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The China-ReadyCertification Programmefor Luxury Hospitality and Retail

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China EdgeThe Team & Approach

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@ChinaEdge Team

Jeremy @ChinaBlogTweets Strategy and Risk Management

Roy @chinacontact Outbound Engagement

Arnold @RealArnoldMaDigital Engagement

Yuyu @yuyumedia Cultural Training

Michaela @wolfmichaelaLuxury & Retail Marketing

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Plan

Engage

Deliver

Plan the strategy and promotion, and manage the risks

Engage Chinese shoppers via travel industry & digital/social media campaigns

Deliver staff training to customise service and boost sales

The China Edge Approach

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China-Ready Certification Program

STRATEGY & RISK

OUTBOUND ENGAGEMENT

CULTURALTRAINING

DIGITAL ENGAGEMENT

Staff certification Staff certification Staff certification Staff certification

CHINA-READYGap Analysis. Action Plan. Brand Certification

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The China-Ready Certification Program Staff Certification

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Future communications

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• Each brand receives a tailored final report and China action plan (included in Programme cost)

• Increased traffic, conversion, sales to Chinese visitors, off-peak sales

• Increased visitors to the Chinese landing pages

• Increased social followers

• Increased Tax free return to re-invest in marketing/advertising

• Increased brand value

• Local leverage for China market entry

Benefits

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Strategy & Risk

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2012 2015(Bain, 2013)

Global Luxury Spenders – Demographic

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Has the market overtaken the strategy?

Global Chinese consumers drive results

• Burberry: “Chinese consumers…25 % of its global sales” (Xinhua)

• Prada: “Europe sales drive Prada higher, thanks to Chinese tourists” (Stock Watch)

Manage global customers – not just brand – globally

3-Dimentional strategic approach is required

Images:

bornrich.com

Benefits to Bond Street Retailers

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Intellectual property

• Register early

• Monitor & enforce

Culture & Crisis

• Understand & adapt

• Don’t “hurt the feelings…”

Cost vs Investment

• Tailor to resource constraints

• What’s the cost of missing China?

Image: Weibo; Business Insider

Risks As Well As Rewards

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Starts with Strategy…

• Short & long-term plans

• Management & resources

• Customised offerings

• Best & worst practice

• Mitigating risks

• Trends

• Needs analysis

3-Dimentional Approach

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Tourism & Engagement

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Engaging the wealthy Chinese tourists successfully requires insight into the demographic makeup of this market and understanding of the how, where, what and why of their travel and spending behavior:

•How do they find inspiration, plan and execute their travel?

•Where do they come from in China and the rest of the world?

•What are they looking to spend on

•Why are they outspending all other nationalities?

 

The BSA China-Ready workshop on Chinese tourism engagement will provide the answers and equip you with the tools your business needs to target the right audience of Chinese consumers with relevant messages, improve sales conversions and up-selling through a sensitive understanding of their motivations and cultural influences.

Outbound Tourism Engagement

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•Aspirational – Mass Affluent

•International Sophisticates

•Officialdom

•Second Generation

•Modern Entrepreneurs

•Traditional Business Elites

•Nouveau Riche

Outbound Tourism Engagement – Chinese HNW Visitors

Who are your customers?

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Chengdu

Where are they from?

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Chinese market is a demographic, not a geography

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•The motivations for outbound travel

Extend Business / Asset Portfolio

Education for Self / Children

Relaxation or Adventure

Shopping for Self / Gifting

Health and Beauty

•Their sources for research and information

•Where should you engage them?

•Priorities of the Chinese when travelling

•How to better engage with Chinese tourists?

Outbound Engagement – Chinese Visitors

How to influence their planning and purchases?

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•Travel trade relations

•Chinese travel media

•Social media and digital marketing

•Relationships

•Targeted advertising

•Service and hospitality

•Sales training

Outbound Engagement – Chinese Visitors

Deliver culturally sensitive and socially relevant marketing

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Digital & Social Media

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Web Usage

10.5%2006

42.1%2012

52.1%

2015

Data Source: CNNIC Report, Jan 2013

China had 564 Million internet users in 2012 – more than US and UK combined

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Digital Creative - Differences

8

Accessible Content Delivery

Mobile Compatibility

Built in Mandarin

Built for Chinese Technology

Built to Scroll Built to Attract

Built around Social

Chinese Regulations

8 Must-Do’s for Chinese Websites The China Rulebook

Quick solutions – Chinese landing page, Social media brand page

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Social Platforms

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Brand Activity

BRANDSina

WeiboCS

WeiboYouku Tudou Douban Kaixin Jiepang Wechat

Burberry x x x x x   x x

Louis Vuitton x   x x     x x

Gucci x   x   x     x

Armani x   x x        

Dior x         x   x

D&G x   x x   x    

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Search Engine Market Share

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Summary

China has the highest social media and eCommerce engagement of any country in the world, Chinese consumers are extremely brand conscious and rely on P2P recommendations – 44% check social media before making buying decisions.

The Digital workshop will help brands to attract Chinese consumers before they arrive, capture their attention and become a must-stop on tourists’ agendas.

•Review and audit your digital communication for the Chinese consumer

•How to influence customers buying decisions online

•How to gain virality – build brand awareness and reputation via Social Media

•Demystifying Chinese eCommerce – Are you ready? What’s the best route of entry for your brand?

•Review each digital channel, each platform, their roles and how to leverage them to reach Chinese consumers

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Cultural Training

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• General Cross Cultural Awareness Training

• Culture/Country Specific Training:

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Values EtiquetteMorals

Business Practice

Ethics

Protocol Negotiation Style

Importance of Cultural Understanding

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• Avoid misunderstandings

• Gain understanding

• Create a high service standard for the brand

• Maximize sales transactions

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Why we need it?

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• Cross-cultural awareness

• Brief background on China

• An analysis: Who are your customers

• Core Chinese cultural values

• Chinese communication styles

• Greeting & etiquette

• Case study - selling effectively

• Strategy & action planning

@ Orient Business Consulting Ltd, 2013

A Typical Training Day

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China-Ready Certification Program

STRATEGY & RISK

OUTBOUND ENGAGEMENT

CULTURALTRAINING

DIGITAL ENGAGEMENT

Staff certification Staff certification Staff certification Staff certification

CHINA-READYGap Analysis. Action Plan. Brand Certification

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China-Ready Certification Program

Cost

£ 1,900 for 4-day workshop including needs analysis, action plan and brand certification £ 600 for individual workshop day only

For custom designed in-house China-Ready certification, costs start at £3,800. Email: info@chinaedge.co.uk or call 020-7193-1222 to enquire about the next scheduled Certification Program.

The China Edge Academy