Chinese Electronics Retail Chain Keeps Up With Growing Consumer Demand

Chinese electronics and home appliances retailer Suning has published its goals for 2012, stating that its procurement department will add five major procurement and sales centers to support the fast development of its new channels, including its Internet store, Expo super flagship stores, and Laox stores.

Jin Ming, president of Suning Appliances, said that based on its existing air-conditioner, color TV, and communications procurement and sales centers, the company will establish five new major procurement and sales centers for products like commodities, books, and virtual goods in 2012, so as to create a procurement platform with a scale of over CNY100 billion.

In 2009, Suning acquired the Japanese home appliances store chain Laox, and the Chinese retailer plans to promote this brand throughout China, formally entering into its dual-brand age. Suning said that Laox stores will focus on the diversified operations and they will provide more products, covering household supplies, toys, watches, and snack foods. There will be 30 new Laox stores opened in 2012.

For chain store development, Suning opened over 400 new outlets in 2011. By launching various stores such as super flagship stores, Laox stores, and boutique stores, the company satisfied the diversified demands of consumers while enhancing its competitiveness. In 2012, Suning will maintain its growth for chain store development with over 400 new outlets, including 18 in the Greater Guangzhou region, eight in Hong Kong, and three in Japan.

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