German retailer Metro has announced that it has opened its first Chinese Metro for Horeca store in Shanghai's Huaihai Road shopping district, marking Metro's new store model's formal entry into China.
Compared with Metro's typical Cash & Carry stores, the Metro for Horeca store is smaller. With a sales area of 2,100 square meters, it provides 6,000 kinds of products to dining professional customers, including Cantonese restaurants and Sichuan restaurants. About 90% products sold in Metro for Horeca are food, of which 45% are fresh goods.
In addition, unlike Metro's traditional stores, which are usually self-built by the company and located in remote areas, the new Metro for Horeca in Shanghai is situated at the center of the city to make it convenient to serve the local dining industry. With the new store model, Metro plans to provide one-stop solutions to dining operators in the central area of the city. Metro for Horeca will make regular price comparisons with farmers' markets to ensure its price advantage.
Cai Tianle, president of Metro Jinjiang Cash & Carry Company Limited, told local media that as a new store model, Metro for Horeca is expected to help Metro increase market share and accelerate expansion. Cai revealed that having entered the Chinese market for 15 years, Metro now has 46 stores in the country. Starting from 2011, the retailer will quicken its opening of stores in China and it plans to open 10 to 15 new traditional stores every year. If the Metro for Horeca store runs successfully, the company will also accelerate its expansion.