Shenzhen-headquartered retail chain enterprises have so far established over 100,000 stores across the country, sources from Shenzhen Retail Business Association said.
New forms of consumption have become an important impetus for the development of the domestic market, Hua Tao, president of the association, was quoted as saying. The brands’ focus has shifted from brand awareness advertising, to brand reputation and loyalty based on culture and value recognition.
In recent years, Shenzhen’s leading retail chains, such as Rainbow, Shirble, Maoye, Sundan and Pagoda, have been scaling up their business. With their stores springing up all over the country, these enterprises have become an outstanding force in China’s retail chain market.
Their businesses cover a wide range of fields, including supermarkets, department stores, convenience stores, drugstores, mobile communication, jewelry, apparel and shoes, restaurants and hotels.
Pagoda, founded in 2001, opened the first specialty fruit store in China in 2002 and now operates over 5,300 chain stores across the country.
Rainbow, founded in 1984, now has 100 stores nationwide. The firm has become China’s leading digitalized retailer combining online and offline shopping.
Shenzhen’s retail chains also built shopping centers and department stores nationwide, further promoting Shenzhen brands to more Chinese consumers.
To strengthen their competitiveness, these enterprises have adopted multichannel marketing by combining direct sales and franchise business models to manage stores and train employees nationwide.