外卖大战没打过瘾，三巨头又卷起了硬折扣

Core Insights - The opening of Meituan's self-operated supermarket "Happy Monkey" in Hangzhou marks a new competitive arena for major players like Alibaba, JD.com, and Meituan in the hard discount market [1][2][15] - The hard discount model is gaining traction as it offers low prices and quality products, appealing to consumer demand for affordability and convenience [6][12] Company Strategies - Meituan's "Happy Monkey" emphasizes low prices on various products, including 24 bottles of mineral water for 9.9 yuan and 30 antibiotic-free fresh eggs for 11.9 yuan, targeting cost-conscious consumers [2][4] - Alibaba's Hema has rebranded to "Super Box" to compete in the hard discount space, indicating a strategic shift among established players to adapt to market trends [4][13] - JD.com has also entered the hard discount market with new stores in Hebei and Jiangsu, showcasing a collective move by major internet companies to capture this segment [6][15] Market Dynamics - The hard discount model differentiates itself from traditional supermarkets by eliminating unnecessary middlemen, allowing for lower prices and better control over product selection [8][10] - The model focuses on a limited SKU range, typically around 2,000 items, primarily essential goods, which simplifies supply chain management and enhances purchasing power [10][12] - The competition in the hard discount market is intensifying, with all three major players aiming to disrupt traditional retail pricing structures and improve consumer loyalty through private label products [12][16] Future Outlook - The hard discount sector is expected to grow, with companies like Aldi expanding in regions like Jiangsu and Zhejiang, while Alibaba, JD.com, and Meituan prepare for aggressive expansion [15][16] - The integration of instant delivery services with hard discount offerings, as seen with Hema and JD.com, suggests a strategic alignment towards enhancing customer convenience and operational efficiency [13][15]