英国的穷鬼超市，开进中国就专供中产了？

Core Viewpoint - The article discusses the opening of Iceland, a UK frozen food supermarket, in Beijing, highlighting its positioning as a mid-range store despite offering products typically associated with lower-income consumers in the UK. The store's pricing strategy and product selection have raised questions about its market fit in China, particularly among middle-class consumers [4][6][15]. Group 1: Store Opening and Initial Reception - Iceland opened its first store in Beijing's Mentougou district, attracting long queues on opening day, but the product offerings revealed that 70% were similar to those found in local supermarkets, with 30% being proprietary items priced higher than in the UK [4][6][14]. - The store's concept as a "frozen food expert" contrasts with the perception of frozen foods in China, where they are often seen as basic and inexpensive [14][15]. - Initial customer feedback has been largely negative, with many stating they would not return after their first visit [13][28]. Group 2: Product Offering and Pricing Strategy - Iceland's product range includes many imported frozen items, but the perceived value is low, as many products lack distinct advantages over local alternatives [6][10][25]. - The store's pricing strategy has been criticized for not being competitive, with some items priced higher than similar products at competitors like Sam's Club [15][34]. - The store's SKU count is significantly lower than typical supermarkets, with only around 600 SKUs compared to 10,000-15,000 in standard stores, limiting consumer choice [21][29]. Group 3: Marketing and Business Model - Iceland's business model includes a focus on live streaming and social media engagement, positioning the store as a "live broadcast base" rather than a traditional supermarket [28][30]. - The store operates only on weekends, with weekdays reserved for live streaming activities, indicating a shift in retail strategy towards digital engagement [28][30]. - The collaboration with local government and tourism groups suggests a broader strategy to attract visitors to the Mentougou area, rather than solely focusing on retail sales [29][32]. Group 4: Market Context and Competition - The article notes that Iceland's competition is not just other supermarkets but also local attractions and entertainment venues, as it aims to create a unique shopping experience [32][34]. - The rise of other mid-range supermarkets in China, such as Albert Wang and Auchan, indicates a growing market for imported and premium products, which Iceland is struggling to penetrate effectively [36][37]. - The middle-class consumer segment is increasingly targeted by various retailers, leading to a crowded market where differentiation is crucial for success [36][40].