Big moves for small peddlers

"Chinese consumers don't just buy a brand anymore simply because it is foreign or perceived as being exclusive. They now look to find something more unique and individual, something that not everyone has, something more exclusive that fits into their particular lifestyle."

Brompton's bikes are made to customers' specifications. They can choose from different colors, handlebars, gears and various other attachments, he says.

Pullinger says Brompton's target consumers are typically between 30 and 45 years old, and mostly male.

He tells of one Brompton customer in China who has a chauffeur driven car. He keeps a Brompton bike in his car and rides to his meetings when the car becomes stuck in traffic.

As well as a commuter tool, the Brompton can also be used for weekends away, says Pullinger. As they fit easily into cars, city folk can take them on holiday, to catch up on exercise or for touring where other vehicles are not practical or unnecessary.

Pullinger's team recently organized a pop-up shop in Beijing to gauge whether the capital was a good location for its next store. They found that Chinese consumers in Shanghai and Beijing are very different.

"Shanghai is more international, and more brands are available to consumers, so it takes more convincing to help the consumers accept Brompton's story is truthful," he says. "In Beijing, people are more open and make decisions more easily."

Pullinger's team has also been promoting the Brompton brand on Chinese social media, including Weibo, the Chinese equivalent of Twitter, Facebook-like Renren, and Youku, the country's answer to YouTube.

Looking to the future, Pullinger says he is optimistic about China's consumer market, believing that Brompton will have room to expand in China's second and third-tier cities over the next 20 years.

As China's urbanization drives up average income levels of consumers, foreign brands continue to covet the Chinese market, but Pullinger advises they take time to study the market, instead of rushing in "for overnight success".

He believes China's consumer market slightly favors smaller brands that also have mainstream appeal, particularly American and European fashion brands.

"Leisure brands or outdoor and sporting goods will see steady increases as consumers become wealthier and have more leisure time," he predicts. "These are still very early days but I believe it is now time to invest and build you brand and business for the long term in China."