2024商戰第一槍：盒馬繼續“移山” 這次要“肉搏”
讓盒馬在今年夏天賺足眼球的“移山價”捲土重來：盒馬已於12月初啟動“移山打牛”項目，並宣佈在2024年繼續進行“移山價”。
盒馬“移山打牛”項目負責人甬澤表示，2024年移山價的頭牌搜商品是牛肉。“盒馬已經從12月初，將牛肉全面升級為安格斯150天谷飼牛肉，包括牛排、火鍋片和烤肉片等等，跟之前100-120天的牛肉相比，會帶有更明顯的雪花，口感更細膩、層次更豐富，甚至能吃出淡淡奶香味。”甬澤表示，盒馬的牛肉在定價時完成了全行業市場調研，保證品質和性價比。
盒馬頁面顯示，350克冰鮮澳洲谷飼雪花安格斯150天肥牛火鍋片售價為33.9元，400克冰鮮澳洲谷飼雪花安格斯150天眼肉牛排價格為99.9元，均比山姆會員店同款商品“克單價”略低。
12月1日，盒馬與紐瀾地、月盛齋、天譜樂食3家企業就在海外建立直採專供牧場達成合作，首批3個牧場位於澳大利亞的新南威爾士州和維多利亞州，將為中國消費者供應源頭直採、全程冷鏈直達的新鮮牛肉。盒馬鮮品部採購經理何小青表示，直採帶來了20%的成本優化，全牛訂購保證了85%以上的出成率，根據中國消費者的偏好加工成牛排、燒烤、火鍋等不同吃法的商品系列。在即將到來的2024年1月，盒馬已為消費者“囤”好3000多頭牛，迎接春節和“移山打牛”項目的高峯。
今年夏天，盒馬開啟了轟轟烈烈的“移山”行動，儘管官方表示“移山價“是“發揮愚公移山的匠人精神，致力於將全球最好、最具性價比的商品，帶給盒馬用户”，但它依然捲起了商超領域的大規模價格戰：山姆的榴蓮千層蛋糕從最初的128元，一路與盒馬纏鬥，最終降至85元。盒馬在不斷降價的同時，還推出了小規格榴蓮千層蛋糕，只要39.9元，並做了口味升級，推出了貓山王榴蓮千層，也僅售49.9元。
除了榴蓮千層，鮮牛奶、瑞士捲、冰淇淋甚至洗臉巾等多個品類，都相繼加入“移山大軍”。 極光大數據顯示，從“移山價”推出至今年9月底，盒馬APP周均DAU增長13.3%。相比之下，山姆降價期間一度也有增長，但8月底開始不斷滑落，活動至今僅增長3.9%。
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