来源：晋才晋商 "店里有什么就拿什么，有卡的就赶紧花吧。"一位在美特好工作了十年的员工打电话给亲友，声音中透 着急切。随后短短几天，美特好多家门店出现抢购潮，货架被一扫而空。 这场风暴始于12月10日美特好的一则公告："自12月11日起，现有门店进入集中焕新升级调整期。"同 时，公司关闭了线上到家业务，引导消费者前往"开心大集"门店使用余额。 看似普通的业务调整，却成了压垮消费者信心的最后一根稻草。公告发布后，持卡消费者涌入门店抢 购，导致本已缺货的雪上加霜。 01 危机征兆，从忻州闭店到全省挤兑 这场危机并非毫无征兆。早在今年10月，美特好宣布关闭14家门店，已引发第一波恐慌。当时，部分门 店出现货架空置、补货延迟现象，一些日常必需品如肥皂、洗发水等断供。 更令人担忧的是，社交媒体上开始有供应商爆料美特好拖欠货款。清徐一家企业声称被欠款200多万 元，这些信息进一步动摇了市场信心。 12月10日晚，美特好创始人储德群在朋友圈坦言："舆情带节奏，挤兑已3个多月，现金流危机非常严 峻。"这位山西零售业的领军人物不得不公开呼吁消费者理性消费，尽量使用现金而非储值卡。 02 恶性循环，恐慌与挤兑的双重打击 美特好作 ...

Core Viewpoint - The closure of Meitehao Supermarket in Xinzhou is indicative of a broader decline, attributed to multiple factors including decision-making errors, failure to adapt to market changes, pricing issues, and lack of trust with suppliers [1][3][4]. Company Overview - Meitehao Supermarket was once a leading private enterprise in Shanxi, ranking among the top ten private companies in Taiyuan and excelling in the retail sector [2]. Reasons for Decline - The decline of Meitehao is not due to a single cause but a combination of factors, including strategic missteps and failure to keep pace with industry developments [3][4]. - The company is attempting to pivot from traditional supermarket retail to experiential consumption, represented by the "Happy Market" initiative, but market conditions are not favorable [6]. Operational Challenges - Following the closure in Xinzhou, operations in other cities like Changzhi and Jincheng are also struggling, with signs of instability even in Taiyuan, the company's base [6]. - There is a significant issue with customer trust, as the supermarket faces a "run" on its gift cards, leading to empty shelves and exacerbating its financial troubles [7][9]. Financial Obligations - Meitehao is reportedly unable to fulfill payment obligations to suppliers, with one company publicly stating that it is owed over 2 million yuan for products [12]. - The company's financial strain is further highlighted by its inability to refund customers for unused gift cards, raising questions about its long-term viability [12]. Market Sentiment - There is a growing sense of urgency among employees and customers, with advice circulating to use gift cards quickly, indicating a lack of confidence in the company's future [14].