Shopping is one of the most significant activities for Chinese sightseers overseas. While different reports and surveys identify shopping as anywhere from 25-40% of Chinese travel budgets, there is consensus that Chinese sightseers spend a higher percentage of their travel budgets, and more money in real terms, than vacationers from other countries.
Chinese are likewise the top overseas shopping spenders in the US, Europe, and Australia, among other countries and regions. Be that as it may, with the development of independent travel, development of advanced devices, and move in emphasis from shopping and sightseeing to culture and experiences, retailers have to keep up on the off chance that they need to continue pulling in Chinese shoppers. Here are nine hints to make sure you’re ready for the present Chinese shoppers.
1. Think Local
Souvenirs and nearby specialties are the items that Chinese visitors are well on the way to purchase abroad. In any case, Chinese sightseers won’t have any desire to purchase a souvenir that says “Made in China” on the back, so concentrating on privately made artworks, nearby specialties, and neighborhood brands are the best approach.
Even for cosmetics, dress, or other items, Chinese travelers prefer to purchase marks in their nation of the cause – purchasing Burberry in the UK, for example. There are additionally developing an interest in smaller nearby brands and designers, especially among younger Chinese travelers and in Europe.
2. Accept Chinese Payments
Before UnionPay cards became widely accepted far and wide, Chinese shoppers would need to travel with suitcases loaded with money. Those days already seem very sometime in the past, and accepting UnionPay cards is presently really the minimum you can do to encourage and facilitate Chinese shopping.
A lion’s share of Chinese outbound travelers are already utilizing mobile payments – Alipay and WeChat Pay – for shopping, and more will expect these services in the future. We would caution against expecting a surge in Chinese shoppers when you get set up to accept these payments, especially as they’re more and more typical, however what they will do is increase purchasing power, as you won’t have to stress over any problems reading UnionPay card chips, or the RMB100,000 overseas spending point of confinement on Chinese bank cards.
3. Increase Digital Touchpoints
As indicated by WTCF’s 2018 report on Chinese outbound the travel industry, nearly 60% of Chinese voyagers make a shopping list before traveling. Anecdotally, Chinese are likely to arrive at a shop with a photograph of what they need on their phones, ready to show the shop colleague. This goes especially for carefully sharp younger travelers, who are likely to initially experience a brand online before visiting a physical store.
What the entirety of this means is that you need to connect with travelers carefully, early and often. This can begin with B2C marketing including Chinese online life and KOL battles, just as cooperating with nearby the travel industry sheets.
Once the traveler is in destination, the Alipay application will help them to see nearby businesses that accept Alipay, just as data on advancements. WeChat and Weibo additionally both offer overseas geo-targeted advertising, which can work especially well to let sightseers think about special shopping events or advancements happening nearby.
4. Make Customers Comfortable
Regardless of their age or how they travel, “Every single Chinese visitor is glad to get some high temp water, European specialties or little giveaways,” advises Maren Hartung, Head of Strategic Corporate Management at Kaytrip/KaiYuan, one of the leading Chinese travel agencies in Europe.
For VIP clients, retailers ought to provide extra services like private rooms, extended opening hours, and delivery to their hotels. Having Chinese-speaking service will make older customers – who are less likely to speak English – more comfortable and well looked after.
These amenities and services should give Chinese shoppers a positive experience, and make them significantly more likely to come back on a repeat visit, and recommend you to friends, family, and colleagues, just as online.
For Sanjiv Singh, Managing Director in Germany for Value Retail outlets, even accepting Chinese mobile payments is considerably more about making the Chinese feel comfortable and cheerful rather than encouraging them to spend more. Not offering mobile payments, he says, is like not offering toilets. On that note, Hartung says that “offering toilets is in reality very efficient to increase sales turnover and drive voyagers into a store”!
5. Make Shopping an Experience
As a retailer, you need to consider what will make a traveler need to shop while traveling and not simply purchase at home, online, or at another store. This is especially relevant for younger shoppers, who prefer e-commerce. One approach to draw in youthful Chinese consumers into a physical shop is by making shopping an enjoyable or special experience. This includes some of the same advice in the above point about making shopping comfortable, including refreshments and private rooms.
It can likewise involve events, for example, getting a Chinese KOL to do an item dispatch for their fans. Spring up stores are prominent in China for their photograph opportunities and can draw in increased shoppers, yet additionally heaps of coverage/verbal marketing on Chinese online life.
Louis Vuitton’s 2019 spring up exhibition in Los Angeles, for example, has been the point of numerous posts on the trendy Chinese application Xiaohongshu/Little Red Book.