Strengthening Promotions and Payment Services in China

「Since its establishment, the company had worked to strengthen its operating foundation through various initiatives, including store revitalization, stronger products and digitalization, to generate earnings. However, customer traffic fell far short of expectations, and at a shareholders' meeting held on 17 May 2025, a resolution was passed to dissolve and liquidate the company.」

「In addition to joint events with local communities, the company strengthened community-based initiatives, including promoting the Red Hat Service, which supports customers by helping bag their purchases and carry them to the parking lot.」

「In its China business, イオンマックスバリュ(広州)商業有限公司 has continued working to increase sales and customer numbers, including by revamping the “Super Tuesday Market” campaign with uniformly priced products offering good value, expanding staffed sampling during the evening hours, which account for a high proportion of sales, and implementing measures centered on the ¥10 fixed-price campaign to increase the number of items purchased.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., the China business, the company continued working to increase sales and customer traffic through measures centered on increasing the number of items purchased, including strengthening the Tuesday and Wednesday Fresh Food Fair and weekend Super Weekend and adding new categories to the 10-yuan fixed-price campaign.」

「In addition to strengthening the Tuesday and Wednesday Fresh Food Fair, the weekend Super Weekend and weekday Fresh Food Morning Markets, the company continued working to increase sales and customer traffic through measures centered on increasing the number of items purchased, including price-focused promotions such as the 10-yuan fixed-price campaign.」

「As new sales initiatives, the company strengthened product sales tailored to different times of day, including weekday Fresh Food Morning Markets and MAX Evening Markets focused on menu suggestions alongside expanded sampling sales.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., the China business, the company worked to improve sales and customer traffic by strengthening product sales tailored to different times of day, including weekday Fresh Food Morning Markets and MAX Evening Markets focused on menu suggestions alongside expanded sampling sales, as new sales initiatives.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., the China business, the company worked to improve sales and customer traffic, centered on measures to increase the number of items purchased, including strengthening the Tuesday and Wednesday Fresh Food Fair and the weekend Super Weekend while movement restrictions arose unexpectedly during the COVID-19 pandemic. It also worked to control expenses through appropriate staff allocation and greater operating efficiency, and to strengthen the online supermarket business.」

「In イオンマックスバリュ(広州)商業有限公司, part of the China business, the company responded to changes in consumer behavior and the competitive environment during the COVID-19 pandemic by strengthening promotions that encourage store visits, including the “Fresh Food Market” on Tuesdays and Wednesdays and “Super Weekend” promotions, as differentiation from competing stores, expanding the introduction of TOPVALU products and continuing to strengthen the online supermarket business.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., the China business, the company responded to changing consumption trends, including the entrenchment of an at-home dining lifestyle and rising demand for neighborhood stores and online purchasing reflecting preferences for low prices, short distances and quick shopping, through measures to improve customer traffic, including thorough infectious-disease prevention, active introduction of AEON's Topvalu products and a focus on the online supermarket business,」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., the company worked to address dramatic changes in customer behavior and consumption trends during the COVID-19 pandemic by actively introducing AEON's Topvalu private-label products based on stable product supplies, installing contactless cashless self-checkout registers in all stores and strengthening the online supermarket business.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd. and AEON Maxvalu (Jiangsu) Commercial Co., Ltd., the company continued strengthening stores' infectious-disease prevention measures while working to create reasons for customers to visit, including enhancing fresh and ready-to-eat foods, expanding health-oriented products and responding to increased cost-consciousness. It also worked to strengthen the online business.」

「At AEON Maxvalu (Jiangsu) Commercial Co., Ltd., the company strengthened key products addressing growing price sensitivity, while working to expand online sales and renovate stores.」

「At AEON Maxvalu (Guangzhou) Commercial Co., Ltd., customer traffic grew at a double-digit rate year on year as the effects of new store openings combined with initiatives to increase card-member-driven traffic and product policies targeting the expanding middle-income segment. In the online business, both the number of orders and the number of items per order remained above the levels recorded in the same period of the previous year.」

「As digitalization rapidly spreads as a promotional tool, the company is shifting toward mobile promotions such as member pricing and category discounts, centered on approximately 400,000 card members.」

「AEON Maxvalu (Guangzhou) Commercial Co., Ltd. sought to support sales by implementing product policies targeting China's expanding middle-income population, while further expanding its points-card membership. It also sought to increase average spend per customer through weekend promotions centered on approximately 450,000 members, regular points campaigns and morning and evening markets.」

「In sales, we combined various campaigns, including 10-yuan uniform-price sales, centered on weekend campaigns and the Tuesday-Wednesday Market, to increase customer traffic and items purchased per visit and support sales. We are also building a loyal customer base through member pricing and bonus points centered on card members.」

「Mobile payments in China, including Alipay and WeChat Pay, continue to expand, and mobile payments account for more than 70% of transactions at the company's checkout counters. As digitalization rapidly spreads as a promotional tool, the company is shifting toward mobile promotions such as member pricing and category discounts, centered on approximately 400,000 card members.」

「In sales operations, during the second half the company shifted its promotional campaigns, featured products and standard products to an assortment suited to local characteristics, while working to improve its gross margin. In addition, as mobile-device cashless payment rates increased, it continued shifting toward clearer promotional methods.」

「イオンマックスバリュ広州(商業)有限公司 is working to increase sales by promoting regular campaigns, including the ¥10 fixed-price sale held at all 6 stores in June, including weekends, and by highlighting monthly priority products to increase the number of items purchased.」

「In sales, in addition to rolling out the Tuesday-Wednesday Market, a uniform-price sales campaign focused on strengthening weekday sales, we reviewed product assortments to meet the needs of surrounding trade areas and strengthened sales by increasing the point accrual rate for weekend shoppers.」

「In China, in addition to attracting customers through the established Tuesday-Wednesday Market and 10-yuan uniform-price sales, we increased the number of items purchased by featuring priority products in each section under the “Special Prices This Month” campaign, rotating the products covered each month and offering them at attractive prices. We also improved service functions, including by adding mobile payment functionality to accommodate the diversification of payment methods at checkout.」