Mobile phone retail company Zhongyu has now completed its layout in five Wal-Mart stores in Hunan Province.
Guo Xiuhong, vice president of Zhongyu, says that after several years' effort, the company has completed its store-in-store layout in supermarkets around China. In the future, the company will focus on details and try to set up sites in every large supermarket.
Zhongyu's store-in-store model can be traced back to 2004 when the company started to cooperate with Carrefour in China. Then it expanded the model over the country. In 2006 and 2007, Zhongyu established partnerships with many other supermarkets, including Trust-Mart, Lotus, Park N Shop, RT-Mart, Ren Ren Le, Century Mart, Vanguard and Wal-Mart. With this model, Zhongyu opened hundreds of stores across China without having to worry about large upfront real estate purchases.
The store-in-store model for Zhongyu not only save costs for the company, but also takes advantage of those large supermarkets to attract customers and ensure the business volume of the company.