【地评线】贺兰山网评：零售业如何以真诚赢得消费信心

Core Insights - The opening of the first "Fat Modified Store" in Yinchuan marks a significant shift in the retail landscape of Ningxia, inspired by the successful operational model of "Fat Donglai" [1][5] - This new retail format emphasizes building trust with consumers and adapting to changing market dynamics, particularly in a period of slowing consumption growth [1][5] Group 1: Store Features and Consumer Experience - The Yinchuan "Fat Modified Store" introduces unique features such as a fresh flower section priced at 9.9 yuan and 19.9 yuan, enhancing the shopping experience [3] - The store offers over 40 free services, including a "no worries return policy," pet storage, and live fish processing, reflecting a deep understanding of consumer needs [3][4] - The store's approach contrasts sharply with traditional hypermarkets, focusing on sincerity and quality rather than excessive marketing [3][4] Group 2: Employee Welfare and Service Quality - The employee welfare system has been significantly upgraded, with benefits including free meals, improved working conditions, and salary increases of 30%-50% [4] - By treating employees as valuable assets, the store enhances service quality, leading to better customer experiences [4][6] - The distribution of 50% of shares to frontline employees and 40% to management fosters a sense of ownership and motivation among staff [4] Group 3: Product Strategy and Market Positioning - The "Fat Donglai" model focuses on reshaping product quality, with popular items like cooking oil and NFC juice quickly selling out [4][5] - The model emphasizes high-quality, cost-effective products and a customer-centric service approach, which has resonated well with consumers [4][5] - The success of the "Fat Donglai" model reflects a broader market trend where consumers prioritize quality and experience over low prices [5][6] Group 4: Business Model and Expansion Strategy - The Yinchuan store is not merely a replication of the "Fat Donglai" model but incorporates local consumer characteristics through a comprehensive approach to product optimization and service enhancement [5][6] - The gradual expansion strategy mirrors the "honeycomb layout" of "Fat Donglai," focusing on regional density to ensure supply chain efficiency and brand recognition [5][6] - The future of retail is seen as a shift from rapid expansion to creating deeper value, as evidenced by "Fat Donglai" achieving nearly 20 billion yuan in sales with only 13 stores [6]