触点、新机会。</strong></p><p>充电宝智惠屏对品牌广告主来说，提升了线下广告的转化率，对于广告代理商则有了可量化的效果证明，对于终端场景门店增加了客流和下单率还替代了大量促销海报，降低了印刷成本和人工更换成本，更加环保高效。品牌和代理公司改变传统媒介，特别是零售广告的操作模式，和平台一起，背靠数据和技术，真正做到更了解消费者，和消费者在一起，打造更好的场景化内容和消费路径。这是所有品牌和代理公司在当下这个复杂商业时代，需要持续进步的地方。</p></article></body></html>","source":"tencent","collect":0,"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>美团的“碰一碰”来了</title>\n<style 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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美团的“碰一碰”来了\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-01-21 20:49 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121205304a445c039&s=b><strong>陆玖商业评论</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在这个迫切需要临门一脚打动消费者的年代，谁能离终端更近，离消费者更近，谁能把握好零售广告的机会，决定着未来营销的走向。遍布线下各个本地生活业态的美团充电宝某种意义是美团“零售+科技”战略向媒体的延伸。零售广告，特别是基于广告平台的零售广告正在成为新的广告趋势——根据BCG波士顿咨询的研究，未来五年，零售媒体网络（Retail Media Network, RMN）的广告支出将以每年25%的速度增长...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121205304a445c039&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0588545730.USD":"EASTSPRING INVESTMENTS ASIAN EQUITY INCOME \"ADM\" (USD) INC","LU0979878070.USD":"FULLERTON LUX FUNDS - ASIA ABSOLUTE ALPHA \"A\" (USD) ACC","LU0456846285.SGD":"JPMorgan Funds - Greater China A (acc) SGD","LU0359202008.SGD":"Blackrock China Fund A2 SGD-H","LU1880383440.USD":"AMUNDI FUNDS CHINA EQUITY \"A2\" (USD) INC","SG9999002463.SGD":"LionGlobal China Growth SGD","LU1008478684.HKD":"UBS (LUX) EQUITY FUND -  CHINA OPPORTUNITY \"P\" (HKD) ACC","IE0008368742.USD":"首域中国增长基金I Acc","LU0540923850.HKD":"ALLIANZ HONG KONG EQUITY \"A\" (HKD) INC","LU0196878994.USD":"MANULIFE GF CHINA VALUE \"AA\" (USD) INC","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU1808992512.USD":"AB ALL CHINA EQUITY PORTFOLIO \"A\" (USD) 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RMN）的广告支出将以每年25%的速度增长。整个2025年，预计RMN将占到全球零售广告支出的三分之二。支付宝分众“碰一碰”就是很好的例子。过去，从打开手机到完成支付，至少需要4-5步。用“碰一碰”，只需要2步。来自分众传媒公众号的数据显示，分众电梯屏日均“碰一下”互动量达140万次，核心用户以年轻人为主，且相对偏男性。通过这一功能，韩束日均发放6万张优惠券，每日领用样品的用户达四五千人次；在淘宝闪购场景中，“碰一下”直接跳转核销的概率达90%，进店转化率15%-20%，客单价更是达到淘宝平台平均水平的1.5-2倍。奥利奥的“碰一下”优惠券，核销率达23%。这种互动广告不仅提升了即时转化，更实现了高效拉新，为品牌积累了优质用户资产。图片来源：分众传媒这股风潮下，我们看到更多品牌开始重视真实购物场景下营销的解决方案。而美团充电宝业务近期推出的智惠屏，正是在真实购物场景中，在消费者决策的关键时刻，帮品牌影响消费者的最终购买行为——可以即时展示品牌及服务的促销信息、新品广告或替代选择，直接推动临门一脚转化。这是线上广告无法比拟的线下触达效率。当用户在便利店和餐厅看到酒饮广告，只需用手机轻碰充电宝屏幕，即可直接领取优惠券并跳转购买页。整个过程无需搜索，3秒内完成从注意到下单。上周，有单和美团联合举办“有单找伙伴大会-创新媒介”专场，共同探讨诸如充电宝这种新媒介、新技术、新场景、新内容对行业的价值。01 品牌营销困局的本质今年行业的竞争格局依然不断变化。但与之前不同的是，品牌对营销、广告变化的理解更加透彻。在线上，互联网进入深度碎片化时代，品牌追逐的是多向、多场景的沟通。很多品牌开始批量化做内容。