I'm used to going to Walmart in my free time to see if my favorite products are on the shelves, only to find that the stores I often visit have withdrawn. After calling to ask, I found out that it had moved away. I had no choice but to go to the Wukesong Walmart Supermarket in Haidian District. Since it is not a holiday, there are few people in the supermarket. Coupled with the impact of the epidemic, people are reluctant to go shopping, so online shopping has now become the choice of most people.

      Speaking of Walmart (Sam’s Club), it can be said to be a household name in the Chinese retailing market. Since its first supermarket and Sam’s Club opened in Shenzhen in 1996, it occupies an area of the largest scale and selected brand products. Rich and unparalleled marketing methods and lively marketing experience on the spot undoubtedly bring an exciting and fashionable sense of consumption for consumers who have lived in China for a long time.  When the first Walmart (Sam's Club) store opened, the crowd was unprecedented, and this situation has been maintained for a long time.

      The continuing epidemic has dealt a severe blow to the global economy. Tourism, commerce, and industries where people are likely to gather and communicate all wear protective masks, and commercial retailing industry and department stores are even more affected. Many smaller business entities have been eliminated by the cruel reality in this round of the epidemic crisis.

       Witnessing the commercial transformation of China's urbaniza-tion construction and development, we have to mention our Daguan Advertising Company briefly here. In the mid-to-late 1990s, Shenzhen Daguan Advertising, which was sharp in marketing planning and quite active in Shenzhen as well as the real estate industry in China, and especially good at successful commercial real estate planning. From the successful commercial real estate planning, the self-owned marketing of the first commercial podium supporting operators of residential and office buildings to the innovative transformation and investment planning of the old commercial streets, Daguan Advertising has officially entered China’s early commercial shopping malls and commercial majors. The stage of early market planning and later investment planning; the idea of renting and returning to the ancestors has successfully promoted the value concept of commercial investment. It has not only solved the rare plight of commercial real estate funds in a timely manner for the business that meets the needs of self-use at the time, but also opened up a new investment channel for China's few investment markets.

      Throughout the history of Chinese commerce, the prosperity and prosperity of the past dynasties have regarded the development of commerce as an important part of it, from the "famous commercial center" in the pre-Qin Dynasty to the world-famous "Road and Marine Silk Road" in the Han Dynasty, and the commercial prosperity of Sui, Tang and Song Dynasties. Their commercial value was indispensable.

       The rapid development of China’s urbanization process has brought greater demand for business and international business formats. International exchanges and insights have expanded the acceptance of more business consumption concepts by the Chinese consumer group. According to online data, before the 1990s, Chinese retailing market has long maintained a single pattern of department stores with a market share of more than 60%.

       Since opening to the outside world, with the changes in con-sumer demand and the intensification of competition in the retailing market, new retail formats such as large-scale comprehensive supermarkets, supermarkets, convenience stores, specialty stores, home centers, and warehouse malls have developed rapidly in China, becoming the main driving force for the expansion of the industry. In the past 10 years, China's retailing industry has completed the 150-year business history of foreign retail industry, and almost all of the more than 20 business formats formed by western developed countries after 8 retail revolutions have appeared in China.

        Daguan Advertising is fortunate to take the lead in participat-ing in the business format planning and investment promotion of the internationally advanced business operation concept city Mall and the innovative city complex. It is well aware that the entry of the main brand stores represented by Walmart and others will affect the successful investment promotion and future business of commercial projects. Operation brings brand value and marketing power is of far-reaching significance.

       Among the projects that participating in the planning new urban areas, commercial functions are still one of the main choices for the city's core competitiveness in the future. International modern cities and commercial buildings represented by Shanghai, Beijing, Guangzhou, and Shenzhen are lined up next to each other, with a dazzling array of commercial showcases. For the current policy planning, urban residential land commercial ratio should not be higher than 8%. An inch of land means an inch of gold.

       Take Beijing as an example, in the early days, the commercial districts represented by Wangfujing, Qianmen, Xidan, Di'anmen and Gulou were crowded with people every day. Although the expansion of the city later formed business districts like CBD, Chongwenmen, Gongzhufen, Fuchengmen, Muxiyuan, Zhongguancun and Chaowai, it still cannot meet the needs of people who see Beijing as capital of China and a well-known international city as well as an international and traditional commerce center.

        Regarding the business achievements that China has gathered over the years and the impact of the global business, how to protect the main business confusion brought about by the impact of this wave of epidemics is worthy of deep consideration. It is also a topic worthy of attention in the area of global brand business.

       The rapid development of Internet commerce in recent years has brought a huge impact on traditional shopping habits, but the escalated situation left behind it truly shows the normal reflection of people after cooling down. The traditional face-to-face shopping business model is still the mainstream of social consumption. The imprint of the times cannot obliterate people's long-standing habits and cognitions. What people usually call go shopping, including go shopping at supermarkets or at shopping center, is actually a way of life around us. It is one of the best ways for people to interact and communicate with each other, to understand the fashion trends of today's world, and to relax with friends. With the improvement of the epidemic situation, the recovery of the economy, and the normal operation of international exchanges and trade, the recovery of the retailing industry is just around the corner.

