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Articles by 连杰、上官易易
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Now Is the Right Time to Enter the Hard Discount Brand Space!
Brands are products of their era. In the current hard discount era, characterized by overcapacity and fragmented media and channels, the traditional 'high premium, high advertising, deep distribution' strategy is no longer effective. Instead, small and medium manufacturers have a historic opportunity to build their own brands by focusing on high-quality, low-premium products that align with hard discount retail channels, which can simultaneously build brand awareness and drive sales.
连杰、上官易易Will Low Prices Bring Consumers Back to Supermarkets?
A common phenomenon: when a bulk snack store opens next to a supermarket, the supermarket's snack section sales drop by nearly half. Even after renovating the snack section to resemble the bulk store and lowering prices on key sensitive items below the snack store's, results remain poor, with foot traffic still incomparable. Why don't customers respond to low prices? The enemy is at a higher dimension.
连杰、上官易易Who Will Defeat Sam's Club? — Development Strategies for Local Hard Discount
Sam's Club and other similar retailers, despite being labeled as membership or warehouse stores, are essentially hard discounters. Their competitive advantage lies in private-label products with no advertising budgets and direct sourcing without distributors, resulting in high cost-performance. To defeat Sam's Club, Chinese retailers must offer a faster-iterating, more dynamically leading, and appropriately scaled product pool, leveraging China's unique conditions such as fragmented supply and demand, advanced internet, and socialized hard discount movement.
连杰、上官易易Hema Fires the First Shot! China's Physical Retail Discount Transformation Wave Begins
Recently, Hema Outlets has accelerated its store opening pace, and the author observed high foot traffic at its Shanghai stores, contrasting sharply with the quiet atmosphere of traditional supermarkets. Building on the initial success of the 'Mountain Moving Campaign' in mid-year, Hema announced a 'discounting' transformation in October. Meanwhile, traditional supermarkets are also launching discount pilots, such as Yonghui creating discount zones and Jining's Aikduo converting over 30 stores into discount outlets. Chinese retail players are increasingly recognizing the importance of 'low prices'.
连杰、上官易易