The latest data shows that 57 new companies were established in the new retail field in 2017, and a total of 172 investment events occurred throughout the year, an increase of 60.75% over 2016. Among them, supermarkets and convenience stores have the highest investment amounts, with a total investment of 88 billion yuan. With the tide of consumption upgrading, the potential of China’s “new retail supermarkets” is accelerating.

Note: The brand comprehensive development potential index is mainly evaluated comprehensively from the dimensions of the number of opened stores, the number of planned stores, the level of shopping malls already established, brand management conditions, innovation highlights, etc.

"New retail supermarket"

What are the features of expanded layout?

01The proportion of A-level cities exceeds 50%; the proportion of C- and D-level cities catches up with B-level cities

■ The seven A-class cities of Shanghai, Beijing, Shenzhen, Chengdu, Chongqing, Hangzhou, and Suzhou have a large number of high-net-worth people. Brands and consumers pay for them in both directions. The commercial "scale effect" is obvious, making them the first choice for "new retail supermarket" store layout.

■ B-level cities such as Wuhan, Nanjing, Tianjin, Ningbo, Shenyang, Changsha and other cities have relatively developed commercial infrastructure and strong consumption absorption capabilities. The diversity of their commercial markets has become increasingly prominent, and they have become the second battlefield for the expansion of “new retail supermarkets”.

■ It is worth noting that although the business climate of C and D-class cities such as Jinan, Nanchang, Xiamen, Zhuhai, Shantou, Kunshan and Huaihua is "slightly less enthusiastic" than that of B-class cities, they are facing the general trend of continuous optimization of population structure and consumption upgrading. Under this situation, the opportunities for business “upgrading” will be greatly increased, and in the future it will become a “new battlefield” for “new retail supermarkets” to seize a larger market share.

The city level division is mainly based on the stock of shopping malls and the number of benchmark projects:

Class A: The total stock of shopping malls is more than 10 million square meters and the number of benchmark projects (famous enterprise product lines) is ≥ 50 - Shanghai, Chongqing, Chengdu, Beijing, Shenzhen, Suzhou, Guangzhou, and Hangzhou;

Class B: The total stock of shopping malls is 5-10 million square meters and the number of benchmark projects (famous enterprise product lines) is 30-50 - Wuhan, Changsha, Foshan, Xi'an, Nanjing, Shenyang, Tianjin, Hefei, Kunming, Qingdao, Zhengzhou, Ningbo, Guiyang, Wuxi, Dongguan, Fuzhou;

Class C: The total stock of shopping malls is more than 2-5 million square meters and the number of benchmark projects (famous enterprise product lines) is 10-30 - Jinan, Harbin, Shijiazhuang, Quanzhou, Linyi, Wenzhou, Nanning, Dalian, Shaoxing, Nantong, Changzhou, Nanchang , Changchun, Xiamen, Yangzhou, Jiaxing, Zhongshan, Jiangmen, Xuzhou, Huizhou, Zhenjiang, Wuhu, Huai'an, Taiyuan, Langfang, Yancheng

Class D: The total stock of shopping malls is less than 2 million square meters and the number of benchmark projects (famous enterprise product lines) is less than 10 - Zhuhai, Shantou, Zhaoqing, Kunshan, Huaihua, Chenzhou, Hengyang, Changde, Yiyang, Loudi, Yueyang, etc.

02 The regional distribution is obviously divided into three echelons: East China is the most popular, accounting for nearly half; Central China welcomes favorable development, and the number of stores accounts for more than South China and North China; Northeast and Northwest are limited by consumption habits and preferences, accounting for only 1%

■ Thanks to solid market fundamentals and the coordinated development of the Pearl River Delta urban agglomeration, the number of stores in East China is significantly ahead of other regions;

■ Under the background of “the rise of central China”, the development of commercial real estate in Central China has welcomed favorable policies and has become the second largest area for “new retail supermarkets” to open stores. It has the potential to “overtake in corners”;

■ The development of "new retail supermarkets" in South China and North China has entered a "compensatory growth period", with fast brand penetration, accounting for 16% and 11% respectively;

■ New commercial supply in the northwest and northeast is weak and limited by consumption habits and preferences. The number of stores accounts for only 1%.

