---
title: "Visiting Tao Xiaopang's First Chongqing Store: Full of Life, Still Queuing Two Weeks After Opening"
description: "Most companies' new stores lose their novelty after a weekend, but Tao Xiaopang's first Chongqing store, which opened on August 28, still requires queuing during peak hours half a month later. On the afternoon of September 13, Lianshang.com visited the store located on the basement floor of Dadukou Wanda Plaza in Chongqing. Due to high popularity, the store began limiting foot traffic around 15:00, with queues stretching from the atrium of Gate 5 to the first-floor entrance of the supermarket, estimated to be over 100 meters long."
author: "联商网编辑部"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2025-09-24"
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original_source: "https://mp.weixin.qq.com/s/OaTPlGx8T_kQr1Wt0eOMlw"
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---

# Visiting Tao Xiaopang's First Chongqing Store: Full of Life, Still Queuing Two Weeks After Opening

> Most companies' new stores lose their novelty after a weekend, but Tao Xiaopang's first Chongqing store, which opened on August 28, still requires queuing during peak hours half a month later. On the afternoon of September 13, Lianshang.com visited the store located on the basement floor of Dadukou Wanda Plaza in Chongqing. Due to high popularity, the store began limiting foot traffic around 15:00, with queues stretching from the atrium of Gate 5 to the first-floor entrance of the supermarket, estimated to be over 100 meters long.

