盒马“超盒算NB”开放加盟 硬折扣赛道竞速升温

Core Viewpoint - Hema's discount brand "Chao He Suan NB" has opened its franchise channel for the first time, marking a new phase of scaled expansion in the hard discount sector [1][2] Group 1: Expansion Strategy - "Chao He Suan NB" is expanding at a rate of over 20 stores per month, with the current store count exceeding 350 [2] - The franchise model aims to quickly capture market share and share supply chain costs, leveraging economies of scale as a competitive advantage [2][3] - The brand's expansion is based on a successful operational model from over 300 direct stores, allowing for rapid scaling through franchising [2][3] Group 2: Market Competition - The hard discount retail sector is experiencing intensified competition, with major players like JD and Meituan also entering the market [1][7] - The overall penetration rate of hard discount stores in China is only 8%, indicating significant growth potential compared to mature markets like Germany and Japan [7] - Hema's "Chao He Suan NB" focuses on community fresh produce and benefits from Alibaba's ecosystem for online traffic [8][9] Group 3: Franchise Model and Costs - Franchisees are required to invest approximately 2.65 million yuan for a standard 600 square meter store, which includes various upfront costs [3][4] - The expected payback period for franchisees is around three years, assuming a gross margin of 15% and annual sales of 30 million yuan [3] - The brand emphasizes the importance of site selection, requiring stores to be located in large residential communities or mature business districts [3] Group 4: Operational Strategy - "Chao He Suan NB" operates with a strategy focused on high efficiency and low costs, utilizing a simplified operational model with pre-packaged goods [5] - The brand's private label products account for 60% of its offerings, allowing for cost reductions through direct factory connections and self-pricing [5] - The brand has integrated digital tools for demand forecasting and inventory management, enhancing its operational efficiency [5] Group 5: Challenges and Risks - The franchise model presents challenges in maintaining product quality and operational standards, especially in lower-tier cities with varying cold chain logistics [6] - Ensuring consistent quality across franchise locations is critical, as the brand must balance rapid expansion with maintaining control over product offerings [6][4] - The complexity of managing a franchise system requires standardized processes across various operational aspects, which poses a significant challenge [6]