The Wanda MAX store represents the development direction of Good Neighbor in Xiangyang market.

Chairman Zhang Hongtao believes that the current retail industry has seriously lagged behind consumers, and companies need to be more aggressive than ever. In a series of reports on Xiangyang Good Neighbors, Zhang Hongtao mentioned that companies aiming at service have an easier life than those following the "performance theory". In this way of thinking, "upgrading service and quality" has become the idea of the iteration of good neighbor stores.

At the end of September 2019, the first fifth-generation store of good neighbors, Wanda MAX store opened, it is understood that the predecessor of the Wanda MAX store is China Resources Vanguard, in March 2019, China Resources Vanguard due to poor management announced that the store was formally shut down, and was taken over by the Xiangyang good neighbors.

Xiangyang Good Neighbor did a sound live experience, scene interaction and CR Vanguard's previous business philosophy formed a clear difference.

Good Neighbor Wanda MAX store is located in the Wanda Plaza underground layer, the actual operating area of 5,000 square meters, fresh area accounted for about 50%, the active line was U-shaped, the layout of the category by the baking area, fruits and vegetables area to start, and then connected to the meat, aquatic products, as well as cooked food, staple foods, catering snacks and other processed daily commodities, in addition to the hot and spicy hot pot, the traditional snacks such as rice noodle bridge, the Wanda MAX store introduced the local characteristics of Xiangyang snacks, the Wanda MAX store. In addition to traditional snacks such as spicy hot pot and over-the-bridge rice noodle, Wanda MAX store introduces local specialty snacks such as lean meat slider and beef cake, etc. The 3-meter-high fish tank in the dine-in area has become a spot for children to make a stop in the supermarket, and the coffee bar and craft beer bar next to it not only creates a recreational area for the young people, but also cleverly separates the fresh food area from the food area, so that the line of motion naturally turns to the other side of the U-shape, and the alcoholic beverages, cereals and oils and condiments, leisure foods, and household and care products are sold along the moving line. The liquor and beverages, food and oil seasoning, leisure food, as well as household and personal care products are distributed along the line at both ends until they are connected to the cashier.

By segmenting customers, Wanda MAX store focuses on high-value customers, and meets the needs of high-value customers in terms of scene shaping and product selection, which is also the reason why sales reached 1.95 million on the opening day.

Netflix, imported goods and experiential services firmly connect the Wanda MAX store with high-value customers.

In recent years, under the trend of consumer upgrading and the rise of consumption power in second- and third-tier cities, many supermarkets have begun to increase the proportion of imported goods as well as new national goods with spiritual connotations, to capture the hearts and minds of young and less price-sensitive customer groups, and at the same time, relying on the endorsement of offline brick-and-mortar stores, on the one hand, consumers don't have to worry about the quality of the goods and logistics problems, and on the other hand, the Wanda MAX stores have created a new environment for consumers to enjoy the best of both worlds. strong> The shopping scene created by the offline stores is also subconsciously stimulating the customer's desire to buy. Both experience and consumption function, which is one of the characteristics of the Wanda MAX store.

Gu Guojian, a retail expert and professor at Shanghai Business School, believes that "in the consumption upgrade, material consumption will always top out, while spiritual consumption has a huge upside, and the past flattened customer base has evolved into a multi-level customer base, the retail industry must segment its customers to lock in their target customers. "

When some companies are still hesitant to "catering" when the good neighbor MAX store catering area has reached 30%, which in the same area of the big box store is not common.

Zhang Hongtao believes that the supermarket into the concept of "catering" in the future has a broad market, with the accelerated pace of life, the trend of smaller families, young people who do not cook, order takeout more and more, the finished and semi-finished products in the supermarket not only to meet the customer's needs for fast food, the form of on-site production and sale is more The newest and safest way to get the job done is to make sure that you have the right stuff.

In the store set up a large dine-in area, to a certain extent, to attract traffic and extend the customer's stay in the store, more importantly, it drives such as seafood, such as "low-frequency categories" of consumption, a variety of cooking skills and life proposal-style display of different categories of goods together, for customers to create a "pyrotechnic", "fireworks", "fireworks", "fireworks", "fireworks", "fireworks", "fireworks", "fireworks" and "fireworks".

The good neighbor is the one who has the best chance to make a difference in the lives of people.

Good Neighbors Wanda MAX store takeover of CR Vanguard, is the result of "density advantage".

Last year, Xiangyang CR Vanguard in the store closure announcement that: in Xiangyang, the regional market, a single store operation is weak, no help, resulting in sustained losses, so choose to withdraw from the Xiangyang market. In contrast, Xiangyang Good Neighbor since its inception in 1999, currently has more than 70 stores in Xiangyang base camp, the local market has a stronger circulation and supply capacity, for foreign enterprises, it is difficult to reach the point.

In 2000, Good Neighbors went step by step from vegetables, fruits, and meat to self-support, and started self-support of cooked food and pasta in 2014, and started self-support of aquatic products in 2016. In this process, Xiangyang Good Neighbor gradually increase the basic investment in fresh food sorting, deep processing, etc., and these investments have become the Xiangyang Good Neighbor's "moat" for the development of Good Neighbor in Xiangyang, bringing absolute advantage.

According to the introduction, Xiangyang Good Neighbor has the most modern logistics and distribution center in Northwest Hubei, the whole library can accommodate more than 20,000 individual products, the annual output value of processed agricultural and sideline products is about 1 billion yuan, and the annual distribution capacity reaches 5 billion yuan, which can cover the goods distribution needs of 82 supermarkets in Xiangyang and the surrounding Shiyan, Suizhou, Wuhan, etc. The distribution center has been put into use for more than a year. The distribution center has been put into use for more than a year, the out-of-stock rate of the best-selling products dropped to 2 points, and the number of inventory turnover days dropped to about 30 days, compared with the previous reduction of nearly a week. At present, this distribution center is mainly responsible for the distribution of room temperature goods, next year in May, the good neighbor self-built fresh food processing center will be put into use.

Zhang Hongtao said, "Xiangyang Good Neighbor's current scale is sufficient to support the operation of such heavy assets as processing and distribution centers, and to form a benign drive with the development of stores."