From FutureBest's The Future of Retail in China:

Living on the doorstep of China, one can't help but be drawn to look to the North.

I have scoured magazines, read books, attended conferences and watched streaming video to learn what the best retail minds think about shoppers' behaviour in China. Talking to retailers, suppliers, sales staff, shoppers and those who prefer internet shopping over going into a store, I am learning what these individuals think about retail.

While Chinese marketing researchers and retail futurists see a change in locals shopping habits, that vision appears to go against the cultural norm that has been the consuming nature of the Chinese for 3,000 years. Will Chinese consumers really spend as easily as some might predict or hope? What are actual facts and indicators that can demonstrate potential new shifts in the way consumers respond to retailers' enticements or their own wants and desires?

Additionally, I have observed situations that appear to support or refute predictions based on the principles of human nature and emotion. I have also seen and learned that shoppers in lower-tier cities like Danyang, act differently than those in Beijing or Shanghai. So without a doubt 1.4 billion Chinese do not all think and act alike. But are the observed behaviour variations reflective of the retail environments they are experiencing, or are there distinctive cultural derivations that naturally occur, based on ethnic, social, or philosophical influences?

To view the full article, visit FutureBest.

Jerry Gelsomino lives in Hong Kong, where he works as a retail critic, tracking emerging consumer behaviour in search of the next big trend. In all his endeavours, he is focused on creating the best shopping experience for customers.

Inside China is Retail in Asia's regular column dedicated to showcasing opinions on China retail from experts in the industry.