盒馬與瑪氏、百事、王小滷分別達成戰略合作
開年第一週,盒馬在上海分別與瑪氏、百事、王小滷達成戰略合作。簽約會上,盒馬與這批合作伙伴就折扣化背景下的新合作機制、產品研發創新等展開了深入探討並達成合作,未來將有一批質價齊優的新品在盒馬首發上架。

百事食品全渠道高級總監王健(左)與盒馬成品部總監張宇(右)
2023年百事食品與盒馬共同探索商品力升級,領先市場的銷售增長來源於商品結構轉型和持續深化的新品共創。此次戰略合作,雙方將在2024年基於消費者洞察,圍繞“優質優價”的產品解決方案進一步探索,在產品、營銷及數字化方面合作創新,提升消費者體驗和粘性,打造渠道轉型期零供合作的樣板模式。今年預計會有更多差異化、場景化、新奇特的新品在盒馬上架,一年四季滿足消費者的味蕾和嘗新體驗。

瑪氏客户發展高級總監何振鵬(左)與盒馬成品部總監張宇(右)
瑪氏箭牌是全球糖果、巧克力品類領導者,自1989年德芙巧克力和綠箭口香糖首次進入中國市場以來,知名度家喻户曉。2023年除了茅台巧克力、綠箭爆珠口香糖等新品在盒馬銷售亮眼,雙方也在“更健康的零食”方面有過成功的試水合作——用鷹嘴豆製作的M&M’s烘焙巧克力豆在盒馬獨家銷售,春節期間銷售尤為火爆。2024年,雙方也會基於獨家專供、新品首發等展開更進一步的密切合作。

王小滷創始人王雄(左)和盒馬成品部總監張宇(右)
王小滷是虎皮鳳爪的領導品牌,聚焦滷味零食細分品類,其超級大單品虎皮鳳爪深受消費者的喜愛,已經連續四年位居全國虎皮鳳爪銷售額第一。此次與盒馬達成戰略合作,雙方將基於對最新消費態勢和顧客需求的洞察,攜手研發定製新品,包括盒馬專屬口味滷味零食、盒馬首發新品等。
自去年啟動折扣化變革以來,越來越多知名品牌商、廠商與盒馬達成深度合作,積極擁抱折扣化的歷史浪潮。去年11月,芸嶺鮮生、新希望、卡士乳業、今麥郎等一批企業與盒馬達成了近100億的戰略合作。今年2月18日開始,盒馬在北京、南京、長沙三城啟動折扣化試點,超過7成款商品普遍下調,部分商品的降幅超過30%.
“折扣的背後是基於供應鏈再造和組織變革的零售再創新。“上海財經大學電子商務研究中心主任、中國式現代化研究院特聘研究員勞幗齡認為,完整的供應鏈既包括從上游生產商到零售商,也包括零售商到消費者,“這就是為什麼盒馬要打好折扣組合拳,必須在供應鏈全鏈條上前後同時發力。”
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