摘要
进军香港市场意味着快速而粗犷扩张模式的终结，中国本土家电零售商该如何自我调整？
Suning Corporation (Suning), a leading chain retailer of 3C (Consumer appliances, Computer and Communication) products in China, announced its purchase of the Hong Kong-based digital electronic chain store Citicall Retail Management Ltd. (Citicall) at the end of last year. The HKD210 million (USD27 million) deal is expected to be done by March this year. The Hong Kong market is totally different from that in the Mainland. Data show that there are currently over 140 electronic chains and over 800 home appliance stores dotted in Hong Kong. Though small in area, the local stores deliver huge sales and boast pricing rights. This means the extensive expand mode will be useless in Hong Kong and that's why Suning bought the local retailer to help with its exploration on the market. The Hong Kong market is long been considered the springboard for international operation of China's homegrown companies. Suning is of no exception. It aims to take not only the 22 Citicall stores but to cover the whole Hong Kong market with a 50-store network. The Citicall trade will prepare Suning for its global management and multi-culture markets in the future.
