Shanghai First Provision Chain Development Company Limited (Shanghai First Food Store) locates in Shanghai East Nanjing Road Pedestrian Street, which is known as the "First Street of China". It is one of the main stores under the leadership of Shanghai First Provision Company Limited. Now, we have passed the ISO 9000 quality system certification and we are the first retail service enterprise getting HACCP certification.

As the platform for the development of First Food's retailing industry, the company is consumer-oriented. Relying on its own brand, and a unique understanding of the food business, the company has built a new business management system. The original business models have been developed into a large modern retail food chain with multi-brand and multi-store. It has developed from the regional brand of Shanghai to a multi-regional high-end food retail brand.

Modern food retail specialty shop uses the brand of “first food". Now it has many stores such as East Nanjing Road shop, Xujiahui shop, Meilong Road shop, Changning Road shop, Yangpu shop, Quantu Huaihai Road Store, which is spread all over the business region of Shanghai.

Brand chain uses "sea flavor" food brands for tourism development platform, operating specialized brands and establishing tourism food chain shops in tourist centers such as Shanghai Oriental Pearl TV Tower, the JinMao Building, Shanghai Pudong maglev train stations and etc, in a bid to become the most influential leading brand within the professional scope.

Establish food processing base, now it has owned XinRong Company dealing with the North-South goods, Lijier Company dealing with halogen foods and cakes, as well as Deemsun Company. The aim is to provide fresher, delicious food, and better match the retail development through the integration of processing enterprises.

In accordance with the municipal government's function orientation and upgrading in the city's new round of the deployment, based in Shanghai, First Food is going to the Yangtze River Delta and make radiation all over the country to implement the retail brand strategy in a bid to achieve the strategic goal of becoming "national food retail brand," the world's food brands landing center, gathering centers and radiation centers, as well as the 365 days Food Expo.

First Food originated from the First Food Shop in 1954and enjoyed "the old Chinese famous brand" reputation, renowned at home and abroad. Its predecessor was "The First Retail Outlet in Shanghai, China Autochthonism Company." On January 9, 1952, it opened at the former site of "New New Company", one of the famous four companies in Shanghai; in April 1st, 1954, it was renamed as "The First Retail Outlet in Shanghai, China Food Company." This is the origin for the general public to refer to the First Food Shop by Food Company; in November 3, 1959, it was renamed as "The First State-run Food Shop in Shanghai" and this name is used up till now.

1998 -2002 is a stage of rapid development for the first food; through the concept of service, first food has created "perfect fresh new "operating characteristics.

In 2002 the first food shop introduced the separation of shops and company. The shop constantly introduces known brands of fashion area and on the whole, formed food retail-oriented and leisure and entertainment as supplement, consumption and leisure, cultural and business center, in close connection with the operation of an integrated leisure travel patterns.

2004 marked the 50th anniversary of the shop. The company not only reconstructed East Nanjing Road Shop, but also took steps of chain management and set up a special unit for the management and development of the first retail food trading company. After the capital increment in 2006, it is renamed as Shanghai First Provision Chain Development Company Limited.

• On February 8, 2007, First Food Shop Yangpu Branch, the largest food metropolis opened for business
• On September 29th, 2006 to October 20th, hold the first bright Food Festival
• On August 1, 2006 opened 800-820-9777 free customer service hotline
• In July 2006 the first food chain Limited's capital has been increased to 50 million
• On March 13, 2006, together with Huangpu District Quality Control Association, National Food Quality Supervision and Inspection Center (Shanghai) the company signed the "build quality technical service agreement"
• On November 25th, 2005, the opening ceremony of "China's 100 longevity flying dream -Rugao first tonic food festival" was held at Century Square on Nanjing Road. Huang Lixin, deputy governor of Jiangsu Province, Mr. Zhou Tieyin, deputy secretary of Rugao CPC Committee, Mayor of Rugao and other leaders at various levels, attended the opening ceremony and made a speech. The company's party secretary Liu Haibo attended and made a speech.
• On September 17, 2005 Changning shop opened.
• On June 16, 2005 the first food and Wanda Group signed a joint development agreement.
• On January 18, 2005 Meilong road shop tested business, formally opened on January 22.
• On the afternoon of January 4, 2005, Huang Guancong, vice chairman of the shanghai CPPCC, attended the opening ceremony of the Italian Food Festival and made inscription for the first food shops "food world."
• On September 26, 2004 trial Xujiahui shop business, officially opened on October 30.
• On June 1, 2004, with the Shanghai Municipal Bureau of Quality Supervision, Quality Association, Products Inspection Center, the company signed an agreement to build the quality of the food safety project.