03Shanghai and Shenzhen lead the way; Beijing and Fuzhou follow closely; Chengdu and Hangzhou are "making rapid progress"; lower-tier cities such as Hefei outperform Tianjin and Chongqing

■ Shanghai and Shenzhen’s advanced consumption concepts and cultural gathering of niche communities provide excellent natural soil for the development of “new retail supermarkets”;

■ After years of business accumulation, Beijing has formed economies of scale and still occupies a leading position in the retail market; thanks to the rapid reproduction of super species, Fuzhou has attracted increasing attention;

■ Chengdu and Hangzhou have relied on favorable conditions such as rising consumption power, rail transit development, and the expansion of the middle class. Innovative businesses have continued to emerge. They have advanced from quantitative to qualitative, and have gradually transformed from traditional commercial markets dominated by local enterprises in the early days to large-scale domestic and foreign markets. It is a "tourism and consumption capital" where business groups gather; especially Hangzhou, benefiting from Alibaba's attempts and participation in new retail, the business market will become more interesting in the future;

■ The continuous deepening of urbanization in low-tier cities such as Hefei, Changde, and Hengyang will create more demographic dividends in the future. Based on the demand for business upgrading, the desire for innovative brands continues to rise, and the attraction to "new retail supermarkets" increases. .

04Regional business districts are expected to become the growth pole of “new retail supermarkets”

■ Overall, regional business districts have relatively low rents and relatively high consumption power, making them the main battlefield for the expansion of “new retail supermarkets”. Although non-main urban area business districts have low rents, their consumption power is limited and passenger flow is sparse. The brand is not very attractive; the rent in the core business district is high, but the customer flow is huge, which is conducive to improving the brand reputation, and the number of stores accounts for 15%;

■ Competition pressure in core business districts is increasing year by year, and brand owners are more willing to focus on regional business districts with a strong business atmosphere and strong consumption power; and as a large number of projects are transferred to regional business districts, it is expected that regional business districts will be affected in the future It will become the growth pole of "new retail supermarket".

Note: The classification of business district levels is mainly based on comprehensive consideration of shopping center concentration, annual sales of shopping centers, rent levels on the first floor of shopping centers, and consumption levels in business districts.

How does "new retail supermarket" lead new consumption trends? How is the business going?

super species

The first “free organization” business model in China

01

By the end of 2017, Yonghui Group has more than 600 stores across the country and 70,000 employees. It has become China's offline retail giant. It currently has four major business sectors: Yunchao, Yunchuang, Yunshang, and Yunjin.

Yunchuang is a company established by Yonghui in the past two years. It mainly explores new retail, including Yonghui membership stores, Yonghui Life APP, and the super species created by the integration of the two.

After taking a stake in Super Species in December 2017, Tencent continued to increase its investment in Yonghui. On January 29, 2018, Tencent invested in Yunchuang Technology and held 15% shares, becoming the second largest shareholder.

▌Brand expansion: Plan to open 100 stores in 2018

• Founding time: 2017
• Number of stores opened:37
• Has entered typical cities: Shanghai, Beijing, Shenzhen, Chongqing, Nanjing, Hangzhou, Fuzhou, Chengdu, Xiamen, etc.
• Already settled in typical shopping malls: Longfor Beijing Changyingtian Street, Shenzhen Haiya Colorful City, Shanghai Wujiaochang Wanda Plaza, etc.
• Areas where stores are planned to open in the next year: East China, North China, South China, Southwest China
• Number of stores planned to open in the next year: 100
• Per capita consumption: 200 yuan (catering)
• Store area requirements：600-1000㎡

▌Brand management situation: The efficiency per square meter is much higher than the industry average

At present, the average square meter efficiency of Chinese supermarkets is 15,000 yuan/year, and the average square meter efficiency of Hema Fresh is 40,000-50,000 yuan/year. According to Zhang Xuansong, there are currently several Super Species stores with an average square meter efficiency of 150,000 yuan/year, which is higher than the industry average. Average.

