36氪独家获悉，美团在社区折扣超市"快乐猴"之外，其前置仓业务小象超市也在筹备新的线下店项目。 新项目将采用大店模式，于今年6月正式立项，由小象超市既有团队负责，首店预计今年12月在北京开 出。 至此，美团的线下布局可以概括为"两条腿走路"：线下折扣项目"快乐猴超市"划分至社区团购业务"美 团优选"，对标盒马NB、奥乐齐等社区超市；大店项目由小象超市团队负责，跳出社区做大店，整体选 品定位也更贴近目前小象超市的中高定位。 美团的线下布局，伴随着新业务的优化与转向而生。今年4月，36氪曾独家报道小象超市即将开设线下 店，社区折扣店、大店均在考虑范围；6月下旬，美团优选宣布退出亏损区域，仅保留杭州、广东等少 数地区的业务，而小象超市从今年1月起开始酝酿的"快乐猴超市"转而交由原优选团队负责，保留了优 选仓储中心的杭州成为开店第一站；同样是在6月，小象内部将大店立项——与持续亏损的社区团购相 比，即时零售跑出了确定性需求，美团也从优选业务中离场，转而抢夺线下阵地的增量市场，这构成了 美团新业务的最新变化。 目前，快乐猴超市在杭州的筹备已经基本完成，位于杭州市拱墅区大关路的首店将于8月29日开业，门 店SKU约170 ...

Core Viewpoint - The competition in the hard discount supermarket sector is intensifying as major players like JD, Meituan, and Hema accelerate their expansion efforts, driven by consumer demand for low prices and high cost-effectiveness [3][5][6]. Group 1: Market Dynamics - JD plans to open five discount supermarkets in Jiangsu and Hebei by August, with the first store in Zhuozhou covering 5,000 square meters [3]. - Meituan's "Happy Monkey" supermarket aims to open ten stores by 2025, with a long-term goal of 1,000 locations, focusing on major cities [3]. - Hema's discount brand, Hema NB, has nearly 300 stores, primarily in East China, showcasing the rapid growth of hard discount formats in the region [4]. Group 2: Competitive Landscape - The hard discount supermarket model is gaining traction due to its focus on low prices, but success hinges on high cost-effectiveness and product quality [5][6]. - Major players like Hema NB and Wumart are already operating established hard discount stores, with Wumart planning to open 25 stores by the end of the year [6][8]. - Hema NB emphasizes low prices and high-quality products, with a significant portion of its inventory consisting of private label goods [7][8]. Group 3: Supply Chain and Strategy - The operational strategy of hard discount supermarkets involves leveraging supply chain advantages, reducing SKU counts, and increasing private label offerings to achieve low prices [6][9]. - Hema NB and Wumart have streamlined their SKU counts to around 1,300 and 1,500, respectively, compared to traditional supermarkets that often exceed 8,000 SKUs [7][8]. - The focus on familiar regions for expansion indicates a strategy to build competitive advantages through established supply chains [9]. Group 4: Challenges and Future Outlook - Despite the aggressive expansion, the hard discount supermarket model faces challenges, including the need for effective SKU management and strong private label development [9][10]. - Historical failures, such as the decline of the hard discount pioneer Biede, highlight the risks associated with rapid expansion without a solid operational foundation [9][10]. - Analysts suggest that maintaining a balance between price and quality, along with supply chain optimization, will be crucial for long-term success in the hard discount sector [10].

