Wal-mart's Localization Strategy Research

China whose market has 1.3 billion people has become one of the most important markets in the world, since she was open to the outside world and entered WTO especially. In the beginning of the international retailing companies entered the china, they all had ambition plan that they wanted to earn good money from market of china depended on their experiences on international work. After several years of competition they realize they have not achieved expectancies because they have not adjust their Competitive Strategy to the special environment of china i.e. their Localizations are not succeed. They began to research how to localize their competitive advantage to local situation of country.Wal-Mart is the most prosperous corporation in the world recently. The essential competitive advantage of Wal-Mart is "low-price" and it rests on the low-cost supply chain which relies on the modern transportation and information system. Since Wal-mart entered China's market in 1996, however, it has not achieved surplus because of the insufficiency of the Localization. In Jinan Wal-Mart localized through human sourcing, purchasing, operating, relation with government and commonweal. But there are some shortcoming of Wal-Mart's localizing, such as address selecting, the limitation of the transportation and information system, flexibility and culture because of the condition limitation and inadequate comprehension of Jinan. To localize, altogether, Wal-Mart have made a few changes based on its standard, but these changes are too insufficient for Wal-Mart to adopt in Jinan and Wal-Mart have not accommodated the environment of Jinan.Wal-Mart is the leader of retailing companies in the world, its experiences of competitive in the world and setbacks in China are worth to research by which we could find the way to compete with international companies, like Wal-Mart, and the experiences for our companies to go abroad.