Sou Hu Cai Jing·2026-01-08 08:11Core Insights - The first offline store of Little Elephant Supermarket is located in Beijing's Hualian Wanliu Shopping Center, filling a gap left by the closure of a major supermarket in the area [2] - Little Elephant Supermarket aims to integrate its offline and online operations into a "store-warehouse network integration" model, which is a clear trend in China's retail industry [2][11] - The store features a wide range of private label products and emphasizes customer service, similar to both Hema and Wumart's modified stores [5][12] Expansion Strategy - Little Elephant Supermarket is seen as a new hope for Meituan's grocery retail business, especially after the suspension of its "Tuan Hao Huo" service due to challenges in meeting instant retail demands [2][7] - Meituan plans to accelerate the expansion of Little Elephant Supermarket to cover all first- and second-tier cities in China [7] - The new business division, which includes Little Elephant Supermarket, reported a 15.9% year-on-year revenue increase to 28 billion yuan in Q3 2025, despite facing operational losses [7][10] Competitive Landscape - Little Elephant Supermarket faces intense competition from various players, including Pupu Supermarket, Dingdong Maicai, Hema Fresh, Sam's Club, and JD Seven Fresh [10] - The store's initial customer traffic was significantly lower than expected, with only one-third of the previous day's footfall reported [3][14] - The store's service model, which includes features like free drinking water and various food preparation services, aims to attract customers who prefer a more engaging shopping experience [5][12] Market Trends - The shift towards offline stores is driven by the exhaustion of online traffic growth and the rising costs of digital advertising [11][12] - Offline stores are seen as a stable and predictable source of customer traffic, particularly appealing to older consumers and those who prefer in-person shopping [12] - The integration of online and offline services is expected to enhance customer trust and loyalty, leveraging Meituan's existing user base [13]