斑马超市开进郑州，美团即时零售业务加速

大河财立方12-23 17:31

【大河财立方记者陈薇】美团通过前置仓做超市线上化的新业态斑马超市，日前已经进军郑州。目前，美团在郑州的斑马超市与郑州永辉等伙伴合作，提供24小时送货服务，品类涵盖生鲜、酒品、日百、休闲零食等。这种前置仓模式的线上超市业务，已成为美团外卖和到店两大成熟业务之外，又一个被市场认可的新业务增长点。美团自营的小象超市主要服务一线城市用户，斑马超市更深入二三四线城市，加盟合作的轻资产方式，也加速了美团...

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陈薇】美团通过前置仓做超市线上化的新业态斑马超市，日前已经进军郑州。目前，美团在郑州的斑马超市与郑州永辉等伙伴合作，提供24小时送货服务，品类涵盖生鲜、酒品、日百、休闲零食等。这种前置仓模式的线上超市业务，已成为美团外卖和到店两大成熟业务之外，又一个被市场认可的新业务增长点。美团自营的小象超市主要服务一线城市用户，斑马超市更深入二三四线城市，加盟合作的轻资产方式，也加速了美团前置仓模式线上超市的拓展速度。24小时可下单，斑马超市开进郑州今年11月，美团与永辉超市开出了双方合作的第一家前置仓超市店——斑马超市郑州凤凰城店，这也是永辉在全国与美团合作开出的第一家斑马超市。斑马超市是美团尝试的一个24小时经营、商家自配的前置仓超市品牌，通过前置仓发货做线上1小时到家业务，做本地超市的线上化业务。对美团来说，这是一种轻资产运营模型。斑马超市品牌是美团的，消费者的选购及支付在美团平台上做，但线下前置仓的招商、开店、运营、仓配则是永辉这样的斑马超市品牌的合作代理方来做。目前，郑州已经开出了两家斑马超市，从国内斑马超市的开仓来看，斑马超市的合作方几乎都为当地实体连锁商超。比如在山东及江苏徐州等地，斑马超市的合作代理方是当地知名的实体连锁商超——爱客多。永辉此前也曾公告，永辉超市在郑州成立了子公司叮叮猫超市公司与斑马超市达成战略合作，意图将美团的线上运营能力与永辉的供应链及仓端管理能力做融合。与传统商超相比，斑马超市一般24小时营业，定位为满足消费者的急需求。目前，在郑州以及更为低线的市场，24小时营业的业态相对较少，斑马超市的出现，刚好可以填补24小时超市业态空白，带来更好的购物便利性。对合作的商超而言，有助于尽可能做大订单量，让超市销售有更多增量。由于合作伙伴不同，每一家斑马超市的品类、定价也有差异。爱客多已开的斑马超市中，生鲜占比不高，主要是做一些休闲食品、日百等产品。而永辉开出的斑马超市，生鲜品类非常丰富，仅猪肉品类就提供了后腿肉、里脊肉、梅花肉、肋排等选择。小象、斑马合力，美团大力拓展即时零售业务在美团“动物园”中，斑马超市很容易让人联想到小象超市。在一线以及部分二线城市，美团以自营模式在运营前置仓线上超市品牌小象超市。两者都是前置仓线上超市，最重要的区别就是自营与加盟。虽然自营模式，美团可以更好地对每一个流程进行调优和监控，但也意味着美团需要投入大量的资金和人力，运营成本较高。因此，小象超市扩张速度相对较慢，市场份额的扩大面临一定压力。在市场相对空白的二三线城市，斑马超市的加盟模式有效增加了即时零售商家的数量，满足了消费者多样化的需求。更重要的是，加盟作为相对较快的拓展模式，斑马超市也成为美团抢占二三线城市即时零售市场的利器。从小象超市到斑马超市的背后，是这种前置仓模式线上超市的业务，已成为美团外卖和到店两大成熟业务之外，被市场认可的新业务增长点。刚刚公布的第三季度财报显示，美团的闪电仓（即可支持线上配送的前置仓）数量已超过3万个，并预计到2027年将超过10万个，闪电仓数量及订单贡献的增加成为拉动美团即时零售领域表现的新引擎。美团核心本地商业CEO王莆中更是预测：“闪电仓是即时零售行业最大的机会，2027年规模预计将达2000亿元。”由于此前即时零售存在履约效率低、靠烧钱获得规模等问题，多数商家的前置仓还集中在一二线城市，三线及以下城市尚未覆盖。美团已将下沉市场作为拓仓的一大方向。截至10月，美团的便利店闪电仓在下沉市场已达1866家，而斑马超市则可能成为美团拓展下沉市场的抓手。责编:刘安琪 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