The dogs bark, the caravan passes. The market share of hard discounters may well have declined last year to 14.1% in value against 14.3% in 2008 Worldpanel Kantar, Lidl and Aldi have fared better than their competitors. The two German purists class, have stabilized their presence in France, respectively 4.8% and 2.5%. At the same time, Ed French (Carrefour) and Leader Price (Casino), followers of the "soft discount", which combines a broader assortment in stores, fell more comfortable.
Lidl and Aldi stay the course in France. Both brands are as always very discreet about their projects. But according to our information, Lidl plans to inaugurate 20 new stores in 2010 after fifty openings last year. And union sources, Aldi (855 stores by end 2009) should establish a fifty after 40 holes in 2009.The substantial slowdown in the pace of expansion due to the Lidl launch a costly program to modernize its fleet. To date, 80 of its 1450 French outlets were upgraded (renovated facades, car parks enlarged). Lidl is similar to the concept of soft discountavec the presence of national brands in its linear and business practices similar to those of conventional signs. A "gentrification" according to some observers, which poses the risk to Lidl to blur its image till payday cash advance. According Worldpanel Kantar, the brand has also lost its status in 2009 to sign the French hard discount preferred in favor of Aldi.
Hunting costs
Fidelity visceral it pays to its original concept.The creed established by the brothers Albrecht in Germany after the war has not changed one iota: 850 references, 100% brand ownership over 650m ?. All 60 new stores, the retailer opened a regional logistics center. After installing a platform in Cestas (Gironde) in 2009, Aldi should not introduce new this year. The slight decline in sales at just under 2.5 billion euros in 2009, led him to concentrate its efforts on hunting costs. Steep decline in full-time but temporary work … Everything is good to maintain profitability.
For both signs, 2010 should be another year of consolidation against competition that is organized. Ed will go under Dia and Leader Price renovates its fleet. Netto (Intermarch?) has planned to deploy a new store concept.Aldi and Lidl have to keep their image of best value for money on the market. That marks the first time that prices of traditional retailers stepped up, like Carrefour Discount.