同时，品牌不得不摸索不同平台和圈层的用户喜好。但信息冗余、同质化加剧，以及太过碎片化带来的去中心化，让品牌与用户的沟通，消费者对品牌、产品的理解都出现偏差。结果是，线上广告越来越贵，效果参差不齐。这时，品牌开始把目光转向线下。但也面临卷创意，卷体验，线下idea效果难以衡量和如何通过数据与技术更深层次激活互动与个性化体验的难题。这时基于广告平台的零售广告带来了转机。02 “零售广告”的春天过去三年，甚至五年，行业对技术本身显得过于追捧，而数据才是一切的来源。依托平台，品牌可以通过线上与线下的数据分析，快速根据消费者购买习惯提供量身打造的广告内容，提升曝光效率与转化率。作为营销人员，我们需要的是第一手的数据和可靠的分析能力，技术只是手段。随着品牌有能力通过数据了解不同消费者，而不是不断“洗”同一批用户，才能汲取灵感，真正精准的广告才能诞生。作为品牌，基于线下终端的零售广告一定是机会，也是红海。但最佳策略并非完全抛弃线上，回到传统零售广告模式，而是将线下终端当做整合营销中的一环，与数字化相结合，发挥线下优势，构建更快触达消费者、交易的营销网络。这背后，一直将战略锚定在“零售+科技”的美团其实早已完成布局——集合500多万线下触点的美团充电宝，正在一步步实现“零售+科技+媒体”落地。03 美团版“碰一碰”背后，品牌的想象空间到底有多大？要讲美团充电宝，不能不讲美团自身——截止2025年第三季度，整个美团平台DAU同比增长20%，订单量峰值1.5亿，营收超过954亿，超过200条业务线覆盖用户生活的方方面面，这中间充电宝凭借自身产品特点可以渗透进最多业务场景中——根据最新数据，美团充电宝累计用户超5亿，核心覆盖一线和新一线的高学历的年轻用户群体。最重要的是，美团充电宝在全国有超过500多万个商家点位，覆盖商家类型超过50类，可匹配不同客户的消费场景。面对超过40万亿的零售大盘子，乍看起来小小的充电宝产品在整个美团的战略和规划中恰恰充当的是串联零售的方方面面，尤其是线下实体中不同场景的重任。美团充电宝可联动美团全域生态，形成组合化生态营销合力“美团碰一碰”，来了区别于支付宝和分众的跨平台合作，美团充电宝智惠屏更像是“原生版”：背靠整个美团平台自身数据，构建更多场景下的“数字化+消费”全新体验，重塑线下场景的商业价值。随着美团充电宝智惠屏持续铺开，更多品牌将借势这一智惠“新入口”，在贴近商家、消费者的场景中释放商业潜能，特别是在互动层面。美团充电宝智惠屏能力全面升级“最科技的户外广告”严格意义上，美团充电宝智惠屏及互动营销并不是机场、火车站这类传统户外广告，但因为立足线下零售终端这一影响消费者最终消费决策临门一脚的位置，又背靠美团和大众点评吃喝玩乐游购医的消费大数据，可以算是“最科技的户外广告”。这可以重点解决传统户外广告在精准度、可衡量性、成本效率和触达效率上的短板，极大程度促进线上线下融合。比如，品牌可以借助美团充电宝将特价信息传递给来到场景附近充电的消费者，实现户外渠道下的精准投放。之前，户外广告只是入口，却不是品牌营销真正的场景。现在基于大数据，结合技术创新和真实场景下的需求挖掘，品牌可以实现户外广告的高效投放。美团充电宝对于核心客群的触达能力场景化亮点营销无论是最新的充电宝智惠屏，还是充电宝灯箱、机柜，其实都是复杂传播环境下更具体的价值场景，品牌可以通过有效的产品叙事和更高效的品牌叙事，用不同内容去影响不同人群的决策。当下时代，中心化场景和大场景下的宏大叙事已经很难实现和打动消费者，反而是基于特定场景、小场景下的和用户真实的沟通，更容易打造亮点式的场景营销，引发差异化的共鸣。这显然更考验品牌的内容营销能力。过去很多年，其实品牌对用户场景数据的理解和使用是相对浅显的，这也造成产出的内容相对同质化。而当品牌来到线下，来到终端，去和美团充电宝这样的媒介共创内容时，需要比拼颗粒度更高的内容：谁的大屏封面更让人想点击，谁的线下投放更智慧，谁的投放更精细化。这背后是，产品竞争策略和品牌核心价值的竞争。04 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操作还是太小白了"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":524032897610056,"gmtCreate":1768964401702,"gmtModify":1768964404452,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"title":"","htmlText":"这个基金经理的介绍截图不让发，原因不明。 在所有港股通经理中排倒数4%","listText":"这个基金经理的介绍截图不让发，原因不明。 在所有港股通经理中排倒数4%","text":"这个基金经理的介绍截图不让发，原因不明。 在所有港股通经理中排倒数4%","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/524032897610056","repostId":"2605411611","repostType":2,"repost":{"id":"2605411611","kind":"highlight","weMediaInfo":{"introduction":"证券之星始创于1996年，是国内领先的金融信息及综合服务平台。