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Pioneering the Chinese Self-Storage Market: Locker Locker Adopts a Western Business Model

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The company identified a suitable location within a densely populated urban area, and co-owner Yam managed the construction project and provided detailed designs. The builders had never heard of or seen a self-storage facility before, so it's a testament to the diligence of the owners that they constructed a first-class project on par with more established western operators.

The extra mile paid dividends for Locker Locker, as it has built a class-leading product that demonstrates the power of self-storage to the local community and developes a clear standard for the industry in southern China. It’s important at this early stage of the industry’s development that quality facilities are built to indoctrinate the market.

Locker Locker's Chevy SUV attracts attention with humorous graphics that illustrate the benefits of self-storage.

Building a Heartbeat

Locker Locker wanted to stand out immediately, create major impact and set a new level of design and management. The company installed the latest closed-circuit television solution, complete with remote-viewing capability via the Internet and a remote-monitoring station that is manned around the clock. To help manage the operation, it implemented SMD Software Inc.’s SiteLink Web Edition, which has software operating in Mandarin and support from SiteLink International in Brisbane, Australia.

The owners deliberated for months about marketing strategy, knowing brand identity would play a major role in enticing a society not yet familiar with self-storage. The brand name was chosen to create instant appeal and provide an idea of the types of services offered.

Logos and signage were designed, and luminescent lights now hang from the side of the building, which was constructed in a densely populated neighborhood next to a main arterial road. The company’s Chevy SUV, driven across Shenzhen each day, is emblazoned with humorous graphics to clearly illustrate the benefits of self-storage. The Locker Locker website is also published in multiple languages to appeal to the local community and the many Westerners who reside in the city.

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