What Causes The Large Chain Retailing In Foreign Countries To Be Unacceptable In China?

According to the world clothing shoes and hats net, Marks & Spencer (Marks&Spencer, abbreviation: M&S) is the largest multinational business retail group in the United Kingdom and one of the representative businesses in the UK. It has the highest profitability among British retailers. Is a family owned by itself. brand The department store that drives is similar to IKEA's business philosophy.

The history of Martha's department store is also a legend from scratch. Its founder, Michael Marks, borrowed 5 pounds in an effort to feed himself. market I opened my own shop. This store is similar to the one yuan store in China, and it has 1 stalls at that time.

Marks spent 10 years to save enough money to buy his permanent shop in the market, and at the moment, accounting Tom Spencer became his partner. Over the next couple of years, Marks and his partners did business. For the first time in the 1997 year of the financial year, Martha stores created the first UK to become the first retailer in the UK to earn more than 1 billion pounds in pre tax profits.

Martha's department store has been in China for a long time, such as Beijing and Shanghai. It took 8 years to open 15 large stores. In the Chinese mainland market, Martha is a strange aunt who nobody knows. In November 8, 2016, Martha general store announced that all shops in the mainland of China were closed, and on April 1st, April Fool's day, Martha's department store formally retired. Retail is not a high threshold industry. As long as we are diligent, we will optimize every link and detail and achieve the lowest cost.

In recent years, a lot of foreign chain retailers that have done business in China have lost their stores in China, or even finally pulled out of China. What is the reason why these large chain retail chains in foreign countries have been disregarded in China?

Viewpoint: the reason why foreign retailers are "not acclimatized" in China

A, I don't know about Chinese culture and management.

To open a store in China, of course, we need to understand Chinese culture, and China's management mode. In this regard, Asian enterprises do well, such as Taiwan enterprises, Hongkong enterprises, Thailand enterprises and so on. Originally, the cultural differences between China and Europe and America are relatively large, which can be seen from the following points.

Difference 1: Chinese people like to be busy, and Europeans like to be desolate. The layout of European and American stores likes to leave a wide aisle, and Asian stores are just the opposite.

Difference 2: Chinese like warm tones, and European and American people like to cool down. Most of the stores in Europe and America tend to be cold coloring. They think that it is easy to make people feel fickle in a large space with warm tones. For example, the island cabinet of WAL-MART freezer has two basic colors, white and black, and the island cabinet reads frozen coffin in English, and the frozen coffin is spanlated. The Chinese people like the warm tone, and display the props, exhibition and promotional flags are basically red, orange and yellow.

Difference 3: Chinese people like to promote sales. The stores in Europe and the United States only offer some discounts only in several relatively large festivals, and there will not be too many high and low price ups and downs at ordinary times. Chinese prefer to play forty percent off or half off at the original price of 888.

Viewpoint: the reason why foreign retailers are "not acclimatized" in China

B, a large number of overseas executives. Retail is an industry that deals with consumers. If your executives fail to speak the language of the country, they will naturally move Germany's experience and British experience to China, and of course they can't integrate better with the Chinese people. It is certain that in the long run, Chinese enterprises and Asian enterprises will have a better future in the offline retail business, because they will have a better understanding of the environment and a stronger sense of culture and cognition, and be able to adopt more actions and means that conform to Chinese consumers to create their development path.

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