When you are at any US airport, it is common to see a line in front of McDonald’s. People who rush to the airport enjoys the convenience of eating while waiting for their flights. And, they don’t have to pay extra for it. The price for a sandwich is about $4, which is more or less the same as elsewhere. As a frequent flyer (and a woman), I find a very effective and enjoyable way to do shoe shopping — utilize the time of waiting for my flight and visit Ninewest in the Pittsburgh airport for 5-10 minutes. These shoes have the same price tag (and even the same discounts, if any) as in any other Ninewest stores.
There are many stores in airports in China as well. However, except book stores, all look upscale and carry either luxury items or normal items with much more expensive price tags than they deserve. In Chengdu airport, I found this kind of peanuts I liked and it was three times more expensive than in supermarkets! Unless I am super hungry, I wouldn’t want to buy it even if it’s still affordable. I’ve also passed by the cafe in Harbin airport for numerous times. Usually, 2 or 3 waitress stand in front of the cafe soliciting people, while no one is eating in it. I tried once, and a bottle of water cost me 20 RMB, which is about 10 times its normal price! The only time I see people in it was when Harbin had a big snow, and all flights were delayed. That happens only a few times a year.
Why are shops in airports in China all that high-end? Historically, air travellers in China are mostly business travellers and people with deep pockets. They are either fond of luxury items, such as leather bags, name brand watches, or they have to buy souvenirs (including packaged food) for friends and relatives while on a tight traveling schedule. Therefore, these customers are not price sensitive, as long as they get nice stuff. For ordinary people, shopping at airport is absurd, as it is common sense that airport shops always charge big premium.
Nowadays, as air fare gets cheaper, more and more people can afford air travel for personal trips. A big segment of middle-income class is flowing into airports. You often see groups of Chinese tourists following a tour guide in airports. Now, it is the time that airport shops and restaurants should open their eyes and rethink about their target customers. If McDonald’s goes into China airports and prices the same as elsewhere, I bet you will see much longer lines than you see in US airports.
I was happy to see that there has already been early signs of this target shift. In Beijing airport, there is a gourmet restaurant targeting mid-end customers. You can get a decent meal for under 30 RMB. If you go with a group, the cost per person could be even lower since Chinese people like to share dishes. When I had dinner in it, there were lots of people in the restaurant, and it was hard to find an open seat.