Chinese Retails Consumer Psychology and Competitive Advantage: The Fat Donglai Case

This study explores how Fat Donglai leverages consumer psychology to achieve competitive advantage in China's retail market. Through case analysis and structural equation modeling (SEM), it examines Fat Donglais effective store management, cultural integration, emotional resonance strategies, and supply-chain efficiency. Results reveal that emotional value, cultural triggers, and exceptional service significantly enhance consumer loyalty. The research concludes that psychological engagement offers a more sustainable competitive advantage than traditional price competition, providing practical insights for retailers seeking deeper consumer connections.