Better Life

Founded in 1995 Better life has managed quiet a sucessful expansion with over 420 stores and even bought Nancheng the largest retailing company in 2014. Today Better life is situated among the Top 10 retailers of FMCG in China. Better life group is a Chinese group whose main activities are related to retail chains and B2B wholesaling, finance, supply chain, merchandise trade and e-commerce. The group manages supermarkets and hypermarkets ; named Super-mart and Hyper-mart and holds a leading position in Jiangxi province.These type of store formats account for 452 in total, wharehoused in 600,000 square meters. The group also provides online retailing activities under the name of Smart monkey.

Smart monkey covers 12 categories on its website, including:

• Fresh food
• Packaged food
• Imported products
• Personal care
• Baby products

Other diversified store formats are:

• Shopping malls
• Electronic stores
• Commercial real state
• logistics facilities

The global procurement strategy aims at covering 6 overseas branches :

• Germany
• Korea
• United States
• Australia
• Japan
• New Zealand

E-commerce

Created in 2013 with the partnership of BBG offline stores, the onlline retail section of Better life is involved in the following categories: 

• Fresh food
• Imported food
• Maternity products
• Beauty & personal care 
• Electrical equipments
• Household products
• Nutrition & Health care
• Accesories

Food Business

BBG food business unit's main goal is to develop retail chains. The year 2015 witnessed the establishment of 2 retail chains formats:

• Super-mart
• Hyper-mart

BBG Department stores

• With 15,000 SKUs to choose from, BBG already owns 43 department stores and now projects to open up 3 more shopping malls.

Nancheng Department store

• Nancheng was introduced to the BBG group in the year 2014 and created the outlets store  Hunan and Yunnan.

Appliance

• With 63 appliance stores, BBG E-mart is third most important activities of the BBG Group. Working closely with 500 suppliers, BBG appliance stores provide 100 renowned brands to customers.

Convenient store

• Huimiba is the name of the convenient store established by BBG group. Based in Hunan the convenient store aims at providing to its clients packaged food, food necessities and even services such as printing, photocopying, free hot water, free local call etc.

Catering

• The catering department handles restaurants of the BBG group. Restaurants bears the name of TaiChu and first opened its doors in 2009.

Logistics

• Yuntong logistics service has 1000 employees and the warehouse covers 120,000 square meters. There are a total of 500 vehicles equipped withh different temperature ranges.

Seeing

• Having a factory of 8600 square meters, this department is reponsible for the production of foods. 

Mister Bread

• Mister Bread deals with the bakery section. Indeed food items such as cakes, beverages and bread are produced. There are even private labelled products such as : Davidson, Qilele and Mister Bread.

The company implemented the private brand strategy as they want to develop the private brand further. The firm follows the 4P policy of imported products which are as follows:

• Price - After analyzing the cost and market, the firm fixes a competitive price.
• Product - The concept is that the product should be of good quality but sold at a low price.
• Place - The company has the possibility to sell both online and offline.
• Promotion - Products are advertised through online and offline medias.

Indeed, the objective of the firm is to achieve the leading market share in South west China by the year 2020.