China and travel finpro eija tynkkynen 1 9-2011
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China and travel. International success with Finpro. China for breakfast seminar September 1st 2011.

China and travel. International success with Finpro. China for breakfast seminar September 1st 2011.

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  • Kartassa provinssien ja hallinnollisten alueiden vuositulot
  • Huomaa alueiden suuri ero sekä suuri koko. Shanghain yhteenlaskettu BKT on yhtä suurin kuin Suomen.
  • Huom: vuonna 2008 matkojen määrä laski, mutta (absoluuttinen) kulutus nousi silti. Ranskan osuus laskee tasaisesti = ihmiset haluavat jotain muuta. 2009 31,5 miljoonaa ulkomaanmatkaa, joista 26,7 Asia-Pasific alueella. Huom. HongKong ja Macao myös ulkomaanmatkoja.
  • Kiinalaiset käyttivät keskimäärin 490 euroa, eli enemmän kuin keskiarvo 330 euroa. Tosin lukuja on vaikea vertailla, sillä kiinalaiset yöpyvät verrattain pitkään.
  • 40 % of trips to Finland aredaytrips, so no nightsspent in Finnishhotels.
  • Tarkka sanamuoto: ”presence in China”, ei siis välttämättä toimistoja vaan muunlaista toimintaa.
  • Willowtree in King’s College in Cambridge
  • “Shangri-La is a fictional place described in the 1933 novel Lost Horizon by British author James Hilton. In the book, "Shangri-La" is a mystical, harmonious valley, gently guided from a lamasery, enclosed in the western end of the Kunlun Mountains. Shangri-La has become synonymous with any earthly paradise but particularly a mythical Himalayan utopia — a permanently happy land, isolated from the outside world. In the novel Lost Horizon, the people who live at Shangri-La are almost immortal, living years beyond the normal lifespan and only very slowly aging in appearance.”
  • Social media: Renren, Youku, Sina Weibo. Powerpoint-sivun alimmassa tekstilaatikossa on lueteltu nettisivun nuolen osoittamassa kohdassa ylimmällä rivillä mainitut neljä nähtävyyttä.
  • Traintravel is big in China, that’swhythere’sinterest. Especiallyovernighttrains, saves on hotel costs.
  • Perustuu Kiinassa tehtyihin haastatteluihin. Haastatellut ovat kaikki käyneet Suomessa.
  • Hyvä huomioida että eurooppalaiset ja suomalaiset matkustivat aiemmin myös halvalla ja ostivat paljon tuliaisia. Nyt tilanne on muuttunut, kun matkailu on yleistynyt.
  • Finnairilla tulee olemaan Chongqingistä Kiinan nopein yhteys Eurooppaan (kaikki lentoyhtiöt) ja ainoa suora lento Chongqingistä Eurooppaan. Chongqing-Chengdu on Sisä-Kiinan suurin talouskeskittymä. Chongqing on Yangtzen varrella.

China and travel finpro eija tynkkynen 1 9-2011 China and travel finpro eija tynkkynen 1 9-2011 Presentation Transcript

  • Chinesetravellersarelooking for something new!
