「新消费观察」折扣店洗牌开始？好特卖多地闭店：“高成本选址”与“低价模式”矛盾凸显

Core Insights - The discount retail brand "Hao Te Mai" is reportedly closing stores in major cities like Guangzhou, Changsha, Hangzhou, and Beijing, while also slowing down its expansion pace and halting new franchise applications in some areas [2][3] - The discount retail sector has seen rapid growth this year, with major players like Meituan, JD.com, and Hema entering the market, intensifying competition for Hao Te Mai [2][6] Company Overview - Hao Te Mai was established in 2020, initially focusing on selling near-expiry products, and has since evolved into a chain retail brand specializing in discount goods [3] - The company has received five rounds of financing, with the last round occurring on August 16, 2021, and its parent company, Shanghai Xinguo Technology Co., Ltd., currently operates over 1,000 stores nationwide [3][4] Franchise Model - Hao Te Mai's franchise model includes self-operated and managed franchises, requiring franchisees to prove they have over 1 million yuan in liquid assets [4] - The initial investment for franchisees is at least 730,000 yuan, covering various costs such as brand usage fees, preparation fees, renovation, and security deposits [4] Market Challenges - The business model of Hao Te Mai faces structural contradictions, as it operates in high-rent shopping centers while offering low-priced products, leading to sustainability issues [5] - The company is under pressure from both internet giants and traditional supermarkets, which are expanding their discount offerings and optimizing supply chains [6][7] Competitive Landscape - Major competitors like Hema, JD.com, and Meituan are rapidly opening new stores, with Hema's discount brand "Chao He Suan NB" exceeding 350 locations by October 2025 [6][7] - Traditional supermarkets are also adapting by launching their own discount formats, further complicating the competitive environment for Hao Te Mai [6][7] Consumer Behavior - Experts suggest that the overuse of the "discount" concept may reshape consumer perceptions, moving away from a sole focus on low prices [7] - True discount stores should focus on sustainable low pricing through supply chain restructuring and bulk purchasing, a model that competitors like Hema and Aldi are successfully implementing [7]