Rocky Fu’s Blog

A McKinsey survey of Chinese consumers underscores the difficulty multinational retailers may face in applying to China their tried-and-true formulas for differentiating products and brands and suggests that they should adopt new approaches in areas such as in-store sales and advertising. Moreover, the survey highlights important differences between average Chinese apparel shoppers and the country’s young adults—a group that offers global retailers some intriguing possibilities. The key findings are:

• 70% of apparel sales in urban China take place in modern formats
• 40% of the Chinese respondents, for example, report wearing similar clothing at work, formal social occasions (such as weddings), and dates with friends or family
• Only one-quarter of the respondents say that foreign brands offer better value than local ones do
• Many young consumers favor international brands

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