learn from the "fat donglai model" to transform and find a way out! chongqing yonghui supermarket officially announced: closed-door adjustments will be launched after the national day
2024-09-28
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on september 27, news came out from the “new nanping joyful life” press conference held in nan’an district:chongqing yonghui supermarket will officially launch the store closure adjustment of yonghui supermarket’s first store in chongqing, yonghui supermarket’s nanping wanda plaza store, on october 8. after the adjustments, the store is expected to resume operations in mid-november.
bold attempts by traditional supermarkets to explore transformation and upgrading
this is a bold attempt by chongqing’s traditional supermarkets to explore new ways of transformation and upgrading and find a new way out under the new retail wave.
yonghui supermarket was once considered the most promising supermarket chain in china. at the beginning of its establishment, the country has been "enclosed" by international supermarket chains wal-mart and carrefour. faced with the encirclement of foreign brands, yonghui supermarket focused on the "hard nut to crack" - the fresh food field from the beginning, and embarked on a differentiated development path. relying on the business strategy of direct sourcing from the source, it quickly broke out of the siege, and its operating performance increased year after year. in 2010, it successfully listed on the shanghai stock exchange and became china's "no. 1 fresh food stock". since then, in 2015 and 2017, jd.com and tencent successively invested in yonghui supermarket, greatly increasing its strength. in 2018, the market value of yonghui supermarket once exceeded 100 billion yuan, and the number of chain supermarkets will also exceed 1,000 in 2020.
however, in recent years, with the rise of new retail, online shopping, community group buying, intra-city delivery and other formats, yonghui supermarket has been greatly impacted. the financial report shows that from 2021 to 2023, yonghui supermarket’s operating income was 91.062 billion yuan, 90.091 billion yuan, and 78.642 billion yuan respectively, a year-on-year decrease of 2.29%, 1.07%, and 12.71% respectively; the net profit attributable to the parent company was -3.944 billion yuan respectively. , -2.763 billion yuan, -1.329 billion yuan, and the cumulative loss in three years exceeded 8 billion yuan. in the first half of 2024, the company achieved revenue of 37.779 billion yuan, a year-on-year decrease of 10.11%; net profit attributable to the parent company was 275 million yuan, a year-on-year decrease of 26.34%.
under pressure, yonghui supermarket took pang donglai, who adopted a high self-sourcing and self-operated strategy, valued product quality and customer experience, and respected employees more, as a learning target. at this year's semi-annual work seminar, yonghui supermarket decided to "learn from fat donglai" and make adjustments to its stores. its first batch of independently modified stores involve 10 cities including hefei, hangzhou, fuzhou, chengdu, guiyang, and chongqing, and it has been completed first in cities such as hangzhou, fuzhou, and xi'an. in the early stages of opening, the stores that have completed the renovation have achieved immediate results.
in chongqing, yonghui supermarket opened its first store in guanyinqiao business district in 2004. it has rapidly expanded in chongqing in just a few years, making chongqing the city with the largest number of yonghui supermarket stores nationwide. as of now, there are more than 120 chongqing yonghui supermarket stores.
▲on august 28, citizens were buying fruits at the huanghua new era store of yonghui supermarket in shapingba district. special photographer sun kaifang
yonghui supermarket nanping wanda plaza store becomes a "test field"
however, in recent years, as yonghui supermarket as a whole has suffered from the impact of new retail, chongqing yonghui supermarket has also faced tremendous operating pressure. how to transform and upgrade has become a problem that chongqing yonghui supermarket must solve.
the nanping wanda plaza store of yonghui supermarket, which is about to be closed for renovation, will become a "test field" for chongqing yonghui supermarket to learn from pang donglai and achieve transformation and upgrading.
▲at the yonghui nanping wanda plaza store, a banner "the only shortcut to learning from fat east is that we are sincere enough" was displayed at the entrance of the supermarket. photo by reporter qiu xiaoya
▲some areas inside the supermarket are fenced off. photo by reporter qiu xiaoya
the relevant person in charge of chongqing yonghui supermarket said that the store is located in nanping business district, nan'an district, chongqing, and has a large passenger flow in the surrounding area. chongqing yonghui supermarket will make comprehensive adjustments based on the store's operating conditions, focusing on product structure, quality, price, store layout, environment, services and employee benefits.
for example,in terms of goods,the store will focus on ensuring people's livelihood needs, supplement product functions, retain first-line brands, and select products with unique characteristics and reliable quality. after sorting out, its product structure will reach 80% of fat donglai’s product structure, achieving product quality upgrade.
in terms of price,the store will optimize purchasing channels, filter product prices, and ensure real product pricing and reasonable profits.
environmentally speaking,the store will refer to the previous standards of yonghui supermarket's henan renovated store, adjust the store layout, add a cashier area, cancel the original mandatory movement line, expand the fresh food area; set up multiple convenience service areas to provide safe, convenient and comfortable shopping environment.
in terms of employee benefits,the store will shorten its business hours and ensure that the average daily working hours of employees do not exceed 8 hours, so that employees can better balance life and work and better stimulate employees' work enthusiasm. at the same time, the salary level of employees will be increased, and the salary of ordinary employees will be increased from 3,000 yuan to 5,000 yuan and above; the number of employee vacation days will be increased, and employees who have worked for one year can enjoy 10 days of paid annual leave, etc.
nearly a hundred employees have been arranged to learn the "fat donglai model" on the spot
it is reported that chongqing yonghui supermarket has previously arranged three batches of nearly 100 employees to go to zhengzhou fat donglai to help renovate the store and xuchang fat donglai store, and study the entire process for 30 days to fully learn the advanced cultural concepts of fat donglai and professional operations management experience.
the relevant person in charge of chongqing yonghui supermarket revealed that in addition to the nanping wanda store, chongqing yonghui supermarket will continue to make adjustments to other stores in the future to continuously improve the quality of the store's goods and services.
industry insiders believe that as the consumer market becomes increasingly mature and consumer demands become increasingly diversified, the traditional retail model is no longer able to meet market demand, and the transformation and upgrading of the retail industry is imperative. chongqing yonghui supermarket's imitation of fat donglai in renovating the nanping wanda plaza store is an active exploration to follow the new retail wave and accelerate the pace of transformation and upgrading. this move is not only expected to drive the continued improvement of chongqing yonghui supermarket's operations, but also provide a new way of thinking for the transformation and upgrading of chongqing's traditional supermarkets and even the entire retail industry.
