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| ¡@¡@¡@¡@¡@¡@¡@¡@Home¡nExpert in Neihu¡nReverse Local Perspectives |
Neihu 1st Store and Neihu 2nd Store
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¡@¡@Among the 24 chain stores of RT Mart in Taiwan, two of them are located in Neihu: Neihu First Store and Neihu Second Store. And these two stores are quite near to each other. Why does RT Mart open two stores so near? The reason is: not all commercial-industrial districts are as large as Dawan South Section Industrial District, the Hsinhu Road where all warehouses cluster seems to be the best place to open a warehouse. And RT Mart¡¦s business volume also proves that this industrial cluster effect does bring more income.
¡@¡@As for the merchandise these two stores sell, in order to avoid too much repetition, most merchandise in Neihu First Store belongs to furniture or large storage equipments much like that of Home Depot in US while the merchandise in Neihu Second Store is more diversified, such as food, clothing, stationery, and toys. Consequently, when comparing these two stores, we feel that Neihu Second Store is more popular than Neihu First Store. |
Localization
¡@¡@How does RT Mart maintain the strategy of low prices with efficient logistics and information? How can RT Mart open Neihu Second Store right after they opened Neihu First Store in such a place of furious competition? The answer is: Localization!
¡@¡@Ms. He suggests that in the golden age of Makro Warehouse, consumers had to drive to warehouses to shop for necessities for daily use at one time. However, with the convenience provided by other retail channels such as supermarkets and Cosmed, the old concept of ¡§to shop at one time¡¨ can no longer be applied to current shopping behavior. Warehouses have to expand their services and supply all kinds of merchandise to meet consumers¡¦ needs.
¡@¡@Aiming at this consuming trend, the RT Mart which had already opened Neihu First Store believed that they should open a warehouse that could combine other industries, such as counters of delicacy, clothing, and technological corporations. Consequently, RT Mart Neihu Second Store was the first warehouse that introduced outlets of famous brands like Nike and Starbucks into it where the entire family can enjoy the fun of shopping.
¡@¡@The combination of warehouse with outside counters is truly the current trend; however, there is a regional restriction. This combination can only be applied to urban trading area like Neihu District, where the convenience of shopping, dinning, entertaining at one time is so important. But this combination cannot be applied to consumers in Central or Southern Taiwan since these consumers have plenty time to spend. |
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RT Mart makes differences in selling strategies, and provides more diversified merchandise
¡@¡@Since there are many economic benefits around redevelopment zone, if RT Mart had not chosen to open Neihu Second Store, other retailers would have opened their stores here. Therefore, RT Mart¡¦s decision to open Neihu First Store and Neihu Second Store together is right and has attracted more consumers to visit this trading area. By making some differences in selling strategies, RT Mart can definitely service consumers through offering more kinds of merchandise.
¡@¡@From curiosity to understanding, we all think this is a great strategy since the total business volume of these two stores is not influenced but is elevated instead. RT Mart has used this strategy to open two stores in Dawan South Section and with their concern of the ¡§localization¡¨ in Neihu. RT Mart has successfully increased their market share, attracted more customers to shop in their stores, and offered residents in Neihu more convenient life facilities. |
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