宋九亮：警惕商超从一个同质化走向另一个同质化

Core Insights - The retail industry in China is facing a critical transformation challenge due to homogenization and online competition, leading to a situation where traditional supermarkets are struggling for survival rather than merely choosing a direction for transformation [1] - Many supermarkets are transitioning from one form of homogenization to another, resulting in a new wave of homogenized competition that fails to address the fundamental issues of the industry [1][9] Group 1: Homogenization Challenges - The homogenization in the supermarket sector has created a "thousand stores, one face" phenomenon, affecting all aspects from products to operations and services, which has weakened the industry's resilience against online competition [2] - Research indicates that over 80% of core product categories in national chain supermarkets overlap, leading to a lack of differentiation and a reliance on major brands, which diminishes the ability to cater to regional consumer needs [3] - The reliance on "channel fees" for profitability has become a common practice, with some supermarkets deriving 40%-50% of their income from these fees, which distorts the pricing system and places traditional supermarkets at a disadvantage against online platforms [4][5] Group 2: Operational and Design Homogenization - Supermarkets exhibit a standardized layout and design, making it difficult for consumers to distinguish between different brands, which detracts from the shopping experience [6][8] - The operational model focuses on maximizing product variety rather than enhancing consumer experience, leading to a lack of personalized service and community engagement [8] Group 3: Transformation and New Homogenization - The recent trend of "adjustment and reform" in supermarkets has led to a superficial imitation of successful models without addressing core issues, resulting in a new form of homogenization [9][10] - Many supermarkets are adopting similar product offerings and designs, leading to a resurgence of the "thousand stores, one face" phenomenon, which undermines the potential benefits of transformation [10][12] - The lack of core capabilities in product development and supply chain management has resulted in a reliance on imitation rather than innovation, further entrenching the cycle of homogenization [12] Group 4: Future Directions - The key to breaking the cycle of homogenization lies in focusing on consumer needs and fostering innovation, rather than merely copying successful models [13] - Successful examples of differentiation and innovation in the retail sector highlight the importance of local adaptation and unique value propositions [14] - The future of supermarket competition will hinge on uniqueness, value, and trust, rather than scale or price, necessitating a return to the essence of retail as a service-oriented industry [14]