Core Insights - The competition in the hard discount supermarket sector is intensifying as major players like JD, Meituan, and Hema accelerate their expansion plans, responding to consumer demand for low prices and high value [2][3][5] - The hard discount supermarket model is gaining traction in China, with significant growth potential as evidenced by a projected increase in global discount product sales by $6.11 billion in 2024 [5][6] - Successful hard discount supermarkets focus on a limited SKU range, emphasizing private label products to maintain low prices while ensuring quality [6][9] Company Strategies - JD plans to open five discount supermarkets in Jiangsu and Hebei, with the first store in Zhuozhou covering 5,000 square meters [2] - Meituan's "Happy Monkey" supermarket aims to establish 10 stores by 2025, with a long-term goal of 1,000 locations, primarily in major cities [2] - Hema's discount brand, Hema NB, has nearly 300 stores, primarily in East China, and focuses on a streamlined product offering [2][5] Market Dynamics - The hard discount supermarket sector is characterized by a focus on high cost-performance ratios, with consumers increasingly prioritizing value over mere low prices [3][10] - The competitive landscape includes traditional supermarket giants like Wumart and specialized players like Aoleqi and Le'erle, all vying for market share [2][5] - The operational strategies of hard discount supermarkets involve leveraging supply chain advantages and reducing SKU counts to enhance efficiency and pricing [5][6] Consumer Behavior - Consumers are drawn to hard discount supermarkets for their affordability and quality, with a notable preference for stores that cater to everyday needs [7][9] - The success of hard discount formats hinges on their ability to meet consumer expectations for both price and product quality, as seen in the offerings of Wumart and Hema NB [6][10] Challenges and Considerations - Despite the growth potential, the hard discount supermarket model requires careful management of supply chains and product selection to avoid pitfalls experienced by earlier entrants like Biyide [9][10] - Companies must balance price competitiveness with product differentiation to avoid a race to the bottom, which could harm brand reputation and sustainability [10]

Core Viewpoint - The competition in the hard discount supermarket sector is intensifying as major players like JD, Meituan, and Hema accelerate their expansion efforts, driven by consumer demand for high cost-performance products [1][3][5]. Group 1: Market Dynamics - JD plans to open five discount supermarkets in Jiangsu and Hebei by August, with the first store in Zhuozhou covering 5,000 square meters [1]. - Meituan's "Happy Monkey" supermarket aims to open ten stores by 2025, with a long-term goal of 1,000 locations, focusing on major cities [1]. - Hema's discount brand, Hema NB, has nearly 300 stores, primarily in East China, showcasing the rapid growth of this retail format [1][3]. Group 2: Competitive Landscape - Traditional supermarket giants like Wumart and specialized players such as Aoleqi and Le'erle are also competing fiercely in the hard discount space [1]. - The hard discount supermarket model is gaining traction due to its focus on low prices, but success hinges on offering high cost-performance products rather than just low prices [1][3]. Group 3: Growth Potential - According to Nielsen IQ, global discount product sales are projected to increase by $6.11 billion in 2024, indicating a robust growth trajectory for the hard discount retail channel [2]. - The hard discount supermarket sector in China is experiencing rapid development, with a growth rate of 8.2%, making it the third fastest-growing retail channel in the past year [3]. Group 4: Operational Strategies - Hard discount supermarkets like Wumart's "Wumart Super Value" and Hema NB are optimizing their supply chains and reducing SKU counts to maintain low prices [3][4]. - Wumart's "Wumart Super Value" stores have around 1,300 SKUs, significantly lower than traditional supermarkets, with over 60% of products being private label [3][4]. Group 5: Challenges and Considerations - Despite the aggressive expansion, the success of hard discount supermarkets is not guaranteed, as evidenced by past failures like Biede, which struggled with operational management [6]. - Industry experts emphasize the need for companies to enhance their decision-making capabilities and explore differentiated products to avoid homogenization in the market [6][7].

