UK stores try to get Chinese lovers in the mood_美文

UK stores try to get Chinese lovers in the mood

Global Blue also estimated that Chinese consumers last year spent 11,000 euros ($13,000) on average on each shopping trip to Europe, Singapore or Hong Kong, where luxury products can be a third of the cost in China because of import duties.

Competing against Westfield for Chinese shoppers are London department stores John Lewis, Harrods and Selfridges, all of which have installed terminals for Union Pay, China's largest bankcard processor.

Chinese shoppers at John Lewis' flagship store in central London's Oxford Street spent 64 percent more this May than a year ago.

This encouraging number prompted it to launch a cultural training program to help its member shops better understand the habits of Chinese shoppers.

It also added Mandarin store guides and brochures with tax refund advice at information desks.

As a result, John Lewis witnessed a surge of Chinese shoppers this summer, who spent 79 percent more this July compared to a year ago.

Earlier this year, Harrods launched a Mandarin store guide application on Android, and an account on Sina Weibo, the Chinese version of Twitter.

Harrods CEO Michael Ward said at a forum last month that Chinese shoppers are now spending nine times as much at Harrods as they did in 2008, and five times more than US visitors.

"This is really about educated shoppers. They know exactly what they want when they come to shop with us, and they expect the best service. It's incumbent on us to change our business model for this new and emerging market," Ward said.