An Insider’s Perspective on Marketing to China’s Outbound Travellers.
By Joanne Chan IPPWORLD
Marketing to Chinese Outbound travellers – An Insider’s Perspective “风雨无阻创造美好生活” “To create a beautiful life that’s not hindered by any difficulties”
Marketing to Chinese Outbound travellers – An Insider’s Perspective Marketing To Chinese Outbound Travellers – An Insider’s Perspective.
Content Foreword 3
Chapter 1 The Evolution of Chinese Travellers 5 - Introduction - Patriotic Education - World’s Largest Travellers Market - In Summing Up
Chapter 2 How China’s Tourism Became So Widespread 9 - Introduction - Golden Week Holiday Periods - Early Outbound Chinese Travellers - Spread of Overseas Travellers Across Lower Tier Cities - In Summing Up
Chapter 3 Nationalistic Perception of Chinese Travellers 12 - Introduction - A Destination’s Gain or Loss - A US-Trade Dispute Has Uncertain Outcomes - In Summing Up
Chapter 4 Differences Between Chinese & Western Practices 14 - Introduction - Social Structure - Family Values - Respect & Humility Are Strong Virtues - Mannerism - Independence vs. Interdependence Self - Face-Value & Reputation - Practice of Guānxi (关系) - Business Relations & Punctuality - In Summing Up
Chapter 5 About Chinese Outbound Travellers 22 - Introduction - More Purchasing Power That Most Non-Chinese Counterparts - Preference For Travels With Close Acquaintance - An Interdependent Society - Significance of Post-80s Travellers - Pricing is Not Their Primary Motivator - In Summing Up
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Content Chapter 6 Chinese Online Social Media 30 - Dawn of Microblogging - Beginning of Internet Censorships - The Advent of Chinese-based Internet & Mobile Platforms - In Summing Up
Chapter 7 Marketing to Chinese Travellers - What To Know? 35 - Introduction - Simplified Chinese - No Two Ways About It - Human Translations vs Machine Systems - Optimization for Mobile Viewing - Understand China’s Great Firewall Blockade - Over 200 Uniquely Developed Chinese-based Apps - Chinese Preference on Customized Travels - Cater to Chinese FITs - Importance of Chinese Credit Cards & Mobile Wallets - Building Brand’s Presence in China - Social Media Marketing - Chinese Travel Forums - Filling Low Season of Western travellers
Chapter 8 Marketing to Chinese Travellers – What Needs To Be Done? 46 - Introduction - Overview of a Pre-Marketing Plan - Be Linguistically Visible - Participate in Chinese-based Search Engine - Participate in Social Media Marketing - Implement Programmatic Ads Push-Pull Strategy - Accept Chinese Credit Cards & Digital Wallets
Chapter 9 Be Ready to Receive Your Chinese Guests 51 - Guidelines on the Don’ts - Guidelines on the Do’s - Room Amenities - General Guidelines - Sample Checklists to Welcome Chinese Guests
Conclusion 57 - About IPPWORLD
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Foreword
On January 4th 2004, I was seconded from Singapore to manage the company’s Shanghai office. My task was to train local staff and to fast track their knowledge on the business and operational matters. Initially, my timeline was set for three months.
But I agreed to stay on till over 9 years – living, working and experiencing the connections with my respective Chinese colleagues, the local system and the communities at large.
As a born and bred Singaporean, I come from an English-Chinese bilingual household and lived a typical Westerner’s way-of-life. Thus, to me, this secondment was like starting a new career episode in Shanghai. Mind you, although I am a Singaporean Chinese by race, it did come with a culture shock.
My posting occurred after China had dusted off its iron curtain image and was already embarking on bold reforms and open policies led by its then President, Mr. Hu Jintao. Gradually, I got to know each and every local staff, their personalities and aspirations.
Though we all have some similarities on traditional Chinese family values, our self-consciousness and mannerisms are recognizably different. There are unique idiosyncrasies that distinguish people living in China and the rest of the world.
As I immersed in their typical way of life, from the time I awake, commute to the office, while having my meals, walkabouts, evening chill-outs, etc., an unique picture of China and its people began to unfold.
Perhaps, it was China’s turn to start enjoying her progress on nationalism and economic developments that came 50 years after the Cultural Revolution and the ending of ‘old China’.
It was with the government’s initiative to push through a resolute for its people to make choices on personal improvements and their well-being. Hence, although China has thousands of years in history, I see Chinese people going about with a sense of urgency, as though they are still trying to catch up on their past existence.
It was this same eagerness that had collectively led China into unimaginable leaps in progress. Every day, over televised news reports, one will surely notice lots of happenings, new developments in science and technology, modernization in defence, efforts to improved social order, etc.
Most of the Chinese government’s policy changes emphasise on generating economic profits, for people to realize their own ambitions and for them to live up to their national identity.
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I am delighted and very excited to share this White Paper based on my first-hand experience and encounters while living, working and traveling amongst the mainland Chinese for almost a decade.
It is also that I wanted to know about the land of my ancestors, so to speak. But mostly, it relates to the LSP (Language Service Provider) business that I am involved with.
I must also share the efforts in creating this document with my colleagues at IPPWORLD, for the research on external references and narratives.
Together, we aim to help uncover the labyrinth and transformational journeys that this extraordinary and fascinating country and all its people had travelled through history.
Joanne Chan Regional Director Email: [email protected] Connect with me on LinkedIn.
(Published in November 2018.)
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Chapter 1 The Evolution of Chinese travellers
Introduction
To understand the travel mind-set of the Chinese, one has to look at their past dating to its dynastic era. A time when successive emperors will pay homage to various gods and goddesses believed to be residing in mountains, rivers and lakes.
On such journeys, Emperors will be accompanied by a large entourage, members of his inner court, his army, philosophers, scholars and servants.
In those days, travels by commoners were in the form of pilgrimages or leisure visitations to Buddhist or Taoist temples and shrines.
Travels were also encouraged in the form of visiting relatives and close acquaintances during festive periods. This was a practice influenced by Confucianism and in-line with observances on family values that were passed down from generations to generations. Till today, the same customary practice Qin Shihuang (259BC-210BC), the first Emperor of a united has not abated. China and founder of Qin Dynasty.
In-line with this and to facilitate extra time for such travels, the government specially gazetted national holidays with extended durations during Spring Festival, also known as Chunyun Period (春运, Chūnyùn), Qingming (清明) also referred to as ‘Tomb Sweeping Day’, etc. These annual travels taking place are often dubbed as an exodus of domestic tourists.
Patriotic Education
The travelling lifestyle was further encouraged when the Chinese government decided to transform various locations of the Communist Party milestones into monuments.
These were specially dedicated to ‘patriotic education’. Policies were also launched to update citizens about their revolutionary past and to encourage on the promotion of domestic tourism in various provinces across China.
It became known as ‘Red Tourism’, meant to encourage people to visit heritage sites of past Communist China. Each year, millions of Chinese domestic travellers would be moving across the
Page 5 Marketing To Chinese Outbound Travellers – An Insider’s Perspective. country, to visit Mao’s mausoleum in Beijing, as well as to other gazetted monuments and historical sites.
Around 1984/6 period, Chinese domestic tourism was further boosted when the central government decided to support the rising local travel demands of its people. It also viewed this as logical steps to liberalizing consumer spending and to raise the standard of living.
As a matter of fact, domestic tourism had directly fuelled developments in China’s respective service industries, which further added to the general increased in personal income.
Based on the positive responses from its people as well as the tangible achievements, the State went on to convince the private sector to support its push on domestic tourism.
Businesses started to build infrastructures and facilities such as, accommodation, transport, communication, eateries, sightseeing, entertainment and shopping, etc. All these systemic and focused changes by the Chinese government are reciprocated by its people four decades ago, resulted in domestic travels becoming important leisure activities.
The same activities that are still continuing till present times.
World’s Largest Travellers Market
In the last two decades, the fundamental policy changes had catapulted the nation to becoming the world’s largest domestic travellers market. From revolutionary education on patriotism and the propaganda on living the nostalgia of one’s forefathers, the impact was tremendous.
It created millions of jobs, built thousands of kilometres of highways, the introduction of many large shopping malls, several new airports, etc., which benefited the country’s economy just from within.
As the Chinese peoples’ local wealth began to pick up pace, the government continued to inculcate on the benefits of domestic tourism. Turning the clock forward to the period when I was in Shanghai, my travels to Beijing to attend company matters, as well as vacations that I took in several other cities, I witnessed China’s unprecedented economic growth.
The State had increasingly recognized the importance of tourism both domestic and outbound, as well as from international visitors.
To encourage outbound travels, it loosen its tight control on issuance of passports and travel visa approvals. The objective was not just as a source of revenue, but as an opportunity to develop its good image globally too.
It saw tourism as an important opportunity to foster better ties amongst friendly nations as well as beyond.
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In the years that followed, it was certainly a vital foresight that helped boost its political as well as macroeconomic policies.
Following their bold vision to stimulate domestic tourism, as well as other reforms such as an open market concept, suppression of corruption, etc., one would sense the determination of the Chinese government and its people.
It was this rationale that by embracing modernity and openness, the returns would benefit the people with greater affluence.
Owing to the push in domestic tourism to expand the demand of its local economy and infrastructures, these have sped up on growth for the other less developed regions of China.
With rapid and successful progress on developments in tourism contributed by domestic as well as international travellers, these also incentivized growth in other related industries.
To the Chinese government, tourism will be an important sector that benefits the national economy, at times growing even faster than the economy as a whole.
