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WAL-MART Closed 6 Stores In March And Returned To Grass Roots For The Crazy Expansion Of The Year.

2014/4/15 8:31:00 22

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> a href= "http://www.91se91.com/news/index_s.asp" > WAL-MART < /a > return to "grass root" Nuggets three or four line cities,

store in a row for the year crazy pay /p >

The "P" yellow "save the price" discount sign still hangs overhead, leading to the end of the escalator at the entrance of the two building. A tightly closed shutter door blocks the way.

The WAL-MART shopping plaza, located in Yin Gao West Road, Baoshan District, Shanghai, has been opened for less than 5 years. It was closed in early March this year.

but it is less than 5 years, which has witnessed WAL-MART's strenuous strategic change in China.

5 years ago, in 2009, it was the beginning of WAL-MART's pformation of a low-key style and its rapid expansion in China.

In March alone, 6 WAL-MART stores were left empty.

March 6 stores, /p >

the closure of Yin Gao Xi Road store did not allow 4 free blue cars to be laid idle.

Reporters at the scene noted that since March 1st, the shuttle bus has changed its driving route and began to pport passengers to the Wanda Plaza store, which belongs to Baoshan District.

"P", according to people familiar with the matter, in recent two years, WAL-MART has carried out a survey of all the stores in Shanghai, and Yin Gao West Road store has not been improved since its turnover has long been written into the list of Guan Zhang, and the newly opened Wanda shop has been given high hopes because of the strategic adjustment that has been carefully arranged.

"Radiation area is similar, two" merge similar item "is expected.

The person familiar with the matter said.

In the whole country, the other 5 shops that exit in March were mostly "dead" in the more ruthless industries "P".

"China Economic Weekly" reporter noted that in March 31st, WAL-MART's two stores in Ma'anshan were both closed because of the accumulation of supermarkets along Yushan Road, and the competition became white hot.

At the end of 2010, in order to "snipe" north of the Yushan road to the Century Lianhua and Yushan Road south of Auchan, WAL-MART opened a shop from the only place of Auchan. At the same time, in order to squeeze into the rain mountain road, the other end of the agricultural industry and commerce, Hua Run Su Guo and Carrefour's "War Within Three Kingdoms", and at close quarters to open another shop, eventually two stores have been defeated.

The Hunan Changde store, which closed in March 19th, was also due to "P".

According to the reporter's understanding, the supermarket mall in the 1.5 square kilometers of the pedestrian mall in Changde store includes many brands, such as big RT mart, new Yijia, Main, Ren Ren Le, Jia Run and many other brands. The inferior position of the first floor management makes WAL-MART lose Changde.

Chen Yaochang's sequelae /p >

combing reporters found that 6 stores closed in March, 4 were opened in 2009, the remaining two opened in 2010, 2009 to 2011 is the year of WAL-MART in China.

Before 2007, compared with another foreign retail giant Carrefour, the expansion rate of WAL-MART in China was quite conservative. But in 2007, WAL-MART suddenly opened 29 stores and left 19 new stores of Carrefour in the form of "strength". In 2009, it opened 53 stores in the vibrant circle. In 2010 and 2011, WAL-MART, which opened up stores, added 87 stores, and there was a great return to P.

"the decision of expansion of local stores is mainly the product of the Chen Yaochang era. He began to rule WAL-MART China in 2007, the first local boss after WAL-MART entered China in 1995. His train of thought is to scale up the effect of opening stores."

A veteran who has worked for more than 10 years, < a href= "http://www.91se91.com/news/index_f.asp" > retail > /a > circle, told reporters.

He Canfei, Professor of the school of urban and Environmental Sciences of Peking University, told reporters: "before 2004, China had regional restrictions on pnational retail business. WAL-MART initially set up headquarters in Shenzhen. So before 2000, it only tried to enter Yunnan outside Guangdong. Before 2004, WAL-MART only adhered to Guangdong as the center to spread to Southern China, Liaoning as the breakthrough point in Northeast China and Bohai Bay area, and did not enter Beijing and Shanghai at all."

