Morning News reporter Qian Xin
"WHEAT Reserve" and "IKEA" are METRO's two self-owned products, "WHEAT Selection" is positioned in the mid-to-high-end market, and is committed to providing consumers with a global selection of products to meet consumers' consumption needs of "trying new products at a good price". The complementary "Yike" brand focuses on professional customers such as high-end catering hotels and international kindergartens, and reduces costs through mass ordering, so as to create cost-effectiveness for consumers.  >
In the current increasingly competitive market environment in the retail industry, METRO continues to promote product innovation with its own brands "Mai Zhenxuan" and "Yike" focusing on consumer pain points.
According to METRO's official data, its own brands, Mai Zhenxuan and Yike, in the first quarter of 2024, product sales increased by more than 15% year-on-year. From this figure, it is not difficult to see that even if the wallet is tightened, METRO has become a place where consumers dare to spend and spend with confidence.
According to reports, METRO's own brands have maintained double-digit growth rates in recent years, and the huge C-end consumption base has given METRO a greater initiative in the upstream.
"What to eat today?" has always been a problem that plagues many office workers, the quality of breakfast can not be bad, and at the same time, the nutritional combination must be complete, and the best tricks can be renovated every day...... METRO's own brand has laid out the breakfast market early, and has independently developed various types of Chinese pastry and Western baking, with nearly 30 SKUs. Only the pork bun is a large pork bun with a unit price of less than 2 yuan, which is full of cost performance; at the same time, there are also black pork buns made of carefully selected Netease Weiyang black pork, which has a delicious taste; there are also handmade pork buns developed in cooperation with a well-known local breakfast brand in Yangzhou, with authentic flavor and rich SKUs to meet the diverse choices of different families.
In order to solve the chaos in the current takeaway market, METRO's own brand has recently launched a series of new solutions for one-person food, with the first batch of 11 products on the market covering fried dumplings, fried rice, fried noodles and light food, etc., providing fast and easy operation, appropriate amount of food, supply chain source procurement, and a very competitive price, locking in 9.9 yuan for the basic model, truly achieving the ultimate in quality and cost performance.  >
According to METRO's official data, the category penetration rate of self-owned products has reached 70%, especially in frozen products, snacks, ultra-fresh products and other categories, covering the largest consumption scenarios of consumers. This also means that most of the consumers who have come to METRO to buy have purchased their own brand products, which has also cultivated the soil for word-of-mouth and further driven the repurchase rate of METRO products.
Taking the fast-growing "Mak Zhenxuan" beverage series last year as an example, the frequent launch of high-value new products and "clean label" has become the key to the success of this series of products to capture consumers. Recently, the demand for all-you-can-drink drinks and outdoor parties in spring and summer has soared, and METRO has launched a variety of sparkling water early in the morning, and juice sparkling water such as perfume lemon and green plum has become the star item discussed on social platforms. Recently, it has also launched a new sparkling drink with bala, raspberry and lychee flavors, which are directly squeezed from fresh fruits, without added sugar and fat, and focus on "clean label" and "clean ingredient list", which is fully in line with the "health trend" of current beverages.
In addition to self-research and development, METRO has also cooperated with major brands to launch more distinctive customized products. For example, before the Dragon Boat Festival comes, METRO has already launched customized rice dumplings from Wufangzhai, such as egg yolk fresh meat dumplings, bean paste dumplings, pork dumplings, candied date dumplings, Longxiang Duanyang gift box, Fuli Zongxuan gift box, Jinlong Xianrui gift box, etc., which not only meet the taste needs of various families in the north and south, but also provide consumers with the choice of Dragon Boat Festival gifts.
In addition to providing more innovative and cost-effective products, METRO has strict requirements for quality control, and compared with other supermarkets, METRO has its own set of quality control actions. METRO strictly follows the international certification standard HACCP from the supplier link, and invests tens of millions of dollars in quality control every year. In the process of cold chain transportation, the temperature of the cold chain truck will also be strictly controlled according to the best environment for food storage, and different temperature zones will be set up for various fresh foods in the store to maintain temperature monitoring and recording multiple times a day.
In the consumer contact process, METRO will also let consumers see the quality control themselves. For example, the green label "Maishida" on the packaging bag, you can see the whole link from the field to the tip of the tongue by scanning it, and you no longer have to worry about buying unhealthy and eating unhealthy.  >
During the Shanghai Five-Year Shopping Festival, METRO will bring more surprises to consumers from now until the end of June, in addition to the full discount activities of its own brands, there will also be "METRO Crazy 567" activities every Friday, Saturday and Sunday, and the product categories are also very rich, from raw cut imported steaks, Salmon from the Faroe Islands to the world's famous wines, from various dairy baking products to various snacks and afternoon tea...... There are also a variety of seasonal explosive products, including durian with "A fruit protection 4 rooms", crayfish with "big meat and thick", ice cream with "big buckets to eat", etc. METRO boosts Shanghai's consumption with high-quality and cost-effective products, and it is believed that with the further dialogue between METRO and more urban residents, the METRO effect will be further set off across the country in the future.