China Tourism in Australia Report and Strategy for Growth

www.lycheecreative.com.au | info@lycheecreative.com.au
1.3 Billion CHINESE customers at your fingertips
China Tourism in Australia Report and Strategy

Estate Catalog
2012
China’s Consumer Revolution and
What it Means for the Australian
Tourism Industry
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.
China provides HUGE opportunity for Australian
Tourism but are you prepared?
Chinese tourists
have tripled since
2010 and they are
set to triple yet
again by 2026.

Estate Catalog
2012
Chinese tourists visiting Australia have tripled since 2010 and are
set to triple yet again by 2026

Estate Catalog
2012
Chinese Tourists Arrivals and Expenditure Forecast

CHINESE TOURISTS
at a glance
1.3 MILLION
Number of tourists visiting
Australia each year
$8000
Average spending per
person per Chinese tourist
$215 BILLION
Chinese tourists spent
abroad per Year
$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

1970 & 1980
Decades where almost 50%
of Chinese tourists born
30-60 Yrs
Age group with almost
70% spending power
60:40
Independent travellers vs
Group travellers ratio
PROFILE of chinese visitors
45%
Tourist are from tier one
cities Beijing, Shanghai,
Guangzhou
98%
Use smartphones while
abroad to search for travel
related info

Top 5 Things Chinese
Tourists spend on:
Reasons for travel
1. Shopping
2. Accommodation
3. Entertainment
4. Sightseeing
5. Food

WHERE CHINESE TOURISTS
MAKE HOLIDAY BOOKINGS
Travel Agent

WHERE CHINESE TOURISTS
RESEARCH INFORMATION
ONLINE BOOKING
WEBSITES
TRAVEL AGENT
BAIDU SEARCH
SOCIAL MEDIA
RELATIVES AND
FRIENDS

CHINESE digital landscape is DIFFERENT
Digital Marketing platforms
banned in China:
• Google
• Facebook
• Twitter
• Youtube
• Instagram

CHINESE digital landscape
at a glance
1.2 BILLION
Active Mobile Subscribers
900 MILLION
Active social media users
700 MILLION
Online Chinese customers
$215 BILLION
Chinese tourists spent
abroad per Year
$20 BILLION
Single’s day online spending
record

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
media app in China with 1.1 Billion users 960 Million
Active monthly users
128
Average number of
friends
66 Minutes
Average time spent on
WeChat per day

Baidu at a glance
Baidu search engine is China’s
largest search engine with over 75%
market share
70 Million
Daily active mobile
searches
Unlike Google, Baidu also have a
plethora of other products including its
very own version of Wikipedia, Quora
and even a missing persons website!
580 Million
Searches per day

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%
Alibaba E-Commerce
Market Share
#1
Tmall is the number #1
B2C e-Commerce platform
in China
#1
Alipay is currently the number
one mobile payment platform

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

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

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.

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

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.

This is the end of the report.
The next section will focus on our services.

1.3 Billion CHINESE customers at your fingertips

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
world’s ever seen and they are spending RECORD
numbers in oversea industries including but not limited
to: Tourism, Education, Healthcare, Cosmetics, Luxury
items, Wine and Real Estate
Lychee Creative
We have almost a
decade’s experience
in connecting western
brands to a CHINESE
audience.

What we do
Branding & Localisation Website Development E-Commerce Baidu Marketing Social Media
We help companies connect to
a CHINESE audience

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

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.
Website Development
Our websites are beautifully designed,
technically sound, and is optimised for
search engines to help you generate
maximum ROI.

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.

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
Baidu Marketing
Baidu search engine has a market
share of over 80% in China. Can you
afford NOT to take advantage of it?

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.
SOCIAL MEDIA
Our managed Chinese social
media service covers all areas
of social media marketing including
Strategic planning, content creation,
campaign execution and reporting and
optimisation to maximise exposure and
ROI.

OUR CLIENTS

AUSTRALIA OFFICE
Lychee Creative
Suite 4, Lvl 1, 76 Phillip St
Parramatta, NSW, 2150,
Australia
info@lycheecreative.com.au
www.Lycheecreative.com.au
CHINA OFFICE
Lychee Creative
Suite 1188,3760 Nanhuan Road
Baoyichuangyi Plaza Binjiang District,
Hangzhou, China,
info@lycheecreative.com.au
www.Lycheecreative.com.au
Open your door to new opportunities...

China Tourism in Australia Report and Strategy for Growth

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