近年来，永辉超市陷入“越‘胖’越亏”的怪圈。所谓“胖”，指的是其门店数量快速扩张、业务板块不断延伸，包括生鲜、到家服务、仓储会员店、mini店等多种业态并行。然而，这种多元化扩张并未带来预期的盈利增长，反而因管理复杂度上升、资源分散和运营效率下降，导致连续多个季度亏损。2021年以来，永辉多次尝试战略调整，关闭亏损门店、聚焦核心区域、优化供应链，但转型效果尚未完全显现。分析指出，永辉在追求规模的同时，忽视了精细化运营与数字化能力的同步提升，使其在激烈竞争中逐渐失去原有优势。未来，永辉若想真正“瘦身健体”，需回归零售本质，强化商品力与顾客体验，而非盲目扩张。“越‘胖’越亏”不仅揭示了永辉当前的经营困境，也给整个零售行业敲响警钟：规模不等于效益，健康增长比表面繁荣更重要。
In recent years, Yonghui Superstores has fallen into a paradox: the ‘bigger’ it gets, the more it loses. The term ‘bigger’ refers to its rapid expansion in store count and diversification into multiple business formats—including fresh produce retail, online-to-home delivery, warehouse membership stores, and mini outlets. However, this aggressive diversification has failed to deliver expected profits. Instead, it has led to increased management complexity, scattered resources, and declining operational efficiency, resulting in consecutive quarterly losses. Since 2021, Yonghui has attempted several strategic adjustments—closing unprofitable stores, focusing on core regions, and optimizing its supply chain—but tangible results remain limited. Analysts note that while pursuing scale, Yonghui neglected concurrent improvements in精细化 operations and digital capabilities, gradually eroding its competitive edge. To truly ‘slim down and get fit,’ Yonghui must return to retail fundamentals by strengthening product quality and customer experience rather than chasing blind expansion. This ‘bigger-yet-poorer’ dilemma not only highlights Yonghui’s current challenges but also serves as a warning to the entire retail sector: scale does not equal profitability, and sustainable growth matters more than superficial expansion.
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