We recently spent some time in Beijing looking at the way Chinese consumers shop and what affects their purchasing behaviours. Here are a few snippets from our trip!
Throughout retail, media and other channels within society, traditional values and heritage remain prevalent alongside western influences.
Due to their naturally traditional values and the rigidly structured society in which they live, Chinese consumers love to express themselves through the brands they wear; but will more than likely go to brands they know and are unlikely to make controversial statements through fashion/consumerism.
Whilst there is strong brand loyalty in the Chinese market, and a growing consumption for global brands, if there is no brand association, perceived quality and relevance to consumer lifestyles then they will not be driven to purchase. If there’s ‘nothing to relate to’ when people pass a brand’s stores it will be difficult for new brands to penetrate this market.
In contrast to flagship stores in Europe being based on street locations, Chinese perception is that street-based retail is for working and middle classes (even on the most prestigious streets) and the highest level of aspiration and luxury remains in the malls.
Even in the busiest and most prestigious street locations, you may get brands being placed alongside tourist stores, low value stores or even retailers selling counterfeit goods, which creates a low-value perception of any on-street retailing.
If you would like to receive our full insight summary on our visit to Beijing, please email us at firstname.lastname@example.org.