Delighting the retail world - Altavia

The emergence of a large middle class
– the promise of all the emerging markets –
has made China into the dream market,
the El Dorado, for a number of economic
players. After ten decades in the leading
pack of economies experiencing the
highest rates of growth, China now holds
the position of the second-largest global
economy, ahead of Japan. With the
establishment of a strong middle class
in China, the opportunities and prospects
for development for all retailers are
extraordinary.
Supporting growth in the retail sector…
In 2010, total sales of consumer goods in
the retail sector reached 15,7 billion yuan, up
by 18.3% compared to the previous year.
A more in-depth analysis by geographical
area shows that sales of consumer goods
in urban areas reached 13,6 billion yuan
(up by 18.7%) and in rural areas 2,1 billion
yuan (up by 16.2%).
Although there is certainly growth, the
significant differences between habits
and methods of consumption persist
between the regions, and must be taken
into account.
Report - China
The opportunities
for growth are
extraordinary.
Today’s Chinese consumer is getting
ahead of himself; in the major towns and
cities, consumers, who are very connected
thanks to new technologies, are better
informed and are adopting very sophisticated
methods of consumption. In a retail market
that is still fi nding its structure, there is a
real premium on innovation and in particular
on marketing communications.
Retailers must do more than increase
their instore traffi c, they must create clients’
loyalty by improving their differenciation.
It is on this path that Altavia China is
driving its development forwards, by
bringing together commercial creativity
and new offers in the marketing services
segment, associated with its flawless
knowledge of the codes of the retail sector.
Thus, Altavia China today provides support
in China for major clients such as
Carrefour, Media Markt (European and
German leader in household appliances
and electronics), B&Q (part of Kingfi sher
Group – European leader in the DIY
segment), Watsons (Hong-Kong group
that includes the Marionnaud brand,
in particular), etc.
…and e-retail
E-commerce and online price comparison
websites are multiplying at a rate of knots.
In 2009, the market share of online
shopping in the Chinese retail sector was
1.9% compared to 4.9% in France, and
11.6% in Japan; it is expected to reach
4% in 2011. Prospects are good, as the
country numbers 160 million cyber-buyers
and will have 245 million by 2013.
As for mobile phone sales, with 303 million
users of mobile phones already in 2010,
there is no doubt that there will be an
upheaval in the near future in terms of
growth and usage.
In the face of such advances, major national
and international players in the generalist
and specialist retail segments are coming
to Altavia China, seeking an integrated
multi-services partner who can support
them in meeting all their multi-channel
communications requirements.
In the publishing market, Altavia China
benefi ts from the group’s experience as
a preferred partner in commerce for
chain stores for more than 30 years, and
offers its clients high added value in the
definition of best practices, the best
technical and technological choices and the
optimisation of multi-locale management
of issues relating to marketing campaigns.
Altavia China advises and supports retailers
in the implementation of systems to
manage the content of their marketing
communications, in order to improve their
effi ciency. By maximising fl exibility and
reducing risks, content management
systems are a real key to achieving better
competitiveness. Therefore Altavia China
enables all retailers to optimise their
processes and reduce distances in a
country that is the size of a whole continent.
As Jing Legrand, CEO of Altavia China
says: “In China, anything is possible but
nothing is simple”. Whilst the opportunities
for growth are extraordinary, success
depends on creativity, an open mind and
fl exibility, without ever seeking to impose
existing Western models. This is how
Altavia has built up its development in China.
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reports 2010