Discount grocer Aldi China has opened three more stores in Shanghai, taking its fledgling network to five.
The three pilot stores come just four months after the German retailer made is Chinese debut. They new outlets are located in Shanghai’s Putuo (pictured), Baoshan and Xuhui districts.
Aldi entered the Chinese market in 2017 through a flagship store on Tmall Global online followed by a Tmall Flagship Store last year. In June, the company opened its first two pilot stores in Shanghai’s Jing’an and Minhang districts and launched its WeChat mini-program.
Aldi is positioning its Chinese outlets as neighbourhood grocery stores. Features include in-house bakeries, fresh coffee and tea, imported wines from around the world, and fresh dairy products from Australia.
Based on customer feedback and market research, all Aldi China stores now carry an increased range of imported products. Stockholdings differ from store to store depending on sales history and feedback.
“By tapping on its global network, Aldi brings a curated range of product categories including wine and liquor, snacks, beverages, fresh produce, ready- to-eat and ready-to-cook meals, personal care and pet-care products,” said a spokesperson.
All Aldi China pilot stores feature an integrated online-to-offline retail experience through the Scan-and-Go function on Aldi China’s WeChat mini-program and instant-delivery services to customers living within 3km of the stores. Customers who visit the stores can have their purchases delivered to within 5km of the stores, and consumers in the Yangtze River Delta can purchase products through the mini-program.
The grocer has also partnered with online platform Ele.me to offer delivery services to a wider range of customers across Shanghai.