WildTigerTwirl| How can Pang Donglai play offline supermarkets?

Yu Shengliang, a reporter from the Securities Times.

In the near futureWildTigerTwirlYu Donglai, chairman of Fangdonglai Trading Group, visited ZhengzhouWildTigerTwirlYonghui supermarket store. Last month, Yu Donglai team went to * ST's store in Changsha to make systematic adjustments in terms of employee compensation, store layout, price optimization and so on. The effect is immediate, the flow of people in the store has greatly increased, and the moon cakes of the popular commodity Pudong are sold out in the morning, and the flow needs to be limited when the flow of people is too large. Related news soon affected the stock market, Yonghui supermarket recently rose, yesterday's limit, * ST step higher has also risen for days.

Fat Donglai seems to have the magic to change the industry. At present, offline supermarkets are generally depressed, consumers are unwilling to go shopping in supermarkets, and the statements of listed companies in supermarkets are ugly. But Pangdonglai is an exception. The business of the company has been booming and getting better and better. Business bosses all over the country want to learn from Fangdonglai. A few years ago, Jack Ma, Lei Jun and others expressed their appreciation for Fang Donglai.

Fengdonglai started from the tobacco hotel in the early days, and the boss began to talk about the quality of service a long time ago, taking care of the bike for free, cheering up the bike, and unconditionally returning and exchanging goods, so that consumers feel respected, feel good value for money, and feel a comfortable and secure shopping environment. Although the price of Fengdonglai is higher than that of other stores, local consumers have been after it because of its guaranteed quality. Today, Pangdonglai's service continues to upgrade, including half of the ticket price can be refunded if the movie is not good, and the purchase price and selling price of the goods are marked, which are the envy of consumers in other parts of the country, and have called on Pudong to come and open a shop.

Now Pangdong from branded goods accounts for a large part, when there are multiple brand goods, consumers tend to take the initiative to choose Pangdong from branded goods. The beer and spirits launched by Pangdonglai are popular, and consumers queue up to buy Pengdonglai tea. Pangdonglai's moon cakes sell well all the year round, changing the season and gift properties of mooncakes.

Pangdonglai has established a strong sense of trust among consumers. at the same time, it has also tried its best to maintain the employees, shorten the business hours, close the shop one day a week, close the shop for the Spring Festival, and reunite the employees with their families. Yu Donglai also encouraged employees to travel far away, paid them high salaries and distributed most of the company's profits to them. This is also a solid foundation for employee service enthusiasm, and the staff turnover rate of Fengdonglai is very low.

Fat Dong to promote the ultimate service, at the expense of scale. By the end of 2023, there were only 13 shopping malls and stores in Fengdonglai, and they always stuck to Xuchang and Xinxiang. Since 2012, Fengdonglai has closed more than a dozen small shops in Xuchang Street and Lane. Yu Donglai said that the reason for not opening a store in Zhengzhou is that the rent is too high, which will lead to too much pressure on employees.

Fat Donglai, as a typical "small and beautiful" supermarket in China, does have a lot to learn from, but this is also a special case, because it is difficult not to make a profit for enterprises that require returns from shareholders. What is valuable is that the founder Yu Donglai has provided a successful template for the public, that is, if they pursue the ultimate service and are willing to share, there will indeed be consumers willing to pay for trust.