▌Development and profit model: light operation; partnership system stimulates the enthusiasm of grassroots entrepreneurs

Small area, few SKUs: Stores are generally about 1,000 square meters, with less than 1,000 SKUs (Hema Fresh store area is 4,500-6,000 square meters, and SKUs are about 3,000); currently stores are divided into two models: one is a super species independent store; the other is in Yonghui Supermarket opened a "store within a store".

Logistics outsourcing, “light operations”: Hema uses self-built logistics, while Super Species cooperates with logistics companies, especially small logistics companies. Yonghui provides orders, equipment and services, and the logistics company distributes goods for Super Species. Zhang Xuanning, one of the founders of Yonghui, said that he plans to establish cooperation with 200 small companies in the future to serve the distribution of super species.

In-depth application of information technology into the industrial chain to create a "technological new retail" enterprise: Through consumption data sharing, directly cooperate with manufacturers to establish production and marketing alliances; reduce costs through joint procurement, and overall improve the service level of the supply chain and the quality of purchased goods; while actively introducing and cultivating green products, use science and technology to achieve refinement management and improve the performance of business management.

The partnership system and horse racing mechanism stimulate the enthusiasm of grassroots entrepreneurs: Adopt the "big platform + small front-end" model to turn supermarket employees into corporate partners and main operators. The partners adopted the "6+1" model to split the company of 70,000 people into 10,000 groups to achieve a "big company, small organization" structure.

In Super Species, a single workshop is operated by a partner team of 6 people. The workshops are independent of each other and settled separately. The partner team determines member dividends, salary standards and recruitment, and the expenses incurred are also borne by each team. ;Everyone’s income is fully disclosed to 70,000 employees.

Partner teams compete with each other. At the end of the year, the last 20% people and organizations in each department need to be broken up and reorganized; the partnership system is implemented in every counter, which greatly stimulates the enthusiasm of grassroots entrepreneurs and enables Yonghui to It competes with the taller Alibaba and JD.com in terms of new retail efficiency.

▌Customer group positioning and product features: "customized exclusive product portfolio" with the post-80s and 90s as the main force

The main consumer groups are those born in the 1980s and 1990s, mostly white-collar workers and young family groups.. In terms of catering category selection, choose steak, salmon, lobster, king crab and other popular categories. The unit price per customer is controlled at about 200 yuan, and it quickly establishes a reputation with a very high cost performance, which not only makes enough profits from passenger flow, but also has a good publicity effect.

Popular categories for dine-in dining include fresh aquatic products such as lobster and king crab, cold and ready-to-eat products such as salmon, high-end prepared meat products such as steaks, lamb steaks, and sausages, drinks such as freshly squeezed juices, wines, and soups, and grilled saury. , vegetable pancakes and other snacks, as well as fried rice, bread and other staple foods.

According to the personalized needs of the target customer groups, these species can be made into ever-changing "customized exclusive combinations".

▌Innovation in formats, scenarios, and experiences: different stores, different format combinations, scenarios, and experiences

Super Species integrates the 8 major products currently incubated by Yonghui:Salmon Workshop, Bolong Workshop, Box Cow Workshop, Wheat Workshop, Yongyuehui, Living Kitchen, Healthy Life Organic Museum, Waiting Flower Art Museum. The business model of "high-end supermarket + food and beverage experience + Yonghui Life APP" has been constructed to meet the new consumption and new life needs of young users in modern cities.

