The objective of this research is to present marketing strategic directions for multinational retailers competing targeting multinational consumers for same business area in China. To accomplish this, we selected two different types of big multinational discount stores and conducted empirical research against two different groups of consumers of these retailers from two distinctive nationalities. We conducted a field survey targeting Korean consumers residing in China and Chinese consumers who shop at both E-Mart, a Korean discount store and Segi-Yunhwa, a Chinese discount store. We identified store-related factors, store image, store loyalty, and consumer characteristics. We categorized the store-related factors into three dimensions: (1) Store factors (store reputation, store atmosphere, accessibility, and security); (2) Product factors (product variety, price, product reliability, and PB product familiarity); (3) Service factors (shopping convenience and entertainment). We then empirically examined the relationships between these store-related factors, store image, and store loyalty. We also investigated the moderating effects of consumer characteristics (consumer patriotism and nationality).