Di Yi Cai Jing·2025-08-29 10:55Core Viewpoint - Meituan's new self-operated supermarket "Happy Monkey" aims to compete directly with Hema NB, leveraging its own supply chain and discount strategies to attract customers [1][4]. Group 1: Store Launch and Strategy - The first "Happy Monkey" store opened in Hangzhou on August 29, with plans for a Beijing location in the works [3]. - The store focuses on in-store shopping only, without home delivery services, targeting older and family-oriented consumers who may not frequently shop online [3][4]. - Happy Monkey's product offerings include fruits, vegetables, baked goods, grains, oils, and daily necessities, with a significant number of private label products [1]. Group 2: Competitive Landscape - Analysts suggest that Happy Monkey is designed to directly compete with Hema NB, especially given the latter's recent rebranding and expansion to nearly 300 stores by August [4]. - Happy Monkey's competitive edge lies in Meituan's ecosystem, which includes over 500 million users, enabling quick customer acquisition and a 30-minute delivery service through Meituan's rider network [4][5]. Group 3: Market Positioning and Challenges - Hangzhou was chosen for the first store due to its status as an e-commerce hub and the presence of competitors like Hema NB, which allows for direct market validation [4]. - Happy Monkey faces challenges such as Hema NB's established brand recognition and supply chain barriers, as well as Meituan's relatively limited experience in the retail sector [5]. - The company aims to differentiate itself from competitors like Taobao and JD.com in the instant retail space while increasing revenue and user engagement [5].