硬折扣业态热度又起 今年下半年，硬折扣超市被互联网大厂推到台前，成了线下零售最热的赛道之一。 8月末，盒马NB战略升级并更名为"超盒算NB"，全国17家门店集中开业，年底还将开放多城加盟；京东折扣超市全国已开9家门店；美团"快乐猴"两个月 落地5家门店，并与京东几乎同时向北方市场推进；物美也把"物美超值"在北京多区域铺开。 作者/十里 ID/lingshouke 1 ▲这是灵兽第1733篇原创文章 一方面，传统零售企业在调改、创新、转型；另一方面，互联网大厂重回线下开店。 外资玩家奥乐齐同样在加速，自2019年进入中国后，今年3月启动"出沪入苏"，在苏州、无锡、常州新增7店；截至9月底，其在中国已开出79家门店，节 奏不快，但扩张持续。 大厂为何在这个节点集体下场？原因很现实：消费更理性、价格更敏感，谁能把蔬果、粮油米面等日常刚需"卖得更便宜、更稳定"，谁就更容易拿到增 量。更关键的是，硬折扣天然适合做线下高频入口，能反哺线上流量，也更方便和到家业务打通。 这恰好解释了大厂的优势：供应链整合能力强、规模议价更有力，直采也更容易做深做广；同时，数字化能把选品、定价、补货、损耗控制做成系统， 把"高周转"变成可复 ...

Core Viewpoint - The retail industry is experiencing a structural differentiation, with resource-based giants making strides while smaller players are gradually fading or being restructured [38][69]. Group 1: Retail Expansion and Strategies - Major players in the "new retail" sector are actively opening new stores, indicating a potential recovery in the supermarket industry [3][35]. - JD's Seven Fresh has transformed from an "online grocery" model to an instant retail platform with physical store experiences and supply chain capabilities [6]. - Hema is expanding aggressively in the Yangtze River Delta, with a focus on county-level markets to tap into consumer potential [9][10]. - Hema's strategy has evolved to include multiple formats, emphasizing community experiences and instant delivery [10][20]. - By early 2025, Hema achieved its first annual profit since its inception, with nearly 430 stores across 50 cities [21][22]. Group 2: Regional Players and Market Dynamics - Regional supermarket leaders like Biyoute are also expanding, with plans to open 14 new stores in 37 days across northeastern provinces [26][30]. - Fresh Legend plans to double its store count, aiming for 500 locations by 2026, indicating a strong regional focus [32]. - The expansion efforts of these companies are not blind but are based on a strategy of integrating warehouses and stores with strong supply chains [34]. Group 3: Industry Challenges and Performance - Despite some positive signals from leading companies, many traditional small and medium-sized supermarkets are still in an adjustment phase, with store closures being common [35][37]. - A survey by CCFA revealed that 57.4% of surveyed supermarket companies experienced a decline in total sales, indicating significant pressure on the industry [42]. - The phenomenon of "increased revenue without increased profit" is prevalent, with 53.2% of supermarkets reporting a decline in net profit [45][46]. - The overall number of stores in the sample decreased by approximately 1.8% in 2024, reflecting a reduction in expansion desires [47]. Group 4: Performance of Listed Retail Companies - Among 10 listed retail companies, 6 reported a decline in revenue in the first quarter of 2025, with notable drops from Yonghui Supermarket and Zhongbai Group [57][58]. - Only two companies, Bubugao and Sanjiang Shopping, achieved both revenue and profit growth in the same period [63]. - The overall performance of the supermarket industry in 2025 does not indicate a full recovery but rather a new phase of intensified differentiation [64][69]. Group 5: Future Outlook - The future retail market is expected to be dominated by strong players, with instant retail, membership stores, and community commerce becoming the main competitive arenas [66][67]. - Companies that can adapt to new consumer trends and leverage supply chain and digital capabilities are likely to survive and seize new opportunities in the industry restructuring [67].