This article is about Chinese millennials, with some insights on how they live and shop. Highlighting some remarkable differences between Europe and China. It was first published in April 2019 in Dutch Marketing Journal Adformatie.
Retailers trying to cross a frontier and doing some really exciting new things: we kind of miss it. If we see new brands, we experience mostly small, incremental changes. A new kind of display idea, new designs or styles or a different routing. Few physical formats take a more lateral (some call it crazy) route to market. Enter Gentle Monster.
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Instead of going West next time, travel East. Retail and e-commerce in the fast lane.
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