With three stores opened in Shanghai in the eight months since entering the China market, Media Markt is determined to establish a stronghold in the highly competitive consumer electronics retail market. Corporate communications has an important role to play in the business development plan and to support this imperative, Ketchum Shanghai recently provided training for Media Markt store directors, customer relations managers and service center representatives to enhance their knowledge of local media landscape and equip them with skills and techniques in handling media interviews.

The training was lead by William Li, corporate practice director at Ketchum Shanghai and Sophy Zheng, account supervisor. They were joined by Chen Hua, senior reporter at Shanghai’s popular news daily the Oriental Morning Post, a well informed and connected journalist following the retail industry.

The training started with an overview of the Shanghai media landscape and the training team answered questions regarding news making, journalists’ ethics, and key topics and issues in the electronics retail industry. Several recent case studies of Media Markt in the news, particularly in response to customer complaints, were also shared and discussed.

The second part of the training involved mock interviews which put particular focus on skepticism over whether Media Markt, as the largest electronics chain store operator in Europe, can survive and thrive in the cut-throat Chinese market dominated by local brands.

With the knowledge received, many store directors performed well in the media interview drills. “I really like these store directors. They are young, ambitious and know what they are doing, and carried a positive image for their company in front of the camera,” commented an impressed Chen Hua, “I sincerely wish Media Markt can succeed here as they really bring a new and refreshing shopping experience to Shanghai as an international metropolis.”