---
title: "RT-Mart M Membership Store: A Quality New Year Shopping Destination for the 'High Shopping IQ' Crowd"
description: "During the year-end and New Year period, RT-Mart M Membership Store has become a top choice for quality New Year shopping, leveraging its strong product offerings and customer-centric services. By combining premium private-label goods with emotional marketing and pet-friendly initiatives, the store enhances the shopping experience while maintaining stable prices and delivery services during the Spring Festival."
author: "RBF团队"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-02-20"
language: "en"
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# RT-Mart M Membership Store: A Quality New Year Shopping Destination for the 'High Shopping IQ' Crowd

> During the year-end and New Year period, RT-Mart M Membership Store has become a top choice for quality New Year shopping, leveraging its strong product offerings and customer-centric services. By combining premium private-label goods with emotional marketing and pet-friendly initiatives, the store enhances the shopping experience while maintaining stable prices and delivery services during the Spring Festival.

RBF Team: The year-end and New Year period is a peak time for gift-giving and stockpiling in China, and it is also a critical moment for retail enterprises to seize the Spring Festival season and fire the 'first shot' in boosting consumption. Whether it's e-commerce platforms launching 'gifting' features to compete for New Year traffic, or leading supermarkets adopting one-stop 'New Year shopping modes' through store renovations and festive decorations, all are well-prepared for this shopping spree. Of course, quality supply and efficient fulfillment remain the foundation.

Our research found that the actual need for frontline employees to return home for the New Year has led to varying degrees of labor shortages in physical retail and express delivery industries. A related move by a fresh food e-commerce company, which placed 'Spring Festival Rider Urgent Recruitment' flyers in product bags at its front-warehouse outlets, also indirectly shows that retail enterprises ensuring 'no holiday shutdown' online and offline must bear higher operational costs, with salary increases and high-paying recruitment being just one part.

'In terms of quality New Year goods supply, membership stores' product strength is unquestionable, but in ensuring online services, Sam's Club subsidizes delivery personnel by charging consumers an additional 3 yuan per order as a Spring Festival delivery fee,' noted industry insiders. They believe that during the Spring Festival, when delivery capacity is tight, delivery fee increases are understandable, but consumers care more about the transparency of such fees—they should genuinely go to the riders, not become a means for enterprises to profit excessively.

Image: M Membership Store does not raise delivery fees during Spring Festival

In contrast, RT-Mart M Membership Store's move to 'promise no delivery fee increases, with Spring Festival overtime subsidies for delivery staff on duty covered by the company' has won consumer favor. This is just one of M Membership Store's 'smart concessions' to ensure uninterrupted, high-quality services. We learned that in addition to launching the 'My Spring Festival Like This' festive literary creative marketing, M Membership Store also introduced pet-friendly services before the Spring Festival, becoming the first pet-friendly membership store. It can be said that with its strong 'festive flavor' and 'human touch,' M Membership Store has ignited members' shopping enthusiasm while providing new playbooks and ideas for the retail industry to welcome a strong start to the year.

**Quality Products: The 'To Buy List' for Young Shoppers**

Diverse information channels have rapidly enhanced consumers' 'shopping IQ,' with a major change being that consumers no longer easily pay for brand premiums. The pursuit of extreme cost-effectiveness points to the equivalence of product price and value, which is why relatively authentic 'XXX bestseller lists' on social media platforms always attract users to 'plant grass.' When we searched for 'New Year must-buy list recommendations' on Xiaohongshu, we found over 90,000 user notes sharing shopping experiences at M Membership Store, among which 'Top 10 M Products You Repurchase Endlessly' has become an annual quality product list that consumers follow blindly.

