Wolfgang Georg Arlt - Chinese Outbound Tourism and Web Economy

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La presentazione di Wolfgang Georg Arlt, direttore COTRI, sulle tendenze dei flussi turistici provenienti dall'oriente - WEF è internazionalizzazione e cosmopolitismo (23 marzo 2014)

La presentazione di Wolfgang Georg Arlt, direttore COTRI, sulle tendenze dei flussi turistici provenienti dall'oriente - WEF è internazionalizzazione e cosmopolitismo (23 marzo 2014)

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  • selling to Chinese traveler is a fast growing opportunity, western business should leverage advertising platform such as http://dsp.bigfortunedata.com to engage these consumers.
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  • 1. www.china-outbound.com 1 Chinese Outbound Tourism and Web Economy Prof. Dr. Wolfgang Georg Arlt COTRI CESENA March 23, 2014
  • 2. www.china-outbound.com COTRI China Outbound Tourism Research Institute 2 The world's leading independent research institute for information, training, quality assessment, research and consulting relating to the Chinese outbound tourism market Established: 2004 Offices: Heide (Germany), Beijing, Shanghai, Guangzhou (China) COTRI Country Partner in: Argentina, Australia, Bhutan, Bosnia and Herzegovina, Cambodia, Chile, Croatia, England, Estonia, Finland, France, Ireland, Italy, Kenya, Kosovo, Laos, Latvia, Lithuania, Macedonia, Mauritius, Mexico, Montenegro, Morocco, Myanmar, New Zealand, Peru, Russia, Scotland, Serbia, Slovenia, Spain, Thailand, Tunisia, USA, Vietnam, Wales COTRI Germany Headquarter: Fritz-Thiedemann-Ring 20 25746 Heide / Germany Phone +49 481 85 55 523 Fax +49 481 85 55 121 Email info@china-outbound.com COTRI China Headquarter: Suite 412 Lido Office Tower 6 Jiangtai Road Beijing 100004 Phone +86 10 6417 9226 Email china@china-outbound.com COTRI Office Shanghai: Suite 1512 Shui On Plaza 333 Huaihai Rd. Shanghai 200021 COTRI Office Guangzhou: Suite 2412 South Tower WTC 371-375 Huanshi East Rd. Guangzhou 510095
  • 3. www.china-outbound.com 3 Prof. Dr. Wolfgang Georg Arlt FRGS First visit to People’s Republic of China in 1978 1991-1999 owner of Inbound Tour Operator China -> Europe (offices in Beijing and Berlin) COTRI founder and director since 2004 Professor for International Tourism Management at West Coast University of Applied Sciences (Heide) Visiting Professor at universities in China and United Kingdom Fellow Royal Geographical Society (London) Research Fellow Japanese Society for the Promotion of Science (Tokyo) Latest publication: Editor of Zhang Guangrui: China’s Tourism Development COTRI eBook 2013 COTRI Blog at Forbes.com: www.forbes.com/sites/profdrwolfganggarlt Editor: China Outbound Market Intelligence COTRI founder and director
  • 4. www.china-outbound.com 4 COTRI in the press
  • 5. www.china-outbound.com 5 COTRI around the world
  • 6. www.china-outbound.com 6 COTRI Country Partners
  • 7. www.china-outbound.com 7 CHINA – INTERNATIONAL TOURISM SOURCE MARKET NO. 1 IN THE WORLD IN TERMS OF BORDER-CROSSINGS
  • 8. www.china-outbound.com 8 CHINA – INTERNATIONAL TOURISM SOURCE MARKET NO. 1 IN THE WORLD IN TERMS OF SPENDING
  • 9. www.china-outbound.com 9 The People’s Republic of China is since 2012 the biggest international tourism market in the world, with almost 100 million border-crossings and close to 100 billion Euro spending, representing 9% of the global tourism. For Europe it is the fastest growing market and the market with the highest spending per day per traveller. So certainly for the main destinations and attractions (in Italy: Venice, Florence, Milano, Roma) a growing part of the mass market will be Chinese-speaking. For other destinations and activities in more specific location (wine tasting in wine-growing regions, university cities, places of cultural interest, places related to Chinese-European relations etc.) the more experienced self-organised travellers are an interesting target group.
