7月21日，叮咚买菜创始人兼CEO梁昌霖在叮咚买菜供应链生态峰会上称，该公司会用商品和生态思 维，取代主流的流量和平台思维，专注在生鲜、食品赛道，深耕供应链全链路。叮咚买菜方面还介绍， 为了系统性地提升商品品质和差异化特色，今年叮咚买菜内部启动组织架构调整，将原有的商品开发中 心改为10个独立的事业部，将商品开发、运营、品控等核心部门组织在一起，由公司10位核心高管分别 带队。 据悉，这10个独立事业部分别按蔬菜豆制品、水果、水产、肉禽蛋、日配冷冻等10个大品类进行划分。 此次策略调整被看作是叮咚买菜在自有品牌方向的进一步探索。 叮咚买菜在2021年提出商品力策略，核心是打造自有品牌，目前已开发出谷类品牌"良芯匠人""有豆 志""山涧柴火"、快手菜品牌"蔡长青""拳击虾"、烘焙品牌"保萝工坊"、黑猪肉品牌"黑钻世家"等。今年 上半年，叮咚买菜还联合上游合作方成立黑猪养殖基地，服务于其旗下黑猪肉自有品牌"黑钻世家"。 叮咚买菜深入供应链源头的举措并非个例，而是顺应当前零售业"缩短链路、介入传统供应链、强化自 有品牌"的转型方向。如永辉计划在未来3-5年内将自有品牌销售占比提升至40%，步步高（002251）超 ...

行 业 研 究 2025 年 05 月 05 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -29% -14% 0% 14% 29% 43% 2024-05 2024-09 2025-01 商贸零售 沪深300 相关研究报告 《年报一季报陆续披露，关注高景气 板块优质公司—行业周报》-2025.4.27 《"美团闪购"品牌独立，即时零售模 式加速发展—行业周报》-2025.4.20 《医美化妆品 3 月月报：锦波生物首 个胶原蛋白填充三类械获批，关注"情 绪消费"主线下的美妆机遇—行业点 评报告》-2025.4.19 零售企业经营持续承压，关注高景气优质公司 ——行业周报 | 黄泽鹏（分析师） | 陈思（联系人） | | --- | --- | | huangzepeng@kysec.cn | chensi@kysec.cn | | 证书编号：S0790519110001 | 证书编号：S0790124070031 | chensi@kysec.cn 证书编号：S0790124070031 财报全部披露完毕，零售企业经营持续承压，关注高景气板块优质公司 A 股上市公司 2024 年年报、2025 年 ...

行 业 研 究 2025 年 05 月 05 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -29% -14% 0% 14% 29% 43% 2024-05 2024-09 2025-01 商贸零售 沪深300 相关研究报告 《年报一季报陆续披露，关注高景气 板块优质公司—行业周报》-2025.4.27 《"美团闪购"品牌独立，即时零售模 式加速发展—行业周报》-2025.4.20 《医美化妆品 3 月月报：锦波生物首 个胶原蛋白填充三类械获批，关注"情 绪消费"主线下的美妆机遇—行业点 评报告》-2025.4.19 投资建议：关注消费复苏主线下的高景气赛道优质公司 零售企业经营持续承压，关注高景气优质公司 ——行业周报 | 黄泽鹏（分析师） | 陈思（联系人） | | --- | --- | | huangzepeng@kysec.cn | chensi@kysec.cn | | 证书编号：S0790519110001 | 证书编号：S0790124070031 | chensi@kysec.cn 证书编号：S0790124070031 财报全部披露完毕，零售企业经营持续承压，关注高景气板块优质公 ...