In Summing Up
We can safely conclude that it was actually domestic or native tourism that was instrumental in igniting the travel bug in the Chinese that we are witnessing today.
The result – Chinese tourism had soared to billions of trips made annually both domestically as well as internationally.
Accompanied by steady growth in household income, it had naturally encouraged the Chinese to a greater propensity to travel. Their desires include not just within China, but to explore faraway overseas destinations.
Even the North and South Pole regions were not spared from their thirst and enthusiasm to search for new experiences.
But in retrospect, I had also learned that the remarkable Chinese tourism industry that we are witnessing today was non-existence during the time of Chairman Mao.
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Chapter 2 How China’s Tourism Became So Widespread?
Introduction
At the First National Conference on Domestic Tourism held in Tianjin in 1987, significant consensus-building on key issues concerning domestic tourism were deliberated.
The conference examined its micro- as well as macro-economic effects and the potentials for regional developments. These were unanimously accepted and policies officially formulated.
By the early 90’s, there were already rapid progress in achieving the goals set. This was followed by a greater concentration in building domestic tourism infrastructures and to further stabilize on the country’s economic developments.
Indeed, it was a farsighted ideology that by just promoting domestic tourism to non-industrialized areas, income disparity could be reduced. It became an effective tool in helping to improve the lives of communities living in rural and the outskirt areas.
Golden Week Holiday Periods
With the introduction of a five-day work week in 1995 and a revision of the country’s national holiday periods introduced in 1999, it allowed Chinese citizens, especially urbanites with more free time.
These measures were primarily intended to help expand the domestic tourism market by allowing people to make long-distance family reunion visits. Their spending in various regions will further improve on the national standard of living.
Public holidays then became known as ‘Golden Week’ (黄金周) holiday periods. These peak holiday seasons are during ‘Spring Festival’ around January or February and the ‘National Day Holidays’ from 1st to 7th October, when Chinese domestic travels would rise to an amazing proportion. It’s already dubbed as the largest annual human migration on earth, with hundreds of millions returning to their former villages to visit families, relatives and close friends.
Around 2011, China recorded over half a billion ‘red tourists’ just in that year alone. There will be enormous numbers of people on the rush and chaotic melees at every service terminuses.
Overseas visitors are strongly advised to avoid visiting China during these periods, unless you want to experience the traffic snares, jammed pack trains and buses, or poor quality in tourist service and inadequacy of facilities.
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Early Outbound Chinese Travellers
In the earlier periods, those who could afford overseas travel vacations were mostly living in Tier One cities of Shanghai, Beijing, Tianjin, Guangzhou and Shenzhen. Beijing, being a capital city and centre of cultural, educational and transportation activities. Shanghai, being its largest city and a key seaport is the economic centre of China.
While both Guangzhou and Shenzhen are the two most developed metropolitan cities in China. They respectively lie along the Pearl River delta and are close to Hong Kong, benefiting from the spills of international and inter-regional trading.
Chinese outbound travellers consider overseas vacation as a form of ‘entertainment’ and as a time to experience relaxation.
For global hoteliers, hospitality or retail establishments, there are significant differences in the approach for the average Western and Chinese travellers.
For example, Chinese are less likely to travel alone, but with family or close acquaintances. It’s their idea of simply being together to enjoy the pleasures derive from travel experiences (refer to Chapter 5 for a detailed analysis).
During the earlier part of my stay in Shanghai, I regularly chatted with locals whom I have come into friendly contact with. I sought their perception about going abroad for their vacation.
At that time, the overall impression from most senior folks was that overseas travel wasn’t their priority as compared to their usual domestic inland travels. Perhaps it may be something to do with limited time or the cost factor.
But the same topic amongst younger cohorts (the Post-80s) it was much more spirited and enlightening exchanges. They had knowledge from reading as well as aspirations inspired by stories told by relatives or friends on the places they had visited, the people, culture, lifestyle, food, weather, etc.
Spread of Overseas Travellers Across Lower Tier Cities
As people’s income increased and coupled with the natural inner penchant to travel and visit places, more and more outbound Chinese tourists were coming from Tier Two cities of Tianjin, Nanjing, Hangzhou, Suzhou, Wuhan, Xi’an, Shenyang, Chengdu and Chongqing.
By 2013, the strong influence and desire to ‘see the world’ was extended to those living in Tier Three cities such as Jinan, Hefei, Dalian, Harbin, Changsha, Zhengzhou, Shijiazhuang, Fuzhou, Taiyuan, Urumqi and Qingdao.
While there were also those who were better off from Tier Four cities such as Kunming, Guiyang, Nanchang, Lanzhou, Yinchuan, Nanning, Xining, Changchun, Hohhot, Baoding, Ningbo, Datong, Xiamen, Weihai, Shantou Lhasa and Haikou, etc.
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In Summing Up
Fast track this cognizant for the experience on overseas travel and their increasing levels of disposable income, the grandeur of the Chinese travellers unfolds.
Indeed, in a sense it was like an uncontrollable craving for every Chinese to at least step foot outside of China’s shores.
We read China Outbound Tourism Research Institute (COTRI) citing that the demand for overseas travel in 2017 exceeded 145 million Chinese that were traveling abroad. COTRI also predicted that their numbers would reach 400 million by 2030.
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Chapter 3 Nationalistic Perceptions of Chinese Travellers
Introduction
The Chinese government is generally known to mandate restrictions or curb travels to particular overseas destinations. But it is also due to social pressures that has created an even greater obligation on where the Chinese tourists might choose not to travel to.
To the Chinese, it’s about respect on nationalism. In particular, it is the impact on ‘face-value’ or the stigma from scrutiny within one’s social circles or at work. Their overseas travel decision- making process includes avoidance in visiting destinations considered ‘unpatriotic’.
A Destination’s Gain or Loss
The average upper and higher-middle classes would usually spend about 19% of their annual income on travels, a percentage unheard of in any other tourism source markets. Their combined contributions to countries that they are visiting or don’t visit, can translate into substantial economic gain, or loss too.
For example, during the Thaad (Terminal High Altitude Area Defence) system dispute between South Korea and China. It had badly affected South Korea’s tourism industry which was heavily dependent on Chinese tourist spending.
During their Golden Week Holiday, almost not a single Chinese tourist travelled to Jeju Island, reputed as the ‘Hawaii of South Korea’.
By the end of the dispute in late 2017, the tourism boycott resulted in US$7 billion losses in receipts. One can also note on the many cancelations or postponements of their intended trips to Japan whenever the Senkaku/Diaoyu Islands dispute flares up between Japan and China.
A US-Trade Dispute Has Uncertain Outcomes
With a looming trade war between USA and China, there are several school of thoughts on how this would affect Chinese tourism to the US. Generally, it was felt that any ban on Chinese visiting the US would be more problematic for the Chinese side than US.
Data in 2016 showed 3 million Chinese had arrived in the US, with a total spend of $33.2 billion ($12.5 billion from education-related travels). Mexico was a distant second at $20.3 billion. While, travel spending from the US to China was just $5.4 billion. It is a surplus of $28 billion in favour of the US.
Based on this, a commentary appearing in Quartz argued that the US should keep attracting more Chinese tourists, to reduce some of the trade deficits with China (to read commentary, click here). Note: Currencies indicated are in US Dollars.
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However, the Global Times of China had casually stated that “Chinese citizens are just being reluctant to visit the United States”.
It could be partly due to travel data for first half of 2018 from Mafengwo.com, an online travel platform recorded for the first time, Chinese travels to popular USA cities such as, Los Angeles, New York, San Francisco, Las Vegas and Boston were at a decline.
Thus, it was thought that an across the board travel restriction could affect American tourism stakeholders such as, hotels, inbound tour operators, retailers, food and beverage, etc.
In Summing Up
While China continues to engross in building a moderately prosperous society, she also has the awareness of a natural tendency others might want to seek unilateralism, protectionism or trade bullying tactics.
However, China is confident that her pursuit to build its communities with a shared future and shared interests, should prevail.
The practice of embarking on win-win cooperation will continue as a common aspiration for its people. The trend towards achieving and sustaining a better life is unstoppable.
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Chapter 4 Differences Between Chinese & Western Practices
Introduction
As I come from a family that is intertwined on Eastern and Western values, as well as practicing their respective traditional observances, these have provided me with a start-point on this topic.
Together with the opportunities to immerse for more than a decade amongst various classes of native Chinese, I could quite clearly sense some obvious differences that existed between Westerners and people living in China.
But there are far too many differences to mention and will be endless to compare everything under the sun. I will focus on the potential ‘culture shocks’ that Westerners visiting China or Chinese visiting Western countries might likely encounter.
I also do not intend to defend myself if readers disagree with certain comparisons. It is not my observations to discredit or to opine on which is better, or who is right or wrong.
It is merely to share on the uniqueness and varieties of each nationality, developed over accidental-learnings and refinements.
Just like languages, traditional practices and cultures are part of the evolution of each human species over hundreds if not thousands of years.
This Chapter attempts to delve on some of the main cultural differences between Westerners and the Chinese people.
Social Structure
To begin with, again we have to go back in time. The Chinese culture, along with that of other East Asian countries like Korea and Japan, were developed according to Confucianism.
It is based on the holistic teachings of Confucius, a Chinese philosopher who lived during the period around 570BC. His early teachings were focused on respect for hierarchy and all other things to follow in its right order.
Thus, I would say that hierarchy is a much more respected perception of the Chinese culture than that of the Western culture. Perhaps, this will be a key approach to consider when dealing with East Asians, or in trying to build relationships with the Chinese.
