On July 9, 2025, the B2 floor of Bailian Xijiao Shopping Center in Changning District, Shanghai, was bustling with excitement as the "Pinshang Life" supermarket, crafted by the group, opened in grand style. This 5,000-square-meter supermarket achieved remarkable results on its first day: sales exceeding 1.44 million yuan, 11,475 orders, and a unit price of 126 yuan per customer. Having started with bean products and transitioned into a comprehensive urban lifestyle service provider, Tramy has leveraged "Pinshang Life" as a new engine. Through refined spatial redesign, "high-quality at low prices" across the entire industry chain, and deep online presence, it precisely caters to the demands of "freshness, affordability, and convenience". In the Shanghai fresh food market, surrounded by competitors like Hema, Tramy has forged a unique differentiated development path through long-term commitment to deepening its supply chain, injecting new vitality into the retail landscape of Shanghai.

Space reconstruction: benchmarking against boutique supermarkets, allowing smoke and fire to coexist with a sense of quality

In 'life on the market', consumers first feel a strong contrast with traditional supermarkets. Unlike the crowded shelves of supermarkets in the past and the high-end coldness of luxury shopping malls, here the core is "scene based experience+functional refinement", cleverly integrating the texture of boutique supermarkets with the fireworks of vegetable markets, redefining the spatial logic of "community-based large-scale supermarkets".

Entering the realm of 'high-quality living', the bright color combinations complement the transparent spatial design. The bright orange columns complement the fresh green background wall, and the regular lighting system at the top allows light to spread evenly. The fresh and juicy dishes in the vegetable area and the dazzling array of fresh fruits in the fruit area showcase their attractive colors under sufficient light, making it convenient for customers to choose and creating a refined sense unique to boutique supermarkets.

The 5000 square meter space is divided into 12 themed stalls and multiple functional areas, each carrying a unique consumption scenario: the fresh food area adopts a "direct supply from the place of origin" visual display, the vegetable area is marked with planting bases, the fresh seafood area is equipped with transparent fish tanks, and there are "free fish cutting and slicing" service signs next to seafood such as king crabs and Australian lobsters. Staff hold professional tools to process ingredients on-site for customers, saving the trouble of pre-processing for home cooking; The baking area is mainly in orange color, and almost all baked products are made on site. In the transparent display case, all kinds of cakes and Dim sum are neatly displayed, and the fresh aroma is not lingering. Back of house staff make and sell on site, allowing customers to see the baking process from ingredient processing to finished products being baked, presenting the "fresh baking" scene intuitively. The "LIBERI" brand logo is eye-catching, benchmarking against the highest cost-effective quality baking in the country, creating a high-end brand of exquisite baking with good taste, good quality, and affordable price. A mustard cream Mario bread made with Anjia butter, imported flour, and golden pillow durian filling, priced at only 17.9 yuan, which is more than 30% cheaper than similar products in the market.

The cooked food area covers an area of more than 500 square meters, which can be called the "mini food plaza" - there are not only hot pot side dishes for young people, Guandong cooking, crayfish, but also shrimp oil marinated chicken, secret chicken feet, and "hot box lunch" for migrant workers: Stewed Pork Ball in Brown Sauce at 3.5 yuan, and a box of scallion braised steak at 12.8 yuan, all cooked on the spot by the Ming Chef Liang Zao, and still steaming when cooking.

The cooked food area covers an area of more than 500 square meters, which can be called the "mini food plaza" - there are not only hot pot side dishes for young people, Guandong cooking, crayfish, but also shrimp oil marinated chicken, secret chicken feet, and "hot box lunch" for migrant workers: Stewed Pork Ball in Brown Sauce at 3.5 yuan, and a box of scallion braised steak at 12.8 yuan, all cooked on the spot by the Ming Chef Liang Zao, and still steaming when cooking.

