Core Insights - Dazhonghua has launched a "Private Brand Festival" across nearly 500 stores and online platforms, focusing on two core brands: "Chao Sheng" and "Runfa Selection," aimed at addressing the current trend of consumer segmentation with a strategy of "low price without low quality, high price without high coldness" [1][3] Group 1: Brand Strategy - The "Chao Sheng" series emphasizes extreme cost performance by directly connecting with factories and reducing intermediaries, offering high-repurchase rate products like 11.8 yuan/bag shredded pork jerky and 4.9 yuan/package of fresh-keeping film, directly competing with e-commerce prices [1][3] - The "Runfa Selection" series focuses on quality upgrades, introducing over 20 regional products such as organic milk from Inner Mongolia and rice from Panjin, aiming to meet consumer demands for "quality-price ratio" across health, flavor, and certification dimensions [3] Group 2: Future Plans - Dazhonghua plans to continue its 1+1 dual brand strategy, with "Chao Sheng" focusing on price competitiveness and maintaining product quality at or above national standards, while "Runfa Selection" targets consumers' needs for high quality at market prices, emphasizing health trends, local flavors, and authoritative certifications [3] - By September 2025, the two brands aim to launch nearly 500 SKUs covering over 50 categories, including snacks, beverages, grains, condiments, and household cleaning products [3] Group 3: Strategic Adjustments - Since acquiring Gaoxin Retail from Alibaba Group in February 2025, the company has been undergoing strategic adjustments, with plans to transform hypermarkets into community lifestyle centers [4]
大润发公布“超省+润发甄选”双品牌矩阵战略 瞄准分层消费