Of course, exaggeration is not ruled out, but it is undeniable that people of all countries shuttle through these five places.
Visitors to Beijing must be familiar with the first four places, and Jenny Lu is more of a little secret in the circle of foreigners. Just as overseas Chinese children regard Chinatown as a place of homesickness, they can also find the flavor of their hometown here.
Jieni Road is mainly engaged in imported food, mainly selling goods from nearly 10 countries such as Italy, America, Canada and Australia. It is a typical supermarket imported from Europe and America. The commercial street where the supermarket is located has also spawned many authentic foreign gourmet restaurants, especially Sanlitun, Jieni Road.
According to one data, the proportion of foreign consumers in Jieni Road is as high as 90%, which is called "the place where foreigners gather together".
This is inseparable from its superior geographical location. It is understood that most of Lude's 10 chain stores are located around the Beijing Embassy District, which is a densely populated area of foreign-related high-end apartments and has become the primary choice target for foreigners to buy food. Although it has the first-Mover advantage of "first-come-first-month advantage", it cannot be the core secret for foreign friends to reach a very high repurchase rate and pass it on from mouth to mouth.
In the evaluation of public comments, the top two keywords are "rich styles" and "affordable", which are also found in the indiscriminate screening of Weibo's blog posts.
A netizen lamented: "Jenny Lou's seasoning area is complete, and many brands can't be bought anywhere else." Every time she goes, she will go shopping for a long time. "
The complete variety and high cost performance reflect that the core "combat weapon" of Jieni Road is a strong supply chain, which has built a high wall of competition barriers for it.
This can be felt from the bread cabinets and wine cabinets in Ni Jie Road Store, such as shiny red-brown German soda bread, baguettes of various flavors, American bagels ... Although the counter is not big, almost all classic European breads are sold. The wine here is called a paradise for wine lovers. There are many kinds of beer in Germany and Belgium, and the kinds of red wine are comparable to those in small wine cellars. It is said that foreigners are highly recognized. In addition, cheese and ham are also favored by consumers. Smoked cheese, cream cheese, water cheese, cheese and other cheeses are all filled up from fresh cutting to packaging and sales, and there are so many kinds of ham.
Consumers who returned from studying abroad joked, "I want to live in Jenny Road Supermarket."
Most imported food supermarkets in China exude a kind of "aristocratic atmosphere", and the store image products of Jieni Road have broken everyone's instinctive thinking of "import = high-end" and are completely grounded, mainly reflected in the price. Yellow special price labels can often be seen in the store, and "buy one get one free &; Not expensive "is the main reason why consumers achieve a high degree of" loyalty ".
A deep and stable supply chain is the biggest contributor. The more mature the supply chain, the stronger the bargaining power. Extending the supply chain of imported goods is not an easy task. Remote market research, negotiations with suppliers, international transportation costs, shelf life, import tariffs and other risk factors require a lot of money. With the continuous progress of science and technology and the rapid development of transportation industry, the difficulty of some problems will be reduced to a certain extent, but one thing remains the same: the wider the authentic products you want to cover, the higher the difficulty, which has become one of the pain points that most imported food supermarkets cannot reduce their prices by one level.
The reason why Jenny Road has such a great advantage in the supply chain is that its 26-year business history is an important "Petri dish".
As the earliest imported food supermarket in Beijing, the founders of Jieni Road, Lu Xudong and Wang Jianping, applied to work in the capital of the northern country from Luoyang, Henan Province on 1988, and began to serve foreigners by chance. With low gross profit conscience price and honest management, it has gradually won more and more foreign loyal customers. Foreign customers will take the initiative to tell the couple about foreigners' preferences and often make purchase suggestions for them. Jenny Road has also evolved from an initial food stall to a store.
With the brand becoming bigger and bigger, and the supplier resources becoming more and more abundant, Jenny Road has always maintained its core advantages in many imported supermarkets.
The passage of 26 years has witnessed the evolution of supermarkets in China from markets and counters to hypermarkets and shopping centers. Under the tide of the replacement of the old and the new, it still goes very slowly. Consumers sigh: "It's still a small shop at home, or that kind of familiar feeling."
This is the other side of Lu's "grounding gas". The image of the store is unpretentious, the shelves are well placed and there are no bright decorative props. Except for the shelves, the whole box of goods is directly stacked together, which becomes the pile beside the shelves. The whole supermarket looks a bit old-fashioned and the shopping space is relatively cramped.
However, the new consumption trend can always cause a sensation in Lu. In order to cater to the shopping trend that consumption habits tend to be convenient and fast, Lu has also opened online shopping and home business channels, mainly in the form of applets, US groups, hungry and so on. And will launch a certain amount of coupons.
Jenny Lu hasn't opened a new store for a long time, but she still can't resist the wind of "scene experience". After 90s, Qilu (son of Lu Xudong and Wang Jianping) set foot in the family business and opened a "supermarket+catering" experience store. There is a coffee shop selling ready-made drinks and western food in the supermarket, surrounded by dining seats. The environment is spacious and bright.
Jenny Lu began to explore water on the road of transformation. Although commodities are the core, consumption patterns will begin to occupy the "big brother" position of commodities with economic development and technological changes. But it is being carried out in an orderly manner and will not panic. This is a rising enterprise under special conditions, occupying a superior golden position. After 26 years of precipitation, it has won a group of gold customers, built a solid barrier for it and won a longer time on the road of transformation.