While Europeans have shed feudalism practices during medieval times, societal structures in China have to a large extend remained formal and hierarchical. There’s always deference to authority as well as to the elderlies.
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Each adult person generally knows where they stand and how they should fit in. They are mindful in not attempting to cross boundaries and to respectfully abide by protocols and customary conventions.
Amongst their own compatriots, their natural instinct helps one another avoid hindrance on business or social relationships.
To the Chinese, it’s more about group cohesion than individualism. A native from China would tend to be more concern at how his/her words or action might impact others in a group, then how it will affect themselves personally.
They are even prepared to refrain from actions or to avoid mentioning an issue, to sacrifice for the betterment of the group.
From my personal observations, most Chinese would even prefer to avoid direct conflict or confrontation. They may even find it irrelevant to know what the ‘truth’ is or to openly dispute according to principles.
Theirs is about a perception on respect and to honour each other is more important. Hence, the Chinese may consider it unnecessary to try and prove a point just to demonstrate one is right.
However, individualism has worked well for the Western world, which has long been the backbone and driving force in economic developments and progress. It is one of the key traits that has helped their countries become successful too.
For them, it’s common for informal or a loosely accepted etiquettes whereby people of various social status do not need to feel awkward in mingling or socializing with each other.
Family Values
Chinese society respects family behavioural principles and the important ‘face value’ norm, similar to the proverbial idiom ‘not to wash dirty laundry in public’. For them, the ideal united family is one that openly respects elders or an invited guest.
For example, conformance to traditional values is to view dating during teenage years as inappropriate. While early-age marriage is openly not encouraged.
Perhaps this may be contributory to their lower divorce rate amongst older folks than the average in most western countries.
However, as China modernizes and people’s increasing exposures to online reading, overseas travel, western movies, dramas or documentaries, etc., one can suspect that teenage dating or divorce rate will likely start to rise too.
On the other hand, the Westerners approach on these same family norms can be considered as being in its own unique way.
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I would say that Westerners are more relaxed and would usually be based on logical circumstances and the situation at hand. Therefore, it’s understandable to consider Westerners as being more independent on their approach relating to family relation and behavioural conventions.
Respect & Humility Are Strong Virtues
Amongst the majority of Chinese people, possessing moral standards concerning respect and humility are revered. Whether it is in the context within the family or in the office hierarchy, it could be considered rude to speak up to your superiors.
The Chinese look up to hierarchical virtues and collectivistic principles. It is extremely important to outwardly demonstrate respect to your seniors.
As a subordinate, one should never publicly disagree, or to openly criticize their bosses. The same is usually applied on peer-to-peer situations. Most Chinese too generally prefer not to openly display stature or greatness of one’s personal achievements, especially at their initial encounter with strangers.
Personal success is usually downplayed. The Chinese consider it noble to leave it to others to be their judge.
For Westerners, it is common for an informal or a loosely accepted etiquette. People of various social status do not feel awkward in mingling or socializing with others of different levels.
While some European countries may still abide by certain aristocratic boundaries that discourage others from crossing into, the Americans generally do not.
As a whole, most westerners usually avoid stereotyping their view on others from a different social class. They would also be less conscious on ranking or status.
From this, one can deduced that the Chinese compliance with societal class ranking or its underlining principles are in total contrast as viewed by Westerners.
This may even cause situations to be uncomfortable, especially when a visiting party from either side may not be aware of the inherent but ingrained protocols of the other.
For most Westerners, it is alright for a person’s success or achievement to be openly but unassumingly extolled.
To Westerners, a person’s humility or a down-play on self-importance could be assessed as a lack of confidence, or even as a form of weakness.
In a Western world, it’s usually all about one being upfront and not to shy away from taking an active involvement.
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Thus, Westerners may tend to unabashedly display their social or negotiating skills and to be seen as readily accepting greater responsibilities.
In some ways, the inherent disposition and the so-called humbleness behaviour of a Chinese person could be a factor that negate his/her career advancements in an American society or in Western countries.
Mannerism
The Chinese and Westerners might hold differing views on what constituted politeness or being good-mannered. In China, it is acceptable for people to ask each other how much one earns, how much an item costs, or how much is the cost of their house, etc.
On the other hand, a Westerner will consider such matters as personal and will likely refrain from it. During their meals, it is perfectly normal for a Chinese to exude slurping sounds. While this may seem disconcerting and ill-mannered to Westerners, this behaviour is merely to express that he or she is enjoying and appreciating the food (relates to an action on giving ‘face-value’ to the host).
It is a norm too in China to talk loudly in public places such as restaurants, again often considered rude and inconsiderate to Westerners. Well, it seems that the Chinese believe the louder the level of sound is in a restaurant, the better it reflects on its vibrancy, and so the quality of food must be good or of better taste.
During meal times, dinner etiquette amongst Chinese may get a little more complicated. For example, Westerners usually have their food served on a plate or bowl and everybody would eat from their own plate or bowl.
Seldom would food be interchangeably shared by diners. In China as well as amongst the Chinese race, dishes are often placed in the middle of the table and everybody consumes them in a communal setting.
It is also customary for a Chinese person to personally help dish out or scoop the best portion for their guests or other senior diners as a gesture to show respect. They may also be observed spitting out bones or whatever item that they do not like to eat onto their plate or on the table.
For Westerners, the act of spitting is already considered rude.
In China, toasting with one another is a form of being respectful and friendly. One should always toast with the most important person first, before doing the same with others down the order. While during family meal times, one would usually toast with the oldest member first and down the hierarchal status.
While some of the Chinese mannerism may appear to be strange or seemingly uncivilized, these are all part of China’s distinct culture that has been developed over thousands of years. To some, it may seem illogical or confusing.
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Hence, the trick is to come with an open mind, to embrace your experience in their country, or with a native Chinese person.
Independence vs. Interdependence Self
Westerners prefer to be seen as knowledgeable and independent. They are more inclined to view themselves as confident, independent entities. When dealing with others for the first time, Westerners would tend to express themselves in an eager, easy going and approachable manner.
Commonly, they would stand up to speak, openly smile to show their interest or approval. Theirs is a mannerism that reflects on good independent self.
On the other hand, the Chinese culture stresses interdependence between fellow compatriots. In contrast, they would be listening attentively during discussions and to be seen as in full concentration and processing information. There may also appear to slightly hesitate before responding or commenting.
They would try to fit in or flow with the communication, with a mood that expresses them in a respectful manner and to display their participation in a knowledgeable way too.
It is in their culture to exhibit an attentive and calm stance, which is considered as a form of being a good interdependent self.
The Chinese in many ways want trust as well as fairness. They are wary of deceitful service providers or retailers with misleading or fake promises.
Hence, whenever they intend to purchase something or plan for their next holiday getaways, they will not hesitate to check around.
Usually this will be amongst family relations or close friends. In present times, it would entail a would-be Chinese traveller to search on social media websites or online travel forums.
They would source for the latest reviews, comments or feedbacks relating to their intended travels, before making their decision.
As a matter-of-factly speaking, this has become a Chinese consumer’s norm to be depending on each other’s views or opinions. Like everyone else, they are also particularly carefully whenever they have to pay for something.
Thus, for marketers eyeing Chinese outbound travel communities, it would be prudent to have visibility on social media platforms where word-of-mouth is constantly exchanged. Your messages could help entice a call-to-action, to drive and encourage traffic to your website.
Needless to say too, that your website must also feature content in the Chinese language, otherwise the bounce rate of your dashboard report would most likely be unfavourable.
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Face-Value & Reputation
The hypothesis in face-value as a way of life amongst Chinese or East Asians originated from Confucianism. It is a concept of paying respect to others.
This can be either in the form of a verbal compliment (to give face), a non-conflicting mention or flattery of someone to others (with the extreme considered as a form of ‘curry favour’), or simply by not commenting or avoiding actions that could make someone feel embarrass (to lose face).
In the event that a person had caused someone to lose face, it can be detrimental to their relationship, if an attempt to restored allegiance or mend goodwill was not promptly initiated.
On the flip side, there’s also the practice of maintaining face-value. For example, a Chinese would want to own a highly-priced car and be seen flaunting it around.
While others will literally ‘fight’ over paying for an expensive restaurant tab. Such actions are intended to be a showy way of expressing ‘I’m doing okay’.
Indeed, to Westerners these actions may seem silly or over-exaggerating. But it’s not so to the Chinese which is about making a statement for oneself.
In other instances, the practice of face-value may also occur whereby one has been identified as the person responsible for causing extreme humiliation or shame.
Whether this involves a business organization or a social group, that person responsible may even sacrifice his/her position by resigning, stepping down, or doing whatever it takes to heal or redress the undue embarrassment caused.
But most Westerners would view such issues with a practical sense. That it should be less about an individual’s reputation and more about the outcome of the matter than counts. For them, their immediate focus is to fix the problem or find a solution.
Practice of Guānxi (关系)
The other conspicuous aspect of the Chinese is the practice on Guanxi – a concept of embracing in social networking to build and bind influential relationships. We can relate Guanxi tactics to that of a combination of ‘curry favour’ and ‘lobbying’ as practiced by Western culture.
In China, this relates to ‘you scratch my back, I’ll scratch yours’. It is generally based on a reciprocating principle of giving and receiving exceptional favours.
But there’s also a fine line on how such reciprocating acts are to be carried out and in a manner that is both discreetly circumventing and unobtrusive.
