Best Buy (NYSE: BBY) continues to aggressively look at China as its next retailing conquest, and the largest consumer electronics chain in the U.S. has just said that it plans on a second location in Shanghai to firmly cement its plans there.The company stated that it still needs to find a suitable site, but if it does, another Shanghai store is in tow sometime in 2008. The retailer's existing Shanghai location -- in the downtown Xujiahui area -- opened in early 2007, and has already proved successful enough to make Best Buy's international development team seek another location. My, my -- that was quick!
Best Buy CEO Brad Anderson says that the retailer is studying China and is not making snap judgments in terms of its expansion strategy there, saying that, "Best Buy needs experience in the China market, but it takes time." The only problem is that the competition is becoming more fierce every day, with companies already familiar with doing business with Chinese consumers. The learning curve needs to accelerate in Best Buy's case or it could find itself behind.
It's very strategic for Best Buy to study the competitive landscape and brand itself as required in China's rapidly growing retail market, but in addition to that it needs to understand the needs of the Chinese consumer more than anything. That will take time and patience, but every quarter still counts here.
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