Guan Cha Zhe Wang·2025-07-04 08:58Core Insights - Meituan's discount supermarket project, named "Happy Monkey," is set to open in August 2023, with initial stores planned in Beijing and Hangzhou, each covering an area of approximately 800-1000 square meters [1] - The "Happy Monkey" trademark was registered by Meituan's subsidiary, Beijing Xiangxian Technology Co., Ltd., along with several other trademarks, indicating a strategic move into the discount retail sector [1] - The "Happy Monkey" WeChat mini-program has been launched, although it currently only displays a basic membership code and is not yet fully operational [2] Company Developments - The "Happy Monkey" project is positioned to compete with Alibaba's Hema NB discount stores, suggesting a direct rivalry in the discount supermarket segment [1] - The trademarks registered by Meituan cover a wide range of categories, including food, beverages, and household goods, indicating a comprehensive approach to market entry [1] - The WeChat mini-program for "Happy Monkey" is categorized under "Department Store/Supermarket/Convenience Store, Food and Beverage," and is associated with Hangzhou Xiangxian Technology Co., Ltd. [2] Market Positioning - The branding of "Happy Monkey" emphasizes affordability and value, as indicated by the mini-program's tagline "Good goods are not expensive, saving money is not tiring" [1] - The project reflects Meituan's ongoing exploration of large store formats, aiming to establish a competitive presence in the grocery retail market [1]