来源 | WIN商业地产头条（ID：Dtoutiao）
Author | Mia Ed. | Fu Qingrong
Header image source | Little Red Book @ Backgammon Meixi Xintiandi
Fat Donglai broke up and changed backgammon, and the report card was released.
The average daily sales volume of the Meixihu store of BBK supermarket was about 150,000 yuan before the adjustment, and it increased sharply day by day after the adjustment, and the daily sales exceeded one million yuan on April 14, and reached a new high on the weekend, exceeding 1.4 million yuan for two consecutive days on the 20th and 21st. The average daily passenger flow soared from 2,000 before the adjustment to 15,000.
Some netizens commented, "Fat Donglai is a good cow and has revitalized the backgammon supermarket that is about to hang up."
While the iron is hot, the second store of BBK Supermarket is designated as Xiangtan Jiuhua Xintiandi store, and personnel recruitment has been started. Weibo commented on the fryer, and there were two arguments: first, he couldn't survive at all if he took the trouble to re-mention Fat Donglai's drive to other places;
This kind of "fat Donglai effect" has a more concrete painting style in Dianping. Originally, the store environment was poor and the door was full of people, but the environment, services, products, and prices have indeed changed greatly.
Some people ridiculed "Come to check in Fat Donglai today", and some people are really stupid and can't tell the difference, which leads to realistic humor: "Waiter, where is Fat Donglai?" "There is no Fat Donglai here, only backgammon, you go forward." ”
According to the plan, Fat Donglai will lead the creation of 2~3 backgammon renovation store models, and more stores will be transformed by the backgammon team. Previously, Fat Donglai had "helped" 12 supermarket enterprises such as Jiangxi Jiabaile.
Fat Donglai, who has been a god for many years and often spins in the topic of "can't get out of Henan", can he successfully run away by transforming his friends? Ali, Tencent, Jingdong and other big factories can't change the old supermarkets, can Fat Donglai really gnaw down?
Source: Xiaohongshu @ BBK Meixi Xintiandi
Fat Donglai,
I also want to get out of Henan
In 1995, Carrefour opened its first store in China in Beijing, setting off a wave of foreign-funded supermarkets entering China. In the same year, far away in Xuchang, a small city in Henan, Yu Donglai co-founded a grocery store with an area of about 40 square meters and opened a grocery store with an area of about 40 square meters, which was named "Wangyuelou Fat Shop", and later renamed "Fat Donglai Famous Tobacco and Liquor Shopping Center".
In the future, the supermarket kingdom of Fat Donglai expanded step by step. At its peak, there were more than 30 department stores and supermarket chains, with annual sales of more than 5 billion yuan. Around 2012, Fat Donglai closed stores on a large scale, and Yu Donglai even posted on Weibo, saying, "Except for Times Square, the rest of the stores will be closed or transferred in about three years." ”
By 2016, Fat Donglai stores were fixed at 8 - 6 in Xuchang, a fourth-tier city, and 2 in Xinxiang, a third-tier city.
Ma Yun, Lei Jun and other bigwigs from all walks of life "pilgrimage to learn", netizens from all over the world came here and were full of excitement. As a result, Fat Donglai has become a myth and legend in China's supermarket industry, and even a "national 6A-level tourist scenic spot".
But the stage where all this happened was limited to Xuchang and Xinxiang in Henan after all. Yu Dong said, "The original intention is not to be big, but to be a good example." "Seeking growth is the eternal fate of enterprises, and Fat Donglai can be cautious and slow, but it cannot be an exception.
Source: Xuchang released the official account
Increase Xuchang and Xinxiang and bet on shopping malls
After 2015, Fat Donglai renovated old stores such as Xuchang Labor Store and Xinxiang Da Fat Store (relocated), with a large area of simple gray and eye-catching brand logo letters DL.
In addition to the stock adjustment, it began to expand incrementally, focusing on encrypting Xuchang. At present, among the 13 stores shown on the official website of Fat Donglai, 11 are in Xuchang, and four new stores were opened in one go in 2019, namely Jinhui store, Yunding store, Golden Triangle store, and Beihai store.
The scale is upward, the types are rich, and the number of comprehensive shopping mall-type stores has reached 8. Among them, Xuchang Angel City and Xinxiang Sanfat are both landmark shopping centers in the city and have attracted much attention.
The self-sustaining operation of Xuchang Angel City, which will open in January 2023, is positioned as a "comprehensive life park", with a total construction area of 70,000 square meters, a total investment of 350 million yuan, and about 800 parking spaces. More than 120 gas flow brands have been introduced, and Fat Donglai's own business formats have been packaged in one stop, including Fat Donglai Life Supermarket, Electric City, Cinema, Pharmaceutical Supermarket, Tobacco and Alcohol Wholesale Center, Angel Baby Gift Center, Preface Bookstore, etc.
