china ready: preparing new york state businesses for
TRANSCRIPT
Market Force China
CHINA READY:
Preparing New York State Businesses for Chinese Tourists
Market Force China
Agenda
1. Who are the Chinese tourists likely to come to New
York State?
2. What do they want in their New York State experience?
3. How can New York State businesses be ready to deliver
that experience?
Market Force China
Agenda
1. Who are the Chinese tourists likely to come to New
York State?
2. What do they want in their New York State experience?
3. How can New York State businesses be ready to deliver
that experience?
Market Force China
5000 Years of Tumult & Transformation
1949 – Communist Revolution
1978 – Reform / Opening
2001 – WTO 2008 – Beijing Olympics
Colonial Humiliation
& Wars Chinese Dynasties
Shang
Xia
Zhou
Qin
Han
Tang
Song
Yuan
Ming
Qing
中国
© China Business Network – Janet Carmosky
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1990
2010
SHANGHAI
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A Walk Down Shanghai’s Nanjing Road
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What’s Hot in China Today … and What’s Not
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Chinese tourists are … Chinese tourists like … … and don’t like
Group-oriented Enjoying things together Going solo
Shy, but want to have fun Friendly, jokey Americans
Family-focused Honoring parents,
providing for children
English readers,
not English speakers
Practicing English Feeling lost
Narcissistic Photos of themselves,
bragging rights
Asking you to take their
photo
Safety-conscious Risky activities
Education-focused Universities, schools
Investment-minded Real estate
Self-conscious Respect Loss of “face”
Materialistic Luxury shopping
Chinese Tourists – Broad Brushstrokes
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Chinese Tourists – Vast Generational Differences
Age 45+ 30-45 Kids & 20-somethings
Born Before 1970 1970-85 After 1985
Background • Survived severe hardships
• Emerged out of poverty
• Family first-achiever
• Every year has been better than last
• Spoiled, only child • “Little emperor”
Travel Preferences
- Safe, conservative tourist sites
- Familiar food - Cost-conscious - “Make the children
happy”
- Luxury shoppers - Photo ops - Educational
shopping for kids - “Let’s keep up with
the Joneses”
- Heavy social media - Spend parents’ $ - Becoming
eco-conscious - Niche interests - “I want it all”
Market Force China
Chinese Tourists – Important Regional Differences
Beijing, Northern China: - Heavier drinkers - More political - Warmer personalities
Shanghai: - Wealthy (reputation
for being stingy)
Hong Kong, Guangzhou: - Cosmopolitan - Flashy style - Cantonese language
Chengdu, Chongqing: - Newest wealth - Less sophisticated - Warmer personalities
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Chinese Tourists – Not All Alike
TRAVEL SOPHISTICATION High
Hig
h
SP
EN
DIN
G P
OW
ER
Super Rich
• Small, select group
• Some have little education
• Want money-can‟t-buy experiences
Business
Delegations
• Expense accounts
• 5-star focused
Upper-Middle Class Shoppers
Honeymooners • Materialistic
• Want bragging
rights, photo ops
Visiting Family
& Friends Seniors
• Budget conscious
Educational
Tourists
Real Estate
Investors
• „Smart‟ travelers
• Info hungry
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How Chinese Tourists See America
The good …
• Rich
• Free
• Diverse
• Friendly, well-mannered
• Clean, healthy
• Full of natural wonders
And the bad …
• Unsafe, scary (guns)
• Economic problems
• Inconvenient
• Slow
• Intimidating
Market Force China
Agenda
1. Who are the Chinese tourists likely to come to New
York State?
2. What do they want in their New York State
experience?
3. How can New York State businesses be ready to deliver
that experience?
Market Force China
Chinese Tourist Key Motivations
Chinese people come to America for for 3 main reasons –
shopping, education, and real estate
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Shopping • Chinese are crazy for luxury products
• Prefer prominent logos
• Like to share anecdotes about purchase
• Strong gift-giving culture
• Buy on behalf of friends
• Vitamins, supplements
• Attracted to discounts
• Tax free, duty free
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Educational Tourism • Famous universities
• Prep schools
• Boarding schools
• Summer camps
• Mother/father + 4 grandparents
accompany students
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Real Estate Investment
Purchasing priorities:
• New build, off-plan developments
• Top healthcare, education facilities
• Elite branded residences
• Chinese communities
Top Int’l Property Purchase Locations for Chinese Buyers:
1. Prime central London, UK
2. New York, USA
3. Sydney / Melbourne, Australia
4. San Francisco Bay Area & Los Angeles, USA
5. Paris, Bordeaux / Burgundy, France
6. Southeast Asia - Singapore, Thailand, Vietnam
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What else would Chinese tourists enjoy
doing in New York State?
