与“美团们”火拼，京东七鲜掀起价格战，喊话“对手敢跟，就敢继续降”

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本文来源：时代财经作者：张雪梅图源：时代财经摄入局即时零售没多久，京东七鲜的“击穿价”却在持续加码。“便宜10%！对手敢跟，七鲜就敢继续降”。11月15日，京东旗下自营超市品牌七鲜在官方公众号喊话，表示将加大“击穿价”的力度，专区商品比其他即时零售平台平均便宜10%。若对手跟价，七鲜会继续降价。有消费者告诉时代财经，七鲜线下门店也随处可见写着“击穿价”“超百款，买一赠一”的大型广告牌。...

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入局即时零售没多久，京东七鲜的“击穿价”却在持续加码。“便宜10%！对手敢跟，七鲜就敢继续降”。11月15日，京东旗下自营超市品牌七鲜在官方公众号喊话，表示将加大“击穿价”的力度，专区商品比其他即时零售平台平均便宜10%。若对手跟价，七鲜会继续降价。有消费者告诉时代财经，七鲜线下门店也随处可见写着“击穿价”“超百款，买一赠一”的大型广告牌。2023年，“价格战”在整个零售行业打响。在此背景下，七鲜于去年10月推出“击穿价”，对部分商品降价，今年2月覆盖范围扩大至肉禽蛋品、饮料酒水、休闲食品、蔬菜水果、烘焙、水产等全品类。今年双11期间，七鲜继续拿出低价攻势，“击穿价”部分商品低至五折，并喊出“不怕比”“就是便宜”等口号，颇有将其他平台架上PK台的架势，而美团小象超市随后反击，即时零食掀起价格战。据多家媒体报道，在京东七鲜11月1日发起“击穿价”活动当天，小象超市就对食品、饮料、调料等多个日常高频刚需品类的百款商品进行紧急降价。11月15日，时代财经对比发现，在果蔬副食、生活百货等品类，七鲜的商品售价较多个生鲜平台仍有优势。其中，J级250g车厘子在美团小象超市和朴朴超市的售价为38.8元和36.9元，在七鲜APP的售价降至19.9元；小象超市和朴朴超市售价28.9元和22.9元的清风纸巾，在七鲜同规格的售价为18.3元/10卷。降价的效果立竿见影。11月15日，京东方面对时代财经表示，“击穿价”涉及消费者日常生活中吃、穿、用关系密切的商品品类，且会根据消费者的实际需求变化灵活进行品类调整。在双11开启后的前三天，七鲜线上订单数、成交用户数均实现同比三位数增长，水果、蔬菜、水产、肉禽蛋等多品类的爆款卖至脱销。京东的低价策略始于2022底创始人刘强东在一场内部大会上的发言，其表示要将“低价”作为京东零售未来三年最重要的战略方向。而在京东零售集团确定的2024年三大关键战略方向中，即时零售也被纳入其中，试图靠“低价”从万亿即时零售市场分羹。除京东到家和京东小时购之外，七鲜也是京东发力即时零售的载体之一。七鲜为京东于2017年推出零售品牌，定位与阿里旗下盒马相似。2018年1月，七鲜首店在北京开业，以京津冀为主要区域发展。2021年6月，七鲜南下在长沙开出湖南首店。进入2022年，七鲜开始进行战略收缩，陆续关停长沙、西安、南京、惠州、武汉等非核心区域的门店，撤出华东等区域，逐渐收缩南方区域。根据公众号显示，截至目前，七鲜共有61家门店，主要分布在京津冀和粤港澳大湾区。2024年，京东似乎又将七鲜摆到了发展的优先级。9月26日，七鲜拓展华东区域，在上海开出首家独立运营的门店，此前其在上海仅有一家与MUJI合作的门店。今年9月，七鲜在北京开出首个前置仓，其北京第二仓也在建设中。11月1日，七鲜与前置仓完成融合，正式加入即时零售的大战中。据《2023即时零售发展趋势白皮书》显示，即时零售市场规模正在飞速增长，预计到2030年将增至3.6万亿元。不过，眼下即时零售市场早已多强林立，其中美团牢牢占据头部位置，美团发布的数据显示，2023年美团即时配送订单达到219亿笔，同比增长23.9%。此外，抖音、饿了么、叮咚买菜、朴朴超市、盒马也在市场中占有一席之地，而目前京东七鲜还主要在华北地区发展。对于京东七鲜来说，价格战或许能为其赢得一波流量，但面对已经站稳脚跟的对手，想要杀出一条路来仍需大量的投入。查看原图 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