Field research is done in two main cities in France. These are Paris and Lille.
This part will first introduce both cities and the research plans, then offer detailed information about different distribution channels.
4.1.1 Research plans 1. Paris
(1) Introduction
There are 20 districts in Paris downtown with Ile de la Cité as the center as shown in Figure 4-1. Each district is coded clockwise. Each district has different characteristics. District 1, 2 , 8 and 9 are the main commercial areas. More precisely, district 2 has many Japanese immigrants who opens Asian restaurants and supermarkets there. District 8 is where most of sightseeing things situated and is also one of the most expensive district in Paris center. Besides, district 7 carries a political atmosphere since it is the center for most of the governmental buildings while district 13 is where most Asian immigrants reside and is often described as the China Town of Paris. Furthermore, district 16 and 17 are full of foreign embassies and is one of the most exclusive residential areas in Paris. On the contrary, district 18, 19 and 20 are often considered as slum districts where security is its main problem.
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Figure 0-18 Paris center districts Source: http://paris-en-photos.fr
(2) Field research plan- Paris
Table 4-1 indicates the field research plain for Paris. More detailed information about each selected districts is shown below.
Table 0-23 Field research plan - Paris
District Description
District 1 ● Shopping mall - Forum des Halles
● Most-frequented supermarket by local consumers - Carrefour
- Casino - Monoprix
District 9 ● Decoration and furniture shop -Lafayette Maison
● Department store -Galeries Lafayette
-printemps District 7 ● Shopping mall
- Le bon marché - La grand epicerie
● Decoration and furniture shop -The Conrad Shop
District 12 ● Bamboo decoration and furniture shop -Art Bambou
District 13 ● Asian supermarket
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(China Town) -Paris Store -Tang frères
-Big Store
● Tea shop
-L'Empire des Thés -Mariage Frères
● Message shop 2. Lille
(1) Introduction
There are 10 districts in Lille with centre district as its center as in Figure 4-2.
Centre district and Vieux Lille district are the two most frequented areas for consumers since they are full of boutiques, coffee shops and restaurants. Besides, Wazemmes district is where most of immigrants reside. There are many different Asian and Arabian supermarkets and shops.
Figure 0-19 Lille center district Source: http://www.fantastic2012.com/
(2) Field research plan- Lille
Table 4-2 indicates the field research plain for Lille. More detailed
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information about each selected districts is shown below.
Table 0-24 Field research plan - Lille
District Description
Centre ● Largest shopping mall in Lille- Euralille Vieux Lille ● Traditional market
Wazemmes ● Asian supermarket -Le Minh
-Asie Nord -Asialiment
● Wazemmes Market 4.1.2 Research results
1. Paris (1) District 1
A. Forum des Halles
Forum des Halles is a huge underground shopping mall as in Figure 4-3. It is usually crowded with people and shoppers since it is very well-located and right in front of the metro. Besides, there is a park outside the mall which is other attraction for consumers to choose Forum des Halles. There are cinemas, sport centers, coffee shops, banks and different boutiques in the mall. However, not many OTOP products can be found here.
Figure 0-20 Forum des Halles Source: Field research
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(2) District 2 (Japanese district)
In Japanese district, there are usually lots of Japanese and Korean restaurants and supermarkets as shown in Figure 4-4.
Figure 0-21 Japanese district Source: Field research A. K-Mart
K-Mart is the most famous and largest Japanese-Korean supermarket as shown in Figure 4-5. Not only Asian consumers like to shop in this supermarket but also many French consumers because of the rich diversity and freshness of products. There are mainly 7 different areas in the supermarket, such as dry-food, frozen products, cold products, drinks, sauces, canned and conserved products, fresh home-made products. Products are mostly imported from Korea and Chinese products are very few.
