CHINA. The vast differences across China and the market being heavily targeted at consumer behaviour suggest that retailers will find it difficult to communicate to Chinese consumers.
However, the Internet shows immense potential as a vital channel that retailers can tap into.
ACNielsen China Managing Director Glen Murphy outlined these implications for the travel retail industry as he concluded a detailed presentation on Chinese consumer spending to delegates attending the TFWA Asia Pacific Breakfast & Workshop in Cannes.
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Noting that some 41% of travellers from Shanghai are Internet users, Murphy said that it is important to find ways of using the Internet to communicate with potential customers.
“Success will come from understanding the differences of the Chinese consumers,” he said, “as well as allowing Asian influences to flow into product design.”
