Only Pang Donglai can attract more than 5 billion traffic upon opening!

As Pang Donglai became popular on social media, many people wanted to visit Pang Donglai in Xuchang, Henan. If you search on Weibo, Douyin and other social media, you can see that many people’s wish list for 2023 is to "visit Pang Donglai once". At the same time, many people also said that Pang Donglai is the "ceiling of the supermarket industry". Why is Pang Donglai popular again? Let's follow the author's thoughts and find the answer in the article.

Before the Spring Festival, the new Pang Donglai supermarket officially opened in Xuchang Angel City. Many people flocked to the store, making the topic #许昌胖东来on Douyin a hot search and generating over 260 million views.

So someone posted a video of himself visiting Pang Donglai from his first-person perspective on Douyin. The high-end design, expensive Dyson products, meticulous service, etc., made people talk about it. On Douyin, the topic #天使城胖东来generated more than 250 million views, and the number of views of videos related to #胖东来soared to more than 5.2 billion . The data is still rising.

With the sudden popularity of Pang Donglai on social media, many people have begun to want to go to Pang Donglai in Xuchang, Henan to visit it. If you search on social media such as Weibo and Douyin, you can see that many people ’s wish list for 2023 is to "visit Pang Donglai once" . At the same time, many people also said that Pang Donglai is the "ceiling of the supermarket industry."

Why is Pang Donglai, which only has stores in Xuchang and Xinxiang, Henan, so popular? How does Pang Donglai attract users?

1. Why is Pang Donglai popular again?

Although it cannot leave Henan, it has entered the hearts of users. What is the charm of Pang Donglai? Perhaps, we can find some logic in the huge success of the opening of Pang Donglai's new store in Angel City.

1. Subvert public perception and make Pang Donglai a luxury product in supermarkets

In the public ideology, supermarkets are the terminal of the retail industry. They have an extremely friendly brand image in the small streets and alleys, representing being down-to-earth.

Pang Donglai, which opened in Xuchang this time, has changed its usual style and chosen a more high-end image to appear in front of the public. The high-end water dispensers in the floor aisles provide direct drinking water for users shopping in the supermarket, free power banks, Dyson faucets, washer-dryers, etc. are provided in the bathroom, and smart silent garages are provided to meet users' parking needs.

It can be said that Pang Donglai has stimulated the brand's path to breaking out of the circle with its unique experience and ultimate service. The high-end luxury supermarket design and immersive product experience allow consumers to actively watch while unconsciously experiencing the luxury created by the brand, which also deepens users' impression of the brand.

2. Good at using social networks and full of gimmicks

With the increasing development of social media, popularity and traffic have become the goals pursued by brands, and attracting users' attention requires sufficient gimmicks and capital. When product experience and ultimate service collide and leave a deep impression on people, it stimulates the charm of the brand and forms a distinctive business model, making more people willing to further explore the brand's connotations.

The unique design, high-end product experience and meticulous service, each of which is eye-catching enough, and Pang Donglai has integrated all the advantages into one to build it into a luxury brand in the retail industry. It has also successfully subverted the public's perception of supermarket operations and made more people interested in Pang Donglai.

The reason why Pang Donglai can achieve wider dissemination on platforms such as Douyin and Weibo is that the brand is good at utilizing the business logic of social communication to build brand communication assets from various aspects such as cognition, image, experience, and service. While allowing users to enjoy the high-end product experience, Pang Donglai's unique brand image is also implanted in the hearts of users.

2. How does Pangdonglai, which cannot get out of Henan, attract users?

It is obvious that Pang Donglai understands the communication logic of the social media era. The subversive supermarket operating environment and meticulous gimmick marketing have made many people become loyal followers of Pang Donglai. Pang Donglai, which only operates in Henan, is not unable to leave Henan, but wants to occupy one place, serve the people there well, and deepen the brand's user assets.

In addition to being good at gimmicky marketing, what other tricks does Pang Donglai use to attract consumers and accumulate brand assets?

A brand can win the hearts of consumers mainly because of the details. Pang Donglai has hidden many brand details in terms of product prices, convenient services, product after-sales and employee retention.

1. Self-purchased and self-operated products with transparent prices to win the sincerity of consumers

First of all, users are most concerned about product prices. Pang Donglai completely treats users as its own people, and Pang Donglai’s information transparency is truly extreme.

In the fresh fruit area of ​​Pangdonglai, the grade, origin, sugar content, taste and order of eating the fruits are clearly marked, so people can buy without any worries.

