又一个「穷鬼超市」来中国了

Core Viewpoint - Iceland, a leading frozen food supermarket from the UK, is entering the Chinese market with its first physical store, emphasizing its commitment to maintaining high cost-performance and affordability despite previous challenges in the market [2][4][12]. Group 1: Store Launch and Strategy - Iceland's first store in China, named "Iceland lab," spans 6,800 square meters and combines retail, e-commerce, and dining services, aiming to create a comprehensive shopping experience [2][4]. - The store will feature 3,200 SKUs, primarily consisting of frozen food products sourced globally, including ready meals and some daily necessities [3][4]. - Iceland plans to leverage live streaming as a key sales channel, with the first store expected to host over 100 live broadcasts daily [8][9]. Group 2: Market Positioning and Challenges - Iceland is known for its low-cost offerings in the UK, with products like frozen pizzas priced around £1, but faces challenges in maintaining this pricing strategy in China due to higher import costs [4][9]. - The company has previously attempted to enter the Chinese market through e-commerce but faced limited success, leading to the current focus on physical stores [5][9]. - There is skepticism regarding Chinese consumers' acceptance of frozen foods, which have historically been viewed as less fresh or healthy [12][13]. Group 3: Supply Chain and Localization - Iceland has partnered with local company Shoulv Huike to enhance its supply chain and adapt to local tastes, integrating local products alongside its international offerings [10][11]. - The company aims to introduce a variety of products from different countries while also focusing on local sourcing to improve cost-effectiveness and appeal [10][11]. - The frozen food market in China is projected to grow significantly, with a forecasted market size of approximately 213 billion yuan by 2025, indicating potential for Iceland's offerings [12].