Haute Couture<\/a> could be a way for brands to preserve their exclusivity.<\/p>\n\n\n\nAnother way is \u201cAlways-on” marketing which can include brands livestreaming from Hainan duty-free stores with the goal of tempting consumers to pay a visit to stores in person, and hence generate constant publicity and hype. Brands can also engage Key Opinion Consumers<\/a> (KOCs) with a strong presence on social media, in order to further cultivate ‘brand envy’ and a sense of aspiration among consumers to own luxury products.<\/p>\n\n\n\nWhat to expect from the travel retail market in China<\/h2>\n\n\n\n- According to the research institute CEPII, China\u2019s 14th<\/sup> 5-Year Plan will attempt to ensure greater investment in human capital in all regions. Yet, with the concurrent investment in innovation and technology, China\u2019s north-south divide is also widening.<\/li>
- Brick-and-mortar stores and brands that are hoping to leverage the pop-up store concept should be aware of the characteristics of each Chinese city – <\/strong>whether they feel that their brands and stores would do better in well-established Chinese cities, <\/strong>or that they are well-placed to leverage their first-mover advantage.<\/li>
- China\u2019s ultimate goal is to \u201c<\/strong>restore the Middle Empire at the centre of Asia\u201d according to CEPII. Such nationalism is likely to also be pronounced in the travel retail market in China, hinting that the Guochao trend is only likely to get stronger.<\/li><\/ul>\n\n\n\n
To learn more China travel retail stats and strategies, check out our report! <\/h2>\n\n\n\n