Shijiazhuang commercial leader "Northern Kingdom", full name is Shijiazhuang Beiguorenbai Group Co., Ltd. (officially referred to as Beiren Group), but people call it more Beiguo, it is a large cross-regional, multi-format and diversified retail business group in Hebei Province. The main businesses include: retail ( Beiguo Mall , Beiguo Supermarket , etc.), electrical appliance chain (beiguo Electrical Appliances), logistics (beiguo High-tech Logistics Industrial Park), catering (Zhonghexuan, Yanfenglou , Buyangzhai , etc.), cultural tourism (beiguo Outlets, beiguo Water World), jewelry chain ( Zhoudafu ), real estate (beiguo Spring), e-commerce economy (Zhangshang Beiguo APP), and there are more than 300 business outlets of various types, covering the North China region.
Northern China has a long history of development, and its main time-honored stores are: Xinbai Plaza predecessor was the Jinchaji mass store, which was built in 1947, and is known as the "first department store in New China". Beiguo Mall was formerly the Jiefang Road Department Store, which opened in 1956. It was the first state-owned retail comprehensive department store newly built after the liberation of Shijiazhuang. Shijiazhuang Catering Company was founded in 1956, and its subsidiary Zhonghexuan Restaurant was awarded the title of "China Time-honored Brand" by the Ministry of Commerce. A history of the Northern Kingdom is the concentrated essence of Shijiazhuang's commercial development.
The author came to Shi for nearly 20 years to study and work, and found that the Northland is closely related to his daily life. When shopping, go to the Beiguo Supermarket, go to Zhonghexuan to eat steamed dumplings, and bring them to the Shijiazhuang Hotel Hongxing Buns. When shopping and leisure, go to Beiguo Outlet to enjoy the European style. Sometimes you can go to the Beiguo Pharmacy to buy medicine, and send family cards to visit relatives and friends during festivals. The North is simply too powerful to penetrate every corner of our lives.
North China has been shortlisted for the top 500 Chinese enterprises and service industry enterprises for eight consecutive years, and ranked 22nd on the top 100 chain chains in China. According to the official data, we will review the changing trends of sales in North China:
2000 was less than 1 billion at the beginning of its establishment;
2009, 11.6 billion;
2012, 25.4 billion;
2015, 32.8 billion;
2020, 16 billion;
2021, 24.8 billion;
2022,
2022, 24.8 billion;
2022, the total sales volume of Beiren Group reached 12.93 billion yuan, an increase of 4.4% over the same period last year.
From this we can see that North China's sales show a parabolic trend of first falling and then rising, which objectively reflects that North China's various businesses have been impacted by a variety of factors, and should not be underestimated and are for reference only.
1. Northland's strong competitor
1. Shopping center
Shijiazhuang's three traditional shopping centers: Shijiazhuang North Country Mall, Shijiazhuang Xinbai Plaza, and Shijiazhuang Xiantianxia Plaza, building an urban lifestyle center and leading the city's cutting-edge consumption trends. However, now more young people are keen on China Resources Vientiane City , Letai Center , and Yuhua Wanda, and like fashion cutting-edge brands, which has a certain impact on the three high-end and mature brothers in the North.
2. In terms of chain supermarkets,
Beiguo Supermarket currently has 46 stores, defeating international chains Carrefour and Walmart Supermarket. What can now be found in fresh food Yonghui Supermarket and affordable reputation supermarket. Beiguo Supermarket now relies mainly on brand reputation, "family cards" that are all in the city, and dense offline terminals to fully build a moat for its own operation and development.
3. In terms of electrical appliance chain
Beijing Electric Appliances is a tepid and stable party. Compared with the foreign JD Mall, Suning.com , etc., the products are actually similar, and they depend on the price discount, marketing level and after-sales service.
4. In terms of catering services,
North Country's catering Zhonghexuan, Yanfenglou, Buyangzhai and other time-honored brands, middle-aged and elderly people prefer to find the old flavor. Due to the differences in environment and services and the weak marketing awareness, the level of business expansion is not as good as that of Chef Sun's Pigeon Pavilion, Guangming Fishing Port, and Yuxiang Spicy Grandma. Under the rhythm of modern life, people pay more attention to the environment, service, and taste when dining, and cannot rely too much on time-honored brands to play the emotional card.
5. Community convenience stores
Today's 36524 convenience store is actually one of the business formats in Hebei Sanluwu Network Technology Group (referred to as Hebei 365 Group). Community group buying , pre-sale group buying, online ordering, online ordering, and home delivery, have also launched flexible e-commerce forms, greatly facilitating residents' lives. However, North China did not rely on its strong brand and reputation to build its own unique community convenience store, and missed a once-in-a-lifetime expansion opportunity.
2. North China's breakthrough action
North China is now facing not only the impact of its competitors, but also the deep hearts of the e-commerce economy, the surging community group buying, and the decline in people's income in the post-epidemic era. The author is more optimistic about the following three breakthrough projects in North China.
1. Entering the real estate
Recently, Beiguo Spring captured a piece of residential land located in the northeast corner of Guanghua Road, Foreign Trade Street, Chang'an District, and now on the east side of the Zhonghai Yunjin project. The plot is not large, only 25,000 square meters, and the floor area ratio is 2.0, which can only be 50,000 square meters, and it cannot be built for several buildings. However, the land price of this piece of land is not cheap, with a transaction price of 441 million yuan, a unit price of 11.73 million yuan/mu, and a floor price of 8,801 yuan/square meter.
will also benchmark China Overseas Yunjin to create high-end properties in the later stage. This is also the first attempt by North China to enter real estate. How to wait and see how to follow up.
2. Take over the operation of Xiangyun International
Xiangyun International As a cultural and tourism landmark project in the Shijiazhuang high-speed rail area, it was taken over by Chengfa Investment. Chengfa Investment and Beiguo Qiang are jointly responsible for the later operation of Huixin Road Commercial Street on the south side of Xiangyun International Business. Once Xiangyun International opens, relying on its superior geographical location and beautiful architectural style, it will definitely become a new landmark for the Internet celebrity business in Zhuangli. It feels that its popularity will exceed the North Country Outlet of , Tongye .
In fact, Federal Xiangyun International initially cooperated with North Atlantic Operations Company. Now it seems that the person who has to tie the bell is still necessary to untie it, and finally found the right person.
3. "Entertainment" of pharmaceutical retail
Beiguo Pharmacy chain pharmacy can grow up with the strong local brand influence of Beiguo, so entering this industry has certain advantages. Three "Northern Pharmacy" have been opened this year, and it was originally planned to open ten before the end of the year.
Now the streets and alleys are equipped with three musketeers: tobacco hotels, pharmacies and restaurants. Among them, the most profitable ones selling medicines may encourage and stimulate the northern country to continue to go to the "muddy waters" of drug retail.
Shijiazhuang is known as the "Bermuda" of business, and foreign business tycoons have retreated to Shijiazhuang one after another. In order to build a modern, international and beautiful provincial capital, Shijiazhuang should optimize the business environment and allow more foreign capital to invest and start businesses in Shijiazhuang. As a state-owned enterprise, the North must shoulder social responsibilities, dance with the "wolf", strengthen its own strength in the competition, and better assist the high-quality development of the provincial capital's trade industry.
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