全球生鲜美食热潮延续，各大电商平台积极应对
随着春天的脚步临近，全球各地的生鲜美食 continue to heat up the charts. In response to this growing demand, major生鲜 retail platforms are once again stepping up their strategies, implementing various measures such as price cuts, product expansion, and adjusted delivery fees to gain a competitive edge in the market.
On February 26th, JD.com’s Seven Fresh超市 officially launched an upgraded “penetration price” campaign, with hundreds of items across various categories including meat, poultry, eggs, dairy products, beverages, snacks, vegetables, fruits, and seafood, all enjoy a price cut of up to 17% and even as high as 38%. Additionally, JD.com guaranteed that the shipping fee would remain free for orders worth 59 yuan or more to attract price-sensitive customers and retain their loyalty.
It is not unusual for retailers to launch “price war” promotions in the生鲜 category, but what sets this round apart is the fierce competition among online retailers. As offline retail continues to recover, the survival of these platforms depends on showcasing their true colors in terms of quality, service, and supply chain efficiency. Moreover, cost reduction is no longer the only key to success; building a strong brand image and creating lasting customer relationships become equally important.
Recently, other retail giants such as Boxed, Meiya, and YHD have also been expanding their businesses and increasing their product offerings to capture more market share. For instance, Meiya has reduced prices in its pilot cities Beijing, Nanjing, and Changsha, while YHD has introduced new categories like fresh produce and daily necessities.
The race for market share is not just limited to online retailers. Traditional brick-and-mortar supermarkets and large shopping malls are also facing stiff competition in the deepening waters of the retail industry. Big names like Wal-Mart, Costco, and Carrefour have recently closed multiple stores globally, reflecting the challenging environment they face.
In the highly competitive and rapidly evolving landscape of the Chinese生鲜 retail market, only those who can continuously improve their supply chain efficiency, reduce costs, and enhance the quality of their products and services can thrive. This is why many retailers are shifting focus from mere discounts to offering better value for money.
According to the 2022 China Instant Retail Development Report, the market size of instant retail, including生鲜 e-commerce platforms, has been growing at a speed of 81% over the past five years, and it is expected to exceed 1.2 trillion yuan by 2025. However, the era of massive spending on market expansion is coming to an end. In the future,生鲜电商市场（包括生鲜新零售平台、到家平台、社区团购等）will continue to exist in a multi-model coexistence scenario, with different models competing and driving each other’s growth.
The challenges faced by the生鲜 retail industry are significant, but the opportunities are equally great. As the Chinese consumer becomes increasingly discerning and demanding, the importance of offering high-quality, healthy, and convenient food products cannot be overemphasized. The industry must strive to meet these changing needs by leveraging technology, modernizing supply chains, and enhancing customer experience.
Furthermore, the rise of the “hourly delivery” model is expected to bring a new lease of life to the sector. This new business model offers same-hour delivery of fresh produce, making it possible for consumers to enjoy fresh and high-quality food products at any time. Many生鲜新零售平台, such as Dingdong Meituan and Boxed, have already started experimenting with this innovative delivery model.
In conclusion, the fierce competition in the Chinese生鲜 retail market is a testament to the healthy development of the industry. As the market enters a new phase of growth, retailers must focus on improving product quality, service levels, and customer satisfaction while keeping costs under control. By doing so, they can carve out a niche for themselves in the highly competitive market and achieve sustainable growth.