Pratique du Shadowing: Why 7-Eleven Failed In Indonesia - Apprendre l'anglais à l'oral avec la vidéo
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There are more than 60,000 7-Elevens across the planet, but there is one country where the convenience store chain flopped.
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Indonesia.
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In 2017, the chain of mini markets closed all of its stores there.
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Here's why 7-Eleven failed in Indonesia.
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Let's go back to 2009 when 7-Eleven got its start in the country.
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7-Eleven's Indonesian rollout was run by a local operator, PT Modern International.
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Contrary to its American counterpart that capitalized on to-go items and late-night munchies, 7-Eleven in Indonesia became a trendy hangout spot for locals.
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It offered traditional 7-Eleven items like Slurpees and snacks, but also fresh local food and alcohol.
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and alcohol.
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7-Eleven was very popular with university students, we have the 18 to 25 age range.
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It was a place for them to hang out at all hours of the day, all hours of the night, before the alcohol ban that was imposed in 2015.
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This was a very popular spot to hang out, have a beer after class or after work, have free Wi-Fi, have a bite to eat.
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As the business took off, Modern soon started to expand within the capital, Jakarta.
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It opened its 21st store by 2010, and it hit 100 locations in 2012.
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In 2014, the company hit peak sales of around 78 million with 190 stores.
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The future of 7-Eleven in Indonesia seemed promising.
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The stores remained crowded, but there was one problem.
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People weren't spending money.
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where actually there are some comments that, yes, there's a huge crowd in 7-Eleven, but they might just buy one drink, one fret and sit for three hours.
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The company also attributed its lack of sales to intense competition from existing and new competitors.
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By 2016, the number of retail outlets in Indonesia had grown from 12,000 to 40,000 in just under a decade, with many markets being the sector's fastest growing segment.
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Two of 7-Eleven's biggest competitors were Indonesian convenience stores Indomerit and Alphamart.
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Both chains have a long history in the country and are top players in Indonesia's convenience store market.
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7-Eleven had 190 stores in the country, but its competitor store count absolutely squashed that.
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As of 2017, there were more than 10,000 Alphamarts and roughly 15,000 Indomerits in Indonesia, giving Alphamart a 38% share of the market and Indomerit 47%.
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That was the year 7-Eleven closed all of its shops.
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But before that, it held just 0.7% of the market.
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Regulatory issues also posed a major problem for 7-Eleven.
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In 2015, Indonesia banned the sale of alcoholic beverages in convenience stores and minimarts.
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After the alcohol ban took effect, 7-Eleven's net sales dropped by nearly 24 percent over the next year.
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Unlike 7-Eleven, its rivals Indomerit and Alphamart actually reported revenue gains that year.
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Alphamart and Indomerit were able to withstand the ban because they offered a wider range of products and services.
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7-Eleven's geographic reach posed another big problem.
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The convenience store chain never managed to expand beyond Jakarta and its surrounding cities, but its rivals did.
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They are located in Jakarta, whereas other mini-marties can expand outside Jakarta.
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One is, I think, the regulations for foreign ownership or foreign franchise of convenience stores.
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Because Inumar and Alphamart, Alphamart and Inumar are basically local brands.
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So they have less restriction in terms of expansion to other cities and regions.
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Modern also cited Indonesia's economic slowdown as a reason for its diminishing revenue.
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The chain closed down 25 underperforming stores in 2016 to cut down operation losses.
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And Modern closed the remainder of its 7-Eleven stores in 2017.
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However, a spokesperson from 7-Eleven said, Indonesia is an important country for us.
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This is not the end for 7-Eleven's business.
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The company is hoping to find a new partner to renew its efforts, and it has good reason to believe the right international partner will make all the difference.
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Take Japan.
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7-Eleven entered the country in 1974.
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It partnered with Japanese chain Ito Yukato, forming York 7 Company to operate its stores.
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It was so successful that in 2005 it bought out the company.
