Crazy Rich AsiansLeveraging growing visitation from China in the Clare Valley

Who are these Chinese visitors?

What do these visitors expect?

How should we promote our region to them?

Profile

$11.7 billion

$8,873 per person

12.9% growth

54% return visits

44 nights

15,000 Chinese students in SA

8% of Chinese students in Australia

64% will return as tourists

31% of Chinese visitors

to Australia have enrolled

in education, purchased

property, or invested in

business in Australia

LEK Chinese residents survey 2017

Expectation

The most striking difference in the weekly media consumption practices of the Chinese in Australia when compared with the overall Australian population…is in their use of television…the Chinese watch less than 11 hours per week—a difference of more than 4.5 hours…However, the Chinese spend nearly 21 hours each week using the Internet, whereas the base population spends just over 18 hours—a difference of less than 3 hours. ”

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Promotion

What role does each product in your brand range play?

Cash Builder• Significant cash generator

• Brand image neutral

Brand Hero• Enhance brand image

• Cash generator

• Core to brand equity growth

Brand Dog• Negative brand image

• Low cash return

Brand Builder• Niche segment

• Small returns

• Major builder of brand image

visit www.clca.com.au

for more

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