Retail lessons from China: What you need to know
Selling to Chinese shoppers in the UK is so much more than accepting Chinese payment methods and displaying Alipay/WeChat Pay/Union Pay logos in your window (although that’s a good start).
Months before the shopper even boards a plane to visit the UK, they’re researching, discussing, and evaluating brands on social media. To entice them into your store, you need to identify who your target audience is, where they hang out online, and how best to capture their attention.
For example, did you know that Chinese demographics are much more complex than ‘Gen X/Y/Z’? Instead they’re segmented as: Post-80s, Post-90s, Post-95s, Post-00s. And, while Post-80s and 90s can be found on WeChat, Post-00s consumers prefer QQ.
Once in-store, you want to deliver an experience that meets the high expectations of Chinese shoppers who are used to an almost futuristic experience back home. This doesn’t mean you have to employ robots; brand quality, tradition, and the personal touch speak volumes. But don’t let the side down with clunky cross-channel journeys or by not supporting Chinese payment methods in a seamless fashion.
And finally, convert one-time shoppers into brand ambassadors by encouraging them to share their experiences online. Set up selfie backdrops in-store and offer personalised products. Establish a presence on Chinese review platforms so it’s easy for shoppers to tell their friends about you. And finally, there are 80 calendar events celebrated in China, which is 80 opportunities for triggering a sale.
To help identify the best ways of selling to Chinese shoppers in the UK, Adyen teamed up with Emerging Communications and Global Blue and went on a fact-finding mission to China. They hit the shopping streets, hosted consumer focus groups and KOL interviews, and spoke to local players like Alipay.
Read the whole story in the report: Retail lessons from China.