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Owing to this world-class cost structure and disciplined pricing policy, the Lee Group’s flip-flop business is thriving. A couple of years ago, it was paid the ultimate compliment when Walmart, the world’s largest retailer, came calling. Walmart wanted to know whether the Lee Group would consider becoming its flip-flop supplier. The Lee Group said no. The company has long sold all its flip-flops at its factory gates to local wholesalers, who take the shoes to every corner of Nigeria and into surrounding countries in West Africa. It has never had any trouble selling its entire output and didn’t see the point of disappointing long-standing distributors in order to serve Walmart. It didn’t need the business of the largest retailer in the world because it had found a more efficient production model to serve an even more price-conscious consumer. In some sense, it had outWalmarted Walmart.
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Irene Yuan Sun (The Next Factory of the World: How Chinese Investment Is Reshaping Africa)