Otherwise, it will be viewed as a form of bribery, which becomes an illegal act. In my opinion, Westerners that do not understand or acknowledge the twin concepts of face-value and Guanxi,
Page 19 Marketing To Chinese Outbound Travellers – An Insider’s Perspective. which are revered in China, would be less effective in their relationship or dealings with the Chinese people.
Business Relations & Punctuality
When one plans to establish a business in China, be prepared for frequent socializing with your counterparts. To the Chinese, especially during the initial get-to-know-you situations, business matters are likely to be considered secondary as it’s customary for parties from either side to first get to know and understand each other.
For example, socializing events or activities may even hinder or delay the signing of a contract. This is acceptable as long as the time allotted for the purpose of relationship-building has been appropriately assigned.
The Chinese prefer to reassess the matter being discussed or to reconfirm their interest. They also tend to practice mediation through third parties (as a matter of keeping face-value from direct confrontation, if any).
Their concerns are that relationship should come first and that loyalty to such relationship is important. For business associates amongst Western cultures, initial meetings tend to be cordial but in an austere manner with one another. While there may be some socializing, the business aspects always remain centre-stage.
Westerners might even forego socializing in order to get the job done. However, times are changing too as Westerners embrace the concept of networking (combining business with open socializing) which have already become more pronounced.
On the subject of punctuality, Westerners generally pay closer attention in displaying consciousness in predefined schedules or meeting of deadlines that most Chinese would.
To Westerners, punctuality is a matter of peremptory behaviour and imperative ethics. While the Chinese usually tend to observe punctuality at formal occasions but can be flexible at informal ones.
They also have varying views and will react according to the occasion. Sometimes, it is customary for a person of superior status or position to arrive later (akin to fans waiting).
Perhaps to the Chinese, time is considered as a tool, particularly in negotiation and when one has more than what the other party has got.
So, it’s a cautionary thought on the punctuality issues that one should try to look beyond the surface of your Chinese counterpart. Because, their inconsistent behaviour towards time may turn out to be something intentional.
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In Summing Up
Societal class behaviour and observances on ranking do have underlining contrast perceived by the Chinese then generally that of a Western society.
When dealing with a very traditional Chinese party, it would be prudent for Westerners to observe restrain on trying to push towards, or championing on individualism, be it amongst peers or as a vendor-customer relationship.
It is appropriate and relevant for Westerners when dealing with the Chinese, to be mindful and prudent of the latter’s collectivistic behaviours. The same should apply to the Chinese in their dealings with Westerners.
A misunderstanding may turn out to be a source of a given conflict due to each other’s inherent cultural norms.
Whether it concerns the Chinese or the Westerner, I believe we should all expect some inherence of the respective party’s unique cultural norms.
Thus, one should avoid an immediate over- or under-reaction, before first getting to know each other better.
Likewise, a misreading of cues, could be a regretful one as a mistaken judgement could turn out to be the ultimate opposite.
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Chapter 5 About Chinese Outbound Travellers
Introduction
China experienced her own version of ‘baptism by fire’ even after the 2nd Sino-Japanese War had ended in 1945.
For years, the country was groping in the dark and people struggled with hardship. During the formation years under Chairman Mao Zedong, a social class divide existed between urban and rural communities.
It was followed by a period of isolation from the world, while the aftermath of the Cultural Revolution almost collapsed its economy.
But she clawed an incredible journey to its present day modernity and becoming the world’s second, if not, largest economy.
A Chinese article “To create a beautiful life that’s not to be hindered by any difficulties” appeared in the People’s Daily in August 2018. It sums up China’s determination to never U-turn again.
Today, China is pursuing an inclusive policy with the world. It is about efforts to lead in the creation of a shared future for all mankind, for the betterment of peace, harmony and prosperity.
It is a bold and farsighted ambition to create a shared destiny for everyone, including Americans, Europeans and every nations on earth.
This Chapter generally delves on the unique characteristics of the Chinese people. Some were intentionally highlighted to differentiate with those of the Western world.
More Purchasing Power Than Most Non-Chinese Counterparts
In a joint study by Nielsen and Alipay, it was noted that the average overseas spending of Chinese tourists in 2017 was USD 5,565.
This is expected to reach USD 5,715 this year. A 3% increase YoY. Top three spending categories of Chinese tourists were shopping (25%), hotel (19%) & dining (16%).
In comparison, top three categories of Non-Chinese tourists were hotel (29%), dining (18%), shopping (15%). Click here to read this report.
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On a price impacting factor, 41% of the Chinese responses were mostly on discounts and the type of payment methods available and accepted.
While 40% indicated on quality of goods or services. For Non-Chinese tourists, 52% regarded price as a key factor and 35% were concern on quality aspects.
Price factor is more impactful on Non-Chinese. While Chinese tourists felt that payment method is an important factor in their spending decisions.
Preference for Travels with Close Acquaintance
To understand the Chinese traveller, we should also understand the general disposition and mind- set of the average Chinese consumers, be it on their societal status or temperament.
Most Chinese are generally friendly and helpful, even to assist strangers, if they could.
They are guided by unique social norms that are influenced by traditional values and practices dating back many, many years.
It is understandable for Westerners who do not read or speak the Chinese language, to form an overall impression that the Chinese culture is complex, complicating, or even intriguing.
Consider most Chinese may experience a modest way of life. For example, their older generations have, on average, no more than 40 sq. feet of living space to themselves.
As a suggestive comparison, the Chinese believe in virtues while Westerners believe in value ethics. Westerners have the conscientiousness to greet others and to express caring-ness or affection in a freer manner than most Chinese.
The Chinese, on the other hand, may initially appear to be less affable in their expression of caring-ness. Their self-restraint may be viewed by Westerners as unnecessary or pretentious. But such is the nature of the Chinese, perhaps guided by their puritanical ideology.
Unlike their Western counterparts who would usually consider holiday vacations as an entitlement, to get away from their work grind or to de-stress, most Chinese tourist do not feel the same.
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They consider holidays as a time to relax and enjoy themselves, usually as a group amongst family or close friends. Hence, its common to see them being more relaxed, having fun along the way and to take a laidback approach.
Photo Credit: Maria Nikova
Another reason for the Chinese traveller’s sense of relaxation is that overseas travel is a new form of enjoyment as compared to Western tourists who have been doing it for many years.
The Chinese desire to experience a location or region as wide as possible, at times just skimming the surface at what they see and by just taking photos during their walkabouts.
In comparison, Western tourists prefer to fully immerse in a particular city and would be referring to guidebooks and studying tourist maps for directions, etc.
An Interdependent Society
Chinese consumers are mostly of an interdependent society. They also want trust as well as to be reassured. Thus, whenever planning to buy something, they would usually rely on each other for references or recommendations.
They will openly check with family members, relatives or close friends. This approach in collectivism may also be helpful to share checks on improprieties or unscrupulous vendors.
With the advent of Internet social media and online blogging platforms, Chinese consumers now have an even wider avenue to source for reviews and opinions on practically all kinds of products and services.
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Consumer behaviours of the Chinese as a society has been changing, and changing much faster than in other countries too.
I would say it stems from the influence of everyday social media news, interactions with more and more foreigners living in China, as well as stories shared by others after their overseas travel experience.
But still, the people in China remain quite complex. It is, after all, a very vast country and its population belongs to various indigenous groups, each with their own traditions and upbringing.
Even for the Chinese races born and living in countries outside China, they will view Mainland Chinese as somewhat different in terms of mannerism, food taste preference, cognition, etc.
Significance of Post-80s Travellers
As the bulk of Chinese travellers are mostly made up of consumers in their late-20s to mid-30s, I shall focus on this group.
They are also known as the ‘Post 80s’ generation (八零后 : Bā líng hòu) and are the Chinese equivalent of ‘Generation Y’.
This group has wider knowledge and very familiar with use of digital communication and media technology tools.
Post-80s Chinese account for an estimated 420 million. They have greater knowledgeability and higher skill-levels than their earlier generations.
During their travels, they would want to immerse in touristy adventures and those talk-of-the- town experiences.
Within China, local consumptions mostly occur in first and second tier cities. These are, Beijing Shanghai, Tianjin, Guangzhou, Shenzhen, Nanjing, Hangzhou, Suzhou, Wuhan, Xi’an, Chengdu Shenyang, Chongqing. Consumptions also occur in urban areas with higher per capita income.
Based on the Chinese government’s 13th Five-Year Plan, it’s estimated that about 60% of the population will be living in urban areas by 2020. This translates to 100 million more becoming urbanite consumers.
In terms of business opportunities, it will be a further extension of its already massive consumer market. The attraction will become even greater for all sorts of foreign brands and their products to vie for space on Chinese retailers’ shelves.
Due to China’s rapid and ongoing modernization, the uniqueness and characteristics of Post-80s Chinese travellers may have even eluded tourism research studies.
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Chart from: Hong Kong Trade Development
For example, they are better educated, less inclined on saving and with a willingness to spend on fun entertainments.
Unlike their parents, they are more likely to have preferences on value and quality rather than price. They have become more health conscious and their concern on food consumption safety has also been increasing.
The three top categories of their overseas expenses are, food and beverage, clothing outfits and electronic goods.
It is an important point to note that although this group is better-off with understanding of English than their parental generation, they would still prefer to read information in the Chinese language, as well as are also expecting services with signage in the Chinese language, such as, directions, food menu, public display messages, etc.
After all, as a Chinese, they would want to maintain their nationalistic ‘face-value’ and the respect of others in their traveling groups.
