City'Super creates unique market value through differentiation

        As a leading supermarket brand in Taiwan, City'Super has reached a milestone of 20 years of operation in Taiwan this year and has been awarded the gold medal in the "Taiwan Service Industry Evaluation" by Commercial Times for 10 consecutive years. Along the way, we have always focused on high-end customers and created unique market value with high-quality environment, unique products, and delicate services.

        Exquisite supermarket combines "experience" to share food culture and convey lifestyle taste

                City'Super is committed to enhancing the shopping experience for consumers, introducing high-quality imported goods, cultivating high-quality customers with exotic cuisine (World Gourmet), and expanding its international exhibition activities by combining external resources from offices in various countries and Japanese county and city governments, such as the Canada exhibition, Hokkaido exhibition, and the Hirosaki products exhibition in cooperation with Far Eastern Department Stores, all of which are popular and distinctive performances. Develop a gift market (Gifting) with customized exquisite gift boxes, gift packaging, and fruit gift baskets, assisted by professional experts for selection and service, to meet the gift giving needs of top tier customers.

        In addition, continuing to operate the "Superlife Culture Club" for many years, City'Super regularly launches seasonal dishes and performances, such as sustainable canteens, wine tasting events, sake festivals, Iberian ham meat shows, and summer unique bluefin tuna cutting shows, bringing foodies a stunning journey of borderless cuisine.

        The differentiated models established by City'Super, which have accumulated years of consumer insights, offer services and innovative experiences that virtual retail cannot match. They also differentiate themselves from other supermarkets and showcase the brand's unique positioning.

        Advocating for sustainable coexistence through daily dietary practices with the original intention of creating a 'friendly environment'

                Given that sustainable demand has become the new norm, City'Super has integrated ESG into its operational thinking and collaborated with the Far Eastern Group Drive Team Innovation Office team to develop a sustainable action framework and model. They have optimized their products, processes, and services one by one, constructing a sustainable value chain from the place of origin to the home, and creating perfection through recycling.

        Moreover, in recent years, City'Super has adhered to the brand concept of "crafting a better lifestyle - a new form of refined living", continuously supporting environmental sustainability, quality and safety, and health claims, and has become a leading indicator in the industry. Through five action initiatives including "friendly farming" without the use of fertilizers/pesticides, "minimal additives", "local production", "low-carbon vegetable food", and "recycling" with non disposable packaging, we hope to increase the proportion of traceable fresh products to 100%. We also aim to establish an "ESG certification seal/organic/production and sales history fresh life zone" in our stores to continuously promote sustainable ingredients and assist customers in making responsible consumption choices. The City'Super collection of eco-friendly shopping bags, which VIP customers cannot resist, was developed by Hong Kong designer Alan Chan and Chen Youjian. This Christmas, it is expected to collaborate with renowned British designer Anya Hindmarch to launch fashionable shopping bags made of recycled materials, integrating circular management into daily life.

        Cultivate sales experts to provide differentiated shopping experiences

        Employees are the soul figures who transmit product knowledge. Through various touchpoint training, colleagues can personally experience unique products such as red wine, sake, cheese, Wagyu beef, and exotic food sauces. After internalizing personal experience, they can then become sales experts and drive consumer resonance. City'Super has group training resources and selects key talents to exchange and learn from Hong Kong, Shanghai, and Japan every year, bringing back the latest operating models, technologies, and service experiences, just to provide consumers with rich life proposals.

        Deepen member management and accurately convey brand value

        Over the past 20 years of operation in Taiwan, City'Super has accumulated a considerable number of "fans". Through the group's Happy Go and Super E membership data, it has a clear understanding of consumer groups and needs, and plans attractive exclusive activities. For example, in recent years, there has been a high demand for souvenirs, desserts, and themed products among the public. City'Super combines brand resources to jointly carry out theme marketing in both sides of the Taiwan Strait and the three regions, regularly holds discounts and experiential activities, and also uses store LINE groups to maintain relationships with main customers in the business district. Combined with delivery services, it enhances convenience and increases loyalty.

        Give full play to the comprehensive efficiency of the group, strengthen the integration of virtual and real services, and make it more convenient

        In order to enhance the integrity of shopping, City'Super integrates group resources, continuously expands online business channels through sharing customer flow and operational data, including: combining Far Eastern Department Stores online shopping, SOGOplus, friDay e-commerce platform, expanding sales scale, and meeting consumer needs with diversified combinations to create maximum customer value.

        Since the establishment of the first store in Ya Tung Department Store in 2004, "constantly seeking innovation and change, delicately grasping consumer needs, and creating the top supermarket with the most lifestyle taste" has always been City'super's unchanged business philosophy. Looking ahead to the future, our transformation will not stop, and we will continue to exceed customer expectations with a more resilient corporate spirit.

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