与此同时，盒马、永辉、华润万家等商超近期均密集推出自有品牌年货。中国连锁经营协会调研数据显 示，春节假期销售额通常占据商超全年营收的 15%-20%，核心年货品类甚至能贡献单季度 30% 以上营 收。 深圳商报·读创客户端首席记者 刘琼 春节临近，什么年货最受青睐？1月8日，沃尔玛中国宣布，数百款年货新品已在全国线上线下同步上 新。自有品牌"沃集鲜" 凭借简单配料、场景化布局成为爆款聚集地。黑椒安格斯战斧牛排、麻将曲奇 等单品线上线下同步热销。 随着春节的临近，年货大战将愈发激烈。尼尔森 IQ 预测 ，2026 马年春节全渠道消费增幅将维持在 8%-10% 区间，其中线下商超凭借 "即时性、体验感" 优势，销售额增幅有望突破 12%，成为拉动春节 消费的主力军。自有品牌打造的 "独家记忆点"，正成为商超抢占这一红利的核心抓手。 "春节的度假方式日益多元化，无论是家庭团聚、出行旅游、悦己放松，都反映了今天顾客对美好生活 的追求。"沃尔玛中国高级副总裁兼沃尔玛业态首席采购官祝骏向深圳商报表示，越来越多的顾客不仅 追求节日的仪式感，更日益关注品质、健康属性、新意以及稳定的质价比，对年货提出了更精细化的要 求。 尼尔 ...

社区零售赛道的竞争已进入深水区，行业格局正经历关键重构。 数据显示，中国社区中心零售市场规模已逼近 5.2 万亿元，这片蓝海吸引了众多玩家入局。回顾2025年 即时零售和社区零售市场，各家巨头入场，平台下场争夺终端用户，也开始下场开店。但多数参与者忽 视了社区消费对 "品质确定性" 与 "场景适配性" 的核心诉求，从而陷入低价竞争的同质化泥潭。 社区零售的规模化扩张，考验的不仅是短期的复制能力，更是长期的可持续运营能力。 近日，沃尔玛在深圳落子四家社区店，并于 12 月焕新上线官方 App。这一 "四店齐开 + App 升级" 的双 线动作，不仅标志着其 "小、精、近" 社区店模式完成市场验证，正式迈入复制扩张期，更宣告全渠道 生态闭环的全面成型。 而这只是沃尔玛业态布局的一隅。 据悉，沃尔玛目前正加速推进东莞等多个城市新一代门店的选址与筹备工作，更多的沃尔玛门店，正以 更好的姿态回到顾客身边，回到顾客"打开手机，点开app下单"的日常生活里。 再早前，沃尔玛自有品牌"沃集鲜"也焕新升级，以"简单为鲜，沃集鲜"的品牌理念，推出约千款"配料 简单、原料鲜、产地鲜、体验鲜"的差异化商品，重塑顾客对沃尔玛的认知，持 ...

Core Insights - The community retail sector in China is undergoing significant restructuring, with the market size approaching 5.2 trillion yuan, attracting numerous players. However, many participants overlook the core demands for "quality certainty" and "scene adaptability," leading to a homogenized low-price competition [1] Group 1: Walmart's Community Store Strategy - Walmart has opened four community stores in Shenzhen and upgraded its app, marking the validation of its "small, refined, and close" community store model and entering a phase of replication and expansion [3] - The community store layout focuses on addressing industry pain points, featuring a "small and refined" model with approximately 500 square meters and 2000 selected products, catering to high-frequency daily needs [5] - Walmart's private label "Wojixian" has been upgraded to emphasize quality, with a focus on simple ingredients and stable quality-price ratios, differentiating itself in a price-driven market [5][7] Group 2: Product Quality and Consumer Focus - Walmart has established a high-standard food safety and quality control management system, ensuring end-to-end quality management through strict supplier and product controls [7] - The "Wojixian" brand emphasizes low-sugar and health-oriented products, responding to consumer demands for both health and trendiness, with innovative offerings quickly gaining popularity [9] - The company does not use private label sales as a performance metric, instead prioritizing customer feedback to drive product development, which is crucial for avoiding homogenization [9] Group 3: Omnichannel Integration - Walmart's community stores target immediate high-frequency needs within a 3-kilometer radius, while its app serves as a primary choice for daily replenishment, demonstrating the effectiveness of its omnichannel strategy [12] - The integration of online and offline channels creates a "collaborative closed loop," where online consumer data informs offline product optimization, enhancing overall retail efficiency [10][12] - Walmart's commitment to a "customer-first" philosophy underpins its operational strategy, ensuring that every action taken is aimed at enhancing consumer value [13] Group 4: Strategic Direction - Walmart's approach focuses on "product strength" and "omnichannel support," avoiding the pitfalls of low-price competition and instead building a differentiated advantage by addressing core customer needs [15] - The company's future development logic emphasizes "customer first, quality core, channel collaboration, and long-termism," guiding the industry towards a new phase of competition based on quality, efficiency, and value [15]

