「省钱白月光」奥乐齐走出上海，它究竟是谁的假想敌？｜商业Friday

Core Viewpoint - Aldi is positioning itself as a cost-effective alternative in the retail market, focusing on self-owned brands and a simplified SKU strategy to attract price-sensitive consumers in Shanghai and surrounding areas [4][15][18]. Group 1: Aldi's Market Positioning - Aldi has opened its first store outside Shanghai in Wuxi, marking a significant step in its expansion strategy after six years in China [4][15]. - The store emphasizes low prices and quality, with a marketing slogan of "Good quality, low price" prominently displayed [15][18]. - Aldi's self-owned brand products account for over 80% of its offerings, allowing for better price control and consumer trust [8][10]. Group 2: Consumer Perception and Behavior - Consumers in Shanghai view Aldi as a convenient option for daily purchases, often choosing it over larger warehouse clubs like Sam's Club and Costco for regular shopping needs [7][12]. - The perception of Aldi's products is positive, with consumers noting the aesthetic appeal and cleanliness of the store layout, as well as the competitive pricing of self-owned brand items [7][11]. - Aldi's product selection includes unique items that cater to niche markets, such as specialty vegetables and international snacks, which are not commonly found in other supermarkets [11][12]. Group 3: Competitive Landscape - Aldi's strategy is influenced by competitors like Sam's Club and Costco, which have established a strong presence in the market with their bulk purchasing model [15][16]. - The company is seen as a potential rival to these established players, particularly in the daily replenishment segment, where convenience and price are key factors [15][16]. - Aldi's focus on a simplified shopping experience and lower price points positions it well against traditional supermarkets struggling to adapt to changing consumer preferences [16][18]. Group 4: Future Expansion and Challenges - Aldi plans to continue its expansion in the Yangtze River Delta region, with a goal of opening more stores in cities like Suzhou and Wuxi by the end of 2024 [18]. - Despite a growing sales trend, only a few stores are currently profitable, indicating challenges in achieving sustainable growth [18]. - The reliance on local supply chains in Jiangsu and Zhejiang poses a risk as Aldi seeks to expand into other regions, such as Beijing [16][18].