当人们提起北京商业，往往首先会想到极具历史底蕴的王府井步行街、国际化的CBD商圈，以及好逛又好吃的大悦城、合生汇、太古里等热门商业。 但在大型商圈和大体量商业之外，还有更多小而美的商业担负起丰富区域商业生态的作用，重构商业与生活的边界，同时惠及周边居民和办公客群，让人 们愿意留在"附近"，也能够回归"附近"。 01. 有"社区感"的商业 应该什么样？ 在北京，这个问题还没有标准答案，但或许有参考答案：比较固定的辐射半径、相对稳定的核心客群、高频的到访消费和熟人社交的运行逻辑。 在"空间"层面，把商业公共空间做成"共享客厅"，做好生鲜超市、亲子乐园、露天座椅、室内外绿化、宠物友好设施，让附近居民先"进来坐坐"，下一步 才是买东西。 在"业态"层面，把优质内容嵌入一整天的生活流程，比如周末早上买早餐、喝咖啡，上午遛娃或遛宠，中午吃一顿丰盛的午餐，下午做个spa顺手买菜， 晚上健身或喝点小酒，让商业成为时间方案策划者而非商品集合地。 在"文化"层面，让居民或办公客群成为"共创者"，在招商阶段深度调研区域客群消费特点、听取居民意见，在开业后把快闪、市集、分享会做起来，拉着 本地老字号、主理人品牌、社区KOL一起"整活 ...

Core Insights - FUDI, a high-end supermarket brand in Beijing, aims to attract the top 5% of consumers with a focus on quality and aesthetics, positioning itself as a more accessible alternative to Sam's Club [1][11][18] - The newly launched AW supermarket under FUDI is designed to cater to young consumers, offering a curated selection of fresh and organic products while maintaining competitive pricing [2][5][18] Group 1: FUDI and AW Supermarket Overview - FUDI opened its first store in 2021 and has since expanded to include the AW brand, which emphasizes high-quality organic produce and a visually appealing shopping environment [1][11] - AW supermarket is smaller than traditional warehouse-style stores like Sam's Club, allowing for a quicker shopping experience, typically completed in about 20 minutes [2][4] Group 2: Product Offering and Pricing Strategy - AW features meticulously organized shelves and a wide range of fresh products, including prepared foods and imported items, with a significant portion of its inventory dedicated to perishables [4][5] - Prices at AW are competitive with other high-end supermarkets, but it also offers premium products that cater to consumers seeking quality over cost [4][5] Group 3: Market Positioning and Consumer Targeting - FUDI's strategy includes direct sourcing from producers, which helps maintain quality while minimizing costs, with a commitment to keeping gross margins below 10% [5][11] - The supermarket targets young, quality-conscious consumers, differentiating itself from competitors by offering smaller product sizes and lower prices compared to traditional high-end supermarkets [5][10] Group 4: Competitive Landscape and Future Prospects - The high-end supermarket segment is increasingly competitive, with brands like Ole and others vying for the same affluent consumer base, which represents a small but lucrative market [15][18] - The success of AW will depend on its ability to carve out a unique identity and attract a loyal customer base amidst competition from established players like Costco and local brands [18]