近几年，沃尔玛转型升级正有条不紊地推进中，聚焦城市大众中产家庭，通过差异化商品策略、"天天平价"的价格体 系，以及更符合当下消费习惯的门店布局和电商发展，以一个更聚焦的目标、更清晰的战略、更稳健但敏捷的姿态，重 塑品牌，重回增长。 到2025年初，沃尔玛的自我再造进一步升级，启动以"小、精、近"为特质的社区店模式。 这是目前沃尔玛在中国市场上运营的所有模式中，店面面积最小的一个：面积在500平方米左右，远小于动辄上万平的 大店；精选约2000款SKU，主要围绕"一日五餐"去打磨货盘；近则是围绕"10分钟步行生活圈" 选址开店。 沃尔玛中国的转型，正走到一个新的节点。 2025年的最后一天，沃尔玛宣布于12月连续在深圳新开四家社区店，分别落子宝安、福田、龙华区。沃尔玛方面明确表 示，其社区店模式在经过市场验证后，正式进入加速规模化复制与密集落地阶段。 截至目前，沃尔玛社区店接近10家，且仍仅布局在深圳一城。 这一扩张速度并不算快。放眼当下中国零售市场，头部企业普遍采取多业态并行、多点试行、快速铺开的策略。对沃尔 玛而言，这种相对克制的节奏，更像是一种以"想清楚"再"快复制"的路径选择 —— 不被困于规模化的定力 ...

（来源：中华工商时报） 转自：中华工商时报 全球性咨询公司贝恩公司与Worldpanel消费者指数最新联合发布的《2025年中国购物者报告（系列 二）》显示，零售商自有品牌在过去两年间年均增长44%。报告指出，零售商自有品牌不仅在抢占增量 需求，而且将加剧品牌商面临的竞争压力。 零售业态不断演变，零售商从"卖货架"转型为"做商品"，开始"干品牌商的活"，他们以第一手消费者市 场需求洞察以及供应链整合优势，发展自有品牌。 今年10月，永辉超市宣布将在5年内打造500支自有品牌商品。合百集团旗下合家福超市自去年发力自有 品牌，截至今年11月，自有品牌单品数达到476个，销售超4000万元，同比增长92%。沃尔玛等超市门 店入口等醒目处也陈列着各种自有品牌商品。大润发除推出低价"超省"系列外，还推出"润发甄选"系 列。 自有品牌火热，原因在于当前消费潮流趋于务实，人们寻求优质性价比，加之消费市场下沉，自有品牌 的相对优势迎合了这些需求。Worldpanel消费者指数显示，2025年前三季度有超过48%的中国城镇家庭 购买过自有品牌，较去年同期提升10个百分点；此外，自有品牌在地级市的渗透率增长超过12个百分 点，显 ...

