Silence for the two-year 527 Huai Hai Zhong Road, yesterday once again abuzz.
The 2008 financial crisis, the business 15 years huating Isetan leave from here is pale, now world's second largest home appliance retail giants to Yosemite (MediaMarket) six-story building appliances supermarket in this business. In this century of Western old street, the first time participating in the mainland China market Yosemite region have changed more and more Chinese name — the "City" Wan.
Huaihai Road, huating Isetan is "the old Brigade", over the past ten years, it's the same with high-end brand and high prices and the local community around the distance of the old shop.
However, to succeed Isetan young overseas giants, face is already a "red-hot" retails competition, this is called "million" electric city city, get it get's market?
Ocean Giants auditions
Distance 527 Huai Hai Zhong Road, a few streets away, suning appliance business is booming.
Midday, after a customer visit, was the street SUNY advertising to attract to the newly opened a city walk, 000. Suning appliance shop assistant told reporters that they know next to the new electrical stores opened, but think about those foreign brand, price, certainly no advantage.
This idea may come from another foreign giants 100 buy precedent: the gateway to China over the years, hundreds of buy development always stagnancy, shop is slow, the relatively high price is 100-buy people difficult to lift the biggest obstacles.
But this time, the ocean Giants appear to be intended to be changed.
Journalists have the million in a circle around the city, the greatest feeling is here sell appliances like a supermarket selling commodities, hundreds new iPodtouch player be installed in a large basket, looks like supermarket set sale discount sock, so shopping environment make people feel that buying electrical appliances and buy the same simple, easy dishes.
But in the washing machine sales area, the reporter to see both display several thousand dollars of Siemens latest drum washing machines, there are 400 million old double semi-automatic domestic washing machine, the latter in other home appliance stores in dodo.
Sales indicates that this is a city of one million great characteristics: don't ignore low-income household consumption needs, whether it's old age pension, or urban "gold collar" are selected to fit here.
"Opening a few days is a great discounts, individual products or even to loss-making, normal operation after the price is not higher than domestic household appliance stores.
"Million have city managers told reporters that product varieties, best rate guarantee, effective localization management, these are the Yosemite region in Europe, the great success of unique policy. In China, they will continue to play a global unified procurement cost advantage, with prices to open the mainland market.
It is understood that the Wan City Huaihai Road first China shop inputs up to 2 billion u.s. dollars, the current domestic electrical appliance retail competitive, lower gross margin, and the ocean giants of price policy can have a lasting? 000 city official said, they will first store selected in Huaihai Road, is an image of a regardless of cost,, hope that through this shop for domestic consumers to experience new home appliances purchase mode, "making money can take your time".
Foxconn guide with "Apple"
Yesterday, the city will Wan formally open time set at 7 p.m., however, people had already received the message, in the morning at the shop on one side of the Yandang road.
Afternoon two journalists see the way you have set up a quarantine bar team to hundreds of meters long, has a "World Expo top Museum" scene.
Customer is at mobi iPhone4.
Get city before million through various channels for dissemination of information, opening day of the sales market's most marketable iPhone4 mobile phones, consumers need to receive booking voucher, evening at six with coupons and ID card to purchase. Now go overseas to buy Apple cell phone charge tariffs, the mainland market availability is very nervous, this message will undoubtedly make numerous "Apple fans" excited, but also for the opening of the city in the Wan on the first day will gather a large number of people.
Million was from where the city to get so many Apple Phone? city opened million have "background", you can see the world famous retail wholesale supermarket group Metro and Yosemite-parent company founder family is common to hold thousand shares of 75% of the city.
In addition, Taiwan electronics Giants hold thousand have city Foxconn the remaining 25% of the shares. "Foxconn to Apple do OEM, channel, although naturally limited, but these days you can one day sell 500 sets of four generations of the Apple handset. "Million have city sales staff told reporters.
In the United States to the sub-global 800 stores in the past they have been accustomed to go it alone, 000 have city is Yosemite-first choice and an electronics industry OEM cooperation.
Not only that, this is the first appliance retail chain giant selection and manufacturing companies to conquer the world. Yosemite-executives said that cooperation with the Foxconn is because Foxconn familiar with China market and can provide help on purchasing channel. At the beginning of the business, know well the mentality of Foxconn Shanghai consumers with "Apple" return Yosemite region, offer an open market Gate's "golden key".
It is understood that Foxconn enter mainland China electric appliance chain-like the idea of the industry is also a long time.
As the electronic product manufacturers, Foxconn into sales areas will reduce the cost of sales of their products, thereby reducing the price, is likely to be smaller than the traditional electric appliance chain-like enterprise more advantages. The Metro is a veteran of chain selling Enterprise, has extensive sales experience, their cooperation should be the more appropriate choice. The industry believes that the present Chinese appliance chain markets, especially in big cities like Shanghai, basic is saturated, also formed a GOME, suning oligopolistic competition structure, in such a market, win a share, must be unique.
The core of the new model is "people"
"The flagship store in each salesperson are experienced and are our ' own '.
"Million have city managers told reporters that the new shop staff are mostly Carrefour, Metro, such as large supermarkets of excellent staff, many from other retailsEnterprise switch over from a salesperson. Because the city on a Wan line salesperson out salary than many large supermarket high than other appliances retail enterprises also have certain advantages, attract a lot of experienced sales staff.
According to reports, the city and local Wan appliances retail enterprises, are not all appliances brand sales, all salespersons are rigorously consistent training.
It is because of early training was a long time that Wan de city in Shanghai opening time delayed a few days.
Managers indicated that if the use of various electrical appliances brand of salespeople, they will only sell our counter desperately brand, many words contain "water", will let customers from its perturbations.
But the city unified procurement Wan various brand appliances, domestic, high end brand, in the display on the same, regardless of the consumer is buying a tens of television, or spend $ 40 to buy radio, sales of services are all consistent.
Reporters found in the city of top floor of the Wan, shopping centre, specifically designated the piece smaller area as a casual coffee, consumers seem tired can at any time to rest.
This household appliance stores in very rare, managers said that although the Huaihai Road shopping centre is high, this rest area more swing point appliances make money than coffee, but they think: "this will give consumers more places to stay in the shop. ”
In addition to a cable service, the city at the global Wan win another trick to its famous "Store Manager responsibility system" mode.
This mode will let each store managers have the store approximately 10% of the shares, so you can maximize the bundled operating personnel. Million in the first branch of the city was named he had long, at Carrefour China 5 stores as a store manager. He revealed that he and shop 12 departments in charge of marketing, purchasing, product, services, has considerable decision-making power.
Million to the city China Director and Chief Strategy Officer Mr Siu lun said the United States company basically every quarter to report on, and like Yosemite region such European enterprises generally six months or a year reporting, so you can see a long cycle of operational realities, but in the short-sighted.
Against this background, the city can use Wan "Store Manager responsibility system", will be a lot of decentralization, store managers not only in business strategy has a certain autonomy in the service consumer, solve customer challenges is also more convenient.
"We're going to spend two years studying and making mistakes.
"Million have city official current development goals: 18 months from the time a firm foothold in Chinese market, then in the Mainland expansion to 100 stores, Shanghai is the first and most important stations.
