we
WHEN YOU
你
也就是我们
WIN
成功
PREFACE
The fast-growing China market has become one of the focus markets for METRO Cash &
Carry and METRO GROUP.
Since entering China in 1996, METRO has built up a differentiated business model which
develops dynamically. Constantly evolving in line with our customers’ needs keeps us ahead
of the market. More than four million buying professional customers have chosen METRO
China as their trusted partner.
Meanwhile, our efforts in ensuring quality, food safety and traceability, have won broad
recognition. We are proud that METRO has been chosen as the major supplier for many
large international events in China, such as 2008 Beijing Olympics, 2010 Shanghai World
Expo, 2012 Artistic Gymnastics World Championships, 2012 China National University
Games, and 2014 CICA Shanghai.
METRO will continue to invest heavily in expanding and upgrading its sales network and
services in China. At the same time, we are determined to become a multi-channel expert
in the focused areas to better serve our professional customers such as hotels, restaurants,
caterers as well as small traders and institutions. With an aim of being the “Champion for
Independent Business”, we know that we can ultimately only sustainably grow our sales and
earnings if our customers are successful. We win when our customers win!
Jeroen de Groot
President of METRO China
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PROFESSIONALS & METRO
METRO C&C has expanded its footprint to 26 countries, with over 750
stores globally. METRO not only provides high quality products, but also
professional solutions and attentive services to help more independent
businesses grow and achieve success.
In China, more than four million buying professional customers choose
METRO as their trusted partner.
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Professional Solutions & METRO
METRO introduced a new trading format into the traditional wholesale business and was
the first in the world to adopt the Cash-and-Carry business model. METRO is not a retailer,
but a full-service, quality solutions provider, helping independent businesses progress and
attain the success they desire.
In this constantly evolving market, whether you are a hotel manager, convenience shop
owner or procurement officer, METRO offers the most professional solutions to meet your
specific needs.
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Did you know?
• In China, METRO offers one-stop solutions and innovative value-added services to
220,000 hotels, restaurants, canteens and food-service companies;
• Helps more than 133,000 groceries, small scale supermarkets and convenience
stores achieve revenue growth;
• Provides support to over 3.75 million enterprise customers, satisfying staff benefit and
daily operational requirements;
• Satisfies the needs of individual consumers who are keen on quality of life and
food safety.
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Comprehensive Assortment & METRO
METRO is able to meet all of your personal and professional purchasing requirements with
approximately 25,000 different types of products from fruits and vegetables to office supplies,
home appliances, fabrics and automobile accessories. METRO takes care of almost all
operational, office and conference needs of our professional customers.
From items as small as tissue paper and snacks to articles as large as bedding, each product
could entail as many as four to five different packaging specifications in order to fully satisfy
the different needs of our customers.
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Did you know?
Enjoy now! METRO Own Brands
Armed with in-depth knowledge of the nature of our customers’ businesses, METRO has
proudly launched six own brands, tailored specifically to meet the needs of our different
target groups. With over 3,000 available products, customers can enjoy high quality at
truly reasonable prices.
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aka
Developed as a basic, entry price brand for our trade customers, aka comprises approximately 400 food and 200 non-food products;
FINE FOOD
Specially designed for convenience stores, groceries, service stations and independent food stores, FINE FOOD offers high quality products, appealing packaging and
competitive pricing;
HORECA Select Tailor-made for food-service companies, HORECA Select comprises a comprehensive
range of food and non-food items to meet all the needs of a professional kitchen;
H-LINE
Comprises everything from bed and bath to tissue paper and candles for housekeeping, buffet sets, cutlery and restaurant equipment. This diverse range of
non-food products is the perfect solution for hotels and food-service companies;
RIOBA
Offers an all-in-one solution for bars, cafes and hotels by supplying coffee, beverage,
cocktail mixers, glasses, napkins and other bartending products;
SIGMA
Covers all office supply needs including stationery, paper and desktop equipments.
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Competitive Pricing & METRO
METRO sources from the top of the supply chain to ensure competitive prices. On a weekly
basis, METRO conducts price comparison audits with other wholesalers, adjusting the
prices of hundreds of products in order to maintain real-time competitive pricing.
Furthermore, METRO provides the pricing scheme of “Buy More Pay Less”, especially for bulk
purchase customers.
Unique Convenience & METRO
At METRO stores, stocks of our core product range are examined more than twice every
day to ensure availability and display effectiveness. Promotion items are also checked to
ensure stocks available to meet demand.