Group 1 - The core point of the article is that Hema has officially abandoned its strategy of competing with Sam's Club by closing its last X membership store, marking a significant shift in its business model as it focuses on Hema Fresh and Hema NB [2][3] - Hema's initial strategy involved two directions: "going up" with Hema Fresh and X membership stores to compete with high-end retailers like Sam's Club, and "going down" with Hema Outlet and Hema NB targeting lower price points [3][4] - The failure of the X membership store is attributed to its inability to generate profit, with reports indicating that the store in Beijing closed just seven months after opening due to insufficient customer traffic and financial losses [4][5] Group 2 - Hema's supply chain capabilities have been called into question, particularly in light of recent food safety issues and high product wastage rates, which hinder its competitiveness against established players like Sam's Club and Costco [5][6] - The new CEO of Hema, Yan Xiaolei, is focusing on Hema NB as a key growth area, which operates as a community discount store model and allows for franchise expansion, aiming to achieve profitability in the upcoming fiscal year [6][7] - Competition is intensifying as both Meituan and JD.com are launching their own discount supermarket formats, with Meituan planning to open 1,000 stores, posing a significant challenge to Hema's market position [6][7] Group 3 - Hema's strategic value may lie in its role within Alibaba's broader consumer platform strategy, as it integrates with Alibaba's e-commerce initiatives, such as the launch of Hema sections on Taobao and the 88VIP membership benefits [8] - The shift in competition from Sam's Club to Meituan and JD.com highlights the increasing pressure on Hema to adapt and expand its market presence, particularly in lower-tier cities [7][8] - Despite the challenges, Hema's past positioning as a pioneer in "new retail" under Alibaba's vision remains a significant aspect of its identity, although the current market realities are increasingly difficult [8]

Group 1 - The core viewpoint of the articles highlights the increasing competition in the hard discount retail sector, with major players like JD.com, Meituan, and Hema aggressively expanding their discount supermarket formats to capture consumer demand for low prices and high value [1][2][5] - JD.com plans to open five discount supermarkets in Suqian, Jiangsu, and Zhuozhou, Hebei, with the first store in Zhuozhou covering an area of 5,000 square meters, set to open on August 16 [1] - Meituan's "Happy Monkey" supermarket is set to open in Hangzhou by the end of August, with plans to establish 10 stores by 2025 and a long-term goal of 1,000 stores across major cities [1][2] Group 2 - The hard discount supermarket model is gaining traction due to its focus on low prices, with a significant increase in global discount product sales projected at $6.11 billion in 2024, and discount retail channels growing by 8.2%, making it the third fastest-growing retail channel in the past year [2] - The competition in China's hard discount sector is intensifying, with traditional supermarket brands and platform-based companies all increasing their presence, as evidenced by Hema NB and Wumart already operating established discount stores [2][3] - Hema NB and Wumart's discount stores operate with a significantly reduced SKU count, focusing on high-frequency necessities, with Wumart's "Wumart Super Value" offering around 1,300 SKUs, only 15% of a typical hypermarket's SKU count [3][4] Group 3 - The operational strategies of hard discount supermarkets involve leveraging supply chain advantages, reducing SKU counts, and increasing private label products to achieve low prices [3][4] - Hema NB promotes a "daily low price, every item a hit" strategy, with around 1,000 to 1,200 SKUs, over 60% of which are fresh products, and private label products making up 35% of its offerings [3][4] - The focus on local markets and supply chain efficiency is crucial for attracting consumers, as companies like Hema NB and Wumart concentrate their efforts in familiar regions to build competitive advantages [5][6] Group 4 - The hard discount supermarket sector is characterized by a need for companies to maintain a balance between price and quality, as consumer preferences shift towards high value and quality products [2][6] - Analysts emphasize the importance of differentiation in product offerings to avoid homogenization in the market, suggesting that companies must continuously enhance their competitive edge to attract consumers [6] - The competitive landscape is expected to evolve towards a more diversified market, where unique competitive advantages will be essential for all participants [6]

