The South Alibaba programme is working with Hawkes Bay business to help them be more successful in the Chinese market. By accepting Alipay, participating in the South Fliggy store or the South Tmall Global store, Hawkes Bay businesses - tourism, hospitality and retail - can find and attract more Chinese customers.

1. Helping Hawkes Bay businesses be more successful in the
Chinese market.

2. Today
 Identify the opportunity.
 The new Chinese traveller.
 The Alibaba ecosystem – Alipay, Fliggy, Tmall.
 Simple steps to success.

4. The opportunity
Christchurch International Airport (CIAL) has identified an opportunity to increase the economic outcomes for New Zealand from Chinese visitors.
Partnering with the Alibaba group of companies, we intend to achieve significant goals through the delivery and ongoing management of this project, being:
1. Increased holiday visitors to New Zealand from China, with a specific focus of growing premium FIT customers, geographic growth throughout the country (i.e. not
just the hero tourism destinations) and greater spread throughout the year;
2. Increased spend in New Zealand from Chinese visitors, both pre-booked travel and in-country spend on experiences, goods and services;
3. Providing an opportunity for New Zealand businesses to develop micro-exporting opportunities into China.

5. What we’re doing
1. Facilitating the roll-out of Alipay, Alibaba’s mobile payment solution and
powerful marketing engine.
2. Launching a flagship store on Alibaba’s online travel agency, Fliggy.
3. Launching a flagship store on Alibaba’s B2C platform, Tmall Global.

6. Data brings our programme together
The South programme brings together the data from three hugely
powerful Alibaba platforms to grow collective success for partner
businesses.

7. The South Alibaba programme is free for New Zealand businesses to participate in. We believe that by working together, business and government agencies alike, we can
achieve significant positive outcomes for New Zealand.
It is because of this approach that our programme partners with a broad range of organisations across the spectrum of New Zealand business.
Partnerships drive the programme
Economic Development Agencies
Regional Tourism Organisations Fifteen across the South & North Islands
Banks & Alipay payment partners
New Zealand businesses
And over 3,300 more, across tourism, hospitality, retail and services!

8. The New Chinese Traveller

14. Step One - Alipay

15. What is Alipay?
Alipay is the preferred way for Chinese consumers to pay for goods and services via their mobile phone. It is used
by over 800m Chinese every month and processed over USD$1.7-trillion in payments in 2017.
But beyond payments, it is a complete ecosystem, with Chinese consumers using it to manage all aspects of their
daily lives…
• Payments – offline and online
• Peer-to-peer payments
• Full suite of financial services products (savings, investments etc)
• Business directory, reviews & promotional offers
• Utilities, services, charities, medical… the list goes on!

16. On arrival in location
Alipay is geographically-based, meaning a user sees content relevant to their current location whenever they open the app.
Put your business in front of Chinese guests before or when they arrive near your location. Customers can be targeted based on both location and over 5,000 shopper
characteristic tags.
Fix user’s location based
on GPS.
Ongoing regular promotions
(e.g. CNY).
Market-leading exchange
rate.
Easy to find before reaching
a destination.
Find popular nearby
merchants based on GPS &
maps interface.
Recommendations based on
popularity index.

17. Drive business with Alipay’s marketing engine
Bring potential customers
on a journey with rich video
content.
Offer special deals to
encourage new customers.
Photos provide more
details of the business,
showcasing its offerings of
interest to Chinese guests.
Location and contact
information
Important information and
how to interact with the
business
Description of the business and
product offering. The chance to
really sell the businesses offering.

18. Market to customers
already around the
store…
Displaying an Alipay QR code in-store allows Chinese customers to open
the store’s page in the Alipay app and immediately discover its offering, in
a format and language they are comfortable with.

19. Help with the set-up process
QR code at POS
QR or barcode scanner Terminal integration
While South is not an Alipay payment partner (meaning we don’t manage merchants’ physical Alipay acceptance and payment process), we work with all Alipay payment
partners. The South programme can advise merchants on the payment partners that are most likely to be best suited to their needs.
Acceptance types range from a static QR code at point of sale (left) to full POS-system and credit card terminal integration (middle and right). South works with you to identify
the best solution for your needs.

