On July 11th, the world's first store of LYFEN Life, a new business under Lai Yifen, officially opened on the B1 floor of Wanda Plaza in Wujiaochang, Shanghai. As a high-quality snack brand born in Shanghai, Laiyifen's first stop in upgrading its fresh snack strategy is in its hometown. On the first day of opening, it attracted surrounding white-collar workers, college students, and family customers to check-in, and the store's customer flow continued to rise, becoming a popular check-in point for leisure consumption in Shanghai.
At the opening ceremony, the open style store space changes the oppressive feeling of traditional snack store shelves, with a metallic texture and warm wood color complemented by brand orange accents, creating a bright and relaxed overall style. The most popular fresh and freshly made operating area in the store adopts a fully transparent design, attracting many consumers to stop and try out the sizzling slow roasted black pork and steaming fresh braised products, forming long queues for tasting and purchasing. Growing up in Yifen as a snack, I came here specifically for a lunch break after opening a freshly made new store. As soon as I entered the mall, I smelled the aroma of freshly grilled meat jerky, and the experience was better than expected, "said a young consumer.
It is reported that the first store has launched about 150 products, of which short warranty products account for 40% -50%, with most of them having a shelf life of 0-5 days. The store focuses on the ultimate fresh freshly made food experience, covering all time consumption scenarios such as commuting breakfast, afternoon tea to satisfy cravings, drama watching to recharge energy, and family gatherings. The signature short fresh-keeping braised series is a must-have when entering the store. Cold eating toothpick beef and magic braised duck tongue use short fresh-keeping braised technology, which is flavorful but not heavy; A slow roasted black pork has a firm and chewy texture, making it a popular choice for young audiences to watch TV dramas and work overtime as a supplement; The puffed snacks such as salmon Prawn cracker and black gold rice pudding are crisp and delicious, which are also high-frequency items that consumers choose.
In terms of pricing, the first store focuses on a friendly quality price ratio route: freshly made milk tea priced at 6.5 yuan per cup, and multi flavored cold brew coffee priced at 9.9 yuan, which are lower than similar drinks in the commercial area; Most of the fresh braised meat products are priced between 10-25 yuan, and a high-end single dish featuring a whole signature duck is also available. It can be used as a table dish for family gatherings, catering to the diverse needs of individual daily consumption and sharing among multiple people. All products in the store are packaged in simple and transparent packaging, and the freshness of the ingredients is intuitively visible, suitable for the social attributes of young people who check in and share.
As a locally born Shanghai brand, landing the world's first store in Shanghai has a special significance for Laiyifen, which means "starting from the beginning again". The responsible person of the brand stated that Shanghai consumers have the highest requirements for freshness, health, and quality in the country. First, polish the product and service model in their hometown, and then expand to the whole country. This is not only an upgraded answer for Shanghai users who have accompanied the brand's growth for 26 years, but also hopes to use Shanghai as a benchmark to convey the quality standards of fresh snacks to the whole country.
Wanda has also thoroughly considered the location of its first store in Wujiaochang. This commercial district is a city level core commercial entity directly accessible by subway, densely covering three major customer groups: students from universities such as Fudan University and Tongji University, young white-collar workers in the surrounding area, and community families. Young consumers have concentrated purchasing power and strong willingness to try new things, which is highly compatible with the positioning of the fresh short-term insurance industry. It can fully verify the market competitiveness of the industry and help quickly polish the operation model.
During the opening period, the store also prepared multiple exclusive activities to give back to Shanghai consumers. From July 13th to 15th, the store will invite members of different popular male groups to serve as one-day store managers for three consecutive days, conducting limited interaction; Simultaneously launch themed activities such as store exploration and must buy lists on social media platforms, inviting Shanghai citizens to check in and experience the store. In the future, the stores will also launch mainstream food delivery platforms, covering the real-time delivery needs within 3 kilometers of the surrounding area. At the same time, the existing membership system of Laiyifen will be connected to achieve the universal use of points and benefits, providing consumers with a more convenient omni channel experience.
As a leading leisure snack enterprise that has grown up locally in Shanghai, the landing of Laiyifen's new business model not only enriches the consumer business of Wujiaochang commercial district, but also injects new vitality into Shanghai's first store economy. In terms of brand, we will deeply cultivate the East China market with Shanghai as the core in the future, continuously improve the product matrix and terminal experience, create a fresh life entrance that covers the needs of young people at all times, and help improve the quality and upgrade of the Shanghai consumer market.
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