Migros wants to open stores in China and continues to rely on Robbie Williams in Europe

Migros industry boss Walter Huber denies this in an interview with the SonntagsZeitung The figures published by Bilanz are a clear indication of this. According to the business magazine, the Migros brand Orange Garten only sells 50 to 60 items per day. This claim is not comprehensible and is not true, says Huber - and confirms, however, that the business model needs to be improved and expanded.

In concrete terms, this means that Migros wants to open stores in China under the Orange Garten brand. "Shop-in-shop concepts or smaller stores in shopping malls are conceivable," reveals Huber.

Chinese want to do good deals

A step that Migros actually wanted to avoid at the beginning of its China expansion. "We don't really like going down this route because the stores cost money," admits Huber. But if you want to speed up business, this approach makes sense. At the same time, the company is working to better understand the online purchasing behavior of the Chinese.

In China, purchases are mainly made on a large scale on special sales days such as Mother's Day or Single's Day. "We learn which products and promotions are in demand on such days. Above all, the Chinese want to do good deals".

What is healthy goes down well in China

Various Migros products are attracting interest in China. Anything to do with health is doing particularly well, says Huber. "Our Blévita crackers and packaged nuts from Sun Queen, for example, are a big hit because they are GMO-free." Baby products and mineral water are also in demand. Chocolate, on the other hand, can only be marketed online in the cooler seasons because otherwise it melts during transportation.

Robbie Williams earns according to success

In the interview, Huber also provides information on the collaboration with Robbie Williams, the European brand ambassador for the Migros brand Café Royal. Although he does not want to reveal how long the contract will run for - "we have agreed confidentiality with Robbie on this point" - the company is very satisfied with the singer's activities. Especially on social media. "He has strengthened our Café Royal brand," Huber is convinced. Williams' involvement is not set to change for the time being. As long as he fits in with the communication strategy, he will not be cut, assures the Migros industry boss. "His Café Royal salary is performance-related. He earns from the capsules sold. That's a good deal for us". (hae)