Core Insights - Meituan's first "Happy Monkey" supermarket is set to open in Hangzhou by the end of August, with plans to establish 10 stores by 2025 and a long-term goal of 1,000 stores in major cities like Hangzhou, Shanghai, Beijing, and Guangzhou [1][3] - The supermarket will focus on "hard discount retail," positioning itself against competitors like Hema NB, with initial store sizes ranging from 800 to 1,000 square meters [1][3] - This marks Meituan's renewed attempt in offline retail after the failure of its previous venture, Xiaoxiang Fresh, which closed all stores in 2020 due to poor site selection and cost control [1][3] Business Strategy - The leadership of Happy Monkey includes experienced personnel from Meituan's previous retail initiatives, ensuring a strong operational foundation [4] - The hard discount model emphasizes high self-owned brand sales, potentially exceeding 50%, which enhances market pricing power and profit margins [5][6] - Happy Monkey aims to leverage Meituan's supply chain advantages, focusing on direct sourcing from farms to offer competitive pricing on fresh produce [10][11] Market Positioning - Happy Monkey differentiates itself by offering a streamlined selection of around 1,200 SKUs, focusing on high-frequency essential items, which allows for cost reduction through centralized purchasing [10][13] - The supermarket targets the lower-tier markets in first and second-tier cities, avoiding high-end shopping districts, thus creating a competitive edge against Hema and Aldi [13][16] - The pricing strategy aims to provide 15%-30% lower prices on fresh products compared to other retail brands, appealing to price-sensitive consumers [10][13] Competitive Landscape - Happy Monkey's entry poses a threat to established players like Hema and Aldi, prompting them to adjust their promotional strategies in response [13][16] - Meituan's extensive delivery network of 8 million riders positions Happy Monkey to offer rapid delivery services, enhancing its competitive advantage in the instant retail space [19][21] - The supermarket's model is designed to complement Meituan's existing online services, creating a dual-channel approach that integrates online and offline retail [17][23] Future Outlook - The success of Happy Monkey will depend on its ability to maintain low prices while ensuring quality, which is critical for capturing market share in the competitive hard discount sector [23] - Meituan's strategy to utilize its existing resources and infrastructure aims to fill gaps in its offline retail presence, potentially reshaping the traditional retail landscape [23]

Group 1 - Berkshire's Vice Chairman Charlie Munger admitted to misjudging Alibaba, stating it was one of his biggest mistakes due to the competitive nature of the retail business in China [1] - The new retail landscape is evolving with companies like Alibaba, JD, and Meituan combining long-distance e-commerce with instant retail, indicating a shift in strategy [1][4] - Meituan is launching a new discount supermarket called "Happy Monkey," which aims to compete with Alibaba's Hema NB, reflecting the trend towards hard discount models in retail [1] Group 2 - JD's CEO Liu Qiangdong explained that all of JD's companies, including its foray into food delivery, are aimed at serving the supply chain, particularly for fresh produce [4] - The competition in the food delivery market is intensifying, with major players focusing on integrating instant retail into their strategies, particularly through community-based hard discount supermarkets [4][5] Group 3 - The Chinese online food delivery market is stabilizing, with a projected market size of 1.6357 trillion yuan in 2024, growing by 7.2% year-on-year, indicating a slowdown in growth [7] - The competition for market share is increasingly focused on retaining existing users who are attracted by discounts, leading to a situation where merchants face challenges in profitability [7][9] - Meituan reported over 100 million daily orders for instant retail, with a significant portion coming from non-food categories, highlighting the importance of community supermarkets in this competitive landscape [9] Group 4 - Hema has undergone multiple iterations to find an efficient business model, achieving over 75 billion yuan in GMV for the fiscal year 2025, with online transactions contributing over 60% [10][12] - Meituan's Xiaoxiang supermarket is projected to reach nearly 30 billion yuan in GMV for 2024, although it has not yet achieved profitability [12][14] Group 5 - The rise of hard discount supermarkets in China is attributed to the pandemic's impact on supply chains, leading to a surge in demand for discounted products [15] - Successful international models like Aldi and Sam's Club have influenced the domestic market, with local brands and e-commerce platforms entering the hard discount space [15][17] - The competitive landscape for hard discount supermarkets is intensifying, with brands needing to excel in supply chain management and customer experience to build loyalty [19]