Core Viewpoint - Walmart is intensifying its focus on private label brands, particularly "Wojixian," as a strategic response to competition from e-commerce and emerging retailers, while also addressing the declining image of its Sam's Club brand [1][2][4]. Group 1: Walmart's Strategy - Walmart's private label "Wojixian" has been upgraded to cover essential categories like fresh produce, food, and beverages, emphasizing low prices and health attributes [2][4]. - The company is facing challenges as traditional retail formats struggle against e-commerce platforms, prompting a shift towards private labels to enhance competitiveness [1][4]. - The strategy of launching private labels is seen as a "last resort" to revitalize the hypermarket format amid increasing competition [1][4]. Group 2: Market Competition - Other traditional retailers, such as RT-Mart, are also focusing on private labels, with a similar emphasis on low prices and health trends [2][4]. - New players like Hema and Dingdong Maicai have established private labels as core competitive advantages, highlighting the shift in market dynamics [6][9]. - The competition for quality suppliers is intensifying as both established and emerging retailers seek to enhance their private label offerings [7][8]. Group 3: Financial Performance - RT-Mart's parent company, Gao Xin Retail, reported a revenue decline of 12.1% year-on-year, indicating the financial pressures faced by traditional retailers [5]. - Walmart's performance in China is primarily driven by Sam's Club, while its hypermarket segment has been experiencing store closures [5]. Group 4: Private Label Development - The private label penetration varies significantly among retailers, with Aldi achieving a 90% share in China, while Hema's community stores have nearly 60% [7]. - Successful private label strategies require strong brand value and supply chain management to maintain competitive pricing and quality [7][8]. - Walmart's approach involves stringent supplier selection, with only a small percentage of potential suppliers making it through the rigorous evaluation process [8].

Core Insights - Walmart is developing its private label "Wojixian" as a response to the declining image of its high-end membership store Sam's Club, indicating a strategic shift in its retail approach [1][2] - The competition in the retail market is intensifying, with traditional retailers like Walmart and RT-Mart facing pressure from e-commerce and emerging players [1][4] Group 1: Walmart's Strategy - Walmart's "Wojixian" brand focuses on affordability and health, with products prominently displayed at low price points [2][3] - The company is adopting a strategy similar to RT-Mart, which is also enhancing its private label offerings, emphasizing low prices and health attributes [2][3] - The shift towards private labels is seen as a necessary response to market competition and performance pressures, as evidenced by declining revenues and profits reported by RT-Mart's parent company [3][4] Group 2: Market Competition - New retail players like Hema and Dingdong Maicai have established their private labels as core competitive advantages, launching various products since 2017 [4][5] - The self-owned brand strategy is crucial for retailers to attract customers and improve profit margins by defining product standards and reducing intermediary costs [4][5] - The competition for quality suppliers is intensifying as traditional retailers ramp up their private label initiatives, with companies like Dingdong Maicai investing in direct sourcing and partnerships [5][6] Group 3: Supply Chain and Brand Development - The success of private labels relies heavily on effective supply chain management and the ability to create strong brand value [5][6] - Walmart is currently focusing on supplier selection and has a rigorous evaluation process for potential suppliers, which limits the number of partnerships [6] - The retail landscape is evolving, with established players like Walmart actively learning from newer competitors to enhance their product offerings and market positioning [6]

Core Insights - Walmart is developing its private label "Wojixian" as a response to the competitive pressures from e-commerce and emerging retailers, positioning it as a "budget version" of Sam's Club [1][2] - The shift towards private labels by traditional retailers like Walmart and RT-Mart is driven by the need to compete with e-commerce platforms and new entrants in the retail market [1][3] Group 1: Private Label Strategy - Walmart's "Wojixian" focuses on affordability and health, with visible pricing strategies such as "everyday low prices" [2][3] - RT-Mart is also enhancing its private label offerings, emphasizing low prices and health trends, but adopts a dual-brand strategy for its private labels [2][3] - The competition in the retail sector is prompting established players to adopt private labels as a core strategy to attract customers and improve profit margins [4][6] Group 2: Market Performance and Challenges - RT-Mart's parent company, Gao Xin Retail, reported a revenue decline of 12.1% year-on-year, highlighting the financial pressures faced by traditional retailers [3] - Walmart's performance in China is primarily driven by the success of Sam's Club, while its traditional hypermarket format is facing challenges, including store closures [3][4] - The competition for quality suppliers and production sources is intensifying as retailers like Hema and Dingdong Maicai have already established strong private label brands [4][6] Group 3: Supply Chain and Brand Development - Successful private label development requires strong supply chain management and the ability to create distinct brand value [6][7] - Retailers are increasingly focusing on sourcing high-quality suppliers, with Walmart currently evaluating a limited number of potential suppliers for its private label products [6][7] - The competition for premium suppliers and production capabilities is expected to escalate as traditional retailers enhance their private label strategies [6][7]

