价格战的战火，已经从外卖烧向了超市行业。京东折扣超市、超盒算NB（原阿里盒马NB）和快乐猴（美团旗下超市品牌），靠着一大批价格低到匪夷所 思的商品，正在城市的街头巷尾争夺着大爷大妈的青睐。 这一切的关键，都在于三个字：硬折扣。 这期内容我们来聊一聊，为什么硬折扣成了大厂们的新战场。 01 京东折扣超市、超盒算NB、快乐猴，本质都是硬折扣商店。 这个「硬」是相对于「软折扣」的「软」而产生的。 30枚无抗鲜鸡蛋只卖11块5。 一箱12瓶550毫升装矿泉水只卖7块9。 2.5公斤的海天味极鲜特级酱油只卖19块9。 5公斤的超市自营洗衣液只卖17块8。 软折扣也可以称之为库存折扣。 库存，是所有卖货人最讨厌的两个字，它意味着前期投入的货款收不回来，意味着商品占着货架占着仓库，仓储和销售都是有成本的。 为了清掉这些烫手山芋，打折自然就要打折。 只要折扣够狠，就没有卖不出去的消费品，21万的雪铁龙老气横秋全是缺点，12万的雪铁龙成熟稳重完美无缺。 哪怕是亏本，只要能卖掉，多少也能少亏点。 软折扣的优势，就在于它卖的是库存，放在那里不动也是有成本的，急于出手的商家真的可能给它打一个匪夷所思的折扣。 有人形容，软折扣就是商业 ...

Group 1 - The first "Fat Transformation Store" of Metro officially opened in Beijing's Siqiquan on August 15, optimizing its product structure [1] - The store adopts a "wide category, narrow product" approach, resulting in a richer variety of product categories while reducing the overall number of items [3] - The in-store SKU has been streamlined to approximately 8,000, with a product replacement rate of 55%, and the number of bakery and deli items has increased nearly sixfold compared to before the transformation [3] Group 2 - The area for the fresh processing zone has been expanded, and imported products account for about 25% of the store's offerings [3] - The share of private label, exclusive, and imported products exceeds 40%, with the company launching 200 to 300 new private label products each year based on consumer trends and economic conditions [3]

Core Viewpoint - The retail industry is increasingly adopting the "Fat Donglai" model and transforming stores to enhance competitiveness and attract consumers through improved product structure, service quality, and shopping environment [1] Group 1: Human Element - Enhancing employee treatment and professional skills is crucial for traditional retail enterprises [2] - The Beijing Siqiqu store has reduced employee working hours and improved benefits such as paid annual leave and rest areas to boost employee satisfaction and service quality [2] Group 2: Product Structure - The store is adopting a "wide category, narrow product" strategy, offering a broader range of product categories while selectively reducing the number of items within each category [2] - The product renewal rate for the Beijing Siqiqu store is 55%, with a focus on maintaining existing advantageous categories while introducing new ones that appeal to younger consumers [3] Group 3: Store Environment - The store has significantly expanded its baking and deli product offerings, increasing the number of items in these categories by nearly six times compared to before the transformation [3] - The store has upgraded its shopping environment by widening aisles, lowering shelf heights, and adding customer service areas, dining zones, and in-store dining options [3] Group 4: Future Plans - The Beijing Siqiqu store will solidify its foundational changes before planning further transformations [4]