Building materials foreign supermarkets do not want to say goodbye

January 15, the world's largest home improvement supplies retailer Home Depot third quarter of fiscal year 2012 earnings report shows that Home Depot's third quarter net profit rose 12 percent over the same period last year. Different and beautiful the world's reported figures, Home Depot, but turn off the beginning of the last store in Beijing, with the international building materials retail giant B & Q, Leroy Merlin, nor comfortable, closed his shrink's shrink. Building materials foreign supermarkets collective ground, because it can be said is very simple: they are a long time do not know do not want to understand the heart of the Chinese people.




The failure of building materials foreign supermarkets as has long been apparent, weathered persecution tough market this year just to overwhelm the last straw. In May 2010, Home Depot close the Fenzhongsi shop at that time said that it was temporarily shut down after the assessment of the newly appointed China president Zhou Raymond decided to no longer be opened. Based on the same assessment on January 21 this year, the home Depot closed in the last of a shop in Beijing - the West Fourth Ring shop. As early as 2009, B & Q to close the the Yizhuang store and Jian Xiangqiao shop, continued this year holly shop consists of two layers is reduced to a layer of the rumors said its Maliandao store also included in the closure plan. The world's fourth largest building materials retailer Leroy Merlin Dajiaoting shop also quietly closed down on July 21. Retreat defeat in Beijing, just as building materials foreign supermarkets in the Chinese situation a microcosm, Home Depot acquired 12 stores from the hands of the world's now only seven. B & Q from 2009, has already begun across the country closed shop tide off store up to more than 20.



The world's leading home building materials retail giant, why this market in China invariably vulnerable to it? While the reasons are many, but sum up a word: in the hills of China did not sing Chinese songs.
Fundamentally, building materials foreign supermarkets in China, transplantation and transformation of its successful model in a foreign country, a product based on their own DIY renovation concept, but this does not suit the Chinese market are hire to the status of the renovation. "Big box type DIY retail model is not suitable for China." B & Q belongs to the British retailer Kingfisher chief executive Ian Cheshire, admitted in an interview with the Financial Times. Although these building materials foreign supermarkets operating mode has been transformed, for example, established a decorating center, to provide home improvement services to drive product sales, but these changes did not quasi-pulse of the Chinese market, let it become a "neither fish nor fowl" . Relative to home improvement company, and decoration of their business is not very professional is not enough cheap compared to brand store for their product category and no different, the price does not like the name of the first of the "supermarket" pleasant. selectivity is less than the store, but when consumers pick cheap comparison coordinates.
Specific business, you can also see where many of the building materials foreign supermarkets did not do as the Romans. For example, the location is extremely important decisions in the business of these building materials on the site, foreign supermarkets in migraine are like his own, rarely get together with other stores, which contrary to the Chinese people like the habit of purchasing in the district in order to The Home Depot two stores in Beijing are very few people know.
In the management of these building materials foreign supermarkets is apparent incompatible with Chinese culture. On one hand, it is not enough, "harmony" unilateral emphasis on the interests of consumers, suppliers demanding to B & Q by claiming substantial amounts in arrears to suppliers and lose a lot of supplier support. On the other hand, although under a foreign brand, high-rise for a Western, but the implementation level is the people from the local home circle, while in the gap of a Western management system, but to breed more "hidden rules" opportunity, the result is the customer experience and after-sales service is not as it external head like a bright, still a lot of complaints and a lot of problems.
edited by stone coated metal roof