Overcoming China's tourism growing pains

22 Jan 2015  2037 | World Travel News

In recent years, many luxury brands, retailers, malls and department stores have seen a wave of Chinese tourist-shoppers unlike any before. Motivated by easier and longer visas, lower prices, the prestige of shopping abroad, and better service and selection, Chinese tourists have become a regular sight from Ginza to Beverly Hills, Bond Street to Madison Avenue.

But alongside the clear opportunity (and rising sales), many, if not most, brands have had to face a new challenge: the unique behavior and demands of these tourist-shoppers.

Having only joined the global travel club in a meaningful way over the past decade, mainland Chinese tourists range from seasoned, independent pros to newcomers on budget-priced group packages, straddling a wide educational and cultural spectrum. Now more than ever, it is critical for brands to be prepared, as Chinese tourism is here to stay. By 2020, the number of mainland Chinese traveling abroad each year will nearly double to 200 million.

Regardless of the inevitable headaches, the upshot for retailers is clear -- Chinese tourists currently allocate around one-third of their total travel budget to shopping (triple that of the French). In 2014, Chinese outbound travelers spent an estimated $155 billion abroad, much of it on luxury goods, health and beauty products, and consumer electronics.

Being prepared to receive and serve Chinese tourist-shoppers doesn't have to be a big production, and -- despite the tone of some media coverage -- Chinese tourists are far from a monolithic group. Each Chinese traveler is different, and serving them requires the same nuanced approach any luxury brand should be taking to every customer anyway.

One requirement that does apply to every Chinese tourist is patience. Sales staff should be prepared to explain aspects of the brand story and history to shoppers -- in Mandarin when possible -- and guide the shopper down the path to purchase without condescending. For brands lacking Mandarin speakers, it's always helpful to create Chinese-language pamphlets or brochures and keep them on hand at all times.

Patience is also a virtue when dealing with more challenging Chinese tourists or tour guides, who may demand discounts or other perks. Calmly and patiently explaining your policies, and perhaps offering an alternative brand-appropriate incentive, is an effective way to defuse awkward situations and ensure a face-saving outcome.

Despite nightmare articles suggesting otherwise, Chinese tourists are gradually getting over their "growing pains" and becoming global travelers in much the same way as the Japanese, Korean, and even American tourists who preceded them. By remaining patient and understanding, brands can avoid tough situations and make a customer for life, whether that customer is a travel newcomer or sophisticate.

sourced:traveldailynews.asia 

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