前言 最近一线城市的超市悄悄打响了价格战。 北京这边，美团 "快乐猴" 晚上 8 点后就开启阶梯折扣，隔两天直接 6 折清货，不少人掐点来捡漏。 上海的某超市也跟着降价，进口肉、澳洲牛尾便宜了近三成，宝妈们趁着优惠疯狂囤货，把家里常用的 刚需品都塞满了购物车。 超市"价格战"杀疯了！ 你发现没？最近北京门头沟的街坊群里，一半人在晒娃，另一半全在晒"快乐猴"的购物小票。 早上九点刚开门，超市门口就排起"长龙"，比早市还热闹。 电动车、露营车当奖品的抽奖区被大爷大妈围得水泄不通，工作人员拿着小喇叭喊："扫码进群就送纸 巾，群里还发专属优惠券！" 走进1000平的店里，货架上的价签简直像在"撒福利"：16.9元一只的奥尔良烤鸡油光锃亮，13.9元30枚 的无抗鲜鸡蛋装得满满一盒，5.9元4枚的现烤蛋挞还冒着热气，全是家家户户每天都用得上的刚需品。 真正的区别藏在"折扣套路"里：快乐猴晚上8点后搞"阶梯降价"，隔一天打8折，隔两天直接6折清货； 物美超值则更稳，商品上架3天后才打七折，走的是"细水长流"的路子。 有阿姨一手拎着鸡，一手攥着鸡蛋，嘴里念叨："这价格比早市还便宜，多囤点不亏！" 这可不是超市心血来潮的"周 ...

Core Insights - JD Group's Seven Fresh Kitchen has publicly disclosed its list of food suppliers, emphasizing the use of well-known brands for all major categories including oils, grains, and seasonings [3] - The supply chain strategy focuses on high-quality, recognizable brands, with local suppliers for fresh vegetables, ensuring thorough verification of qualifications and inspection reports [3] - Seven Fresh Kitchen aims to maintain transparency in its supply chain by regularly updating and publicizing its ingredient list, and has introduced a 24-hour live kitchen broadcast for consumers [3] Supplier Details - The oil used is non-GMO soybean oil from Golden Dragon Fish, while rice is sourced from October Rice Field's Northeast first-grade rice [3] - Meat and poultry are supplied by reputable companies such as Charoen Pokphand Group, and seasonings come from brands like China Salt and Haitian [3] - Fresh vegetables are processed into ready-to-cook products, ensuring quality and convenience for consumers [3] Business Performance - Since its opening, Seven Fresh Kitchen has seen a continuous increase in order volume, positively impacting the order volume of nearby quality restaurants by over 12% within a 3-kilometer radius [4]

Core Insights - The price war has expanded from food delivery services to the supermarket industry, with significant discounts on essential products [1] - Major players like JD Discount Supermarket, Super Box (formerly Alibaba's Hema NB), and Happy Monkey (Meituan's supermarket brand) are competing aggressively for consumer attention with remarkably low prices [1] - The driving force behind this competition is the concept of "hard discounts," which has become a new battleground for large companies [2] Pricing Strategies - 30 anti-fresh eggs are priced at 11.5 yuan, indicating a significant reduction in prices for basic food items [1] - A box of 12 bottles of 550ml mineral water is sold for 7.9 yuan, showcasing the aggressive pricing strategies employed by supermarkets [1] - 2.5 kilograms of premium soy sauce is available for 19.9 yuan, reflecting the trend of steep discounts on staple products [1] - 5 kilograms of self-operated laundry detergent is priced at 17.8 yuan, further illustrating the competitive pricing landscape [1] Competitive Landscape - The competition is primarily focused on attracting older consumers, as evidenced by the targeting of "大爷大妈" (elderly consumers) in urban areas [1] - The emergence of hard discounts as a strategy indicates a shift in market dynamics, with companies vying for market share through aggressive pricing [2]

