硬折扣赛道“跑马圈地”，奥乐齐中国高层更迭押宝本土化

Core Insights - The article highlights the contrasting growth of Aldi and Sam's Club amidst the pressure faced by traditional supermarkets in China, with Aldi's unique hard discount model gaining traction in the market [2] - Aldi China has recently undergone a leadership change, appointing Chen Jia as the new CEO, which is seen as a strategic move to enhance its market presence in the increasingly competitive hard discount retail sector [3] Company Strategy - Chen Jia's appointment as CEO is a significant step towards localization for Aldi China, aiming to strengthen its business strategy in the Chinese market [3] - Aldi China plans to deepen its market penetration by adhering to its core philosophy of "good quality at low prices," while also refining its product selection and operational strategies [4] Market Competition - The hard discount supermarket sector in China is rapidly evolving, with strong competitors emerging, including traditional supermarkets like Wumart and internet giants such as JD.com and Meituan [5] - Aldi faces direct competition from Hema's "Super Box" concept, which has a larger number of stores concentrated in similar regions, particularly in Shanghai [5][6] Future Expansion Plans - Aldi China intends to expand its store network, particularly in Shanghai and the surrounding Yangtze River Delta region, with plans to enter Nanjing in early next year [7]