品质，沃集鲜的答案

Core Insights - Walmart has announced a significant upgrade to its private label brand "沃集鲜" (Wojixian), introducing nearly a thousand new and upgraded products under the new brand philosophy "Simple for Fresh, Wojixian" [1] - The upgrade aims to enhance product competitiveness through three core principles: simple ingredients, collaboration with leading brands, and maintaining stable price-value ratios, reflecting a shift in the retail industry from scale-oriented to value-oriented strategies [1][2] Strategic Transformation - The core of the Wojixian upgrade lies in a complete strategic shift, moving away from merely competing on price and financial metrics to focusing on customer needs and high-quality offerings [2] - Walmart has identified urban middle-class families and single-person households as its primary target customers, establishing three strategic directions: providing high-quality fresh food and groceries, selected non-food items, and ensuring stable everyday low prices with convenient omnichannel services [2][3] Brand Philosophy - The brand philosophy "Simple for Fresh" emphasizes simple ingredients and fresh sourcing, directly addressing core customer demands [4] - The Wojixian brand is no longer evaluated based on sales figures or market share but focuses on creating value that meets evolving customer needs through continuous innovation [3] Quality Control and Supply Chain - A robust quality control system and efficient supply chain are essential pillars supporting the strategic direction of Wojixian, with a focus on building customer trust through high standards of food safety and quality management [8] - Walmart implements a comprehensive quality control management system that includes multiple layers of supplier and product oversight, ensuring traceability and sustainability in its processes [8][9] Customer Feedback Mechanism - Wojixian has established a full-process feedback mechanism that captures customer insights from product development to post-launch monitoring, ensuring that products align with customer preferences [10] - Continuous improvement based on customer feedback is crucial, as demonstrated by the adaptation of packaging and pricing strategies in response to consumer input [10] Industry Implications - The upgrade of Wojixian serves as a practical example of Walmart's transformation strategy and reflects a broader trend in the retail industry towards returning to core values and customer-centric approaches [14] - The development path of Wojixian provides a reference model for the long-term growth of private labels in the retail sector, emphasizing the importance of understanding customer perspectives and maintaining a commitment to quality [14]