wen | bohucaijing linen

liangfanlingshidechuxian，rangbenjiuyongjidelingshisaidaobiandegengyongjile。

yixiezaoqiandelingshiwanjia，zailiangfanlingshidelaishixiongxiongxia，yitongjuanrulexindezhanyizhong。

jinnianyilai，duojialingshipinpaiyongruchaoshisaidao。qizhong，yaoshulaiyifenzhiqideshuihuagengweimingxian。

zheilibushizhi，laiyifenyijingjiaochulechengjidan，ershitazaineijuandelingshiyushiweidechuantongchaoshizhijian，xuanzele“zaizaoshanmu”。

zheishiyigehenyouyisidexuanxiang，chengbaidoujiangyinglaiwaijiedeweiguan。

01 业绩承压，来伊份“复刻”山姆

jinnian9yue，laiyifenkaichuleshoujiacangchuhuiyuandian，mianjida5000pingfangmi，zhuyaomianxiangjiating、qiyejizuzhixingcaigou。skuguoqian，pinleicongdanyixiuxianshipinkuochongzhijiushuiyinliao、mimianliangyou、shengxianshushi、shuiguo、ruzhipindeng。xiaofeizhebanliheijinhuiyuanjikechengweicangchuhuiyuanjindianxiaofei，nianfeiwei99yuan。

yinmoshiyushanmujiweixiangsi，laiyifencijuyebeirenweidazao“shanmu”。

laiyifenyichuantongmendianqijia，shengengxiuxianlingshisaidao。2016nian10yue，laiyifenzaihushizhubanshangshi，chengwei“lingshidiyigu”。shangshihoudejinianjian，laiyifenyingshoubaochizengzhang，danzengsubugao。

zhidao2023nian，laiyifenyingshoutongbixiajiang9.25%，chuxianshangshiyihoudeshouciyingshouxiahua。2024nian，caibaoshujuxianranmeiyouhaozhuan。2024nianqiansanjidu，laiyifenshixianyingyezongshouru25.23yiyuan，tongbixiajiang15.96%；guishumugongsigudongjinglirun-4262.36wanyuan。

zheibeihou，youxingyezhengtichengyadeyinsu，yeyoulaiyifenzishendezhanlvewenti。

genjuaimeizixunfabude《2023-2024nianzhongguoxiuxianshipinchanyexianzhuangjixiaofeixingweishujuyanjiubaogao》xianshijin2019nian—2022nianxiuxianshipinshichangguimocong10566yiyuanzengzhangzhi11654yiyuan，sinianneizengzhanglvfenbiewei6.6%、6.1%、3.2%、0.32%。

keyikandao，xiuxianlingshishichangzengzhanglvdafuxiahua，yijingmairucunliangjieduan。zhideyitideshi，liangfanlingshirangxiuxianlingshisaidaojinyibuchengya。

buguo，congsanjidulingshixingyedebiaoxianlaikan，bingfeisuoyoulingshiqiyedouxianglaiyifenzheibanjiongpo。

windshujuxianshi，genjuzhongxinzhengquansanjixingyefenlei，baokuoguangzhoujiujia、yanjinpuzi、liangpinpuzi、sanzhisongshu、qiaqiashipinzaineide26jiaxiuxianshipinshangshigongsizhong，you22jiagongsizaidisanjidushixianyingli。“xiabannian，lingshiqiyezhilengqilaile”，yejiejichulezheiyangdepingjia。

danxianran，laiyifendechujingquemeiyouneimeleguan。disanjidu，laiyifenshixianyingshou7.31yiyuan，tongbixiajiang18.12%；guishujinglirunwei-5754.81wanyuan，tongbixiahua15.47%；koufeijinglirunwei-6626.15wanyuan，tongbilvejiang0.32%。

yaolun“chudao”shijian，laiyifenchengdeshanglingshixingyedechudaiwanghong。2003nian，laiyifenzaixianxiayijingyongyou88jiamendian。bishi，liangpinpuzi、sanzhisongshudouhaimeiyoumianshi。

raner，qiaqiashizheihoulaizhe，tongguodianshangqudao，chongjilelaiyifendexingyediwei。

liangpinpuzi、sanzhisongshudengxinxinglingshipinpaikuaisuqiangzhanxianshangqudao，qiangduonianqingrenxinzhidetongshi，laiyifenquechichizaixianxiapufuqianxing。genjuquniandecaibao，zhiyingmendianrengshiqizuizhuyaodeshourulaiyuan，zhanbichaoguoliucheng。 

shishishang，weilezijiu，laiyifenzuolebushaochangshi，lirutuichuziyoupinpaijiangxiangxingbaijiuchanpin“zuiai”xilie，tuichushoukuanqipaoshuipaipaining，kuajiedaoruzhipin、suoxianluwei、lengdongshipin、yuzhicai、shuiguoshengxian、liangyoudiaoweidenglingyu。

mouzhongchengdushang，cangchuhuiyuanchaoshiyeshilaiyifendezijiufangfazhiyi。danzheiyichangshisilu，bieyoukandian。