  • 10. www.china-outbound.com 10 Especially for the self-organised travellers Chinese social media like SinaWeibo, QQ, etc. (different from Western social media) are the main source of information and are much more actively used than European social media. Famous travel bloggers have millions of followers, some celebrities have more than 50 million followers. WeChat is the first Chinese social media application now also conquering the West. The biggest former “OTA”s (Online Travel Agencies) like CTrip (by now the biggest travel agency/tour operator in the world) have recently changed their name to “MTA” because more than half of the customers are not using PCs anymore to access their services but smartphones and tablets. For Chinese social media clearly UGC is the only thing that counts, information by peer group members is trusted, all other information including websites is identified as advertisement in different forms.
  • 11. www.china-outbound.com 11
  • 12. www.china-outbound.com 12 1 bn. Yuan = 116 mio. Euro
  • 13. www.china-outbound.com 13
  • 14. www.china-outbound.com 14
  • 15. www.china-outbound.com 15
  • 16. www.china-outbound.com 16 Consequences for smaller Italian destinations – One example Offline to online shopping
  • 17. www.china-outbound.com 17 Consequences for smaller Italian destinations – One example Offline to online (O2O) shopping With the turn from sightseeing to experience and from brand to lifestyle, Chinese self-organised travellers look for authentic, exotic, special products and unique shopping experiences while travelling. Until now: A pioneering Chinese finds Marchi‘s Printing House and buys some hand-made prints. He uploads the photos about it during his trip, after return to China he shows the fabric to his friends. All would like to have some to, but, alas, no way to buy them. With O2O: The same Chinese provider who produced the App which guides Chinese tourists to Marchi‘s Printing House, offers a online shop in China, where the fabrics can be bought in Chinese language, paying in RMB. Secured transaction, which can be trusted by the Chinese buyer, brings Euros to the Marchi family and the fabric to China.
  • 18. www.china-outbound.com 18 Consequences for smaller Italian destinations – One example Offline to online (O2O) shopping If the online shop is personalised, so that the same persons who sold the fabric to the pioneer appear in the online shop and maybe even answer emails „personally“ or offer a chat once a week, even better: The original shopping experience can almost be recreated in the living room in Shanghai when together with the pioneer his friends order from Marchis while drinking a bottle of wine ordered O2O from the friendly people in the Osteria Michiletta in Cesena. For an
  • 19. www.china-outbound.com 19 Consequences for smaller Italian destinations – One example Offline to online (O2O) shopping For an accidental success story of O2O, look at Bobbie, the Tasmanian Lavender Bear at my Forbes.com blog: http://www.forbes.com/sites/profdrwolfganggarlt/2013/12/16/ social-media-bring-tasmanian-lavender-bear-into-chinese-bedrooms- china-outbound-tourism-best-practice-example/
  • 20. www.china-outbound.com 20 Consequences for smaller Italian destinations – One example Offline to online (O2O) shopping For an accidental success story of O2O, look at Bobbie, the Tasmanian Lavender Bear at my Forbes.com blog: http://www.forbes.com/sites/profdrwolfganggarlt/2013/12/16/ social-media-bring-tasmanian-lavender-bear-into-chinese-bedrooms- china-outbound-tourism-best-practice-example/
  • 21. www.china-outbound.com 21 Consequences for smaller Italian destinations – One example Offline to online (O2O) shopping For an accidental success story of O2O, look at Bobbie, the Tasmanian Lavender Bear at my Forbes.com blog: http://www.forbes.com/sites/profdrwolfganggarlt/2013/12/16/ social-media-bring-tasmanian-lavender-bear-into-chinese-bedrooms- china-outbound-tourism-best-practice-example/ Viann Zhang Xinyu
  • 22. www.china-outbound.com 22 Thank you for your attention! Contact COTRI China Outbound Tourism Research Institute Prof. Dr. Wolfgang Georg Arlt Tel. +49 481 8555 523 Mail arlt@china-outbound.com Web www.china-outbound.com Blog www.forbes.com/sites/profdrwolfganggarlt/