Core Insights - The retail industry in China is entering a "her era" with a significant number of female CEOs leading major companies, highlighting a shift in leadership dynamics [2][31]. Group 1: Leadership Changes - Gao Xin Retail announced Li Weiping as the new CEO, previously serving as CMO at Hema Fresh with an annual salary of 3.36 million [2]. - ALDI China appointed Jacqueline Chen as the new CEO, who has over 20 years of experience in retail and previously held significant roles at Walmart and Metro [5]. - Costco China appointed Zhang Shuyun as the new General Manager, emphasizing aggressive expansion in the Yangtze River Delta region [8]. - Walmart China has seen significant growth under CEO Zhu Xiaojing, with revenues increasing from 87.4 billion to 158.845 billion [10]. - Hema's new CEO, Yan Youlei, aims for rapid expansion, planning to open nearly 100 new stores and achieve over 75 billion in GMV [11]. - 7-ELEVEn China is now led by Yan Qian, who has driven significant growth in store numbers from 3,319 to 4,639 [15]. - Watsons appointed Ni Wenling as CEO, who has extensive experience within the company since 2000 [25]. - Procter & Gamble's Greater China CEO Xu Min is the first locally trained CEO in the company's 184-year history [28]. Group 2: Industry Trends - The rise of female leadership in retail reflects broader trends in gender representation within the industry, with many companies now led by women [2][31]. - The focus on private label products has increased, with ALDI raising its private label share to 90% and launching low-price product lines [5]. - The retail sector is increasingly competitive, with companies like Hema and 7-ELEVEn innovating their business models to meet consumer demands [11][15].

Core Insights - Walmart China is revitalizing its brand by focusing on product offerings and store formats, drawing inspiration from its Sam's Club experience [1][9][10] Group 1: Brand Strategy - Walmart China has upgraded its private label "沃集鲜" (Wojixian), launching nearly 1,000 new products in the past year, covering key categories such as fresh food, groceries, and beverages [1][2] - The company has consolidated its private brands, integrating some products from "惠宜" (Huayi) into the Wojixian brand, while Huayi now focuses on home goods [2][4] - Wojixian products are prominently displayed in stores and online, with significant SKU representation in key categories like snacks and cooking oils [3][4] Group 2: Supply Chain and Partnerships - Walmart is adopting a collaborative approach with suppliers, allowing for various partnership models, including OEM arrangements, to ensure quality and competitive pricing [4][5] - The company has established strict criteria for suppliers, ensuring that only those meeting quality standards can partner with Wojixian [6] Group 3: Store Format Innovation - Walmart is exploring new store formats, including community stores in Shenzhen, which focus on convenience and a curated selection of around 2,000 products [7][8] - The community store model emphasizes a "10-minute walk" concept, catering to high-density urban areas [7] - Walmart is also renovating existing stores to enhance the shopping experience, utilizing data analytics to optimize product offerings and introduce new sections [8] Group 4: Competitive Landscape - Walmart's traditional hypermarket format has faced challenges, leading to store closures, while Sam's Club has seen growth, prompting Walmart to adopt strategies from Sam's [9][10] - The company is differentiating its product offerings from Sam's Club by adjusting pricing and promotional strategies while maintaining a focus on quality [11][12]