以下文章来源于后浪研究所 ，作者杨小彤、巴芮 后浪研究所 . 36氪旗下年轻态公众号。这位青年里边请，你被研究了。 谁爱抢谁抢吧。 文 ｜ 杨小彤 编辑 ｜ 巴芮 来源｜ 后浪研究所（ID：youth36kr） 封面来源 ｜ unsplash "是不是马上要出货了？我都害怕" "别挤了行吗，人都站不住了，干啥啊！"一位被大爷大妈挤在中间的女生，一边扶着自己的眼镜，一边皱眉喊道。 4月21日晚上的8:07，刚下班的李夕匆匆赶到北京姚家园万象汇地下一层的七鲜超市， 虽只晚到了7分钟，但人已经多到连购物车都不够用了，她只能提 着购物筐挤进人群。不知已经进行了几轮争抢，现场一片混乱。 晚8点，这家超市准时开始每晚的日清（即每日清空库存，避免商品隔夜销售），虽然是 工作日，超市里也呜呜泱泱全是人，和楼上冷清的商场形成了鲜明对比。 晚8:07的七鲜 有同样日清活动的还有盒马、沃尔玛、物美、永辉等各种老牌的、新兴的，甚至是网红超市，都加入了这场打折揽客的角逐， 都像灰姑娘故事中被施了 魔法的南瓜马车，每晚8点，变身"穷鬼天堂"。 不过七鲜的火爆程度远超其他几家超市，从上面的场景就能看出来了。有网友就曾发布过一则视频——在刚 ...

Core Viewpoint - The article highlights the increasing popularity of late-night discount shopping at supermarkets in Beijing, particularly at Seven Fresh, where consumers, especially elderly individuals, engage in competitive shopping for discounted items, creating a chaotic atmosphere [2][5][25]. Group 1: Consumer Behavior - The late-night discount shopping trend has led to crowded scenes in supermarkets, with consumers rushing to grab discounted items, often resulting in chaotic situations [2][5][10]. - Social media challenges have contributed to the popularity of this trend, with influencers showcasing how much can be bought for a small amount of money during these late-night sales [5][25]. - Elderly shoppers have become the most aggressive participants in these late-night sales, often forming groups to maximize their chances of securing discounted products [10][12][22]. Group 2: Supermarket Strategies - Various supermarkets, including Hema, Walmart, and Yonghui, have adopted similar late-night discount strategies to attract customers and clear out inventory [4][25]. - The concept of "daily clearance" (日清) has been popularized by brands like Qian Dama, which pioneered the idea of timed discounts to ensure fresh products are sold [25]. - While this strategy attracts bargain hunters, it poses challenges for supermarkets in selling regular-priced items, as consumers may prefer discounted goods over full-priced ones [26][28]. Group 3: Market Dynamics - The influx of elderly shoppers has altered the shopping experience for younger consumers, leading to complaints about the chaotic environment and diminished shopping satisfaction [22][26][28]. - Some young consumers have begun to question the value of participating in these late-night sales, citing issues such as food waste and the time cost associated with competing for discounts [28]. - The article suggests that while the late-night discount model is appealing, it may not be sustainable in the long term due to the challenges it presents for both consumers and supermarkets [26][28].