02 为什么是仓储会员超市？

cangchuhuiyuanchaoshidelishikeyizhuisudao1954niandemeiguo，1996nianzhubujinruzhongguodalushichang，bingzaijinjinianyinfagengguangfandeguanzhu。qizuidadetedianshi，cangchushidehuojiachenliefangshi+huiyuanzhijingyingmoshi。

zheijinian，suizhezhongguochuantongchaoshideshiwei，cangchuhuiyuanchaoshiyeyinglailegengduoguanzhu，bingpingjiejiaokeguandefazhan，xiyinwanjiaruchang。

aimeizixunshujuxianshi，2021niancangchuhuiyuanchaoshixingyetongbizengzhang12.3%，shichangguimoda304.3yiyuan，2022nianyujitongbizengzhang10.1%，shichangguimoda335yiyuan，dao2025nianyouwangjiejin400yiyuan。

jutidaoshanmudezengzhang，yekeyikandaocangchuhuiyuanchaoshidefazhanqianli。

woermazhongguodiercaijijingxiaoshoue46yimeiyuan，yueherenminbi330yiyuan，tongbizengzhanggaoda17.7%。woermazhongguodeyejizengzhang，zhuyaoyuanziqixiashanmuhuiyuandian。

2024nianshangbannian，shanmuzhongguoxianshangxiaoshoudetongbizengfudadao29%，zhanzongxiaoshoubizhongde50%zuoyou。shanmuhuiyuanshangdiandehuiyuanshourutongbizengzhang23%，huiyuanrenshuchuanglishixingao。

zheiyexiyingengduozhongguowanjiaruchangbujucangchuhuiyuanchaoshi。

jubuwanquantongji，muqianquanguorujucangchushihuiyuandiandeqiyebushaoyu12jia，mendianshuliangchaoguo150jia。

ciwai，zheijiniancangchuhuiyuanchaoshidefazhan，yijingduixiaofeizhejinxingleguanyufufeihuiyuandeyonghujiaoyu，cangchuhuiyuanchaoshidemoshizhujianbeigengduorenlejiehejieshou，yexingchengleyidingdeyonghujichu。

laiyifentuichuhuiyuancangchuchaoshi，wuyiyeshikanzhongqifazhanqianli。shulilaiyifenguowangdefazhan，qishiyekeyikandaotazuocangchuhuiyuanchaoshideyoushi。

jiezhi2024nian，laiyifenyileijifuwu8.6yirenci，quanwangyongyou8900wanyonghu，siyuyonghushugaoda 4500duowan，fufeiheijinhuiyuanyileijijin400wan。

keyikandao，laiyifenzishenyijingzaihuiyuanzhishangyoujingyingjingyan，bingjileixiapangdadeyonghujiqun。shouxian，zheipiyonghuquntiyouwangchengweilaiyifenhuiyuancangchuchaoshideshoupiqidongliuliang。youqizailaiyifendijia、zenglidengzhongzhongjucuoxia，nenggoudadatigaoyonghudezhuanhua。zheiyidingchengdushangnengjiejuechuqihuiyuanshukuifadewenti。

qici，huiyuanzhijingyingmoshixia，yeyiweizhe，laiyifenyijingjubeileyidingdesiyuyunyingnengli，zheixiedicengdeyunyingjingyankeyizhijiefuzhidaocangchuhuiyuanchaoshitixizhong，funengchaoshifazhan。

gongyinglianyechengweilaiyifenderuchangpai。pingjieduoniandexingyejileiheguimoyoushi，laiyifenyuzhuduogongyingshangjianlilezhangqiwendingdehezuoguanxi，zaichengbenyushangpingongyingwendingxingshangyouyidingdejingzhengli。

jushidaicaijingbaodao，dianneiyikuan488g/xiangdefengweiyaboshoujia29.9yuan，zaichangguidianzhong，118g/daideguigeshoujia15.9yuan；huiyuandianyifenshoujia9.9yuandelingshisanlianbao，zaichangguidianzhong，danbaoshoujiawei5.9yuan。

conggongyingliannenglizhuanhuaerlaidechengbenkongzhinengli，xianranchengweilaiyifencangchuhuiyuandianxiyinyonghubankadezhongyaomaidian，yejiangshijiexialaizhichengcangchuhuiyuanchaoshifazhandedicengnengli。

