（来源：中国改革报） 转自：中国改革报 □ 本报记者 季晓莉 春节期间，记者在江苏省南通市如东县西部的河口镇发现，城市生活方式已全面下沉至当地乡镇及村一 级。 从20世纪80年代简单的供销社代销点、简陋的服装食品小摊、小瓦平房和沙石路，以及发展乡镇企业， 到40多年后品类丰富的商超、各种品牌连锁店、漂亮的幼儿园、高水平的卫生院和文体中心，拥有光伏 路灯、红绿灯系统和六车道的标准公路，以及田间越来越现代化的乡间别墅、乡镇上越来越走向产业链 高端的上市公司，记者家乡农村近半个世纪的深刻变迁，就是中国改革开放带来飞速发展的一个缩影。 电瓶车开个10分钟、小汽车开个5分钟，乡亲们就能到达河口镇街区。一眼望去，街上的底商招牌有一 半是"外来客"，既有瑞幸咖啡、蜜雪冰城、紫燕百味鸡、麦当劳、肯德基等全国连锁餐饮品牌，也有江 西剁椒鱼头、酸菜鱼、吉祥馄饨、沙县小吃、兰州拉面、桂林米粉、日本寿司、山东煎饼等外来特色饮 食。 少数家中洗澡不便的村民和从外地回来的年轻人可以去时髦的酒店温泉浴池泡澡。家族数十人的年夜 饭、新年走亲戚请吃饭不少全程都在镇上饭店解决，一个乡村私人饭店最忙的时候有三四十名由村里老 年人组成的帮工团队帮助 ...

Core Insights - The ultimate value of landmark products lies not in "soil," but in "connectivity" across industries, markets, and globally [47] - The rise of self-owned brands in retail channels is reshaping consumer purchasing decisions, with a focus on high quality and unique offerings [1][3] Group 1: Market Trends - By 2025, the sales of private labels in China's supermarkets are expected to exceed 380 billion yuan, growing by 17% year-on-year, accounting for 9.2% of the overall retail scale [1] - Landmark agricultural products are emerging as a new growth point, with consumption increasing at an average annual rate of 36% over the past five years, outpacing the overall growth of agricultural products [2] - The trend of retailers focusing on local flavors and landmark products is gaining momentum, as they seek to differentiate themselves in a saturated market [1][2] Group 2: Case Studies - The collaboration between Sam's Club and Yantai apples has led to the successful launch of a 100% apple dried fruit product, achieving monthly sales exceeding 200,000 units [7][9] - Boxed rice wine from Xiaogan has become a top-selling item on Hema's app, with annual sales exceeding 25 million bottles, showcasing the potential of traditional products in modern retail [12][13] - Yunnan black truffles have been successfully integrated into products like truffle-flavored crackers, demonstrating the ability to create high-demand items through local sourcing [15][18] Group 3: Strategic Insights - The success of landmark products is attributed to a combination of trend insights, collaborative efforts across industries, and a focus on consumer preferences [23][24] - The integration of health trends into product offerings, such as low-GI and functional foods, is unlocking significant market potential [25][27] - The development of a robust supply chain and effective marketing strategies is essential for transforming landmark resources into market advantages [28][35] Group 4: Challenges and Solutions - Despite the growth of landmark products, challenges such as weak intellectual property protection and fragmented market recognition persist [41][42] - The lack of cohesive branding and operational capabilities among local producers hinders the potential of landmark products [44] - A systematic approach involving third-party organizations is necessary to build a comprehensive support system for landmark product development [45][46]

Core Insights - Walmart China is revitalizing its brand by focusing on product offerings and store formats, drawing inspiration from its Sam's Club experience [1][9][10] Group 1: Brand Strategy - Walmart China has upgraded its private label "沃集鲜" (Wojixian), launching nearly 1,000 new products in the past year, covering key categories such as fresh food, groceries, and beverages [1][2] - The company has consolidated its private brands, integrating some products from "惠宜" (Huayi) into the Wojixian brand, while Huayi now focuses on home goods [2][4] - Wojixian products are prominently displayed in stores and online, with significant SKU representation in key categories like snacks and cooking oils [3][4] Group 2: Supply Chain and Partnerships - Walmart is adopting a collaborative approach with suppliers, allowing for various partnership models, including OEM arrangements, to ensure quality and competitive pricing [4][5] - The company has established strict criteria for suppliers, ensuring that only those meeting quality standards can partner with Wojixian [6] Group 3: Store Format Innovation - Walmart is exploring new store formats, including community stores in Shenzhen, which focus on convenience and a curated selection of around 2,000 products [7][8] - The community store model emphasizes a "10-minute walk" concept, catering to high-density urban areas [7] - Walmart is also renovating existing stores to enhance the shopping experience, utilizing data analytics to optimize product offerings and introduce new sections [8] Group 4: Competitive Landscape - Walmart's traditional hypermarket format has faced challenges, leading to store closures, while Sam's Club has seen growth, prompting Walmart to adopt strategies from Sam's [9][10] - The company is differentiating its product offerings from Sam's Club by adjusting pricing and promotional strategies while maintaining a focus on quality [11][12]