"by contrast, Carrefour, headquartered in Shanghai, has entered the 11 provinces and cities of North Guangdong, Tianjin, Chongqing and Jiangsu by using the superior cargo and logistics infrastructure of Shanghai before 2000."

He Canfei told China Economic Weekly reporter.

Less than P, the first opportunity has been lost, which makes Chen Yaochang, who has a radical style, has a headache. So he has opened shop for several years.

But the management loopholes brought by the expansion of the store also embarrassed the distortion of the system.

"In order to adapt to the rapid expansion of the number of stores in 2010, Chen Yaochang rewrote the centralized procurement mode of WAL-MART, devolved power from headquarters, including procurement rights, to all regional directors, which brought dissatisfaction with the management of the United States."

The senior official told reporters.

The "green pork scandal" that broke out in Chongqing in 2011 P finally led to the collapse of the procurement strategy to cope with the expansion of the store and directly led to Chen Yaochang's downfall.

In order to clean up WAL-MART store's scissors, Gao Fulan, a New Zealand new employee, had to shop in 2012.

Before 2011, almost no stores were closed, and in 2011 and 2012, 19 stores were closed by acceleration.

advancing into the three or four line city /p >

but Gao Fulan, who plans to clean up the mess, is not just inseparable. In order to correct his predecessor's mistakes, his strategy seems to be returning from "localization" efforts to "Americanization" in the Chen Yaochang era.

Reporter statistics found that in 2013, WAL-MART opened 26 stores, of which more than 60% were located in three or four line cities, including Jiangxi Xinyu, Sichuan Meishan, Shanxi Xiaoyi, Yunnan Puer and Zhaotong, Hunan Loudi and Lengshuijiang.

"in the United States, WAL-MART is the expansion logic of" rural encircling the city ". It is believed that the cultivation of low grade market will bring more long-term profits, while Carrefour has always been located in the middle class parity Supermarket in Europe, both of which have been misplaced.

The above senior personages explained to China Economic Weekly reporter.

Qi Xiaozhai, director of Shanghai Commercial Economic Research Center, told reporters: "Shanghai's hypermarket started early, 20 years ago, the number of stores is large, the density of distribution is high, there are only seven or eight foreign investment, and WAL-MART is pulling out of the saturated market and putting energy into the development of Xingxing market."

in fact, after entering a province in 2004, WAL-MART has already taken note of the two or three line cities. For example, when entering Anhui, Zhejiang and Hebei, Wuhu, Jinhua and Langfang were selected as the opening places of the first store.

He can fly investigation found that more than 70% of WAL-MART stores concentrated in 3 million cities and towns below the population, and more than 50% of Carrefour stores concentrated in 4 million cities and towns above the population.

but even with the development of dislocation, WAL-MART, the global retail boss, is facing new challenges.

One of the problems is that after Chen Yaochang left, WAL-MART resumed the centralized procurement mode, and the "remote" location of the store location inevitably increased the pressure of warehousing and distribution.

"A very important point is that it is very difficult to purchase local special products. The types of commodities are very difficult to enrich and do not necessarily meet local needs. The market is a buyer's market. If there are no special products, it will be difficult to attract customers."

Qi Xiaozhai told China Economic Weekly reporter.

According to the above senior personages, in order to give full play to the advantages of the US model, WAL-MART will still have to choose to maintain an appropriate frequency of opening shops. When the operating costs of large cities are increasing, only three or four line cities can be used as lifesaving driftwood.

"WAL-MART often set up warehousing and distribution centers in the United States before setting up" a href= "http://www.91se91.com" new store < /a > to reduce coordination costs and paction costs. However, due to poor network environment and limited policy restrictions, WAL-MART satellite communication system can not be used. If we can not build enough stores in China, the mode of using special distribution centers to serve all kinds of stores will increase logistics costs in turn. "