Yan Yuan

After the first store in Jinshan tasted the sweetness, the second adjustment store opened, and two stores will be reopened in two months

Yonghui supermarket "Fat East Wind" blows to the whole city

Yesterday, Yonghui Supermarket's second self-adjustment store in Shanghai opened its doors at Pujiang Wanda Plaza. The newly renovated space is full of people, just like when the first store in Jinshan opened.

永辉超市还同时公布了未来的调改计划：曹路恒越店、唐镇阳光城店也将分别在4月底和5月初完成“蜕变”后重新开业。密集的节奏传递出一个信号，永辉超市的“胖东来风”正吹向上海全城。

Within three months of the opening of the first store in Jinshan, the reporter paid several on-site visits and found that the adjusted supermarket received positive praise from customers. For traditional supermarkets, learning from Fat Donglai's "business for good" is like a genetic recombination, which is a comprehensive reshaping from the inside out, from business philosophy to business model.

"Fat Yonghui" will increase to 4

Walking into the Pujiang Wanda store of Yonghui Supermarket, the elegant color tone and spacious environment seem to be a "replica" of the Jinshan Wanda store at first glance. But a closer look will show that in many details, the Pujiang Wanda store has its own unique approach. Luo Chang, the person in charge of the adjustment and reform of Yonghui Supermarket in Shanghai, said that learning from Fat Donglai is not a copy and paste, "each store will carry out adjustment and reform according to its own situation".

A typical example is that the counters of delicatessen, light food, freshly steamed and fried food, which are popular in the Jinshan store, are "hidden" in the Pujiang Wanda store. Customers need to walk all the way inside and past the fruit and vegetable section to find these counters in the relatively deep part of the supermarket. Luo Chang said that this seemingly abnormal practice is actually an adjustment based on the experience of the previous store. "The Pujiang store is small, and if all the popular counters such as baking and light food are arranged together, it may cause congestion, so we have scattered these counters to avoid safety hazards."

Some goods are dispersed, while others are more concentrated. Fat Donglai's own products were basically distributed on different counters according to categories in the Jinshan store before, but this time the Pujiang store is concentrated in the Fat Donglai brand area. For customers who want to buy Fat Donglai products, they can basically "buy all in one stop". In addition, in the personal care area, the Pujiang store has introduced more international brands, such as Estee Lauder's skincare products, Kérastase's shampoo, Shiseido's toiletries, etc.

From the perspective of the product itself, the Pujiang store pays more attention to the needs of young people for "good looks" and "fast fashion". The replacement rate of goods in the store reached 80%, the proportion of imported goods increased to 0%, the proportion of fresh foods such as baking and cooked food jumped from 0% to 0%, and the product structure was close to the standard of Fat Donglai 0%. The tropical fruit cabinet has added popular items such as Musang King durian and Chilean cherries; The drinking water area introduces imported brands such as Evian, Perrier water, and Fiji water; The fast food shelves have added Internet celebrity brands such as Qianyiding and KOKA; The baking area has launched a spring limited edition of the "Walking Green Series": Longjing Mulberry Daifuku with "Glutinous Silk", and "New Chinese Swiss Roll" with four tea rhymes. In addition, the Pujiang store also has local characteristics, and the supermarket has introduced the "star" of the local cooked food industry in Minhang District - Ziyan Baiwei Chicken.

总体的环境和超市服务上，浦江店的调改思路与金山店一脉相承。大幅拓宽过道、取消强制动线、增加收银台数量、货架降至1.6米等基本成为“标配”；便民服务区配备血压仪、饮水机、宠物寄存处及免费使用1小时的充电宝；调味品区增设放大镜方便老年客群；拖鞋货架旁放置了试穿拖鞋的专用鞋套；新鲜果切严格执行“468”原则：超4小时八折、6小时六折、8小时下架。

随着浦江店的开门迎客，永辉超市在上海学习胖东来的自主调改节奏也在加快。4月28日，曹路恒越店将焕新开业；5月9日，唐镇阳光城店也将完成调改恢复营业。届时，上海的“胖永辉”数量将达4家。

The first store in Jinshan received positive feedback

永辉超市在上海的首家学习胖东来自主调改店今年1月在金山万达广场开业。据超市方面透露，开业两个多月以来，客流和销售额进入稳定期，工作日客流是调改前的2—2.5倍左右，周末客流则达到3—3.5倍。

In the return visit, the reporter found that the supermarket after the adjustment and reform has almost won unanimous praise from customers, and the proportion of young faces in the customer flow has increased significantly. Among them, the most popular areas are the areas with the greatest changes, such as baking and delicatessen, and every time you go, you can see that the inside and outside are full of people. A "post-80" customer told reporters that she had never bought cooked food when she came to Yonghui Supermarket before, but after the supermarket was adjusted, she would buy it every time she came, "because it looks very fresh, and it tastes really good after trying it."

The light food section selling salads, bento boxes, sushi, etc., is also popular with young customers. The reporter found at the scene that these cleanly packaged and richly matched foods can always attract guests to stop, and young people almost never leave empty-handed when they pass by. Song Xianli, manager of Jinshan store, said that after the supermarket adjustment, the area of baking, light food and cooked food area has been expanded to 20 times, and the proportion of baking and cooked food sales has increased from 0% to 0%.