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7 & I Holdings became the global owner of the American chain.
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Today, there are more than 20,000 7-Elevens in Japan.
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The U.S.
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has less than 9,000.
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So seeking a new international partner may be the key to its success.
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Indonesian consumers will just have to wait and see.
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Vocabulaire et conseils d’expression pour cette leçon
Cette leçon d’expression orale de niveau B2 s’appuie sur la vidéo « Why 7-Eleven Failed In Indonesia ». Les mots qui reviennent le plus souvent : Eleven, store, Indonesia, Alphamart, chain. Cette vidéo contient 54 phrases et 695 mots à répéter en shadowing. La partie parlée dure 4:38. Le locuteur parle à un rythme naturel d’environ 150 mots par minute, proche d’une conversation courante. Seuls 78 % des mots font partie des 3 000 mots les plus courants en anglais, le vocabulaire est donc exigeant.
Vocabulaire clé de cette vidéo
Les 15 mots les plus avancés de la vidéo, avec leur prononciation et leur sens :
| Mot | Prononciation | Sens |
|---|---|---|
| convenience nom | /kənˈvinjəns/ | convenance |
| competitor nom | /kəmˈpɛt.ɪ.tɚ/ | compétiteur, compétitrice |
| pose verbe | /poʊz/ | poser |
| rival nom | /ˈɹaɪvəl/ | rival, rivale |
| capitalize verbe | /ˈkæpətəˌlaɪz/ | capitaliser |
| diminish verbe | /dɪˈmɪnɪʃ/ | réduire |
| trendy adjectif | /ˈtɹɛndi/ | branché, à la mode |
| flop verbe | /flɑp/ | s'effondrer, s'affaler |
| squash nom | /skwɔʃ/ | courge |
| spokesperson nom | /ˈspoʊksˌpɝsən/ | porte-parole |
| withstand verbe | /wɪðˈstænd/ | résister |
| beverage nom | /ˈbɛv(ə)ɹɪd͡ʒ/ | boisson, breuvage |
| counterpart nom | /ˈkaʊntɚˌpɑɹt/ | contre-partie |
| renew verbe | /ɹɪˈnjuː/ | renouveler |
| restriction nom | /ɹɪˈstɹɪkʃən/ | restriction |
Les verbes à particule que vous entendrez
| Mot | Prononciation | Sens |
|---|---|---|
| close down verbe | /kləʊzˈdaʊn/ | fermer, faire fermer |
| cut down verbe | abattre | |
| take off verbe | enlever, ôter |
Prononciation à surveiller
- Les sons « sh » et « zh »: diminish /dɪˈmɪnɪʃ/, squash /skwɔʃ/, restriction /ɹɪˈstɹɪkʃən/
- Mots longs — placez bien l’accent: competitor /kəmˈpɛt.ɪ.tɚ/, capitalize /ˈkæpətəˌlaɪz/, alcoholic /ˌæl.kəˈhɔ.lɪk/
Les sons difficiles pour les francophones :
- /tʃ/ et /dʒ/ — à ne pas adoucir en « ch » et « j »: beverage /ˈbɛv(ə)ɹɪd͡ʒ/, geographic /d͡ʒiəˈɡɹæfɪk/
- /r/ anglais — langue recourbée, sans frotter la gorge: rival /ˈɹaɪvəl/, trendy /ˈtɹɛndi/, beverage /ˈbɛv(ə)ɹɪd͡ʒ/, counterpart /ˈkaʊntɚˌpɑɹt/, renew /ɹɪˈnjuː/
Comment s’entraîner avec cette vidéo
- Écoutez la vidéo en entier une fois sans parler et notez les mots que vous ne connaissez pas.
- Commencez à la vitesse 0,75×, répétez phrase par phrase, puis revenez à la vitesse normale quand cela devient facile.
- Enregistrez-vous et comparez avec l’original, en faisant attention à des mots comme convenience, competitor, pose.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.