Bei Jing Shang Bao·2025-10-13 10:52Core Insights - Meituan's self-operated supermarket "Happy Monkey" will open its first northern store in Beijing on October 24, covering approximately 1,000 square meters, marking the fifth store opened by Meituan in two months [1][2] - The discount supermarket sector has become highly competitive, with major players like Hema, JD, and traditional supermarkets like Wumart and Yonghui firmly established in the northern market [1][2] - Supply chain efficiency is crucial for Meituan to succeed in this competitive landscape, as it aims to differentiate itself from established giants [1][4] Store Launch Details - The first Happy Monkey store in Beijing is located in the Shantou Investment Plaza, with promotional activities planned for the opening day, including a lottery with prizes such as electric vehicles [2] - Another Happy Monkey store is set to open in Sanhe City, Hebei Province, on October 17, indicating Meituan's accelerated expansion in the discount supermarket sector [2] Consumer Appeal - "Affordable prices" are a key selling point for Happy Monkey, with products like pure milk priced at 23.9 yuan per box and freshly baked egg tarts at 5.9 yuan for four [3] - Happy Monkey targets price-sensitive consumers and emphasizes offline shopping experiences, contrasting with the online-focused strategy of similar brands like Xiaoxiang Supermarket [3] Market Strategy - Happy Monkey's cautious entry into Beijing, focusing on areas outside the Fifth Ring Road, reflects a strategic consideration of costs [4] - The store's location near densely populated residential areas and high-traffic venues is expected to drive customer traffic and order density [4] Competitive Landscape - Major competitors have established significant advantages in private label products, with brands like Ole' and Hema NB achieving over 60% private label sales [5] - The Beijing market exhibits a dual demand for quality and price sensitivity, posing challenges for Happy Monkey in localizing its private label offerings [5] Brand Differentiation - The use of private label products not only enhances price competitiveness but also serves as a draw for customers, potentially increasing sales of regular-priced items [6] - Meituan's interest in physical retail is growing, with plans for more stores like Xiaoxiang Supermarket in various locations [6] Industry Trends - The discount supermarket sector has become a focal point for major players, with Hema's community supermarket model expanding rapidly [7] - Meituan's data advantages may allow Happy Monkey to efficiently focus on product categories that align with the discount model, reducing customer decision-making costs [7] Future Considerations - Happy Monkey is still in the early stages of demand cultivation, private label development, and offline operations, which are critical for future competitiveness [8] - Success will depend on the ability to optimize supply based on dynamic demand, develop unique private label products, and enhance customer loyalty through refined operations [8]