Carrefour China​ – Failure Case Study

Carrefour is a French retailer that failed to understand Chinese consumers and has become irrelevant due to the changing retail environment in the country.

Carrefour, which entered the Chinese market in 1995, decided to exit the country after selling a majority stake at a discount in 2019. Despite rising purchasing power and an expanding retail industry in the country, Carrefour China’s net sales have seen a YOY decline of 5.9%.

Scope

– The company could not compete with its local competitors in new store concepts and adoption of digital ecosystems, pushing away consumers.

– Suppliers and store managers, who are important to understand consumers, grew dissatisfied with the company during its last few years.

– Rising rental and labor costs also played a key part in pulling the company further down.

– Technology plays an important role in Chinese society, with a huge number of digital natives and tech-savvy Millennials.

– Lower prices and short delivery times have become standard practices in China, where Carrefour lagged.

Reasons to buy

– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Companies mentioned

Carrefour

Suning

Hema

Tmall

Costco Wholesale

Tencent

Alibaba

Table of Contents

Table of Contents

Summary

What?

Why?

Take Outs

Appendix

    Pricing

Discounts available for multiple purchases.

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