本文为节选内容 更多报告，关注公众号：大消费市场调研 美团：复用配送网络强化规模效应，闪电仓模式迅速拓宽市场 美团的即时零售业务主要包括美团闪购、小象超市。1）美团闪购：采用与各类零售商家以及本地商家合作的模式，依托美团外卖配送网络，提供日用 品、食品、医药健康等商品的快速配送服务。其中闪电仓是一种纯线上的便利店前置仓模式，由美团闪购于2020 年推出，专注于服务线上用户，能够在 半小时内将商品送达消费者手中。商家负责选址、租仓、采购、日常运营及人员管理，美团提供线上流量扶持、选品建议、智能调度系统（如牵牛花系 统）及履约培训，帮助商家优化库存周转和配送效率。据21 世纪商业评论数据，一个闪电仓的投资门槛为25 万元，大部分为货品成本，其余为房租、货 架、人员成本，总投资额为20-50 万元。2）小象超市：美团自营的即时零售前置仓项目。据联商网数据，初始投入约200 万元左右。 | 业态名称 | 推出时间 | 模式特点 | 经营状态 | | --- | --- | --- | --- | | 快驴 | 2016 年 | B2B 生鲜批发 | 公司中 | | 小象生鲜(原掌鱼生鲜) | 2017 年 | 自营生 ...

Core Viewpoint - JD.com is making a significant move into the discount supermarket sector with the opening of its first store in Zhuozhou, Hebei, on August 16, marking a strategic expansion into offline large-scale discount retail [5][6]. Group 1: Store Features and Offerings - The Zhuozhou store spans 5000 m² and offers over 5000 high-quality daily necessities, significantly larger than typical discount supermarkets [7][9]. - The store features a wide range of categories including daily goods, fresh food, fast-moving consumer goods, and beverages, with product variety and store size being 3-4 times larger than industry norms [9]. - Freshness and safety are emphasized in the meat and seafood sections, with strict quality control measures in place to ensure customer confidence [23]. - A self-service area is provided for customer convenience, offering items like disposable gloves and microwave services, enhancing the overall shopping experience [28]. Group 2: Strategic Positioning and Consumer Trends - JD.com positions its discount supermarket with a focus on "good products at low prices," responding to a shift in consumer behavior towards value and quality over brand prestige [29][32]. - The store promotes a rational consumption philosophy, encouraging consumers to prioritize essential needs and avoid impulsive purchases [32]. - Competitive pricing is highlighted with examples such as 9.9 yuan for 30 fresh eggs and 19.99 yuan for 10 kg of rice, aligning with consumer demands for both affordability and quality [34]. Group 3: Expansion Plans and Market Context - Following the Zhuozhou opening, JD.com plans to accelerate its expansion with four new stores set to open in Suqian, Jiangsu, on August 30, and a second store in Hebei in September [28]. - The discount retail sector is projected to reach a market size of 2.28 trillion yuan by 2025, indicating a growing trend towards value-oriented shopping [50]. - Competitors in the discount retail space are rapidly increasing, with traditional supermarkets and new retail players like Dingdong Maicai and Hema also entering the market [50][54]. Group 4: Industry Dynamics and Future Outlook - The discount retail sector is experiencing explosive growth, with various players, including both domestic and international brands, actively expanding their presence [50][54]. - The rise of discount retail aligns with a broader consumer trend towards quality and value, as consumers seek to balance cost with product quality [56]. - Industry experts suggest that the trend towards discounting reflects a societal shift, with businesses encouraged to focus on core competencies to thrive in this evolving landscape [56].

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]

Group 1 - JD.com plans to open 5 discount supermarkets in Suqian, Jiangsu, and Zhuozhou, Hebei in August, utilizing a large store format and a wide range of SKUs, with the first store in Zhuozhou covering 5,000 square meters and offering over 5,000 high-cost performance daily goods [1] - The pricing strategy for these discount supermarkets will generally be lower than conventional market prices, leveraging JD.com's supply chain advantages [1] - Other e-commerce platforms are also focusing on the discount supermarket model, with Meituan's "Happy Monkey" project set to open its first store in Hangzhou by the end of August, aiming for 1,000 stores in total [1] Group 2 - The discount supermarket business is seen as a key strategy for e-commerce platforms to expand offline and seek new growth avenues, with competitors like Dingdong Maicai and Hema also developing their own discount supermarket formats [1] - Dingdong Maicai launched its first "Dingdong Outlet" community store in Shanghai in 2023, with a store size of 400-500 square meters, while Hema's discount stores have surpassed 300 locations nationwide as of June 2023 [1]

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].