20. Simple and cost effective
Being part of the South programme allows businesses to market to Chinese customers in the most
cost effective manner possible…
• Free marketing content set-up.
• Free translation of content from English to Chinese.
• Free set-up and management of special offers (coupons).
• Free changes to marketing content as new products launch, information changes etc.
• Free participation in programme-wide marketing campaigns (e.g. Chinese New Year).
• Free ongoing support with Alipay marketing activity, including advice on the types of activity
and marketing messages that will work best, and participation in programme-wide promotions.
Merchant partners also receive a dedicated account manager to work with them to ensure
consistency and success.

21. Step Two - Fliggy

22. What is Fliggy?
Fliggy is Alibaba’s online travel portal.
China’s second largest travel platform, fully integrated into the Alibaba ecosystem, Fliggy
has 220,000,000 members.
In 2017 Fliggy sold 28,000,000 international trips to Chinese customers.
Fliggy operates similar to an online mall. (Think of it as being a little like Westfield
shopping centres, but online.) Fliggy provides the platform, and travel sellers create and
operate their own branded stores within the online mall.
We are developing a South store on Fliggy, dedicated to telling the New Zealand story:
 Why to visit
 Where to go
 What to see and do
 And most importantly… purchase!

23. The South store on Fliggy will allow tourism operators to sell directly to the rapidly
growing Chinese FIT market. This has a range of benefits:
 Greater exposure for New Zealand operators direct to Chinese FIT travellers,
as part of a dedicated South site;
 The ability to generate greater pre-travel sales, increasing overall spend;
 Reduced commission (operating on a cost-recovery model);
 Complete control over product pricing and inventory;
 Upcoming integration with Alipay to sell to Chinese guests as they travel New
Zealand;
 Options for destinations to create product bundles, helping Chinese guests
understand and buy destinations they might be unfamiliar with (e.g. A day in
Napier).
Put your product in front of
Chinese travellers.

25. Step three - Tmall

26. What is Tmall?
Tmall is the world’s largest online B2C platform, allowing Chinese consumers to
purchase directly from brand owners.
It accounts for over 50% of the B2C online market in China, with over 70,000 domestic
and international brands selling.
Over 90% of Tmall sales are via mobile and the platform sold over USD$31-billion in
goods during the one day Double11 promotion in 2018!
Like Fliggy, Tmall operates similar to an online mall, where brands create and operate
their own branded stores within the online mall.
We are developing a South store on Tmall, dedicated to telling the New Zealand product
story and allowing Chinese consumers to buy directly from New Zealand brands.

27. Building a South store within Tmall allows South merchant partners to:
 Benefit from the great New Zealand brand story – provenance, environment,
tourism etc;
 Achieve early scale in the Chinese domestic market that is challenging to
achieve working alone;
 Leverage the data capabilities of the wider South programme (i.e. Chinese
travellers who have visited NZ and consumers who have not visited NZ, but
who display similar characteristics);
 Leverage the South brand being built across the wider Alibaba network;
 Easily sell goods to Chinese travellers / existing customers once they have
returned home.
What we are doing
KEY PRODUCT AREAS:
 Health & Wellbeing
 Dairy
 Beauty & Skincare
 Apparel
 Wine
 Craft Beer
 Pet Care

28. Brand Hub – further enhancing the NZ story
Brand Hub is a new innovation from Alibaba and Tmall, serving as a central location for us to tell the complete New Zealand story (i.e. tourism and products/services), while
also giving consumers an opportunity to both interact and purchase from New Zealand brands.
The Brand Hub will direct shoppers to purchase from both stores owned by South (such as our Fliggy and Tmall Global stores), as well as partner stores, across the Alibaba
ecosystem.
The Brand Hub will also incorporate New Retail, such as Hippo Fresh supermarkets, allowing customers to seamlessly switch between online and offline retail.

29. Get in touch…
Ken Freer, South Alibaba Project
027 513 7049
ken.freer@cial.co.nz
WeChat: kenfreernz77
Ding: kenfreer