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Regional public brand helps Lishui supermarkets nationwide

chinadaily.com.cn| Updated : Apr 20, 2021 L M S

The supermarket industry in the Liandu district of Lishui city – in East China's Zhejiang province – has a development history of nearly 40 years and businesspeople from there are estimated to have opened about 20,000 supermarkets of different sizes around the country.

However, small supermarkets face many constraints in terms of inventory procurement, product pricing, financial loans, brand promotion and the market competition is increasingly fierce.

In order to help small businesses, Liandu district set up the regional public brand called Liandu Mart in November 2019.

Zhao Jian, a villager from Liandu's Bihu town, has been running supermarkets for 21 years outside his hometown. On April 6, he took down the old name plaque of his supermarket in Yiwu city, putting up  the new plaque with the words Liandu Mart.

"The public brand has the municipal government's endorsement. I feel confident in the future development of my supermarket," Zhao said excitedly.

To date Liandu Mart has 10 franchised stores in Yiwu and more than 50 nationwide.

In addition, two financial units – the Liandu branches of the Rural Commercial Bank and China Construction Bank – were identified as cooperative financial institutions for Liandu Mart.

As a result, they will provide special financial products for the development of the brand.