Strategy

China has developed a unique retail revolution, the O2O (Online-to-Offline) strategy and the more recent ‘New retail model’. The entire customer journey is redesigned. Chinese consumers will no longer think in terms of separate purchasing channels; China is setting standards for the future of global retail.

To really understand a culture, brands should move beyond the obvious and create ways to connect with consumers on an emotional level. It is worth scrutinising and understanding the current needs of people. Before you making judgements do the research and co-operate with local communities. 

Speed and service, home delivery has become an essential service. See now buy now. You see a product, you scan it, you leave, and it arrives at your home. Re-inventing retail by using digital technologies to simplify and personalize the customer experience. To do this, they are using predictive analytics in addition to digital technologies. Data is also used to create an intimate connection with their customers.

Craftsmanship is a shared connection between Eastern and Western cultures. The demand for personalized, diversified and customized products is growing. Younger consumers in particular tend to value design, material and the production processes.

There is a shift from ‘made in China’ to ‘design in China’. In addition, China is preserving their craftsmanship, not only to preserve their intangible heritages but also develop it further. NGO’s in China create artistic residencies inviting foreign designers to China and work with intangible heritage, to elevate their craft and design to the next level. 

01 Seamless online-to-offline

02 Understanding the culture

03 Speed

04 Connection

Streetwear

Soulgoods is a sneaker apparel store co-founded by Taiwanese artist Tang Zhizhong and Beijing street fashion opinion leader Jiming, who also operates a streetwear brand with a combination of Chinese culture, Beijing spirit and European and American clothing design. In Ji Ming’s eyes, the tiger has one of the most unique stripes among the Chinese animal culture and is one of the design elements that often appear in street culture. Their style is a blend of postmodern street style, skateboarding culture and 90ies retro style, mixing Chinese and Western cultural references.

Interactive retail

ShopShops is an interactive, live stream global marketplace that connects retailers and brands directly with cross-border shoppers. It aims to provide that direct connection where you can feel as though you are physically in the store, shopping and meeting the people. Virtualizing the physical shopping experience for global consumers by providing them with real-time curation, interaction and content.

Made in China

ZaoZuo (which in Mandarin, means ‘very picky’), a furniture brand founded by Shu Wei, catering to the rapidly growing Chinese middle-class. The brand offers furniture and lifestyle products that are manufactured in China. Creative director Luca Nichetto says: ‘There are no “Chinese” markets, and we don’t need to think only in the “Chinese” way, because what Chinese people need are exactly what we need in Europe and what Americans need in America, nice things, with a nice price.’

Despite their obvious thirst for digital, young Chinese consumers now rank in-person retail experiences as the most impactful. The combining of the two worlds has already happened in China.

WeChat mini-programs are sub-applications within the WeChat ecosystem. Brands can place mini-programs, like memberships, in a retail environment, to add a connection with the consumers. 

Shops to experience, try things out, to feel connected to. Temporary shops and experiences for those in the know. Storytelling is creating the brand, the universe surrounding the products and interactions with the brand.

Speed as a service. Convenient and fluid services that support people in their daily lives, where they want it, when they want it.

New Retail

All-in-one

Experience

Speed as a service

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