Lidl is now emulating Aldi - and takes over the successful concept

Lidl is imitating its rival Aldi.

The discounter is divided into north and south.

Neckarsulm - Germans can choose from numerous options for their daily grocery shopping.

The market is correspondingly competitive.

Lidl has now divided its sales area in Germany into north and south based on the Aldi model, according to

food newspaper.net

.

The discounter, part of the Schwarz Group, would like to be able to react better to local conditions.

Nothing fundamental will change for the customer.

And the logo will also remain the same in Germany.

There are also no changes to central purchasing or ownership.

To this end, the north and south departments are to act more independently in logistics and when opening new shops in order to better identify and use regional potential.

The role model is the rival Aldi, which has struggled with a downward trend in recent years.

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Lidl is imitating Aldi: division into north and south

© Martin Gerten / dpa

Lidl vs. Aldi: competition is coming to a head

The rival Aldi is still ahead of Lidl, but the lead is getting smaller.

As

Lebensmittelzeitung.net

reports, Aldi sales are only around 2.5 billion euros higher than Lidl’s sales.

The lead in sales has thus halved since 2016.

Although the discounters and supermarkets have benefited from the corona pandemic, Aldi was able to benefit less than the competition.

Lidl is at the forefront around the world

Schwarz general partner Klaus Gehrig wanted to introduce a sales structure based on the Aldi model years ago.

He is convinced that with a north-south division, Lidl will be closer to the market.

In addition, the discounter can react more quickly to local regional competition.

While Aldi is trying to make the structure more central, Lidl is going the opposite way.

On the international stage, the Schwarz Group, to which both Lidl and Kaufland belong, has left Aldi behind for some time, according to Wirtschaftswoche.

With sales of $ 134 billion, the Schwarz Group is now the third largest retailer in the world after Walmart and Amazon.

Aldi follows in fourth place with 116 billion dollars.

It remains exciting to see whether Aldi can defend its place in front of Lidl in Germany.

Aldi, Lidl and other discounters will be affected by a change in the law from next year.

(jsch)

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List of rubric lists: © Martin Gerten / dpa