The retail landscape in Shanxi province has evolved beyond traditional "shelf-based" models, moving from a product-centric to a consumer-centric approach. The shift is characterized by "minute-level convenience", "community-focused services", and "immersive fun" .

Local supermarkets are the backbone of instant retail. MeetAll, a well-established brand in Shanxi, has integrated "instant delivery" with its physical stores through the "MeetAll to Home" service. Customers within a 3-kilometer radius can enjoy free delivery on orders over 38 yuan ($5), with delivery times as fast as 29 minutes in key areas.

Community shops have become "neighborhood convenience hubs". A small supermarket in Xinghualing district uses community WeChat groups to boost online sales. The owner said, "For elderly residents with mobility issues, we deliver essentials like soy sauce and salt right to their doors. Online orders now account for half of our total sales."

Consumers shop at the first JD MALL in Shanxi. [Shanxi Economic Daily]

The JD MALL, which opened its first Shanxi mall in August, offers consumers an engaging "technology experience". The 40,000-square-meter space features a variety of themed zones for hands-on exploration: the gaming area displays top-tier ROG peripherals, while smart home model rooms let visitors experience intelligent living.

Shanxi's first Suning.com MAX store, also spanning over 40,000 square meters, has become a "city lifestyle landmark". In addition to selling appliances, it offers amenities such as a cinema for the latest movies, a fitness area for yoga sessions, and a dining zone where visitors can enjoy authentic Shanxi knife-cut noodles, truly providing a "one-stop shop" experience.

Shanxi's innovative retail model is altering consumer shopping habits and driving local brands to innovate, fostering a competitive and dynamic industry ecosystem, and opening up future growth opportunities.