Chinese consumers expect dynamic, high-quality experiences from the brands they frequent – and they're willing to pay a premium for them.

Because of this, brands in China and those servicing the region need to differentiate themselves through those experiences - specifically, by delivering personalised, consistent, and elegant touch points at scale, across every channel, every platform, and every device.

For many of these brands, achieving this means adopting a cross-channel sensibility. With that mindset, brands are better able to move with their customers as they go from online to in-store and back again.