{"id":5574,"date":"2020-08-16T18:30:40","date_gmt":"2020-08-16T18:30:40","guid":{"rendered":"http:\/\/focus.cbbc.org\/?p=5574"},"modified":"2025-04-23T10:06:37","modified_gmt":"2025-04-23T10:06:37","slug":"why-retail-companies-need-to-have-physical-stores-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-retail-companies-need-to-have-physical-stores-in-china\/","title":{"rendered":"COVID-19 shows why retail companies need physical stores in China"},"content":{"rendered":"

With billions of dollars of luxury spend trapped in China, retailers that don’t have physical stores in the mainland have been missing out on the world’s most lucrative market, writes Tom Patttinson<\/h2>\n

Shoppers from China spend over \u00a383 billion on luxury goods a year. Two-thirds of this spending historically took place overseas, mostly in the form of Chinese tourists visiting the shopping meccas of London, New York or Paris. No longer.<\/p>\n

And then there are the resellers known as daigou<\/em> \u2013 individuals who bought products in European boutiques on behalf of customers and then sold them in China via online platforms; but they have also been stuck at home or abroad for most of the year, putting an end to that supply chain too.<\/p>\n

As the Coronavirus outbreak has abruptly halted travel, China\u2019s middle classes have been grounded with cash to burn and far fewer places to spend it. In other words, billions of dollars’ worth of luxury spend has been stuck inside the country. And while that’s been great news for retailers with a physical store and presence in China, it means those without one have been missing out.<\/p>\n

\u201cWe have clients who have 40 shops in North America and the same number in Europe but the only one operating from mid February to early July was their shop in Shanghai,\u201d explains Fabio Stella of Hawksford<\/a>. \u201cThis one shop was making up for all the losses elsewhere in the US and EU and was the only one bringing in any revenue,\u201d he adds.<\/p>\n

Although shops around the world are starting to open up in some locations, shopping times are limited, numbers are controlled, and of course, travelling shoppers are almost non-existent.<\/p>\n

A survey showed that the majority of retailers questioned plan to expand their physical presence in China, rather than rely on overseas spending in future.<\/p><\/blockquote>\n

This has led to many retailers speeding up investments in China, with plans to launch more physical stores in the country now a matter of urgency for a number of luxury brands who rely on the Chinese market for around a third of their global revenue.<\/p>\n

\u201cPeople in China are still travelling domestically and people will always match their holdings with a spending experience,\u201d says Stella. \u201cSo brands who don\u2019t have a presence in China will miss out,\u201d he says.<\/p>\n

China\u2019s ongoing desire to keep the majority of spending in-country has also led to policies that look likely to keep shoppers within their borders. For example, as a free trade zone, Hainan is being positioned as the perfect domestic holiday destination for shopping, while allowing travellers to enjoy a break in the sun. On July 1st<\/sup> 2020, in its attempts to rival neighbouring Hong Kong as a tax-free shopping zone, Hainan increased its annual tax-free shopping quota from RMB 30,000 to RMB 100,000. Sales on the first day of the new policy at four malls amounted to nearly RMB 60 million, according to state media.<\/p>\n

More than half of Chinese luxury goods purchases will happen domestically by 2025, Bain & Co<\/a> estimated in May, compared to a third in 2019. This means that after the Coronavirus upheaval ends, things won\u2019t return to normal.<\/p>\n

Because of this, a survey of Hawksford clients showed that the majority of retailers questioned said they plan to expand their physical presence in China, rather than rely on overseas spending in future.<\/p>\n

\"Hainan

Chinese shoppers are now more likely to spend domestically in free trade zones like Hainan<\/p><\/div>\n

To tap into this domestic spending, many luxury brands including Prada, Miu Miu, Balenciaga, Piaget and Montblanc have opened virtual storefronts on Tmall\u2019s luxury platform this year. Luxury brands have usually been opposed to selling on third-party platforms for fear of diluting their brands and losing control of customer data, but in a bid to tap into the trapped luxury cash pile, they are leaving their inhibitions at the door and jumping into the Chinese e-commerce system<\/a> with both feet.<\/p>\n

Livestreaming<\/a> \u2013 a model rarely used outside of China for retail sales \u2013 has also been booming. Luxury brands such as Louis Vuitton, Givenchy and Chloe have all joined the livestreaming market, using influencers to reach new audiences who are staying at home rather than shopping in airports and foreign cities.<\/p>\n

\u201cLivestreaming was never considered by foreign retailers,\u201d says Stella. \u201cIt was thought of as a side market. But this has changed due to Covid.\u201d He explains that companies are able to reach customers with various quick sales and discount offers via livestreaming influencers<\/a>. \u201cThere is a widespread consensus among local brands that demonstrates the usefulness of livestreaming,\u201d he says. The format also gathers data and allows better market research to find out which areas might have the best locations to open new stores.<\/p>\n

\u201cIf I get a lot of users or deliveries from a particular city then I will investigate opening there,\u201d Stella says.<\/p>\n

Many of the brands that already have a foothold in China\u2019s major cities are now looking at expanding into lower third and fourth tier cities because of this kind of data, says Stella. E-commerce is never a substitute for offline retail, he says, but it is a useful tool to tell you where a new opening is going to make sense.<\/p>\n

For brands entering the Chinese market, cross-border e-commerce<\/a> is a great way to try things out. But it should really only be used as a research project, says Stella, because only the savviest shoppers use Jindong or T-Mall global, meaning brands would still just reach a small fraction of the potential market. However, he says it still has the potential to give you great insights about your potential audience, which platforms work better for your brand, and which physical locations might be suitable to launch in.<\/p>\n

Brands used to use the revenues generated by Chinese travel retail shoppers to finance their first entry into China, but now brands will have to do that with e-commerce.<\/p>\n

\u201cA lot of brands have launched on Tiktok, Pinduoduo<\/a> or Little Red Book<\/a> \u2013 and expanded the number of platforms they are on to leverage their risk and hedge against low sales,\u201d says Stella.<\/p>\n

The outbreak has forced some of the struggling brands to close their operations in China. But for many, it has provided an opportunity to speed up their expansion plans and open more physical brick and mortar stores to try to capture some of those billions of dollars of luxury spend that are currently trapped within China\u2019s borders.<\/p>\n","protected":false},"excerpt":{"rendered":"

With billions of dollars of luxury spend trapped in China, retailers that don’t have physical stores in the mainland have been missing out on the world’s most lucrative market, writes Tom Patttinson Shoppers from China spend over \u00a383 billion on luxury goods a year. Two-thirds of this spending historically took place overseas, mostly in the form of Chinese tourists visiting the shopping meccas of London, New York or Paris. No…<\/p>\n","protected":false},"author":4,"featured_media":5575,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123,203],"tags":[316,2427,2028,181],"class_list":["post-5574","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","category-retail","tag-luxury","tag-paywall","tag-physical-stores","tag-retail"],"yoast_head":"\nCOVID-19 shows why retail companies need physical stores in China - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"As Covid-19 forces Chinese luxury buyers to spend their money domestically, retailers without a physical store in China are missing out\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/why-retail-companies-need-to-have-physical-stores-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COVID-19 shows why retail companies need physical stores in China - 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