to attract young people, yonghui continues to make adjustments
2024-10-06
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yonghui beijing store is ushering in new changes. a reporter from beijing business daily learned from yonghui that yonghui supermarket will gradually adjust some stores in beijing. in response to the characteristics of the beijing market, yonghui's restructuring will comprehensively improve the product structure, employee benefits, etc., and further meet the needs of young consumers and attract young people to return to the store. the analysis pointed out that based on learning from fat donglai’s experience, yonghui still needs to further create distinctive content to meet the consumer needs of different markets.
beijing yonghui launches independent adjustments
with the experience gained from pang dong’s assistance and reform, yonghui started the update of its stores in the beijing market. a reporter from beijing business daily learned from yonghui that currently, yonghui supermarket located in xilongduo shopping center in shijingshan district, beijing is undergoing intensive adjustments and plans to resume trial operation on october 19. as yonghui’s first batch of renovated stores across the country, xilongduo store has become the “model room” for this round of restructured stores. yonghui hopes to use it to test the effectiveness of independent adjustments and consider spreading the adjustment experience to other stores.
on the evening of september 28, yonghui issued an announcement in response to the recent changes in equity, saying that at present, yonghui supermarket is in the first batch of 10 cities in the country under the condition that fat donglai is assisting and learning from fat donglai to independently adjust and reform the two lines in parallel. some stores are undergoing comprehensive adjustments in terms of product structure, quality and price, store layout, environment, services and employee benefits. looking specifically at the beijing market, after the renovation of many yonghui xilong stores is completed, the renovation of other stores in beijing will be started one after another.
yonghui revealed that during this round of adjustments in the beijing market, yonghui will comprehensively improve its product structure, store layout, replace equipment and facilities, and enhance employee professional capabilities and employee benefits. among them, in terms of goods, yonghui reorganized the product structure, supplemented product functions according to current consumer needs, and retained first-line brands. after the reorganization, the product structure reached close to 90% of fat donglai's product structure.
the relevant person in charge of yonghui said, "in this product adjustment, some popular products of fat donglai have been selected. products such as dl trademark quick-cooking oatmeal, dried fish snacks, liquor and other products are sold in xilongduo stores to meet the needs of consumers. the demand is that consumers can also buy fat donglai’s products in beijing.”
in terms of personnel, the restructured store has opened 14 positions for recruitment. the salary of ordinary employees can be increased by more than 20%, and they are also provided with annual leave, free working meals, etc., to further enhance employees' sense of belonging. in terms of store environment, yonghui will adjust the store layout, increase the cashier area, cancel the original mandatory line, expand the fresh food area, and set up multiple convenience service areas; the store will also add hand washing stations, direct drinking water dispensers, microwave ovens and other equipment . it is not difficult to see that yonghui is striving to be close to pangdonglai’s store style, both in terms of hardware facilities and soft services.
attract young people to return
since opening its first beijing store in shijingshan district in 2009, yonghui has opened 45 stores in beijing. from its initial focus on fresh products, which gained consumers' love, to the changes in the retail market and the emergence of emerging brands, yonghui is also aware of the criticality of this round of adjustments. it is understood that after the adjustment of beijing yonghui's stores, it hopes to further enhance consumers' recognition of yonghui and enhance the in-store experience by improving services.
in terms of customer base, elderly customers account for a relatively high proportion of the consumer groups in yonghui’s existing stores. yonghui also seems to be aware of the "partiality" of its store customer base. "with the continuous optimization and iteration of the industry, we have lost the stickiness of some young consumer groups." yonghui said that in the future adjustment process, while continuing to serve middle-aged and elderly customers, it will continue to adjust its store environment and product types to meet the needs of more young consumers.
in terms of products, in response to the shopping habits of consumers in first-tier cities, the revised beijing yonghui store will add more ready-to-sell, processed baked goods, and cooked food categories, so that consumers can experience a convenient life in the fast-paced work; and new internet celebrity products, imported products, and fashionable structured products that young people love are added. according to retail expert hu chuncai, the consumption needs of young customers have become distinctive and personalized. “when supermarkets can provide unique products, high-quality services, and have certain competitive prices, consumers will naturally come. ".
since may this year, yonghui supermarket has introduced fat donglai and successively adjusted yonghui zhengzhou xinwan plaza store, hanhai haishang store and yuhua plaza store. data released by yonghui supermarket shows that the zhengzhou xinwan plaza store’s average daily sales reached 1.63 million yuan in the past three months after its opening, and the average daily passenger flow exceeded 10,000 people, which were 14.8 times and 5 times those before the adjustment respectively. after the latter two stores were adjusted and reopened, sales and customer traffic increased significantly.
it is worth noting that although the three stores adjusted with the help of fat donglai have achieved remarkable results, yonghui still cannot copy previous experience when updating stores in other markets. instead, it must make adjustments based on the characteristics of different markets. hu chuncai believes that yonghui must not only adjust its products by city, but also further adjust its product structure in specific cities based on the surrounding population composition and consumption levels in order to break through in regional consumption.
adjustments are imperative
in recent years, the operating ecology and underlying logic of the retail industry have undergone significant changes. consumer demands are changing, and digital technology drives changes in business models. against this background, a number of brands have gradually faded out of the market, such as carrefour and wal-mart, with fewer and fewer stores; new retail brands have entered a new stage and have gradually slowed down; the membership store market has continued to grow and become the new favorite of the market.
with the changes in the industry, yonghui, the “number one fresh food stock”, is also experiencing a period of pain. in july this year, yonghui's three stores in chaoyang vanke times in beijing, longqi plaza in changping, and new world department store in shunyi successively entered a state of discount clearance and closure. in response, yonghui said that it had previously closed some stores due to reasons such as rent expiration, rising rents, and declining customer flow around the stores. "this is a normal operating adjustment for the brand, and we are still optimistic about the beijing market."
while yonghui is making efforts to adjust its stores in various districts, yonghui's recent equity changes have triggered heated discussions. yonghui stated in the above announcement that the company recently issued the "informative announcement regarding the signing of the share transfer agreement by shareholders and the change of the company's largest shareholder". yonghui stated that this transaction occurred between dairy milk company, suqian hanbang, there has been no change in the shareholding ratio of founder and chairman mr. zhang xuansong between jd.com and juncai international. after the completion of this transaction, juncai international and its actual controller miniso will work together with yonghui supermarket to create a quality and happy business model.
retail is changing. wang peng, an associate researcher at the beijing academy of social sciences, believes that in the current development of the retail industry, trends such as online and offline integration, digital transformation, and personalized services are becoming increasingly obvious. he said that yonghui's adjustments will help it further adapt to market changes, but during the adjustment process, yonghui needs to find its own direction and methods, and continue to innovate and improve service quality to meet the increasing needs of consumers. diverse needs.
image source: official website screenshot
source: beijing business daily
reporter: hu jingrong
