Luxury brands are shifting their retail strategy in China by building independent flagship stores in the country's top-tier cities.

The stores, which offer a more experiential shopping experience, allow luxury brands to adapt to consumer trends without negotiating with mall managers. In addition, brands have complete ownership of the stores and can create unique and memorable brand experiences. These standalone boutiques provide space for brands to create temporary pop-up stores, in-store trunk shows and host events for their VIPs.

Luxury brands are seeking to redefine the role of traditional counters and boutiques by incorporating cultural elements, coffee shops, art galleries and beauty salons into their stores.

Over 60% of respondents expect beauty labels to incorporate spa salons into their stores, according to a survey by a Chinese media platform