In comparison to previous generations, functionality and price were the key factors that Chinese consumers would care for the most. However, as living standards improve and the Post-80s being much wider read and knowledgeable, they are using a variety of criteria for their consideration.
As they embark on increased sophistication towards the preference for more refine taste and quality, the Chinese consumers are trading-off their mass market perception for premium choices,
Page 26 Marketing To Chinese Outbound Travellers – An Insider’s Perspective. be it in accommodation, travel comfort, entertainment and shopping experiences, educational tours, etc.
To take a leaf from Dr Mingming Cheng, a Chinese national who wrote a thesis in support of his Doctor of Philosophy degree. Dr Cheng made references to his personal encounters. I quote in verbatim [emphasis mine]:
As a Chinese Post-80s growing up in a city, my formative experiences and those of many peers have resulted in a cultural identity that is distinct from my parents and
“Western counterparts.
My generation has travelled domestically to nearby regions, and is now embarking on long-haul explorations of the world. This research is against a backdrop of the
growing importance of Chinese Post-80s tourists in the
Western markets. It concerns the distinctiveness of the Chinese Post-80s “
generation and their pursuit of adventure tourism. It is also
to counter the common misconceptions many Westerners may have about the cultural identity of this cohort.
Pricing Is Not Their Primary Motivator
According to Mckinsey’s 2017 Chinese Consumer Report, businesses expecting to gain access into China by simply aiming to ‘offer more bang for their buck’, are less likely to work.
Today, most Chinese consider the price factor as not their only primary motivator. Consider that China’s middle class has an aggregate net cash reserves of more than USD 4.6 trillion. Mckinsey cited Alibaba, a leading Chinese e-Commerce conglomerate which manages half-a-billion monthly active online user accounts on its platform.
Alibaba’s ‘Singles Day’ ”11.11 Global Shopping Festival” had exceed USD 25.3 billion within 24 hours (that’s over USD 1 billion sales transacted every hour!).
It was a 39% jump over their previous year and was even bigger than the combined Black Friday and Cyber Monday events in the United States.
From a reported survey of over 10,000 Chinese consumers between 18 and 65 years old, living in 44 cities and some in rural towns and villages, four major trends were considered likely to shape the modern Chinese consumers:
i. Consumer Confidence – In the first three months of 2018, China’s Consumer Confidence Index reported by its National Bureau of Statistics, had rose to 115 points, a 10-year high
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just before the global financial crisis. It has been attributed primarily to the rise in disposable income and driven by consumers’ desire for more premium products.
ii. The Focus is on Health and Wellness – It is a growing trend as seen by the proliferation of communities indulging in sports fitness, yoga, practice of meditation, visiting spas, etc. They have shown greater interest in health-food supplements, with nationwide purchases occurring online and offline.
iii. The “Post-90s” Generation – The young consumers that already make up 16% of Chinese consumers. They are becoming the most influential segment and growing faster than any other demographic groups. Unlike their parental generation, this group is even much more exposed to Western cultures and latest technology. The Post-90s is projected to represent 20% of the total consumption growth in China by 2030.
iv. Brand Consciousness, But Discerning in Needs – Although several changes in their factor of discernments have unfolded throughout the years, the Chinese consumers remain savvy when it comes to seeking the best value-for-money. However, the expectations and pursuit in paying less for more have gone. Chinese shoppers will consider other factors like, quality, appropriateness, sustainability, as well as after-sale services.
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As local products have long been actively competing to meet these criteria, they are also winning the maker’s loyalty race.
Thus, for foreign brands offering items such as gadgetry and personal-care products, these will no longer have the upper hand.
Indeed, they will have to compete with the many local brands that have established a strong name and presence for themselves.
Chart By: Mckinsey & Company
In Summing Up
With younger Chinese consumers becoming more financially independent, more discerning and more health-conscious, it will reshape China’s consumer habits towards a more diverse market.
It means global travel, lifestyle and hospitality establishments or foreign businesses looking to expand their footprint in China, must have the right foresight to be versatile.
They must have the ability to adjust to the evolving tastes of the Chinese travellers or consumers.
Today, one needs to be adept with the Chinese market and to constantly understand the particular discerning and nuanced demands of their consumers.
The challenge for marketers is to rightly conceptualize and position their brand and marketing messages, in order to remain favourably relevant in a highly-engaging market.
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Chapter 6 Chinese Online Social Media
Dawn of Microblogging
From the early influence of Western-based apps such as, Facebook, Twitter, Instagram, etc. that swept the world into a frenzy with social media communications, several Chinese online mobile apps began to followed suit.
Initially, it was the introduction of microblogging apps such as Weibo and other early experimenters such as Renren, Kaixin and a late entry, Fanfou. Most were copycats of Twitter. Weibo gradually emerged as the most popular blogging app.
In the early years of the microblogging technology, which caps on 140-character inputs per post, these Chinese versions had the advantage. Because each Chinese character represents a word, their apps were able to communicate a lot more with the same amount of character spaces.
Additionally, the Chinese apps catered to the transmission of multimedia elements while Western apps like Twitter did not.
Trending topics on China’s microblogging site tend to be more carefree as compared to Twitter.
It allowed swarms of ‘Internet Water Army’ (网络水军, Wangluo shuijun), or typically ‘ghost writers’ paid to post online comments just to promote certain topics or stir opinions. It’s no surprise too that State programs were also manipulating Social Media sites such as China's 50 Cent Party of Internet commentators (named from the 0.5 Yuan paid per posting).
Beginning of Internet Censorships
Towards the end of 2009, the central government decided to block all major foreign (Western- based) Internet apps and platforms. Censorship on Facebook was largely due to riots in Xinjiang in North-western China, because its app was used by bloggers as their primary communication network.
Censorship on Google's Gmail and YouTube sites were due to footage showing clashes between Chinese security forces and Tibetans.
Censorship of Twitter was the result of some comments that suggested for the boycott of Japanese products at the 2010 Shanghai Expo.
These censorships had also included some of China’s domestic Chinese-based apps that were forcefully shut down.
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After the debacle and ignominious activities had quietened, major Chinese Internet companies, Sina and Tencent restarted its mobile microblogging services.
Together with 20 other major platforms, the groundswell for native Chinese-based microblogging platforms ensued.
Technically, they would all have to operate within the State’s guideline terms and conditions. But the rapid growth in popularity amongst the Chinese was phenomenal.
The Advent of Chinese-based Internet & Mobile Platforms
The switch away from microblogging came when WeChat was launched in 2011. It had the blessings of the Chinese government, which even included subsidized grants.
WeChat is the first multipurpose mobile-based app developed by Tencent. The platform integrated social networking with various in-app features, such as cab service, money transfer, in-store payments, etc. It was a hit amongst Chinese users.
By 2015, WeChat covered almost 90% of all China’s smartphone users, with 762 million monthly active user accounts.
This smartphone app had generated much enthusiasm and interest from a wider audience of various classes.
Users were able to blog, share exchanges about their overseas travel stories, photos and videos too, while they are at overseas destinations as well as after they had returned home.
It’s easy for Westerners to appreciate just why and how influential WeChat was for the Chinese government. With its current claim of 950 million registered users and about 38 billion messages that are simultaneously communicated on its platform each day, you can imagine the scale of monitoring going on.
It is in reality that its entire users’ traffic is closely monitored and censorships are not spared. WeChat is poised to be given an even greater bureaucratic role. This involves the integration of its entire network into China’s official electronic ID system.
Unlike most Western-based apps, Chinese-social media apps are also contributing to China’s economic growth by providing ease on business transactions.
WeChat is not only a social media app but also a general-purpose platform that you can transact almost anything. Its entire network is connected to a vast array of brick-and-mortar stores nationwide.
In comparison, Facebook does not facilitate on transactions. In terms of social e-commerce achievement, WeChat already has over 200 million users with their personal banking accounts with WeChat Pay and is considered as 1.5 years ahead of Facebook.
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The proliferation and promotion of Internet companies in China is at the heart of the Chinese government’s official plans for economic growth.
It is included in the State Informatization Development Strategy (2006–2020) as well as the 18th Central Committee Report of the Communist Party of China Congress.
The Chinese government views information and communications technology (ICT) as China’s transition from a manufacturing to a knowledge-based economy.
Which is why in as early as a decade ago, China had designated ‘informatization’ as a national strategy. This was to cover all areas of modernization that affects almost every aspects of China’s society and economic developments.
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Graphic image: Kantar Media CIC
In Summing Up
The Chinese online platforms have much more e-commerce activities than any other country in the world today.
While its social media environment has tremendous influence and impact on consumer behaviours, greater than in any other country too.
Based on China’s National Bureau of Statistics, in 2016 the Chinese consumers spent USD 750 billion online, an amount that is more than the online spending in US and the UK combined.
It boils down to its economic progress, the people’s determination to be Internet savvy, as well as the Chinese culture on collectivism.
Indeed, they are more likely to buy a product or service based on word-of-mouth reference or recommendation by family, friends or acquaintances.
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They will read or view products or services that are mentioned on social media, or endorsed by ‘key opinion leader’ (use of a celebrities as Influencers).
Such unconditional referrals have raised the comfortable-level on their buying decisions.
Perhaps the Chinese have less trust with formal institutions, their main stream media, or are sceptical with information generated in commercial advertisements.
Hence, for global marketers promoting travel-related or hospitality services, it would be appropriate and prudent to link their content or company’s website page amongst online social networking platforms in China.
The immediate objective is to allow the brand to be more noticeable. While the longer term objective is to grow in familiarity with users of respective social media sites.
