京东七鲜、美团小象、盒马鲜生新店同日开张，谁在重新定义“线下零售”

Core Insights - The article discusses the recent trend of internet companies returning to offline retail, particularly in the fresh food sector, highlighting the strategic shift from "disrupting offline" to "embracing offline" [3][5][26] Group 1: Reasons for the Shift to Offline - Internet companies are forming a "consensus" on the necessity of offline presence due to the limitations of online platforms in delivering unique value [3][4] - The competition in instant retail has intensified, prompting companies to explore new offline strategies as a means of upgrading their online systems [3][4] - The challenges of ensuring freshness, safety, and premium pricing in fresh food categories cannot be effectively addressed through online channels alone, making offline stores essential [4][18] Group 2: Company-Specific Strategies - JD's 7Fresh aims to address its "scene shortfall" and strengthen supply chain authority by enhancing user experience through physical stores [6][7] - Meituan's Little Elephant supermarket focuses on "occupying entry points," using offline stores as touchpoints for high-value users and data collection [6][12] - Hema Fresh is not aggressively expanding but rather stabilizing its network by filling gaps in instant delivery and maintaining a standard model for high-end family consumers [6][17] Group 3: Redefining Offline Retail - The article posits that fresh food is a common consensus among these companies, as it is the most challenging category for e-commerce and significantly impacts daily consumer presence [18][26] - Offline stores are evolving from mere sales points to multi-functional nodes that facilitate sales, fulfillment, trust, and data interaction [22][26] - The new roles of offline stores include being a terminal for product sales, a fulfillment node for instant retail, a place for consumer trust, and a physical interface for data and branding [22][26] Group 4: Differentiation and Survival - Traditional retail cannot compete directly with internet platforms; differentiation is essential for survival [27][30] - The focus should be on categories that are difficult to e-commerce, such as fresh food, processing, and private brands, which require long-term capabilities rather than quick tactics [33][34] - The essence of differentiation lies in the ability to excel in areas where e-commerce struggles, ensuring that offline stores remain relevant and valuable [39][40]