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Figure 0-22 K-Mart supermarket Source: Field Research
B. Juji-ya
Juji-ya is a small Japanese take-away restaurant. They mainly sell lunchboxes and Japanese fast food like sushi and fried food. It is popular in Japanese district since
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it offers low price and much convenience for consumers. Different Japanese products can be found in the restaurants as shown in Figure 4-6.
Figure 0-23 Juji-ya Source: Field research
C. Ace Mart
Ace Mart is a small Japanese-Korean supermarket. Like K-Mart, there are mainly Korean products in the shop and only few Chinese products. However, Taiwanese bubble tea ingredients can be found here. Consumers are usually Koreans
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and few French people.
Figure 0-24 Ace Mart Source: Field Research
D. Carrefour
In France, Carrefour is where most locals purchase their daily food and necessities. It offers rich product diversity and low prices with lots of products under its own brand. There are also plenty of products from different countries.
Foreign food areas are usually divided by continent. In the Asian area, consumers can find mainly Japanese, Chinese, Vietnamese and Thai products but
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they are mostly fabricated in Europe and are adapted to French consumers’ taste.
Besides, tea can also be found in the shop and it is usually made in tea bags due to French consumers’ unfamiliarity of proper way of cooking tea as done in Asia.
Tea is often flavored with fruits or herbs. Furthermore, since Asian food is becoming more and more popular in France, there is also an area where consumers can purchase freshly-made sushi and watch the processes of making sushi.
Figure 0-25 Carrefour Source: Field research
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E. Monoprix
This supermarket is mainly targeted for middle-aged and high-incomed female consumers. It is usually mid-size and with three floors selling different types of products like in Carrefour. Its first floor is usually for food products such as fruits, vegetables and meat, while its second and third floor are more for office products and cosmetics. Foreign products can also be found in Monoprix and are usually made-in-Europe. Consumers of Asian products are mainly French people since they are made for adapting their tastes.
Figure 0-26 Monoprix Source: Field research
(3) District 9
A. Galeries Lafayette
Lafayette is one of the most famous department store in Paris as in Figure 4-10. It has many different building MITSUKOSHI in Taiwan. There are mostly luxurious products and consumers are mainly Chinese tourists. Therefore, employees can usually speak Chinese. However, local consumers rarely frequent here due to its high prices.
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Figure 0-27 Lafayette Source: Field Research B. Lafayette Maison
Lafayette Maison is one of many buildings of Laffayette. In this building, consumers can find restaurants, supermarkets, wine cellars, pastry shops, cheese shops and furniture shops. Consumers are tourists and locals. We can find some bamboo-made products her, such as baskets, chairs, lanterns and decorations.
However, there are only few products made with glass. In addition, we can find lots of foreign products in the supermarket and they are usually divided by continent like in Carrefour. There are mainly products from France, Italy, England, North America, South America, Asia and Africa. Among Asian products, we can find Indian, Chinese, Vietnamese and Thai products. Yet, as in Carrefour and Monoprix, they are all Europe-made products which have been changed to adapt French consumers. Tea can also be found in the supermarket but they are mainly under French and English brands, such as Palais des Thés, Mariage Frères, Kusmi Tea, Elephant, Betjeman&Barton, Carrefou, Lipton, Twinings, Typhoo and Betty’s and Taylor’ etc. They are mainly flavored with fruits and herbs.
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Figure 0-28 Lafayette Maison Source: Field Research
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C. Printemps
Printemps is a mid-sized department store. There are many tourists and locals who frequent here every day. Its first floor sells mainly luxurious products while its second floor are for furniture, house utensils and fashion products. There are only few OTOP products like pottery and porcelains in dishes or cups.
Figure 0-29 Printemps Source: Field Research
D. Palais des Thés
Palais des Thés is a very famous tea shop in France. It has 25 different branches in the whole country. In addition, it also expands its business in Luxemburg, Belgium, Norway, Ireland, U.S.A, Japan and Israel. There are many different types of tea here
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and they are mainly from China, Japan, Nepal, Taiwan, India and Sri Lanka. They offer green tea, black tea, oolong, long jing, puer, bio-tea, fruit tea and spice tea.
