The first chapter of Part 1 provides some key statistics in a national context. Shanghai now has the highest GDP per capita and urban disposable income in the country. Chapter Two tells of Shanghai's rapid development since 1978.
Part 2 gives a sector overview and facts on Shanghai's retail sector. There is still room for innovative offerings in food and beverage, fashion, and cosmetics, but entrepreneurs should not underestimate the competitiveness of the market. Consumers generally are sophisticated and brand conscious. Chain store development has been quite fast, with more than 30% of all retail sales of consumer goods transacted by 2001.
Part 3 has chapters on rental, advertising, and distribution. Rental for retail space in prime areas is getting costly. Alternative shopping districts can be considered. Chinese companies like to advertise on CCTV. It is one of the potent ways to achieve an instant name for any company but overexposure can have negative effects. The distribution network is the major obstacle that retailers face in Shanghai and China. This is slowly improving, with increased foreign investment in this sector after China joined WTO in November 2001.
The report ends with a case study on Carrefour, featuring the rise of this international retailer in China. It shows how this large foreign company successfully entered the China market as part of worldwide presence.