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Understanding the evolving Chinese consumer

Understanding the evolving Chinese consumer | Tecnologie: Soluzioni ICT per il Turismo | Scoop.it

Chinese consumers are complex, confident shoppers, who enjoy purchasing online, while having a strong desire for aspiration brands.

 

Few markets attract and intrigue marketers as much as the rapidly evolving consumer-driven Chinese market. Despite a slight dip in economic growth, China remains one of the world’s most dynamic markets. But when it comes to identifying consumer preferences, things are not always as straightforward as they seem. Within seven different geographical areas — south, east, north, northeast, central, southwest and northwest — there are varying types of consumers, with different needs and aspirations based on their region’s economic stage of development.

 

While marketers are looking at China and seeing 1.3 billion potential customers, Theresa Loo, national director of strategic planning, analytics and insight for MEC, says even when cities are close to each other, consumer behaviour varies hugely, defying even a regional strategy.

 

Read more at: http://en.campaignchina.com/Article/314448,understanding-the-evolving-chinese-consumer.aspx?eid=22&edate=20120905&goback=.gde_1398377_member_159736699   


Via Jerome Goldberg (JMG-Research), Tourism Australia
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Food - Wine tourism a growing attraction for China’s travellers

Food -  Wine tourism a growing attraction for China’s travellers | Tecnologie: Soluzioni ICT per il Turismo | Scoop.it
HONG KONG, May 30 — When Gregory So signalled the start of Vinexpo Asia-Pacific here yesterday he told the gathered throng the event would be all about three words — China, China, and China.…...

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Via Tourism Australia
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Chinese Tourism: How one nation could reshape the global travel market - Warc

Chinese Tourism: How one nation could reshape the global travel market - Warc | Tecnologie: Soluzioni ICT per il Turismo | Scoop.it

By 2020, 100m Chinese people will travel abroad each year, according to the World Tourism Organisation and China will be the world’s biggest hotel market soon afterwards.

 

- Real consumption in China will have doubled to $4.8 trillion between 2010 and 2020, according to McKinsey. This mass financial empowerment has made a big impact on many categories, including tourism both internal and external.

 

- The travel industry is undergoing a fundamental realignment as global hotel groups, government-backed tourism groups and travel agencies aim to expand their Chinese operations and cater more to Chinese travellers.

 

- Internal Chinese tourism is also set to thrive, and the United Nations World Travel Organisation says that China will become the world's largest hotel market in 2025.

 

- This travel phenomenon is all the more remarkable for being so new. It was only in 1997 that the government allowed travellers to go abroad; as recently as 2000, more Chinese visited Macau than visited Europe.

 

- Catering to the very specific requirements of the Chinese tourist will encourage greater customisation and flexibility in the product offerings of global hotels and travel agencies.

 

- This will be evidenced from more Chinese food on hotel menus to more Mandarin-speaking reception staff.

 

- The trend should be put in the context of rising Chinese luxury consumption, which can also be observed in the recent trend of foreign luxury brands adapting their product offerings to Chinese customers.

 

Via: Warc Trends Snapshot: 28 May, 2012


Via Tourism Australia
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100 Million Chinese Tourists Will Travel Outside China by 2020

100 Million Chinese Tourists Will Travel Outside China by 2020 | Tecnologie: Soluzioni ICT per il Turismo | Scoop.it

WTO estimates that 100 million Chinese tourists will travel outside China by 2020; 4.6 million Chinese tourists are expected to visit Europe in 2012. Australia is the latest country trying to attract well-heeled Chinese travellers, and has launched a new $250 million dollar advertising campaign including new broadcast, print and digital advertising showing key attractions such as the Bungle Bungles, Lizard Island and Uluru.


Via Julien Devaureix, Tourism Australia
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