developing the chinese shopper by: carolyn petty president taxfree shopping
TRANSCRIPT
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Developing the Chinese ShopperBy: Carolyn Petty
President
TaxFree Shopping
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Overview What is TaxFree Shopping? ONE STOP SHOP! VAT Tax Global Blue
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Goals Create a “Texas Shopping
Market” for number ONE international shopping community!
Showcase the benefit TaxFree Shopping!
Educate Tour Operators, the Chinese public as to the size and incredible Texas Retail / High End Shopping at reasonable costs!
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Strategies and Tactics
Study Chinese culture and identify their needs, wants and patterns Hired Chinese-speaking
representatives Translate print media into Chinese Luxury, outlet, life-style shopping
centers Develop and promote total package
of Texas activities Promote the TaxFree Shopping!
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PR & Marketing Promotions
Full service representation in China
trade shows
sales mission
sales calls
social media
Partnerships
Texas Tourism
Brand USA
Shop America
Tour Operators in country
USA inbound Receptives
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Print Media:TFS Luxury Travel Magazine-China Edition
Includes:
City tabs providing tourism-specific destinations and top shopping experiences in each area.
Shopping center directory
Fully-translated
Distribution:
Beijing, Hangzhou and Shanghai, China; and Taipei, Taiwan
Select airline VIP lounges,
Trade shows & sales missions
Picture of Cover
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Print Media:Chinese Brochures
Produced to wholly represent each region and their respective shopping opportunities in Simplified Chinese.
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Print Media:
Newsletter: The Re-Teller Chinese Media Kit For the Chinese market to truly
understand our product, the TFS media kit was fully translated into Chinese.
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Social Media
Largest Chinese microblog service
505 million users
Zanbai
Highlights top shopping destinations around the world
Dallas and Houston
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Special Events: International Sales Missions
China
Guang Zhou
Shanghai (3)
Hong Kong
Beijing (4)
Hangzhou
Japan
Tokyo
South Korea
Seoul
Indonesia
Jakarta
Taiwan
Taipei
Trade Shows: JATA
CITM
4 trips to Asia this year: Sales MissionsTexas TourismGreater Houston CVBDFW AirportEast West Marketing
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Special EventsAir China Promotion Partners: Greater Houston CVB, Air China,
The Galleria, Westin Galleria Hotels, TaxFree Shopping
Passengers on CA 995 & 996 (Beijing to Houston) were eligible for special offers
Chance to win round-trip ticket (Lucky Draw)
Sino-Economic Conference Shopping Trips
2 shopping trips to NorthPark Center
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Creative By including major initiatives from the multi-market international
program and redefining them to fit the Chinese market, TaxFree Shopping has doubled its Chinese business in 2014.
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Trackable Results
12,000 – 2013 40,000 Chinese shoppers processed
year to date 2014 Average spend of Chinese Shoppers
utilizing TaxFree Shopping services: $3,500
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ALGERIA0.09%
ANGOLA1.19%
ARGENTINA0.39%
AUSTRALIA1.15%
AUSTRIA0.01%
BAHAMAS0.10%
BAHRAIN0.08%
BELGIUM0.06%
BELIZE0.38%
BOLIVIA0.12%
BRAZIL3.00%
CAMBODIA0.11%
CANADA1.39%
CHILE0.02%
CHINA38.68%
COLOMBIA0.30%
CROATIA0.01%
CYPRUS0.01%
DENMARK0.24%
ECUADOR1.10%
EGYPT0.48%
EL SALVADOR0.03%
EQUATORIAL GUINEA0.32%
FINLAND0.03%
FRANCE0.56%
GERMANY0.23%
GREECE0.37%
GUATEMALA0.69%
HONDURAS0.65%
HUNGARY0.06%
INDIA0.61%
INDONESIA0.74%
IRAN0.29%
IRELAND0.07%
ISRAEL0.12%
ITALY0.43%
JAPAN1.66%
JORDAN0.04%
KAZAKHSTAN0.52%
KUWAIT1.63%
LEBANON0.06%
LIBYA0.05%
LITHUANIA0.01%
LUXEMBURG0.02% MALAYSIA
0.97%
MALTA0.01%
MARSHALL ISLANDS0.04%
MEXICO8.54%
MYANMAR0.71%
NEPAL0.10%
NETHERLANDS0.39%
NEW ZEALAND0.08%
NIGERIA11.48%
NORWAY0.98%
OMAN0.08%
PAKISTAN0.06%
PANAMA0.10%
PERU0.26%
PHILIPPINES0.15%
POLAND0.06%PORTGUAL
0.63%
QATAR1.50%
ROMANIA0.00%
RUSSIA1.88%
SAUDI ARABIA1.38%
SCOTLAND0.02%
SERBIA0.02%
SINGAPORE1.93%
SLOVENIA0.02%
SOUTH AFRICA0.18%
SOUTH KOREA1.02%
SPAIN0.24%
SURINAME0.00%
SWEDEN0.31%
SWITZERLAND0.01%
SYRIA0.06%
TAIWAN1.32%
THAILAND0.51%
TRINIDAD AND TOBAGO0.13%
TURKEY0.93%
TURKMENISTAN0.12%
UKRAINE0.18%
UNITED ARAB EMIRATES2.96%
UNITED KINGDOM1.55%
VENEZUELA0.64%
VIETNAM0.32%
YUGOSLAVIA0.01%
ZAMBIA0.03%
Other18.09%
TOTAL TAX REFUNDED MAY 2014:$191,060.06
APPROXIMATE GROSS RETAIL SALESMAY 2014: $4,631,759.03
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Top stores by revenue 1. Apple
2. Tiffany & co
3. Michael Kors
4. Neiman Marcus
5. Coach
6. Macy’s
7. Best Buy
8. Gap/Old Navy/ Banana Republic
9. Tommy Hilfiger
10.Burberry
11.Nordstrom
12.Victoria Secret
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Top stores by volume of receipts
1. Macys
2. Apple
3. Tommy Hilfiger
4. Best Buy
5. Victoria Secret
6. Gap/Old Navy/ Banana Republic
7. Coach / Michael Kors
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Fun Facts
I-Phones Victoria’s Secret 80 people, 4 hours = $110,000.00 Food Texas – Dallas Average Spend The Label ….the box! Ending with ……2013-2014 traffic tripled!
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BEFORE
AFTER
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Thank you!
Carolyn Petty
President
TaxFree Shopping
O: 214-368-9067