The continuous exposure offers greater opportunities for businesses and its products to be openly reviewed, discussed and evaluated amongst their target audiences.
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Chapter 7 Marketing to Chinese Travellers – What To Know?
Introduction
For global hotels, travel and hospitality service providers that are successfully receiving Chinese tourists and providing a ‘home-away-from-home’ stay for these guests, well done! You will be assured of even higher numbers in the years to come.
This is because people in China are known to be collectivistic in sharing personal experiences (as explained in an earlier section). They are true to the meaning of ‘marketing by word-of-mouth’.
For global hoteliers new to marketing for Chinese outbound travellers, it would be wishful thinking to expect that it can be done by simply engaging any traditional marketing agency.
There are many prerequisites, consumer behaviours and potential pitfalls that are all unique to how things are done for international markets.
But, by not doing so, will also be in peril of not engaging in the world’s largest single source of global travellers, or simply not in contention to vie for the world’s biggest tourist spenders.
This Chapter delves on understanding pertinent matters and approach, in order to prepare a marketing strategy.
Simplified Chinese – No Two Ways About It
To market to China, it is imperative to have Chinese content for your website and booking information. The relevance applies to various marketing messages on social media platforms, as well as printed brochures, literature about destinations, etc.
In one report published by China Outbound Tourism Research Institute (COTRI), its Director, Prof. Dr. Wolfgang Georg Arlt commented that it is time for destinations to “Stop talking about arrival numbers and start concentrating on quality and sustainable development for the Chinese outbound tourism market” (to read article).
Indeed, to market to China, a key factor is to be linguistically visible in their native language.
Remember the age-old adage, 'If they can't read, they won't buy’.
For global hotel groups, travel and hospitality establishments that are not providing optional reading of content in Chinese, it will not display visitor metrics from China-based IP addresses.
It is a completely wrong strategy for any global business intending to promote their business in China but not recognizing this imperative requirement.
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On the other hand, websites with content effectively translated and edited in the Chinese language will definitely be tracking higher visitor numbers from China, be able to analyse their browsing patterns, duration spent at the site, conversion rate, etc.
As an example, the monthly average page views at Ctrip’s website is well over 3 million.
Human Translations vs Machine Systems?
We should not expect machine translation systems to help us bridge the language divide. Because marketing-related materials are written by copywriters using puns, slang and satire to generate reader’s interest. Read ‘Language Is Alive’.
Translation machines were not built to decipher emotional expressions or analyse if a sentence is funny or serious. Or if there were missing words or anomalies in the original source text. The system will not take into account the various nuances of the vernacular of the Chinese people.
In view of these shortcomings, the end-product of machine translated pieces will be riddled with unnatural sentence structures or nonsensical phrases, which will be awfully embarrassing to the brand that they were supposed to represent.
As an added example, some words have multiple meaning and usages that machine translation will not be able to figure out on their differences.
Only humans can detect if there are errors or inconsistencies in the source text, or to equally mimic the emotional aspects of the source copywriter’s intended pun.
To engage with native language-speaking audiences effectively, messages must be clearly written in proper syntax and in its natural manner. Otherwise, we are not only failing in our interactions with our target markets, the brand will be unnecessarily tarnished.
Translations with a creative spin aka Creative Translation also known as Transcreation is what you need, in order to be absolutely certain that your source content is effectively localized into Chinese language versions.
Transcreation helps transcend language and cultural boundaries, and build that emotional connection to your brand
Instead of taking chances with your valuable marketing resources, always go with transcreation. Your marketing campaigns will have better traction at enticing and inspiring Chinese audiences as though they were written by local copywriters in China.
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Optimization for Mobile Viewing
Nowhere in the world are consumers more caught up with their smartphones and mobile apps than in China.
The Chinese are using their smartphones to perform practically every consumer’s chores – from making everyday purchases, surfing for news on Internet, to socializing and communicating amongst family, friends and colleagues.
Chinese travellers browse at overseas destinations to check on the types of local attractions, weather, hotels available, local culture, food, etc.
Additionally, to be well-informed, they are also regularly visiting Chinese social media sites and travel forums.
They will perform online purchases such as, hotel reservation, air ticket, train ride or bus tour, etc. booked and confirmed well before their trip.
Other items such as, ‘event entry ticket’, ‘car rental’, ‘restaurant booking’, etc. will be purchased at destinations also with their smartphones.
This chart shows there are stark differences on shopping and payment habits between the Chinese and international mobile app users.
Only a very small percentage of Chinese consumers do not or rarely purchase items online.
It clearly reflects the extremely high percentage of Chinese consumers that are using their smartphones or mobile apps to purchase and pay online, as compared to non-Chinese consumers around the world.
Thus, to have greater discoverabilities amongst Chinese consumers, it is necessary for marketing content of websites, booking and online payment platform to be available in Chinese language, as well as optimized for viewing with smartphone or mobile devices.
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Understand China’s Great Firewall Blockade
Majority of Western-based Internet and mobile apps, such as Google, PayPal, Facebook, YouTube, Twitter, Quora, etc., are censored by the Great Firewall of China (blocked).
In place, there are over 6 million Chinese-based apps available in China. While most apps are accessed by Chinese users out of curiosity and not returning again, there are over 100 apps used by the Chinese on a daily basis.
Chinese consumers spend most of their in-app time using chat apps, resulting in WeChat hosting over half a million apps within its platform.
It’s like a central hub for WeChat users to perform a myriad of tasks with various mini-apps – from texting, phoning friends, transacting for purchases, paying bills, booking doctor appointments, etc.
Hence, the Chinese have no need for Western-based apps, be it to perform Internet Search, Online Payment, Messaging, Video Streaming, Social Media or Group Chats.
In other words, if you have ad campaigns running on Western-based apps to target China’s market, whatever efforts and investments spent would be futile.
You should be running your push-ads, banners and online mechanicals on China-based Internet and mobile apps such as, Baidu, WeChat, Mobile QQ, Momo, Wangxin, Youni, Toutiao, Meitu, etc.
Some of the more popular Chinese apps that are uniquely used only in China. Graphic image: IPPWORLD
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Chinese Preference on Customized Travels
The result of China’s economic growth and modernization led to large numbers of high-middle to the high-end income earners.
The Mckinsey Report states: “The evolution of the middle class – sophisticated and seasoned shoppers – willing to pay a premium for quality and to discretionary consider on the goods and not just basic necessities.
For the sake of simplicity, we now call consumers with household incomes in the 106,000 to 229,000 renminbi range upper middle class.
In 2012, this segment accounted for just 14 percent of urban households. By 2022, we estimate, the upper middle class will account for 54 percent of urban households (refer Exhibit 1)”.
These are travellers that are more likely to enjoy ‘customized travel’ with their greater spending powers.
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Customized travel not only takes into account on willingness to spend more in order to gain meaningful experiences, but higher demand for better taste and refined facilities. They want transparent, honest and responsible services.
Their preference is to go for individualized and self-coordinated tours, to be able to immerse in unique places of interest, natural scenic options, depth of cultural heritage, etc. and according to their planned schedules.
Typically, Chinese customized travellers want to enjoy the local culture, unique architecture, visit historical sites or museums, visit speciality boutique shops, indulge in unique local food eats, etc. at destinations that they intend to visit.
A report was shared by Ctrip at its first Business Summit on Customized Travel, held in Budapest in April 2018. Ctrip released its analyses on the Chinese tourist trends and behaviours.
Its customized travel packages are seeing an increase in demand by over 120,000 users per month.
Thus, to attract these category of travellers, hoteliers and hospitality establishments’ websites should emphasis on places of interest, cultural attractions, unique dining experience, theme parks, entertaining and fun events, health and wellness, etc.
Importantly too, to have organized tour packages and programs that coincide with their preferred travel calendar – the Golden Week holidays.
Marketing promotions should be intensified three or two months before the start of their seasonal holiday periods.
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Cater to Chinese FITs
Be prepared to cater to the increasing numbers of FITs, commonly referred to as ‘Free Independent travellers’.
They are from the Post-80s and early Post-90s generations that prefer self-help and independent travel experiences.
Being IT and Internet savvy, they are constantly accessing online information at websites or on social media platforms.
FITs are more likely to consider overseas travels when their annual combined household income is around USD 35,000. It’s estimated that 30 million households have already crossed this threshold.
The shift amongst the middle income community is to move away from those once upon a time popular stereotype organized tour packages (flag-waving groups), to the excitement of more authentic experiences.
Hence their preference is with embarking on unique D-I-Y vacations.
It’s all about having independence in planning travel arrangements, making airline and hotel bookings, selection of in-bound tours, etc.
Importance of Chinese Credit Cards & Mobile Wallets
Mobile payment platforms have been allowing Chinese tourists with the convenience of fast cashless payments, without loose cash or change, as well as the potential hassle from currency exchange repayments.
For Chinese tourists, payments via mobile platforms is already a normal habit. According to Nielsen’s survey White Paper, 83% of Chinese respondents would ask for it while abroad while many have subconsciously took out their smartphone to open the payment page.
While 93% indicated their preference to be able to use mobile for their payments. They had also expressed that it will further increase their desire to shop or purchase items, if their usual payment method is supported by overseas merchants.
Those surveyed indicated positively on the payment apps that they are using, as well as for its convenience and speed. Responses included a ‘sense of pride with Chinese mobile payment brands’, ‘favourable exchange rate’ and ‘discounts or promotions’ for choosing to pay with Chinese online payment platforms.
If given the option, over 90% will use mobile payments. Based on research among Chinese travellers, 65% of those surveyed had paid for expenses via mobile, while 77% had actually spent more because mobile payments were accepted.
