▲这是灵兽第1721篇原创文章 生鲜传奇超大店是在购物中心的"食品生活馆"，满足情绪性消费。 在灵兽传媒和超采会于2025年10月30-31日联合主办的2025中国零售创新峰会暨小业态发展大会与中国零售供应链展览会上，王卫做了以《吃着玩儿》为 主题的演讲。 下为演讲全文（有删改）： 要看懂消费降级下"精致的贫穷"的社会心态，并围绕"情绪消费"和"吃着玩"彻底重构商品逻辑。 作者/楚勿留香编辑整理 ID/lingshouke 有关"大店好还是小店好"的争论，在零售行业一直都未停止。 当然，这也与经济周期相关，二者互有"胜负"。在推崇小店、"小而美"的当下，被视为小业态引领者的乐城超市＆生鲜传奇董事长王卫，再一次将目光聚 焦"大店"。 他认为，重整开业的乐城超市，既不是传统超市的升级，更不是大卖场的回光，而是购物中心中，餐饮、奶茶店、咖啡店、化妆品店的降维消费。 比如，我们最早做的零食店，100平方米一天能做3万多元，毛利率高，一个月就能回本。尽管数据很好，但当时做大店出身的人，内心还是瞧不起小店 的，觉得太简单、不值一提。 1 从大卖场衰落到小业态崛起 各位来宾，大家早上好。感谢岳峰再次邀请我参加这个小业态论坛 ...

Core Insights - The snack industry is undergoing a significant transformation as consumers increasingly prioritize the ingredients and nutritional value of snacks, leading to a rise in health-focused snack products [2][4] - At the 8th China International Import Expo (CIIE), the company Laiyifen showcased a unique health food matrix, attracting numerous professional visitors [2] - Laiyifen's strategic upgrade includes five core brands that cover various consumer scenarios and demographics, enhancing internal collaboration and creating a symbiotic ecosystem [2] Financial Highlights - Laiyifen achieved a record high procurement signing amount of 250 million yuan at the CIIE, reflecting strong confidence in solidifying its global supply chain [2] - The company has transitioned from a participant to a co-builder at the CIIE over the past eight years, indicating a shift in its operational strategy [2] Strategic Initiatives - Laiyifen's collaboration with global partners extends beyond procurement to include joint gift box development and co-creation of new products, showcasing a strategic partnership model [2] - The company aims to deepen its "going global + importing" business model, leveraging the CIIE as a powerful international platform to enhance brand visibility [4]

Core Insights - The company Laiyifen signed a strategic procurement agreement worth 250 million yuan at the 8th China International Import Expo, demonstrating its commitment to strengthening the global supply chain [1][3] - Laiyifen presented itself as a "global brand management ecological platform" at the expo, showcasing five core brands to enhance its market presence [3][5] - The company is transitioning from a participant to a co-builder in the import expo, reflecting its evolving business model and expanding partnerships [3][5] Brand Strategy - Laiyifen's brand architecture includes five core brands: "Laiyifen" focusing on national snacks, "Yami" for imported foods, "Zui Ai" in the liquor sector, "Hu Wei" in whiskey, and "Yang Chan Ji" targeting community retail [3][5] - This upgraded brand structure allows for precise coverage of different consumer scenarios and fosters internal collaboration among brands [3][5] Market Trends - There is a growing consumer focus on the ingredients and nutritional value of snacks, leading to a trend towards healthier snack options [3][5] - Laiyifen has implemented a "Five Fresh Standards" strategy to ensure product freshness throughout the supply chain, addressing the increasing demand for health-conscious products [5] Business Model Evolution - The company is moving towards a "dual circulation" model of "going global + importing," enhancing its international influence and competitiveness [5] - Laiyifen's collaboration with global partners extends beyond procurement to include joint product development and strategic co-branding initiatives [3][5]

Core Insights - The China International Import Expo (CIIE) serves as a platform for Laiyifen to showcase its transformation from a snack expert to a comprehensive food ecosystem provider, emphasizing its new identity as a "global brand management ecological platform" [1][9] - Laiyifen's participation highlights its strategic shift towards health-oriented snacks, introducing the "Five Low Standards" (low sugar, low fat, low calories, low salt, low GI) and the "Five Fresh Standards" to meet evolving consumer demands for healthier options [3][6] Brand Strategy - Laiyifen has established a collaborative brand matrix featuring five core brands, each targeting different consumer needs: Laiyifen for healthy snacks, Yami for imported foods, Zui Ai for aromatic liquor, Hu Wei for whiskey, and Yang Chan Ji for community retail [1][3] - The brand architecture upgrade aims to achieve precise coverage of various consumer scenarios and foster internal collaboration among brands, creating a symbiotic ecosystem [1][3] Product Innovation - Laiyifen emphasizes clean ingredient sourcing, with products like the enzyme-free dried plums and organic chestnuts featuring minimal ingredients, ensuring consumer trust [5] - The company integrates scientific nutrition into its offerings, such as the "Yitian Yidai" probiotic nut mix, which addresses modern health concerns while enhancing flavor [5] - Laiyifen explores traditional Chinese health concepts through innovative products like red bean and coix seed water, merging cultural heritage with modern convenience [5] Global Expansion - Laiyifen is actively pursuing a dual circulation model of "going out and bringing in," showcasing over 60 export products and nearly 40 imported items at the CIIE, including collaborations with international partners [6][8] - The company aims to create a "global resource hub" by leveraging its supply chain network across more than 20 countries, enhancing its global brand operation capabilities [8][9] Strategic Goals - The CIIE is positioned as a strategic platform for Laiyifen to implement the "dual circulation" strategy, facilitating a two-way channel for global buying and selling [9] - Laiyifen's participation reflects its commitment to high-quality development and cultural exchange, promoting Chinese brands and products on the global stage [9]