CHINA. Digital technology powerhouse iClick today unveils the Chinese Outbound Travel Shopper White Paper, in association with The Moodie Davitt Report.
To help better understand Chinese outbound travel shoppers, iClick conducted an extensive audience analysis via its marketing technology platform iAudience, which has 750+ million internet users anonymously profiled in China per month. The White Paper provides an in-depth analysis of the three key types of Chinese outbound travel shoppers, and seeks to identify the implications for marketers of related industries, as well as to share iClick’s predictions on future trends.
“iAudience is the crystallization of the wide expanse of data into a single, integrated real time platform for marketers.” – iClick
Thanks to its extraordinary data capability and partnerships with Tencent, Baidu, Ctrip and over 2.3 million other Chinese websites and apps, iClick can track and profile those 750+ million Chinese ‘netizens’ each month. This lends the ability to explore the kinds of keywords Chinese users search for on the internet, the articles they read online, and the contents they consume and share with their friends via social media. “iAudience is the crystallization of the wide expanse of data into a single, integrated real time platform for marketers,” the company said.
In its introduction to the White Paper, iClick comments, “The Chinese outbound traveler has become a potent force in the global travel retail sector in recent years. The total number of Chinese outbound travelers has burgeoned to reach 129 million in 2017 and their spending overseas has also risen accordingly making them the strongest revenue contributor for many industries such as Travel Retail, Luxury, Leisure, Hospitality, and Transportation, to name a few. Thus it has become an imperative to closely monitor this crucial segment for many brands, and to adopt the right promotion approach to win their hearts, minds and wallets.”
“Whether the Chinese represent a very high ratio (even majority) of store visitors, as in South Korea, Vietnam or Thailand, or a relatively low percentage (say, Dubai), their high average spend makes understanding the customer profile crucial. And yet so many retailers talk about ‘targeting the Chinese traveller’. As this excellent report reveals, this vast nation’s global shoppers cannot be understood through such generalisations.” – Martin Moodie
The Moodie Davitt Report Founder & Chairman Martin Moodie said, “We’re proud to have been chosen by iClick to publish this compelling thought leadership document. The Chinese shopper is the living heartbeat of the 21st century travel retail industry worldwide. The last two decades have seen an explosion of Chinese outbound (and domestic) travel, with a commensurate knock-on to travel shopping in popular Chinese destinations around the world.
“What started as a steady drip of overseas shoppers in the early part of this century has turned into a torrent. No travel retailer in any location frequented by the Chinese – and the nationality’s destination list has widened appreciably in recent years – can afford to be without a Chinese strategy. Chinese shoppers typically punch way above their weight in terms of their share of a retailer’s spend compared to their share of traffic.
“Whether the Chinese represent a very high ratio (even majority) of store visitors, as in South Korea, Vietnam or Thailand, or a relatively low percentage (say, Dubai), their high average spend makes understanding the customer profile crucial. And yet so many retailers talk blithely about ‘targeting the Chinese traveller’. As this excellent report reveals, this vast nation’s global shoppers cannot be understood through such generalisations.
“This White Paper attempts to explore beyond the clichés, to consider not just the tourism and spending numbers and projections but to examine consumer dynamics, varying customer profiles, and key behavioural components, including travel and shopping trends.
“The Moodie Davitt Report is proud to be associated with such a study, one that will help all travel retail players better understand and serve the nationality that, more than any other, will shape the industry’s future.”
