Core Viewpoint - The article discusses the unique business model of Le'er Le, a supermarket chain founded by Chen Zhengguo, which focuses on providing extremely low prices while maintaining profitability through cost control and high sales volume [5][8][9]. Group 1: Company Overview - Chen Zhengguo, born in 1976 in Hunan, started Le'er Le in 2011, inspired by the spirit of "serving the public" from the historical text "Yueyang Tower" [13][17]. - Le'er Le has expanded to over 9,000 stores nationwide, achieving annual sales of 50 billion yuan [9][24]. Group 2: Business Model - Le'er Le's pricing strategy is significantly lower than competitors, with products priced 15%-20% lower than typical supermarkets, yet it maintains a gross margin of 17% [26][27]. - The company operates with a high sales volume model, leveraging cost-cutting measures to ensure profitability despite low prices [28][30]. Group 3: Cost Control Strategies - Chen Zhengguo employs various strategies to minimize costs, including selecting less expensive locations, using minimal store decor, and maximizing store space for inventory [32][35][39]. - The average sales per square meter for Le'er Le's best-performing stores exceed 100,000 yuan annually, compared to the industry average of 20,000-30,000 yuan [40]. Group 4: Supply Chain Management - Le'er Le bypasses lower-tier distributors by negotiating directly with higher-tier suppliers, reducing costs and ensuring a stable supply of products [46][50]. - The company has built strong relationships with suppliers, allowing for quick cash transactions and reliable inventory [50]. Group 5: Market Positioning - Le'er Le positions itself as a value-driven supermarket, focusing on affordability and accessibility for consumers, particularly students [19][23]. - The brand's reputation for low prices has led to rapid word-of-mouth growth, establishing a loyal customer base [20][24].