Media Markt: Enters China With Asia’s Largest Ever 3D Event

Media Markt - China Launch (Shanghai)

Last month, Media Markt opened its new flagship store on Huai Hai Road in Shanghai. Media Markt is Europe’s largest electronic retailer and it is using their new store as a tester for the Chinese market. Rather amusingly, the store did not actually open at the opening event as the staff had not actually been trained yet!

Nevertheless the day was quite spectacular. Huge crowds gathered as Media Markt put on Asia’s largest ever 3D projection show on the side of the building:

The 3D spectacle was accompanied by traditional Chinese fireworks and lion-dancing much to the pleasure of the on-looking crowd.

Media Markt - China Lion Dancing

Media Markt - China Launch (Shanghai) -- 5

When the store finally opened its doors, it was manic. Despite the fact, the store is a staggering 13,000 metres in size it struggled to cope with the sheer numbers of people turning up.

Media Markt - China Launch (Shanghai) -- 1

Media Markt - China Launch (Shanghai) -- 4

Media Markt - China Launch (Shanghai) -- 3

Media Markt - China Launch Crowds -- 7

On the launch day Media Markt also hired 40 branded trucks to deliver to over 1,000 addresses across Shanghai, which again raised excitement levels and awareness throughout the city.

MediaMarkt Shanghai Launch

Yet with all these efforts the accompanying TV Commercial was really quite dull:

It will certainly be interesting to see how Media Markt fairs in Shanghai as plans at the moment are to roll out more stores in 2011.

For more information about Media Markt in China check out their rather cringe-worthy corporate video

Credit to: DVP China / Nu Former

Help us maintain a vibrant and dynamic discussion section that is accessible and enjoyable to the majority of our readers. Please review our Comment Policy »
  • Arthur

    That’s a huge marketing effort on Media Markt’s account. And I’m glad they didn’t hire some celebrity to endorse their brand, yet…

    I also write a blog on these kinds of issues, at http://thebathosblog.blogspot.com

  • pirx

    I have been to MediaMarkt several times. It really seems like staff outnumbering customers. Empty store. May be the masses attended the opening hoping for some free stuff. Some products in the store actually have only samples on display, no stock. Generally prices are quite good, they do have some extremely good deals there, but I guess it will take a long, long time for customers to accept this electric goods supermarket. I also prefer my individual dealer, who gives me the feeling as if I was his one and only customer and that I get a special deal every time, while he skins me alive…

    • gongjiao

      insightful, thanks.

  • Pingback: China’s Largest 3D Projection | gizchina.com()

Personals @ chinaSMACK - Meet people, make friends, find lovers? Don't be so serious!»