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Adventure Boutique Supermarket

Deng Rushun has many identities. For example, he calls himself a "fake foreigner." As a person who was born in Hong Kong, grew up in the United Kingdom, started a family in Taiwan, and started a business in the Mainland, he can miss the simple Wellcome Supermarket in Hong Kong that he grew up with, or he can

I really admire New York's DEAN & DELUCA, known as the "LV of the supermarket industry". The latter has "spread" from New York to Tokyo and Taiwan, China, and has caramel chocolate apples for US$12 each.

As a "family man who knows how to buy groceries", while living in Beijing and Shanghai, he also knew the surrounding boutique supermarkets very well, so much so that he would remember the imported Coke and

Price of fabric softener.

The goods there are so expensive that even the Japanese are shocked, but to deal with the "suffering of homesickness", the Japanese people living there have no other choice, but Deng Rushun does. He can go to Carrefour once a month to buy daily necessities such as plastic wrap, but that's not the case.

You can go to different boutique supermarkets several times a week and explore among the dazzling array of delicacies from various countries.

"Life can be kind to yourself," he said.

Hidden behind these life details is his true identity. As the general manager of Jones Lang LaSalle’s Central China retail department, he had previously built the Beijing Financial Street shopping mall project.

Three years ago, relying on this project, China Resources’ Ole’ boutique supermarket created new formats such as coffee bars, making boutique supermarkets a part of lifestyle.

Now, Ole' will open new stores in Shanghai and Hangzhou to enter the East China market. According to China Resources Vanguard's plan, Ole', which has become the focus of the group, will almost usher in explosive development this year, and the total number of stores will almost double.

Fan.

“Now the time is ripe”, there seems to be no reason not to speed up. Ole’s general merchandise manager Liu Zhicheng is so busy that he almost has to make his home on the Shanghai-Hangzhou Railway.

However, a difficult problem also faced Liu Zhicheng and his colleagues almost at the same time.

More and more wealthy people and people pursuing quality life have given birth to this industry. However, the overall low profit margin and cost considerations of retail supermarkets also determine that this is an industry that requires scale and chain effects to survive. However, high-end

The positioning makes it necessary to maintain its rarity. "It can't be opened, it can't be opened too much, and it can't be opened too much. This is a contradiction." Deng Rushun said.

"To be or not to be," Shakespeare also said, "that is the question." Player appearance The news that China Resources Ole' will open a store in Shanghai, Yang Qianyi also noticed: "It shows that this is definitely an opportunity, we will act when we see the trend

"As the senior vice president of CP Lotus's merchandise department, she hopes that the CP Lotus Supermarket store, which has just been upgraded from a mass store to a high-end supermarket, can take advantage of this Spring Festival.

Last year, she and the project team visited Japan, South Korea, Taiwan, and Hong Kong, and came back to "revamp" the Zhengda store.

This means that the supermarket area has been reduced to 3,600 square meters, and the remaining 8,200 square meters will be used as a lifestyle store in the form of investment promotion, including food, beverage bars and other formats. The reduced supermarket will be upgraded to a boutique store, with the original 15,000 kinds of goods increased to

There are more than 40,000 kinds. The proportion of imported food has increased from 10% to 40%. The area of ??the fresh food area accounts for almost 40%. A unique seawater fish box has been introduced, which contains two Alaskan snow crabs worth 1,700 yuan during the Chinese New Year.

It was sold very quickly.

In China, boutique supermarkets bring impulse consumption, and white-collar, middle- and high-income and even foreign customers are becoming new temptations for high-end shopping malls. Therefore, upgrading is imperative, but the difficulty is also obvious.

The first thing to bear the brunt is that CP Lotus's mass store image has been deeply rooted in people's hearts through many years of expansion. When hearing this name, will people accept the high-end image of one of its stores?

For example, China Resources Vanguard would rather choose the new Ole' as the brand logo of its high-end series, but in any case, they have confirmed a rule of the game: boutique supermarkets themselves cannot exchange for economies of scale through massive expansion, with the characteristics of large varieties and small quantities.

As a result, their purchases will never be comparable to the purchases of one or two containers at a time by large supermarkets such as Carrefour. Therefore, this is a business that must rely on mixed groups to succeed. It must have the advantages of backstage and resources, and it must be able to operate alone.

Doesn’t make sense.

China Resources Vanguard began to launch the first Ole' in Shenzhen Vientiane City in 2004. "From 2004 to 2008, we continued to accumulate, learn, and summarize experience." Liu Zhicheng described that Ole' during this period was very low-key, which is in line with

China Resources’ consistent style.

When Deng Rushun inspected boutique supermarkets for the Beijing Financial Street project in 2006, he originally wanted to introduce Hong Kong's mature high-end supermarket chain City Super, but "the other party was not ready." On the contrary, China Resources Ole' was one of the few companies that was concentrating on this field.

The company "focuses on scientific processes. When a complete system of procurement, payment time, warehousing and logistics is ready, it can expand on a larger scale." This also explains Ole's "explosive" growth in the past two years.

accumulation.