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It is therefore prudent to include online transactions with Chinese payment gateways such as Union Pay, Alipay or Wechat Pay.
Union Pay is accepted in over 150 countries. While Alipay and WeChat Pay, the two most popular digital mobile wallets in China, have partnerships with several overseas networks.
In China, it is common for every Chinese to use their digital mobile wallets to perform most of their cash transactions.
During their overseas travel, their mobile wallets are ideal for taxi rides, at eateries or convenient stores, where oftentimes, are cumbersome due to language barriers.
Building Brand’s Presence in China
The approach to building awareness for a brand is by delivering content marketing messages that are perfectly written in the Chinese language. We must have a website that carries relevant and attractive content for the target audience.
We need information and materials to promote the destination’s places of interests, what to see, what to eat, etc.
Commentaries and actual photos of previous Chinese tourists who visited or stayed at the location would be highly beneficial.
It is also important to feature articles or advertisement of products with a theme that is of special interest to the Chinese.
Needless to say, well-understood product content and invigorating sales-pitches will help to generate greater interactions with the Chinese consumers and China’s travellers market.
Depending on one’s marketing budget, there are multiple channels to generate brand prominence such as, social media platforms, cinemas, television networks, key opinion leaders, etc.
For global businesses marketing to Chinese outbound travellers, the most favourable and cost- effective marketing strategy is to have focused advertising on social media platforms.
Social Media Marketing
The key to social media marketing is about evoking mobile app users with buzzwords or interesting topics to help elicit on the highest possible online traffic.
This can be done by blogs or messages to generate interest and to encourage sharing amongst family, friends or colleagues.
Consider the Chinese social media network as a personalized place that encourages the propagation of one’s travel experiences through word-of-mouth sharing.
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As China is a ‘mobile-first nation’, a consistent follow-through plan is to nurture and grow the brand by being present across various mobile apps commonly used in China on a daily basis. Amongst the available China-based social media platforms, WeChat is the most popular.
This app is widely used by the Post-80s generation who are also likely to take to overseas travelling. Another popular platform is Weibo which offers good features for sharing of images.
These social media apps are frequently used by Chinese tourists to source for specific reviews and commentaries that could help them in making informed decisions, whenever they are planning for the next holiday getaway.
Chinese Travel Forums
A good way to understand about the Chinese travellers’ interest, on what they are looking for, their preferences, etc. is to research on Chinese travel forums. QYER or TUNIU, which are the more popular sites.
There are instances whereby travellers to a destination had dramatically increased simply because some photos showing groups of Chinese tourists at that particular destination were posted and published on the site.
It is a good consideration as another approach to publicize and lure interest to your destination or various vacation properties.
Filling Low Season of Western Travellers
Unlike most Western calendar of public holidays, China’s public holidays are concentrated during two major periods also known as the ‘Golden Week’.
During these periods, although the gazetted public holidays account for three days, it is mandatory for employers to grant another three days of leave during these periods.
Employees are permitted to make up for the granted leave days by working on pre-arranged weekend days.
The first Golden Week is the Chinese Lunar New Year festival which starts around the 4th Week of January or 1st Week of February (depending on when the full moon will appear). The second Golden Week is China’s National Day from 1st to 7th October.
For businesses in travel, hospitality and retail, these are the Chinese ‘high season’ periods where everybody is out on vacation, whether going for their domestic or overseas travel getaways. In contrast, the ‘high season’ for holiday travels amongst Europeans and Americans is from around mid-June to end-August.
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Global travel, hotel and hospitality establishments should not miss the opportunity of China’s ‘high season’ peak periods. Consider over 6 million travellers will be going overseas for their holidays during each of the Golden Week periods.
The strategy is to use these periods to fill-in on the ‘low season’ of Western holiday travellers.
Ideally, respective marketing and promotional efforts to target Chinese travellers are to be intensified around three or two months before each of their ‘high season’ periods.
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Chapter 8 Marketing to Chinese Travellers – What Needs to be Done?
Introduction
I have undertaken numerous Chinese content localization projects for global hotels and resorts, many with annually signed retainer contracts. My teams are involved in helping initiate online advertising and marketing campaigns in China.
From our experiences, we get to learn from clients on what appeals to their Chinese guests and what do not. I have also witnessed the bane of business enterprises that had faced difficulties in finding their way into China’s complex consumer market.
This Chapter delves into salient areas that need to be addressed as well as the initiation of an engagement strategy with a cost-effective online marketing plan.
The objective is to work with the best mix of social media sites relevant to the product or service, and for the brand to be in the midst of their respective online traffic.
This involves precision deliveries for a series of push-ad mechanicals and CTA messages at pertinent touchpoints – such as, whenever a smartphone user is surfing Internet, accessing their app, communicating with friends or associates, etc.
For any online marketing campaign to be successful in China, the crux is getting the best brand visibility amongst the Chinese smartphone users.
Overview of a Pre-Marketing Plan
There are preparations to be undertaken before one can start planning for the launch of an online marketing campaign. These are essential steps that form part of the overall plan.
To leverage the power of social media marketing, we need to have a general understanding on the common behaviours of Chinese mobile users. We would also need to identify social media platforms that are regularly drawing those online communities who are likely to also be planning for their overseas travel vacation.
With a selected and targeted approach, you will get better mileage from your brand and marketing messages.
Your brand advertising messages are meant to entice viewers to visit your website, which is where the real connection with your Chinese travellers takes place and the opportunity for a high conversion rate.
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With Chinese promotional advertising mechanicals underway, we can now focus on the launch of the actual ad marketing campaign.
But I do not think there is any single magical formula. It is because of the sheer numbers of people and the variety of China’s outbound tourists who are from different regions.
It is also compounded by the rapid changes in their travel fancies, which are very much influenced all the time by what they read or watched on social media.
Hence, it would be wiser to focus at targeting a specific category of would-be travellers according to specific criteria that are most apt, such as; expected range of budget, age group, singles or family, educational tours, backpacking adventures, etc.
With this in mind, we can then plan and build the marketing theme around the targeted audiences.
Be Linguistically Visible
Website & booking platform. First and foremost, we need to have website content, brand ads, advertising banners, promotional messages, etc. localized into the Chinese language (these would all need to be properly transcreated as explained in Chapter 7).
These must be consistently and impactful written, in order to capture their attention of would-be Chinese travellers.
Marketing collaterals. Chinese language versions of corporate and product brochures, literature on places of interest, etc. Consider that the same artwork created for printing purpose can be converted to e-brochures for reading online or as downloadable pdfs.
Information that appeals. Provide information with a story-telling approach, to allow for better understanding on the places of interest, attractions, seasonal events, etc. Consider local themes such as heritage sites, museums, etc. To plan for educational tours as well as attractions that are worth the while of Chinese tourists spending their time there.
Flexible sightseeing programs. Package a range of sightseeing programs for day or night trips, with an aim to cover iconic or entertaining experiences rarely found in China. Provide enticing messages in your website for such programs, to encourage for a deeper experience or adventure challenge, to charm and captivate your potential Chinese guests.
Attention to basics. Include Chinese language versions of signages, instructions, promo collaterals, etc. which will help your guest feel appreciated or feel at home.
Language capabilities. Providing maps with Chinese translations will go a long way in creating comfort and assurance. To any foreigner, information that they can read and understand is surely
Page 47 Marketing To Chinese Outbound Travellers – An Insider’s Perspective. their top concern while overseas. Similarly too, it would be a great bonus to have someone who could converse in the Chinese language.
Participate in Chinese Search Engine
Due to the almost across-the-board censorship on Western-based Internet platforms and apps, we have to turn to China-based search engines for effective discoverability.
Even the use of VPN in China to gain access to Western-based platforms are meeting blockades by State authorities. There are several China-based search apps but the most robust is Baidu.
We can apply the usual website optimization practices to be in-line with Baidu‘s SEO procedures. The working mechanism for Baidu is quite similar to the setting up of our usual dashboard analytics using Google.
However, unlike Google, advertising in Baidu or other China-based Internet platforms is not straightforward as it would require a lot of ‘paperwork’ due to the particularly strict enforcement to regulate on usage by the State.
Participate in Social Media Marketing
When the specific target sector has been appropriately identified, we can start planning the content for our publicity messages.
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Key approach on the marketing strategy is to take advantage of the smartphone users phenomenon in China.
This entails the implementation of online campaigns by generating push-ads, marketing banners, announcements, notifications, etc.
The strategy is to have these push advertising mechanicals delivered ubiquitously and precisely at selected social media sites.
In China, participating in social media marketing is almost mandatory, in order to create brand familiarity and to draw the attention of would-be travellers.
Primarily, the purpose is to generate awareness of a brand that will lead to a level of trust and comfort amongst the Chinese.
The follow-through in engaging with Chinese outbound tourists will unfold when they visit your website to look for details such as local attractions, beautifully nice locations, homely features and facilities, etc.
The aim is to entice for greater exchanges in discussions on social media and travel forums about your promos or specials. Potentially, to encourage target audiences to consider your offers in their next outbound travel.
Implement Programmatic Ads Push-Pull Strategy
Advertising and marketing messages are best launched during the optimum touchpoint windows of opportunity. These are, ‘Before Their Travels’, ‘During Their Travels’ and ‘After Their Travels’.
It is to embark on influence-driven online branding and marketing, deployed through precision ad- targeting activities that capitalize on the ‘Push’ & ‘Pull’ strategy with the Chinese market.
