By Laurie Burkitt
BEIJING-- Wal-Mart Stores Inc. is ratcheting down its ambitions
in China, after years of watching its growth stymied by the
challenge of quickly opening large numbers of stores across the
country. The lightning-fast surge in e-commerce and its own
missteps have also given the retailer pause.
"We'll grow, but our goal is not to be the biggest retailer in
China. Our goal is to be the most trusted," said Chief Executive
Doug McMillon at a news briefing in Beijing on Wednesday.
Wal-Mart plans to open 115 new stores across China by 2017,
creating more than 30,000 jobs and bringing to 530 the number of
stores the retailer has in the world's most populous country.
However, that is only a fraction of the 5,187 it has in the
U.S.
When Wal-Mart entered China in 1996, it aimed to mirror the U.S.
expansion in China, opening thousands of stores across the
country.
Wal-Mart wants to slow down to focus on quality, Mr. McMillon
said, adding, "We're investing in the long term."
The company realized it was aiming to grow too fast in the
country, said Raymond Bracy, a spokesman for Wal-Mart in China.
Stores in some locations failed and had to be closed. "Now we want
to get it right with greater success from day one when opening a
store," he said.
The adjustment matters, experts say, because Wal-Mart has long
viewed China's vast consumer market as important growth territory.
The retailer is relying on international growth as U.S. sales rose
a slim 0.5% last year, excluding newly opened stores.
Wal-Mart opened its first two stores in China in 1996. By 2010
it had 279 but then it slowed new openings. Under its current
expansion plan, it isn't even attempting to double the 2010
number.
Industry watchers say the retailer likely would have expanded
more rapidly across China if not for a mixture of its own missteps,
such as choosing poor locations, bureaucratic red tape and a
slowing economy.
Wal-Mart said in February that its fourth-quarter net sales in
China fell 0.7% from a year earlier, and sales at stores open a
year, a measure known as same-store sales, dropped 2.3%.
China is still is a key growth market and online expansion is
critical, Mr. McMillon said, though he would rather see the company
move slowly, building a solid foundation, than growing too quickly
and making mistakes. Mr. McMillon said Wal-Mart has focused in the
past year on centralizing its distribution, lowering costs and
improving efficiency in China, moves that he said are paying off.
Wal-Mart declined to provide financial figures to show the
improvement and it doesn't break out revenue by country.
But experts say Wal-Mart has lost ground by moving too slowly
and sticking too closely to its U.S. strategy in fast-paced
China.
Wal-Mart needs to bulk up faster, said Richard McKenzie, partner
at consultancy OC&C Strategy Consultants. In the U.S., building
scale has given Wal-Mart power to pay its suppliers less for
shampoo and other products because it is buying in bulk. "Scale is
very important in grocery retail," said Mr. McKenzie.
Some industry watchers also criticize Wal-Mart for stores in
China that appear rundown compared with rivals. According to
market-research firm Euromonitor, China Resources Enterprise Ltd.,
which has thousands of stores across China, has overtaken Wal-Mart
in market share with outlets similar to Whole Foods' upscale stores
in the U.S.
Wal-Mart said Wednesday it would invest 370 million yuan ($59.6
million) to remodel 50 of its stores this year.
Executives at Wal-Mart say the Chinese marketplace is a moving
target, as in-store sales growth dwindles for most retailers and
formidable Chinese online rivals emerge.
To be sure, Wal-Mart was one of the first retailers--foreign and
domestic--to set up online in China; in 2012 it acquired a majority
stake in e-commerce site Yihaodian, which dominates milk sales
online. However, Yihaodian is still tiny compared with e-commerce
giant Alibaba Group Holding Ltd. and second-largest player JD.com.
It accounts for a mere 1.4% of online transactions, while Alibaba
holds a 61.4% share, according to market-research firm
iResearch.
This week, Wal-Mart will be rolling out an app in China that
enables shoppers to order goods on their phones and either pick
them up in a store or have them delivered by Wal-Mart's own
employees. But some of its rivals in China have already created
ways for customers to order online and pick up at convenience
stores near their homes.
Mr. McMillon, who is known for being digitally savvy, said there
is "room for improvement" online.
Wal-Mart previously has said that the Chinese government's
austerity campaign has pinched sales, with efforts to stamp out
waste in government and at state-owned firms lowering demand for
items tied to China's gift-giving culture, such as alcohol, gift
cards and moon cakes.
Sarah Nassauer contributed to this article.
Write to Laurie Burkitt at laurie.burkitt@wsj.com
Access Investor Kit for China Resources Enterprise Ltd.
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=HK0291001490
Access Investor Kit for Wal-Mart Stores, Inc.
Visit
http://www.companyspotlight.com/partner?cp_code=P479&isin=US9311421039
Subscribe to WSJ: http://online.wsj.com?mod=djnwires