Zhong Guo Jing Ying Bao·2025-12-05 02:29Core Viewpoint - The competition among Alibaba, Meituan, and JD.com in the discount supermarket sector is intensifying, with Hema's "Super Box" launching a franchise model to accelerate expansion, indicating a shift from online food delivery battles to offline discount wars [1][4][10]. Group 1: Market Dynamics - Hema's "Super Box" has opened franchise opportunities, with initial fees around 2.65 million yuan, including various costs for branding, deposits, renovations, and equipment [1]. - The discount supermarket model focuses on "extreme cost compression and constant low prices," with a significant emphasis on price sensitivity among consumers [3][6]. - The competition is not just about pricing but also involves product quality and freshness, with a notable focus on private label products to differentiate offerings [5][6]. Group 2: Expansion Strategies - Hema's "Super Box" has rapidly expanded to over 350 stores in the Yangtze River Delta region, while Meituan's "Happy Monkey" and JD's discount supermarkets are also entering the market with their own expansion plans [3][4]. - Meituan is adopting a gradual expansion strategy without opening franchise opportunities, while Hema's franchise model aims for quick scale [4][10]. - The competition is characterized by a race for speed and scale, with all three companies leveraging their existing ecosystems to capture market share [8][9]. Group 3: Pricing and Product Strategy - Hema's "Super Box" emphasizes private label products, with nearly 60% of its offerings being self-branded, which helps in maintaining lower prices [6][7]. - The pricing strategy involves a cost-backward approach, where the actual costs of production and logistics are analyzed to set competitive prices [7]. - The average gross margin for discount supermarkets is around 15%, highlighting the importance of a simplified supply chain and lower margins for operational success [7]. Group 4: Challenges and Risks - The rapid expansion through franchising presents challenges in supply chain management and maintaining product quality and service standards across different locations [10]. - Hema must implement strict franchisee selection and training processes to ensure consistent operational standards and mitigate brand reputation risks [10].