Recently, Yonghui Supermarket (601933. SH) released a set of data showing that since last year's store optimization around "products, scenes, and services", Yonghui Supermarket has been able to put nearly 400 new products on the shelves of a single store every month, including both brands that have entered offline channels for the first time and new products that brands have launched on Yonghui channels.
FMCG has learned that the results of store optimization are also gradually emerging: Yonghui Supermarket has created a new product incubation area, a genuine discount area and a freshly made catering full of fireworks in the store, which has attracted many new customers. Taking the Beijing Tongzhou Wanda store as an example, the data shows that the customer flow of the store has continued to grow since the end of last year, with an average daily customer flow of more than 10,000.
Solid supply chain foundation and gradual optimization of commodity strength
Yonghui supermarket store optimization project around the improvement of commodity power. According to Wang Jianbo, general manager of Yonghui Supermarket in Beijing, Yonghui Supermarket optimized and adjusted its supply chain last year, and increased the introduction of a large number of Internet celebrity products and trending products through external market research and internal commodity structure analysis.
Based on the Sunshine Supply Chain Guidelines, new products entering the Yonghui system for the first time will go through a 6-month trial marketing period. During this period, Yonghui Supermarket's buyer team will comprehensively analyze the output of the goods according to the sales gross profit margin, inventory turnover rate, penetration rate and other indicators of the goods, and the products that meet the standards will enter the normal sales shelves of Yonghui.
Not only that, Yonghui Supermarket has also optimized the update logic of products. For example, relying on its self-developed full-link retail digital system YHDOS, Yonghui Supermarket can automatically eliminate products with duplicate labels or poor performance in categories according to product labels and key indicators, minimize human operations, improve the efficiency and rationality of product updates, and gradually optimize product strength.
Listen to consumer demands and theme scenarios to improve shopping convenience
Up to now, Yonghui Supermarket has set up "new product incubation areas" in 200 stores across the country, and at the same time, it will continue to increase the number of "authentic discount stores" this year, and plans to complete the transformation of 600 "authentic discount stores" in the first half of the year.
Taking Yonghui Supermarket's Tongzhou Wanda store as an example, the "new product incubation station" with yellow as the theme color in the store is a new product display area created for consumers to "try it out". According to Wang Jianbo, in the Tongzhou Wanda store of Yonghui Supermarket, nearly 200 new SKUs can be presented in the new product incubation area every day, mainly FMCG. According to the dynamic new product logo, the products displayed in the area will be updated regularly to meet consumers' "desire to try new products" at all times.
The "Authentic Outlets" with red as the theme color are the "Wool Zone" for consumers who value for money. In a space of more than 100 square meters, hundreds of products are only sold in the area at 7, 5% and 3% off the original price after being evaluated by digital means such as Yonghui free supplier system and YHDOS digital system, allowing consumers to discover "new surprises" anytime and anywhere.
In addition, Yonghui Supermarket has launched the theme scene layout of "camping and barbecue" in some stores in Beijing in combination with the increasingly prosperous outdoor and camping trends in recent years, using related products and scene elements to build theme displays to help consumers complete one-stop shopping efficiently.
Refine humanistic service standards and stick to the original intention of retail
Compared with online channels, in addition to providing perceptible shopping scenes and decompression space, offline channels are more important in that they can provide consumers with "interactive functions", which not only lies in the basic communication between shopping guides and consumers, but also in the various convenient services that can be provided by offline retail spaces.
In the process of store tuning, Yonghui has improved the service capabilities of its stores in an all-round way with the tenet of "higher standards, more humane and more experiential", not only adding free services such as peeling, slicing/shredding, and ground meat for meat, poultry and live fresh products, but also launching more distinctive services for different stores.
In terms of "silent service" in stores, many of the optimized stores have added convenient facilities such as customer ice pick-up places and customer packing tables, showing the unique "human touch" of the offline shopping space by fully refining the store service standards.
Zhang Xuansong, chairman of Yonghui Supermarket, said last year that the stores would be optimized in batches to make the stores more experiential, the stores more atmospheric, and more fireworks, so as to further increase consumer stickiness. Since 2023, Yonghui has opened new stores in Shandong, Anhui, Chongqing, Sichuan, Inner Mongolia, Guangdong, Zhejiang, Beijing, and Yunnan with refined management, and on the other hand, it has insisted on gradually optimizing and upgrading its existing stores around "products, scenarios, and services". Behind this strategy, it is also the potential energy and determination of Yonghui Supermarket to always focus on the main business of retail and make steady progress.
According to Yonghui, in 2024, Yonghui Supermarket will continue to promote the store optimization project, and will take the Beijing area as one of the key areas for store optimization, and continue to bring richer products, more diverse scenes, and better services to consumers across the country.