Metro bets big on China's growing middle class

Metro Commerce Group, an arm of Beijing-based Wumart Group, is looking to tap into rising demand for high-end consumption from middle-income families in the country, a top executive said at the fourth China International Import Expo.

"The retail industry is undergoing tremendous changes with the rise of middle-income families in the country. Metro is able to meet the appetite for such consumers with its own procurement advantages and quality control capabilities," said Chen Zhiyu, deputy CEO of Metro Commerce Group.

To suit new appetites, Chen noted the group opened two new Metro Plus stores, a new members-only warehouse store that can better meet needs for diversified and high-quality products.

"For instance, we have selected more than 4,000 stock keeping units for display in the store. Among them, more than 40 percent are imported and private brands. We also sacrificed part of the store space to create a children's playground, coffee bar and other areas that are suitable for a family of three to five to do leisure shopping," he added.

To stand out amid fierce competition, Chen said Metro Plus has also boosted its deeply integrated digital shopping experience.

During this CIIE, Metro brought about 130 imported products from 23 countries, including imported champagne, sparkling wine, salmon and bluefin tuna as well as Japanese Hokkaido rice.

"The Chinese market has always been one of Metro's vigorously-developing markets. We will continue to promote the quality upgrading of the country's mid- to high-end consumer market, and strive to bring a safe quality lifestyle to the new generation of local families," Chen said.