2024年中国零售商调查报告

Investment Rating - The report indicates a strong interest in overseas expansion among Chinese retailers, with over half of the surveyed companies planning to increase their international presence in the next 1-3 years [6][8]. Core Insights - The report highlights a significant trend of Chinese retail brands pursuing globalization strategies, with 36 brands opening their first overseas stores in 2023 [2][3]. - The primary motivation for overseas expansion is to enhance international brand influence, with 72% of surveyed retailers indicating this as a key reason [6][7]. - The report notes that the retail market in China, despite its size, still has a relatively low global market share, emphasizing the potential for growth in international markets [2][3]. Summary by Sections Overseas Expansion Dynamics - The report identifies that 74% of retailers view overseas expansion as a major opportunity, with a focus on core locations and market potential [3][8]. - Retailers are increasingly relying on social media and digital platforms to promote their brands internationally, which aids in market entry and consumer engagement [2][5]. Market Challenges - Key challenges faced by retailers in overseas markets include understanding local cultures and consumer habits, with 47% of respondents citing this as a significant barrier [7][9]. - Other challenges include market entry conditions and property availability, which are critical for successful expansion [7][9]. Store Opening Plans - The report indicates that brands with established domestic operations are more likely to accelerate their overseas store openings, with many planning to open over 50 new stores in the next 1-3 years [9][10]. - The types of stores planned for overseas markets include flagship and image stores, with a focus on high-traffic areas [11][12]. Location and Property Considerations - Location is identified as the primary consideration for overseas store openings, with 84% of respondents prioritizing geographic location and foot traffic [16][17]. - Retailers are also concerned about the operational capabilities of property owners and the flexibility of lease terms when entering new markets [17][19]. Recommendations for Expansion - The report suggests that brands should develop comprehensive market entry plans, including marketing strategies and site selection, to ensure successful overseas operations [19][20]. - It emphasizes the importance of building stable local partnerships and understanding market dynamics to enhance the chances of success in international markets [19][20].