"胖改" 的核心逻辑是优化而非涨价，物美对米面油、生鲜、日用品等民生刚需品类，始终保持价格稳 定与充足供给。调改后，30 枚无抗鸡蛋仅售 13.9 元，12 瓶矿泉水低至 5.5 元，1L 装非转基因大豆豆浆 仅需 5.9 元，这些高频刚需商品的定价均低于市场平均水平。生鲜区更是诚意满满，早市大白菜 0.65 元 / 斤、西葫芦 1.85 元 / 斤，丹东久久草莓 29.8 元 / 斤，既保障新鲜度又兼顾性价比，每日新鲜配送、当 日出清的机制，让消费者买得放心、吃得安心。对比第三方价格监测数据，物美粳米、鲜猪肉、西红柿 等民生商品价格，均处于同行业低位，真正守住了百姓 "菜篮子" 的性价比底线。 核心商品：对标同质同价，品质不打折 针对消费者关注的胖东来同源商品，物美官方明确承诺："引进商品价格与胖东来保持一致"，通过深度 合作打通供应链，让消费者无需远行就能以同等价格享受优质商品。调改后门店商品结构接近胖东来 80%-90%，68 款胖东来自营商品同步上架，从烘焙点心到家居百货，品质对标、价格同源。以网红单 品为例，现制肉蛋堡、核桃满满面包等明星产品，价格与胖东来持平，却能让更多城市消费者便捷购 买，实现 ...

Core Viewpoint - The rise of hard discount retailing is driven by rational consumer behavior and intense competition in supply chain efficiency, with companies like Wumart entering the market alongside established players like Hema and Jiajiayue [1] Group 1: Company Developments - Wumart has launched its first six hard discount stores named "Wumart Super Value" in Beijing, marking its entry into the community hard discount market [1] - The new stores have significantly reduced their product offerings to under 1,300 items, which is only 15% of the typical Wumart hypermarket, focusing on fresh produce, meats, and baked goods [2] - Wumart's hard discount stores emphasize low pricing rather than promotional discounts, with notable price reductions on various products, such as a 120g facial cleanser reduced from 34.99 yuan to 29.8 yuan [2] - Over 60% of the products in Wumart's hard discount stores are private label items, which are priced competitively, such as 1-liter non-GMO soybean milk at 5.9 yuan [2][3] - Wumart plans to open 25 additional "Wumart Super Value" stores in Beijing within the year, aiming for higher turnover efficiency and reduced operational costs through streamlined supply chain processes [3] Group 2: Industry Trends - The hard discount format is not new, originating from international brands like Aldi, which has successfully expanded in China, achieving a sales growth of 100% to 2 billion yuan in 2024 [4] - Domestic competitors are also entering the hard discount space, with Hema and Jiajiayue launching their own discount formats to leverage their supply chains and reduce costs [4] - E-commerce platforms are also exploring the hard discount model, with Meituan planning to open its first hard discount store "Happy Monkey" in Beijing and Hangzhou [5] Group 3: Market Challenges - The rise of hard discount stores reflects a shift in consumer behavior towards value and quality over brand loyalty, necessitating improved supply chain management from retailers [6] - Maintaining high quality at low prices poses significant challenges for hard discount retailers, as any failure in product quality can quickly erode customer trust [7] - The market has seen failures, such as the abrupt closure of discount operator Biyide, which struggled with operational management and market demand despite initial funding [7]