Prices of tea vary tremendously according to their qualities. They are usually from 5 euros to 60 euros per 100 grams. The most expensive tea in the shop is from Taiwan Alishan and Nantou. Consumers can also find tea utensils, tea cakes and books. They also help consumers to choose preferred tea types for offering.
Figure 0-30 Palais des Thés Source: Field Research
(4) District 7
A. Le bon marché
Le bon marché is a big department store in district 7 as in Figure 4-14. They offer products like in Lafayette and Printemps, such as cosmetics, luxurious products, clothes, furniture and house utensils. Consumers are both tourists and locals. However, there are not many OTOP products but only pottery and porcelain in dishes.
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Figure 0-31 Le bon marché Source: Field Research
B. La grand epicerie
La grand epicerie is part of le bon marché which sells mainly sauces and spices from all around the world. The shop is presented like a supermarket as in Figure 4-15. Products are usually divided by country or region, such as France, middle-east, India, Brazil, Italy, England and Asia. Among all the Asian products, Japanese products are the most while Chinese products are the least. However, they are mostly made-in- Europe. Prices vary from 1.5 to 7 euros.
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Figure 0-32 La grand epicerie Source: Field Research
(5) District 12 A. Art Bambou
Art Bambou is a special furniture shop which offers mainly furniture and decoration products made with bamboo. Different products can be found according to different uses at home, such as products for living rooms, dining rooms, bedrooms, offices, gardens etc. In order to satisfy different needs of consumers, they also provide products made with other materials. Furthermore, for giving more ideas about how to design consumers’ houses, they also offer pictures of rooms which are decorated only with products they sell. This also a smart strategy for encouraging consumers to purchase more.
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Figure 0-33 Art Bamboo Source: http://www.artbambou.com/
(6) District 13 (China Town) A. Paris Store
Paris Store is a big group which specialized in importing and selling Asian products.
They offer different products from Asia for many different small supermarkets as a wholesaler. However, they are a retailor as well with their own hypermarkets all over France. It is one of the most famous Asian hypermarkets in France. Their main goal is to offer cheap Asian products for Asians living in France. Paris Store group was established in 1977 and, nowadays, it has 21 branches in France. These are located in Paris, Lyon, Toulouse, Marseille, Strasbourg, Saint-Jean-de-Védas, Tours and Roubaix. As shown in Figure 4-17, they offer rich diversity of products with low prices. Products are mostly from China, Japan, Korea, Hong Kong, Taiwan, Thailand
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and Vietnam. They also sell few French products for satisfying different needs of consumers. Generally, Japanese products are the most expensive while Chinese products are usually the cheapest. The size of shop is as huge as Carrefour.
Figure 0-34 China Town Source: Internet
Figure 0-35 Paris Store Source: Field Research
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B. Tang Frère
Tang Frère is the biggest Asian products wholesaler in Europe. It has certain influence in not only food industry but also in transportation and media industries. It is considered one of the most important Chinese business in Europe. Tang Frère group has also significant power in south-east Asia and is presented in stock exchange in Thailand. It is specialized in wholesale and offers different products for smaller supermarkets and restaurants in France and Europe. Prices are usually very reasonable and they have a very efficient logistic system which ensures its supply chain. It has totally 9 branches in Paris.
Figure 0-36 Tang Frère Source: Field Research
C. L’Empire des Thès
L’Empire des Thès is a Chinese tea boutique where you can buy and try different tea mainly from China as shown in Figure . The design of the shop is in traditional
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Chinese style which attract many locals. They also sell tea utensils and teach their customers how to cook tea in Chinese way.