Different stores, different scenes and experiences: The Wujiaochang Wanda store, the first store in Shanghai, is open 24 hours a day, with an area of about 700 square meters, spanning two floors; it has planned a wave workshop, a salmon workshop, a box beef workshop, a living fruit workshop, a wheat workshop, and a salad workshop. There are 8 workshops including the workshop; all products in the store use electronic price tags, and support door-to-door delivery within a half-hour living circle of three kilometers. Free shipping for purchases over 18 yuan, and delivery in as fast as 30 minutes.

Longfor Beijing Changyingtian Street store has a rectangular layout with an area of about 1,000 square meters and more than 750 SKUs, including:

• More than 200 are snacks and drinks;
• Integrating eight major business formats: Healthy Living Organic Hall, Floral Art Hall, Wheat Workshop, Salmon Workshop, Bolong Workshop, Workshop, and Yongyuehui;
• The central dining area can accommodate 300 people dining at the same time, occupying approximately half of the area;
• Users can purchase offline or place orders online through Yonghui Life APP;
• You can pay with Alipay or WeChat in the store. Free shipping for online orders over 18 yuan, and it can be delivered to your door within 3 kilometers within 3 kilometers at the fastest time.

The biggest feature of Super Species is that as the consumption level of the city it enters changes and the needs of customers in the business district,Each species can be freely changed and combined into a store that is most suitable for the local business district. It is the first of its kind in China to use free organization as a business model., on the basis of operational standardization and common management, bringing consumers a more intense experience scenario.

Create new sub-brands and continuously derive new consumer demands: In February 2018, Super Species stores and Yonghui Life APP launched their own brands"Super U Choice", covering a variety of commodities such as frozen seafood, high-quality meat, fresh vegetables, dry goods and non-staple food.

Super U Selection was originally a Super Species OEM product, mainly processing ingredients sold by various workshops such as Salmon Workshop and Box Cow Workshop into frozen products for sale. Among them, Salmon Factory has 12 SKUs, and Box Niu Factory and Bolong Factory each have 6 SKUs. After this overall upgrade to "Super U Selection", the number of SKUs has been increased to about 40, and the upgrade has been carried out in three aspects.

• First, brand upgrade——Super U Selection has become a brand independent of Super Species, laying the foundation for its future separation from the Super Species store scene and further omni-channel promotion.

• The second is product upgrade——Take Salmon Workshop as an example. The ingredients used for dine-in meals usually only have a shelf life of 2-3 days after arriving at the store. The shelf life of ingredients processed into frozen products is about 1-2 weeks. The shelf life of "Super U Selection" products is Between 12-18 months.

• The third is system upgrade——With the launch of Super U Selection, Yonghui's own brand products have entered the peak period of listing, and product classification has been achieved based on the positioning of Yonghui Supermarket, Bravo Premium Store, Super Species, Yonghui Lifestyle Store and other business formats.

There are approximately 158 items of private label products developed in the same batch as the Super U Selection series.It is planned that the proportion of SKUs and sales proportion of private brands in the future will reach 50%.

▌Marketing techniques: Use emotional marketing to fight "psychological warfare"

emotional marketing: On September 7, 2017, the official Weibo of Super Species posted that it will be launched in Fuzhou and Chongqing from September 8 to September 12.“Late Night Tavern”.

These pop-up stores named "Late Night Tavern" are an attempt by Super Species to promote "Yongyuehui". Currently, five super species have opened late-night pubs (1 in Chongqing and 4 in Fuzhou). Similar to Super Species, there are also independent areas, such as late-night bartending area, late-night singing area, late-night interactive area, and late-night seating area.

Stunts such as "China's first liquor pop-up store, exchanging stories for liquor, and no waiting when the time comes" have attracted the attention of fans. Less than 2 hours after it opened, there was already a long queue outside the pub, which shows how popular it is.

Beating"I have wine. Do you have a story?"The slogan provides an outlet for emotions, engages in psychological warfare, and creates emotional resonance among consumers.

differentiated marketing: Start from two aspects: alternative strategies and complementary strategies. For products with higher quality and relatively lower prices, the price of the manufacturer's brand will be used as the pricing online, and the private brand products will be displayed next to the manufacturer's brand to give consumers an intuitive feeling of the price difference, thus promoting the private brand Sale.

