W HAT’S BEHIND SHOPPING?

1. WHAT’S BEHIND SHOPPING?

2. Part I TASTE -- Who Pays for the Goods?

3. BACK TO THE ORIGIN • TOP 3 carried away bags: Functional Needs • TOP 3 sold items: Comfortable - Style - Quality -- Amsterdam Unlike the luxury goods which are most popular in Brazil for the NEW WEALTH class. Simple but technological staffs are most selected in Dutch market -- a developed country ( after generations’ developing). waterproof cotton a shoulder bag or backpack a laptop slot, a glasses pouch AvrilGauankle boots Acne Ruth mohair sweater Vanessa Bruno Athe trousers

4. MIXED - CHANGE “It’s not easy, we have to change everybody’s minds. It’ll take three generations.” -- Alan Wong • conspicuous consumption– Luxury Goods X New Wealth “GDP here is not as high as in Shanghai or Beijing but people here really take care of their appearances and image – just like in western Europe. Harbin people care about luxury brands,” says He Guangchuan, general manager of Grand. Leading the pack is Japanese-owned Grand Shopping Centre located on Guogeli Street, one of Harbin’s main shopping drags. On any given day, more than 100,000, mostly female, customers come through its doors to visit Grand’s Japanese-style patisserie, nail salon, hotpot-restaurants and to go all out on the local and international brands on offer – Lacoste, Omega and Chinese label Zuczug top sales. • Normal consumption - Everyday Goods X Large Population He Guangchuan gets most excited about Grand’s basement-level supermarket; he triumphantly stuffs a steaming dumpling from a tester-tray in his mouth (northeasterndumplings are famous all over China for being the tastiest) and points to the produce stacked on the shelves – fine wines (a 1982 Château Lafite Rothschild is going for €16,000), piles of freshly made meaty Harbin sausages, Harbin Beer and bento box-style pre-prepared meals. -- Harbin Residents from A REGION pays for it. A REGION = Spending coming from variety groups of people who have different financial conditions

5. MIXED - CHANGE “Harbin wants to catch up. People are looking for something new that also has a connection to the past through culture. There is a cultural boom taking place.” -- Ma Yansong • Local Influence – Tradition Factor’s keeping in food and Tourism market Harbin has 2 tiger parks which offers the tiger feeding program to tourists. Ice Festival attract tourists from all over China and further afield with its elaborate ice-sculptures. Harbinershave a distinctly “northern” fashion-style (fur is the most prized garment in the ensemble), which they are immensely proud of, and they love their shopping malls. In Grand’s basement-level supermarket，Northeastern dumplings，fine wines (a 1982 Château Lafite Rothschild is going for €16,000), piles of freshly made meaty Harbin sausages, Harbin Beer and bento box-style pre-prepared meals are offered together. • Out-side Influence – Seeking for Change in Recreational and Architectural Market “A red, angular-shaped building in the middle of Qunli houses a history museum with staff at the ready – though not a single visitor is in sight. Further along, jutting out of scaffolding, is the Wood Sculpture Museum, a metal-plated, whale-shaped building due for completion this year. It’s designed by Beijing-based architecture practice MAD, which is also working on a government-funded €117m futuristic-looking opera house and cultural centre located on the Songhua River, expected to be done by the end of 2013.” -- Harbin Residents from A REGION pays for it. A REGION = Spending coming from variety groups of people who have different backgrounds （ jobs, ages, races, cultures）

6. Part II Regional Economy -- Who Pays for the Goods.Mix – The strategy of increase flow rate

7. MIXED - CHANGE • Regional intelligence Pool Harbin’s Institute of Technology (HIT), located in the central Nangang District, is the university from which most of the region’s clever people graduate. HIT has been instrumental in developing Harbin’s strong aerospace sector – which until recently specialised in small aircraft and helicopters – and attracting foreign companies such as Airbus, Embraer and General Electric to set up shop in the city. • Regional Economy / Industrial Harbin wants to attract big business and is doing a pretty good job of it. Every summer, some 300,000 people roll into town for the government-sponsored Harbin Trade Fair, one of China’s most important events for heavy industries as well as the pharmaceutical and agricultural sectors (Harbin has a benevolent power-hold on other parts of the country thanks to Heilongjiang’s fertile soil, known as black earth). Since the trade fair first got off the ground in 1990, in honour of trade between Heilongjiang Province and the former Soviet Bloc, contracts worth over €74bn have been signed between the city, Russia and European countries including Germany and Slovakia. • Connection Taiping International Airport will go through an expansion – runways, air traffic control and terminal number two will experience a €405m upgrade to accommodate the 15 million annual passengers expected by 2020. Three new five-star hotels, including a second Shangri-La property, are being built in anticipation of growing visitor numbers. As well as the subway system under construction, a future high-speed rail line will ease access to the city (if China can get its safety record sorted) by halving travel time from Beijing to four hours while also connecting to the coastal city of Dalian. -- Harbin Residents from A REGION pays for it. Enhancing The Spending = Enhancing Regional Outcome = Enhance Regional Power A REGION = Spending highly related to regional outcomes / developing = Not just from the city of Harbin