艾媒咨询 | 2025-2026年中国胖东来超市消费行为调研数据

当前，国内消费持续升级，中国居民购买力稳步提升，传统超市行业步入存量转型阶段。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025-2026年中国胖东来超市消费行为调研数据》显示，胖东来市场认知度与消费者认可度较高，会员渗透率超八成且消费者普遍认可会员价值。消费者打卡体验与日常消费需求并存，超六成消费者每周至少到店一次，单次消费集中在101-500元。品牌凭借优质的服务、良好的环境与严苛的品控，塑造出亲民靠谱的差异化品牌形象，消费者粘性较强。胖东来以优质售后、丰富品类构筑核心竞争力，超八成消费者对整体购物体验表示满意。品牌依托短视频、社交平台及口碑传播实现广泛出圈，以灵活的经营策略与精细化运营获得消费者认可。然而，品牌仍存在明显短板，停车资源不足、售后响应慢是主要痛点；线上体验薄弱、服务效率偏低、价格体系有待优化，品牌发展仍有提升空间。艾媒咨询分析师指出，线下零售已从价格消费转向品质、服务、体验于一体的综合消费。消费者期待品牌新增特色食品、有机食品及高端品类，丰富商品矩阵。未来，胖东来需要持续深耕服务与品质核心优势，补齐线上业务、服务效率短板，优化价格策略与配套设施，贴合多元化消费需求，以精细化、人性化运营持续巩固口碑与消费者粘性，放大差异化优势，实现稳健规模化发展。
Currently, domestic consumption continues to upgrade, residents' purchasing power steadily increases, and the traditional supermarket industry has entered a stage of stock transformation. The latest "Consumer behavior research data for Pang Donglai supermarket in China from 2025 to 2026" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, shows that the market awareness and consumer recognition of Pang Donglai‌‌ are high, with a membership penetration rate of over 80% and widespread recognition of membership value by consumers. Consumer check-in experience coexists with daily consumption needs, with over 60% of consumers visiting the store at least once a week, with single consumption concentrated between 101-500 yuan. The brand, with its high-quality service, excellent environment, and strict quality control, has created a differentiated brand image that is approachable and reliable, with strong consumer stickiness. Pang Donglai‌‌ builds its core competitiveness with high-quality after-sales service and rich product categories, and over 80% of consumers are satisfied with the overall shopping experience. The brand relies on short videos, social media platforms, and word-of-mouth communication to achieve widespread popularity, and its flexible business strategies and refined operations have gained consumer recognition. However, the brand still has obvious shortcomings, with insufficient parking resources and slow after-sales response being the main pain points; The online experience is weak, service efficiency is low, and the pricing system needs to be optimized. There is still room for improvement in brand development. Analysts from iiMedia Research pointed out that offline retail has shifted from price consumption to comprehensive consumption that integrates quality, service, and experience. Consumers expect brands to add specialty foods, organic foods, and high-end categories to enrich their product matrix. In the future, Pang Donglai‌‌ needs to continue to deepen its core advantages in service and quality, fill in the gaps in online business and service efficiency, optimize its pricing strategy and supporting facilities, meet diversified consumer needs, and continuously consolidate its reputation and consumer stickiness through refined and humanized operations, amplify its differentiation advantages, and achieve stable and large-scale development.