How the "METRO Speed" is made by opening 22 member stores a year

Affected by the new crown pneumonia epidemic, since the beginning of this year, there has not been much

However, this quiet is only superficial, and from the perspective of the actions of various member store brands, continuing to open stores is still a major development strategy

At the beginning of 2022, METRO opened the Haidian Four Seasons Green Store

Membership is growing rapidly

Compared to the paid clubs that only started in November last year, METRO's paid PLUS membership program started earlier

According to the data, METRO began to launch a paid membership plan in 13 stores in May 2020, that is, PLUS members, with a membership fee of 199 yuan / year

Today, METRO has cultivated a paid membership system for two years and has gained 3 million members

On November 24, 2021, METRO announced the upgrading of its brand strategy and the comprehensive layout of its member stores, from the previous main service to B-end customers to the operating model

Although the domestic epidemic situation has been sporadic this year, and the speed of many enterprises to open stores has been affected to a certain extent, METRO has run out of the acceleration

"Run fast and run well"

Although the entry is late, the development is fast

"To run fast is to run well

Chen Zhiyu told reporters that on the one hand, METRO uses a larger terminal operation base to share costs

On the other hand, METRO's B-end procurement scale advantage makes it have a lot of

At present, metro's paid membership has reached 3 million

Like many member stores, direct sourcing is also an important part of it, allowing METRO to eliminate intermediate circulation costs

It is worth noting that in the focus of the paid club competition - its own products, METRO has also made great efforts

The "Mai Zhenxuan" has changed the "serious face" of METRO's previous service business members, and captured the hearts of many young consumers - co-created with big brands, high-end quality plus high-value product design, both inside and outside, with the attributes of "net red" and "social currency", so that many young consumers are willing to pay

It is understood that at present, METRO's own brand covers almost all categories except for home appliances, cosmetics and other very few categories, eating, drinking and wearing are involved, and in the continuous research and development and update, the proportion of private brand goods will continue to increase
.

"Own goods have always been an important means for warehouse-based member stores to reduce costs, and METRO's higher proportion of own goods can make it intervene from the production of goods, while ensuring higher quality, removing the premium cost of third-party brands and benefiting consumers
more.
" Chen Zhiyu said
.

At present, the proportion of ITS own brands, exclusive goods and imported goods in METRO clubs has reached more than
40%.

Efficiency and cost are the keys to breaking through

Metro's speed of opening stores is beyond doubt, and this year in Beijing alone, METRO will open two stores
.
Opening 22 stores nationwide in just one year has proved METRO's ambition and speed
in the layout of its member stores.

Not only does METRO continue to expand its stores, but the players of the member store track also continue to move: Sam's Club will open another store on the south side of the West Red Gate Gathering Center in Beijing this year, which is also the fourth Sam's store
in Beijing.
Sam's Club has revealed that it expects to expand to 40-45 stores in China by the end of 2022
.
Although its official website only has Shanghai Minhang store and Jiangsu Suzhou store, but the news of its land acquisition continues to come, involving Nanjing, Hangzhou, Ningbo and other cities, the confidence of opening a store can not be underestimated
.
Hema X Club landed its seventh club in Nanjing at the beginning of this year, and other stores are also in
intensive preparations.

For the fierce competition in the current club track, metro, a new player who only joined the battle last year, is not afraid
.
"Regardless of the commercial track, in the early stage of market development, its development dividend belongs to the pioneers and innovators
of business models.
" Chen Zhiyu said, "In the long run, in the same business model track, who can have higher operational efficiency and cost control capabilities, who can run farther
on the track.
" (Photo courtesy of the company, text/China Business Daily))