The 'Tramy' model safeguards the continuous increase in production and efficiency of real estate and bulk agricultural products

In the past 10 years, the commercial landscape of fresh food marketing in Shanghai has undergone rapid changes, with various channel providers demonstrating their abilities around the fresh food consumption market with a population of 30 million. Both online and offline fresh food brand channels have embarked on the path of transformation and development relying on supply side structural reform. Some fresh food brand channels are short-lived, while others are steady and steady, presenting a situation of a hundred schools of thought competing and a hundred flowers blooming. The rapid expansion of "Tramy Fresh Food" offline stores and the combination of online and offline business models can be regarded as a refreshing trend, quickly establishing a brand image of a new urban life comprehensive service provider in the hearts of Shanghai citizens.

Entering the entrance of the comprehensive office building of Shanghai Tramy Green Food (Group) Co., Ltd. located in Sanzao Industrial Zone, Xuanqiao Town, Pudong New Area, the two left and right display screens are eye-catching. On the left is the "Tramy Fresh Food" large screen, which displays the real-time sales figures of 916 Shanghai direct operated stores and Jiangsu and Zhejiang stores. The sales figures for yesterday, 18.7 million yuan, and the predicted sales figures for the day, 19.26 million yuan, in the upper right corner of the screen, although not large in size, are still eye-catching. On the right is a super large monitoring screen composed of over a hundred small screens, divided into four major sections: planting site, express delivery, fresh food processing, and direct operated stores. It displays the company's industrial chain in real-time and all-round scrolling.

Tramy Group was originally an enterprise mainly engaged in the processing and sales of soy products. The company became famous for its modern processing and sales model of soy products. After moving to Xuanqiao Town in 2006, the company embarked on a growth path with brand creation as its strategic focus.

In the new situation of rebuilding the fresh food market marketing pattern in Shanghai, why can "Tramy Fresh Food" become a clear stream and inject the brand into the hearts of the general public? Speaking of this topic, Kang Cong, Assistant Vice President of the Group, recalled the company's business model innovation and branding process to the reporter.

In 2003, Tramy Group opened 50 soy product specialty stores in Shanghai, marking the beginning of Tramy's self operated brand sales terminal; In 2016, Tramy Group innovatively implemented the "Central Vegetable Market" terminal model, adding other fresh agricultural products in addition to soy products, and creating a supermarket like experience environment for citizens. That year, 15 Tramy Central Vegetable Market stores were opened. In 2018, Tramy Terminal transformed into "Tramy Fresh Food" community convenience stores, and by 2019, the number of "Tramy Fresh Food" community convenience stores had reached 260; In 2019, Tramy Group implemented another new model - "Tramy Fresh Food" online and offline integrated stores. As of now, "Tramy Fresh Food" stores have reached 916 in Shanghai, 34 in Jiangsu, and 52 in Zhejiang.

916 stores mean an average of 57 Tramy stores in each of the 16 districts in Shanghai. These community fresh food stores, with a unified image, sell fresh food around community residents, and their locations naturally have visibility. Compared to other fresh food brand channels, the superior geographical location and unified and dense image of "Tramy Fresh Food" have naturally attracted the attention of Shanghai citizens.

However, can Shanghai citizens willingly pay for fresh and delicious food? After all, fresh food brand channels such as Hema Fresh and Dingdong Maicai have been deeply rooted in the community for many years, and their source direct procurement and supply chain foundation are not inferior to that of Tramy Company.

Recently, the reporter walked into the Tramy Fresh Food Supermarket located in Yaolu Village, Xuanqiao Town. This is the first "Tramy Fresh Food" fresh food store opened in a pure rural area. Although the area and space are not large, the products in the store are rich enough. In addition to fresh foods such as meat, fish, vegetables, and fruits, there are also a wide range of grain, oil, seasonings, and daily necessities. The villagers who came to purchase were very proud of having such a beautiful fresh food store in their village. They generally believed that they no longer needed to go to the town to make purchases.

For this purpose, the reporter inquired about the product structure and the sources of fresh produce from Tramy Group.

Unlike other fresh food brand channels, the product structure of "Tramy Fresh Food" stores is similar to that of supermarkets. If the sales products of more than 900 stores are classified, bean and noodle products, fruits and vegetables, meat, poultry and eggs each account for 30%, and milk, beverages, etc. account for 10%. For each store, order based management is adopted.

In the digital age, it is not difficult for each store to achieve order based management. The challenge is to ensure that the supply chain does not fall off, especially for fresh food, to maintain stable supply and quality. For Tramy Group, soy products are self-made and there is no problem with stable quality assurance supply. Vegetables and fruits account for 30% of the quantity, how can we ensure this?

In 2012, Tramy Group established Shanghai Tramy Agricultural Technology Co., Ltd. and built a 500 acre vegetable planting demonstration base in Xuanqiao Town. Since then, Tramy has extended its industrial chain to the planting end and has been unstoppable. In 2018, a 1700 acre high standard facility vegetable planting base was established in Pudong. As of now, the self operated high standard vegetable base in Shanghai has reached over 10000 acres, with an annual output of 120000 tons of real estate leafy vegetables.

Tramy Group's entry into the agricultural sector is not for profit, but to drive high-quality development of the agricultural industry and increase farmers' production and income. The company's development has received strong support from governments at all levels, especially in Pudong, and has achieved explosive growth. It is our obligation and responsibility to give back to the countryside and participate in rural revitalization, "said the relevant person in charge of Tramy Group.

Since the establishment of the first vegetable base by Tramy Group, the reporter has been paying attention to the company's expansion in the primary industry. Information obtained from various channels shows that, as Tramy Group has stated, participating in Pudong rural revitalization in various ways while driving surrounding farmers to increase production and efficiency does not seek profits. Not only does it not seek profits, but it is also very willing to innovate and practice in strengthening rural collective economy, supported by the establishment of "Tramy Fresh Home" stores and Tramy Rural Talent Apartments. At the same time, Tramy Group has also assisted in rural revitalization across the country through direct and joint procurement of fruits, vegetables, fish, and meat products, forming over 500000 acres of extended bases.

Why does Tramy Group have such a strong sense of participation in rural revitalization? Feng Xin, the mayor of Xuanqiao Town, revealed the mystery with one sentence: Xuanqiao Town has two major business cards, one is the Wildlife Park, and the other is the Tramy Group.

It is precisely because Tramy Group is regarded as one of the two major business cards of Xuanqiao Town that in the process of integrating primary, secondary, and tertiary industries, Tramy Group has enjoyed preferential policies in land use, taxation, talent, and other aspects required for development in the first place. The resources and financial support required during various transformation periods of the company can be in place as soon as possible. Otherwise, not to mention providing 200 acres of construction land in the industrial park, the parking and refueling land for over 600 cold chain vehicles cannot be solved.

The expectations of governments at all levels have not been disappointed. Last year, Tramy Group contributed 223 million yuan in tax revenue, solved a large number of labor problems, and made various efforts to revitalize rural areas in Pudong and Xuanqiao. The win-win effect is very obvious, "Feng Xin said.