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In this jam packed report, you will uncover:\n\n1.What do Chinese tourists want in Australia. Profile of Chinese tourists at a glance.\n2.How and where do Chinese tourists find information about their next travel destinations.\n3.How many Chinese tourists visit Australia each year and projected growth in the next decade.\n4.Chinese tourist spending in Australia and projected expenditure into the next decade.\n5.What Chinese tourists like to spend on.\n6.Strategies for marketing to Chinese tourists and more...

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china tourism in australia report and strategy

China Tourism in Australia Report and Strategy

1.3 Billion CHINESEcustomers at your fingertips

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china s consumer revolution and what it means

China’s Consumer Revolution and

What it Means for the Australian

Tourism Industry

Estate Catalog

Chinese tourists

have tripled since

2010 and they are

set to triple yet

again by 2026.

China’s consumer revolution means more

Chinese tourists are visiting Australia than ever

before. Chinese tourists are currently Australia’s

largest tourism market and they are spending BIG.

201 2

China provides HUGE opportunity for Australian

Tourism but are you prepared?

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estate catalog chinese tourists visiting

Estate Catalog

Chinese tourists visiting Australia have tripled since 2010 and are

set to triple yet again by 2026

201 2

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estate catalog

Estate Catalog

201 2

Chinese Tourists Arrivals and Expenditure Forecast

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1 3 million number of tourists visiting australia

1.3 MILLION

Number of tourists visiting

Australia each year

CHINESE TOURISTS

at a glance

$8000

Average spending per

person per Chinese tourist

$9 BILLION

Chinese tourist spend per

year in Australia

Tourists from China have the highest

average expenditure per visitor of any

other visiting country by far

$215 BILLION

Chinese tourists spent

abroad per Year

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1970 1980 decades where almost 50 of chinese

1970 & 1980

Decades where almost 50%

of Chinese tourists born

PROFILE OF CHINESE vISITORS

45%

Tourist are from tier one

cities Beijing, Shanghai,

Guangzhou

30-60 Yrs

Age group with almost

70% spending power

98%

60:40

Use smartphones while

abroad to search for travel

related info

Independent travellers vs

Group travellers ratio

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reasons for travel

Reasons for travel

Top 5 Things Chinese

Tourists spend on:

1. Shopping

2. Accommodation

3. Entertainment

4. Sightseeing

5. Food

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where chinese tourists make holiday bookings

WHERE CHINESE TOURISTS

MAKE HOLIDAY BOOKINGS

Travel Agent

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where chinese tourists research information

WHERE CHINESE TOURISTS

RESEARCH INFORMATION

TRAvEL AGENT

ONLINE BOOKING

WEBSITES

SOCIAL MEDIA

RELATIvES AND

FRIENDS

BAIDU SEARCH

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chinese digital landscape is different

CHINESE digital landscape is DIFFERENT

Digital Marketing platforms

banned in China:

• Google

• Facebook

• Twitter

• Youtube

• Instagram

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1 2 billion active mobile subscribers

1.2 BILLION

Active Mobile Subscribers

CHINESE digital landscape

at a glance

900 MILLION

Active social media users

$215 BILLION

Chinese tourists spent

abroad per Year

$20 BILLION

Single’s day online spending

record

700 MILLION

Online Chinese customers

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wechat at a glance

WeChat at a glance

Released in 2011, WeChat is a Facebook and WhatsApp hybrid

app that took China by storm. It is currently the largest social

960 Million

media app in China with 1.1 Billion users

Active monthly users

128

66 Minutes

Average number of

friends

Average time spent on

WeChat per day

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baidu at a glance

Baidu at a glance

Baidu search engine is China’s

largest search engine with over 75%

market share

580 Million

Searches per day

Unlike Google, Baidu also have a

plethora of other products including its

very own version of Wikipedia, Quora

and even a missing persons website!

70 Million

Daily active mobile

searches

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alibaba group at a glance

Alibaba Group at

a glance

Alibaba Group is China’s largest

e-Commerce company in China

and owners of Tmall, Alibaba,

Aliexpress and Alipay

80%

#1

Alibaba E-Commerce

Market Share

Tmall is the number #1

B2C e-Commerce platform

in China

#1

Alipay is currently the number

one mobile payment platform

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china s cashless society

China’s Cashless

Society

Alipay and Wechat Pay holds a 90% market share of

overall mobile payments in China

UnionPay is the largest credit/debit card provider in

China and enjoyed a monopoly there until 2016

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top ten essential chinese phrases

Top Ten Essential

Chinese Phrases

1. Ni Hao - Hello

2. Ni Hao Ma? - How are you

3. Zai Jian/Bye Bye - Goodbye

4. Huān Yíng Guāng Lín - Welcome to our store

5. Xiè xie - Thank you

6. Bú yòng xiè - You’re welcome

7. Hao - OK

8. Bù hao - Not OK

9. Duì bu qi - I am sorry

10. Wo bú tài míng bai - I don’t understand

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things to consider when selling or marketing

Things to consider when selling

or marketing to Chinese Tourists

• The number 4 is considered bad luck as it is pronounced ‘shi’ which sounds

the same as ‘death’ in Chinese. Try to get around pricing products with the

number 4.