Image source: Xiaohongshu

It is reported that the 'M Good Products TOP 10' items are all based on genuine member reviews, selected through a combination of member shopping receipts, actual purchase frequency, and consumption feedback. We observed that 7 of the listed products (Jersey refrigerated milk, original Earl Grey double Swiss roll, Yunnan floral blueberries, one-jin strawberry cake, caramel croissant cake, Orleans roasted chicken, and pink tomatoes) come from M Membership Store's private brand 'M Premium.' Among them, 'Jersey refrigerated milk' has been voted onto the 'M Good Products TOP 10' for two consecutive years, while the 'one-jin strawberry cake' has returned as a seasonal limited-edition hit amid widespread acclaim.

Image: M Premium Jersey refrigerated milk on the 'M Good Products TOP 10' list

By delving into the operational process of these star products from source to terminal, we can distill M Membership Store's formula for creating best-selling private-brand products: achieving overall advantage through four dimensions—quality, price, vitality, and trend. The primary dimension of private-brand product strength is quality, meaning only products of superior quality that truly represent M Membership Store's reputation are developed as private brands. Based on this, M Membership Store benchmarks against the best brands and highest-quality products in each category. For example, Jersey refrigerated milk uses the rare Jersey cattle breed (accounting for 1% of the world's dairy cows, known as the 'noble among cattle'), characterized by rich milk texture, prominent milk protein content, high butterfat content, and a calcium content of 120-130mg per 100g. In process control, the R&D team conducted dozens of attempts to find the most suitable sterilization temperature to maximize the characteristics of Jersey milk, resulting in a rich, fragrant, and naturally slightly sweet taste.

Image: M Membership Store 'Jersey refrigerated milk'

In terms of price competitiveness, M Membership Store shares a high-quality supply chain with RT-Mart (hypermarket format), leveraging scale advantages to establish clear price competitiveness during the product customization stage. 'Currently, our private-brand products maintain an average price advantage of about 20% compared to same-quality branded products,' a relevant person in charge at M Membership Store told us. Vitality is the third dimension of brand product strength, where M Membership Store prioritizes quality stability and has established a strict supervision and audit system from R&D to sales. Trend is a powerful tool for leading trends, focusing on food safety, friendly packaging, and seasonal characteristics. Taking the most representative seasonal product, the 'one-jin strawberry cake,' which achieved million-level sales in its first month on the market, as an example, every strawberry from branch to table embodies M Membership Store's persistent insight into member needs, relentless quality pursuit, and price breakthrough.

Image: M Membership Store 'one-jin strawberry cake'

'Consumers demand that fruits be not only seasonal and delicious but also safe to eat. Therefore, M Membership Store has made significant efforts at the cultivation end,' said Xianping She, Deputy General Manager of the Product Department at M Membership Store. He explained that M Membership Store buyers strictly follow the natural law of 'not eating out of season,' selecting strawberries during their natural ripening period and insisting on direct sourcing from core production areas throughout the season, choosing two major core areas: Dandong in the north and Nanjing in the south. On one hand, M Membership Store ensures a controllable quality chain through direct base sourcing, eliminating intermediary costs, and using a cold-chain centralized warehouse-to-store model to maximize logistics cost savings, ultimately presenting strawberries to members at optimal quality and the most cost-effective price. On the other hand, in strawberry cake production, they innovated the recipe by reducing the jam sugar content by 20% to meet consumer demand for healthy, low-sugar bakery products. They use a fine cake base, mix animal cream with mascarpone cheese to create a vanilla cream sauce for multi-layered flavor, complementing the strawberry's slight acidity and sweetness for the best taste. From the strawberry field to the one-jin strawberry cake, and then to M Premium strawberry puffs, thousand-layer chestnut cake, and other festive dessert series, as well as the newly launched 'Berry Brings Blessings' strawberry fruit gift box sourced directly from green cultivation bases before the Spring Festival, we see that M Membership Store's continuous improvement in bakery product originality, innovation, and iteration has been recognized by members in sales data. In our view, the reason these products have become 'quality bestsellers' with high repurchase rates is that they satisfy consumers' desire to 'spend every penny wisely,' reflecting M Membership Store's product strength hitting consumers' hearts, thus earning a place on the 'To Buy List' of 'smart-brained' young people.

