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China's Retail Market: within Reach

China remains a compelling market for global retailers, especially as the country’s economic growth, even if moderating, continues to present a plethora of untapped opportunities as the world’s second-largest retail market. In this paper, we examine how the benefits of a corporate-owned structure in Tier I cities inform the direction in which international food and beverage and fashion retailers should move to grow their brands within the vast China market.

Key messages from the paper include:

  • Start in Beijing or Shanghai, and go corporate.
  • Corporate stores meet the preferences of the increasingly sophisticated and worldly Chinese consumer
  • Brand principals are better equipped financially to drive demand through marketing campaigns
  • Commit to Tier III cities for the long haul

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