subject: 4 years to open two stores in China Lebuqilai Leroy Merlin France - building materials stores, Leroy Merlin, B & Q - Building Materials Indust [print this page] 4 years to open two stores in China Lebuqilai Leroy Merlin France - building materials stores, Leroy Merlin, B & Q - Building Materials Indust
Early as November 2004, Leroy Merlin's first store in China?? Beijing Sinovac store grand opening when the high-profile declared that "two years out of three stores opened in Beijing, 5 years in the country to open 20 large-scale building materials supermarket "The rhetoric of people watching. Four years have passed has passed, Leroy Merlin opened in Beijing only two stores, to see the rhetoric, some sadly.
Unfinished homework 2004, the Leroy Merlin the fourth in the world, Europe's second largest decorative building materials transnational retail groups in China has just opened the first store. While its rival
B & Q Third in the world, in Europe's B & Q, since 1999 growth in China, 2004, 20 stores in China have opened up.
4 years, Leroy Merlin only has two stores in Beijing, respectively, in the East Fourth Ring Road and West Fourth Ring Road, at a time when the B & Q, has been opened in 26 cities in China more than 60 chain stores. For the market, the number that is the fact that four years tested Leroy Merlin. Leroy Merlin do homework, it seems a little worse results.
East shop next to Red Star
Reporters at the weekend were the two stores to Leroy Merlin-site visits. Leroy Merlin's second store in the East Fourth Ring Road bridge southwest of Big Country Pavilion, Beijing
Home Meikailong landmark store giant commercial buildings, Leroy Merlin will grab a lot of scenery, and the Leroy Merlin where the mall, there is Suning Appliance, Decathlon, Rite and other retail brands in the logo, so Yue Hua Meilan's green logo, drowned, TNCs store, if only almost deprived of accommodation.
Two shops desolate Reporter arrived at the southwest edge of Leroy Melanko Ring Hing restaurant. Sinovac store building materials store on the first floor, two, three is the Auchan supermarket. Although the weekend, but bustling passenger traffic compared to the supermarket, building materials markets seemed quite deserted. Reporter walked in a circle in the market and found that each type of material to move around the customer area no more than five.
Most of the sales staff is standing idle shelf edge, perhaps because of lack of confidence in market conditions, so most of the sales staff no longer take the initiative to greet customers. In
Floor Zone, journalists as a consumer to a sales inquiry, which is now a sell better. Sales only vaguely answered, basically similar, the key to see what price points you want to buy.
French model is not clear Leroy Merlin just shop when called by the French building materials supermarket marketing model, will all the same size, put together with the price of goods for consumers. This sounds rather scientific way of selling, then that was part of the media, the question that this is not the concept of a high technological content.
According to reporter's observations, the current way of selling Leroy Merlin is the Marketplace into the floor, porcelain
Brick , Bathroom, Paint And so a number of zones, each zone in the share of different brands of products as part of the shelf, premium, low-end products mixed mode is no different from supermarkets and other building materials.
Reporter asked Group 4 shoppers, they are all "French shopping model" do not know. One clerk told reporters: "We store shopping is convenient and comfortable and romantic." Reporter at the store found that the density of all large goods, some goods piled on the use of direct, zoning is relatively vague. Asked consumers feel they do not feel "romantic." I do not know their own different interpretations of standards, or the brand in China from France acclimatized.
Careen mostly shopping Site visit at a press conference for nearly one hour, we found that many customers are careen shopping. "I came here to buy some daily use at home,
Decoration Do not buy from here. "Ms Zhao told a reporter came to shopping.
On the Leroy Merlin's another selling point?? Buy goods case, a clerk told the reporter: Marketplace in some of the goods to be labeled a buyout of the label. Buy the product only sold in the Leroy Merlin, elsewhere is not.
But felt they buy the product's material, style is not so special.
Sales staff also said that the real distinctive, market a good product, manufacturers will not allow a store buyout. Buy the biggest characteristic of the product may be cheap, the reporter noticed a matador sold only 22 yuan per square meter of ceramic tiles, ceramic tile another Sanyei only 36 yuan per square meter.
Household consumption survey: Survey: 10 Question 1: Does that Leroy Merlin is doing? Statistics: 9 people do not know, 1 know, because once lived near the shop in the Lok Wah Hing Melanko. Question 2: decorations, shopping information come from? Statistics: 6 people listen to the experience of friends and relatives of decoration, 4 people read ads. Question 3: If the fitting is to choose the whole package decoration company, or buy their own material? Statistics: 6 people to buy their own, 3 depends on the circumstances, mainly decoration companies offer, a person has the whole package in the renovation options.
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2007 9 11, Leroy Merlin France, China President Lin Boyi building materials supermarket in an exclusive interview, a reporter asked Leroy Merlin had the advantage. He said that the first is a greater sense of store decoration, and the second is comfort. At that time the industry had given the question: as a building material class home business, the sale price of the product, value and service quality, after sales support system is the focus of consumer concern, but even with all the romantic sensibility, to retain customers develop a market it? Leroy Merlin current through the two shops to visit, the reporter found, between the buying and selling, there is indeed their own subjective imagination. Fully run-in with the butt to become one, otherwise, must be of neither, so has deserted.
