Retail lessons from China
and how to sell effectively to Chinese audiences in the UK
Practical advice to entice, excite and engage Chinese shoppers
- Discover what shopping looks like in China today
- Hear directly from Chinese consumers
- Get first-hand accounts of the newest retail experiences
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Get unique insights into the Chinese shopper: How they shop, what they love, and how to win their loyalty
China is closer than you think
There has never been a better time to sell to Chinese consumers in the UK.
The number of Chinese tourists, students and expats are expected to increase to record numbers this year. With their high spending power and love of UK brands, they represent a huge opportunity for retailers.
But, despite the enormous potential, British brands frequently struggle to sell to Chinese consumers. Many are not putting enough effort into marketing, and lack a focus on the necessary retail experiences.
“There is an English attitude that we don’t go to them, they come to us...if Chinese consumers don’t know your story they aren’t given a reason to buy.” Jessie Hsu, Editor, Harper’s Bazaar China
So the question is: How do you attract and win loyal Chinese shoppers?
Our fact-finding mission to China
To help you better understand the Chinese shopper, Adyen, Emerging Communications and Global Blue went on a explorative mission to China.
This report is a first-hand account of what we learned: A culmination of the latest Chinese retail trends, insights from Chinese consumers and leading payment companies, and case studies from some of the most exciting retail experiences.
Myles Dawson
Adyen, Managing Director
Technology is such an important element to winning Chinese customers in the UK. Put yourselves in their shoes. They are outside their comfort zone – overcoming barriers such as language, culture, currency and lack of mobile in the customer experience. Adding technology to make the shopping experience a little more familiar and frictionless will make a big difference to them.
Myles Dawson
Adyen, Managing Director
Technology is such an important element to winning Chinese customers in the UK. Put yourselves in their shoes. They are outside their comfort zone – overcoming barriers such as language, culture, currency and lack of mobile in the customer experience. Adding technology to make the shopping experience a little more familiar and frictionless will make a big difference to them.
Domenica di Lieto
Emerging Communications, CEO
The fundamentals of winning business from all Chinese consumer groups is to truly know and understand target audience segments, and to act on this knowledge to combine communications and in store experiences. Retailers need to invest in creating journeys that optimise purchasing, and long-term dialogue that generates repeat sales.
Domenica di Lieto
Emerging Communications, CEO
The fundamentals of winning business from all Chinese consumer groups is to truly know and understand target audience segments, and to act on this knowledge to combine communications and in store experiences. Retailers need to invest in creating journeys that optimise purchasing, and long-term dialogue that generates repeat sales.
Garry Buckland
Global Blue, Head of Strategic Partnerships
There are many reasons why Chinese consumers love shopping in Britain. They can buy brands or products that they can’t get back home and they can ensure their products are authentic. But value cannot be underestimated. Many western items are highly taxed in China so shopping abroad can be highly cost effective. Enabling consumers to reclaim the UK tax on top of this is a very powerful proposition for Chinese shoppers.
Garry Buckland
Global Blue, Head of Strategic Partnerships
There are many reasons why Chinese consumers love shopping in Britain. They can buy brands or products that they can’t get back home and they can ensure their products are authentic. But value cannot be underestimated. Many western items are highly taxed in China so shopping abroad can be highly cost effective. Enabling consumers to reclaim the UK tax on top of this is a very powerful proposition for Chinese shoppers.
