在县城的商业街上，每天都在上演着开店和关店的故事。火爆的门店门庭若市，冷清的门店无人问 津。本文来自微信公众号： 灵兽 ，作者：晴山，原文标题：《县域零售冰火两重天；一条街上，折 扣店火爆，超市、便利店冷清》，头图来自：作者拍摄 一、"有人哭有人笑" 周一中午，山东某县城的商业街呈现出截然不同的两幅画面。 "我们店每天单是凉拌菜就能卖500斤左右，一到中午就忙得不行。"一家熟食店的老板张宁 （化名） 对"灵兽"称。 而在街的另一头，其他几家熟食店门口却冷冷清清。 张宁的熟食店到现在已经有16年，生意一直很红火。2019年，门店重新装修升级并扩大了面积，主 要是以各种熟食卤味和凉拌菜为主，其门店在当地以"现卤现做，服务态度好"受到好评。"除了这家 老店，店主在新城区于2019年又开了一家新店，但生意没有老店那么好。" 据了解，张宁所在的县域人口密度较低，面积约2200平方公里，常住人口约40万。过去几年，随着 城市区域规划的推进，该县城现已分为新城区和老城区，目前政府楼、学校、医院基本都迁到了新 城。 "老店的生意一直很好，现在门店 （含厨房） 约150平方米，店内有3个售货员、2名厨师。熟食由厨 师当天早起现 ...

Core Insights - The retail landscape in county-level cities in China is experiencing significant divergence, with some businesses thriving while others struggle to survive [7][12][18] - Consumer preferences have shifted towards value and quality, leading to a decline in traditional retail formats [19][23] - The rise of discount stores and specialized food shops is reshaping the competitive dynamics in the retail sector [10][25] Summary by Sections Business Performance - Zhang Ning's熟食店 has been successful, selling around 500 kg of cold dishes daily, while other nearby stores are struggling [1][5] - The county has a low population density of approximately 400,000 residents, with a significant shift in consumer behavior towards new urban areas [3][5] - Discount stores are gaining traction, with one store achieving daily sales of 5,000 yuan shortly after opening, and sales peaking during holidays [8][10] Market Trends - The discount store model is expanding rapidly, with a projected 67% increase in the number of stores in 2024, particularly in county markets [10][11] - Consumers in county areas prioritize price, with 71% citing value for money as their primary consideration [10][11] - Traditional supermarkets are facing a decline, with average customer traffic down 23% and sales down 18% in 2024 [11][12] Consumer Behavior - There is a notable shift in consumer purchasing habits, with a significant increase in online shopping from 32% in 2019 to 58% in 2024 [21][19] - Consumers are increasingly favoring specialized stores over traditional supermarkets, which struggle to compete on price and convenience [14][23] Industry Dynamics - The retail industry is moving towards specialization, with discount stores focusing on specific product categories to enhance efficiency [23][25] - Rising operational costs, particularly in rent and labor, are challenging traditional retail formats, making it difficult for them to maintain profitability [25][26] - Capital investment is increasingly directed towards high-potential sectors like discount stores and specialty food shops, leaving traditional formats with less financial support [25][26] Regional Disparities - There are significant regional differences in consumer spending, with eastern coastal counties showing higher retail sales per capita compared to central and western counties [17][18] - The retail landscape is characterized by a mix of thriving and failing businesses, reflecting broader economic trends and consumer preferences [27]

Core Viewpoint - The traditional tobacco and liquor retail industry is facing a systemic crisis, driven by internal operational rigidity and external market pressures, leading to significant profit erosion and operational challenges for retailers like Wang Cheng [6][10][18]. Group 1: Industry Challenges - Wang Cheng's tobacco shop, once thriving, is now struggling due to a collapse in the pricing system for high-end cigarettes, with sales volumes dropping significantly and profits dwindling [7][8]. - The traditional profit model of "cigarettes cover costs, liquor generates profit" has been disrupted, as cigarette sales no longer cover operational expenses, and liquor sales are embroiled in price wars [9][10]. - Retailers are resorting to "abandoning orders" and "downgrading" their tobacco licenses as a form of silent resistance against the pressures from upstream tobacco companies [9][10]. Group 2: Internal and External Factors - Internal issues stem from a rigid tiered system that ties tobacco licenses to sales volumes, forcing retailers to stock unsellable products alongside popular ones, which becomes unsustainable in a cooling market [12][15]. - External pressures include the rise of e-commerce platforms that disrupt traditional sales channels, leading to a loss of core customers and diminishing profit margins for high-end liquor sales [16][18]. Group 3: Transformation Strategies - Retailers are exploring two main transformation strategies: integrating with online platforms for digital operations and enhancing community service through in-person interactions [20][21]. - While online platforms can generate some new orders, they often fail to address the core business decline, as the demand for high-margin products does not align with the instant retail model [22][23]. - Community-focused strategies emphasize building trust and personalized relationships with customers, which can create a competitive edge that online platforms cannot replicate [24][25]. Group 4: Future Outlook - The traditional tobacco and liquor retail sector is at a critical juncture, where merely adopting new channels will not suffice; a deep transformation of the business model is essential for survival [26].

一、矛盾的烟酒店 王城经营的那家开了十年的烟酒店，正告别一个黄金时代。 这家位于河北某个成熟社区的街角小店，其商业模式曾如时钟般精准，以卷烟的高频销售覆盖固定成 本，靠酒类的高毛利实现最终盈利。这个被无数从业者奉为圭臬的公式，在过去十年里，让王城安稳地 度过了市场各种不确定的波动。 然而，现在，这个曾经指引他方向的罗盘，彻底失灵了。 "中秋节？早就不指望了。"对王城而言，这个曾经意味着全年最重要销售战役的节日，如今只剩下库存 的焦虑。 一个现实正在上演，上游的烟草公司为完成年度指标，仍在加大马力向市场压货；而处于渠道末梢的百 万个"王城"们，却用弃订和降档进行着无声的抵抗。 他告诉"灵兽"，"过去，我们提前两个月就得开始备货，尤其是高端白酒和硬通货香烟。现在？备货量 连过去的三分之一都不到，每进一批货都得反复盘算。" 这种极致的保守，是市场给出的最残酷的反馈，利润正在被快速抽干。 变化首先体现在卷烟上。部分高端品类的价格体系正在崩塌。"比如，一款官方指导价近千元的烟，前 几年是硬通货，同行间调货都得加价。现在卖800块都未必有人接盘，而且出货慢得惊人。"王城说。 这直接击穿了他的盈利模型。"烟养店，酒赚钱"的 ...