    Helsinki 1.9.2011
    Eija Tynkkynen
    Head of Trade Center FinproBeijing
    eija.tynkkynen@finpro.fi
  • Finpro’s Global Network
    Date
    2
    © Finpro
  • FinproKiinassa – Finpro in China
    Finpro Peking
    Eija Tynkkynen ja Finpron tiimissä 8
    • Kumppanit: Tekes, Suurlähetystö, ministeriöt, yritykset, FBCB, EUCCC,
    EUn Kiina delegaatio ym
    Peking-Tianjin-Dalian / Pohjois-Kiina
    Finpro Shanghai
    Jari Makkonen ja Finpron tiimissä 7
    • Kumppanit: Tekes, Pääkonsulaatti, yritykset, IIF, VTT, FECC, FBCS ym
    • Finchi – Suomen innovaatiokeskus
    Suur-Shanghai / Yangtse joen suisto
    FinproGuangzhou ja
    Finpro Hong Kong
    Jari Seilonen ja Finpron tiimissä 7
    • Kumppanit: Pääkonsulaatit, yritykset, FBCGZ, Suomen kauppakamari HongKongym
    Helmijoen suisto / Etelä-Kiina
    Finpron Kiinan toimistojen yhteystiedot
    www.finpro.fi/finpro-maailmalla/kiina
  • Eija Tynkkynen CV
    eija.tynkkynen@finpro.fi
    Position
    Head of Trade Center , Finpro Beijing China
    International Experience
    12 years in Asia, 3 years in US, 4 yrs in Europe
    China, Thailand, India, Malaysia, Singapore, Vietnam, Philippines, USA, Israel, Turkey, Greece, Spain, Sweden, Finland
    Industry Sector Experience
    Travel, airlines business
    ICT, informationcommunicationtechnology
    Mobile operations, VAS, digital media, media
    Software and services for enterprise, industrial, machinery, travel, education, HR, health
    Consumer goods, retail sector
    Expertise Areas
    Asia – over 25 years
    I have worked in Travel Industry over 10 years
    Management and business operations
    Team development and leadership in multicountryorganisations
    Strategy and valuepropositionplanning and implementation
    Market entry and channeldevelopment
    Partnerships and alliances
    Workshop facilitator, idea generation
    4
    4
  • China & fastchangingeconomy
    Largest country in the worldbypopulation: 1,3 billioncitizens.
    Secondlargest country in the worldbylandcover.
    Secondlargesteconomy in the worldafter the United States, howeverregionaldifferencesareconsiderable.
    • Averageincome is stilllow. However, thereare in
    Beijing 170 000, Guangdong 157 000 and Shanghai 132 000
    euromillionares
    • Wealth is mostlyconcentrated on China’scoastalareas.
    China in 2015
    Income over 25,000 rmb, 2 500 euros
    Income over 40,000 rmb, 4,000 euros
    Source: Economist IntelligencereportMay 2011
  • Examples of GDB
    Examples of China’s administrative areas by GPD in 2010, population and GDP per person.
    Source: Economist I Q1 2011
  • China’sOutboundTourism
    International TourismExpenditure of Residents and International Departures
    In the 1980’s China startedliftingbrarriers for outboundtravel to HongKong, Macao and Thailand for the purpose of visitingrelatives
    Self-paid international tourismwasnotalloweduntil 1990
    TodayEurope is the secondbiggestdestination for international travel, behindAsia-Pasific
    Europereceivesfourtimesmorevisitorsthan the rest of the regionslikeAmericas, Middle-East and Africacombined
    Today France is the mostpopulardestination for Chinesevisitors in Europe, althoughnumbersare in steadydecline > interest to new
    Chinesevisits to Europe´:
    4,3 million in 2010
    annualrise of 10% expected
    2011: 42 million / 55 billion USD
    Source: BMI China tourismreport Q3/2011
  • ChineseTourism in Finland
    In 2010 Finland received 73 000 Chinesevisitors, whospent 36 millioneuros (490 per person) .
    42 percentwastravelling for business and 43 percent as tourists.
    The averagestaywassixdays and everythirdtripwas a packagedeal.
    Time spent in Finland byChinesetravellers
    MostChinesetravellersstay in Finland for 1-3 nightswhile 24 are on a day-trip.
    Source: MEK travelstatistics and studies 2010
  • Case #1: Australia
    Australia and Finland:
    bothtry to attractChinesetouristswithsimilarimages: nature, clean air and the outdoors
    Distancefrom Sydney to Guangzhou is 7400 km, Helsinki to Beijing 6300 km
    Therearemoredirectflightsbetween Beijing and Helsinki than Beijing and Sydney. In Chongqing Finland alsohas an advantagewhen Finnair startsdirectflights (early 2012)
    • Half a millionChinesespent
    3,3 billion USD in Australia.
    • All 6,2 milliontourists to Finland spend 2,9 billion USD
    Australia and Finland usesameimages in touristpromotion: clearsky, nature, sunshine, cleanwater. Australia, like Finland, has the samepage for allregions and languages.