However, in categories with a large number of manufacturer brands, consumers have high brand loyalty due to the high intensity of advertising and promotion invested by the brands, making it difficult to be attracted to private brands for a while. We will implement complementary strategies to develop blank products in the market and avoid face-to-face competition with manufacturer brands.

7FRESH

The first store's square footage is 5 times or more than that of traditional supermarkets.

02

▌Brand expansion power: More than 1,000 stores will be opened within 5 years

• Founding time: 2018
• Number of stores opened: 2 companies
• Has entered typical cities:Beijing
• Already settled in typical shopping malls:Beijing Yizhuang Han’s Plaza, Beijing China Resources Colorful City
• Number of stores planned in the future: Over 1,000 stores nationwide within 5 years
• Store area requirements：3000-5000㎡

▌Brand management situation

Data shows that the floor efficiency of the first Beijing Han’s store is more than five times that of traditional supermarkets. Within one month of opening, the number of transactions exceeded 800,000, and the average daily passenger flow was as high as 10,000 people or more;

In February 2018, the second store was put into trial operation in Beijing China Resources Colorful City. The daily passenger flow in the first two days of the trial operation (February 13th and February 14th) reached tens of thousands; entering the Spring Festival holiday (February 15th) -17th), despite the massive outflow of people from Beijing, the Wucaicheng store still ensures that nearly 10,000 people visit the store every day.

▌Brand innovation

7FRESH is mainly divided into 8 major areas: Fresh vegetables area, seasonal fruit area, wine and beverage area, meat, poultry and egg products area, seafood and aquatic products area, frozen food area, baked dessert area, catering and cooked food area.

The first store adopts the front store and back factory model: The store has areas including fruits, vegetables, wine, seafood, daily necessities, catering, etc., with more than 3,000 SKUs, and fresh products accounting for 75%, of which more than 20% are products directly purchased from overseas by JD.com.

The store adopts "suspended chain" technology: Most of the products in the store are sold simultaneously on 7FRESH’s independent APP, and can be delivered within 3 kilometers from the store in as fast as half an hour.

Equipped with smart shopping cart: The store is equipped with a smart shopping cart, formerly an unmanned delivery vehicle built by JD.com’s X division. Download the 7FRESH APP, scan the QR code on the car body, and the shopping cart will be bound and can be used by the "owner". Before use, a frame with a bracelet will pop up on the car body. The "owner" puts on the bracelet, and the smart shopping cart will automatically follow.

Interestingly, in addition to automatically following, you can also go to the exclusive checkout channel of the shopping cart and wait in line. With the pickup code, consumers can go to the service desk to check out within half an hour. When the consumer no longer needs the shopping cart, it will automatically return to the charging station and wait for the call of the next customer.

Specially equipped with "magic mirror" system for some fruits: When consumers pick up fruits with QR codes, the "magic mirror" can automatically scan the sensor and display the fruit's origin, sweetness, traceability and other information on the mirror.

Ready-to-eat fresh food: Seafood, vegetables and other ingredients can be processed on-site and ready to eat. Customers within 3 kilometers of the store can enjoy free delivery service in as fast as half an hour.

Support self-service checkout: Support cash, bank card, WeChat and 7FRESH App in-app payment (JD.com payment, but does not support Baitiao); in addition, the store is also equipped with a self-service settlement machine, supporting 7FRESH scan code payment and JD.com face payment (required open).

▌Future development plans and advantages

The goal in 2018 is to cover the entire Beijing market. In the next 3-5 years, it is planned to open more than 1,000 stores across the country, including 4,000 square meters like the Yizhuang store, using the front store and back factory model, as well as relatively small community stores with only front stores; in addition to direct sales In addition to the model, it is also possible to adopt a franchise model in the future.

In the future, with the help of JD Fresh's warehousing and distribution capabilities, it can "increase revenue and reduce expenditure", reduce costs, and increase cash flow and store utilization.