In the center of the frying area, there is a large baking equipment, where cashews, melon seeds, peanuts, and other items are stir fried and sold on the spot. The burning aroma of the rotating machines permeates the entire supermarket, evoking childhood memories for consumers; The gift area breaks the vicious circle of "excessive packaging", with nourishing products such as cordyceps, American ginseng, and tea displayed in bulk. Samples are placed next to huge glass jars for customers to choose from, and staff provide "on-demand weighing and customized packaging" services, making it possible to "enjoy quality at an affordable price".

This kind of 'boutique transformation' did not come out of thin air. Previously, when Bailian Xijiao transformed Century Lianhua into a high-end supermarket Riso, it sparked controversy due to "detachment from community consumption needs". On the other hand, "Pin Shang Life" balances "high-end quality+affordable scenes", which not only meets consumers' upgrading needs for shopping environment, but also maintains the "convenience" original intention of community commerce, showcasing a new style of beautiful channel business. The new supermarket created by tofu experts has a high-end appearance.

High quality and low price: the foundation of the entire industry chain advantage, making "freshness" and "affordability" no longer contradictory

On the first day, it achieved a sales volume of over 1.44 million yuan, an order volume of 11475, and a unit price of 126 yuan per customer. The explosive performance of the first store of "Pin Shang Life" is precisely due to the full industry chain advantage accumulated by Tramy Group for 27 years - the full chain control from source planting to terminal sales. The long termism of the entire industry chain has turned "high quality" and "low price" from seemingly contradictory propositions into practical consumer experiences.

From 'farmland to shelves in 2 hours': locking in freshness with a short link

At the source end, the group has been involved in agriculture since 2011. Tramy now has 11000 acres of digital high standard green agriculture bases in Shanghai, and has 500000 acres of targeted planting bases nationwide. It produces more than 300 tons of green vegetables per day, with 70% -80% of the fruits and vegetables coming from self operated farms. Quality indicators such as pesticide residues and fertilization standards are locked in from the planting process;

On the processing side, Tramy starts with soy products and has been deeply involved in lean manufacturing for 27 years. The existing 350000 square meter Pudong intelligent food factory has achieved "fresh food processing standardization", while Pingshang Life has moved some production processes to the supermarket site - the black pork buns and handmade dumplings in the pastry area are made and sold by experienced "Tramy craftsmen" on site, and the bread in the baking area can be seen from fermentation to baking, with consumers still carrying the residual temperature of the oven when they just receive the bread. Front end and direct communication form a quality closed loop.

On the logistics side, the group has a logistics network consisting of over 600 food grade cold chain delivery vehicles, which is the largest in Shanghai. After vegetables are packaged and sorted at the base, they can reach the shelves in as fast as 2 hours, and the fresh food loss rate has been reduced from 20% in traditional supermarkets to less than 5%.

This' short link 'not only ensures freshness, but also allows consumers to see the' source of freshness'. As Vice President Liu Wanlong explained to the media, "We moved the production process from our self operated factories and farms to supermarkets to let everyone know where and how every dish and bun you buy comes from

Intermediate link 'subtraction': returning the price to its value itself. The core advantage of the entire industry chain is ultimately reflected in the price. By cutting off middlemen's markups and compressing circulation costs, "Pin Shang Life" has achieved a precise positioning of "high quality without high price":

Freshly roasted roast duck costs 19.9 yuan per piece, black pork shrimp dumplings cost 16.9 yuan per serving, 3kg enzyme laundry detergent costs 19.9 yuan per barrel, and Tramy organic pure milk costs 29.9 yuan per liter - these core products are priced 10% -20% lower than their competitors of the same quality;

In the fresh food category, small leaf chrysanthemum is priced at 4.8 yuan/pack, chives are priced at 3.35 yuan/pack, and black pork meatballs are priced at 9.9 yuan/6. The prices have decreased significantly compared to the surrounding vegetable market, but the quality is more controllable; I have compared and found that the same black pork here is much cheaper than other supermarkets, and it is freshly cut with visible freshness, "said Aunt Li, who was purchasing in the meat section on July 9th. Behind this "cost-effectiveness" is the victory of Tramy's "self planting, self maintenance, self production, and self sales" model - there are no dealer layer by layer price increases, no brand premiums, only the pricing logic of "cost+reasonable profit".