### **Source** | New Retail **ID** | ixinlingshou Author | Lianshang.com Editorial Department
**Most companies' new stores lose their novelty after a weekend, but Tao Xiaopang's first Chongqing store, which opened on August 28, still requires queuing during peak hours half a month later.**
On the afternoon of September 13, Lianshang.com visited Tao Xiaopang's first Chongqing store, located on the basement floor of Dadukou Wanda Plaza. Due to high popularity, the store began limiting foot traffic around 15:00, with queues stretching from the atrium of Gate 5 to the first-floor entrance of the supermarket, estimated to be over 100 meters long.
It is rare in the industry to maintain such high popularity for so long after opening!
**Full of Life, Outstanding Product Strength**
**This is Tao Xiaopang's first store in Chongqing and its first stop outside Henan.**
The store has a total operating area of approximately 6,000 square meters, with a self-operated dining area of about 500 square meters. Basic fresh food and processed categories each occupy a quarter of the area, with the rest being standard products.
The overall store layout is neat, and the main customer flow lines are clear.
It is understood that on the opening day, sales reached 2.37 million yuan, including 1.87 million yuan from checkout counters and 500,000 yuan from online Douyin group purchases redeemed in-store. Foot traffic was approximately 32,000 people, with an average transaction value of about 130 yuan. Since opening, foot traffic has remained strong, with evening discount periods attracting large crowds even on weekdays. "Tao Xiaopang queuing" has become a hot local topic.
Compared to other local hypermarkets, Tao Xiaopang's first store has several distinctive features:
**1. Bakery, Deli, and Processed Foods Full of Life**
Upon entering the store, the bakery area immediately draws a huge crowd. Under spot lighting, the color and texture of products are highlighted; piles of croissants, durian thousand-layer cakes, pineapple buns, and hand-torn bread are eye-catching. Popular items like red bean pork floss toast, walnut brioche, durian daifuku, and molten chocolate attract many young people and families. Pricing strategically undercuts a well-known brand supermarket, such as croissants at 14.8 yuan per box versus 14.9 yuan.
Further inside, a variety of deli items, fried foods, barbecue, braised dishes, and dim sum are prepared in open kitchens. The product range is rich, with strong visual impact, efficient display equipment, and interactive service. The air is filled with the aroma of frying, stewing, and boiling, stimulating appetite.
Various service notices, quality promises, and price displays are concise and efficient, enhancing consumer trust.
Some stalls offer on-site checkout, and customers can eat while walking.
The entire area is rich in categories with appealing colors, making it highly tempting to buy. The large scale also makes it a magnet for foot traffic, full of life.
In basic fresh food areas such as fruits, vegetables, meat, and aquatic products, the fundamentals of product handling, packaging, display, and quality are solid.
Key single products in each category have competitive prices, such as prawns at 19.9 yuan per 500g, which sell out quickly; Vietnamese golden pillow durian is promoted outside at 19.8 yuan per 500g (also at 18.8 or 17.5 yuan), with long queues.
Lianshang.com interviewed several customers on-site, who all said prices were competitive, quality was good, and overall value for money was high, but "there are too many people."
2. **Solid Product Strength, Outstanding Private Brand Performance**
At Tao Xiaopang, customers can feel a generational upgrade in product strength from a new brand, increasing the store's browsability and buyability, including products adapting to current lifestyles, trend alignment, stylization, fashionable packaging, highlighting core items, and private brands.
In the toy area, Tao Xiaopang displays a full row of Kayou products, adapting well to current consumption trends. In the small appliance section, several stylized brand products are also present.
Even regular items maintain sales appeal. For example, bulk items include many well-known brands at competitive prices.
Private brands are particularly eye-catching.
It is understood that Tao Xiaopang's private brand deeply imitates Pangdonglai's DL brand system, with 85% overlap in core products. All series use a consistent Pang-style minimalist design, with white backgrounds and solid colors (red/black/blue) highlighting product texture. In core markets, Tao Xiaopang has formed a "334" golden ratio (30% fresh food + 30% private brand + 40% standard products), with private brand sales accounting for 30% of total sales.
Strategically, Tao Xiaopang adheres to the principle of "removing intermediaries, giving more benefits," with obvious extreme cost-performance. Categories include dried goods, grains, soybean oil, beverages, liquor, milk, snacks, and personal care. It also insists on a hit product strategy, replicating Pangdonglai's success with items like craft beer and taro mooncakes, while developing differentiated products like healthy Chinese new-style teas.
Lianshang.com observed multiple private brand products priced ending in 9, such as 9.9 yuan organic ringing rolls, organic yuba, body wash, shampoo, laundry detergent, 1kg self-operated juice, 7.9 yuan per pack of 70-count facial tissues, and 4.9 yuan per set of laundry soap.
In some product specifications, Tao Xiaopang even reduces sizes to highlight extreme cost-performance.
The 7.9 yuan per liter organic pure milk, similar to Aldi's ultra-value series, can compete with similar items in many discount stores and performs prominently in display and sales.
Various 100% pure juice and mixed juice drinks, same as Pangdonglai's, are displayed on a large scale. Based on restocking frequency, they seem well-trusted and sell in large volumes.
In groceries, we noticed that "Fresh Life" and "Tao Xiaopang Private Brand," both supplied by Ruikang Daily Products, are displayed side by side.
3. **Obvious Pangdonglai Imprint**
Tao Xiaopang's founder, Guo Juntao, was formerly a regional manager of Pangdonglai's supermarket division, general manager of its procurement department, and held executive positions at Xuchang Pangdonglai Commercial Group and as legal representative of its famous liquor store. Thus, the company has a distinct "Pang-style" imprint in philosophy and operations.
In the store, various slogans on walls express beautiful business ideas like love, altruism, quality, and happiness. For customers, it's a value expression; for employees, cultural cultivation.
When companies practice what they preach, we are happy to see more good companies implement beautiful business concepts, creating value for urban beauty and consumer safety.
The store also offers heartwarming service facilities and details, such as wet hand devices for plastic bags, disposable plastic gloves for tasting in the deli area, free tea, simple pet cages, free wet wipes for shopping carts, fair scales, and self-service ice.
In terms of employee treatment, Tao Xiaopang also practices the "be good to employees" philosophy. Recruitment standards are generally higher than local retail, approaching those of first-tier cities.
