好特卖扩品“调改”

Core Insights - The article discusses the transformation of Haotemai, which is shifting from a focus on food and snacks to a broader range of products, particularly in the beauty and fashion sectors [1][8][9] - The beauty segment has seen an increase in SKU share from 10% to 14% and revenue share from 11% to 15% between 2020 and 2024, indicating that beauty products are becoming a new growth engine for the company [3][9] - However, the beauty products offered are often not popular items, as they are typically clearance or less sought-after products, leading to consumer dissatisfaction [3][6][13] Product Strategy - Haotemai's current product selection includes many low-demand beauty items, which are often not the best sellers in the market [3][4] - The company is also expanding into other categories such as anime merchandise and clothing, with plans to open a large outlet store in Nanjing selling brands like Adidas and Nike [8][9] - The core strategy remains focused on low prices, targeting price-sensitive consumers while attempting to diversify product offerings [8][9] Market Dynamics - The shift in strategy is driven by the limitations of the previous clearance model, which has faced challenges in sourcing stable inventory and maintaining growth [9][11] - Increased competition in the discount retail space has pressured Haotemai to differentiate itself by expanding its product categories [13][14] - The company is facing challenges in maintaining its brand identity as it diversifies its offerings, which could dilute its core value proposition [16][18] Operational Challenges - The complexity of supply chains for new product categories like beauty and fashion poses significant challenges for Haotemai, which has historically focused on fast-moving consumer goods [14][16] - The expansion into multiple categories increases operational complexity, requiring more specialized management and marketing strategies [16][18] - There are concerns about inventory risks and cash flow pressures associated with introducing new product lines, which could impact the company's financial stability [18]