Core Insights - The core strategy of Dingdong Maicai is to build a comprehensive supply chain from farm to table, enhancing its brand visibility and supply chain strength through its own brand "Heizhuanshijia" [1][2] - Dingdong Maicai's shift from merely selling pork to raising pigs represents a significant strategic upgrade, addressing quality concerns and cost control in the black pig market [2][3] Group 1: Market Challenges - The black pig market in China faces structural contradictions between consumer upgrades and industrial imbalances, leading to trust issues and bottlenecks in the industry [4] - Consumers are increasingly concerned about food safety, with frequent food safety issues causing doubts about the quality of black pork, despite its higher price compared to white pork [4][7] - The lack of effective quality identification methods and the misuse of "local pig" labels have contributed to a trust crisis in the black pig industry [4] Group 2: Strategic Moves by Dingdong Maicai - Dingdong Maicai's strategy involves deep collaboration with Gaojin Foods to explore an order-based breeding model, planning to invest in 30,000 specialty black pigs over the next year [10] - The company aims to create a traceable system to ensure the quality and safety of black pigs, addressing consumer trust issues [10][19] - By focusing on consumer data to customize pig specifications and developing high-value products, Dingdong Maicai seeks to maximize the economic value of black pigs [10][15] Group 3: Supply Chain Innovations - Dingdong Maicai's approach includes a transparent supply chain where consumers can trace the entire lifecycle of the pigs, enhancing trust and quality assurance [17][19] - The company has established a "pig chip" barrier through molecular breeding technology, improving lean meat rates and creating detailed product solutions [19] - The integration of cold chain logistics ensures that pork remains fresh and safe, with a commitment to daily sales and no overnight meat [14][20] Group 4: Market Positioning and Consumer Engagement - Dingdong Maicai's "Heizhuanshijia" brand has achieved significant sales, with over 200,000 users and a high rate of repeat customers, indicating strong market acceptance [12] - The company is expanding its offline presence with dedicated stores, allowing consumers to see the quality of the meat firsthand, thus bridging the gap between online and offline experiences [21] - By collaborating with well-known restaurant chains, Dingdong Maicai is positioning itself as a quality supplier in the food service industry, enhancing its market influence [20]

Group 1 - Dingdong Maicai's black pork brand "Heizuan Shijia" plans to invest in 30,000 specialty black pigs within a year and expand its exclusive store layout from 5 to 15-20 stores this year [1] - The company has partnered with Gaojin Food to explore a black pig order breeding model, focusing on upstream breeding chain integration [1][3] - The black pigs are a hybrid of Wujin black pigs and Chuanxiang black pigs, with an intramuscular fat content of 4.28%, which is over three times that of ordinary white pigs, enhancing flavor and texture [1] Group 2 - Dingdong Maicai's full-chain quality control system includes ecological breeding environments in Sichuan and Yunnan, ensuring natural disease prevention and scientific feeding [3] - The company has opened two fresh food convenience stores in Shanghai, adopting a "small but exquisite" model with a plan to expand to 15-20 stores this year [3] - The brand has established partnerships with well-known restaurant chains for customized meat products [3] Group 3 - The trend of technology companies entering agriculture is notable, with figures like Bill Gates and Jeff Bezos showing interest in farming [3] - Notable examples include NetEase's founder Ding Lei, who established a pig farm in 2009, and Alibaba's Ma Yun, who has invested in seafood farming [4][5] - Other tech companies like Tencent, JD, and Pinduoduo are also investing in agriculture, with Pinduoduo planning to invest 100 billion over three years to support agricultural products [5]

在云南彝良小草坝，海拔近2000米的山野里，一群黑猪正慢慢长大。 它们喝的是天麻竹根水，吃的是山果、野草和五谷杂粮，日复一日地撒欢、觅食、晒太阳。 小草坝盛产天麻，不光滋养了人，也养出了这里的黑猪界明星。 "方圆三公里内无人烟，乌蒙山形成天然防护栏，负氧离子浓度高得像天然氧吧，养出来的猪品质怎么 会差。"杨永军说道，他是高金食品养殖运营总监，2005年从四川农业大学毕业后，20年只做一件事： 养猪。 如果把平原里白猪的养殖节奏比作"高强度996"，那么小草坝的黑猪，走的是"佛系慢养"路线。 作者 | 孟雪 统筹 | 文芳 视觉 | 顾芗 这里没有催生的饲料，没有赶工的时钟，只有充足的时间和自然的养育。 在城市高速运转的另一头，这群黑猪，以另一种节奏，续写着关于生长和品质的答案。 这是一头猪的故事，也是关于市场变化、供应链进化，和味觉记忆的一种回响。 一头猪的慢生活 云南彝良小草坝，地处川滇交界，群山环绕，雾霭迷蒙，是鲜有人至的世外桃源。 不像平原养殖的白猪，赶着100来天就出栏，来自小草坝的黑猪则是要足足300天，才能修炼成"肉质鲜 美，油花如雪"的肉类精品。 作为叮咚买菜的重要合作伙伴，高金食品花了十多年时 ...