"Originally, we only wanted to serve the people of Jinshan, but the whole baking area is now very 'red', which has attracted guests from other areas and even Jiangsu and Zhejiang." Song Xianli said, "The proportion of non-Jinshan guests is about 30%, which is beyond our expectations. ”

Why is Yonghui Supermarket Jinshan Wanda Store "out of the circle"? Wang Shoucheng, vice president of Yonghui Supermarket, once analyzed that the essence is that Yonghui's adjustment and reform has stepped on the consumer demand of residents in suburban areas for high-quality community-based comprehensive supermarkets. "Since the opening of 9 years, customer satisfaction has been slowly declining for more than 0 years." Wang Shoucheng said, "The positioning of the supermarket, the quality of the goods, and the business model no longer match the needs of customers, and if they do not change, they can only be eliminated." ”

The Shanghai Municipal Commission of Commerce believes that the retail industry is now showing diversified development, and various models such as warehouse membership stores, fresh e-commerce, and community supermarkets go hand in hand, which not only shows the vitality of the market, but also increases the competition in the industry, and it is an inevitable trend for traditional supermarkets to innovate and develop.

The quality has gone up, and the consumers have come back. At the Jinshan store, Song Xianli also found that customers were more willing to leave their time to Yonghui. "In the past, the average time customers spent in our store was about 20 minutes, and they wanted to buy something, and they just left. The average shopping time of our guests is now around 0 minutes, which is a positive sign for us that they are willing to walk and see more. ”

The embodiment of the "temperature" of the service industry

The good response of the market has made Yonghui Supermarket more determined to continue to learn from Fat Donglai. According to the latest plan announced by Yonghui Supermarket, the number of stores nationwide is expected to reach 200 by the middle of this year and 0 by the end of the year.

Wang Shoucheng said that the adjustment and reform of Yonghui Supermarket is fundamentally to learn from Fat Donglai's "people-oriented" business philosophy. Shift from a "seller's mindset" to a "buyer's mindset" and consider what consumers need. Song Xianli recalled that on the eve of the Spring Festival, a local aunt in Jinshan came to the supermarket to buy spring roll wrappers, but at that time there were only finished spring rolls in the supermarket. So Song Xianli recorded it and asked the relevant person in charge to purchase. "We didn't take into account that the locals have the custom of making their own spring rolls, so I apologized to my aunt and asked her to come back in a few days."

At the other end of the spectrum of "people-oriented" is the focus on employees. This is also another part of Fat Donglai's heated discussions in the outside world, including "unhappy vacations", income higher than the average local salary level, etc. Yonghui Supermarket has also improved the welfare of employees after the adjustment, with an average increase of about 10% in the wages of employees, and the average daily working hours of store employees are controlled within 0 hours, and they can enjoy 0 days of paid annual leave after one year.

Wang Huizhong, a former cultural consultant of Henan Fat Donglai Business Group and a retired professor of Tongji University, believes that the Fat Donglai model is different from the traditional Western management from the underlying logic. Western management pursues the maximization of capital, and in this premise, workers are more like tools, or vassals of machines on the assembly line. But Kant said that man is not a tool, man is an end in itself. What Fat Donglai does is to treat employees as independent people. ”

作为要从理念上向胖东来学习的永辉，也在与员工的相处上发生了很多变化。今年春节是金山店调改后的第一个节日，且正是刚开业最热闹的时候，但超市选择减少营业时间——除夕提前至16时闭店，大年初一全天歇业，初二、初三提早至17时30分闭店。

Wei Feng, a professor at the School of Economics and Management of Tongji University, believes that the Fat Donglai model has achieved a balance between customer trust and profits through quality control and moderate profits. The essence of this model is the embodiment of the "temperature" of the service industry - employees feel the kindness of the company to themselves, so they cherish and work harder; Because customers believe in the reputation of Fat Donglai, they continue to consume here, forming a "virtuous circle". "But the Fat Donglai model has a cost." Wei Feng said that Fat Donglai dared to give up the confidence of profits, firstly, the supply chain and labor costs are lower than those in first-tier cities, and secondly, the cash flow is sufficient to support such a high-quality route.

Yonghui has not shied away from this issue. Wang Shoucheng admits that the supermarket's drastic adjustment will indeed raise the break-even point of the store, but Yonghui is confident that it will enter a "virtuous circle". "After the adjustment, the increase in customer flow has improved the performance of the store, improved the ping efficiency, and the increased revenue can fully cover the cost. At the same time, the increase in sales volume also gives room for procurement costs to fall. Wang Shoucheng said.

In addition to business, the Fat Donglai model may have a deeper enlightenment for traditional supermarkets, and "business for good" may reshape the endogenous genes of traditional supermarkets and provide new competitiveness for their innovation and transformation. The wheels of "Fat Donglaihua" are rolling forward, no matter whether the road is straight, starting is moving forward.

(Source: Jiefang Daily reporter Ye Yu, Ruan Jiawen, Yang Shuyuan)