Although the power of the current unlimited scenery, but the crazy price war can not be lasting, physical store management still have a bright prospect.

16 months after retreating from the Chinese market, Best Buy in the world's largest consumer electronics retailer has returned.

June 26, Best Buy announced in Nanjing, will be introduced in the Chinese market, "Best Buy Mobile" brand, and in the original mobile phone operating area of the five-star Electric Mall to open a proprietary mobile phone, Tablet PC and other personal mobile terminal products, "Best Buy Mobile Store". Wang Jian, global senior vice president and Star Electric chief executive of Best Buy, said Best Buy will be in Nanjing's 14 five-star electric stores in the Best Buy Mobile store shop, opened two before the end of June, Nanjing success in Jiangsu province after the rapid advance, and then in the country to open an area of 300 to 800 square meters of independent shops.

Steven, the head of the Best Buy Mobile (China) project, said at a news conference: "Best Buy mobility is the world's largest business unit, and we have a team from 8 countries, we will rely on the five-star platform to tailor the Chinese market's mobile phone business model, Fundamentally change the concept of Chinese consumers to choose and use mobile products. "To achieve this, I have spent 6 months in China and experienced the time-consuming and cumbersome process of buying a mobile phone in China," he said. ”

Best Buy in May 2006 by the acquisition of Jiangsu five-star Electric company into China, and subsequently opened 9 of its own brand stores. But last February 22, Best Buy, announcing its official website, announced it would close all 9 stores in mainland China and its retail headquarters in Shanghai's Pudong Jinqiao (600639), while incorporating Best Buy in China's retail business and equipment into the five-star electrical brand.

It is widely believed that Best Buy has withdrawn from China because of its "acclimatized". Once in the five-star electrical management of the people told the newspaper reporter, Best buy close their own brand stores, its warehouses piled up with inventory. "The money earned by five-star appliances was eaten by Best Buy stores." ”

Best Buy has been brooding over its failure in the Chinese market, and last September 22, Wang Jian announced publicly: at the end of 2011, Best Buy Shanghai Xujiahui (002561, shares bar) shop will reopen the door. Although the plan has now been dashed, the ambitious goal of the best Buy move in China has added to Wang's confidence: "The opening of Best Buy mobile in China marks the return of Best Buy brands back to China." ”

In fact, Best Buy is eager to return to China, and its poor performance last year. Public data show that in the first quarter of this year, its net profit fell by 25% Year-on-year, operating income increased by 2%, but international market revenue has slipped 6%. To this end, last April, Best Buy announced that it would close about 50 stores in the United States.

Can best Buy return to Chinese market success? Market participants disagree. Several in Suning and Gome shopping consumer to accept this reporter interview, said that this year, China's home appliance market sales slump, even suning and the United States many shopping malls are left in the cold, Best Buy last year's retreat has damaged its reputation, at this time to return to the Chinese market is difficult to do. A similarly engaged in household appliances chain retail business management staff, said, Best Buy mobile business model is difficult to have a unique, in the electricity market influence of the day by day, relying on store sales is difficult to have big.

But Xu Yuan, vice president of Chinese Market society, thinks that the tiger is the most ferocious, Best buy choice in the market low ebb, can enjoy the future growth of the market space. "China's mobile product market is still in a rapid development period, the potential of a huge, and store mode low-cost, small risk, the profit can be maximized." "Xu Yuan said, although the current situation is unlimited, but crazy price war can not be lasting, physical store management still have a bright prospect."