单日销售110万、客流超10万创新纪录！奥乐齐下沉“杀”疯了！

Core Insights - Aldi's first store in Kunshan has set a new record for single-day sales in China, achieving over 1.1 million yuan in sales and attracting more than 100,000 visitors on its opening day, surpassing previous store performances in Wuxi and Suzhou [2][6][7] - The success of Aldi in Kunshan highlights the potential of county-level markets in the Yangtze River Delta as a "new consumption blue ocean," where quality and price can be precisely balanced to foster retail innovation [1][9] Group 1: Sales Performance - The opening day sales of Aldi's Kunshan store reached 1.1 million yuan, with a customer footfall exceeding 100,000, marking a new record for the brand in the Chinese market [2][6] - This performance reflects Aldi's advantages in product strategy, supply chain efficiency, and localization efforts [2][7] Group 2: Market Strategy - Aldi's expansion into Kunshan, a county-level city with a strong economy and high disposable income, demonstrates a strategic focus on high-potential county markets [6][9] - The company’s approach to the Yangtze River Delta emphasizes a "community discount supermarket" model, which is more aligned with everyday consumer needs compared to competitors that rely on membership or premium strategies [9][17] Group 3: Pricing Strategy - Aldi's "9.9 yuan" pricing strategy is not merely a price-cutting tactic but is supported by its private label products, which account for over 90% of its offerings, and a vertically integrated supply chain [10][12] - The strategy includes a wide range of products priced at or below 9.9 yuan, appealing to price-sensitive consumers and enhancing the brand's value proposition [12][13] Group 4: Supply Chain and Localization - Aldi's competitive pricing is rooted in its highly efficient supply chain, which maintains a limited SKU count and emphasizes fresh product traceability [14][22] - The company has adapted its offerings to local tastes and preferences, integrating local supply chains to provide fresh products and unique innovations tailored to the Kunshan market [14][22] Group 5: Competitive Positioning - Aldi has shifted its positioning from a "premium supermarket" to a "value community supermarket," appealing to a broader audience, particularly young professionals and families [16][17] - The brand's marketing strategies, including collaborations and engaging campaigns, have successfully attracted consumer attention and encouraged store visits [18][19] Group 6: Industry Implications - Aldi's success in Kunshan presents a new paradigm for the retail industry, suggesting that foreign brands can carve out differentiated paths in lower-tier markets through supply chain restructuring, private label innovation, and precise site selection [22][23] - As competitors like Sam's Club and Hema accelerate their county-level expansions, Aldi's strategy may shift the industry focus from price wars to value-driven competition, leading to a new consumer landscape [23]