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烟台振华集团，旗下34家百货连锁企业、96家超市家电连锁店、1家大酒店、1家葡萄酒公司和5家房地产公司分布省内外十几个地区。
现代百货和量贩超市是振华集团的主力业态。振华坚持“ 品牌立店”的发展理念，针对市场变化和消费需求，不断完善市场定位。随着电子商务的发展，传统零售业也正在脱胎换骨。振华集团在坚守主业不动摇的基础上，加快转型升级步伐，调整经营结构、创新经营模式，加大引进餐饮、娱乐、健身、服务等体验性强的项目比重，丰富完善了现有的百货店+购物中心的业态功能，以差异化经营特色，贏得了较高的市场占有率。同时，积极稳妥地涉足房地产开发、葡萄酒产业、金融投资、电子商务等领域，力求建立百货与超市两翼齐飞、零售加地产相互拉动、多业并举协调发展的经营格局。
按照“做强区域，布局全省，走向全国”的三级市场发展战略，振华集团在做强烟台、威海、聊城等区域市场基础上，连锁经营网络基本覆盖全省、完成了集团第二步战略目标，现正加快省外拓展步伐，迈向全国。天津、唐山、呼和浩特等大型购物中心项目的推进，进一步彰显出振华强大的品牌优势。
Yantai Zhenhua Group, which has 34 department stores, 96 supermarket home appliance chains, 1 Hotel, 1 wine company and 5 real estate companies, is located in more than ten regions inside and outside the province. Modern department stores and mass merchandiser supermarkets are the main business forms of Zhenhua Group. Zhenhua adheres to the development concept of "brand stores", and constantly improves its market positioning in response to market changes and consumer demand. With the development of e-commerce, the traditional retail industry is also changing. On the basis of sticking to its main business, Zhenhua Group has accelerated the pace of transformation and upgrading, adjusted its business structure, innovated its business model, increased the proportion of projects with strong experience, such as catering, entertainment, fitness, service, etc., enriched and improved the business functions of the existing department store + shopping center, and won a higher market share with differentiated business characteristics. At the same time, actively and steadily involved in real estate development, wine industry, financial investment, e-commerce and other fields, and strive to establish a business pattern in which department stores and supermarkets fly together, retail and real estate pull each other, and multiple industries develop in a coordinated way. According to the three-level market development strategy of "strengthen the region, layout the whole province, and go to the whole country", Zhenhua Group has basically covered the whole province with chain operation network on the basis of strengthening Yantai, Weihai, Liaocheng and other regional markets, and has completed the second strategic goal of the group. Now, it is speeding up the pace of development outside the province and moving to the whole country. Tianjin, Tangshan, Hohhot and other large-scale shopping center projects further demonstrate Zhenhua's strong brand advantages.
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