In Lanzhou, when it comes to "Beijing Hualian", many people's first reaction is not a company, but a way of life. Over the past 26 years, as an important layout of Beijing Hualian in the northwest, Lanzhou Hualian Supermarket Co., Ltd. has witnessed the changes in the city and understood the needs of the city. In the face of the upgrading of the consumer market, this old retail enterprise did not stop at its own pace, but chose a "still water" change: through measures such as commodity adjustment, environmental upgrading, service optimization, digital transformation and employee care, it has embarked on a high-quality development path to promote development through reform and innovation for the future, becoming an example of the transformation and upgrading of private retail enterprises in Lanzhou.
The docking of agricultural supermarkets to ensure the quality and price of supply has been improved
After 19 o'clock every day, the fruit area, baking area, and cooked food area implement tiered discount promotions, and 60%, 7%, and 8% off are cleared in different periods, which not only reduces the loss of enterprise resources, but also allows consumers to enjoy benefits. The vegetable and fruit area created according to the daily scene optimizes the lighting design, the zoning is clearly signed, and the new fresh preservation cabinet and special equipment for the bulk grain area are added to create a "market-like" shopping atmosphere, making consumers feel like they are in a fresh pastoral market, and visiting the supermarket has also become a healing lifestyle.
Relying on its own fresh commodity base and modern fresh food processing and distribution center, Beijing Hualian (Lanzhou) continues to promote the "agricultural supermarket docking" model, establishes stable cooperative relations with a number of agricultural product bases, reduces intermediate links, and realizes efficient direct access from the field to the shelf. "We ensure that the goods are of high quality, low price, fresh and delicious, which not only allows the people to eat with confidence, but also helps rural revitalization." Ma Baoping, deputy general manager of Beijing Hualian Lanzhou region, has opened 13 stores and 1 distribution center in the four districts of the main city of Lanzhou City and Baiyin City, becoming one of the most complete and largest comprehensive supermarkets in Lanzhou and even Northwest China, and continues to inject vitality into regional economic development and people's livelihood security.
Beijing Hualian (Lanzhou) Supermarket Life Scene Transformation
Benchmark industry benchmarks for comprehensive adjustment and renewal and upgrading
Imported goods are lined up separately, Internet celebrity popular products have been settled in one after another, and categories such as fruits and vegetables, fast food and frozen food continue to be enriched, breaking down online and offline commodity barriers. In addition, the supermarket has also innovatively set up a "commodity recycling office" to facilitate customers to deal with temporarily abandoned goods, and the details show the service temperature. Beijing Hualian Life Supermarket Lanzhou Wangfujing Store, which resumed business on October 18 this year, has become a "model project" for enterprise transformation and upgrading.
"We learned from Fat Donglai, after two months of independent adjustment, we have optimized and upgraded the supply chain selection, environmental layout, service capabilities, etc.," walking in a more spacious and comfortable store, Xiangfang, head of category procurement of Wangfujing store of Beijing Hualian Life Supermarket Adjustment Department, introduced, "In terms of commodity structure, the elimination rate of food department stores is 61.2%, and the introduction rate of new products has reached 58%; The elimination rate of fresh food products is 65%, and the elimination rate of processed fresh food is 55.8%, and the commodity structure is close to 90% of the industry's excellent standards. ”
Beijing Hualian (Lanzhou) Supermarket Life Scene Transformation
Online and offline integration opens up new scenarios for instant consumption
"Every Tuesday on Member Day, the Mini Program Mall is also 8.8% off", "JD.com delivers in 30 minutes, free shipping over 29 yuan", "Place an order online on Taobao, support scheduled time delivery"...... In order to meet consumers' needs for "instant delivery" and "convenient purchase", the company has fully settled in takeaway platforms such as JD Second Delivery, Taobao Flash Sale, Meituan, etc., launched nearly 4,000 products, opened Douyin local life group buying, and also developed its own mini program mall to realize the exchange of data between members and products.
In terms of distribution services, Beijing Hualian Lanzhou area has also made great efforts: on the one hand, it strictly controls the service link with indicators such as picking fulfillment rate and order fulfillment rate; on the other hand, it joins hands with Hummingbird, Meituan, and Dada Distribution to ensure fresh quality and instant delivery speed. Offline stores are linked online, guided to place orders through promotional materials, and with exclusive coupons to improve cost performance. Today, its average monthly orders for a single store have increased by 20%; Offline optimization of service experience, upgrade display and decoration, "online + offline" collaboration covers 3 kilometers around the store, which not only meets the needs of customers in the business district, but also enhances the comprehensive competitiveness of supermarkets.
Beijing Hualian (Lanzhou) Supermarket Life Scene Transformation
People-oriented stimulates the endogenous power of enterprises
"To do a good job in external services, we must start with internal changes." Ma Baoping, deputy general manager of Beijing Hualian Lanzhou region, said that the company deeply realizes that the happiness and sense of belonging of employees are the key to improving service quality.
In the past, supermarket practitioners generally had problems such as high work intensity, low salary, and limited career development space. To this end, the company starts from "people" and promotes a series of heart-warming reforms: after the adjustment, the business hours of Wangfujing stores are adjusted from 8:30-21:30 to 9:00-21:30, shortening working hours and allowing employees to better balance work and life; Since the beginning of this year, nearly 32 training and sharing sessions covering cultural concepts, service etiquette, operation and management, equipment maintenance, fire safety and other content have been organized; Arrange multiple batches of backbones of each position to study in the industry benchmark enterprises to improve their professional capabilities.
From commodity upgrading to service optimization, from digital transformation to humanistic care, through self-innovation, fine management, and serving people's livelihood, Lanzhou Hualian Supermarket Co., Ltd. is interpreting the transformation and upgrading of high-quality development of private enterprises in the new era. (Reporter Zhao Wenrui)