关注证券之星，即时获取有价值的财经资讯。","home_visible":1,"media_name":"证券之星","id":"1082532455","head_image":"https://community-static.tradeup.com/news/2e305640fc27210243042d09d3a7fa3f"},"pubTimestamp":1768944552,"share":"https://www.laohu8.com/m/news/2605411611?lang=zh_CN&edition=full","pubTime":"2026-01-21 05:29","market":"hk","language":"zh","title":"银华基金李宜璇旗下银华中国科技ETF年报最新持仓，重仓美团-W","url":"https://stock-news.laohu8.com/highlight/detail?id=2605411611","media":"证券之星","summary":"证券之星消息，1月21日银华基金旗下李宜璇管理的银华恒生港股通中国科技交易型开放式指数基金公布年报，近1年净值增长率37.31%。并对美团-W增仓230.12万股，为该基金第一大重仓股；详细数据如下：以上内容为证券之星据公开信息整理，由AI算法生成（网信算备310104345710301240019号），不构成投资建议。","content":"<html><body><p>证券之星消息，1月21日银华基金旗下李宜璇管理的银华恒生港股通中国科技交易型开放式指数基金公布年报，近1年净值增长率37.31%。并对<a href=\"https://laohu8.com/S/03690\">美团-W</a>增仓230.12万股，为该基金第一大重仓股；详细数据如下：</p><p><img src=\"http://static.stockstar.com/cmsrobo/fund_holds_513160_1768944547.jpg\"/></p><p>以上内容为证券之星据公开信息整理，由AI算法生成（网信算备310104345710301240019号），不构成投资建议。</p></body></html>","source":"stockstar","collect":0,"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\" 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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银华基金李宜璇旗下银华中国科技ETF年报最新持仓，重仓美团-W\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1082532455\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://community-static.tradeup.com/news/2e305640fc27210243042d09d3a7fa3f);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">证券之星 </p>\n<p class=\"h-time\">2026-01-21 05:29</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><p>证券之星消息，1月21日银华基金旗下李宜璇管理的银华恒生港股通中国科技交易型开放式指数基金公布年报，近1年净值增长率37.31%。并对<a href=\"https://laohu8.com/S/03690\">美团-W</a>增仓230.12万股，为该基金第一大重仓股；详细数据如下：</p><p><img src=\"http://static.stockstar.com/cmsrobo/fund_holds_513160_1768944547.jpg\"/></p><p>以上内容为证券之星据公开信息整理，由AI算法生成（网信算备310104345710301240019号），不构成投资建议。</p></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"LU0502904849.HKD":"FIDELITY FUNDS  CHINA INNOVATION \"A\" (HKD) ACC","LU1807302812.USD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (USD) ACC","LU1993786604.SGD":"UBS (LUX) EQUITY SICAV ALL CHINA \"P\" (SGD) ACC","SG9999000327.SGD":"Schroder Asian Growth A Dis SGD","LU1734074674.USD":"NINETY ONE GSF ASIA PACIFIC FRANCHISE \"A\"(USD) ACC","LU0029875118.USD":"TEMPLETON ASIAN GROWTH \"A\" INC","HMTD.SI":"Meituan HK SDR 5to1","LU0828237940.HKD":"SCHRODER ISF EMERGING ASIA \"A\" (HKD) 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，老爷们就喜欢打应付，觉得自己见招拆招很牛逼，实则就是一个脑瘫","text":"对不起 ，老爷们就喜欢打应付，觉得自己见招拆招很牛逼，实则就是一个脑瘫","html":"对不起 ，老爷们就喜欢打应付，觉得自己见招拆招很牛逼，实则就是一个脑瘫"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":404827772448960,"gmtCreate":1739859606971,"gmtModify":1739859608185,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$&nbsp;</a> 京东药丸了，电商市场已经崩盘了，被抖音超越。