RETAIL: Metro China the “star” retailer with high environmental performance

New brand strategy and strong sustainability focus keep Metro China is a good example where strong sustainability focus a reference retailer. Metro presence in China dates back to 1996, when the first store was opened in Shanghai. Metro China Group (MCG) counts today with a business network of over 100 stores, extended to 60 Chinese cities. It counts with +20 million customers and 11,371 full-time employees. After operating on the Chinese market for 28 years, MCG is now established as wholesale and retail leader. In 2019 Metro AG group and Wumart Technology Group reached a strategic cooperation agreement, which allowed Wumart Technology Group to acquire 80% of the shares of MCG. Wumart thus became the controlling shareholder of MCG. In November 2023 Wumart acquired the remaining 20% stake of MCG.

New brand strategy since 2021

MCG launched a brand-new image and strategy, pledged to offer high-quality products and services for upper-middle members and business members. MCG is committed to provide more members with accessible quality products. Among the 9 awards won in 2023, MCG was recognized the “Most Influential Supermarket Brand” in China. MCG is the only retail enterprise in China that has all its stores HACCP-certified.

Star Farm a unique agrifood traceability system

Metro China was one of the first retail enterprises in China to invest in the establishment of a traceability system. It counts today with +6,000 food produced developed by “Star Farm” system, a unique and independent third-party food traceability system, which is equivalent to international standards like GLOBALG.A.P.  It was created by Metro China in 2007 to control all the value-chain with full transparency, under the third-party certification of SGS. All product traceability information is available by scanning the QR code of the produce with wechat. Over the previous 16 years Star Farm inspectors have trained more than 1000 suppliers, 8,500 factories, 50,000 food practitioners and 30,000 farmers.

High environmental performance, digital supply-chain

After installing the Intelligent Energy System (IES) in its 100+ stores, MCG group estimates to have saved 3,5% electricity and 4,3% water in 2023. It also avoided the waste of +90,000 carbon boxes by using returnable crates. MSC counts today with 33+ organic and eco-friendly references.

MCG implemented in 2023 its digital Transportation Management System (TMS) in seven warehouses nationwide. It enables drivers to swiftly complete transactions via dedicated app upon reaching the destination. MCG estimates it improved around 30% of efficiency with the warehouse deliveries. MSG continues to build a fully digital supply chain and supplier data dashboard.

“Green consumption, Low-carbon Life” pilot campaign in Beijing

A green-life seasonal campaign themed "Green Consumption, Low-Carbon Life" was unveiled for the first time at Metro Beijing stores. They launched activities in different forms and encouraged more consumers to enjoy a green life through the carbon inclusion incentive mechanism. Consumers could log in to the "Green Life Season" mini-program and click "Redeem" to redeem their green bonus points for four equity products, which could be used in all Metro stores in Beijing. Consumers purchasing products from Metro stores and labelling our stores on their phones could get 100 green points every day. MCG also set up green slogans in stores' conspicuous locations to raise awareness of emission reduction and low-carbon green habits.