  • Case #1: Australia
    Tourism is the thirdlargestexportindustry in Australia (domestictravel and inboundtravel), behindcoal and iron
    Chineseare the fourthlargestnationalitybyvolume (half a millionvisitorsannually), butspend the most of anynationals
    3,3 billion USD, 6600 USD per person in 2010
    In June 2011 Australia launched a new 10-year strategy:
    Chinesevisitstarget to grow to 860 000
    spending to 9,5 billion USD by 2020
    Tourism Australia openedtheirfirst China office in 1999. Todaythereareoffices in 13 cities. In 2020 therewillbeoffices in 24 cities.
    CurrentTourism Australia officesfrom the north: Beijing, Tianjin, Qingdao, Nanjing, Shanghai, Hangzhou, Ningbo, Chongqing, Xiamen, Guangzhou, Dongguan, Foshan, Shenzhen.
  • Case #2: A GoodStory
    China is full of stories and evenchildrenknowstoriesfrom the ancientdynasties.
    • Youcouldsaythat”everystone in China has a story”: the biggestattractions in the majortouristdestination of YellowMountainarethe ’GuestWelcomingPine’ and ’MonkeyWatching the Sea’.
    • China’sperhapsmostfamouswillowtree is located in Cambridge, England. The treewasimmortalizedby a Chinesepoemwritten in 1928 byXuZhimo. TodayChineseflock to seeitwhiletouristsfromothercountriespassbywithoutturningtheirheads.
    Above’GuestWelcomingPine’, below’MonkeyWatching the Sea’
  • Case #2: A GoodStory
    Zhongdiancounty in Yunnan, nearTibetwasunattractive to tourismuntil 2001 whenitchangedit’sname to Shangri-La
    Thismarketingstrategyprovedsuccesfull
    today the countyattracts 4 milliontouristsannually, of which 95 percentareChinese
    Despitebeing in one of the harshest and mostdifficultareas to reach in China, domestictourism is booming and new hotelsarebeingbuilt
    SongzanlinMonastery, Shangri-La
    The monastery is the largestbuddistmonastery in the province of Yunnan. The city hasstrongTibetaninfluence and is situatednear the border to Tibet.
  • Case #3: Internet
    Chineseuseword of mouthand the internetto findinformationabouttraveldestinations
    Besidesgivingtravelersgoodexperiences, Finland needs to havevisibility and reliableinformation in the Chineseinternet
    • Chineselanguagewebsites and social media
    The firstwebsite(otherthanadvertisement)thatcomesupwhensearching in Baidu, China’s Google is XinxinLüyou欣欣旅游, orHappyTravel
    ”’I finallybelievethat Finland is a country of thousandlakes, and in the lakessomanysmallbays. It’severywherecoveredbyforests and hills, the islandsarelike the stars in the sky’. This is whatGuoMoruowrotewhen in the 1950’s he wasvisiting Finland, a country whichhasonethird of it’sarea inside the ArcticCircle. - - ”
    Main destinations: ”Helsinki Rovaniemi”
    Main attaractions:
    ”Suomenlinna, The Cathedral, Icebreaker Sampo, Santa ClausVillage - - ”
  • Case #3: Internet
    Chinese (and otherAsians) needdifferentinformation and different layout for theirwebexperience
    Consider the Chinesewebsite on the previouspagecomparedwithVisit Finland below. The outlayhere is very ’Finnish’ compared to the Chinesewebsite
    • Astudyby MEK (FinnishTouristBoard) found out that Finland has a goodimage in the Chinesenetisphere:
    • Maintopicsraisedwere sauna, Northernlights and traintravel
    • The Chinesearelooking for verydetailedinformation: for examplewhatkind of suitcase is best in winterconditions
    • Weather and clothing is anotherimportanttopic
    Chineselanguagepage of Visit Finland www.visitfinland.fi
  • WhatdoChinesesay?
    ”My daughterwasveryhappy. Finland is good for children, theycan play freely outside. There’smorespace and grass, it’ssafecompared to otherEuropeancountries.”
    ”Common peopledon’thavemanychances to goabroad. Whentheytraveltheywant to go to as manyplaces as possible. For thiskind of group Finland is not the idealdestination.”
