We are here at THE BOX.

It is one of the trendiest places for young consumers in Beijing right now.

There's a skatepark, basketball court.

It’s also very pet-friendly.

We need to go inside and find out why young consumers come here.

Let's go!

IN-STORE SHOPPING VS ONLINE SHOPPING

It’s a different experience when you bring the stuff online to physical retail stores.

I like going to shopping malls like these during the weekend.

I can try on the items in physical stores.

It’s convenient online.

There are more options.

It’s easier, you can just scroll late at night at home.

IS PRICE THE MAIN FACTOR?

It has to be affordable for what you're getting.

If it's a nice pair of pants, it's okay to pay extra if the quality and style are good.

Cheap price is only one reason.

Before, all these branding are online.

Now, they have retail stores.

People can just come try them on.

THE RISE OF CHINA-CHIC

I've bought "Designed in China" brands before.

These brands are getting better and better.

Chinese fashion brands are more tailored toward the aesthetic preferences of young people nowadays.

They're not like other brands that fixes on specific consumer groups.

Instead, they listen to young people.

(Source: CGTN’s Weibo Post)