小象超市首家线下店位于北京华联万柳购物中心。摄/搜狐科技 出品 | 搜狐科技 作者 | 张莹 提到万柳，外界首先想到的可能是高端住宅项目"万柳书院"。这里高净值、高知家庭集中，但2024年7月华联BHG生活超市闭店后，万柳一直缺乏稳定的大 型连锁超市。 美团就将小象超市的第一家线下店开在了这里。 有专家向搜狐科技指出，小象超市拓展线下实体店，可以与现有前置仓及线上即时零售业务形成协同，最终整合为"店仓网一体化"模式。这一模式也是中国 零售业的明显趋势。 据观察，小象超市的线下店类似盒马和物美胖改店的集合体——和盒马鲜生一样，有不少自有品牌商品，商品品类非常齐全；也和物美的胖改店一样，注重 服务、主打"烟火气"。 在小象超市首家线下体验店开业的不久前，美团宣布暂停团好货业务，原因是"快递电商难以承接即时零售用户的需求"。半年前，"美团优选"也进行了战略 转型，退出表现不佳的亏损区域。小象超市成为美团食杂零售业务的新希望。 盒马+胖改店=小象超市？ 小象超市的前身是美团于2019年上线的"美团买菜"，以纯前置仓模式起家。2023年12月，美团买菜升级为"小象超市"。 "今天的客流是昨天的1/3，昨天、前天推着车走 ...

拉扯长达五年的社区团购拉锯战，随着美团优选的彻底关停推出后，画上了句号。 对很多人来说，这完全就是现实版的欧亨利式结尾。 情理之中是因为今年 6 月份，除浙江、广州之外的美团优选站点就已经关停了。 而意料之外则是，很多人都以为剩下两个核心城市，起码能苟过 2025 年。 赢了，又是拼多多赢了。 现在，拼多多麾下的多多买菜成了目前全国性社区团购的第一、唯一赢家。 一位已经干了快 4 年的美团团长 ruby 和差评君说，他们完全没有想到。 因为美团一退，意味着之前砸掉的那几百亿，打下的江山、搭建的数万个仓储节点、培养的用户心智、一个个村子跑出来的团长，全部拱手送给拼多多。 多多买菜这边自然也没辜负美团的" 好意 "，连夜进场捡漏。 先是捡了用户。ruby 和我说，美团没了之后，她本来已经不打算干了。 但架不住小区居民都不同意，大家已经习惯了便宜菜送到家门口的感觉。最后没办法，在大家的要求下她开了多多买菜站点。 更夸张的是，很多地方的多多买菜直接爆仓了。。。逼得人家连夜发通告，把截单时间提前了整整 1 个小时。 有用户反映说，第二天的提货时间也从早上的十点，延后到了十一点左右。 甚至有网友说，都给多多买菜整涨价了。 ...

这几年很多人习惯了在手机上打开社区团购如见或者小程序，选择一些便宜东西，第二天下班路上顺手去自提 点拎一袋菜。 2020年的"黑天鹅事件"改变了很多，这突如其来的变化也诞生了一些新的业态，比如社区团购。 也习惯了几毛钱一斤的土豆，二十个鸡蛋不到六块钱。 三个大品牌的社区团购就剩下多多买菜一个了，老百姓的选择的更少了。 同时也有了一个疑问，多多买菜还能坚持多久？ 有的人已经习惯于在团购平台买一些蔬菜和日用品了，难道这种生活方式要改变了吗？ 没过几个月，到了2025年6月，美团优选关掉了大部分地区。当时只留下广东浙江等少数市场。而到了12月，最 后两个区域也停。五年的社区团购实验，直接画上句号。 但是这种习惯在今年改变了，淘宝买菜于2025年3月宣布全国范围内停止次日自提服务，并下线多个城市的自提 点。 原有业务模式为本地供应商发货、消费者次日到自提点取货，转型后重心转向"淘宝买菜-农场直发"频道，商品 从产地直接通过快递配送至消费者手中。 ...

Core Viewpoint - Meituan is undergoing significant restructuring in its grocery and snack business, focusing on expanding its successful offline stores while shutting down underperforming segments like Meituan E-commerce and Meituan Youxuan [1][2][7] Group 1: Business Adjustments - Meituan is closing its e-commerce operations and Meituan Youxuan, while expanding its successful Xiaoxiang supermarket chain, which has opened its first large offline store in Beijing [1] - The decision to halt the Tuanhaohuo business reflects a shift towards exploring new retail formats, as the existing B2C e-commerce model has not gained significant traction among users [2][6] - Meituan Youxuan, a major loss-making segment, is being scaled back, with reports indicating its closure in most regions, which could help reduce overall losses in Meituan's new business sector [7][9] Group 2: Performance and Strategy - The Xiaoxiang supermarket, which evolved from Meituan's previous grocery initiatives, has expanded to over 30 cities and is now positioned as a comprehensive instant retail platform [1][10] - Meituan's new business losses narrowed to 7.3 billion yuan in 2024, a 63.9% reduction year-on-year, indicating a positive trend following the adjustments made to underperforming segments [9] - The new Xiaoxiang store features a diverse product range and aims to enhance customer experience, positioning itself similarly to high-end competitors like Sam's Club and Hema [10][11]

