New Shanghai seafood chain store lends hand to state-run fishing firm

Shanghai Fishery Group Co. (SFGC), one of China’s state-run fishing giants, has begun supplying a new chain of smart-chic seafood stores opened by a fellow state enterprise in China’s wealthiest city. It’s the latest in a continuing effort by the company to tap the higher-margin, downstream end of the market.

Last month marked the opening of an outlet of ‘Lu Di’ (G-Super) stores at the Rui Hong Yu Liang mall on 188 Rui Hong St in the prosperous Shanghai district of Hongkou. Styled like a Western, high-end grocery store with shiny-white wall tiles, chalkboard price lists and serving suggestion cards, the new Rui Hong store is one of three that real estate developer Greenland Group has opened in Shanghai over the past 12 months. The Shanghai government is a majority shareholder in Greenland, along with SFGC. Greenland hopes to have 10 of the stores operational across the city by the end of 2017.

Advertisements in-store invite customers to taste “deep-sea” and “high-quality” as well as “long-distance” seafood. Getting its products into more high-end stores is part of the company’s current five-year development plan, noted a statement from SFGC, which also controls the Shanghai Kaichuang fishing group.

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