    ”Chineselikestories
    behindbuildings and events. Evenifthey’renottrue; likemythologicalstories. Chinesewouldliketheirtourguides
    to knowthesestories.”
    ”Waterboiler in the
    hotel room is important.
    Of courseeveryplacecan’thaveChineselanguage, butsometimesit’sdifficult to order food withonlyEnglishtext and no pictures, even for peoplewhoarefluent in English.”
    ”Winteractivities and destinations: ice swimming, smoke sauna, Santa Claus, snowmobile.”
    ”CitiesarenotFinland’sstrongpoint. The realthing is nature: lakes, forests and pickingstrawberriesbyyourself.”

    Source: Finpro China in July 2011: based on ourinterviews. Allparticipantshavevisited Finland at leastonce.
  • UnderstandingChinese
    UsuallyChinesetouristslike to see as much as possible. Thismeansover-nighttrains and lots of activities.
    • Sauna is an importantexperience, butifpreferablycombinedwithanotheractivity, like a barbecue.
    • Simplywalking on a frozen lake orcookingFinnish food mightbe the highlight of the trip.
    For mostChineseit is stilldesirable to see as manycountries as possible, and partly for thisreasonLuxembourgh is popular.
    • Make the threenationsborderbetween Finland, Sweden and Norway a destination for foreigners.
    Chinesepeoplelovestories and ancientmythology.
    • Tellthemabout Kalevala: how and whereithappened and they’lltake the book home withthem (in Chinese).
    Chineselike ”to shop”
    • Because of recenthistory, Chinesetouristsgenerallylike to ”sleepcheap, shop expensive”.
  • UnderstandingChinese
    Europe is the dreamdestination for manyChinese. Aftertheyhaveseen Eiffel and Pisa towerstheyneedsomethingelse.
    • This is the group Finland needs to target.
    Makespecialarragementstargeted at Chinese.
    • Harrods in London: Chinesespeakingstaff and 75 Union PayATM’s.
    • Chineseneedservice, butarealsowilling to pay for it.
    • Consider the differenteatinghabbits. ThisdoesnotnecessarilymeanChinese food, butsimplyFinnish food that is servedfromonelargeplate for the wholetable.
    • Makeitpossible for Chinese to spendtime as a group and rememberthatevenadultslovegames.
    Finland needs to bevisible in China and the Chineseinternet.
    • Word of mouth is important, butcan’tbe the onlyform of marketing for Finland.
    ConsiderifFinnair’sunique status in Chongqing willopenopportunities.
    • Aretherepeople in central China whowant to travel to Finland, oraretheystillplanningtheirfirsttrip to Paris?
  • HowFinprocan help?
    Wearetrustedcooperationpartner
    Finpro is permanentlypresent in China
    Localknowhow and networks, 4 ownlocations
    Weunderstand China and Finland and companies, industryexpertice
    Finpro as a coordinator and good ”base” in China
    E.g. Finchi in Shanghai
    Interviewing and findinganswersfrom the market
    Helping to understanddeeperChineseneeds and chinesetravellers
    Participating in new concepts and productsplanning, building and testing. Both in China and Finland
    Finpro Navigator services
  • Chineseinvestorsareactive
    ”…Chinesetycoonseeks
    to buy a piece of land in
    Iceland..
    … developecoturismsite…
  • Thereareopportunities!
    Wintertravel is a goodproduct to Chinese
    June-Augustescapesfromhot big cities
    Chineseholidayslonger
    Chinese New YearmidJan-Feb, July-August, National Day holiday in earlyOctober
    Good Finland knowhowalreadyamongselectedtravelagengies in Beijing, Shanghai,
    Thisnetworkcouldbefurtherutilised and enlarged
    Chinesetravellersneedsarechanging
    Moretravelexperience, welleducated
    Frommanycountries to e.g. C-Trip: ”10days = 2 countries”
    Strongtrend:
    Chineseindividualtravelling is growing
    to the side of traditionalgrouptours
  • 21
    Xie Xie – ThankYou - Kiitos!