03 前方并非坦途，但来伊份做了一个特别的尝试

laiyifennengfoufuke“shanmu”，haishiyigeweizhishu。

zheijinian，changshicangchuhuiyuanchaoshidezhongguoqiyebingbushao，danhaimeiyouyijiazhenzhengpaotonglezhongguobandeshanmumoshi。

yijialefuweili，yecengkaichucangchuhuiyuandian，congbingjudechenshedaohongbeichanpindeng，shituduibiaoshimianshangdecangchuhuiyuanchaoshi，zuizhongbingweiruyuan。

benzhishang，zheishicangchuhuiyuanchaoshidejingyingnandiandaozhide。congcangchuchengben，daogongyinglian，daoyonghutiyandongcha，doushiqiyejingyingcangchuhuiyuanchaoshideguanjiannanti。

ergengweibenzhide，shiruhepaokaichuantongdamaichangmoshixiayugongyingshangguanxideguyourenzhi，ruhejiangcangchuhuiyuanchaoshidemoshiyuyonghudexuqiuqihe。shenzhiyu，ruhejiang“shanmu”gailiangweishihedangxiazhongguoxiaofeihuanjingxiadecangchuhuiyuanchaoshi。

zheiyeshidangxiabaokuolaiyifenzaineideqiye，bujucangchuhuiyuanchaoshiyaojiedadewenti。

laiyifennengfoujiedazheigewenti，yerangrenhaoqiheqidai。tadechujingxiangduiteshu。

dangqian，lingshixingyezengsufanghuan，qizhongliangfanlingshixingyeyijingjinrubinggouqushi，chengxiandayuchixiaoyudetaishi。duiyulaiyifeneryan，buzhudongchujizhihuixianrugengjiabeidongdejingdi。tongshi，zheiyeshilingshisaidaozhongzhuduoqiyedexianzhuang。

yulingshisaidaogongtongchengyade，haiyouchuantongchaoshi。guanyanbaogaowangshujuxianshi，jinnianlai，woguochaoshixingyebaiqiangzhengtixiaoshouguimochixuxiahuazhuangtai，jiezhi2023niandadao8680yiyuan，yu2022niande9369yiyuanxiangbixiahua7.4%；ermendianshuliangzezai2020niandadao3.1wanjiadefengzhihou，yu2023niandiezhi2.38wanjia，jianshaojinsifenzhiyi。

shanmushichaoshixingyelide“jiaojiaozhe”zhiyi，queweibeiyinzhengshizhongguochaoshidedaan。eryanxia，zhongguochaoshirengzaimosuozhong，biruyonghuichaoshijieshoupangdonglaidediaogai，biruyizhongkuajiezherujuchaoshisaidao。

“fuzhishanmu”delingshipinpai，zanshizhiyoulaiyifenyijia。

yibianshichuantongchaoshimianlinbiangejiedian，yibianshilingshixingyefuzhongqianxing，zaizheigejieguyanshang，laiyifentuichu“shanmu”shimendian，keyishuoshiyicipoyoudaibiaoxingdechangshi。tajiangjinyibuyanzhenglingshixingyedepojusilu，yanzhengzhongguoban“shanmu”depaotongkenengxing。

zuoweidutedeshiyanbiaoben，laiyifendecangchuhuiyuanchaoshijubeiyidingdexiangzhengyiyi。chengbaidoushiyicikaichuangxingdechangshi。

参考资料：

1、首席消费观：来伊份自救新招：会员店开业遇挑战 货架空置成焦点

2、中国零售网：来伊份自救新招：会员店开业遇挑战 货架空置成焦点

3、时代财经：来伊份自救，想复制山姆

4、南方都市报：门店缩减，收入下滑，来伊份前三季度净利润下跌超10倍

5、钛媒体APP：仓储会员店走向深水区

6、每日商报：仓储会员店能否成为传统商超的“救赎”