Green&Health

Carry out "supermarket + catering + social networking" to the end

03

▌Brand development power

• Founding time: 2017
• Number of stores opened (shopping center stores): 1 home
• Already settled in the city：Hangzhou
• Already settled in typical shopping malls：Hangzhou Guodao City Plaza
• Areas where stores are planned to open in the next year：East China
• Store area requirements：900-1000㎡

▌Brand management situation

Green & Health, a subsidiary of Zhejiang Lianhua Huashang Group, opened on May 27, 2017, with an area of 950 square meters.On the opening day, there were 2,035 customers, the price per customer was 100 yuan, and the sales were more than 200,000 yuan..

▌Brand innovation

Zhejiang’s first “high-floor lifestyle supermarket”: Opening on the 4th floor of Guodacheng Plaza in Hangzhou (only Anhui’s Lecheng Supermarket dares to open a supermarket above the 3rd floor in China) shows Green & Health’s confidence and confidence in its own development.

"Shopping around the world" at your doorstep: The number of SKUs in the store is more than 3,000, and the products exceeding 90% are imported products; among them, the food category 78% is imported, and the origin is relatively more focused on Japan, South Korea and the United States; the proportion of department store imports is higher, above 90%, focusing on personal care, such as shampoo, oral hygiene, Facial care etc.

A technological and social new model of "supermarket + restaurant + social networking": Different from traditional supermarkets, G&H has set aside hundreds of dining tables for light meals, Japanese food, baking, and personally selected seafood, turning the supermarket into a social place;

Members can participate in a variety of weekly courses such as baking, cooking, floristry, oil painting, and bodybuilding. Not only can they experience role-playing and compete with chefs on their cooking skills, but they can also learn the superb cooking skills of full-time chefs and unique life tips from life experts.

The catering area accounts for more than 60%: The highlight is Zhongdao, which specializes in seafood cooking. There are usually three chefs on call at any time; the seafood is basically imported, such as Norwegian salmon, Russian king crab, Boston/Australian lobster... They are bought and killed now, mainly steamed.

Selfie area that changes with seasons and themes: The store was built by a German design team. Green, environmentally friendly and digital elements can be seen everywhere. Whether it is creative product displays, playful facilities, or selfie areas that change with seasons and themes, they all add more interest to the store; circular customer movements The line ensures that there are no dead ends in the store.

▌Comprehensive marketing

Offline warm-up: Fanzui gang + float parade, building brand image through all-round on-site and off-line activities;

Gather momentum online: Fixed investment in the circle of friends + public account of popular big V + sharing in the circle of friends. Before the opening, we teamed up with cutting-edge media to interpret G&H from multiple angles, and invited the media to visit G&H for on-site tasting and taste the true taste of G&H. Detonate online simultaneously to gather brand potential before opening;

Creating an opening atmosphere: On-site atmosphere creation + foreign chef's platform. On the opening day, a series of on-site models holding placards were produced around the opening of G&H, and the opening of G&H was pushed to a climax with the help of super popular models.

eat!supermarket

"Open an exhibition in a supermarket"

04

▌Brand development power

• Founding time: 2017
• Number of stores opened (shopping center stores): 1 home
• Already settled in the city:Shanghai
• Already settled in typical shopping malls：Shanghai Poly Time
• Areas where stores are planned to open in the next year：East China
• Store area requirements：4000㎡

▌Brand innovation

eat! The supermarket is a brand of Youjike Company. Youjike is a new retail format enterprise focusing on gourmet food and integrating online and offline. It was founded by Wang Jing, the former chief operating officer of China Resources Vanguard.

Omni-channel experiential food selection supermarket: With a global direct procurement supply chain and innovative food solution R&D system, it is committed to providing healthy, original and original cost-effective products and solution-based services to new middle-class families. In 2017, the first flagship store in China was opened in Shanghai Poly Time, which currently has 22 major categories, 60 preferred categories, and 4,000 SKUs.

