Aldi, Lidl and Co. have competition – China wants a piece of the cake
Created: 12/14/2022, 4:10 p.m
By: Stella Henrich
Packstation of the online retailer Ochama in Rotterdam.
(symbol image) © imago
A Chinese operator is opening its first Packstations in Germany with a completely new retail concept.
The top dogs on the market are still Aldi, Lidl and Co. Can the Chinese convince consumers with their concept?
Dusseldorf – The food trade earns well.
The market is divided among itself, above all by Platzkirsche like Aldi, Lidl, Edeka, Rewe and Kaufland.
The top 4 in the industry together generate a market share of around 75 percent.
According to an analysis by the research institute for retail, EHI Retail Institute, from 2021, discounters in particular will benefit.
With a turnover of 42.2 percent, they held the lion's share of the market.
Supermarkets accounted for 34.1 percent and hypermarkets for 16.4 percent of the sales share.
Facts that even competitors do not observe unselfishly.
Now the Chinese company Ochama is surprising local food retailers with a new online concept.
In contrast to the Rewe supermarket, for example, consumers receive their online order directly from a pick-up station.
New: There is no branch shop.
This is reported by the
Lebensmittel Zeitung
(LZ).
So far, six cities in North Rhine-Westphalia are listed on the dealer's website.
These include pick-up stations in Aachen, Cologne, Düsseldorf, Dortmund, Essen and Gelsenkirchen.
According to
LZ
, most of these stations should be supplied from the 20,000 square meter warehouse in the Netherlands near the border.
"Click & Collect" service for groceries: Order online and pick up at a packing station
The system works like this: Customers order the desired products online or via an app from Ochama.
The ordered goods can then be picked up at a sort of packing station – similar to that of Deutsche Post.
Of course, the system with the "Click & Collect" service works outside of the classic shop opening hours.
This is how Ochama advertises its app with the “Click & Collect” service
“From cool electronics to fresh ingredients for your dinner, everything is just a few clicks away.
Enjoy same-day pickup from an Ochama Pickup Shop or next-day delivery.”
So far the online shop is only available in Dutch and English.
Friends of Asian cuisine will get their money's worth at Ochama.
Under the category "World Food" there are lots of articles from China, Japan, Korea and other Asian countries.
(Note: Video is in Dutch.)
Ochama already operates 120 Packstations in Europe
The Chinese online company, which belongs to the listed Chinese Internet group JD.com, is currently only active in Holland.
According to
LZ
, Ochama has opened 26 additional pick-up stations in Europe in the last two weeks, bringing the total number of Packstations to 120.
The company is represented in Belgium, France, Spain and Italy.
According to the industry newspaper, the Chinese wanted to tackle the entire European market from the Netherlands.
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Whether the online concept of the Chinese will work out in the end certainly also depends on the range of goods and their freshness.
Many consumers still value sustainability and organic quality when it comes to food.
Many people even remain loyal to their stores.
But this circle may not even belong to Ochama's target group.
