Copy and upgrade, transformation and adjustment, the membership store enters the wind in the central urban area, is there?

There are more and more members around the people. In early September, Nanxiang Store, a Carrefour member store, also opened the door. The reporter was informed that Zhongshan Park Store, a Carrefour member store in Changning District, will also open this month and directly enter the central urban area of ​​Shanghai.

Within a month, many brands and many households have been opened. It is also one of the important actions of the Shanghai physical stores to accelerate the transformation and change and accelerate the layout of membership store formats after the epidemic.

Copy and upgrade

Unlike the previous round of membership store opening boom, the opening of a wave of members in the 8th and 9th waves is mainly to replicate and upgrade.

Take Carrefour as an example. Carrefour began to expand membership store formats in October last year and opened the first member store in Pudong New District. Based on the communication between Carrefour Member Stores in the past year, Chen Da, general manager of the Member Store Operation Management Center of Carrefour Company, said that the brand has made significant optimization in supply chain, products, services, membership rights, etc. "Based on this," on this basis , Carrefour Member Store is officially upgraded to version 2.0. "

The two new membership stores in September are typical of version 2.0. Mentioning the changes in member store 2.0, Chen Da focused on the upgrade of five highlights, product upgrades, equity upgrades, experience upgrades, convenient upgrades, and home upgrades. Taking the product upgrade as an example, the Carrefour member store makes full use of the advantages of channels and supply chain to promote more products and brands that meet the needs of membership consumption. The categories include snacks, 3R prefabricated dishes, etc. In terms of membership rights upgrade, Carrefour Member Store has upgraded the rights and interests of the original six major members and became the new eight major equity. One of the most important equity upgrades is to give each member 360 yuan without threshold consumer coupon.

In addition, with the 2.0 upgrade, the reporter saw that the Carrefour member store also carefully created a new member shop snack bar, children's amusement and other experience areas.

"Carrefour wants to create omni -channel, refined traffic and basic skills of user operations. Retaisers should return to the essence of commodity operations, bringing the most cost -effective and more suitable for Chinese families to bring everyone. At the same time, we are actively promoting digital transformation to achieve realization The improvement of online and offline operating capabilities "Changfei said that Carrefour's membership system built ideas, and changed from product thinking to sustainable service thinking.

Reconstruction and adjustment

Interestingly, in this round of upgrading, most of these member stores are transformed from the old site. For example, the address of the Sam Baoshan store is the original Wal -Mart's address; Hema X Member Store Store is also the original supermarket transformation.

When multiple large retailers have membership stores, they have higher requirements for cost -effectiveness. "The normalization of the epidemic has made family consumption more conservative. Consumers emphasize 'cost -effective' while ensuring quality. Therefore, consumers who take into account quality and prices make community group buying back to rationality and warehousing membership stores." Xia Yan, a senior director of the service team, said that the warehouse member store ushered in rapid development in recent years, while understanding local consumption habits, building a deep local supply chain, and providing consumers with a reasonable buying of reasonable selection and strengthening the combination of atmosphere experience. In order to better hit the pain points of consumers and become a member store that is more suitable for Chinese consumers.

In the rapid development of the retail industry, Carrefour also continued to consolidate the foundation, drove organization change, and actively embraced transformation. Chang Fei, vice president of Carrefour (China) and general manager of Carrefour member store, said that from 2021, Carrefour launched a membership store format, and Carrefour member stores are constantly adapting to new needs and changes in consumers. It is reported that in terms of convenience and home upgrade, relying on Zhongshan Park and other stores in the central urban area, the Carrefour member store further achieves the central urban area. In June this year, the Carrefour member store launched the Suning Tesco APP. Consumers in Jiangsu, Zhejiang and Shanghai can place an order. In August, consumers from 9 major and cities including Jiangsu, Zhejiang, Shanghai, Anhui, and Beijing, in the applet and Suning You can also place an order to buy Carrefour member store products on the easy -to -buy app to achieve a three -dimensional consumer pattern.

Industry analysts believe that the Carrefour member store expands this action in depth to the central urban area. In order to perspective, it is to get closer to consumers and improve its own coverage and touch efficiency; and from a deeper perspective, this is undoubtedly undoubtedly undoubtedly Further enhanced the threshold of membership stores, that is, the underlying logic of the outskirts of membership stores in the past few years.

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Author: Xu Jinghui

Edit: Zhang Tianchi

Editor in charge: Rongbing

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*Wenhui exclusive manuscript, please indicate the source for reprinting.

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