The supermarket is located on the second floor of the shopping mall, with an area of nearly 4,000 square meters. It is divided into lifestyle, household cleaning, health care, baby, cooked food area, fresh food area, beverage, wine area, frozen food, processed food, baking ingredients, baking workshop, etc. Theme area.

Incorporate a lifestyle atmosphere into the supermarket: Set one in the middleA multimedia space that integrates exhibitions, activities, and interactions—eat! Step, displaying books, cultural creations, and artistic works from time to time. Compared with other new supermarkets, the lifestyle atmosphere is stronger; eat! Step is in the shape of a staircase, and the bookshelves display various food and life aesthetics books, as well as floral arrangements, photography works, dolls, etc.

In addition, an open kitchen is set up in the supermarket - e-art museum, providing a diverse display and experience space for food culture for cooking experts and cooking enthusiasts, with courses and activities arranged almost every day; the Food Research and Innovation Center advocates the research and development of hand-made fine food, ranging from baking, light meals, salad themes, From fresh sashimi to grilled meats, marinated meats, sauces, etc., we have formed a series of original hand-made gourmet products, which are continuously updated.

Complete omni-channel service: Provide online shopping with door-to-door delivery within 1 hour for areas within 5 kilometers around the store through APP, WeChat public account, mini program and other channels.

Store design is more refined: The whole is mainly made of wooden elements, creating a warm, simple and fresh style. In terms of product display and layout, different products are displayed together, and decorations and floral arrangements are added for embellishment.

Phoenix Choice

"Community New Retail" Template

05

Country Garden's directly-operated community supermarkets are committed to delivering cost-effective food and daily necessities to more than 500 communities across the country, creating a safe, healthy, high-quality and affordable five-star life for owner families.

Phoenix Preferred's operating model is a community supermarket, and it adopts direct supply to reduce logistics costs, eliminate management fees and intermediary fees, and achieve the lowest price and best quality.

In terms of product selection, we follow strict selection standards. On the one hand, we choose production or manufacturing from big brands to ensure product quality; on the other hand, we operate ODM independently to find products that meet customers' needs.

▌Brand expansion power: Plan to open 1,500+ stores in the next year

• Founding time: 2016
• Number of stores opened: 42 companies
• Already settled in the city: Guangzhou, Foshan, Dongguan, Huizhou, Meizhou
• Areas where stores are planned to open in the next year: South China, East China, Central China, North China
• Number of stores planned to open in the next year:1550
• Store area requirements：100-300㎡

▌Brand innovation: “unmanned stores” and “vending machines” open a new era of community retail

The products on sale cover 15 major categories and more than 1,700 varieties that are closely related to life, such as rice, oil, beverages, wine, fruits, dry goods, seafood, daily necessities, etc.

We adopt a strict commodity access mechanism and carefully select global green, healthy and safe commodities and ingredients. All food is supplied directly to the community from the place of origin. For example, the wild fungi come from the large forest in Chuxiong, Yunnan, and the water comes from a glacier water source at an altitude of 5,100 meters.

Relying on omni-channel retail formats such as large, medium and small community stores, unmanned stores, vending machines, and online malls, we create a shopping life experience at your doorstep for owners.

We actively extend to the front end of the industrial chain, build our own production lines, warehousing, and logistics, and control quality from the source. We take "strict quality control, low-profit operation, and ultimate service" as our business policy, and practice the business philosophy of "good and cheap".

▌Future development plan: Overseas stores will be opened to provide "urban life butler-style services"

In 2018, Phoenix Select plans to expand to 1,550 stores. At the same time, it will also go beyond Country Garden and build stores in urban core areas or well-known communities. also,Overseas stores will also be opened in 2018.

In the future, Phoenix Select's business scope will expand to finance, medical care, education, tourism, house rental, housekeeping services and other fields, forming an ecological closed loop of the entire residential value chain to provide customers with personal and considerate services.City life butler service.