Zhong Guo Jing Ying Bao·2025-08-30 06:06Core Viewpoint - The rebranding of Hema NB to "Chao He Suan NB" signifies its maturity and readiness for independent growth, with a focus on community-based retailing and competitive pricing [2][8]. Group 1: Brand and Store Development - The first batch of upgraded stores will debut in ten cities including Shanghai, Hangzhou, and Nanjing [2]. - As of the end of August, the total number of Chao He Suan NB stores is nearing 300 [2]. - The new branding aims to differentiate itself from Hema Fresh and other competitors, with a focus on practical family needs [3][5]. Group 2: Product Offering and Pricing Strategy - Chao He Suan NB offers a wide range of products including fresh food, ready-to-eat meals, and household items, targeting practical family dining needs [3][4]. - The pricing strategy emphasizes high value, with examples such as 1.5L fresh milk at 14.9 yuan and a 450g blueberry pack at 38.9 yuan, which is cheaper than competitors [4][6]. - The store aims to provide larger quantities at lower prices compared to Hema Fresh, making it more suitable for family consumption [4][6]. Group 3: Supply Chain and Operational Efficiency - Chao He Suan NB follows a "wide category, narrow product" selection strategy, with 1,500 SKUs designed to meet diverse consumer needs while maintaining cost efficiency [6]. - The brand's operational model focuses on minimizing costs through simplified supply chains and standardized processes, achieving a low gross margin of around 15% [7][6]. - The brand's self-owned product sales account for 60% of its offerings, enhancing its bargaining power with suppliers [6][7]. Group 4: Competitive Landscape - The launch of Chao He Suan NB coincides with the opening of Meituan's "Happy Monkey" discount supermarket, intensifying competition in the hard discount sector [2][7]. - JD.com is also entering the discount supermarket space with a different operational model, focusing on larger stores and a broader SKU range [7]. - The competitive landscape is characterized by a focus on supply chain efficiency rather than just brand recognition, with all players vying for market share in community-based retail [6][7].