China is experiencing a shift—or even a dilemma—in its bricks-and-mortar retail landscape. While high-end malls are seeing declines, non-standard commercial spaces are on the rise. Among these, Beijing’s THE BOX Youth Energy Center is redefining the offline retail experience by tapping into the spending power of the younger generation.

Too many brands define their target audience using only traditional demographics, often overlooking their tribes - the community that influences their decisions. Brands supporting these communities can deliver much more sustainable and advocacy-based marketing outputs