Best Buy down upon the high
100 Lv Weimin, president of Best Buy China noncommittal on the high-end line. He told reporters that Best Buy has strict financial evaluation indicators, to ensure that the sales per square foot, no less than a certain amount of output, thus giving rise to such goods settings.
Yesterday (December 26, 2006), North America's largest appliance retailer Best Buy (NYSE: BBY) unveiled China's first store. Reporters on the scene, its biggest competitor, "Soviet America"??? Suning, the country's low-cost strategy for the United States is different from Best Buy in China will take the high road: a low margin commodity hard to see here, in this domestic appliance brand proportion is not high.
Tomorrow (December 28, 2006), Best Buy began trial operation in Shanghai, its sales model can be acceptable to the people of Shanghai, will stand the test of localization.
Abandon CRT TV
Yesterday (December 26, 2006), Shanghai Xujiahui business district in the International Building Flying Eagle, Best Buy two days before the trial operation, the first show of its first flagship store in China.
Best Buy in experiential consumption up and down a big effort. Here, all the samples are real machine. You can readily pick up a Nokia 7373 mobile phone, use it to take a picture of yourself, and then the Bluetooth device to the computer, and then start a remote printer, your photo will be printed; game "players" can be in Sony laptop Need for Speed on the big play.
But reporters at the scene, Best Buy set to quietly lock the high-end consumer goods group, decisively abandoned the low-margin consumer electronics. LCD TV for example can be seen everywhere here, but can not see the traditional CRT TV; notebook computers are everywhere is that the proportion of cheap desktop computers very low; even small household electrical appliances in the rice cooker are also choose the price In more than 800 micro-computer control products. In addition, the number of samples from the point of view, the number of domestic brands is far below the joint venture brand appliances.
100 Lv Weimin, president of Best Buy China noncommittal on high-end line. He told reporters that Best Buy has strict financial evaluation indicators, to ensure that the sales per square foot of output can not be less than a certain amount, thus giving rise to such a product set.
Not negotiable
And other domestic home appliance retailers Gome difference is not in the Best Buy bargain shopping.
Then, Best Buy's "one price" is sufficiently competitive? The reporters found that commodity prices are not cheap here. LCD TV prices and several other home appliances chain, like price, but these home appliance chain, 10% of the bargaining space. The most strange phenomenon is actually a specific type of domestic prices higher than the joint venture LCD TV brand.
"Chinese people are just cheap stuff." One visitor said that price was not very difficult and competitive advantage. Lv Weimin this explanation, the opening day there will be more competitive prices. At present, all goods price tag on the left, have left a blank, here is the real opening day promotional price. Best Buy, according to sources, the bid price yesterday, mainly fear of disclosure of business unrealistically high, so that competitors know the price bottom line trouble.
"Localization" question
"Foreigners must like it here." Yesterday, walking in wide shopping channel, a number of visitors to this feeling. But outside of these comments hidden Voice: Local Best Buy can win the hearts and minds of consumers still want to make a question mark.
It is understood that Best Buy and the National United States and other traditional distinction between the three major home appliance retailer: "spot cash", "display of goods by category", "No factory promoters" in Shanghai had a precedent in 2003, Tsann Kuen Taiwan in Shanghai is to use the above model, but ultimately a result of suppliers and consumers do not adjust to the new model led to the "acclimatization" last July "super cheap" sold to Wing-lok, full withdrawal of the mainland.
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