Core Viewpoint - Walmart China is not giving up on its brand and is focusing on product and store type innovations to revitalize its presence, including leveraging experiences from Sam's Club [2][3]. Group 1: Brand Strategy - Walmart China has upgraded its private label "沃集鲜" (Wojixian), launching nearly 1,000 new products in the past year, covering core categories like fresh food, beverages, and snacks [2][5]. - The brand restructuring has integrated some products from the "惠宜" (Huayi) brand into "沃集鲜," while "惠宜" now focuses on home goods [5]. - "沃集鲜" products are prominently displayed in stores and online, indicating a strategic emphasis on this private label [6][7]. Group 2: Store Format Innovation - Walmart has opened community stores in Shenzhen, with five locations established, focusing on a "10-minute walk" concept to cater to urban communities [11]. - The community stores offer around 2,000 selected products, including hundreds of "沃集鲜" items, aligning with the trend of near-field retail [11][12]. - Walmart is also exploring new store formats, including the opening of "龙泉店" and "正大店" in Kunming, which feature a more open layout and a focus on customer experience [12][13]. Group 3: Learning from Sam's Club - Walmart is adopting strategies from Sam's Club, which has been expanding while Walmart's traditional stores have been closing [15][16]. - The company is implementing similar product selection logic as Sam's Club but with differentiated execution, such as varying pricing strategies for similar products [16][17]. - Recent personnel changes indicate a closer alignment between Walmart and Sam's Club operations, with key positions remaining stable to ensure strategic continuity [18].

Core Insights - Walmart China is upgrading its private label brand "沃集鲜" (Wojixian) with nearly 1,000 new products launched in the past year, focusing on fresh food, beverages, and other core categories [2][3] - The company is facing challenges such as declining foot traffic and revenue, leading to a reduction in the number of Walmart Supercenters from 442 in 2019 to 334 by April 2025 [2][3] - Walmart is shifting its strategy by integrating successful elements from its Sam's Club model into its Walmart Supercenters [10][11] Brand Strategy - Wojixian was launched in 2019, initially focusing on fresh food, and has since integrated some of the packaging food from the 惠宜 (Huayi) brand into its offerings [3] - The brand is prioritized in marketing efforts, with significant promotion through Walmart's official channels, while other brands like Huayi and George have seen reduced visibility [5][6] - Wojixian emphasizes "simple ingredients, collaboration with leading brands, and stable quality-price ratio" as its core principles [5][6] Product Placement and Performance - Wojixian products are prominently displayed in stores and have dedicated sections on Walmart's app, indicating a strategic focus on enhancing visibility and sales [4][5] - In key categories like snacks and cooking oils, Wojixian holds a significant share of the product offerings, showcasing its leading position in core food categories [4] Store Format Innovation - Walmart is exploring new store formats, including community stores in Shenzhen, which focus on convenience and a curated selection of around 2,000 products [8][9] - The community store model aims to cater to urban lifestyles with a "10-minute walk" concept, reflecting a shift towards proximity retailing [8][9] Learning from Sam's Club - Walmart is adopting successful strategies from Sam's Club, which has seen growth while Walmart Supercenters have closed several locations [10][11] - The company is implementing differentiated pricing and promotional strategies based on Sam's Club's product selection logic, while maintaining its unique market positioning [11][12]

Core Insights - The 113th National Sugar and Wine Commodity Fair opened in Nanjing, highlighting the integration of technology and health, with a new "Healthy Food and Technology Service Zone" attracting significant attention [1][3] - Dingdong Maicai showcased its low GI food section and clean ingredient series, emphasizing its commitment to health-focused products and quality consumption trends [1][3] Company Developments - Dingdong Maicai's low GI food section, launched in May 2025, has expanded to 70 products by September, significantly increasing the variety of low GI staple foods available [3][5] - The company presented several self-branded products under the "clean ingredients" label, adhering to a philosophy of minimal additives to enhance natural food properties [3][5] Market Trends - The low GI food market is transitioning from a slow cultivation phase to a full-scale expansion, driven by rising consumer awareness of health-related topics such as weight management and nutrition [3][5] - Sales of health-labeled products at Dingdong Maicai surged, with clean ingredient products exceeding 500 million yuan in sales in the first half of the year, and low GI product sales increasing from under 1 million yuan in 2023 to nearly 60 million yuan in the same period [5] Industry Challenges - The health food market faces challenges including an incomplete standard system, severe product homogeneity, and insufficient R&D capabilities [5] - Dingdong Maicai plans to address these industry pain points through demand-driven R&D, experience upgrades, comprehensive coverage, and holistic health food services [5]

Core Insights - Yonghui Supermarket has opened its first self-adjusted store in the Mentougou District, following previous adjustments in other districts of Beijing, enhancing its market presence [1][2] - The store features a unified shelf height of 1.6 meters, removed mandatory traffic flow, and widened aisles, creating a more customer-friendly shopping environment [1] - The product structure has been adjusted to meet public demand, retaining reliable brands and increasing the proportion of freshly made products to approximately 80% of the "Pang Dong Lai" product structure [1] Product Offerings - The store has introduced popular items such as "Pang Dong Lai" spicy beef strips, small sweet sausages, Northeast-style fried meat, and Korean fried chicken in the prepared food section [1] - Baked goods focus on health and taste, featuring products like "Harvest Joy" European bread, finger tiramisu, peach mousse cake, and chocolate temptation cake [1] - A dedicated brand area for "Pang Dong Lai" includes items like DL craft beer, yogurt oat crisps, grape juice, and laundry pods, along with exclusive displays for Yonghui's selected products [1] Service Enhancements - The store has added a pet storage area to address challenges for pet owners, along with a convenience service area equipped with blood pressure and height measurement devices, and free charging stations [2] - Premium seafood in the fish section now offers oxygen cleaning services, while the meat section provides free shredding and grinding services [2] - Fresh-cut fruit management follows a strict "468" freshness policy, with discounts applied based on time since cutting, and perishable items are cleared daily [2] Expansion Plans - Following the opening of the new store, Yonghui has reached a total of 78 adjusted stores nationwide, with plans to exceed 124 by the end of June and aim for 300 by the Lunar New Year in 2026 [2] - Additional adjusted stores are set to open in Tongzhou and Fengtai districts by the end of May, bringing the total number of adjusted stores in Beijing to 8 [2]