As many Western retailers are well aware, China’s retail
market is one of the most lucrative in the world.
However, while the country’s 1.3 billion consumers offer
immense potential, getting to them is another matter, notes an executive with
Boston Consulting Group in Shanghai.
For starters, much of the retail market is served by
state-owned distribution companies and small, private wholesalers.
Therefore, despite the fact that the retail industry is
growing by 50 percent per year in China, it’s estimated that modern Western
retailers reach only one-quarter of the 500 million consumers who live in or
near the 3,000 largest cities and towns.
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