Wuyue Central China × YAS Supermarket: The Value Coexistence Behind a Commercial ‘Grand Performance

The Evolution of Commercial Development: Wuyue Central China × YAS Supermarket—A Grand Commercial ‘Performance’ Based on Value Coexistence.The development and transformation of business are like an endless, ever-evolving drama, where the real “veteran actors” always manage to perform fresh and innovative plots on familiar stages. This is precisely the philosophy of Wuyue Commercial Management’s Central China region (hereafter referred to as Wuyue Central). Through continuous thought and exploration, they have been staging impressive commercial “performances” in cities. On September 13, a much-anticipated commercial “performance” was unveiled—Wuyue Central and the well-known retail enterprise YAS Group from Hubei officially signed a strategic cooperation agreement.According to the agreement, YAS Supermarket will enter Hunan for the first time, with new stores set to open in the Wuyue Plaza locations in Changsha Songyahu, Changsha High-Speed Rail, and Changsha Ningxiang. Wuyue Central, as a key player in the region’s commercial deepening, has already established a commercial cluster with 23 Wuyue Plazas across Hunan, Hubei, and Chongqing, continuously empowering regional consumption through multi-city, multi-layered operations.

YAS Group, with nearly 30 years of retail experience, has opened 47 large supermarkets in Hubei, known for their unique brand charm, high-quality products, and services that are highly loved by consumers. This strategic cooperation is not only an integration of commercial resources but also a deep alignment of brand values and development philosophies.As the industry enters a new cycle of refined operations, the relationship between malls and brands is shifting from simple physical aggregation to value co-creation and deeper coexistence. Just like YAS’s mission of “Opening a New Wonderful Life” aligning with Wuyue’s “Making Happiness Simple,” the alignment of “beauty” and “happiness” on the value spectrum is a crucial step toward building long-term, deep cooperation. For Wuyue Central, this signifies a strong commitment to “renewal and change” by introducing high-quality, differentiated brands to create a commercial moat. For YAS, it’s a key step in expanding beyond Hubei and achieving regional growth.As part of the agreement, YAS Supermarket’s three stores in Hunan will follow a “store-specific strategy.” The Changsha Songyahu Wuyue Plaza store will focus on “Your Quality Life Steward,” emphasizing high-quality lifestyles. The Changsha High-Speed Rail Wuyue Plaza store advocates for “Ideal Living Close by,” highlighting the multi-dimensional advantages brought by the transportation hub.

The Changsha Ningxiang Wuyue Plaza store focuses on “YAS Equals Cost-Performance,” striving for higher quality at the same price, and better prices at the same quality.Liu Hai, General Manager of Wuyue Central China, stated: “The strategic partnership between Wuyue Central and YAS Supermarket is not just a business agreement but a testament to Wuyue Central’s commitment to local roots, continuous deepening, and innovation in responding to the people’s pursuit of a better life with quality commercial offerings.” Xiao Yu, Chairman of YAS Supermarket Group, expressed excitement over the collaboration: “We are honored to join forces with Wuyue Central and bring YAS’s vision of ‘Opening a Wonderful New Life’ to Hunan. YAS will continue to co-create a new chapter in commerce with Wuyue Plaza!”Expanding Against the Grain: YAS Supermarket’s Strategy for Regional Growth.As the retail industry’s evolution accelerates, YAS Supermarket is still in the spotlight, continuing to expand even as many supermarket chains slow down or retract. Originally from Yichang, Hubei, YAS Supermarket was founded in 1992 and has grown into a comprehensive enterprise with interests in supermarkets, restaurants, logistics, clothing, department stores, children’s products, hotels, and real estate. In 2007, YAS joined the international SPAR network, becoming the third member of the SPAR system in China.

In 2015, they adopted the “Pang Donglai Model” to successfully adjust their operations and offer outstanding consumer experiences, earning them titles like “China’s Most Beautiful Supermarket” and “China’s Leading Supermarket.”YAS’s expansion strategy follows a clear path: “deep cultivation in Hubei, regional expansion, and breaking through provincial borders.” As of now, they have opened 47 supermarkets in Hubei, with plans to extend into Hunan and Jiangxi by 2025. The company’s growth is not merely due to an increase in the number of stores, but also a result of a high-quality, profitable model. YAS reported 20 billion yuan in sales in 2022, projected 25 billion yuan in 2023, and anticipates surpassing 30 billion yuan in 2024. Their target for 2025 is 50 billion yuan, aiming for a “100 Billion, 100 Store” milestone in the next three years.The signing of the three new stores in Hunan is a key step in achieving their goal of opening 10 new stores this year, marking the start of their provincial expansion. This is not the first time Wuyue and YAS have collaborated. In 2022, they worked together at Wuyue Plazas in Yichang and Xiantao, Hubei, creating benchmark stores in the province with their precise market positioning, quality product supply, and service experience.Art and Commerce: The Aesthetic Strategy of YAS Supermarket.YAS Supermarket’s “beauty” is deeply rooted in the artistic background of founder Du Xiaoyi.

Du, who has a background in oil painting, has brought his artistic sensibilities into the store’s design, lighting, and product display. YAS Supermarket is driving the systematic infiltration of art into modern commercial spaces. When consumers enter a YAS store, they not only experience the unique local culture but also immerse themselves in a rich artistic atmosphere. This resonates particularly with younger consumers, who now visit supermarkets not only for shopping but also for the experience of the environment, often capturing moments for social media.YAS’s supermarket dining sector, which includes fresh food preparation and small dishes, is a key driver of the brand’s expansion. By integrating restaurant-style offerings, YAS Supermarket has strengthened its position in the market, making dining a core element of the shopping experience.The Role of Supply Chain and Private Label Brands.YAS Supermarket has established a competitive advantage by focusing on an exceptional supply chain that balances cost control and quality assurance. This enables them to continue offering high-quality products while maintaining competitive pricing, which attracts consumers and enhances brand loyalty. Additionally, YAS has developed over 1,000 private label products, with some stores seeing private brand sales contributing 30% of their revenue.

This combination of an optimized supply chain and a strong focus on private label products has created a solid foundation for YAS’s ongoing expansion and replication.Building a Commercial Ecosystem: Wuyue Central’s Long-Term Strategy.Since its first project in Changsha, Wuyue Central has successfully developed 23 Wuyue Plazas across Hunan, Hubei, and Chongqing. Currently, in cities like Changsha, Chongqing, and Yichang, Wuyue Central has developed 19 shopping centers, with more projects in the pipeline. Wuyue Central’s continued focus on deepening local connections and iterating its services has contributed significantly to the region’s commercial vitality.For example, the Wuyue Plaza in Changsha Songyahu is a flagship development that integrates eco-friendly design with commercial space, while the Changsha High-Speed Rail Wuyue Plaza is upgrading its experiences with brand refreshes and community engagement. Similarly, the Changsha Ningxiang Wuyue Plaza focuses on local culture while upgrading its services for an improved customer experience.Looking ahead, Wuyue Central’s role in creating integrated, thriving commercial ecosystems is poised to continue. With partnerships like those with YAS Supermarket, the focus is on aligning the needs of consumers with space design, offering a rich, immersive experience that will drive future growth.