cost and a big concern. >> reporter: the going may be tough, but michael is battling on with his plans to open at least 40 stores this year. driving the expansion, profit. as the chairman, michael's all too aware that china's spending power makes its all worthwhile. >> the actual selling price is actually more expensive than hong kong. a few years ago, we were about 25% lower than hong kong. >> one country, two systems. the political formulating of hong kong in the mainland is reflected in the business's climate between the two entities as the boz has discovered. >> the future is very good and there'll be a lot of impact ahead with a lot of challenges but we're going to get there one