On November 15, 2025, the first store of the new retail format "Pin Shang Life" under the group in Pudong was grandly opened on the B1 floor of Zhengda Thumb Plaza. Before 9 o'clock in the morning, citizens waiting to enter had already formed long queues. Entering the store, aunties and uncles who had returned from morning exercises gathered around the fresh produce area to carefully select vegetables. Parents lined up with their children in the baking area to wait for freshly baked milk flavored bread. In front of the cooked food stall, there was always a crowd waiting for freshly cut beef sauce. The strong atmosphere of the market and the modern shopping environment intertwined, outlining a vivid picture of community life.

As the third store of Pin Shang Life in Shanghai, the store broke the brand scale record with a super large business area of 12000 square meters. It integrates various formats such as fresh supermarkets, food courts, trendy retail, and community pharmacies to create a full-time urban life center that integrates shopping, catering, and leisure. On the first weekend of opening, the total number of visitors exceeded 60000. With "fresh and good products directly supplied from the source, high cost-effective prices for the benefit of the people, and convenient services throughout the entire chain", it quickly became a new consumption landmark sought after by residents of Pudong Huamu Street and surrounding communities.

 01 Upgrading business models and building community life hubs

Compared to the previously opened Bailian Xijiao store (5000 square meters) and Bailian Nanfang store (7000 square meters), Thumb Plaza store has achieved a comprehensive upgrade of its business model with the core logic of "supermarket+". Its 12000 square meters of business area almost equals the sum of the first two stores, and the overall flow design is more humanized. From the convenience service desk at the entrance to the fresh food area deep inside, and then to the food court on the periphery, it has formed a closed-loop consumption path of "shopping eating playing". On the basis of traditional fresh food supermarkets, the store has added more than 10 peripheral freshly made stalls and diversified supporting formats. It not only has a dining area that meets the daily needs of three meals, but also introduces trendy retail areas and community pharmacies, forming a three-dimensional consumption scene of "fresh food retail+dining experience+life services", completely breaking the boundary of "single shopping" in traditional supermarkets. Xiao Zhihao, Vice President of the Group, introduced at the opening ceremony that the biggest feature of the first store in Pudong is the deep integration of business formats, which complements the products sold in supermarkets: "We have introduced a large number of freshly made processes into the store, allowing consumers to visually see the entire process of ingredients from processing to finished products, presenting extremely fresh products, and creating a strong atmosphere of the market. At the same time, we have introduced youthful business formats such as trendy entertainment, hoping to attract more young customers and make the supermarket no longer just a place to buy groceries, but a community life hub that integrates shopping, dining, and leisure

It is reported that the Trendy Play Zone covers popular Chinese animation IPs and blind box figurines, attracting hundreds of young consumers to check-in on the first day of opening; The community pharmacy is equipped with professional pharmacists who can provide basic medication consultation and also offers medical insurance settlement services, solving the problem of "traveling long distances to buy medicine for minor illnesses" for surrounding residents.

02 Fresh food builds bottom, fireworks restaurants capture diverse consumer groups

The core fresh food retail area is the popular core of the store, with a total area of over 6000 square meters, covering more than 6000 selected products, including vegetables, seafood, meat, cooked food, baking, daily necessities and other categories. Among them, more than 800 "daily clearance products" (including fresh vegetables, freshly made noodles, cooked food braised flavors, etc.) insist on being listed and cleared on the same day. During the trial operation period, there were long queues in front of the stalls of various Dim sum such as the freshly made egg dumplings, handmade fish balls, brown sugar steamed cakes, shepherd's purse Wonton, and so on. The free tasting spots were crowded with people and full of popularity. As a "popular responsibility", 80% of the dishes in the vegetable area come from Tramy's self operated digital high standard green agricultural base, and the entire process from planting to shelving can be traced.

The newly added food court covers an area of over 2000 square meters and is a gathering place for young consumers. More than ten freshly made stalls are neatly arranged, creating a strong atmosphere of "three meals and fireworks", fully meeting consumers' dual expectations for "affordability" and "convenience". The "Tramy Kitchen" is like a community canteen at the front of the house. It focuses on Jiangsu, Zhejiang and Shanghai style snacks, providing three meals in the morning, lunch and evening. From soybean milk deep-fried dough sticks in the morning to fish flavored shredded pork covered rice for lunch, to home style snacks for dinner, the per capita consumption is only about 20 yuan, and it received more than 2000 diners on the first day of opening; The "Tramy Noodle House" is known for its freshly stir fried toppings, such as eel shreds, pork liver, kidney flower, green pepper and beef shreds. The hot toppings are poured onto the tough hand rolled noodles or alkaline water surface, and the aroma instantly spreads. Many diners come by car to check in; Tramy Milk Tea "uses freshly brewed soup as the base tea and refuses powder brewing." Tramy Coffee "selects Yunnan Baoshan coffee beans and can buy a freshly ground American style cup for 9.9 yuan, providing consumers with a cost-effective tea drink choice.

03 Pricing for the benefit of the people takes into account both online and offline needs

Multiple products in the store adhere to long-term pricing that benefits the people, rather than short-term promotions. From daily necessities such as rice, flour, and oil to high-end seafood, they offer highly competitive prices, such as 69 yuan/jin of five spice sauce beef tendon, 23.9 yuan/box (30 pieces) of raw and edible fresh eggs, and 859 yuan/piece of fresh emperor crab. The high cost performance pricing makes many consumers unable to resist hoarding.

Online services are equally convenient and efficient, fully adapting to the needs of different consumer groups. The store has carefully built a "5-kilometer takeaway delivery circle", where consumers can place orders through the official WeChat mini program to achieve the same price online and offline. The platform is also equipped with 20 professional delivery vehicles, which can deliver in as fast as 30 minutes, making it a reality to enjoy fresh and good goods without leaving home. To ensure delivery quality, all fresh produce will be packaged in insulated boxes and ice packs, while cooked food will be equipped with sealed meal boxes to preserve the taste and freshness of the ingredients to the greatest extent possible.

Since its debut at Changning Bailian Xijiao Shopping Center in July 2025, Pinshang Life has quickly emerged in the Shanghai retail market with its unique business model and high-quality consumer experience, demonstrating strong market competitiveness. Xiao Zhihao, Vice President of the Group, introduced that the core advantage of Pin Shang Life lies in the "heavy asset" full industry chain layout. Although this model requires a large initial investment, it can control quality and price from the source, truly achieving "fresh and direct, benefiting the people". The opening of the first store in Pudong is an important step for the brand to deeply cultivate the Shanghai market. In the future, the brand will further optimize its business model and plans to open 10 or more new stores in Shanghai by 2026, prioritizing the layout of large communities and commercial districts, and promoting the "full-time life center" model to more communities. At the same time, the company will continue to upgrade its supply chain, expand its self operated base, introduce more local specialty ingredients, provide consumers with better services, help reshape the fresh retail market pattern in Shanghai, and enable more citizens to enjoy a fresh, affordable, and convenient quality of life.