Every METRO store uses the same layout, along with prominent and clear labeling to ensure
that customers find the products they need easily, even at a newly opened METRO store.
Sustained Innovation & METRO
Our delivery service has been developed in line with Chinese customers’ purchasing habits.
The delivery service of METRO consists of distribution centre delivery, platform delivery,
out-of-store delivery, express delivery and food service delivery. The food service delivery is
specially designed for hotels, restaurants, catering and other food-service customers to
ensure high-quality products, competitive prices and convenience services in forwarding and
food processing.
The “METRO Kitchen” and the “Inspiration Corner” are training and sharing platforms set
up specifically for our hotel, restaurant and catering customers. It conducts training
sessions for over 40,000 people on safeguarding food freshness, culinary excellence and
other professional food-service skills by on-site product demonstrations. As a result,
METRO successfully brought the world-leading food management and culinary skills into the
Chinese food services industry.
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Professional Staff & METRO
METRO believes that a professional service does not stop at providing high-quality products.
With the in-depth product knowledge, our store experts will help customers make the right
choice for the right product at the best price.
In-store sales staff resemble a one-on-one purchase guide, assisting customers with menu
design, recommending new products and solutions, while making the purchase experience
much easier and more convenient for our customers.
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FOOD & METRO
METRO is committed to ensuring food safety along the entire value chain.
The key is to work hand-in-hand with our partners, such as farmers, packaging companies, logistics service providers, authorities and professional
customers to ensure maximum safety. METRO takes responsibility in leading the industry where quality and safety issues are paramount, while
addressing every level of details with innovation.
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Star Farm & METRO
In 2007 METRO established China’s first agricultural consulting firm, Star Farm. A traceability system was developed to record information “from farm to market” to reduce food
safety risk, save management costs, and also enhance the reputation of METRO in terms
of food quality and safety. While helping farmers increase productivity and efficiency, METRO
was able to ensure maximum quality and safety from the source.
To date, METRO has trained more than 350 enterprises and farmer cooperatives, approximately 12,000 food-processing staff and assessed 2,200 farming sites. Over 20,000
farmers have received professional training, nearly 3,000 traceable products were developed,
and more than 3.5 billion RMB of total sales revenue has been achieved.
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Did you know?
METRO’s traceability system: food product has its own unique ID
Whether it is a box of apples or a bag of chicken wings, would you like to know where these
products originate from? Simply check the traceability barcode on the packaging and
you can find the “history” of the product through the related websites or smart
phones. The traceability system will provide information including the name of the
farmer, address of the food processing plant and the delivery methods.
WE STRICTLY SELECT THE BEST FARMERS AS OUR BUSINESS PARTNERS.
WE TRAIN OUR FARMERS TO USE GOOD AGRICULTURAL PRACTICES.
WE TRAIN OUR FARMERS TO OPTIMIZE THE USE OF PESTICIDES, AND WORK IN A SYSTEMATIC WAY.
WE CAREFULLY MONITOR THE WHOLE SUPPLY CHAIN “FROM FARM TO MARKET”.
WE PROVIDE TRACEABLE SAFE HIGH QUALITY PRODUCTS.
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Cold Chain & METRO
At METRO China, there is a ‘seamless’ cold chain covering the entire food supply process
to guarantee food freshness every step of the way. From fully-automated temperature
control systems, pre-cooling for goods loading and receiving to multi-temperature delivery
vehicles, various measures have been put in place to ensure food continually stays fresh
and safe.
To increase customer satisfaction, METRO China collaborated with P&G, Unilever, CocaCola and other suppliers to analyse potential issues and provide solutions in order processing, warehousing and stock flow. This successful case study received the Gold
Award for Efficient Consumer Response (ECR) China, demonstrating “best-in-class” supply
chain management.
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HACCP & METRO
All of the METRO stores in China have been operating in accordance with the HACCP system
(Hazard Analysis and Critical Control Points), from loading, processing and storage right up
to the shelves, to ensure the food that arrives on your table is absolutely safe.
At METRO, a strict color-coded system is applied to everything in the operating area, from
workstations to operational tools and uniforms. Red represents meat, green for fruit and
vegetables, blue for marine and yellow for dairy products. This system prevents the
cross-contamination of food.
Did you know?
