多品牌“跑马圈地”，“硬折扣”超市如何才能走得长远？_老虎社区_美港股上老虎

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...

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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 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