**Handing Out a 'Human Touch' Ritual Card**

The domestic consumer market is undergoing a transformation from 'seeking material' to 'valuing spirit.' Therefore, for retail enterprises to advance from 'awareness' to 'recognition' in consumers' minds, they must rely on two things: solid quality and strong cultural attributes. 'The former requires creating products that consumers love based on their needs; the latter requires enabling consumers to understand the brand story through products, forming resonance points with consumers,' said Yi Zhang, CEO and Chief Analyst of iiMedia Consulting. In building strong cultural attributes, M Membership Store creates a warm magnetic field for consumers from the inside out, including but not limited to: resonating emotionally with young customers through festive literature and savings literature, using 'spiritual massage'-like emotional dialogue to turn retail spaces into lively human scenes; and adding pet-friendly services so 'fur baby' parents can enjoy shopping with their pets.

**First, making offline consumption scenarios more Interesting, Interactive, and Individualized, M Membership Store's recent marketing moves to 'play with' young consumers aim to create long-term social currency.** For example, next to the automatic poker dealer product, they display a festive literary poster saying 'Wishing everyone a good hand in the new year,' and next to seafood gift boxes, they add 'A gift from across the seas, filled with unspoken feelings'... M Membership Store precisely captures consumers' wishes, using sincere and simple festive literature to create a New Year ritual, thereby building the brand's spiritual tone and user stickiness.

Image: M Membership Store 'Festive Literature' poster

It's not hard to see that M Membership Store's 'savings literature' creative campaign also attracts consumer interaction in an interesting, meme-worthy, and humorous way. Posters like 'A day at 0.54 yuan, no matter how long, never ends' and 'Already squeezed dry at my workstation, hoping for a good 'salary' person to take me home' use personalized personification and humorous self-deprecation to highlight products' high cost-performance ratio while cleverly pointing out money-saving tips.

Image: M Membership Store 'Savings Literature' poster

'M Membership Store's savings literature is my strongest voice, releasing life's frustrations and work anxiety through jokes and memes,' a netizen said directly. Clearly, the reason savings literature touches consumers' emotions is that they understand consumers' psychology of taking every small expense seriously, incorporating these pain points into product copy, making young people smile while also feeling the brand's humanistic care.

**Second, adding 'pet-friendly' services to achieve refined operations that are both warm and principled, creating a space where people and pets coexist harmoniously.**

With the booming 'pet economy,' cities like Beijing, Shanghai, and Shenzhen have seen 'pet-friendly' green spaces, malls, parks, and cafes. Now, with a series of pet-friendly services, M Membership Store has become the first pet-friendly membership store in the country where pets can enter. While creating a 'pet-friendly scene' is a new way for membership stores to attract customers and drive foot traffic, 'pet-friendly' is not a one-way concept. How to provide a comfortable environment for pets without affecting non-pet owners? How to be both warm and caring while also principled and rule-abiding? M Membership Store's approach is to achieve 'mutual friendliness' between people and pets in the most diverse and appropriate ways: on one hand, providing spacious, comfortable pet-specific shopping carts so 'fur baby' parents can enjoy shopping with their pets; on the other hand, offering pet storage services and disposable pet pee pads and other daily necessities. Additionally, the store has a series of pet product sections, providing a full range of choices for pets' clothing, food, housing, and travel.

Image: M Membership Store's pet-friendly services spark discussion on social media

Whether through creative literary posters or pet-friendly services, M Membership Store hands consumers a 'human touch' ritual card by adding fun and warmth to the store, which is a business strategy aligned with young customers' value narrative: using a full sense of 'relaxation' to create a 'self-pleasing' shopping experience.

