Di Yi Cai Jing·2025-08-29 11:29Core Insights - Meituan's self-operated supermarket "Happy Monkey" opened its first store in Hangzhou, featuring a proprietary supply chain and a wide range of products including fresh produce, baked goods, and daily necessities, with many private label items [1][3] - The launch aims to extend the supply chain of Meituan's existing front warehouses like "Little Elephant Supermarket" to physical stores, catering to both home delivery and in-store shopping experiences, particularly targeting older demographics and families [3][4] Group 1 - The first store's location in Hangzhou is strategic due to the city's status as an e-commerce hub and its existing competition from rivals like Hema NB, which allows for direct benchmarking of business models [3][4] - Happy Monkey's competitive edge lies in Meituan's ecosystem, leveraging over 500 million users for rapid traffic generation and a delivery network that promises "30-minute delivery" [4] - The supermarket's digital capabilities, such as big data for product selection and inventory management, are expected to enhance operational efficiency [4] Group 2 - Happy Monkey faces challenges from established competitors like Hema NB, which has already built brand recognition and supply chain barriers in the Yangtze River Delta region [4] - Meituan's experience in retail is relatively limited, necessitating a balance between short-term losses and long-term profitability [4] - The company is exploring instant retail through Happy Monkey while also expanding its restaurant partnerships, having opened over 5,500 brand satellite stores in collaboration with more than 800 leading restaurant brands by July [4]