Freshippo, China’s leading fresh goods and grocery brand, has opened its first high-end Premier Black Label Store also known as Black Label Store in Shanghai.
Located in Cloud Nine Shopping Mall in Changning District, Premier is Freshippo’s latest exploration of brand elevation. Both its design and product selection are aimed at the highest level of premium supermarkets/grocery stores in China, marking the arrival of 2.0 era of China’s local premium supermarkets.
“In terms of design concept and shopping experience, we have matched ourselves with high-end supermarkets in Europe and the US,” comments Hu Liang, chief designer of Freshippo Premier.
“The product selection is tailor-made for Chinese consumers, with more than half of imported goods to enrich customers’ choices, as well as a large number of specialty goods developed based on Chinese preferences.”
50% imported goods, multiple brand debuts
This 6,000-square-foot store has become the “commodity power showroom” of Freshippo, showcasing the strength of its global and local supply chain.
An array of newly launched products such as French premium gift brand Miss Melane, Hollywood’s favorite Sugarfina candy, Australian national bakery Coles and Nissei’s soft ice cream, all entering the mainland market for the first time through Freshippo Premier, among which 50% are imported goods.
Freshippo is best known for quality and variety of its fresh goods, which still takes center stage at this Premier Store. Customers will find fresh seafood products such as sea urchins, pearl oysters, and humpback grouper at the seafood section, a great addition to the regular Freshippo product line.
Freshippo’s famous “mountain moving price,” which targets Sam’s Club’s prices, has made many of its premium products extremely popular. Durian mille crepe cake has been upgraded using Musang King durian, while handmade Japanese-style raw toast is priced at half of the market value. Here are some other highlights, French ham for ¥39.9, foie gras for ¥35.9, and imported Italian pizza for ¥29.9, etc.
Unlike traditional premium supermarkets, Freshippo Premier not only has a huge selection of imported goods, but thanks to Freshippo’s own R&D strength, it is able to develop various products catering the needs of local Chinese consumers.
“We have developed a special selection of “Shanghai Lanehouse pastries” dedicated for the Premier Store. We have brought back classics such as ‘tiger claws’ and sugared triangles, treasured by the older generation of Shanghainese people.”
Ge Dongsheng, general manager of Freshippo Shanghai operation, said that in order to create a new shopping landmark in Shanghai, Freshippo purchasing team spent nearly half a year preparing the merchandise, and the store’s construction took nearly six months.
“Throughout the Mid-Autumn Festival and National Holiday, we are launching a campaign featuring 50 products from all around the world with special promo prices, inviting everyone to a 10-day shopping spree.”
Premium Supermarket Era 2.0
It has been nearly 20 years since the first premium supermarket opened its door in China. These supermarkets used to target the upper middle class, returnees and expats, with product structure, shopping environment and pricing strategies designed specifically for them, leaving out the middle class. In recent years, as competition intensifies in the retail industry, traditional premium supermarkets have reached a tipping point where they need to evolve.
“Freshippo Premier hopes to make the customers feel pampered yet relaxed, with ‘noble’ yet affordable product selection and price strategy. Designer Hu Liang said that although the store is positioned as a high-end concept, they try their best to be accessible, so that more people can enjoy the products and services of high-end supermarkets. Instead of being just a beautiful destination, Freshippo Premier will serve as a shopping locale to increase overall visits to the shopping mall.”
With Freshippo’s eight-year experience of online and offline integrated operation, the Premier is a true reflection of its deep understanding of consumer trends and unique product development capability. Moreover, Freshippo hopes that this new store will become a landmark of China’s own premium supermarkets that combines high level service with top-quality goods.
Just like the original Freshippo supermarket, the Premier store offers an online ordering service, providing fast delivery for the nearby neighborhoods.
Since September, Freshippo has been expanding in Chinese cites at the rate of one new store per day, and the total number of Freshippo will soon exceed 350. In Shanghai, six Freshippo supermarkets and one Freshippo mini opened during the past two months, continuing to create more convenient and high-quality shopping venues for Shanghai citizens.
“This new store opened in time for the Mid-Autumn Festival and National Holiday, adding another shopping destination for Shanghai citizens and tourists.” Ge Dongsheng, general manager of Freshippo Shanghai operations, mentioned.
Freshippo Premier, Cloud Nine Shopping Mall, 1018 Changning Lu, by Kaixuan Lu 长宁路1018号, 近凯旋路.
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