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  转自:北京商报

  永旺超市在京最后一家门店即将关闭。近日,永旺超市丰台店宣布将于5月16日正式终止经营,永旺超市官方表示闭店是由于“公司业务调整”。实际上,自2017年以来,永旺在内地新开的门店中,综合超市的占比逐年下降,其内地的业务更是连续八年陷入亏损困境。对于永旺超市来讲,早年叫好叫座的生鲜食品、进口商品逐渐失去吸引力,本土超市选品与配送服务快速改写着中国零售格局。想要重拾市场,永旺超市需要新的商业故事甚至全新的商业逻辑。

  北京市场再无门店

  北京商报记者走访位于丰台永旺梦乐城的永旺超市看到,门店贴出闭店公告,“永旺超市丰台店将于2025年5月16日结束营业后,正式终止经营”。公告显示,永旺超市在河北燕郊镇和天津市共计5家店铺,均正常营业中。消费者所持有的永旺积分卡、购物卡等,可在以上5家门店继续使用。

  目前,永旺超市丰台店仍正常经营,不过,店内的部分货架已出现商品空缺的现象。对此,超市服务台的工作人员表示,接下来超市基本不会再继续补货,“若消费者还有未使用完的购物卡,可在闭店前前来消费”。至于闭店后购物卡未花完能否退费,上述工作人员表示暂未收到通知。

  针对闭店原因及在北京的后续规划,北京商报记者采访了永旺中国相关负责人。永旺中国表示,此次北京地区的店铺调整并非由于经营困难,而是永旺集团中长期店铺战略调整的一环,“北京仍然是永旺集团非常重视的市场之一。如永旺幻想(儿童游乐设施)以及永旺永乐(物业服务)等集团公司业务仍持续运营”。

  值得注意的是,永旺超市丰台店与所处的永旺梦乐城同属永旺集团。一名接近永旺超市的相关人士透露,永旺超市丰台店的闭店,实际上是因为北京丰台永旺梦乐城即将闭店而不得不作出的决定。永旺中国方面也向北京商报记者确认了闭店消息。不过目前来看,永旺梦乐城内除永旺超市外的业态仍在正常营业,暂未有闭店迹象。

  丰台店是永旺超市在北京市场的最后一家门店。据了解,永旺超市最早于1996年进入中国内地,并于2008年进入北京市场。此前,永旺超市还曾在朝阳大悦城、昌平永旺国际商城开有两家门店,两家门店已分别于2022年10月、2023年5月关闭。

  母公司调整重心

  1996年,永旺中国在广州天河城开出首家综合百货吉之岛(永旺曾用名),由此开始了向全国市场布局的脚步。在中国市场,永旺主要以GMS(综合超市)、SM(食品超市)和购物中心三种模式进行扩张,前者即永旺超市,商品品类齐全;食品超市门店面积较小,主打生鲜食材;购物中心则是梦乐城。

  彼时,作为日资企业旗下品牌,永旺超市以独特的进口商品受到了顾客的青睐,每周二会员答谢日以及“十元均一”活动日,更是吸引不少消费者全家出动“扫货”。在这样的趋势下,永旺超市的门店逐渐拓展至全国各地,遍布京津冀地区、江苏省、湖北省、浙江省、广东省及香港等地。

  然而,近些年来永旺超市闭店的消息不断传来。除北京市场的门店接连关闭外,永旺超市在广州、武汉、深圳等地也陆续有门店关闭。今年2月,深圳永旺超市宝安中心店宣告闭店,在经营了13年后告别当地消费者,永旺在深圳的门店也因此仅剩两家;武汉的永旺超市凯德·西城店于2024年8月20日正式闭店。

  不断关店背后,是永旺超市母公司接连亏损带来的压力。根据永旺发布的2024年业绩报告,公司2024年收益为80.95亿港元,较2023年的86.93亿港元有所下降;归母净利润亏损约3.41亿港元。而2017年至2024年上半年,永旺在中国内地业务共亏损超7.37亿港元。

  这也迫使着永旺中国在经营策略上进行调整。一方面,永旺超市逐步关掉市场表现不佳的部分城市门店,并将新增门店落在优势区域,如近期永旺宣布在大本营广东新开3家门店;另一方面,永旺集团将更多的重心倾斜在食品超市及梦乐城业态上。

  根据相关统计,2017年以来永旺在内地的新开门店中,综合超市的比重逐年下降,食品超市及梦乐城的比重则有所上升。永旺方面曾表示,2030年之前,要把湖南省的购物中心增加至5家,湖北省增加至7家。

  在不同业态的布局上,永旺中国表示,在中国开展的三种业态是根据地区的布局条件、物件的特性以及周边的商圈需求等进行综合性的判断,选择最适合的业务形态。因此,并非是事业的重心偏向某业态,而是以最适合各地区的业态形式推进业务。

  生鲜优势被弱化

  在如今的零售环境下,“永旺们”仅凭进口超市的名头已经难以站稳脚跟,家乐福、沃尔玛以及同为日资的伊藤洋华堂的日子也并不好过:家乐福逐渐销声匿迹,伊藤洋华堂在北京只剩一家食品馆,沃尔玛大卖场也在尝试转型。伴随步步高(维权)超市、永辉、物美等本土企业掀起调改浪潮,进口零售企业将面临更激烈的市场竞争。

  永旺同样面临着转型压力。连锁产业专家文志宏表示,永旺超市最初在中国市场能够发展起来,源于它的商品和服务,特别是在生鲜食品方面的优势。但随着国内商超的发展,上述优势逐渐弱化,加之整个大卖场业态承压,永旺超市也遇到了发展的瓶颈,亟待进行升级。

  在零售专家胡春才看来,永旺超市式微与电商的挤压、商品的周转成本有关。他表示,单从进口商品来看,如今电商的便利性使得消费者更容易买到想要的商品;且线下门店的进口商品通常还有着更高的流转、仓储成本,在价格、便利性方面均不具备竞争力。

  据永旺中国介绍,截至目前,永旺在中国已布局79家超市店铺。对于当前零售环境的变化,永旺中国方面告诉北京商报记者,由于会员制店铺的兴起和业内模范事例的出现,竞争更加激烈,在此环境下永旺融合了日本最新的店铺模式和迄今在中国市场长年积累的经验和运营技巧,持续推进“受当地顾客支持的店铺模式”。

  胡春才认为,未来永旺超市应保持在生鲜板块的丰富度及差异化优势的基础上,进一步在食品及百货方面做出质价比,才能打造整体的优势。“靠生鲜把消费者吸引进店后,还要想办法提高客单价,才能提升经营状况。”

  北京商报记者胡静蓉

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