If you have ever watch Chinese consumers, you will see that often they are reluctant to enter a store because they don’t see from the outside anything that looks familiar or attracts their attention. They look up and down at the windows, peer past the window dressing and if nothing catches their eye, they move on. Of course if they know the brand or have been to the store before, they are less likely to hover outside, but even a store that was once familiar that has changed its external appearance could throw them.

The Chinese consumer works on complete or joined up images as these tell a story that they can quickly process. If we just consider their written language, it’s made up of characters that are in fact pictures, that when joined together tell a story or make up a word as we would know it. …

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