以下文章来源于36氪未来消费 ，作者任彩茹 36氪未来消费 . 在这里看到消费的未来。36氪旗下官方账号。 小象超市线下店全面加速。 文 ｜ 任彩茹 编辑 ｜ 乔芊 来源｜ 36氪未来消费（ID：lslb168） 封面来源 ｜ 任彩茹 摄 "美团/大众点评团购商品"的标牌 团购商品中，最受欢迎的是14.9元的"大码鲜鸡蛋30枚1.8kg"。许多顾客一进店便到处张望着寻找鸡蛋区，"团购券在哪换"的声音此起彼伏，各处都有店员高 高举起"团购券问题请找我"的牌子。 上午11点左右，店内的人越来越多，门口已经有店员、保安拉起隔离带，引导顾客排队进场，每隔几分钟放行一批人。一位顾客刚进店，便向同行者"吐 槽"道："感觉人比产品多"。 "人比产品多" 12月19日，位于北京华联万柳购物中心B1层的小象超市"终于"开业，这是小象超市从线上向线下迈出的第一步。 开业首日，是第一场大考，除了本就配备的约百名店员外，美团的许多员工也来到店内"支援"，一些人戴着美团的黄色工牌，也有些人甚至看不出是工作人 员，门店外的休息区，时而出现抱着笔记本电脑工作的人。 这家店的营业时间从早上7点半到晚上10点。我们在8点左右走进华联购物中心， ...

Core Viewpoint - Meituan has quietly shut down its "Tuan Hao Huo" business, indicating a strategic shift in response to the rapidly evolving grocery retail industry and the limitations of its existing e-commerce model [2][4]. Group 1: Business Closure and Market Reaction - The decision to pause "Tuan Hao Huo" has been met with a calm reaction from the market, with industry insiders viewing it as a recognition of Meituan's operational boundaries [4]. - Consumers largely remained unaware of the service, with some stating they only realized its existence after its closure [4]. Group 2: Historical Context and Growth Aspirations - Meituan's venture into e-commerce began in 2020, following a period of profitability in its food delivery business, which saw a gross margin increase to 18.7% [5]. - The COVID-19 pandemic introduced significant uncertainty, impacting Meituan's core businesses and leading to the launch of "Tuan Hao Huo" as a B2C platform [5][6]. Group 3: Business Model Challenges - "Tuan Hao Huo" initially thrived with substantial user growth, achieving over 10 million users and a GMV exceeding 600 million yuan in its first year [5][6]. - However, the business faced internal challenges with fluctuating positioning and a lack of clear strategy, leading to a decline in daily order volume to 48,000 by the end of 2022 [9]. Group 4: Shift to Instant Retail - Meituan is now refocusing on instant retail, emphasizing its strengths in rapid delivery and local market penetration [12][18]. - The company has announced the opening of physical stores and is expanding its logistics network to enhance its competitive edge in the instant retail sector [18][20]. Group 5: Competitive Landscape - The instant retail market is becoming increasingly competitive, with major players like Alibaba and JD.com posing significant threats [20]. - Meituan's core advantage lies in its established delivery infrastructure and user base, but it faces challenges in maintaining profitability while expanding its market share [20][21].

Core Viewpoint - The article discusses the opening of the first offline store of Little Elephant Supermarket, marking a significant shift from its online operations to a physical retail presence, supported by Meituan's promotional efforts [4][32]. Group 1: Store Opening and Initial Performance - Little Elephant Supermarket opened its first offline store in Beijing on December 19, attracting significant customer interest and foot traffic, with estimates of daily sales reaching between 1 million to 1.5 million yuan [4][9]. - The store's opening day saw a high volume of customers, with reports indicating that the number of people in the store often exceeded the available products, leading to comments like "there are more people than products" [5][8]. - The store featured a variety of promotional activities, including group buying options on popular items, which contributed to its initial success [6][8]. Group 2: Product Offering and Store Experience - Little Elephant Supermarket emphasizes a strong focus on fresh and made-to-order products, with areas dedicated to fresh baking, seafood, and other prepared foods, aiming to create a vibrant shopping atmosphere [11][19]. - The store includes unique features such as a craft beer section and a "store within a store" concept with a specialized dumpling shop, enhancing the overall shopping experience [15][17]. - The supermarket aims to convey a sense of freshness and immediacy, with staff dressed in themed uniforms to enhance customer engagement [19][20]. Group 3: Strategic Positioning and Market Context - Little Elephant Supermarket's offline strategy is part of a broader shift within Meituan's retail operations, which has seen the closure of less successful ventures like Meituan Preferred and Group Buying [32][33]. - The supermarket's positioning is compared to Hema Fresh, with a focus on self-owned brands and a comprehensive product range, while also differentiating itself through electronic price tags and a more aggressive marketing approach [22][25][27]. - The company plans to expand its offline presence in conjunction with its existing logistics network, aiming to enhance customer experience and operational efficiency [34][29].

