南京硬折扣超市 “硬”在哪

Core Viewpoint - The emergence of hard discount supermarkets in Nanjing, such as "Zhe Zhe Feng," is driven by supply chain reforms and data advantages, allowing them to offer competitive prices and efficient operations in the consumer market [2][5]. Supply Chain and Cost Structure - Hard discount supermarkets eliminate middlemen by directly connecting with producers or factories, ensuring freshness for perishable goods and reducing costs through customized production and private labels [2][3]. - The "Zhe Zhe Feng" model utilizes a "joint venture + self-sourcing" supply chain, with approximately 60% of products sourced directly from factories, leading to significant cost savings that benefit consumers [3]. - The example of laundry pods illustrates that traditional channels incur high marketing and brand costs, while hard discount models significantly reduce these expenses, allowing for lower prices [3][4]. Product Strategy and Store Operations - Hard discount supermarkets focus on a streamlined product selection, with "Zhe Zhe Feng" offering around 1,100 SKUs compared to traditional supermarkets that may have over 10,000 [4]. - The emphasis on high-frequency essential goods and bulk purchasing helps minimize production and labor costs, enhancing overall efficiency [4][6]. Market Trends and Consumer Behavior - The Nanjing retail market is highly competitive, with a shift in consumer preferences from "cost-performance ratio" to "quality-price ratio," indicating a demand for better quality at reasonable prices [5]. - The trend towards community-based hard discount stores is a strategic response to changing consumer behavior, aiming to provide high-quality and affordable products [5][6]. Competitive Landscape and Challenges - The entry of multiple players in the hard discount sector, including "Super Box NB" and "Aoleqi," intensifies competition, necessitating a focus on supply chain efficiency and digital capabilities [6][8]. - As the market expands into lower-tier cities, adapting to regional consumption differences while maintaining a consistent supply chain is crucial for success [8][9]. - The potential for homogenization in the market poses a risk, as increased competition may lead to a decline in customer traffic if differentiation strategies are not implemented [8][9]. Future Outlook - The competition among hard discount supermarkets will hinge on their ability to meet consumer needs through effective product selection, supply chain management, and service quality [9]. - The evolution of domestic brands in this sector is seen as a gradual process, with the potential for long-term sustainability if they can enhance their supply chain capabilities and consumer insights [9].