| In order to design a retail concept that truly works for a sports-bicycle brand in China, research on the product’s context in the Chinese culture has been scheduled for current months. With the help of Dutch marketing researcher (.) and a local Chinese research company, we were able to successfully conduct focus-groups and observations among various consumer groups across China and the Netherlands. Chinese consumerism and the Asian sports-bicycle industry is truly fascinating to research and there is a lot to design for. |  |