Mailman X Business Weekly | Feb 8
Here is China’s top tourism business news that you need to know from this week:
What Should the Travel Industry Understand About China in the Year of the Pig?
It is the beginning of a new year on the traditional Chinese calendar and is the most important holiday of the year. Each year has a name associated with the 12-year cycle of the Chinese Zodiac: 2019 is the “Year of the Pig.” Regardless of what is going on at a geopolitical level, for regular visitors to China like myself, taking a deeper look at what’s going on away from the headlines can help marketers understand how trends in China are going to eventually affect us all. Read more here.
Today, you can draw similarities from Chinese outbound travelers to Western outbound travelers. One big difference is the speed of digital and how Chinese travelers like to access information. Much of China, skipped the PC/desktop/browser and went straight for mobile. The vast majority of online activity in China happens through proprietary applications run by Tencent and Alibaba – and nearly all of this is done by phone. The rate of change in this market is so fast from regulations to platforms, trends and user behaviors. It is essential for brands to understand and respect the Chinese culture while at the same time learn how to adapt quickly and respond to changes. The article lays out four-key insights, to understand in 2019 and we couldn’t agree more. When it comes to China it is all about: mobile, e-commerce, friction-free living and understanding changing travel trends in the market.
Also this week:
Marketing Luxury to Chinese Consumers
A crucial part of luxury marketing is creating a feeling of scarcity, so it may seem counterintuitive for luxury brands to speak to consumers through online channels. But in Asia — especially China— it’s essential for luxury brands to have an attuned digital strategy. With immense spending power, consumers under 40 are driving luxury consumption in China, and globally, Chinese consumers are driving growth for luxury brands. Read more here.
Tourism Australia partners with Alipay to lure Chinese tourists during Lunar New Year
The Sydney City Card will introduce Chinese tourists to sights and activities in hotspots around the city and provides special geo-targeted promotions in key areas such as The Rocks, Darling Harbour, the Sydney Fish Market, Sydney Airport, Westfield Sydney, and Sydney Chinatown. The interactive mobile map will operate through the Alipay app which, together with its regional partners has more than one billion users worldwide. A recent study by Nielson showed that 99% of Chinese tourists had the Alipay app installed on their mobile phone. Read more here.
‘Respect Culture’, what Lunar New Year Means for your business
Engaging with the Chinese community without just trying to sell them things is the best strategy for long-term engagement. “It’s not about sales, it’s about embracing the culture because you care — there’s an authenticity about that,” she says. “Get hold of a really good lunar calendar and have a look at some of the days which are observed. “Have a look at what festivities are on now and go engage with those organizations, then see how your business can incorporate some of those celebrations if they’re appropriate to your product or service.” Read more here.
What Marketing Trends will Shape China in 2019?
Read here to see what different marketers are seeing as key trends in the market for 2019. For example, social commerce is one of the key trends in China that may have a lasting impact for brands seeking hard-to-reach millennials. With a huge population of youths placing a premium on convenience and accessibility, social commerce is a trend that will endure to the next decade and is certain to evolve and possibly develop into a worldwide trend. Read more here.
Mapping Out The Road Ahead for China’s Autonomous Vehicles
China has set ambitious goals for AVs. By 2020, half of all new cars on the country’s roads are expected to be autonomous or semi-autonomous. For now, they’re still restricted to driving on designated roads, but that will change. The number of these vehicles is expected to reach 8.6 million by 2035. Read more here.
Why Dior, Chanel, and Louis Vuitton Look To Douyin, China’s Hot Video App
The latest statistics released by Zhang Nan (张楠), Douyin’s CEO, on January 15 showed the number of daily active users (DAU) of the app had reached 250 million, and the number of monthly active users exceeding 500 million. Previous data also showed about 60 percent of Douyin users are female and about 70 percent of them live in China’s top-tier cities. Read more here.
The NFL is a Sleeping Giant in China
As the Super Bowl Kicked off last Monday morning in Asia and is expected to attract millions of viewers in a country that barely paid attention to football a decade ago: China. Just this week, NFL Commissioner Roger Goodell called the country a “priority market.” Click here to read an interview on Football in China with our CEO, Andrew Collins.
Mailman X is a China digital consulting agency for the travel industry. Reach out here for more information.