然而，中国各地消费者需求都在持续增长，同时，尽管成本上涨依然是个问题，西方零售商亟需制定挖掘中国市场潜力的战略。

Online malls are probably the only, viable way for Western and Chinese retailers to reach consumers right across this vast continent – particularly bearing in mind that China has hundreds of tier 3 and more than 1,000 tier 4 cities.

西方和中国零售商要想接触这个庞大市场的消费者——尤其别忘了，中国有数百个三线城市和逾1000个四线城市——在线平台可能是唯一可行的途径。

There is also the problem of a lack of internationally-skilled management in these cities, due to a lack of exposure to international businesses.

由于没有国际企业入驻，这些城市也存在国际化管理人才匮乏的问题。

For Western retailers, there is the added challenge that China is just one part of their large, global network of territories and senior management teams are typically based elsewhere, so may not be aware of how quickly consumer shopping behaviour is changing.

对西方零售商来说，还有一个额外的挑战，中国只是它们庞大的全球业务版图的一部分，高级管理团队往往常驻其他地区，因此可能意识不到消费者购物行为是多么的日新月异。

Developing an independent strategy for expanding a business model in China is not easy for Western retailers, however.

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