跌到第四了，现在已经不计成本疯狂尝试新赛道。国家补贴了一次这是最后一波了。","listText":"<a href=\"https://laohu8.com/S/09618\">$京东集团-SW(09618)$&nbsp;</a> 京东药丸了，电商市场已经崩盘了，被抖音超越。跌到第四了，现在已经不计成本疯狂尝试新赛道。国家补贴了一次这是最后一波了。","text":"$京东集团-SW(09618)$ 京东药丸了，电商市场已经崩盘了，被抖音超越。跌到第四了，现在已经不计成本疯狂尝试新赛道。国家补贴了一次这是最后一波了。","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":2,"repostSize":1,"link":"https://laohu8.com/post/404827772448960","isVote":1,"tweetType":1,"viewCount":2839,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3436920162604594","authorId":"3436920162604594","name":"灵栖国伟hzygw","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":2,"crmLevelSwitch":0,"idStr":"3436920162604594","authorIdStr":"3436920162604594"},"content":"自营等于多了一道中间商差价，怎么可能做的过阿里多多。而且自营会滋生腐败，效率又低下。多多国际业务是降维打击","text":"自营等于多了一道中间商差价，怎么可能做的过阿里多多。而且自营会滋生腐败，效率又低下。多多国际业务是降维打击","html":"自营等于多了一道中间商差价，怎么可能做的过阿里多多。而且自营会滋生腐败，效率又低下。多多国际业务是降维打击"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":359760928903192,"gmtCreate":1728872740161,"gmtModify":1728872742016,"author":{"id":"3471210355661451","authorId":"3471210355661451","name":"不高兴的小欣","avatar":"https://static.tigerbbs.com/be9f320e27bb9010bdd8748b7ecc7bf7","crmLevel":4,"crmLevelSwitch":0,"followedFlag":false,"idStr":"3471210355661451","authorIdStr":"3471210355661451"},"themes":[],"htmlText":"<a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$&nbsp;</a> 沪港通都快卖没了，貌似降到了几年的低点，散户基本上出了70%","listText":"<a href=\"https://laohu8.com/S/03690\">$美团-W(03690)$&nbsp;</a> 沪港通都快卖没了，貌似降到了几年的低点，散户基本上出了70%","text":"$美团-W(03690)$ 沪港通都快卖没了，貌似降到了几年的低点，散户基本上出了70%","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":4,"repostSize":0,"link":"https://laohu8.com/post/359760928903192","isVote":1,"tweetType":1,"viewCount":6864,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3492552337823753","authorId":"3492552337823753","name":"柳琰彬","avatar":"https://static.tigerbbs.com/481850a29407fb1eddc88c528fb21a80","crmLevel":3,"crmLevelSwitch":1,"idStr":"3492552337823753","authorIdStr":"3492552337823753"},"content":"我觉得是好事，买了看涨期权，希望散户走的干干净净，快快探底","text":"我觉得是好事，买了看涨期权，希望散户走的干干净净，快快探底","html":"我觉得是好事，买了看涨期权，希望散户走的干干净净，快快探底"},{"author":{"id":"3470748631763649","authorId":"3470748631763649","name":"喂会打篮球么","avatar":"https://static.tigerbbs.com/a46d048a7ec49fb13ca6999facb7d1de","crmLevel":3,"crmLevelSwitch":1,"idStr":"3470748631763649","authorIdStr":"3470748631763649"},"content":"21年一路抄底，现在成本120，坐等400","text":"21年一路抄底，现在成本120，坐等400","html":"21年一路抄底，现在成本120，坐等400"}],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}