Rich & CultureRich & Culture
China Culture Seminar 2012
Prepared by : Jason Li
Agenda Agenda Top sports Top travel destinations World’s top 10 most valuable luxury brands Choice of gifts Top shopping destinations Tax free shoppers Overseas Travel Top education destinations Top emigration destinations Collecting Preferred watch brands Uk luxury brands in China Preferred hotel brands Brand Awareness Knowing Chinese Market Top Schools in China Knowing your market Understanding Chinese Clients Chinese Behavioral and Cultural Awareness Returns and Expectations
TOP SPORTSTOP SPORTS
What is your favourite sport? Golf • Swimming Yoga Mountain Walking Badminton Tennis Horse Riding Skiing Diving
TOP TRAVEL DESTINATIONSTOP TRAVEL DESTINATIONSWhere do you like to go overseas?
1. France 2. U.S.A. 3. Australia 4. Maldives 5. Japan 6. Switzerland 7.Dubai 8.Hawaii 9.Singapore 10. Canada 11. Italy 12.New Zealand
13. UK 14. Germany
WORLD’S TOP 10 MOST WORLD’S TOP 10 MOST VALUABLE LUXURY BRANDSVALUABLE LUXURY BRANDS
Louis Vuitton Hermes BMW Moutai Mercedes-Benz Chanel Wuliangye Gucci Rolex Cartier
CHOICE OF GIFTSCHOICE OF GIFTS
1. Red Wine 33% 2 Watches 26% 3 Smokes 26% 4 Electronics 26% 5 Imported Spirits
21% 6 Art 19% 7 Gift Coupons 14% 8 Fashion 12%
Red wine
WatchesSmokes
Electronics
Imported spirits
Art
Gift coupons
Fashion
0%
5%
10%
15%
20%
25%
30%
35%
TOP SHOPPING DESTINATIONSTOP SHOPPING DESTINATIONS
Hong Kong Europe Major Chinese cities US Japan Singapore UK Others
TAX FREE SHOPPERSTAX FREE SHOPPERS
Chinese TAX FREE shoppers
spent 59% more than in 2010 and
81% more than 2009.
Av transaction Euro 813
1. China 20% 2. Russia 16% 3. Japan 4%
Others
Japan
Russia
China
OVERSEAS TRAVELOVERSEAS TRAVEL
Av. Group Size 9 pax Av. Length of Trip 8.5days Destination Inspiration Entrepreneur 55% Travel Arrangements Don’t forget local
partners
TOP EDUCATION DESTINATIONSTOP EDUCATION DESTINATIONS
Where do you like to send your kid to? THE BIG TWO: • US • UK THE NEXT TWO: Canada Australia AND THE REST: Singapore. Switzerland. HK. New
Zealand
COLLECTINGCOLLECTING
What do you like collecting? 1. Watches 2. Classical Art 3. Drinks 4. Porcelain 5. Contemporary Art 6. Cars 7. Trophy Properties
PREFERRED WATCH BRANDSPREFERRED WATCH BRANDS
1. Patek Philippe 2. Cartier 3. VacheronConstantin 4. Rolex 5. Piaget 6. Omega 7. Bulgari 8. Montblanc 9. Chanel 10. AudemarsPiguet
UK LUXURY BRANDS IN CHINAUK LUXURY BRANDS IN CHINA
Cars Land Rover +Jaguar + Rolls Royce + Bentley + Aston Martin
Fashion Burberry + Dunhill
Yachts Sunseeker + Princess
Education Boarding Schools + Unis
Drinks Whiskies
Shopping Harrods +Selfridges
PREFERRED HOTEL BRANDSPREFERRED HOTEL BRANDS
What is your favourite hotel brand? 1. Shangri-La 2. Hilton 3. Ritz-Carlton 4. Grand Hyatt 5. Peninsula 6. Marriott
Brand AwarenessBrand Awareness
Adjust your Product
Set your expectations
Evaluate your market
Long-term business strategies
TOP SCHOOLS or WHERE TO TOP SCHOOLS or WHERE TO FIND THEM?FIND THEM?
What is your preferred Global CEO Programme?
1.Cheung Kong Graduate School 2.CEIBS
Knowing Your MarketKnowing Your Market
Different Types of Chinese Tourists ADS -approved destination status Business delegations M.I.C.E. Students FIT Short Training Courses Shopping
Understanding Your ClientsUnderstanding Your Clients
What is your target market ? Do you want big spenders or big numbers? Is
this market for you? Overseas Chinese/Domestic Chinese Do they know what you are offering? Your selling point Understand Plan Succeed
Cultural AwarenessCultural Awareness
Always a shake!
NEVER a hug
Definitely NO kissing
Behavioral and Cultural AwarenessBehavioral and Cultural Awareness
Accept business cards with two hands, same as give the bills by two hands
Always offer hot drinks – a feeling of warmth (hot water)
Chinese Tea service & receive knowledge
A toast is a must Address your Chinese
counterparts with a title and their last name.
Always serve the high position guest first
Dental care kid
Never give clocks Never present yellow /white
chrysanthemums Never allocate room numbers
with 4 or 44 or 414 to Chinese guests
Never take at face value
Returns & ExpectationsReturns & Expectations
Gifts, tips & portages Return business