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Taste of “Real America”
• Small town life
• Colonial homes
• “Old money”
• Sight seeing
• Antique cars
• Acted historical scenes
• Driving a car
• Playing baseball
• Horse riding
Careful: what we see as “charming” … they may see as shabby
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Lifestyles of the Rich and Famous • Mansions
• Wine tasting
• Movie star homes
• “Old money”
• Gourmet
• Yachts
• Private jets
• Helicopters
• Polo
• Golf
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Interactions with Friendly Americans
• Jokey photo-ops
• Fun group activities (ex: Macarena)
• Entertainment / shows
• Slapstick comedy
• Good looking people
• Dancing
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Nature (but in small doses)
• Scenic rest stops
• Clean air, clean water
• Kodak moments
• Quick, safe outdoor excitement
• Apple picking
• Organic foods
• Eco-tourism
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Gambling
• Baccarat
• Card games
• Horse racing
• Slot machines
• Bragging rights
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Chinese Tourists Not Interested In
• Beaches, sun tanning
• Night clubs
• Poor neighborhoods
• Shabby towns
• Chinatowns
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Agenda
1. Who are the Chinese tourists likely to come to New
York State?
2. What do they want in their New York State experience?
3. How can New York State businesses be ready to
deliver that experience?
Market Force China
1 – Provide Chinese-Language Materials &
Custom Itineraries
• Websites, mobile apps
• Brochures
• TV channels, TV guide
• Welcome letter (hotels)
• Brochures, maps
• Museum captions
• Entertainment magazines
Custom itineraries:
- Shopping
- Education
- Real estate
- Small town America
- Luxury lifestyles
- Eco-tourism
- Gambling
Packaged to “speak” to Chinese tourists:
* Chinese historical references
* Chinese celebrity endorsements
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1 – Provide Chinese-Language Materials &
Custom Itineraries
Chinese tourist menu design:
1. Photo of each food item
2. Chinese-English translation
3. Price
Easy food recognition,
point-to-order
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2 – Train Staff to Welcome Chinese Guests
• Provide opportunities to interact
- Show interest, be chatty
- Play with their kids
- Invite to part-of-the-gang experiences
- Toast drinks, pour their drinks
- Pull them on stage
- For delegations, introduce boss to shake hands and
receive business cards (use both hands)
• Exploit Chinese passion for photography
- Offer to take their photos
- Jump in photos yourself, strike a pose
(and give them a hug!)
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2 – Train Staff to Welcome Chinese Guests
• Demonstrate you are interested in Chinese culture
- Learn a few common Chinese phrases
• Learn to say their names
- Use English name (or offer to give them one!)
- If no English name, use family name only
- Learn correct pronunciation of 10 most common
family names
Hello Ni hao 你好Welcome Huan ying 欢迎Thank you Xie xie 谢谢Good bye Zai jian 再见
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2 – Train Staff to Welcome Chinese Guests
• Be careful to avoid:
- Talking politics
- Coming across as arrogant or condescending
- Letting Chinese guest “loose face”
- Mixing up Asian nationalities
- Over-reacting to lack of common courtesies
- Making assumptions about people (esp. about spending
power of otherwise humble Chinese guests)
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3 – Accommodate Chinese Dining Preferences
• Chinese eat collectively, like to share food
(may put dishes in middle of table)
• Enjoy buffets
• Prefer noodles, rice, cooked vegetables, spicy foods
• Smaller portions of meat
• Do not put ice in drinks (often request hot/warm water)
• Eager to try seafood (esp. lobster, crab)
• Less focus on desserts
• Not used to tipping
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3 – Accommodate Chinese Dining Preferences
Chinese tourists prefer to start their day
with their own food …
so provide a simple Chinese breakfast set
Noodles Fried dough
Rice soup
Hard Boiled Eggs
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4 – Prepare Technology to Accommodate Chinese
Tourist Needs
• Free Wifi (w/Chinese interface)
• Charging stations, adapters
• Unionpay
• QR codes
• Set up a WeChat account
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5 – Surprise Them With a Few Touches of Home
• Karaoke (w/Chinese songs)
• Games like Mahjong
• Photos of famous Chinese visitors
(Yao Ming, Jeremy Lin)
• Chinese DVD movies
• Welcome sign (欢迎) in window
Market Force China
Best Practice: Hilton Huanying Program
Hilton Hotels & Resorts launched a program which
tailors their experience to the Chinese traveller
across three key touch points:
1. Arrival experience includes a front desk team member fluent
in Mandarin Chinese
2. Guest room offers amenities for Chinese travellers, including
tea kettles, Chinese teas, slippers, Chinese TV channels and a
welcome letter in Chinese
3. Breakfast includes traditional Chinese breakfast items
The program is currently offered at 15 Hilton European locations
Market Force China
Conclusions
Chinese tourists are:
• Group-oriented, conservative, safety conscious
• Heavy social media users, love to share photos of themselves
Chinese tourists want:
• Shopping, education, real estate
• And new, deeper experiences to share with family & friends
Think about how to:
• Repackage offering in Chinese, customized for Chinese tourists
• Train staff to welcome Chinese tourists
• Accommodate Chinese dining preferences & technology needs
Market Force China
For inquiries, contact David Turchetti at:
United States: (401) 263-7189
China: (+86) 1862-165-0505
Market Force China