36氪·2025-10-20 00:01Core Viewpoint - The article discusses the rise of "hard discount" supermarkets in China, highlighting their competitive pricing strategies and operational efficiencies that differentiate them from traditional retail models [6][17][48]. Group 1: Hard Discount Concept - Hard discount stores, such as JD Discount Supermarket and Happy Monkey, are characterized by their low prices and stable supply of quality products, unlike "soft discount" stores that primarily sell excess inventory [8][16][18]. - The term "hard discount" refers to the ability to significantly reduce costs across production, marketing, distribution, and retail, leading to lower consumer prices [21][32]. Group 2: Cost Reduction Strategies - Hard discount supermarkets achieve cost reductions by minimizing brand marketing expenses, often opting for private label products or lesser-known brands to avoid high brand premiums [24][25]. - By purchasing directly from manufacturers, these stores can bypass multiple layers of distributors, reducing distribution costs significantly [29]. - The operational model of hard discount stores is designed to minimize overhead costs, often featuring simple store layouts and minimalistic displays to save on expenses [30][31]. Group 3: SKU Management - Hard discount retailers utilize a low SKU (Stock Keeping Unit) strategy, focusing on a limited number of high-turnover products to negotiate better prices with suppliers [38][41]. - This approach allows for a concentrated purchasing strategy, enhancing the ability to secure lower prices while still offering a wide variety of product categories [41][42]. Group 4: Market Adaptation - The hard discount model is particularly suited to the Chinese market, where consumers exhibit high price sensitivity, similar to the German market where this model originated [44][46]. - Internet giants are well-positioned to leverage their data analytics capabilities to optimize product selection and pricing strategies in hard discount formats [53][55]. Group 5: Consumer Expectations - Despite low prices, hard discount stores must maintain product quality to meet consumer expectations, ensuring that even inexpensive items perform adequately [58][59].