在巨头环伺的市场中，无需陷入价格战，通过嫁接成熟的数字化工具，聚焦会员运营的深度，就能撬动可持续的增长空间。 作者：鹤翔 出品：零售商业财经 ID：Retail-Finance 郑州的零售战场从来不乏硝烟。上千万常住人口撑起的消费底盘上，既有沃尔玛、永辉等全国性卖场的深耕不辍，也有胖东来凭极致服务成为行业标杆， 华豫佰佳、淘小胖、鲜风生活等本土黑马各展锋芒。 在这片红海之中，成立仅四年的综合社区折扣品牌"多乐囤"能快速站稳脚跟，甚至搅动市场格局，其经营策略与增长逻辑值得整个零售行业关注。 如果说早期靠"源头采购+定制"的供应链革命建立了价格壁垒，如今这家本土折扣品牌的破局关键，已转向精细化运营的深水区，而会员运营正是其中最 核心的落点。 01 支付创新，让会员运营更"精细" 12月12日，郑州今冬首场大雪铺陈街巷，即便道路结冰让行人步履维艰，但当「零售商业财经」晚间八点半走访多乐囤超市（天旺旗舰店）时，店内依旧 客流不息。出口收银区虽排着队，每单结账却高效利落，几乎看不到翻找手机、核对会员码的焦灼身影。 作为多乐囤与支付宝碰一下今年8月合作开出的郑州首家联名店，我们能很直观地从门店装修、海报、地贴等多处细节中 ...

Group 1 - Community discount stores have become a new focus in the retail industry, with major retail giants looking to explore this sector for growth opportunities by 2025 [1] - Lianhua Huashang Group opened its first "Lianhua Fude" brand store in Hangzhou, featuring 1,200 SKUs focused on fresh produce and food, marking the launch of a new discount store brand [1] - Dingdong Maicai followed suit by opening a Dingdong Outlet community discount store in Wuxi, emphasizing cost-effective products and addressing low awareness of the front warehouse model [1] Group 2 - Walmart opened a new store in Shenzhen, closely replicating the structure of Hema NB and Aoleqi, which sparked widespread industry discussion [1] - Hema announced its annual profitability, with its "Hema NB" brand, established only two years ago, playing a significant role in this achievement, boasting 234 stores and an annual sales per store of 45 million yuan [1] - Meituan's Xiaoxiang Supermarket and JD's Seven Fresh are re-entering the community supermarket space, with Meituan focusing on online instant retail and JD accelerating warehouse-store construction [1][4] Group 3 - Hema NB is highlighted as a noteworthy case among community discount stores, having evolved from past failures through precise market positioning and unique product selection strategies [2] - Hema NB employs a "self-operated + franchise" dual-track operation model, leveraging community engagement and private domain operations for rapid expansion at low costs [2] - The success of Hema NB is attributed to its strong supply chain advantages and digital operational capabilities, utilizing global sourcing to procure high-quality products while reducing costs and waste [2] Group 4 - The entry of Meituan and JD into the community discount store sector introduces new competition, with Meituan leveraging its local life ecosystem and traffic channels for growth [4] - JD Seven Fresh is accelerating its expansion in the instant retail sector, aiming for comprehensive coverage through its delivery system and Seven Fresh supermarkets [4] - The competitive landscape in community discount stores is evolving, with Hema NB currently leading due to its established product system and brand recognition, while Meituan and JD are striving to catch up [4]