Carrefour In China Again Closed Shop Difficult Or Unable To Carry Out The Pformation

For Carrefour China, the biggest reform in the past 20 years has been accompanied by the closing of stores, poor performance and the general trend of downturn.

When Carrefour's efforts can be pformed into brilliant reshaping, there must be no answer.

Guan Dian

Once again, rumors of closing the store became a reality.

Carrefour Hefei Hengfeng store is now locked.

The closing notice of the blue word on the white bottom is posted prominently on the wall of the building and on the glass at the entrance of the store: "Carrefour Hefei Hengfeng store will be closed from September 2nd."

Together with the surrounding shops.

Businesses such as Kentucky and so on are also closed, announcements, directing consumers to other restaurants, and insisting, especially those on street shops, have to put up posters at the gate of the building to inform them that they are doing business and mark "roundabout" entry.

The new financial observer interviewed several consumers nearby, who seldom felt close to the store.

According to a consumer introduction, as early as January and February this year, the store often broke out and was unable to replenish goods in time. "At that time, everyone knew that it could not sustain itself."

In March, a local media in Hefei reported the incident, saying that Carrefour Hengfeng store would be withdrawn.

However, the media quoted a person in charge of the Department of public relations of Carrefour Hefei district as saying: "during the new year, the goods were broken, and the news of Carrefour Hengfeng store's withdrawal was denied.

However, after half a year, Carrefour Hengfeng store still failed to escape the fate of the store.

In fact, this is not the first time this year.

Carrefour stores staged the same drama in Jiaxing, Zhejiang.

In March this year, there was some shortage of goods in Zhongshan East Road store in Carrefour, Jiaxing.

At the time, the official response was that the shelves were being remodeled and cleaned up, but by May 8th, the store had announced that it would stop operating.

It is worth mentioning that two months ago when the store was closed, Carrefour's Yuhang Nanyuan store was closed, and only a few days after its closure, Carrefour Dongguan Shilong shop was officially closed.

For a while, Carrefour was frequent in Hua Guan shop.

In fact, Carrefour's downturn in China is no longer a secret.

Last year, Carrefour was in China.

Only fourth, behind Gao Xin retail, WAL-MART and Huarun.

Carrefour's sales in various parts of the world are: a large increase in Latin American countries, a slight decline in France, and a significant decline in Asian countries.

Among them, China's area dropped by 6.4%.

Carrefour is clearly showing its declining trend in the Chinese market.

Carrefour is not lacking in experience, but it ignores the fact that China's business model is changing and consumer behavior is changing. From the one-stop shopping at the same price, it gradually becomes a focus on shopping experience and focusing on the influence of word of mouth. So when consumers are unable to find things conveniently and can't happily shop, it will be a matter of time.

Ling Yan, chief consultant of management consulting, Lin Yue

Observers said that for Carrefour at the moment, "eating old books" will not work.

Revitalization

Revitalization is imminent.

Frankly speaking, Carrefour has produced "sincerity" since this year.

Since this year, Carrefour has launched the biggest change in China in 20 years.

Specific adjustments include reshaping the logistics and distribution system, developing the hypermarket format in the three or four tier cities, testing the water convenience store formats, "Easy Carrefour" and launching online shopping centers.

On the reshape of the logistics distribution system, Carrefour China reorganized the commodity procurement center of 24 cities in the country into 6 procurement centers, corresponding to each large area and establishing logistics distribution centers in each large area.

Among them, the 2 distribution centers in East China and West China have been completed in June and April respectively. The 2 distribution centers in Wuhan and Beijing / Tianjin will complete investment and construction this year. Next year, the logistics and distribution centers in the northeast and Southern China regions will also be completed successfully.

By the end of 2016, Carrefour will build 6 modern distribution centers in the mainland of China.

In the layout of convenience stores, following the low profile of its first convenience store in the Chinese market in October last year, second convenience stores in Carrefour in China were officially opened in June this year.

According to the plan, Carrefour will expand convenience stores in the major cities of the country in the future, and more small and fine shops will be incorporated into the retail system of Carrefour China.

In addition, Carrefour officially opened the O2O business as Carrefour's online shopping mall was running.

Carrefour's O2O mode is "online order + hypermarket delivery + convenience store self promotion", that is, consumers will order from Carrefour online shopping mall, the goods will be issued from a store nearest to consumers, which basically can guarantee delivery within 24 hours.

Besides,

You can also choose to pick up the purchased goods at Easy Carrefour convenience store.

However, a problem that can not be ignored is that Carrefour's "sincerity" is still limited.

In Lin Yue's view, Carrefour's pformation seems to be slow and limited: "first, online shopping mall has not been launched until this year, and the O2O business only radiates Shanghai, which is too slow for a chain giant with more than 230 stores in 70 cities. Secondly, the era of internetworking pays attention to small and sophisticated channels, and convenience stores have become a very important terminal in the O2O mode of electric business. Unfortunately, there are only 2 convenience stores in Carrefour."

Lin Yue further stressed that the speed of the Internet era determines everything. If Carrefour China can not make achievements as soon as possible in speeding up decision-making, vigorously promoting the brand of e-commerce, and vigorously developing new channels under the line, it will continue to go downhill. "In this new era of speed, the elephant's turn is very difficult."

Clearly, Carrefour needs time and patience, and, of course, requires firm, sustained and effective reform.