In the clothing, fruit and other areas of Pangdonglai, prices are extremely transparent, with the purchase price and gross profit margin of the products indicated on the price tags. This not only makes consumers believe that the brand has retained a reasonable profit, but also truly achieves operational transparency.

Pangdong’s self-sourcing and self-operation model keeps the control of its products firmly in its own hands. It dispels users’ concerns with more transparent prices and wins users’ sincerity with the brand’s sincerity, thus retaining user assets and accumulating brand assets.

2. If you are not satisfied with the product, you can return it to your door, so that users have no worries

For the retail industry, marketing really begins after the sale. In the fresh food section of many supermarkets, brands are afraid that users will return the products after purchase, so they always put up unfair terms: once the product is sold, it will not be returned. This inevitably greatly reduces people's shopping experience.

Pang Donglai knows that word of mouth is the foundation of long-term brand management, so it launched the "return to door if dissatisfied" service. In Pang Donglai supermarkets, there are warm reminders hanging everywhere: If it doesn't taste good, please tell us! We will come to your door to handle the return service.

In other words, Pang Donglai is not afraid of users returning products. Instead, it is worried that users will have a poor experience and affect the brand's reputation. As long as you are not satisfied, Pang Donglai will choose to provide door-to-door returns and exchanges for users, thus solving the user's worries about purchasing products. Users do not have to worry about dissatisfaction with the products or inconvenience in returns and exchanges, etc. This will naturally enhance consumers' shopping experience at Pang Donglai and achieve a double increase in its reputation and sales.

3. The free service of "convenience and benefit to the people" makes users feel dependent on Pangdonglai

If these business strategies still fail to impress consumers, then the "convenience and benefit to the people" service launched by Pang Donglai is definitely the best trump card for the brand to capture the minds of users and cultivate their dependence on the brand.

Anyone who has been to Pang Donglai knows that Pang Donglai’s service to consumers begins from the moment they enter the door, which is truly “scary when you think about it” (a compliment).

Pet storage service is provided , and Pangdonglai’s employees will take the initiative to feed the pets.

Providing rain gear not only provides consumers with umbrellas, but their "electric vehicles" can also enjoy "attention" on rainy days.

Anyone who purchases home appliances from Pangdonglai can also enjoy free circuit board inspection service.

Not only that, Pang Donglai also provides arrival notifications, free food processing, and helping consumers carry shopping bags and other services. Among many brands, Pang Donglai has basically achieved 0 negative reviews, conquering consumers across the country and creating awe for the brand.

Pang Donglai’s thoughtful service has left a deep impression on people and is unforgettable. It has also made those who have enjoyed Pang Donglai’s service feel favorable and dependent on the brand.

4. Implement a “333” distribution mechanism with employees to maintain a good bridge between customers and brands

The reason why Pang Donglai can win the hearts of users is not only because of its excellent service and transparent prices, but also because of the hero spirit of its employees. Obviously, users' reliance on a brand is inseparable from employees' loyalty to the brand. Where does this loyalty come from? It comes from Pang Donglai's kindness to its employees and society.

It is rumored online that Pang Donglai implements a "333" distribution mechanism , that is, 30% of the annual profit is returned to society, 30% is used to maintain the operation of the supermarket and to advance the cost of business operations, and the remaining 30% will be distributed to all employees according to their levels.

In addition to distributing the money well, Pang Donglai also shows the utmost human care for its employees. It chooses not to adjust the holiday and closes the store for one day every Tuesday, and for five days during the Spring Festival. This allows employees to take a break and relieve stress, and at the same time, they can serve customers with greater enthusiasm. This also makes employees feel extremely happy, and they are willing to work for Pang Donglai.

Not only do they give employees holidays, but it is also reported online that the benefits of Pang Donglai employees are the envy of others. Not only do they receive cash benefits ranging from several hundred yuan on important occasions such as Valentine's Day, Mid-Autumn Festival, and Spring Festival, but they also have established care benefits, special treatment and contribution awards for veteran employees, etc. It is worth mentioning that Pang Donglai has also specially established a "grievance award" of 5,000-8,000 yuan to comfort those employees who have been wronged at work.

It can be said that smart bosses know how to respect people and give back to those who help them make money. By pampering consumers and employees, Pang Donglai has made everyone related to Pang Donglai respected, trusted, happy and warm, and achieved both fame and fortune, allowing its annual revenue to reach 7 billion yuan in 2021, far ahead of other private enterprises in China, making private enterprises that started in small cities a veritable "ceiling of the supermarket industry."

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"