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 - The article discusses the emergence of "hard discount" supermarkets in China, highlighting their competitive pricing strategies and operational efficiencies compared to traditional supermarkets [4][16][46]. Group 1: Hard Discount Concept - Hard discount stores like JD Discount Supermarket, Super Box NB, and Happy Monkey are characterized by significant price reductions on quality products, aiming to attract price-sensitive consumers [4][16]. - The term "hard discount" refers to a pricing strategy that offers stable supply and quality products without relying on markdowns from unsold inventory [17][18]. - The model contrasts with "soft discount," which typically involves selling off excess inventory at reduced prices, often leading to unstable supply [6][11][12]. Group 2: Supply Chain and Cost Structure - The supply chain for supermarkets consists of manufacturers, distributors, and retail stores, with each stage contributing to the overall cost structure [21][22]. - Hard discount supermarkets manage to reduce costs by sourcing directly from manufacturers, minimizing the role of distributors, and avoiding additional fees typically charged by traditional retailers [30][31]. - The operational model emphasizes low overhead costs, often featuring minimal store decor and simplified product displays to keep prices low [32][33]. Group 3: Competitive Advantages - Hard discount stores leverage large purchasing volumes to negotiate better prices from suppliers, allowing them to offer lower prices to consumers [36][40]. - The strategy of reducing SKU counts enables these stores to focus on high-demand products, enhancing their bargaining power and operational efficiency [40][42]. - The article notes that the success of hard discount models in China is supported by the strong supply chain capabilities of domestic internet giants, which can utilize data analytics for inventory management and consumer preferences [46][52]. Group 4: Market Dynamics and Consumer Behavior - The article suggests that the hard discount model aligns well with the price-sensitive nature of Chinese consumers, similar to the market dynamics in Germany where this model originated [43][44]. - It emphasizes that low prices do not equate to compromised quality, as consumers still expect reliable products even at discounted rates [58][59][60]. - The ongoing competition among major players in the hard discount sector is expected to continue, driven by the need for efficient supply chains and quality product offerings [56][57].

Core Viewpoint - The article discusses the rise of hard discount supermarkets in China, highlighting their aggressive pricing strategies and questioning their profitability given the extremely low prices of essential goods like eggs and bottled water [2][4][8]. Group 1: Market Dynamics - Since late August, hard discount supermarkets have gained significant traction, with major players like JD, Meituan, and Alibaba rapidly opening new stores [2][4]. - These supermarkets attract consumers with extremely low prices, such as 30-pack eggs priced at 9.9 yuan and bottled water at 7.9 yuan [2][4]. Group 2: Pricing Comparison - A comparison of egg prices shows that hard discount supermarkets offer significantly lower prices than traditional retailers, with prices ranging from 9.9 yuan at JD to 19.9 yuan at Sam's Club [5][6]. - For soy sauce, the hard discount prices are also lower, with JD's 750ml soy sauce priced at 9.9 yuan compared to higher prices at other retailers [7]. Group 3: Cost Structure and Profitability - Industry insiders indicate that the cost of producing eggs is around 10.2 yuan for 1.5 kg, suggesting that hard discount prices may lead to losses when accounting for logistics and packaging [8]. - The profit margins on bottled water are minimal, with production costs estimated between 0.36 yuan to 0.60 yuan per bottle, making it challenging for supermarkets to achieve profitability [9]. Group 4: Business Model and Strategy - Hard discount supermarkets primarily use low-priced items to drive foot traffic, with the expectation that higher-margin products will compensate for losses on loss leaders like eggs and water [10]. - The operational model emphasizes efficiency through streamlined supply chains, reduced SKU counts, and a focus on private label products to enhance profitability [12][14]. Group 5: Competitive Landscape - Different players in the hard discount space have unique strategies, with Alibaba focusing on first-tier cities and JD targeting lower-tier markets with larger store formats [13][14]. - The success of hard discount supermarkets hinges on balancing extreme price competitiveness with operational efficiency to achieve sustainable profitability in a market projected to be worth 200 billion yuan [14].