持续让顾客对品牌有感知、有心智、有口碑。 作者 | 鹤翔 出品 | 零售商业财经 ID：Retail-Finance 7月29日，大润发全新升级旗下自有品牌"润发工坊"及"好麦"（HomeSmile），并选取上海大润发泗泾店、怀德店作为轻改造试点门店，以新空间、新门 店、明厨亮灶、匠心手作等方式为目标客群打造更多健康快乐的消费场景、体验与服务。 升级自有品牌是大润发实现新财年"差异化商品战略"的重要一步，也是企业探索渐进式革新的方向之一。 对于线下零售商而言，商品力是与消费者沟通的最直接方式。为满足消费者对多元化商品的需求，大润发重点对门店中的加工课商品结构进行了迭代。 「零售商业财经」走访上海大润发泗泾店发现，面点类商品主打"手作每日鲜"，具体包括手作招牌黑猪肉大包、手作虾三鲜水饺、手作荠菜虾仁大馄饨等单 品。熟食类商品包括奥尔良风味烤鸡、日式牛肉海鲜寿喜锅、芝士牛肉卷；烘焙类商品包括手作水磨米吐司、手作水磨米麻薯、黄油大羊角、原味伯爵瑞士 卷、芝士覆盆子慕斯蛋糕等。 产品方面，新鲜健康、匠心手作是大润发本次升级自有商品的关键词。 其中，烘焙产品的变化最大，一是侧重于选用健康好料、精简配料表，以原味伯爵瑞士 ...

Core Viewpoint - The article discusses the emergence of the WuShang JiangTun membership store in Wuhan, which closely mimics the business model of Sam's Club, highlighting the potential for local brands to capture market share in the membership retail space despite existing competition [4][20]. Group 1: Business Model and Strategy - WuShang JiangTun membership store has adopted a membership model similar to Sam's Club, offering two tiers of membership at lower prices: 199 RMB/year for regular members and 580 RMB/year for diamond members, compared to Sam's 260 RMB and 680 RMB respectively [6][7]. - The store features a total area of approximately 20,200 square meters, comparable to Sam's Club, and aims to attract customers through a variety of exclusive member benefits [6][20]. - JiangTun is developing its own supply chain and has launched a private label "JiangTun Preferred," differentiating its product offerings from traditional supermarkets by over 80% [10][26]. Group 2: Product Offerings and Pricing - The product range at JiangTun includes fresh produce, beverages, baked goods, daily necessities, and imported goods, with some items closely resembling popular products from Sam's Club, such as the "Original Earl Grey Swiss Roll" priced at 59.8 RMB [12][10]. - The store also employs promotional strategies similar to Sam's, such as offering a chance to purchase a bottle of Moutai at 1,499 RMB under specific spending conditions [15][20]. Group 3: Market Context and Company Background - WuShang Group, the parent company of JiangTun, is a well-established retail giant in Hubei, with a history of operating various commercial entities and a focus on mid-to-high-end family consumers [21][22]. - The company has faced challenges in recent years, with a reported revenue decline of 6.6% in 2024, prompting a strategic shift towards membership-based retail to rejuvenate growth [23][25]. - The launch of JiangTun has positively impacted WuShang Group's stock price, which has increased by over 30% since early August [28]. Group 4: Competitive Landscape - Despite the presence of Sam's Club in Wuhan, JiangTun has garnered significant attention, indicating a potential growth opportunity in the membership retail sector [30][31]. - The article suggests that while Sam's Club has a strong global supply chain and product selection, local competitors like JiangTun may find success by catering to specific consumer needs and preferences [31][34].