Core Viewpoint - The article discusses the rise of "hard discount" supermarkets in China, highlighting their competitive pricing strategies and operational efficiencies that differentiate them from traditional retail models [6][17][48]. Group 1: Hard Discount Concept - Hard discount stores, such as JD Discount Supermarket and Happy Monkey, are characterized by their low prices and stable supply of quality products, unlike "soft discount" stores that primarily sell excess inventory [8][16][18]. - The term "hard discount" refers to the ability to significantly reduce costs across production, marketing, distribution, and retail, leading to lower consumer prices [21][32]. Group 2: Cost Reduction Strategies - Hard discount supermarkets achieve cost reductions by minimizing brand marketing expenses, often opting for private label products or lesser-known brands to avoid high brand premiums [24][25]. - By purchasing directly from manufacturers, these stores can bypass multiple layers of distributors, reducing distribution costs significantly [29]. - The operational model of hard discount stores is designed to minimize overhead costs, often featuring simple store layouts and minimalistic displays to save on expenses [30][31]. Group 3: SKU Management - Hard discount retailers utilize a low SKU (Stock Keeping Unit) strategy, focusing on a limited number of high-turnover products to negotiate better prices with suppliers [38][41]. - This approach allows for a concentrated purchasing strategy, enhancing the ability to secure lower prices while still offering a wide variety of product categories [41][42]. Group 4: Market Adaptation - The hard discount model is particularly suited to the Chinese market, where consumers exhibit high price sensitivity, similar to the German market where this model originated [44][46]. - Internet giants are well-positioned to leverage their data analytics capabilities to optimize product selection and pricing strategies in hard discount formats [53][55]. Group 5: Consumer Expectations - Despite low prices, hard discount stores must maintain product quality to meet consumer expectations, ensuring that even inexpensive items perform adequately [58][59].

Core Viewpoint - Hema has faced multiple food safety issues recently, including non-compliance in the sale of kiwifruit and eggs, raising concerns in the market [1][3][4]. Group 1: Food Safety Issues - Hema's kiwifruit was found to have a chlorpyrifos residue level of 0.085 mg/kg, exceeding the standard limit of 0.05 mg/kg [1][2]. - A recent inspection revealed that Hema's eggs had exceeded the allowable limits for agricultural and veterinary drug residues, leading to significant public discussion [3]. - Hema has been involved in several food safety incidents this year, including non-compliance with pesticide standards for pears and fish [4]. Group 2: Company Response and Market Impact - Hema has not yet responded to the recent kiwifruit contamination issue, while the egg supplier claimed that the non-compliance was due to operational oversights at a new store [3]. - The company has been criticized for its supply chain management and food safety practices, which were once considered innovative in the retail sector [4]. - Hema's expansion strategy includes opening 72 new stores in 2024, with a focus on second and third-tier cities, indicating a significant growth trajectory despite the ongoing food safety challenges [6]. Group 3: Industry Context - The retail industry is undergoing significant changes, with traditional supermarkets like Yonghui and Wumart adjusting their strategies in response to competitive pressures [6]. - Hema's founder stepped down in March 2024, and the company is accelerating its expansion, which raises questions about maintaining product quality amid rapid growth [6]. - Ensuring food safety is a critical issue not only for Hema but for all food production and retail companies, as consumer trust is paramount [6].

Core Viewpoint - Recent food safety issues have emerged at Hema, including pesticide residue in products and the sale of contaminated eggs, raising concerns about the company's quality control measures [1][14][16]. Group 1: Food Safety Incidents - Hema's Hefei store sold Kuerle fragrant pears that were found to have pesticide residues exceeding national safety standards, specifically with a detection of 0.16 mg/kg for ethephon, while the standard is 0.07 mg/kg [3][12]. - A recent report indicated that Hema's products have been frequently associated with food safety problems, including a case where live frogs were found in lettuce purchased from the store [5][7]. - In addition to the pears, a batch of instant green heart kiwifruit sold by Hema in Nanjing was also found to have pesticide residues (chlorpyrifos) exceeding the legal limit, with a detection of 0.085 mg/kg against a standard of 0.05 mg/kg [11][12]. Group 2: Egg Contamination - Hema's Qingdao store was implicated in a case where antibiotic residues were found in "antibiotic-free" eggs, with detections of dimetridazole at 15.5 μg/kg and trimethoprim at 13.0 μg/kg, both exceeding the allowable limits [14][16]. - The supplier of the contaminated eggs, Xiaochi Egg Industry, has since been suspended from cooperation with Hema, indicating a response to the food safety concerns [16]. Group 3: Company Growth and Strategy - Despite the recent food safety issues, Hema has been expanding its operations, with plans to open nearly 100 new stores in the upcoming fiscal year, aiming to enter several new cities [17]. - As of early 2025, Hema has achieved profitability for nine consecutive months, indicating a strong financial performance despite the challenges faced [16].