Discounter drama: Action reaches for the Christmas toys!

A storm runs through the discounter world! The cheap shop action, known for its bargains, ensures vertebrae in the Christmas business and strikes with an exciting toy special. Like Berlin Live reports its customers with an opulent catalog from over 140 pages that offers everything from doll animals for less than 20 euros. But not only the customers cheer: the competition, especially Aldi and Lidl, sees itself under pressure.

Toy dealer Michael Edl from Rofu Kinderland is critical of the massive entry of action into the toy market. He warns that the practices of such discounter can endanger the understanding of customers for valuable products. "The strategy may seem attractive at short notice, but it has serious consequences," says Edl. At the same time, it has boiled throughout the discounter sector since Kodi's financially battered company is in a protective shield procedure. This reported The West , and could mean for the 238 nationwide branches with 1,800 employees if no successful renovation plan is worked out.

a hard struggle for the market share

The competition among discounters is becoming increasingly intense. While Aldi and Lidl used to be the leaders in the non-food market, discounters like Woolworth, Tedi and Action are now attracting customers who are looking for price-sensitive offers. Kodi is under pressure because the retention of purchase and the increased costs of energy and freight dramatically tighten the Situation. Despite these challenges, Kodi does not want to give up hope and aims to use the insolvency proceedings to secure the future of his shops. The discounter market will continue to be shaped by breathtaking developments, while the giants are fighting for their market shares.