Since September 2017, Migros sells its products in China online under the brand name Orange Garten, now the company plans to open (smaller) shops in the country.
According to Walter Huber, head of M-Industry, a key finding of Migros while doing business in China was, that the online channel isn’t enough and physical stores are needed. Due to this, they now have plans for opening smaller stores or shop-in-shop concepts in the country.
Business in the Middle Kingdom hasn’t been successful for Migros though, total turnover was only around CHF 350,000 (estimation by the newspaper Bilanz). According to Kilian Widmer, head of export of the baby food manufacturer Bimbosan, the problem is that Migros uses as general store concept, which doesn’t work well in China.
