零售行业竞争升级 盒马如何“杀出一条血路”？

Core Insights - The article discusses the competitive landscape in the retail sector, focusing on Hema's new franchise model for its budget community supermarket, Chaohe Suan NB, which aims to expand rapidly in response to increasing competition [1][2][5]. Expansion Strategy - Chaohe Suan NB has opened its first franchise locations in Shanghai, Hangzhou, Jiaxing, and Huzhou, with an annual franchise fee of 50,000 yuan, excluding additional costs for store renovation, equipment, and deposits [1][2]. - The franchise model has a high entry barrier, requiring a total investment of approximately 2.65 million yuan for a standard 600-square-meter store, which includes various fees and guarantees [2]. - Since its rebranding in August, Chaohe Suan NB has opened over 350 stores, with plans to continue expanding at a rate of more than 20 new stores per month [2][3]. Target Market and Product Offering - The supermarket targets "practical consumers" with a limited selection of over 1,500 essential products, focusing on low prices and high-frequency items for various consumer needs [3]. - Nearly 60% of the products are private label items, indicating a strategy to enhance brand control and profitability [3]. Support for Franchisees - Chaohe Suan NB offers franchisees support in site selection, construction, and training, ensuring that stores are located in residential communities or established commercial areas [3]. - Franchisees are required to adhere to pricing and promotional strategies set by the brand, which helps maintain consistency across locations [3]. Competitive Landscape - The retail market is becoming increasingly competitive, with major players like JD and Meituan entering the discount sector, prompting Hema to accelerate its expansion efforts [2][5]. - Hema's CEO has indicated a strong ambition for market growth, with a focus on both Hema Fresh and Chaohe Suan NB, aiming to replicate successful business models and innovate [6]. Challenges and Considerations - As the number of franchise stores increases, maintaining quality control and service standards will be a significant challenge for Chaohe Suan NB [4]. - The company must leverage its supply chain and digital capabilities to reduce costs and enhance profitability as it scales [6][7].