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Retail lessons from China and how to sell effectively to Chinese audiences in the UK

This report by Adyen, Emerging Communications and Global Blue is a culmination of the latest Chinese consumer and retail trends, with insights from Chinese consumers and case studies from some of the most cutting-edge innovations in retail experience.

In 2018, more than 32% of UK tourists were Chinese - and that number is constantly growing. By the end of 2019, almost half a million Chinese tourists are expected to have visited the UK with an average spending budget of £5,000 each. While the opportunities are there for merchants, there is a disconnect between Chinese shoppers and the UK market. 

"Despite the enormous potential, now and in the future, British brands and retailers frequently struggle to sell to Chinese consumers in the UK. Many are not putting enough effort into marketing, and lack a focus on the necessary retail experiences."

Annabelle Baker, Lush

The rewards for getting marketing and customer service right are big, but the pace the country and the consumer moves at makes the landscape highly competitive. Ensuring that you are connected with the latest developments and that all elements of your customer journey are right, are crucial for success.

In this report you will find a breakdown of the three main segments of Chinese shoppers in the UK, an analysis of their shopping behaviour and a plan to target your marketing efforts more effectively.

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