Bei Jing Shang Bao·2025-10-13 15:39Core Insights - Meituan's self-operated supermarket "Happy Monkey" is set to open its first store in Northern China on October 24, 2023, in the Mentougou Shantou Plaza, covering an area of approximately 1,000 square meters, marking the fifth store opened by Meituan in two months [1][3] - The "hard discount" sector has become a competitive battleground this year, with major players like Hema, JD.com, and traditional supermarkets like Wumart and Yonghui firmly established in the Northern market, posing significant challenges for new entrants like Happy Monkey [1][3] Store Launch Details - The first store in Beijing will feature promotional activities on opening day, including a lottery with prizes such as electric vehicles and camping cars [3] - Happy Monkey's product offerings will focus on self-operated brands, with plans to gradually introduce online ordering and offline delivery services post-opening [3] Market Positioning - Happy Monkey aims to create a consumer memory point around "affordable prices," targeting price-sensitive customers, contrasting with the positioning of Meituan's other supermarket, "Little Elephant," which emphasizes online ordering and rapid delivery [4][8] - The store's location in a densely populated residential area is expected to ensure a sufficient order density, which is crucial for attracting foot traffic [6] Competitive Landscape - The discount supermarket model is increasingly reliant on self-owned brands to enhance price competitiveness and drive store traffic, with established players like Ole' and Hema already having significant self-owned brand market shares [8][9] - The market in Beijing exhibits a clear consumer segmentation, necessitating Happy Monkey's ability to develop localized products that cater to Northern tastes [6][10] Strategic Considerations - Meituan's cautious approach in opening stores outside the Fifth Ring Road in Beijing reflects a focus on cost considerations [5] - The integration of Happy Monkey's operations with Meituan's delivery network could meet modern consumer demands for high cost-performance and immediacy [9][10] Future Outlook - Happy Monkey is still in the early stages of demand cultivation, self-owned brand development, and offline operations, which will be critical for its competitive positioning in the hard discount sector [10][11] - The potential for success hinges on avoiding the pitfall of prioritizing scale over value, which could lead to losing competitive advantages in a crowded market [11]