If two thirds of luxury consumption by the Chinese takes place outside of China, there is a clear need for retailers and brands in general to ensure that their staff and management understand how to handle Chinese consumers, or for it to make small adaptations in terms of the retail and customer experience to increase the probability of success with the travelling Chinese consumers.

The manner and consumer behavior of the Chinese 
luxury buyer is determined by a number of cultural and experiential factors, which in the main are likely to be alien 
to those working and living outside of the country…

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