Rumours have been swirling for years about Neiman trying to get retail space on the Shanghai Bund for a large new store. Most analysts see it as essential for foreign brands — especially luxury brands — to have bricks and mortar shops to bolster their credibility in a country where seeing is still believing.

数年来一直有传言称，奈曼-马库斯试图在上海外滩搞块零售店面，开一家新的大型门店。多数分析师认为，对外国品牌、尤其是奢侈品品牌来说，开设实体店是至关重要的，这样做可以提升可信度，毕竟这仍是个讲究“眼见为实”的国家。

"Customers really need to be able to see and touch the product and feel the brand heritage in a physical environment," said Rein. "Luxury sales are booming online but people still tend to equate e-commerce with cheap," he said, adding "I don't think it's possible for a foreign brand to come in and sell at high prices just online".

“顾客们真的需要能够看到、摸到产品，在现实环境里感受品牌的底蕴。”雷小山说，“奢侈品的在线销量增长很快，但人们仍倾向于认为电子商务等同于廉价。我认为，若只靠网上销售，外国品牌是不可能进入中国市场并卖出高价的。”

But the costs of physical retail space may force a rethink. According to the report by Data Driven Marketing Asia, the marketing consultancy, the cost of listing one new product "with an established supermarket chain can be as high as $27,000".

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