英国全是速冻货的穷鬼超市开进北京就专供中产了？“七成商品大润发同款，三成比英国还贵”

Core Viewpoint - The article discusses the opening of Iceland, a British frozen food supermarket, in Beijing, highlighting its challenges in appealing to the Chinese market and the mismatch between its branding and product offerings [5][12][59]. Group 1: Store Opening and Initial Reception - Iceland opened its first store in Beijing's Mentougou district, attracting long lines on opening day [6][13]. - The store features 6,800 square meters filled with frozen food, but 70% of the products are similar to those found in local supermarkets, with some self-branded items priced higher than in the UK [7][10][12]. Group 2: Product Offerings and Market Positioning - Iceland positions itself as a "frozen food expert," but over 60% of its offerings are frozen products, which may not resonate with Chinese consumers who prioritize nutrition and variety [25][30]. - The store has only 600 SKUs, significantly fewer than typical supermarkets, limiting consumer choice and shopping experience [41]. Group 3: Marketing Strategy and Consumer Engagement - Iceland's marketing strategy includes a focus on social media and live streaming, with the store functioning as a live broadcast base during weekdays and open to the public on weekends [59][66]. - The store's branding emphasizes its British origins, attempting to attract middle-class consumers, but faces criticism for selling low-cost, basic food items at higher prices [24][76]. Group 4: Competitive Landscape and Consumer Behavior - Iceland's competition includes established players like Sam's Club and Aldi, which have successfully adapted to the Chinese market by offering unique products and experiences [28][78]. - The article notes that Chinese consumers have become accustomed to instant retail options, making it difficult for Iceland to justify bulk purchasing of frozen goods [74].