Core Viewpoint - Meituan is re-entering the offline retail market with its new hard discount supermarket project "Happy Monkey," aiming to leverage synergies with its existing businesses and align with its long-term strategy in grocery retail [3][4][6]. Group 1: Project Launch and Strategy - The "Happy Monkey" supermarket is set to officially open by the end of August this year, with a target of 20 stores in 2023 and 200 stores in 2024, starting in Beijing and Hangzhou [4]. - The store size will range from 800 to 1000 square meters, with over 50% of the space dedicated to fresh produce and a total of 1200 SKUs [4][12]. - The project is positioned to compete with Hema NB, focusing on high-quality products at competitive prices through optimized supply chains and reduced operational costs [12][16]. Group 2: Market Context and Consumer Trends - The discount retail market in China is rapidly growing, with an estimated market size of approximately 1.79 trillion yuan in 2023, accounting for about 3.8% of total social retail sales [15]. - A significant portion of consumers (33%) are concerned about rising food prices, indicating a demand for high-quality yet affordable products [15]. - The hard discount model is particularly appealing in the context of consumer trends towards quality and value amidst economic pressures [13][15]. Group 3: Competitive Landscape and Supply Chain - Competitors like Aldi and Hema NB have successfully established themselves in the hard discount sector, with Aldi reporting over 500 low-priced products and Hema NB undergoing a brand upgrade [12][13]. - Meituan's strategy includes leveraging its existing supply chain from previous projects like Meituan Preferred and integrating suppliers from its past ventures [18][20]. - The focus on self-operated products will be crucial for maintaining competitive pricing and quality, with Meituan already having a significant number of self-branded products [20][21]. Group 4: Synergies with Existing Operations - The "Happy Monkey" project is expected to enhance Meituan's existing instant retail operations, which currently boast a peak daily order volume of 150 million [23]. - The integration of offline stores will provide a more comprehensive local retail experience, addressing the limitations of purely online models [27][28]. - Meituan aims to create a "big supermarket" model by connecting local demand, supply, and logistics, thereby enhancing its market presence and consumer engagement [27][28].

Core Viewpoint - Meituan is set to re-enter the offline retail market with its hard discount supermarket project "Happy Monkey," aligning with its long-term strategy in grocery retail [2][22]. Group 1: Project Launch and Background - The "Happy Monkey" supermarkets will officially open by the end of August, with initial locations in Beijing and Hangzhou, and plans for nationwide expansion [2][4]. - This marks Meituan's return to physical stores after shutting down its previous fresh food chain, Xiaoxiang, five years ago [2][12]. - The project has been in preparation since March, with recruitment for various managerial positions in major cities [2][4]. Group 2: Market Positioning and Strategy - "Happy Monkey" aims to compete in the hard discount retail sector, targeting high cost-performance products through optimized supply chains and reduced operational costs [8][14]. - The supermarket will focus on self-operated products, which are crucial for maintaining competitive pricing and quality [15][17]. - The hard discount retail market in China is rapidly growing, with a market size of approximately 1.79 trillion yuan, accounting for 3.8% of total social retail sales in 2023 [11][12]. Group 3: Competitive Landscape - Competitors like Aoleqi and Hema NB have successfully established themselves in the hard discount space, with Aoleqi reporting over 500 low-priced products and significant sales on opening days [9][11]. - Meituan's strategy includes leveraging its existing logistics and supply chain capabilities to enhance its offline retail presence [13][20]. Group 4: Synergy with Existing Operations - The launch of "Happy Monkey" is expected to create synergies with Meituan's existing instant retail operations, enhancing local supply and demand connections [19][22]. - Meituan's instant retail business has a peak daily order volume of 150 million, supported by a vast network of local merchants and delivery personnel [20][22]. - The integration of "Happy Monkey" with Meituan's other retail initiatives aims to provide a comprehensive local retail solution, addressing diverse consumer needs [21][22].