以下文章来源于新零售 ，作者联商网编辑部 新零售 . 中国零售门户网站联商网出品，全面关注新零售、新业态、新门店。 出品 /联商网 撰文 /西泠雪 京东开始出手发力折扣超市了。 8月16日，京东折扣超市全国首店在河北涿州正式开业 ， 备受业内关注。 涿州门店是京东继北京试点后的规模化落地，此次以大型门店形态亮相，也标志着京东以深度整合的供应链优势为支点，全面进军线下大型折扣零售赛道。 开业首日，联商网对京东折扣超市涿州门店进行了实地探访，京东打造的"硬折扣"模式有哪些亮点？下一步又有哪些发展规划？ 01 一家 " 超级 " 折扣超市 联商网在现场看到， 该店 位于 河北 涿州 市 清凉寺街道范阳中路 590号君悦广场，门店面积达5000m²，精选超5000款高性价比的民生商品。 开业当 天，现场人气爆棚，客流如织 。 区别于行业内已有的小店型、商品种类有限的折扣超市，京东折扣超市首店汇集日用百货、生鲜食品、快消品、酒水饮料等各个品类，占地面积与商品数量 均是行业常规的 3-4倍。 ▲ 生鲜区 ▲ 百货 区 ▲9.9元/斤专区 ▲ 熟食区 ▲ 烘焙区 ▲零食区 ▲调味品区 ▲ 肉品区 ▲ 水产区 肉品和水产主打 ...

Group 1 - JD.com plans to open five discount supermarkets in Suqian, Jiangsu, and Zhuozhou, Hebei, in August, with prices generally lower than conventional market prices [1][2] - The first store in Zhuozhou will cover an area of 5,000 square meters and offer over 5,000 high-cost-performance daily goods [1][2] - The discount supermarket model is gaining traction among e-commerce platforms, with Meituan's "Happy Monkey" project set to launch its first store in Hangzhou by the end of August, targeting 1,000 stores [1][2] Group 2 - The discount supermarket business focuses on high-cost-performance products to attract consumers, representing a key strategy for e-commerce platforms to expand offline and seek new growth avenues [5] - Other players in the market, such as Dingdong Maicai and Hema, are also developing their discount supermarket formats, with Dingdong's first "Dingdong Outlet" community store opening in Shanghai and Hema's discount stores rapidly increasing in number [5]

Core Insights - Major internet companies are rapidly entering new business areas, particularly in the community discount supermarket sector, with Meituan's "Happy Monkey" supermarket set to open soon, despite the company denying the reports [1][4] - The community discount supermarket model, exemplified by Hema NB, is gaining traction, with Hema NB's store count reaching 303 in just two years, indicating a successful expansion strategy [5][7] Community Store Acceleration - The community store model has become a hot investment area in the retail market, with companies like Walmart and JD also exploring similar formats [4] - Despite the buzz, the expansion of community discount stores has been slow historically, with examples like Aoleqi taking four years to grow its store count significantly [4][5] Hema NB's Rapid Growth - Hema NB has successfully expanded through a "1+N" model, focusing on densely populated areas and offering self-pickup points for online orders, which has contributed to its rapid growth [5][7] - Hema NB aims to achieve a profitable model with a target of 150,000 RMB in monthly sales and a 15% gross margin, which, if successful, will lead to nationwide expansion [5][7] Discount Store Model Evolution - The community discount store model is characterized by hard discount strategies, which have become increasingly popular among consumers in China [8][9] - The global discount retail market shows that China has significant room for growth, with only 3.8% of retail sales currently coming from discount retail [8] Supply Chain and Pricing Strategy - Hema NB's pricing strategy includes significant discounts on everyday items, leveraging a streamlined supply chain and a focus on self-branded products to maintain low prices [18][19] - The model emphasizes the importance of supply chain efficiency, allowing for competitive pricing and improved inventory turnover [18][19] Challenges and Market Dynamics - The community supermarket sector is becoming increasingly competitive, with new entrants and established players like Lianhua and Aoleqi intensifying the price competition [21][22] - The franchise model adopted by Hema NB, while enabling rapid expansion, poses risks as profitability heavily relies on consistent sales performance at individual stores [21][22]

Core Viewpoint - The article discusses the rapid expansion and competitive positioning of Xiaoxiang Supermarket, which is approaching the scale of Pupu Supermarket and surpassing Dingdong Maicai in terms of GMV, with a projected GMV of nearly 30 billion in 2024 [2][6]. Group 1: Company Expansion and Market Position - Xiaoxiang Supermarket is currently in a phase of accelerated expansion, with over 700 warehouses opened domestically and simultaneous overseas expansion [2][4]. - The company has opened 18 cities, including three in Beijing and surrounding areas, eight in Shanghai and Jiangsu-Zhejiang regions, and five in the Guangzhou-Shenzhen area [5]. - Xiaoxiang Supermarket's GMV is projected to reach nearly 30 billion in 2024, surpassing Dingdong Maicai's 25.5 billion GMV, while Pupu Supermarket is expected to exceed 30 billion [6][11]. Group 2: Competitive Landscape - Unlike Pupu Supermarket and Dingdong Maicai, Xiaoxiang Supermarket maintains a strategy of nationwide simultaneous expansion, initially focusing on first-tier cities before moving to popular surrounding cities [7]. - Dingdong Maicai has recently closed several underperforming cities and is focusing on strengthening its presence in the East China region [11]. - In Beijing and Shenzhen, Xiaoxiang Supermarket has a significant market share, with users reporting frequent usage [12][13]. Group 3: Financial Performance and Profitability - Xiaoxiang Supermarket is currently operating at a loss overall, with profitability mainly in first-tier cities, while expansion into second and third-tier cities incurs losses [15]. - Dingdong Maicai has achieved its first GAAP profit in 2024, but its stock price has not reflected this success [15]. - The industry is characterized by low profit margins, with net profit margins often below 1% [14][15]. Group 4: Supply Chain and Operational Efficiency - The article highlights the importance of supply chain management, with Pupu Supermarket achieving low delivery costs through efficient operations [18]. - Xiaoxiang Supermarket has a diverse warehouse model, with capacities ranging from small to large, and is focusing on operational efficiency and investment returns [19][20]. - The company is also exploring the expansion of its SKU offerings to enhance competitiveness [20]. Group 5: International Expansion - Xiaoxiang Supermarket has begun its international expansion, launching in Riyadh, Saudi Arabia, and plans to continue expanding into other regions, including Brazil [21][22]. - The company is leveraging its overseas delivery platform, Keeta, to facilitate its entry into the Saudi market [22][25]. - The strategic choice of Saudi Arabia is based on consumer behavior regarding delivery costs, which are expected to remain high in the short term [25]. Group 6: Future Outlook - Xiaoxiang Supermarket is positioned as a key component of Meituan's retail strategy, with plans to enhance its market presence in the fast-growing instant retail sector [27][28]. - The company aims to capture a significant share of the e-commerce market, which is projected to reach several trillion in scale [27].