《新股消息》盒馬奧萊店以去品牌化服務社區居民
截至今年6月底,阿里(09988.HK)旗下新零售平台盒馬已於全國開設68間「盒馬奧萊店」,屬擁有自建供應鏈的折扣品牌超市,主要銷售滿足民生需求的「盒馬NB」系列商品,店舖面積約600至800平方米。盒馬奧萊專項負責人樊曉潔解釋,盒馬奧萊店定位主要服務「更精明」社區居民,因此雖然客單價較其他業態低,但客戶消費頻率及覆購率都較高。
她指出,NB代表去品牌化(No Brand),期望透過減少品牌溢價盡量降低商品價格,以滿足中老年社區消費者購物需求,由於目前周邊居民主要傾向到店線下購物,線上需求不多,因此最近數星期才開始測試線上業務,配送範圍為周邊800米,承諾一小時內送達。
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