Source: Xuchang released the official account
During the Mid-Autumn Festival and National Day holiday in 2023, the passenger flow of Angel City will reach 1.4 million (90% of the passenger flow from other places), with an average daily passenger flow of more than 170,000 people. The popularity effect of the opening continued, "every day is comparable to the Spring Festival", and the restricted flow of people flocked to the Fat Donglai Supermarket on the B1 floor, putting the shopping basket on their heads to reduce the resistance of creeping.
And Xinxiang Yitong One World One Store is Fat Donglai's "asset-light" work. The project covers an area of 242.88 acres, and Yitong Real Estate spent 550 million yuan in 2013 to win the "Xinxiang Land King", and plans to "build a large-scale high-end urban complex that meets the standards of first-tier cities".
Source: Yitong Real Estate official account
In April 2022, Fat Donglai signed a contract to settle in Yitong One World. Since then, "three fats" has become the mantra of the locals after dinner, and it is also the biggest bargaining chip for the sales salesmen around One World to rush for performance.
According to official information, the name of the One World Commercial Part has been set as One World Chaoli Commercial Center, covering an area of about 40 acres, with a planned total construction area of about 177,000 square meters, with Chaoli Commercial Center and four Chaoli light luxury apartments, the commercial center is divided into large commercial mall and BLOCK blocks. Among them, the large-scale commercial MALL is operated by Fat Donglai, and the DL logo can be seen on the façade of the architectural renderings.
A netizen who lives nearby posted that the "three fat" building has been capped as a whole, the façade construction is underway, and the insulation layer construction was basically completed in early April.
Source: Yitong Real Estate official account
Hold the base camp and gather strength to get out of Henan
In the economic downturn, Fat Donglai chose a not easy but feasible path to break through the encirclement of competition and break the anxiety of growth.
Internally, it breaks the carrying restrictions of ordinary medium-sized supermarket stores and stores to prevent "fertilizer water from flowing into outsiders' fields". The MALL form can be loaded into many of Fat Donglai's main business forms, lengthen the retention time, form a closed loop of passenger flow, and trigger more consumption behaviors.
Externally, high-quality landmark shopping mall assets can strengthen their weak real estate genes, resist the squeeze of competition in the province, and simultaneously enhance the brand moat, so as to make enough influence for "going out of Henan".
Even in Xuchang, which has almost changed its surname to "fat", Fat Donglai is still facing the grabbing of players such as Yifeng Industry.
Founded in 1997, Yifeng Industrial focuses on retail and real estate, supplemented by cultural entertainment, automobile, finance, logistics parks, central kitchens and other sectors, focusing on the cities of Xuchang and Zhoukou. One of the peaks is in Xuchang, mainly distributed in county-level cities under its jurisdiction, but it is still inevitable to divert Fat Donglai in the Xuchang market to a certain extent.
Yifeng's residential and commercial properties are the solid umbrella of its supermarkets. According to Dianping, there are 12 Yifeng supermarkets in Xuchang, most of which rely on the fully equipped Yifeng City Plaza or Yifeng Life Plaza.
Looking at Xinxiang again, Fat Donglai once repelled Wal-Mart and lived as the locals' measure of "quality and service". The three fat stores in the form of shopping malls are the key to increasing their size in Dongcheng New District.
Although Fat Donglai has a very strong "mass emotional foundation", it is not easy to successfully open a shopping mall in Dongcheng District. There are already Powerlong Plaza and Wanda Plaza competing for the "Youth Hipster Field".
Source: Xiaohongshu @ Xinxiang Baolong Plaza, @新乡牧野万达广场
In other economically strong cities in Henan, Fat Donglai is "difficult to cross the thunder pond by half a step", also because there are leading retail real estate developers with strong family backgrounds and diversified businesses in various places.
Zhengzhou, the provincial capital, Dennis, Xintian, and Zhenghong fought fiercely. Dazhang Group is based in Luoyang and extends to Jiaozuo and Jiyuan, with more than 70 commercial outlets, covering Dazhang Supermarket, Shengdemei Supermarket, Dazhang Plaza, and Changshen International (high-end shopping center). Wandelong has more than 60 outlets such as shopping malls, fashion department stores, comprehensive supermarkets and standard supermarkets, covering the whole area of Nanyang City, towns and counties.
In the face of all parties in Henan, Fat Donglai has built high-standard real estate projects, which can at least consolidate the "hegemony" of Xuchang and Xinxiang and reduce the "being entered".