Core Viewpoint - Meituan is undergoing a strategic contraction, closing down non-core businesses like community group buying and B2C e-commerce, to focus on its core local services and improve efficiency in a highly competitive environment [3][10][16]. Business Strategy Changes - The closure of Meituan's community group buying service and B2C e-commerce reflects a shift in strategy post the intense competition in the food delivery sector, indicating a move from expansion to defense [10][16]. - Meituan's historical advantage in the food delivery market, built on a large-scale real-time dispatch system, is being challenged by competitors like Alibaba and JD.com, leading to a reassessment of strategic priorities [11][14][15]. Market Share and Financial Performance - Meituan's market share in food delivery dropped from 65% to 50% due to increased competition, while its adjusted net loss reached 16 billion yuan in Q3, marking the largest quarterly loss since its IPO [15][24]. - Despite maintaining over 70% market share in high-ticket orders, Meituan's profit pool has been significantly impacted, leading to a strategic focus on core business areas [15][24]. User and Merchant Engagement - Meituan is shifting its subsidy strategy from broad user acquisition to focusing on high-value customers, promoting membership benefits to enhance user retention [17][19]. - The introduction of a refined membership system aims to better manage user value and consumption preferences, moving away from indiscriminate subsidies [19][20]. AI Strategy Adjustments - Meituan's AI strategy is being recalibrated, with a focus on core business applications rather than broad exploratory initiatives, as evidenced by the impending shutdown of its AI chat application, WowAI [26][27][30]. - The company is concentrating on integrating AI into its main operations to drive efficiency and profitability, reflecting a pragmatic approach in light of recent financial pressures [30][34]. Competitive Landscape - The competitive landscape in local services is intensifying, with Douyin (TikTok) rapidly gaining market share in the local life services sector, prompting Meituan to enhance its support for merchants and strengthen its supply-side advantages [24][25][34]. - Meituan's historical battles have shaped its operational strategies, emphasizing the need for efficiency and technology-driven growth in the face of fierce competition [35][36][37].

Core Insights - Meituan is undergoing a significant strategic shift, moving away from community group buying and focusing on offline new retail formats, particularly the "30-minute living circle" [1][4][28] Business Strategy - The decision to suspend the "Tuanhao Goods" (Meituan E-commerce) business is driven by the inability of the express e-commerce model to meet the demands of instant retail users, prompting Meituan to adapt to market trends [4][15] - The closure of Tuanhao Goods and the contraction of Meituan Youxuan (community group buying) signify a strategic pivot towards high-growth areas, as the company aims to concentrate resources on its strengths [6][15] - Meituan's focus is shifting from long-term investments in non-core e-commerce to immediate retail, leveraging its delivery network and user mindset [15][28] Financial Performance - Meituan's financial pressures are evident, with a reported loss of 14.1 billion yuan and an adjusted net loss of 16 billion yuan in Q3 2025, attributed to increased subsidies and marketing costs in the competitive food delivery sector [15][20] - Despite having a large user base, Tuanhao Goods' GMV was only approximately 630 million yuan in 2021, with a low average order value of 17.5 yuan, highlighting its marginal position within Meituan's overall strategy [14][15] Market Competition - The competition in instant retail is intensifying, with rivals like Alibaba and JD.com ramping up their efforts in the sector, leading to significant marketing expenditures from all three companies [17][20] - Meituan's market share in instant retail is projected to decline from 73% in 2024 to 55% by 2027, indicating increasing competitive pressure [19] New Retail Initiatives - Meituan is aggressively expanding its offline retail presence with the launch of "Happy Monkey" and "Little Elephant" supermarkets, targeting community consumption and higher-end markets respectively [21][26] - The first Little Elephant supermarket is set to open in Beijing, aiming to establish a premium brand image and cater to middle-class families [26][28] - Happy Monkey's strategy focuses on low prices and high turnover, while Little Elephant aims for brand and profit in more affluent areas [25][26]

Core Viewpoint - Meituan has announced the shutdown of its services in Guangdong province for its community group buying platform, Meituan Youxuan, as part of a business transformation strategy [1] Group 1: Business Adjustments - Meituan Youxuan's service cessation is part of a broader trend, as the company had previously scaled back its operations in June, retaining only select regions like Guangdong and Zhejiang [1] - The B2C e-commerce segment, "Tuan Hao Huo," has also paused operations, focusing resources on exploring new retail formats [1] Group 2: Financial Performance - Meituan reported its first quarterly loss since 2022 in its Q3 2025 earnings announcement, with a significant decline in operating profit for its core local commerce segment, resulting in an operating loss of 14.1 billion RMB [1] - The new business segment, which includes community group buying, also saw its operating losses widen to 1.3 billion RMB year-on-year [1]