5 TIPS ON HOW TO ENGAGE WITH CHINESE CONSUMERS

5 TIPS ON HOW TO ENGAGE WITH CHINESE CONSUMERS

25 June, 2015 - Uncategorised

0cd1020The recent Oxford Economics report outlines that the Annual arrivals from China will total nearly 97 million globally by 2023.  As the tourism market evolves rapidly, many businesses are finding it tricky to keep up with the moving trends when it comes to engaging with Chinese travellers and consumers. Wei Consulting gives our tips to effectively face Oxford Economics predictions for the coming decade.

           

PREDICTIONS:

  • Overall travel expenditure will increase dramatically on a per night basis for nearly all long-haul destinations.
  • In the next decade, 62% of Chinese travel is expected to be leisure trips with a higher budget spent during the holiday.
  • UK, Italy and France are the main actors of the future of Chinese travel.  They already face an increase in per trip spending growth, with an average of 15% in the last decade and will continue increase continuously in the coming years.

 

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OUR 5 TOP TIPS FOR BEING CHINA READY IN THE TRAVEL INDUSTRY

1.   Chinese Consumer Festival Campaign

Companies connected with the tourism sector should adapt their special offers and create targeted packages related to Chinese consumers expectations. The best periods to achieve maximum growth and consumer spend is around key Chinese festivals such as Golden Week and Spring Festival (check out our ‘Top 10 Chinese consumer festival’ for more information).

2.   Word of Mouth

Don’t ignore its power in Chinese community and monitor your reputation constantly. 75% percent of Chinese travelers or potential tourists research reviews on the Chinese searching engines like Baidu, Douban or Booking.com. Good reviews may lead to a massive positive influence in Chinese community as recommendations are a key aspect in the Chinese consumer/traveller choice making process.

 

3.   Social Media engagement 

Luxury and boutique hotels should consider developing a company profile on Chinese Social media platforms such as Weibo and WeChat to engage continuously prior to long-haul trips. Such a strategy allows a brand raise recognition and awareness prior to booking, but also keeps a personal relationship with existing clients as this keeping them informed of special offers and events.

 

4.   Print Media 

According to our data survey, print media is essential as the Chinese consumers consider it the most engaging media. For most of the upper class Chinese consumers, who are over 40, tend to read print media in hard copies like magazines or newspaper. (Mint Edition is the only BPA audited Luxury Life & Style magazine that can prove its readership).

 

5.   KOL’s 

KOLs are ideal to engage with Chinese travelers. Companies need to build a long-term relationship with Chinese consumers to raise engagement and sales.  The ideal way to launch your recognition strategy is to use key opinion leader.

To find out more about planning Chinese consumer engagement projects for 2015-16, please contact Steven Bywater. E-mail: s.bywater@wei-ukconsulting.com or give us a call on +44 (0)2036423899.