CONTENTS

1
A Chinese Tourism Industry Overview for Marketers
2
Modern Chinese Tourists: What Do They Want and How to Sell it to Them
3
The Best Marketing Methods for Travelling Chinese: KOLs, Cross-border Ads and WOM
4
Is Your Shop Ready?

“Chinese tourists are the most powerful single source of change in the tourism industry,” said Taleb Rifai, the secretary general of the World Tourism Organisation UNWTO. In this module, you’ll learn about the Chinese tourism industry and modern Chinese tourists. You’ll learn how to approach them effectively and how to get your shop ready to serve more tourists from China.

1. A CHINESE TOURISM INDUSTRY OVERVIEW FOR MARKETERS

There’s no doubt that the Chinese tourism industry has experienced unprecedented growth in recent years and is having a huge impact on the world. China’s outbound tourism market consisted of 149 million travellers in 2018 who spent a total of 130 billion U.S. dollars overseas. Also, for the first time, the proportion of post-90s tourists exceeded the post 70s demographic. Personal tourism services are also becoming more popular as younger travellers prefer a more customized experience.

Asian countries and regions, with 8 cities on the list of the top 10 destinations for Chinese tourists, are still where most people travel. However things are different when it comes to the most desired and satisfying destinations, with only 4 Asian cities making the list.

While they’re in the planning stages, modern Chinese tourists generally focus on services and location information such as airlines, shopping, destinations and hotels. More information as well as keywords related to outbound leisure tourism are given in the training.

2. MODERN CHINESE TOURISTS:

WHAT DO THEY WANT AND HOW TO SELL IT TO THEM

Shopping is the leading consumption category for outbound Chinese tourists while tour group fees and food are the next most popular purchases. Singapore, a popular destination, is a good example to study what Chinese tourists want.

In short, Singapore is small, easy to get around, fine for the young and old, fun for women and men and is one of the best destinations for a cost-effective family trip with lots of sightseeing locations. It has strong connections with Chinese culture, lots of Mandarin speakers and clear Chinese signage. Additionally, it offers a colourful nightlife and excellent establishments with bars listed in the top 50 in Asia. Duty-free stores at the airport are a big attraction as well as its 39 Michelin-starred restaurants.

More details will be provided in the training, including the top 6 factors Chinese tourists take into consideration and the top three products purchased in Singapore. Alipay and WeChat Pay are also widely used in shopping centres, at tourist attractions, in hotels and on public transportation in Singapore. This makes it very easy for Chinese tourists, their largest group of inbound travellers, to pay during their stay.

In order to attract Chinese tourists lots of foreign tourism boards have developed official Weibo or WeChat accounts and launched O2O campaigns. In addition to social media, TV is another effective channel in common use.

3. THE BEST MARKETING METHODS FOR TRAVELLING CHINESE: KOLS, CROSS-BORDER ADS AND WOM

There are 3 ways to market to Chinese tourists that have proven to be highly effective:

1
KOL Promotions – It isn’t new but it contributes to buzz creation, encourages engagement with more users and attracts a greater range of potential users. KOLs can be involved in 6 forms of effective tourism promotion such as product trials and distribution of promotional codes.
2
Cross-border Advertisements – Brands can also advertise and promote across borders online. Establishing a certified enterprise account on Mafengwo, the leading travel service platform in China, can help you publish travel guides, interact with consumers, and promote these guides on various pages within different channels. 4 kinds of certified enterprise account promotions targeting various audiences will be further discussed in this session. We’ll also teach you how to get your enterprise account certified.
3
Word-of-mouth (WOM) – WOM influences brand image significantly. XiaoHongShu (Little Red Book) is a social e-commerce shopping app offering vast user-generated content and powerful WOM. In terms of tourism, the platform enables users to share travel experiences and shopping tips. Generally the conversion rate on XiaoHongShu is around 8%. You’ll learn how to start an official brand account and understand what you can do with it. The budgets for KOL cooperation on this platform are also different from Weibo and WeChat.

4. IS YOUR SHOP READY?

Now it’s time to get ready for tourists. There are three things you can do immediately to double your sales and attract more Chinese people who are visiting your country. More detailed information will be presented but here’s a brief checklist:

FAQ

Chinese tourist preferences change so fast. Will you talk about the latest trends?

We closely monitor the market situation in order to give the best, most up-to-date insights and to help us adjust and tailor strategies.

Will we talk about how to attract Chinese tourists while they’re in China or when they’re already in my country?

During this module, we’ll share the best practices on how to communicate with Chinese consumers before their trip and also how to be prepared once they arrive.

Will I study Chinese social media platforms that focus on tourists?

Yes. We’ll review the most popular platforms for tourists like Mafengwo, Ctrip, Qunar and others.

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