       It can be said that store-commercial business model is an indispensable part of the circular economy. It is an important business entity that gathers popularity, drives effective employment, and promotes business development. The economic downturn temporarily makes some product manufacturers participate in the direct choice of consumers, but in the long run, the important role of large-scale integrated commercial operations is still the top priority. From business location selection to overall image design, reasonable competitive selection of product formats, organizational management and effective branding marketing and publicity is still a key choice to drive the quality interaction between the product manufacturing industry and consumers. The epidemic has brought a continuous impact on the business of the entire world, but as an important part of urban prosperity and rejuvenation, and an indispensable part of people's lives, it should be time for the voice of business protection to get enough attention from city operators and managers.

       On the ranking of 2021 "Daguan · Keweiwei World Brand Value Top 900", Walmart ranked 24th with its brand value of 675.504 billion RMB.

       Walmart, as the representative of today's commercial retailing industry, has played an important role in the overall transformation of China's retailing business. But at the same time, Chinese commercial business is of deep culture richness also brought more thoughts on quality consumption during the competition with Walmart (Sam's Club) and other international businesses in Chinese market. The homogenization of the brands of goods on sale has become a competitive problem that many commercial retailers in China urgently need to solve.

       Walmart has always insisted on helping people save money and live a better life to win the favor of more families. No matter when and where, there are all kinds of low-priced products every day. EDLP is the cornerstone of Walmart’s strategy. Its focus on price has never been so strong. Walmart International has fulfilled this promise by bringing value and convenience to millions of customers in 23 countries.

       With a unique global perspective, Walmart enables people to see connections that others can’t see, bringing innovation to the market and making customers’ lives easier. In addition, Walmart is also establishing a strategic partnership through equity investment to support the company's core business.

       Walmart has become the world's largest retailer with its tenacity and persistence through 50 years of persistence in business and operation. It is worth exploring and learning. Walmart has opened thousands of stores in the United States and has expanded internationally. Through innovation, a seamless experience is being created, allowing customers to shop online through mobile devices and online stores anytime, anywhere.

       Create opportunities to bring value to customers and commu-nities around the world. There are nearly 1.6 million employees in the United States alone. Approximately 220 million customers and members visit approximately 10,500 stores and clubs and e-commerce sites under 48 banners in 24 countries every week. Walmart’s revenue in fiscal 2021 reached 559 billion USD and it has more than 2.3 million employees worldwide.

      Walmart continues to maintain its leading position in sustain-able development, corporate philanthropy as well as employment opportunities. This is part of Walmart’s unwavering commitment to creating opportunities and bringing value to customers and communities around the world. Walmart defines culture as values in action. To provide excellent customer service, create a good front-line working environment to improve performance and customer always comes first: to listen, predict and serve the needs of customers.  

       Since Walmart opened its first supermarket and Sam's Club in Shenzhen in 1996, it has been part of the modernization process of China's retailing industry. Now as a leader in omni-channel retailing, providing services to communities across the country. Providing "carefree" pricing and product bundling to adapt to the changing of customer lifestyles. As the new era of omni-channel convenience is ushered in, Walmart will continue to be committed to operating responsibly and helping colleagues and customers in the communities where it operates to create a better life.

       Walmart is also well-known in China for its innovation. It was one of the first companies to launch smartphone mini-programs. The store was one of the first to provide online ordering and fast delivery with special expertise in fresh food. It is also the first to use blockchain for food traceability, enabling customers to obtain detailed information about the origin of the product, transportation history and etc.   Through its Omega 8 program, it will continue to innovate for the future together with China's cutting-edge retail technology start-ups.

       Walmart.com has over 100 million unique visitors every month and this number keeps growing every year. Through innovations such as online grocery picking, Next Day Shipping and a series of online apps, it provides customers with more ways to save time and money, while reimagining how digital shopping and physical shopping can actually work together. Walmart U.S. e-commerce is creating an experience that allows customers to shop anytime, anywhere so as to provide customers with what they want when they want it.   

       Sam's Club has successfully influenced the new model of the world's retailing industry, and its innovation has driven the value of high-end brands in the industry.

        Sam Walton, the founder of Sam’s Club, helps small business owners save a lot of purchases of goods. Nearly 600 Sam's Clubs in the United States, more than 200 international clubs, SamsClub.com and mobile apps provide services for families and entrepreneurs. It not only brings unexpected surprises to members anytime, anywhere. It also meticulously plans high-quality fresh food and membership items, provides market-leading technology and quality professional services, and drives a new mode of retailing consumption in the world today. Sam’s Club in China offers thousands of high-quality products for in-store, in-app, and online sales, and many products that can’t be found elsewhere, and provides unique shopping, dining and entertainment experiences.

      Walmart China actively pays attention to women's economic rights and children's food safety and nutrition. With the achievement of the zero-emission target in 2030, invest in energy efficiency and integrate sustainability in the entire supply chain. The expertise and resources used to support local issues, from hunger and education to disaster relief. In 2016, the Walmart Food Safety Cooperation Center was established to promote food safety innovation and education in China.

     Walmart's own unique brand, Walmart distribution center,  efficient e-commerce services, and Walmart’s strong transportation forces have always been an effective guarantee for its brand’s core competitiveness.

         Based on the above basic information from Walmart’s official website, our analysis of Walmart’s outstanding corporate brand value also recognizes that it uses its own advantages with global responsibilities to continuously create differences and increase economic opportunities. Fully promote the influence of its own brand on consumers, and focus on the broad development of the world's future retailing industry. 

         At the same time, we are also concerned that Walmart recently announced the launch of a delivery service called GoLocal, which will deliver goods from other local retailers to consumers. The company said it expects to start the service at the end of 2021, and the delivery fleet will include new technologies such as self-driving cars and drones.

作者：Song Jinhong