Supermarket is one of the most active and rapidly competitive Chinese retail channels with new and repositioned brands entering the market regularly.  Additionally large format hypermarkets also realize that smaller formats, focusing on food, are their future adding to an increasingly crowed and competitive market place.

Although based on the population size and gaps in competitor strengths, there remains opportunity in the market place for both ALDI China neighborhood supermarket formats in tier 1, 2 and 3 cities with a well-integrated Omni-channel strategy. 

Understanding the competitive environment, an opportunity had been identified for a correctly positioned ALDI China neighborhood supermarket focused on the undeniable sustainable competitive advantage, the ALDI private label brands supplemented with an edited assortment of leading local brands to round out the shopping list of daily needs.

Based on the core ALDI DNA a localized version of SIMPLE, CONSISTENT and FAIR provided the key design attributes for which r/iQ was responsible for the strategic brief, architecture, retail planning & design, all graphic communications, through to 100% schematic design.