硬折扣业态热度又起 今年下半年，硬折扣超市被互联网大厂推到台前，成了线下零售最热的赛道之一。 8月末，盒马NB战略升级并更名为"超盒算NB"，全国17家门店集中开业，年底还将开放多城加盟；京东折扣超市全国已开9家门店；美团"快乐猴"两个月 落地5家门店，并与京东几乎同时向北方市场推进；物美也把"物美超值"在北京多区域铺开。 作者/十里 ID/lingshouke 1 ▲这是灵兽第1733篇原创文章 一方面，传统零售企业在调改、创新、转型；另一方面，互联网大厂重回线下开店。 外资玩家奥乐齐同样在加速，自2019年进入中国后，今年3月启动"出沪入苏"，在苏州、无锡、常州新增7店；截至9月底，其在中国已开出79家门店，节 奏不快，但扩张持续。 大厂为何在这个节点集体下场？原因很现实：消费更理性、价格更敏感，谁能把蔬果、粮油米面等日常刚需"卖得更便宜、更稳定"，谁就更容易拿到增 量。更关键的是，硬折扣天然适合做线下高频入口，能反哺线上流量，也更方便和到家业务打通。 这恰好解释了大厂的优势：供应链整合能力强、规模议价更有力，直采也更容易做深做广；同时，数字化能把选品、定价、补货、损耗控制做成系统， 把"高周转"变成可复 ...

零售专家指出，京东折扣超市北京首店选择社区密集的门头沟老城区而非核心商圈，瞄准了价格敏感型 家庭消费群体。在当前消费分级趋势下，硬折扣业态正迎来发展窗口期。然而，在一线城市与奥乐齐等 成熟玩家同场竞技，京东需要在 "效率优先"的硬折扣本质与 "丰富选择"的本土需求之间找到最佳平衡 点。 12月17日，京东旗下硬折扣超市全国第九店正式在北京门头沟区西山荟购物中心开门迎客。 区别于传统商超的促销模式，京东此次主打的是源于欧洲的 "硬折扣"零售理念。与主要通过临时降价 吸引顾客的"软折扣"不同，硬折扣是一种通过精简商品种类、大规模发展自有品牌、极致优化供应链等 方式，实现商品长期、稳定低价的商业模式。全球硬折扣巨头奥乐齐（ALDI） 正是此中典范，凭借不 足2000个SKU的精简商品矩阵、90%以上的高自有品牌占比，以及贯穿始终的"极简"运营哲学，在全球 市场取得了巨大成功。这家拥有112年历史的德国零售巨头，在2025年展现出逆势扩张的强劲势头，其 门店网络已遍布欧洲、美国、英国、中国及澳大利亚等全球四大洲，总数超过13,000家。自2019年落户 上海以来，奥乐齐在中国市场深耕六年，已成功从上海拓展至苏州、无锡 ...

Core Insights - The hard discount supermarket sector in China is undergoing significant changes, with traditional players facing challenges while new entrants like Alibaba, JD, and Meituan are entering the market aggressively [1][5][9] - The hard discount model is gaining traction due to a shift in consumer behavior towards value-oriented shopping, with the market expected to grow from approximately 1.79 trillion yuan in 2023 to 2.28 trillion yuan by 2025, reflecting a compound annual growth rate of 11.0% [4][6] Group 1: Market Dynamics - The closure of a prominent hard discount supermarket due to cash flow issues marks a pivotal moment in the sector, while competitors like Hejia Yue and Wumart continue to thrive [1] - Major e-commerce players are now focusing on the hard discount model as a new growth avenue after reaching saturation in online sales [1][7] - The hard discount retail channel is projected to grow globally by 8.2% in 2024, indicating a robust demand for discount retailing [4] Group 2: Consumer Behavior - Consumers are increasingly seeking value for money, leading to a decline in brand loyalty and a preference for cost-effective options [4][6] - The social and experiential aspects of shopping in physical stores remain irreplaceable, as consumers value the in-person shopping experience that online platforms cannot replicate [3][4] Group 3: Competitive Landscape - New entrants are leveraging their supply chain integration and digital capabilities to compete against established players, which may lack experience in physical retail operations [7][8] - The hard discount model emphasizes low margins, high turnover, and a limited SKU selection, focusing on essential goods to enhance operational efficiency [6][8] Group 4: Future Outlook - The retail industry is expected to enter a phase of deep integration between online and offline channels, with a focus on optimizing supply chains and enhancing consumer experiences [4][5] - Companies that can effectively understand and meet consumer needs will have a competitive advantage in the evolving retail landscape [4][9]

文章链接：https://www.huxiu.com/article/4781291.html 阅读原文：硬折扣超市，大厂的下一个赛道？_虎嗅网 硬折扣超市成为大厂新宠，美团、京东、盒马等纷纷下注，江浙沪一口气新开多家门店。大厂同 时"卷"，那么到底什么是硬折扣超市？ 文章标题：硬折扣超市，大厂的下一个赛道？ ...