Quality "addition": an upgrade from "qualified" to "reliable". Low price does not mean low quality. The core of "quality" that is traceable and trustworthy. All fresh products are labeled with "origin, testing report, shelf life", and scanning the code can view the full chain information; The pork comes from the Black Pig Base in Shuyang, Jiangsu, and is processed using the "hot air fresh killing" technique. Within 4 hours of slaughter, it is delivered directly to the store, where staff cut and sell it immediately. The freshness of the meat is visible to the naked eye;

The hanging fish in the aquaculture area are not directly shelved, but are first "purified" for 10 days at the Tramy factory to remove the earthy smell before being transported to the supermarket for a fresher and more tender taste; Handmade black haired buns undergo secondary fermentation, and freshly made and sold products undergo several flavor adjustments. From filling ratio to cooking time, a standardized process is formed to ensure that "each batch has a unique flavor".

Online breakthrough: Deeply reaching young customers with "fast delivery+social interaction"

In the current era where young consumers are accustomed to placing orders on their phones and waiting for delivery, the online layout of offline supermarkets is no longer a multiple-choice question, but a survival question. Through the construction of an integrated online and offline service system, "Pin Shang Life" accurately meets the "convenience and socialization" needs of young customers aged 18-35, allowing "fresh home in 30 minutes"

In response to the characteristics of young people who are "too lazy to browse and afraid of trouble", "Pin Shang Life" has built a food delivery circle covering 5 kilometers, and achieved "online ordering and fastest delivery in 30 minutes" through the official WeChat mini program: the delivery range covers areas such as Xinjing Town and Hongqiao Business District around the western suburbs of Bailian, as well as youth concentration areas such as white-collar apartments and community residences;

Online products are synchronized with offline products, from fresh vegetables, freshly cooked food to snacks, all of which can be ordered with just one click, solving the pain point of young people who have no time to buy groceries after work; Relying on the mature cold chain logistics system of Tramy, equipment such as insulated boxes and ice packs are used during the distribution process to ensure the freshness of fresh products when they are delivered. High end seafood such as king crabs and lobsters also provide the promise of "still fresh at home".

Before leaving work, I placed an order on the mini program and received it when I got home, saving me the time to go to the supermarket. The dishes were still fresh and very convenient, "said Ms. Wang, a 95s white-collar worker working in the Hongqiao Business District at the store site.

The transformation of online channels cannot be separated from a precise grasp of young people's consumption habits. In terms of product design, "Pin Shang Life" specifically targets young people with "small portion, multi category, ready to eat" options: ready to eat cooked food such as sushi, salad, fried food, etc., ready to eat upon opening, suitable for office dining or late night snacks; This strategy of "same quality, same price, same product online and offline" breaks the bias of "poor quality of online exclusive products", especially when the elderly visit the store on site, guiding young customers to place orders online and encouraging them to dare to place orders online, forming a virtuous cycle of "offline experience, online repurchase". According to store statistics, on July 9th, the first day of the opening of the Pin Shang Life Supermarket, online orders accounted for nearly 30%, of which 80% were young users, confirming the attractiveness of online channels to young customer groups. Next, the store will further optimize the process for online customers.

The debut of "Pin Shang Life" is not only a "self-renewal" of Tramy Group, but also reflects the new trend of Shanghai's fresh retail market. Against the backdrop of Changning District's application for the pilot project of promoting the "15 minute convenient living circle in the city", this 5000 square meter supermarket fills the gap in the "commercial depression" in the western part of Changning.

The core of the final competition in opening a supermarket is actually the supply chain. When Tramy injects its 27 year industry chain accumulation into retail terminals, and when "the freshness from farmland to shelves in 2 hours, the cost-effectiveness of good products, and the convenience of" 30 minute delivery "form a joint force, it may provide a new answer for the fresh retail industry - beyond" rolling prices "and" rolling scenes ", it presents a new answer to the market with" rolling supply chain depth ", showcasing Tramy's new high-end image.