Aeon Retail in China

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Abstract

It is a great difficulty yet a key point for foreign-funded retail enterprises to practice multinational operation to adapt to the huge and regionally diversified market in China, to avoid inadaptability to the local conditions, and to better meet the different demands of customers. The case is mainly about the localization strategies of Aeon, describing how Aeon China was developed in Hong Kong in 1985 and in Guangdong Province in 1996, so as to find out its business model during localization in China and its adaptive strategy changes and retail format selection in different environments of institution, culture, consumption, and different consumption habits. By probing into the localization in China of Aeon Retail, the case tries to figure out how a multinational retailer can better adapt to the local market, have a keen sense of the market to choose target communities, and better meet local demands. The case will help in looking into the localization management and cross-cultural communication of multinational retailers.

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