Scenario-based consumption in vogue

Retailers in China are enticing younger consumers with scenario-based shopping experiences through co-branding efforts and intellectual property collaboration.

Last month, a total of 20 Tmall-themed stores featuring various brands made their debuts during a conference in Shanghai, where names like L'Oreal and Bosch unveiled their joint stores with Alibaba's Tmall platform in key cities including Shanghai, Beijing, Shenzhen, Guangdong province and Hangzhou, Zhejiang province.

Designed to cater to and connect with China's youthful, digitally savvy and trend-seeking consumers, each store is fitted with fun, interactive features such as AR(augmented reality)-enabled hairstyling mirrors at the Tmall x L'Oreal store and a digital touchscreen game at the Tmall x Bosch store, which opened their doors in August.