‘Push’ – your mobile ads, brand banners, news feeds, enticing messages, etc. by being ubiquitously appearing across China-based apps.
‘Pull’ – online traffic to view your advertising mechanicals, teasers, campaign rhetoric, etc. to drive up visitor numbers to your website and generate readership interests.
‘Pull’ – generate offline traffic to directly visit your website, view your properties, read up on latest promos and specials, unique facilities, restaurants, retail shops, etc.
All this with the aim to encourage higher interactions and leading to better ROI.
The Push-Pull strategy is to ensure that the brand is, as much as possible, visible amongst the Chinese mobile app users.
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Its appearances should occur from the time the Chinese travellers are planning their getaway vacations, while they’re enjoying their holidays at your destination or elsewhere, to after they have returned home to share their experience, stories, photos, etc.
In short, it is to be part of their travel journey – from the very first instance they come in contact with your brand and promos, to their experiences with your property and destination, and for their repeated return visits.
Accept Chinese Credit Cards & Digital Wallets
As shared in Chapter 7 ‘Importance of Online Transaction”. This has since become imperative for establishments that want to woo Chinese travellers.
In China, even beggars in the city were using Alipay or WeChat Pay to collect alms. Thus, it will be foolhardy not to include Chinese-based online payment facilities.
To understand how important this is to Chinese travellers, an article appearing in South China Morning Post (SCMP) sums it all; “Going cash free: why China is light years ahead in the online payment revolution”. To read article, please click here.
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Chapter 9 Be Ready To Receive Your Chinese Guests
With your localized content and precision online marketing at Chinese-based apps platforms up and running, the outstanding jigsaw lies in ensuring that your Chinese guests get what they are familiar with and according to their preferred home-away-from-home stay.
According to a study by Nielsen, there are certain types of attractions that are more favorable to the Chinese tourists but less favorable to non-Chinese tourists. Such awareness help in planning for appropriate inbound tours to be featured on the website as part of the engaging strategy, as covered in earlier chapters.
Some hotels or resorts have taken initiatives in creating simple checklist or cheat sheets to better prepare their staff and facilities. These guidelines help resonate consistency amongst front-liners in meeting the needs of Chinese guests. Here are some relevant actions, not in any particular order of priority that should be taken into consideration as you welcome your Chinese guests:
Guidelines on the Don’ts
• Avoid odd numbers. To the Chinese, good things come in pairs (even numbers). While odd numbers are usually for less happy matters such as, burial timing, the amount in monetary contribution known as ‘white gold’ (白金, baijin), so-called as such money is to be enclosed in a white envelope.
• To avoid the number ‘four’ (四, sì) phonetically sounds like the character for death (死, sǐ).
• Avoid offering an umbrella, especially to an elderly Chinese. The word umbrella (傘, sǎn) has a phonetical sound similar to that of (散, sàn) which means ‘to break up’ or symbolically never to see each other again.
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• Chopsticks should not be left standing upright in a bowl or dish with rice or food. It will symbolically represent joss sticks placed in urns together with meals that are specially offered to passed-on ancestors.
• Avoid gifts of clock or watch as (送鐘, sòng zhōng) meaning ‘to send a clock’ phonetically sounds like the characters (送終, sòng zhōng) meaning ‘the funeral ritual’. To the Chinese, clock is usually a taboo as it also symbolizes that ‘time is running out’, relevant to ending of one’s life or relationship.
• Avoid giving shoes as present, particular straw sandals. (送鞋子, sòng xiézi) meaning ‘to give shoes’, which phonetically sounds similar to the Chinese characters ‘to break up’. It indirectly sends a message to the person to go his or her separate way, or to end the relationship.
• Yellow chrysanthemums or white flowers are synonymous with death. Especially white flowers of any kind are mostly used for funerals. As rule of thumb, anything ‘white’ or ‘black’ in the form of wrapping paper and envelopes represents ‘death and funeral’.
Guidelines on the Do’s
• A Chinese family name (surname) comes first followed by given name. It’s normal for a wife to use her maiden name. As a good gesture, add appropriate term regardless of gender; for elderlies add ‘lao’ (honourable old one) before their family name, for peer- level, add ‘da’ (middle-aged one) and for the younger add ‘xiao’ (young one).
• Bowing is a common greeting amongst Japanese or Koreans but not amongst Chinese. A brief and gentle handshake is appropriate. As added expression of ‘warm greetings’, Chinese may cover their handshake with their other hand.
• It is common for Chinese to avoid receiving gifts straightaway when first presented. Usually, they will politely refuse to accept for two or three times as a show of modesty and humility. An immediate acceptance or done in a hasty manner denotes greed or aggressiveness. It is also impolite for the accepted gift to be immediately unwrap or open in front of the giver.
• Most Chinese avoid displaying their emotions openly in public. While kissing as a form of greeting or farewell is highly unusual, especially for the older Chinese.
• Chinese do not practice tipping, except in luxurious settings or to exude one’s generosity.
• In a table setting, the spout of teapots should not be facing anyone and should always be directed to where nobody is sitting.
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• Avoid tapping one’s plate or bowl as this resembles beggars tapping their alms bowls. People might tap bowls in a restaurant when food is being served too slowly. But tapping of bowls in someone’s home is considered insulting to the person cooking for the occasion.
Room Amenities
• Slippers. Like most East Asians, Chinese remove their shoes or going-out footwear when entering a home. It is appropriate for hotel to provide slippers for their convenience and comfort in the room.
• Free Wi-Fi. Though it’s not exclusively demanded, Chinese guests consider it as a form of basic service. In China, everyone is accustomed to wireless Internet connections widely available or readily provided free-of-charge.
• Entertainment and materials. Providing some Chinese TV channels or Chinese guests newspapers would be much appreciated. Other items to have in Chinese include in-room directories, safety instructions and city maps.
• Toothbrush and toothpaste. Most Chinese typically do not travel with their own toothbrush and toothpaste as they expect these items to be provided by the hotel for free.
• Potable water. As water in China is seldom consumed directly from household taps, we should have them readily available throughout their stay.
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• Other in-room beverages. Provide reasonable amount of bottled drinking water. The Chinese like most Asians, would very much appreciate having a kettle in their room, as well as availability of cups and a selection of popular Chinese tea and coffee.
General Guidelines
• Be generic in approach. Consider that Chinese travellers today can come from various tier- level regions. The further away from city living, the less knowledgeable on Western cultures and behaviours. Hence, to be prepared in playing host to a diverse need of various guests across China and to adapt strategies in communication or interactions, accordingly.
• Conveying rules upfront. Be open in communicating with the Chinese on rules or regulations. This is relevant and important to help your guest avoid ‘losing face’ for not knowing that they have erred or not complying as expected. Having Chinese language information sheets at hand will greatly help.
• Key food service. Breakfast is their most important meal of the day. Ideally, to offer the traditional Chinese breakfast options such as, dim sum, rice porridge, soup noodles, soy milk, Chinese tea, etc.
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• Sharing of food. Groups of Chinese would commonly be sharing food items place in the centre of the table. Catering to such a setup is most ideal and welcoming for them. If this poses an issue for a fine dining restaurant, having an enclosed dining area for your Chinese guests could help shield from other diners and preserve Western dining etiquettes.
• Ability to converse in Chinese. Have someone with basic ability to converse in the Chinese language would certainly help making your Chinese guest more comfortable as well as proud too.
• Payment mode. Provide options for payments to be made with UnionPay, Wechat or Alipay, with the later as the Chinese equivalent to PayPal.
• Organized city tours. Ensure to allow plenty of stoppage for photo taking as well as in- between stops along the journey. While on holidays, the Chinese are accustomed to taking their time.
• Encourage sharing of photos. A good way of transforming your Chinese guests to be your ‘ambassador’ is to encourage photo or video taking in or around areas recognizable as your hotel or property location. Request for their permission to share these photos or videos as part of their experience at your hotel. These are great publicity materials that can then be uploaded to Chinese-based social media or video streaming platforms.
• Availability of souvenirs. The custom of returning home with gifts and souvenirs remains integral to Chinese whenever they are on overseas travels. Souvenirs should reflect local identity or representation of famous or renowned icons such as, artist paintings which can be conveniently rolled-up, miniaturized artefacts or collectible artwork pieces, etc. Internationally-recognized brands that are not found in China are highly favoured. Though not a must-have, ideally for souvenirs to carry a quality assurance mark as authenticity as well as a reflection of their refine or discerning taste.
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Sample Checklist To Welcome Chinese Guests
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Conclusion
Having various corporate publicity and awareness marketing content in the Chinese language is very much of a one-time investment.
Unique content to be periodically featured are seasonal promotions for local calendar of events, festival attractions, etc., or whenever the property has added new facilities or activities.
The investment on Push-Pull Advertising amongst China-based online platforms is necessary to consistently drive your branding messages to the millions of would-be Chinese travellers.
The aim is in trying to achieve maximum brand exposure inside the “Great Firewall”.
These steps will help build brand presence as well as develop an ongoing strategy in reaching out to the vast consumers market in China.
After gaining the trust of an initial batch of Chinese travellers, it will most certainly translate to more arriving guests as well as opportunities for their repeat business.
Needless to say, the financial returns are manyfold.
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About IPPWORLD
As a Language Service Provider, IPPWORLD has been assisting travel and hospitality clients for over two decades. We provide end-to-end multilingual content transcreation and project management solutions for website content, online booking templates as well as in strategizing and packaging online push-ad marketing in China.
For more references, check us out at: http://www.ippworld.com, reach out for a chat anytime.
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