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French clothing retailer Decathlon's "Chinese knowledge"
July 11, the news agency, like most retail chains, Di Canon to achieve the smooth development of China, localization is also an unavoidable problem.
For example, Di Canon in France, Spain and other European markets formed a mature model is to buy large areas of land in the suburbs of self-built stores, in the hope that 10 years, 20 years later can continue to expand the value of the long-term development of enterprises. But in the first-tier cities with mature domestic market, it is difficult to copy this model because of the scarcity of land resources and many policy restrictions. In order to achieve the market layout, in fact, we need to adopt a more flexible mode of opening stores.
Heavy lease, light self built
In Meng Dong's view, in the innovation of the store-opening mode, Di Canon opened the West Suburb Bailian store by leasing in Shanghai in 2004. Compared with Dikanon's traditional site selection criteria, Xijiao Bailian is relatively mature and has limited expansion space, but it is also true that a mature business environment can generate profits quickly. Mengdong calls it a "fast-growing rental shop".
The vast majority of Dikanon's 34 stores in China are rental stores, with only 67 self-built stores. "We're still going to talk a lot about how to strike a balance between local realities and long-term interests," he said. Meng Dong said. Nowadays, one of Di Canon's internal principles is that in the third and fourth tier cities with relatively loose land purchase policy and better development potential, the loss period of these stores will be longer if land purchase and self-construction are the main ones, while in the first and second tier cities, rental stores will be the main ones in order to achieve rapid market distribution and profit. Because consumers in different regions have different acceptance and understanding of brands, and the natural conditions such as climate and geography are different, Di Canon has to face another practical problem, that is, how to adapt its products to the needs of consumers in different regions, which also requires Di Canon China according to the actual conditions of different regional markets. Adjust the situation.
Now, the store selection and expansion task is handed over to the store manager. "They choose according to local user needs and local climate conditions." Meng Dong said. In Zhong Ming's opinion, the choice of goods is not difficult. On the one hand, store managers like him grew up step by step from the store manager. They are familiar with the local customers'needs. On the other hand, the upstream brands of the group also subdivide the products and provide different combinations of choices, such as After dividing the fishing gear into freshwater fishing gear, the fishing gear will be subdivided into 1, 2, 3 and other different combinations according to the number of products included. Now, the adjustment of the product subdivision portfolio for the Chinese market has been completed, and the store manager only needs to choose the corresponding combination.
Di Canon also has its own sophisticated system for store furnishings, because "in any case, for retailers, the store must be pleasing first." Meng Dong said, and this is not easy to do.
"From the point of store location, we're going to ask the development manager," says Shi Jing, director of public relations at Dikanon's China office. In fact, Dikanon has developed a more sophisticated standard in Europe: Despite the fact that the stores are located in lower-rent suburbs, they have to be located in convenient locations, and the stores have to be located in low-rent suburbs. Surface must have sufficient outdoor space, enough flat parking spaces and free sports venues.
But to achieve this ideal state, we must overcome a lot of obstacles. In European countries such as France and Spain, where there is no shortage of land resources for construction and the government has few restrictions on land volume, stores can have enough outdoor space to build supporting facilities such as basketball courts and flat car parks, Shi said. But there must be such restrictions at home, with only a small number of 34 stores in China built entirely according to European standards.
However, Decathlon is also trying to find ways to reduce the impact of China's special situation. For example, storefront expansion and alternatives are being sought. According to Meng Dong's introduction, Di Canon expanded Shanghai's florist shop, which has a narrow outdoor space, from 2,500 square metres to 5,000 square metres last year, freeing up more space to build facilities such as indoor basketball halls, table tennis and bicycle lanes. Shanghai Xinzhuang, which has a small outdoor parking lot, has stepped back to increase the number of underground parking lots and parking spaces. All these need to sacrifice the cost of the storehouse's efficiency. For example, if a standard table tennis table with a width of 1.5 meters is to be placed between the aisles of the shelves and the experiencer and other customers do not interact, the width of the aisle needs to be expanded to at least 5 meters. In the Di Canon store, no matter what sports products, it is necessary to open a product trial area, according to Meng Dong's introduction, Di Canon store floor effect is not particularly rigid requirements.
Similarly, the display of store shelves and goods is also formed around customer experience. Unlike IKEA's maze like aisle design, bright and spacious Decathlon is the most basic requirement for storefronts. "Consumers walk down the main aisle of Di Canon's, see all the Department stores, and let customers find what they want most quickly," according to
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