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.
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.
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.
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