Judging from the growth rate of rise, Tiffany's performance in China will make to our satisfaction, but volatility is relatively large. Performance is mainly influenced by the effects of consumer sentiment and their views on the economic situation. China's most volatile, United States in the middle. I'm not sure what is causing, but it is Tiffany and Co Key Necklace Jewelry Outlet in China continue to face a challenge. Consumers and the travel industry in Asia's rise have prompted us to change operating mode. We also cater to that non-local language customer. But professional sales staff can speak Putonghua more difficult to find, we have tried to find.
We also have a large number of consumers market is increasing the number of stores in China. We are the Champs Elysees Avenue in Paris a new flagship store. We in the United States and global markets, improve the store experience. We are decorating stores, and in improving the service quality of professional sales staff and upgrade shop in all the facilities. We are adjusting the proportion of sales space in order to provide more space to rest. We strive to offer a more casual environment, more personal space. Our experience is one of Asia's high standards of service and store experience requirements. A few years ago, we in Japan understand this, which is crucial to our success. Operation environment in Asia than the United States much more nervous, our service standards need to be further improved.
In China, we need to be more plainly rendered brand. Tiffany and Co Charm Bracelet Jewelry Outlet Store logo is a good example. If you look at New York Avenue v stores, we on both sides of the door were engraved with the Tiffany steel letter, carved in granite on the facade. This is also the only store has identified places. When you first enter the Chinese market and our brand is equally cautious, but there is a problem. People fail to see our brand identity. They do not understand what this place is for. In terms of how to communicate brand messages, we have to be more direct, not too fine. When to tell the brand story, we need to do a better job, in the eyes of the consumer to establish a deeper, richer and more powerful brand image.
We are aware that our brand has won wide popularity in the consumer, but we still need to work very hard to further increase the depth to understand consumer brand. Limited knowledge about our brand heritage, do not know diamonds are our core business, do not know our own cutting diamonds. With the United States and even Japan compared to communicate our brand in the Chinese market still needs to do more. For one thing, we started to heavily in boutiques and in-store appearance with Tiffany blue. Another point is that our main diamond market in China. Tiffany Diamond Authority is world-renowned, and compared to the rest of the world, we particularly emphasize this point in China. Our Cheap Mac Cosmetics Makeup wholesale Outlet brand inheritance also introduces more. We have 1 history, long history more than many luxury brands.