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Understanding the importance of the store experience to the Chinese

Anyone who has had any interaction with Chinese consumers, whether in China or elsewhere in the world will no doubt agree that their manner and characteristics are not like those of other nationalities. And for those who meet them without the benefit of a great deal of international travel exposure, their behaviour and attitudes can on occasion be ‘shocking’. Not because its completely unacceptable, but that its unexpected.

Those who have lived and worked in China for long enough adapt to this behaviour and either ignore it, or are actively prepared to handle it. But what is still amazing to the observers among us is that many brands still fail to acknowledge these Chinese mannerisms when creating their store experiences. They come to China and use a store design created in their home country by a design team with no understanding of China or the Chinese…

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