**Stable Core, Young Brand: Becoming a Membership Store Brand That Better Understands Chinese New Year and Chinese People**

In the eyes of some industry insiders, M Membership Store was born with a silver spoon (leveraging Gaoxin Retail's diversified business layout, store resources, and customer base, thus standing on the shoulders of giants and winning at the starting line), but ultimately, it remains a young membership store brand in consumers' minds. This means that M Membership Store, based on Gaoxin Retail's high-quality supply chain, must form a differentiated business strategy that fits its own positioning to compete with top membership store brands like Costco and Sam's Club. By reviewing M Membership Store's series of operational measures around the 2025 Spring Festival, we believe M Membership Store is taking on the responsibility of being a local membership store brand with the goal of 'becoming a membership store brand that better understands Chinese New Year and Chinese people.' Its refined operational measures are threefold: first, quality screening to give consumers products they can buy with confidence; second, insisting on long-term low prices through direct sourcing to save members money and worry; third, precise insight to be a membership store that better understands Chinese consumer service experiences.

**In 'understanding' the needs of Chinese people, M Membership Store not only uses 'festive literature' as an emotional value point but also offers festive product series that give members a sense of value and happiness from shopping.** Data shows that the festive lion-shaped building blocks and children's Hanfu vests became bestsellers immediately upon launch, ranking TOP 1 in their categories. The 'Family Reunion New Year Feast Pot,' developed around East China's New Year customs and banquet habits, became a hot seller for New Year's Eve dinners in Jiangsu, Zhejiang, and Shanghai.

Image: M Membership Store festive product series

M Membership Store also introduced Haimen lamb, very popular in Jiangsu, with in-store fresh cutting and hanging hot lamb sales, adding a touch of festive烟火气 (lively atmosphere). Additionally, considering the high demand for pork and ribs during the traditional New Year period, M Membership Store increased the whole rib category, offering ultra-low prices and ensuring sufficient supply without interruption during the holiday, while promising consumers that pork and vegetables across the store will not increase prices during the Spring Festival, ensuring both quality and price confidence. For aquatic products, three days before the festival, M Membership Store will also offer live large abalone for sale, adding a dish to the New Year's Eve table. Moreover, M Membership Store launched next-day delivery for New Year gifts and nationwide gift delivery services, and announced no delivery fee increases during the Spring Festival, with online and offline operations uninterrupted.

'When buying appliances, of course, you compare and choose. Coming to M Membership Store can save a lot of money,' and 'M Membership Store's appropriately sized packages are just right for singles, no need to worry about waste,' some members shared their shopping experiences.

Image: M Membership Store 'Member Voices'

New Year shopping is the most important shopping occasion for Chinese people, with consumption needs being 'both face and substance, buying with confidence, eating with peace of mind, using with ease, and feeling comfortable.' This comfort level determines members' repurchase rate in the new year, which is why we see M Membership Store's efforts to welcome this important moment, because they better understand Chinese consumers. These genuine actions resonate with member needs during the Spring Festival, allowing consumers to feel M Membership Store's long-termism through the connection between material and emotion.

**Looking ahead, M Membership Store needs sustained effort to maintain its stable core.** When discussing 2025 operational priorities, a relevant person in charge at M Membership Store revealed to us: product differentiation is a key driver for members to visit the store. Since its first store in Yangzhou opened in 2023, it has achieved over 80% product renewal and iteration, and other stores will maintain a product update rate of over 60% annually in the future. 'To this end, we have established a strict tail-end elimination mechanism, where products that fail to meet sales targets are promptly cleared monthly to make room for better products. To continuously forge high-quality, safe, reassuring, price-competitive, and highly differentiated products, we will focus on three directions: private brand building, enhancing fresh produce quality differentiation, and developing East China regional specialty products.'

**Seizing consumers' expectations for product strength, brand strength, and service strength, M Membership Store is young but far-sighted.**

**【New Order · Symbiosis】**

**The 10th China FMCG Innovation Conference**

**Time: March 17-19, 2025**

**Location: Chengdu, China**


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