Figure 0-37 L’Empire des Thès
Source: http://www.yelp.fr/biz/l-empire-des-th%C3%A9s-op%C3%A9ra-paris
D. Mariage Frères
Mariage Frères is a famous tea boutique is France. Establishedin1854 by Henri Mariage and Edouard Mariage , they are now everywhere in France. They offer 600 different types of tea from 36 countries. Many tourists and locals often choose to purchase their tea because of the high quality and delicate package.
Besides, they also sell tea utensils, gifts, incenses, book, tea jams, chocolate and tea desserts. Prices are ranged from 4 euros to 100 euros per 100 grams.
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Figure 0-38 Mariage Frères Source: Field Research
E. Massage boutique
Massage boutiques in France are mainly Spa shops and Asian massage shops.
However, we found that the massage oils they use are mostly from Thailand or Vietnam. Taiwanese oils are rarely found since they are not famous in the world.
Figure 0-39 Massage boutique Source: Field Research
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2. Lille (1) Centre
A. Euralille
Euralille is the largest shopping mall in Lille as shown in Figure 4-23. It is situated in the center and next to Lille train station. Every day, it is crowed with many people because of its location. Consumers are mainly locals and few tourists. Shops sell mainly clothes, shoes and fashion items. Carrefour is also in this shopping mall.
However, there are barely OTOP products, except in Carrefour.
Figure 0-40 Euralille Source: Field Research
B. Dia
Dia is a small supermarket. It is usually considered a very low priced supermarket with low quality products. Its main consumers are students or people with low income. There are only few Asian food products which are all made-in-France. They also sell products under their own brand and Carrefour products.
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Figure 0-41 Dia Source: Field Research
(2) Vieux Lille A. Picard
Picard is a small supermarket which is specialized in frozen products as shown in Figure 4-25. They offer a great variety of products with fresh packing which changes people’s stereotype for frozen products. Convenience and creativity can be found everywhere here. Consumers have many different choices for frozen food and can save lots of time spent on cooking. Therefore, this supermarket becomes very popular in France and has many branches everywhere in the country. Besides, Asian frozen products can also be found in the shop.
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Figure 0-42 Picard Source: Field Research B. Rue Solférino
In Lille, there are many Asian restaurants which are mainly Chinese and Japanese. However, consumers can also find few Korean, Thai, Vietnamese and Indian restaurants. These restaurants are mostly located in Rue Solférino, where young people always frequent. Chinese or Japanese restaurants are often owned by Vietnamese-Chinese or Cambodian-Chinese immigrants. The styles of these restaurants are often very Eastern and shows strongly Asian cultures in order to attract French consumers and to give an exotic atmosphere. Most menus of these restaurants are often written in both French and Chinese which are the main languages of their consumers. There are also many take-away Chinese restaurants in Lille which are very convenient are low-priced.
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Figure 0-43 Rue Solférino Source: Field Research (3) Wazemmes
A. Marché Wazemmes
Marché Wazemmes is the biggest traditional market in Lille as shown in Figure 4-27. It is where lots of locals do their food shopping. It is divided into two parts, indoor market and outdoor market. Indoor market is open every day while outdoor market is only open three times a week. Many different products and food are sold in the market with very low prices. Asian products can also be found here and these products are mostly imported directly from Asia.
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Figure 0-44 Marché Wazemmes Source: Field Research
B. Le Minh / Asialiment / Asie nord
There are four Asian supermarkets near Marché Wazemmes on Rue Jules Guesde which leads to the poorer neighborhood of Lille. This district is where most immigrants reside. These immigrants are mainly from Africa and Asia. French locals rarely frequent here because of its poor security. However, many consumers still come here for these Asian supermarkets. Products in these Asian supermarkets are mainly from China, Japan. Few Korean, Taiwanese, Vietnamese and Thai products can be found as well. They offer many different products, such as frozen food, caned and conserved products, sauces and condiments, incense for praying, snacks Asian decoration items and dining utensils.
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Figure 0-45 Taiwanese Food products Source: Field Research
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Figure 0-46 Asian Supermarkets in Wazemmes Source: Field Research