My clients from the luxury industry are perplexed by certain behaviors from Chinese tourists. For example, they rarely respond to your greetings, and seem not at all interested in the brand’s story and its aspirations (that shop vendors are trained to tell). Instead, they just show you the product model on their smartphone, “I want this”. Pay then go.
For many European companies, storytelling plays a significant role in building customer emotional attachment. However, the Chinese are more comfortable with tangible facts than abstract ideas. They have a very pragmatic consumption approach: price, quality, image(face). Once, a French colleague showed me a ppt he prepared for #China: 5 slides describing the brand’s history and prestige, 2 sildes on the product. I advised him to simply reverse it. This doesn’t mean lack of respect for the brand’s heritage. But brands exist to serve customers, not the other way around. At least this is what Chinese consumers believe.
https://www.linkedin.com/posts/luxuefei_china-brand-tourism-activity-6676841050469916672-oOYO