2026 新春走基层 今天，是农历丙午马年的第二天，在传统习俗中被称为"回门日"。记者来到佳惠超市，这里迎来了继除夕之后的又一轮客流高峰。购物车排长队、收银台 全开、礼盒区补货不停，商超的"初二现象"正成为马年春节消费最鲜活的注脚。 "回门经济"带火三大品类。佳惠超市里，满眼皆是喜庆的马年主题装饰，大红灯笼与中国结把生鲜区映得格外亮堂，营业时间刚到不一会儿，就已是一派 繁忙。活鲜池前围满了挑选虾蟹的顾客，车厘子、草莓礼盒在果蔬区堆成"小山"，收银台前的购物车排起了"长龙"。记者发现，今天的购物车里"老三 样"少了，"新三样"多了。与节前囤年货不同，大年初二采购的主力军多是年轻夫妻，手里提的不是米面油，而是包装精致的坚果礼盒、新鲜水果和海鲜 大礼包。 "初二回娘家，空手去不像话。" 正在海鲜池前挑选大闸蟹的顾客笑着对记者说，"今年我专门买了个海鲜大礼包，虾蟹鱼贝都齐了，拎过去直接下锅，新 鲜又体面。"他指了指购物车里三个红彤彤的礼盒，"回娘家，礼数要足，但也讲究实在了。" 佳惠超市生鲜区负责人一边补货一边说，马年春节消费"两头热"，节前是家庭大采购，初二则又掀起一轮消费高潮，海鲜礼盒、精品水果礼盒出货量远超 平 ...

Core Viewpoint - The fruit retail industry is facing significant challenges, with many small store owners struggling to maintain profitability due to increased competition and changing consumer behaviors [2][9][12]. Group 1: Challenges Faced by Fruit Store Owners - Many fruit store owners, like Zhang Dong, initially experienced success but later faced increased competition as new stores opened nearby, leading to a decline in customer traffic and profits [2][3]. - The average operating period for individual fruit store owners has decreased from 4.3 years in 2019 to 1.8 years in 2024, indicating a growing instability in the sector [5]. - High rental costs and short shelf life of fruits contribute to the financial strain on fruit retailers, making it difficult to sustain operations [13]. Group 2: Attempts to Find Breakthroughs - Some store owners, such as Li Na, have attempted to diversify their offerings by adding vegetables or snacks, but these efforts have not yielded significant improvements in sales [7][8]. - The use of live streaming and online sales has been explored as a potential solution, but only 12.7% of operators have found success through this channel [8]. - The fruit retail industry is experiencing a systemic crisis, with major chains like Baiguoyuan closing stores and reporting declining sales and profitability [9][10]. Group 3: Market Dynamics and Consumer Behavior - Consumers are increasingly opting for online purchases, with 63% preferring to select fruits in-store but ultimately buying online, leading to a rise in online penetration from 17% in 2020 to 39% in 2024 [10]. - The price sensitivity of consumers has intensified, with many choosing the cheapest options available, further squeezing the margins of physical stores [10][11]. - The fruit industry is undergoing a deep adjustment, with traditional business models facing severe challenges due to high competition and changing consumer preferences [12][14].

Core Insights - The fruit retail industry is facing severe challenges, with many small store owners struggling to maintain profitability due to increased competition and changing consumer behavior [6][12][21] - The average operating cycle for individual fruit store owners has decreased significantly, indicating a high turnover rate in the industry [6] - Major fruit retail chains are also experiencing significant losses, with closures and declining sales figures highlighting the systemic issues within the industry [12][13] Group 1: Challenges Faced by Individual Store Owners - Many fruit store owners report a decline in business due to the influx of new competitors offering promotions, leading to reduced customer traffic and profit margins [2][4][9] - Store owners are attempting to diversify their offerings by adding vegetables or snacks, but these strategies often fail to yield significant improvements in sales [10][11] - The pressure from online platforms and group buying options is further exacerbating the difficulties faced by traditional fruit stores [14][21] Group 2: Industry Trends and Consumer Behavior - The fruit retail market is undergoing a transformation, with consumers increasingly opting for online purchases and showing a preference for lower-priced options [14][15][21] - The logistics and supply chain inefficiencies contribute to high costs and waste, making it difficult for physical stores to compete with online platforms that can offer better prices [13][14][21] - The overall fruit production in China is increasing, but the wholesale market prices are declining, indicating a mismatch between supply and demand [16] Group 3: Systemic Issues in the Industry - The fruit retail sector is characterized by low entry barriers, leading to oversaturation and intense competition among numerous players [19][20] - High rental costs and short shelf life of fruits create significant financial risks for store owners, making it challenging to sustain operations [18][21] - The shift in consumer purchasing behavior towards value-oriented options is diminishing the appeal of high-end fruit offerings, impacting specialized fruit retailers [21][22]