1. How did Li’s adjust the OBI model to China market.李如何調(diào)整OBI模型到中國市場。
作為中國建筑材料行業(yè)的超級巨星，李鳳江致力于將OBI模式與中國市場的實(shí)際地位結(jié)合起來。 一開始，他試圖通過世界級的購物體驗(yàn)從傳統(tǒng)市場贏得中國消費(fèi)者，然后他調(diào)整產(chǎn)品線并增加本地產(chǎn)品的百分比，這可以被稱為“國際管理，本地運(yùn)營 “。 李先生招聘具有中國和世界知識的本地專業(yè)經(jīng)理。 后來，他還執(zhí)行以客戶為導(dǎo)向的方法，也更好地迎合中國人。 他的戰(zhàn)略的一個(gè)重要部分也反映在他的區(qū)域?yàn)橹行牡挠?jì)劃。

As a superstar in China’s construction materials industry, Li Fengjiang focuses on combining OBI model with the practical status of China market. At the beginning, he tries to win over Chinese consumers from traditional markets by a world-class shopping experience, while after that, he adjusts the product lines and increases the percentage of local products, which can be described as “international management, local operation”.  Li recruits local professional managers who have profound knowledge of China and the world. Later, he also carries out customer-oriented method which is also better cater to Chinese people. A significant part of his strategy also is reflected in his region-centered plan.

2. What is right and wrong about Li’s strategy in China
Wrong: At the beginning, he tries to provide world-class shopping experience to Chinese consumers so as to win over them from traditional markets. Through the establishment of Wuxi store, Li puts huge amount of human resources and money without getting a good feedback. He focus too much on OBI prototype without relating it with the reality of China market and Chinese consumers’ shopping habit.
Right: After the failure of Wuxi Store, Li focuses on the reality. He hires Chinese professional managers and focuses more on Chinese consumers’ habit in shopping. He also makes localization strategy of region-centered plan, which considers the differentiation of different region, so as to conduct different plan.

3.What is right and wrong about the OBI China Strategy after Li?
Wrong: After Li’s resignation, OBI carries out the strategy of centralized management. OBI re-adopts firm restrictions and the procurement becomes more and more strict. All supermarkets have the same operation procedures without differentiation. This strategy neglects the feature of different regions and different consumers. Since Germany staff gains more power, the personnel in this group becomes unstable. 
Right: German staff and Chinese business have more communication through this strategy. Chinese business can learn from German’s experience in construction material retailing for their 36-years expertise. This strategy can give China market a good channel to be more international.

4.What can you learn from this case.
We can see that OBI’s strategy before and after Li’s resignation is different, which causes different results. Li’s strategy focuses more on China market. He respects Chinese consumers’ habit and the feature of different regions in China without just moving the model of OBI in German to China. The localization is very important in business. While after Li’s resignation, the restrict framework and procurement are not suitable for China market. The communication between Germany staff and China business is good, but under the condition of fair situation.
So we can see that a good prototype can provide expertise, while if it wants to achieve success in another place, it should consider local environment so as to achieve this goal.