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 email@example.com 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.
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