Image Reconstruction Of WAL-MART'S Huge Gambling In China

In June of this year, WAL-MART announced that over the next three years, it has invested more than 300 million yuan in food safety. Recently, WAL-MART has also made a high profile in Shenzhen and other places to test fresh water products for 14 days without conditional refund.

Can WAL-MART's investment restore consumer confidence and reshape the positive image at the market level?

Is the 14 day overdone?

WAL-MART announced in Shenzhen, Dongguan, Huizhou, Xiamen four cities to start the fresh "save the heart fresh" project first, promised "14 days of fresh food 100% unconditional refund".

If the customer is not satisfied with the purchased fresh food, he can refund it by small ticket or WAL-MART scale label within 14 days after purchase.

For all the goods returned, WAL-MART will be destroyed in time to stop the sale again.

Fresh management is a hot spot in supermarket operation at present. It is also an important means of collecting passengers in supermarkets. It is not only a new profit growth point of the supermarket (the average gross profit rate is more than 20%), but also an important way to shape the individuation of stores and implement differential competition.

However, meat, vegetables, fruits, seafood and other fresh commodities have always been the key to test the soft power of retail stores because of the stricter requirements for production, processing, storage, pportation and preservation technologies.

WAL-MART said the 14 day unconditional return was to boost confidence in fresh products.

However, in the fruit and chilled meat industry, from the actual sales and operation considerations, there are not many vegetables and meats returned, and 14 days are not necessary. "It can be done on the spot or every other day."

Beijing fruit chain supermarket fruit to the United States to the Beijing Business Daily reporter said, such problems in the supermarket industry basically does not exist, in addition, because we must strictly control the rate of increase, the price cheating phenomenon will not happen.

"Consumers need to buy fruit to replace the phenomenon is relatively small. If you find that one or two of the fruits purchased are not good or bad, store employees can directly change."

"The fruit industry does not have many returns, mainly in some special flavors, such as strawberry sweetness and sweetness, too dry grapefruit peeling, and not enough maturity after the durian peeling," said Li Lili, head of the Tanner fruit supermarket chain.

In addition, Leng Lili introduced that supermarket packaged and sold boxed fruits are also prone to return.

Feng Haoyi, general manager of Beijing ershang Dahongmen Meat Food Co., Ltd., said that Dahongmen has 48 stores in Beijing's major supermarkets, and consumers have little return on meat products. "Meat has certain requirements for temperature, refrigerated or frozen products. If consumers do not store them well and produce spoiled products, they will have to pay for them." Feng Haoyi believes that unconditional return of meat products can not be realized.

Executability doubt

Hu Chuncai, general manager of Shanghai Shangyi consulting, believes that if we can really achieve 14 days' unconditional return, the intensity is still great, but it is difficult to verify and identify, and even some customers who love to take advantage of it buy other fruits.

"Improving customer satisfaction and getting good market feedback will definitely stimulate product consumption, but we must have a balance between the cost of service and the increase of revenue.

At the same time, we must also consider enforceability. If the goal is too high, the consumer expectation will be too high.

There is no uniform standard for fresh replacement service in the retail industry. In view of the fact that consumers who buy fresh food online are less likely to return goods, most supermarkets or fresh specialty stores do not have specific measures to deal with them.

Contrary to the line, replacement service is a life gate for online fresh products.

Shun Feng preferred, tuotuotuo, original life and other fresh electricity providers have strict regulations on return.

For example, Shun Feng preferred regulations, suggested that users open the box inspection, more than 1/3 problems can be returned, not quality problems, such as product and online are not the same, do not do exchange.

In the 14 days of the WAL-MART pilot's retirement, the fruit business has been in the orchard for a long time, and fruit insurance is also on the line in Beijing.

According to the Beijing Business Daily reporter, the first batch of fruit orchards every day is free to VIP users of Beijing orchards every day.

Within 3 months after receiving the insurance, eligible consumers will encounter problems such as shoddy, unreliable origin information, short weight, and price fraud when buying fruit online. When the micro-blog is released and the daily orchard is released, the equivalent premium will be returned to the consumers' daily orchard official website account within 3 working days in the form of cash value, with the total amount insured up to 1000 yuan.

However, "fruit insurance" is regarded as a gimmick marketing by the industry. The so-called "fruit insurance" is just a gimmick for the gold coupons.

Because fruit insurance compensation identification, proof and other acts can not be verified, for the fruits of various problems can not be defined.

Up to now, micro-blog has not yet appeared in a case of "fruit insurance" compensation.

According to the insider, the fruit, vegetable and meat in the large supermarket are provided by the supplier directly. The supermarket is responsible for the audit of the suppliers and the inspection of the products.

However, there are limitations in this kind of testing. There are tens of thousands of products in the store, and each product can be tested with many elements.

It's not bad. Retailers with small profits are also hard to afford.

Retailers and manufacturers will be hard pressed to control food safety and food label management if manufacturers and suppliers are "stupid".

In the eyes of these people, a 14 day unconditional return to consumers can actually force suppliers to increase supply standards and delivery standards, because most of the problematic fruits are in the delivery stage.

At the same time, it can also promote fresh sales staff in the store to improve service standards and reduce wastage.

The 2011 green pork fraud and the 2013 fox meat fake donkey meat event brought WAL-MART to the peak of the national food credit crisis.

After the "green pork" incident, WAL-MART set up a compliance department in China, specializing in food safety.

Gao Fulan, the chief executive of WAL-MART's China business, promised to invest more in supplier management, Greg Foran.

The successive food safety problems caused WAL-MART to increase investment in food safety.

In June this year, WAL-MART announced that 2013, 2014 and 2015 significantly increased food safety investment. It is estimated that over three yuan will be invested over 300 million yuan in order to further protect the safety of products sold in shopping malls, and supplier audit is an important part.

Shane Bourk, vice president of fresh food procurement in China's hypermarket, said: "WAL-MART pays great attention to the quality of fresh food. In order to minimize the intermediate links in the supply chain, we choose to cooperate directly with pork producers.

Since last year, WAL-MART has gradually adjusted the purchasing department of the hypermarket, and gradually expanded the scope of centralized procurement. The decentralized meat procurement business in various regions has been gradually incorporated into the unified management of headquarters, which has a higher demand for the comprehensive capacity of pork suppliers in terms of production scale, quality control and professional services.

Another important reason for the move is to enhance the management of meat suppliers more effectively, cooperate directly with well-known meat factories and reputable meat producers, reduce the number of distributors in the middle, and find out the unexpected situation, and can directly trace to the source and find out the true situation.

According to the reporter, WAL-MART pork suppliers have been reduced from the past more than 270 to nearly 80. In recent two years, 37 meat suppliers have stopped working because of the unqualified audit.