2006：

• "Shanghai famous brand enterprise"
• "Chinese commercial service brand"
• "Nationwide customer satisfaction commercial enterprise"
• "National Top 100 retail food commodities," "most trusted chains by the public."
• "Top 100 enterprises in Shanghai alcohol circulation industry,"
• "Shanghai Top 10 annual growth force"
• "Top 100 modern services in Shanghai"

2005：

• Huangpu District 05 100 days without social complaints "advanced services.

2004：

• May 2004, HACCP food security management system certification
• December, 2004, "Chinese Commercial Credit enterprises,by the Chinese Federation of Commercial Credit Commercial Center

2003：

• March 13, 2003, Shanghai "honesty advanced units"
• "Business services nationwide safety hearts consumer sites"
• In December, Shanghai the seventh price measurement trusted unit

Concept and orientation

• In half-century's development, the first shop always seeking to explore the mode of operation with its own characteristics, uphold the business rationale of "customers' satisfaction is our first success", and consider "promoting healthy food culture" as the first mission, has established the first food's brand image "professional, safe, healthy and happy".
• With the dislocation competition with supermarket stores and convenience stores, cultivation of consumer groups with its own operating characteristics, the company is going on the road of the non-standard leisure-oriented. As the country's largest food store, first food professional retail stores, food business reached more than 30 categories, more than 20,000 varieties. In addition to the traditional Chinese food, full range of recreational season, there is also a pool of selected food from some countries in a bid to satisfy consumer demand of different levels.

Quality and sanitation system

• As a food retail shop, safety and sanitation are the most important promise to costumers. Relying on its brand advantages and its own unique understanding of the food business, as well as the brand-new concept, the first food store has built its own management system, and become the nation's first food retail HACCP accreditation enterprise in 2004.
• Quality and honesty is the cornerstone to establish a credibility system with customer as the center. Through the HACCP system certification, the store change the requirements of the regulations and documents into all cadres' quality behavior in management and services, which meet customers' needs and expectations, and raise consumers' satisfaction. Thereby, a truly customer-centered development strategy and quality targets have been achieved.

Professional service

• First Food modern retail shop not only provides modern, novel, unique, and a wide variety of commodities, it is also a face-to-face professional services. Taking into account the needs of different consumers, a variety of foods are sophisticated classified in the first food, such as tea, edible fungus, scallops are so sub-grade level out for the convenience of customers' choice. While shopping at the mall, the consumers can understand each food's consumption method, the effectiveness and preservation method, especially for the north-south goods, medicine, food and alcoholic, no doubt the value of goods has been shown. This thoughtful and professional service can not get in common food store or convenience store.

Marketing
Multi-channel transition: Various shops are equipped with multi-channel video transmission equipment, to transmit multi-directional information to the shop, three-dimensional awareness; and the external communications channels have long-term maturity

• Brand marketing: First Food Company has been focusing on enhancing the brand value, and has established long-term cooperation with professional companies, committing to establish an aircraft in food retail industry.
• Marketing linkage: take full advantage of e scale economies in marketing, retailing the interaction between stores.
• Quality management system: With the development of regionalization, and internationalization, market competition becomes increasingly fierce, and customers' expectations for quality are increasing. To improve their competitiveness to meet the needs of market competition, first food store adopts a systematic and transparent management manner, promoting a customer-centered business philosophy and implementing customer satisfaction strategy. In 2002, it begins to implement certification, and by the end of 2003, it has passed ISO 9001: 2000 certifications.

Professional stock channel

• Find many supplier bases and make evaluations respectively. Select relatively large and professional supplier companies, forming fluent procurement channels, to be strong backing of sales to ensure the quality and price advantages of monopoly food chain. So the "first food" always has a very good reputation in the minds of consumers.