•
All of METRO stores in China are HACCP certified to guarantee the highest level of food safety;
•
Every METRO store is staffed with a HACCP expert;
•
Our archives contain 55,000 various product certifications;
•
In the shortlisting of suppliers and products, 3,000 types of food safety standards, 1,900 types
of country-specific safety standards and 1,100 types of regional safety standards were adhered to;
•
4,000 product tests are conducted a year;
•
150 supplier training-sessions are conducted yearly, along with 1,200 food safety audits;
•
We implement HACCP training for our hotel, restaurant and catering customers in order to
raise the food safety awareness levels of consumers.
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SOCIETY & METRO
METRO China is committed to contributing to the sustainable development
of China as well as fostering a harmonious society. METRO is here in China
to do business for the long-term, and will grow the company and further
develop responsibly by balancing economic interests with environmental
and social aspects.
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Progress & M ETRO
With its unique business-to-business concept, METRO connects the local producers to the
market and offers a reliable one-stop purchasing channel. This business model is instrumental in stimulating domestic consumption levels and METRO’s transparent tax invoicing
system effectively prevents under-table transactions.
METRO creates access for Chinese enterprises to its network in 26 countries around the
world, helping them to increase their profit margins.
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Community & METRO
METRO actively contributes to local communities and encourages staff to participate
in community services.
From 2010 to 2011,
METRO collaborated with NGOs to roll out the “Safe Food, Gelivable Growth” children’s food
safety education program.
Since the spring festival of 2012,
METRO together with “Rice Mummy”, has operated the “Love Box” project. To date, contributions covering 60 cities in China have totaled around 1.6 million RMB.
In September 2013,
The ‘Food Bank’ project was launched in the METRO Shanghai Putuo store. Operations have
been running smoothly, with donations amounting to approximately 1.5 million RMB. This
project has been rolled out in Shanghai, Beijing and Guangzhou, will eventually expand to
other METRO stores nationwide.
From November to December 2013,
Founding partner METRO together with the China Foundation for Poverty Alleviation jointly
organised the “Charity Moving 100·METRO Happiness Charity Month”. As a result, 780,000
RMB were raised within two months.
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When Natural Disasters Strike, METRO Is Always At The Frontline Of
Rescue Efforts
In 2008,
METRO employees united with donations and rescue tents for those affected by the Wenchuan earthquake, and supported restoration efforts at the affected areas. The METRO store
in Chengdu also initiated a staff and family blood donation drive.
In 2010,
METRO China donated 100,000 bottles of pure water to the Yunnan drought area that
were delivered by Kunming Beichen Store employees to help alleviate the water shortage.
In May 2012,
The METRO Kunming Beichen Store along with the Kunming Municipal Civil Affairs Bureau
supported rescue efforts at the most serious drought areas in six villages in Yunnan’s Kunming
Dongchuan district and Xishan district. Rescue packages were donated to 3,000 households
affected by the drought.
In September 2012,
METRO China donated urgently required essentials and food items to the border of Yunnan and
Guizhou to alleviate food shortages and poor living conditions in disaster areas as a result of a
5.7 Richter scale earthquake.
In 2013,
When a 7.0 Richter scale earthquake struck the city of Ya’an in Sichuan province, METRO
China immediately put together a special resourcing team to gather large quantities of
drinking water, food supplies and other rescue items. The METRO Chengdu Qingyang Store,
together with the Sichuan Province Investment Promotion Board, delivered the rescue
packages to the disaster areas to alleviate hardships due to the shortage of living supplies,
drinking water and food.
In August 2014,
METRO China, in cooperation with the Emergency Management Center of Yunnan Ludian
County Civil Affairs Bureau, provided more than 40,000 bowls of instant noodles, water and
other food to the victims of Yunnan Ludian, where a 6.5 Richter scale earthquake had struck.
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Sustainability & METRO
METRO’s main responsibility as one of the largest food traders in the world is to ensure
a safe and sustainable food supply for future generations.
Beginning at the farm base, METRO tests water and soil quality, adopts sustainable
production and processing methods - like the right use of fertilizers or pesticides and
proper irrigation methods - and ensures a minimum of packaging material is used. With
innovative packaging solutions, like vacuum packaging and an unbroken cold chain, METRO
reduces wastage to a minimum. Centralised distribution platforms contribute to reducing
the frequency of vehicle usage and transportation routes are optimised by achieving the
three “minimum rule” in supply chain management: minimum time, minimum resources
and minimum carbon emissions. A sophisticated ordering system and proper storage
facilities ensure only a minimum of food is wasted.
