零食折扣店，变身“线下拼多多”

商界杂志11-22 20:00

量贩零食的下半场，才刚刚开始。来源 | 非凡油条（ID：ffyoutiao）作者丨小笼包编辑丨养乐多图片丨全景网今年上半年，超过100家超市门店关闭。对于超市这种零售模式，今年无疑是至暗时刻。然而，仍有新兴零售品牌在大手笔扩张，甚至短时间内开189间超市。自今年6月15日在成都推出第一家批发超市门店获得成功后，9月27日，零食有鸣YUMMY公众号宣布吹响全面进军批发超市号角，国庆期间189家门店...

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非凡油条（ID：ffyoutiao）作者丨小笼包编辑丨养乐多图片丨全景网今年上半年，超过100家超市门店关闭。对于超市这种零售模式，今年无疑是至暗时刻。然而，仍有新兴零售品牌在大手笔扩张，甚至短时间内开189间超市。自今年6月15日在成都推出第一家批发超市门店获得成功后，9月27日，零食有鸣YUMMY公众号宣布吹响全面进军批发超市号角，国庆期间189家门店同开，进军硬折扣全品类批发超市新业态。在零食有鸣批发超市中，商品结构、门店面积等都发生了变化。除了以往的酒水乳品、方便速食、烘焙糕点等预包装食品品类外，批发超市中还扩充了纸品日化、日用百货、米面粮油等商品，更大范围覆盖消费者的生活场景需求，单店面积较以往的纯零食店也扩大至200-400平方米，以容纳更多的商品。零食有鸣不是量贩零食品牌吗？今年很多连锁超市亏损，零食有鸣又有什么底气狂开超市呢？关键在惊人的低价。在零食有鸣批发超市中，天猫舒肤佳官方旗舰店售价29.9元、线下超市售价34.8元的720ML薰衣草沐浴露仅售25.8元；拼多多上售价30.9元的10斤金龙鱼大米在零食有鸣中仅售27.7元。难怪说比起零食折扣店，这里更像是“线下拼多多”般的批发超市。而打着“一件也是批发价”、“一盒也是批发价”、“样样都是批发价”等口号，凭借更低价的商品价格，如今零食有鸣批发超市开得起来，截至10月20日，全国“零食有鸣批发超市”门店数已近500家。积极布局各种低价商品来开超市的，还有其他量贩零食品牌，例如今年8月“爱零食”宣布进军便利店，期望借助零食+便利店生态融合模式快速布局市场并实现盈利，零食优选也增加了百货、日用等品类。各种零售品牌纷纷卷向硬折扣批发超市赛道。10月28日，爱零食更是进一步与三只松鼠上市公司签署了战略合作投资协议，拟通过构建“全品类+全渠道”的经营模式深化布局、开拓线下业务。而这些零售品牌的转型，一定程度上是因为量贩零食赛道太卷了。在零食赛道中，已有零食有鸣、赵一鸣零食、零食很忙、好想来等品牌不断疯狂开店、跑马圈地。但去年11月赵一鸣零食与零食很忙宣布战略合并，成立“鸣鸣很忙”集团成为国内首个万店零食连锁业态品牌后，整个行业格局逐渐趋于稳定。量贩零食是新赛道，可是各路诸侯跑马圈地速度极快，蓝海早就卷成红海了。无论是头部品牌为了寻找新的发展点，还是中小品牌想在夹缝中生存，转型发展、寻找第二增长曲线都成为了各大品牌的关注方向。显然，借助原有的供应链优势，通过开设更多品类以为消费者提供更多选择，并借此拉高客单价、提升店铺盈利是很合适的选择。一家店里，廉价零食吸引小朋友，便宜米面粮油吸引老年人，客群一下子就大多了。以零食有鸣为例，在密集的开店与零售发展背后，其已具备较强的后端与数据供应链能力。目前，零食有鸣在全国11大城市已自建了12个大型智能仓储物流中心、全国范围内拥有7家大型低温仓库与170多辆冷链配送车以保障物流运输的可视化、运输效率与品质。同时，借助高效完整的数据供应链，公司可快速识别库存商品消耗情况并及时调拨货物，实现高效运营。此外，通过硬折扣模式运营的零食品牌本身就是通过缩短供应链、降低经营成本来实现高性价比的，自身在供应链上具备一定议价权。通过转型成批发超市，可减少单一品类SKU、提高采购规模，并借助自有渠道、标准化的店铺运营，进一步发挥规模优势，降低采购、流通、运营成本并保持价格优势。之前烧钱铺门店，把门店规模做大了，供应链管理能力也磨练出来了，靠大规模和供应链对供应商压价，这就是门店数量众多的量贩零食店进军超市的底气。当然，这反过来也要求品牌们在进入零售批发超市赛道后，还需要在供应链、成本控制多方面不断强化，最好还要保持发展自身特色，这样才能继续保持竞争力。毕竟如今新的折扣零售比赛才刚开始，品类多样化的思路也有很多，就连美妆店也搞起了食品售卖，未来究竟谁能胜出，会不会跑出一匹黑马均尚未可知。量贩零食的下半场，才刚刚开始。查看原图 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