According to media reports, Tao Xiaopang provides Mercedes-Benz cars to department heads and above, covering down payments and monthly installments, with the cheapest model starting at 170,000 yuan. Entry-level employees earn 45 yuan per hour, more than double the industry average, and all employees have social insurance. Unsuccessful candidates receive 150 yuan as compensation. These measures have reduced employee turnover by 50% compared to the industry.
In the back area, we saw employees dining and resting in a relaxed state.
4. **Obvious Scenario and Zone-Based Design**
In addition to the in-store dining area and various product zones, Tao Xiaopang has set up a separate area for famous cigarettes and liquor, concentrating private brands, bestsellers, and bulk purchases.
It is understood that Tao Xiaopang will open its self-operated dining area in the future, bringing Henan hotpot "Tao Xiaopang Little Hotpot" to Chongqing, though it is not yet open.
Online operations are still in early stages, with only Douyin local group buying available for in-store redemption, and no delivery platforms or home delivery services yet.
Overall, as a rapidly emerging regional retail brand, Tao Xiaopang combines Pangdonglai's genes with local innovation, using immersive dining scenarios, differentiated product systems, high-level employee incentives, and deepening supply chain efficiency to precisely target young customers and reconstruct the hypermarket retail experience. The continuous queues at its first Chongqing store reflect consumer recognition of its business value and provide a new benchmark for local retailers.
**Cross-Regional Development**
Founded in December 2021, Tao Xiaopang currently operates multiple offline stores in Zhengzhou, Shangqiu, Anyang, Xingyang, and other places. The wall in front of the checkout counters at the Chongqing store clearly lists its development history.
Tao Xiaopang has opened 8 stores, mostly hypermarkets, with the smallest community store at about 3,000 square meters. From 2022 to 2025, it opened 3, 1, 2, and 4 stores respectively, showing steady growth for a new brand.
Information shows that the Anyang Wanda Plaza store will officially open on September 19; the 15,000-square-meter Zhengzhou Baolong Plaza store will open in October, becoming its largest store.
Previously, media reported that founder Guo Juntao's entrepreneurial logic is simple: "Open a store, and it must succeed." Entering Chongqing marks the starting point for Tao Xiaopang's national expansion. In the future, besides deepening its presence in Henan and adding stores within the province, Tao Xiaopang will continue to expand in the Chongqing market.
It is understood that its Chongqing Yongchuan store, located at Junhao Central Street, 918 Mid Yuxi Avenue, Yongchuan District, has started recruitment and off-site investment promotion. The site was formerly a Walmart hypermarket.
Qichacha data shows that Chongqing Tao Xiaopang Commercial Management Co., Ltd. was established on April 17, 2025, with legal representative Gong Xuanbing, who holds 53% of Chongqing Tao Xiaopang through his 100%-owned Changsha Shanchen Trading Co., Ltd. Henan Tao Xiaopang Commercial Management Co., Ltd., with Guo Juntao as major shareholder (76.71%), holds 30%, and the remaining 17% is held by Chongqing Yuelin Yijia Trading Co., Ltd. (legal representative Chen Keke, 100% ownership).
From the equity structure, it is clear that Tao Xiaopang has received investment from some corporate capital as it expands beyond Henan, using joint ventures to start its outward expansion.
It is foreseeable that with the success of its first store, Tao Xiaopang will quickly build brand momentum in the Chongqing market.
**Survive First, Then Innovate**
**Tao Xiaopang is now an "apprentice," focusing on survival first. This is founder Guo Juntao's expression of the current situation.**
For Tao Xiaopang, the label "founded by former Pangdonglai executives" will always be a tag, and future development must carve out its own path.
**First, the cultural system.** While transplanting and replicating Pangdonglai's measures, it is crucial to explore and deepen its own approach. In terms of differentiation, the Chongqing store adds the expression of "firefly spirit," with slogans like "With a bit of heat, emit a bit of light" and "Willing to be a small firefly, perhaps not able to warm the world like the sun, but can bring some warmth and light to those around." This may reflect Tao Xiaopang's rational thinking on cultural differentiation.
For the Chongqing first store, there is still room for improvement in the experience. Due to overwhelming popularity and the newness of the store, there is continuous room for improvement in shopping experience, employee behavior, and product strength, such as optimizing ventilation, strengthening fresh food grade control, optimizing product structure, and improving employee customer service details.
According to Dianping reviews, there are currently 144 reviews with a high score of 4.8. Key tags and review counts include: many people queuing (45), price discounts (21), rich products (17), good service attitude (13), evening discounts on deli (10), poor shopping experience (9), surrounding traffic congestion (7), very fresh ingredients (7), free seafood processing (6), convenient parking (6), generous samples (4), wide sample range (3). Overall, performance is excellent.
### **Second, the supply chain.** In management, the Tao Xiaopang team, steeped in Pangdonglai's philosophy, should have a more systematic perception and execution of beautiful concepts like "love" and "happiness," which will improve over time. However, cross-province expansion requires supply chain growth and accumulation, which is a slow, iterative process.
### Currently, Tao Xiaopang relies on founder Guo Juntao's accumulated supply chain resources, cooperating with multiple suppliers. In cross-province stores, it adopts a "direct fresh sourcing + processing" model, combining standardization and differentiation, with resource integration and scale effects continuously advancing. In this process, how to move from being a high-imitation of Pangdonglai to a distinct self-identity value, product strength is the ultimate fulcrum.
### At present, compared to local Chongqing retail, Tao Xiaopang has shown clear relative advantages: stronger fresh and cooked food processing capabilities, stronger private brand capabilities, and more cost-effective operations. In the future, it may have stronger team culture attributes. As a new brand, Tao Xiaopang is lighter, vibrant, and thriving. Its operational performance will serve as a model to further promote the progress of local retail.
We also wish Tao Xiaopang increasing success, as a beautiful force in new business, serving more consumers steadily and making cities better!


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## Citation metadata

- Publisher: New Distribution
- Author: 联商网编辑部
- Published: 2025-09-24
- Canonical: https://xinjignxiao.com/en/articles/visiting-tao-xiaopang-s-first-chongqing-store-full-of-life-still-queuing-43ec34f9/
- Original source: https://mp.weixin.qq.com/s/OaTPlGx8T_kQr1Wt0eOMlw

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