• The number 8 is considered good luck as it sounds like wealth and prosper-

ity. Try to use more 8’s when pricing a product.

• Black, grey and dark blue colours symbolises death. Avoid in marketing ma-

terials.

• Red and Gold are considered lucky colours

• Gifting a clock in China sounds like ‘The funeral ritual’ and is a big no no.

• Whistling can bring bad luck to someone

• Leaving chopsticks stuck in a bowl of rice is similar to burning incense to a

decease relative. Never do it.

• Green hats are unlucky as ‘wearing a green hat’ means the husband’s wife

has been unfaithful.

• Kissing as a greeting and farewell is not common practice is China and will

cause embarssment to the receiver.

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marketing ideas strategies

MARKETING IDEAS & STRATEGIES

BUILDING TRUST

• Translated signs and brochures

• Localising and Translating existing digital advertising and marketing

materials including websites, blogs, and social media

• Accepting Chinese payment methods Unionpay, Alipay, WeChat Pay

• Hiring Chinese speaking staff

ACQUISITIoN

• SEO, Social media marketing, partnering with Travel agents

RETENTION AND SPREADING THE WORD

• Social media marketing including WeChat and Weibo, Blogging, Website

Updates

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closing thoughts

Closing Thoughts

The facts are there - Chinese tourists have been a

major driving force for the Australian tourism industry

in the past several years and will see at least another

decade of unprecedented triple digit growth. The big

question is: ARE YOU PREPARED?

By localising and translating your marketing and

advertising efforts you will enable your business to take

advantage of this opportunity.

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this is the end of the report

This is the end of the report.

The next section will focus on our services.

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1 3 billion chinese customers at your fingertips

1.3 Billion CHINESEcustomers at your fingertips

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1 2 billion active mobile subscribers 1

1.2 BILLION

Active Mobile Subscribers

CHINESE digital landscape

at a glance

900 MILLION

Active social media users

$215 BILLION

Chinese tourists spent

abroad per Year

$20 BILLION

Single’s day online spending

record

700 MILLION

Online Chinese customers

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we help companies connect to a chinese audience

We help companies connect to a

CHINESE audience in China and

abroad

China’s Consummer Revolution

China has now the fastest growing middle class the

Lychee Creative

We have almost a

world’s ever seen and they are spending RECORD

decade’s experience

numbers in oversea industries including but not limited

in connecting western

to: Tourism, Education, Healthcare, Cosmetics, Luxury

brands to a CHINESE

items, Wine and Real Estate

audience.

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what we do

WHAT WE DO

We help companies connect to

a CHINESE audience

Branding & Localisation

Website Development

E-Commerce

Baidu Marketing

Social Media

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branding localisation

Branding & Localisation

Many western companies make the mistake of thinking China as

one monolithic market. It is not. China consists of many tiers of

cities with vast differences in culture, education and income levels

and they should be marketed to as such

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our websites are beautifully designed technically

our websites are beautifully designed,

technically sound, and is optimised for

search engines to help you generate

maximum ROI.

WEBSITE DEvELOPMENT

Chinese websites are different. Not only are they different in lan-

guage, they must also be designed differently taking in social, cul-

tural, and political factors to achieve maximum impact. A Chinese

website when done correctly conveys your message to a Chinese

audience the way it was intended to.

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e commerce

E-COMMERCE

Many Chinese online shoppers are eager to buy foreign

brands, which they typically perceive as superior in quality

to Chinese brands.

This provides excellent growth opportunity for many

international brands and retailers.

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baidu marketing

Baidu Marketing

Baidu search enginehas a market

share of over 80% in China. Can you

afford NOT to take advantage of it?

Our Baidu Marketing services include:

• Baidu PPC & SEO campaigns

• Baidu SEO audit and optimization

• Baidu Keyword Research and Com-

petitive Analysis

• Content Marketing and Optimization

• Link Building to Chinese websites

• General Baidu SEO and Baidu PPC

Consultation

• Baidu Integrated Marketing

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social media

SOCIAL MEDIA

The Chinese are an incredibly social bunch online.

With content regulation and censorship still being

widely practised by the government, Chinese people

view social media as the ultimate tool for unfiltered

information.

Thus, for brand awareness and word of mouth, social

Media is one of the most powerful marketing tools for

Chinese consumers today.

Our managed Chinese social

media servicecovers all areas

of social media marketing including

Strategic planning, content creation,

campaign execution and reporting and

optimisation to maximise exposure and

ROI.

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our clients

OUR CLIENTS

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australia office

AUSTRALIA OFFICE

ChINA OFFICE

LyChEE CREATIvE

Suite 4, Lvl 1, 76 Phillip St

Parramatta, NSW, 2150,

Australia

LyChEE CREATIvE

Suite 1188,3760 Nanhuan Road

Baoyichuangyi Plaza Binjiang District,

hangzhou, China,

info@lycheecreative.com.au

www.Lycheecreative.com.au

info@lycheecreative.com.au

www.Lycheecreative.com.au

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