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Roy Graff

Roy Graff. Managing Director ChinaContact. Where are Chinese visitors from?. Strategies for Market Entry. Business setup Location, staff, licenses, relationships Public relations strategy Consumers or trade? Offline or online? Marketing campaigns Travel agencies, media, exhibitions

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Roy Graff

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  1. Roy Graff Managing Director ChinaContact

  2. Where are Chinese visitors from?

  3. Strategies for Market Entry • Business setup • Location, staff, licenses, relationships • Public relations strategy • Consumers or trade? Offline or online? • Marketing campaigns • Travel agencies, media, exhibitions • Distribution and access • Product, collateral, training, service • Working with the right partners • Due diligence

  4. How to start? • Rethink your product offering – is it really suitable for Chinese? • Be targeted – don’t approach China as one market and know your exact demographic target. • Train yourself and your staff, study and ask questions. • Be connected – free wifi to Chinese guests and active presence on Chinese social media.

  5. Sector specific top tips • Accommodation: Offer specific amenities and Chinese speaking service, either in person or by phone. • Attractions: Minimisewaiting time and create Chinese literature. • Destinations: Reach out to Chinese partners, focus on the ‘Chinese angle’. • Restaurants: Be clear about service fees, show pictures on the menu and explain dishes in plain English. • Retailers: Take CUP, open late, offer tea and help with VAT formalities. • Tour Operators: Be flexible with rules, check the quality of your Chinese speaking guides. • Transportation: Wifi on-board, new vehicles, car colour is important.

  6. Digital Marketing recommendation • “Listen” to the current conversations on social media to identify what motives Chinese travellers to choose to travel to the UK. • Identify who (profiles) are the top travellers from China and why – for future effective marketing • Createmore social media engagement with active online Chinese travellers to build destination brand awareness and increase social buzz. • Work closely with travel trade online and offline to build strong relationships reaching to Chinese travellers more effectively.

  7. Size and Scale of Internet Use

  8. Sina Weibo (MicroBlog) Tencent Weixin (WeChat)

  9. Starting out on digital • Formulate a strategy and protect your intellectual property. • Speak to a China digital marketing specialist to understand your options and budgets. • Localise to the full – do not do a half-job. • Mobile is not an addition – it is part of the digital DNA. • Only thing worse than no Chinese social media profile is an in-active Chinese social media profile.

  10. 8 Top Tips • See beyond the clichés about Chinese tourists. • Think about long-term engagement and commitment. • China is not a single market. • Maintain an active presence on China’s internet. • Localisation is more complex than you think. • Emphasiseheritage, history and human interest. • China changes fast. • Respect Chinese culture (Why 8 tips?)

  11. Thank you • WeiXin: geruye • Skype: ccontact88 • Twitter: @chinacontact • Website: www.chinacontact.co.uk • Email: roy@chinacontact.co.uk • Phone: 07821-093-199 Sylvie Chen – Business Development Manager sylvie@chinacontact.co.uk

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