从预付卡“挤兑”开始，美特好把自己逼到了墙角？

Core Viewpoint - The crisis at Meitehao Supermarket is not just a business loss but a significant erosion of consumer trust, turning prepaid cards from assets into liabilities that can be demanded for cash redemption at any time [1] Group 1: Reasons for the "Run on the Bank" - The "run" has persisted for over three months, with approximately 1.1 to 1.2 billion yuan redeemed through prepaid cards, peaking at nearly 20 million yuan in a single day [4][9] - The immediate cause of the crisis was the closure of stores, which began earlier in the year but escalated without adequate consumer communication, leading to fears of business deterioration [4][9] - Internet public opinion acted as a catalyst, amplifying existing concerns about the company's stability and leading to a rush to redeem prepaid cards [4][9] Group 2: Company Response and Consumer Trust - Meitehao attempted to clarify that the store closures were part of a strategic adjustment rather than signs of operational distress, but this reassurance came too late to quell consumer fears [9][11] - The company faced regulatory pressure to ensure consumer rights, including the ability to redeem prepaid cards, but many stores imposed additional restrictions, further eroding trust [11][26] - The situation worsened as empty shelves and product shortages became visible, leading to panic buying and a vicious cycle of supply issues [20][22] Group 3: Strategic Adjustments and Challenges - Meitehao announced a dual-brand strategy to revamp its stores, including the transformation of existing locations into "Happy Big Gathering Membership Stores" and "Meitehao Fresh Supermarkets" [9][30] - The company has invested approximately 660 million yuan in building a central kitchen to enhance its supply chain, but these heavy investments require time to yield returns [30][33] - The shift towards a "heavy asset" model has created significant cost pressures, and the failure to balance new initiatives with existing operations has led to operational disruptions [35][39] Group 4: Broader Industry Implications - The challenges faced by Meitehao reflect a broader trend among regional retailers in China, who are struggling against national chains and e-commerce competition [40][42] - The reliance on prepaid cards, while beneficial for cash flow, can become a double-edged sword during crises, as seen in Meitehao's case [42] - The crisis highlights the importance of transparent communication and trust in maintaining consumer relationships, especially during periods of operational change [44][45]