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Did you know?
At METRO, not only vegetables are green
In 2009, METRO opened its first energy-saving store in Wuxi Huishan. During construction,
state-of-the-art equipment using the newest technology – such as heat recovery, wastewater recycling, and energy-saving lights and refrigeration – was brought in to control the overall energy usage at the new store. To save energy, refrigerators and freezers at METRO
China stores are installed with sliding glass doors, and eco-friendly light bulbs are used and
sold nationwide. With these light bulbs, METRO helped reduce energy usage by 30% and saved 52
RMB per light bulb annually.
In 2014, METRO opened its first store implementing carbon dioxide refrigeration technology in
Weifang. Carbon dioxide is considered safer than other refrigerants, as it does not deplete
ozone and yields much lower greenhouse gas emissions. Compared with traditional methods, this efficient refrigeration technology can reduce energy consumption by as much as
20 percent, lowering operational costs.
In addition, METRO China launched an Energy Awareness Program to track the energy
consumption of METRO China's stores and headquarters, using the data collected to set
attainable energy-saving goals.
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麦德龙商场在中国的布局
METRO China Store Map
CHINA & METRO
In 1996, METRO Cash & Carry, the international leader in self-service wholesale, opened its
first wholesale store in the international Shanghai, China. Now, METRO China has over 80
stores in nearly 60 cities, with more than 12,000 employees and over 4 million buying
professional customers. Armed with confidence in the Chinese market and a long-term
growth strategy, METRO will continue to invest and expand its footprint in China.
As a sales division of METRO GROUP, METRO Cash & Carry is one of the largest wholesale
and trading firms in the world. It is represented in 26 countries around the world with over
750 self-service wholesale stores and over 110,000 employees. METRO GROUP has a
footprint in 30 countries globally and has a headcount of around 250,000 employees
across around 2,200 stores.
Key Partner for Major International and National Events in China
2008
2010
2010
2012
Beijing Olympics
Shanghai World Expo
Guangzhou Asian Games
Asian Gymnastics World Championships
Formula One (Shanghai circuit)
2012 National University Games of China
2013 Asian Youth Games
2014 CICA Shanghai
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Our Brand Positioning :
Champion For Independent Business
METRO’s Brand Promises:
• We continuously seek to understand your needs
• We build trusted and personal relationships
• We inspire with expertise and unique solutions
• We go the extra mile to make it happen
• We win when you win
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1964
The first METRO self-service wholesale store
opens in Mülheim/Ruhr, Germany.
1968-1994
Out of Germany, METRO Cash & Carry progressively opens over 100 stores in Holland, Belgium,
Spain and other countries in Europe.
1996
METRO Cash & Carry is one of the first international wholesalers to enter the Chinese market. It
expands further in Asia in the new millennium,
with new stores opening in Japan, India and
Vietnam.
2004
METRO Cash & Carry becomes the world’s
leading wholesale company, with more than 500
stores in 27 countries globally. In the same year,
the headquarters building is completed in Shanghai
Putuo district.
2007
METRO becomes China’s first HACCP-certified
wholesaler, establishing and solidifying its leadership position in food safety and quality management. In the same year, METRO sets up Star Farm
to help raise quality and safety standards of local
farm produce and food processing industries.
2009
METRO introduces delivery service in Germany.
In the same year, METRO Cash & Carry launches
six own brands focusing on key target groups.
2012
With annual sales of €31.6 billion and 743
locations in 29 countries, METRO Cash & Carry is
the leading international player in self-service
wholesale. With 12 new openings in one year in
China, a new record was created for the company.
2013
750 th
The
METRO Cash & Carry store is opened in
China. With annual sales of more than €2 billion,
the delivery service is one of our most successful
sales concepts.
2014
METRO Cash & Carry celebrates its 50 th
anniversary with employees, customers and
suppliers worldwide, and renews its commitment
of being a “Champion for Independent Business”.
METRO China
1425, Zhenbei Road Shanghai, P.R.China
Post Code: 200333
Tel: +86 21 2207 8888
Fax: +86 21 2207 6602
Website: www.metro.cn
Shop with us: www.metromall.cn
Imprint
Publisher: Corporate Communications, METRO China
Editor-in-chief:
Albert Cao
Planning Editor: Tanya Ma
Design: Beacon (Shanghai) Advertising Co.Ltd.
Status: May, 2015