时隔五年！传美团小象超市重启线下业务

Core Insights - Meituan's Xiaoxiang Supermarket is exploring a new offline store model, initially benchmarking against Hema's community store brand "Hema NB" and potentially moving towards a larger store model similar to "Hema Fresh" [1][4] Group 1: Business Strategy - The company has recently restarted its offline business and is actively recruiting store managers with experience in national retail management and community retail operations [1][2] - The recruitment for project engineers indicates a focus on site selection and construction, with initial store openings planned in major cities like Beijing, Hangzhou, Guangzhou, and Shenzhen [2][4] Group 2: Market Positioning - Xiaoxiang Supermarket's two benchmark models, Hema NB and Hema Fresh, serve different market segments: Hema NB focuses on community needs with smaller, cheaper stores, while Hema Fresh targets family consumption with larger, high-quality offerings [4] - The company previously attempted offline operations with Xiaoxiang Fresh, which faced challenges leading to store closures due to lower-than-expected returns [4]