Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

DFF: Retailers must up their game for success in China

Success in the Chinese market requires getting everything right

Drapers fashion forum 0537

Drapers fashion forum 0537

China is an increasingly competitive market for European retailers, but presents huge opportunities, Pitney Bowes senior vice-president Mike Griffin told this week’s Drapers Fashion Forum.

“China is a massive market but everyone’s trying to get in to it and retailers have got to get everything right,” Griffin said.

“It’s a complicated market with a lot of price sensitivity and if you fall down on just one area, the business will struggle. That doesn’t mean you can’t do business there. It’s just a case of being aware that if your website is in English and price is in [sterling], it’s going to be difficult.”

Griffin stressed that localisation is increasingly important for retailers looking to break into overseas markets and added brands must consider carefully about where and why they are expanding.

“You have to think about what you’re doing to optimise sales and why you’re entering a market. If you’re just going because you have some demand in that country and think you should, it’s not going to work.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.