专业论文文献 -wal-mart strives to re-invent itself in china.docVIP

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2018-02-28 发布于江西
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专业论文文献 -wal-mart strives to re-invent itself in china.doc

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专业论文文献 -wal-mart strives to re-invent itself in china

Wal-Mart Strives to Re-Invent Itself in China Wal-Mart Strives to Re-Invent Itself in China 　　On December 29， 2013， Wall-Mart closed its Kunshan supermarket secretly， which happened， according to Wal-Mart， after a comprehensive consideration of its performance. 　　Wal-Mart began to close underperforming outlets as of 2013. Last year， this U.S. chain retailer closed a dozen of outlets in China， which easily outnumbered other foreign chain retailers. It is known that Wal-Mart is going to close 15-30 outlets in China in the next two years. They account for 9% of the total number of outlets of Wal-Mart in China but only contribute 2% of its sales in this country. 　　But Wal-Mart was not simply retreating. It is now focusing on its distribution in the lesser cities of China. In the next three years， Wal-Mart is going to set up 110 new sites in China， including hypermarkets， Sam’s Club stores and delivery centers. 　　It is not hard to find out that WalMart is contracting its business in major cities of China while increasing its presence in the less important cities. When the entire retail industry is shrouded with depression， Wal-Mart’s actions showed its determination of reform in the Chinese market. In other words， Wal-Mart is re-shaping its outlet network， logistics system and purchasing system. 　　 The Pain of Growing 　　It was once reported that the outlet of Wal-Mart in Kunshan performed well in the beginning， but when the number of competitors increased， its business began to decline. 　　The loss was said to be due to the unwarranted “promise”. Even though Wal-Mart held the banner of “Everyday Low Price”， its products， as consumers said， were not cheap at all. It does not have too many fresh products. Those factors gradually drove the consumers in Kunshan away from Wal-Mart. 　　It is not an independent case. Actually， this most profitable retailer in the world is always staggering in its development in China. Wal-Mart entered China in 1996 with Shenzhen as its fi