Boxes on wooden bullets are the first thing consumers see when they enter Mere. The new Russian shop in Leipzig's suburb looks more like a supermarket warehouse. The boxes contain the juice from the Czech Republic and in the fridges – Hungarian sausages, Deutche Welle says. Mere and other food in Mere are 20 per cent cheaper than in Aldi and Lidl.
"Mar Aldi formerly"
The Russian wholesale bakery "Torgesuris" did not come into Germany at the end of January 2016 just at Leipzig. Just a week after Mere opened, he had to close for two days after everything was freed. Some people later returned, others didn't return.
Cornelia is one of the men who comes every week. “For those who don't have much money, this is very cheap, 'she says. "You can't buy everything you need, but you can get meat, sausages and tinned food at low prices."
By selling the merchandise in carts on the floor, Mere is like many buyers as instructed by German insolvencies. "Just like Aldi before," another client, Stefan, told DW.
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From Siber without Germany
The owner of Mere, Torgeservice, is based in the town of Krasnoyarsk in Siberian. The company has over 800 stores under the name Svetofor, mainly in small Russian towns, but also in Belarus, China and Kazakhstan. The business model has been popular in Russia, particularly because of the economic difficulties in the country in recent years.
The chain has recently expanded to the west. The name Mere was also used in Romania. And while the next destination was to Belarus, Germany continued. Owners do not want to engage with the media or pay for advertising. A spokesman from DW said that the first store at Leipzig is doing well.
TS Markt, the German sub-group, is already looking for new sites in the biggest European economy. According to the company's website, they are looking for cities with at least 80,000 residents in East Germany. New shops have already been designed in Zwickau and Chemnitz. Their strategy has a negative emphasis on the east of the country: but, overall incomes are much lower.
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Germany cannot complain about the absence of divisions. "There is no other country in the world where producers in Germany have a greater market share – 40%," said Michael Gerlin, Managing Director of the EHI Retail Institute in Cologne. "
These shops, including Kaufland, Lidl, Aldi, promise customers low prices which they get through reduced costs for staff and rent and a lower selection of goods. The difference is usually between 2,000-2,500 things, compared to up to five times larger in ordinary supermarkets.
In recent years, their competitors have created their own budget budgets, so the valuable gap is very small. That's why they started investing more in light, designing, more workers, more banners and even bakers in stores. And they managed to get their market back, but it still opened a shop for prices with lower prices. And here he hopes to find Mere.