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  • China’s Gen Y are taking shopping mobile
  • China’s Gen Y are taking shopping mobile
    Yu-Jen Shih, Creative Commons (2014) ©
CASE STUDY

Topshop & ShangPin: fuelling China's mobile shopping habit

Do physical stores matter any more in China? When Topshop launched in China in 2014 it didn’t bother with bricks and mortar. Instead, taking cues from its Gen Y customers (who spend up to 30% of their day online), it partnered with an established fashion website. Is this non-traditional route proving a hit?