Core Insights - The article discusses the intense price competition in the hard discount retail sector in China, particularly focusing on brands like Meituan's "Happy Monkey," JD's discount supermarket, and Aldi, which is considered the pioneer of hard discounting [1][2][4]. Group 1: Market Dynamics - The hard discount sector is witnessing a rapid expansion, with over 20 new stores opened by major players like Meituan, Alibaba, and JD in the Jiangsu, Zhejiang, and Shanghai regions [2]. - Aldi has established a significant presence in China with 79 stores, primarily in Shanghai, and has recently opened its first store in Changzhou [2][5]. - The competition is characterized by a focus on low prices for essential items like bottled water and eggs, with brands engaging in aggressive pricing strategies to attract customers [1][4]. Group 2: Business Models and Strategies - Different brands have distinct positioning and site selection strategies; for instance, "Happy Monkey" emphasizes affordability, while JD's discount supermarket focuses on a larger store format with a wide range of products [4][5]. - Aldi's strategy includes a high proportion of private label products, which account for 90% of its sales, allowing for better pricing control and customer loyalty [5][11]. - The "215" model proposed by Hema (盒马) suggests a store size of 600-800 square meters, aiming for daily sales of 150,000 yuan and a gross margin of 15% [6][9]. Group 3: Profitability and Cost Control - The profitability of hard discount brands hinges on their ability to control costs and build a strong private label portfolio, which can lead to better pricing power and supply chain management [11][12]. - Aldi's approach to cost control includes larger single-item purchases and a high percentage of private label products, enhancing its bargaining power with suppliers [9][10]. - The article notes that while low prices attract customers, the challenge remains for hard discount brands to achieve sustainable profitability without compromising on product quality [11][14]. Group 4: Future Outlook - The hard discount sector in China is expected to evolve, with potential for richer development directions as brands strive to enhance their private label offerings and operational efficiencies [14][15]. - The competition may drive the retail industry towards more efficient and pragmatic practices, benefiting consumers through better pricing and product quality [15].