An introduction to the South Alibaba programme, shared with retail, tourism & hospitality businesses in Wellington.

1. Helping Wellington business be more
successful in the China market.

2. 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.

3. What we’re doing
1. Facilitating the roll-out of Alipay, Alibaba’s mobile payment solution. This allows Kiwi businesses to not only provide the most convenient
form of payment to Chinese customers, but to also capitalise on the enormous power of Alipay’s marketing engine to promote
themselves to Chinese tourists and residents.
2. Launching a flagship store on Alibaba’s online travel agency, Fliggy. The South Fliggy store gives New Zealand tourism and related
businesses the chance to sell to potential Chinese guests before they come to New Zealand.
3. Launching a flagship store on Alibaba’s B2C platform, Tmall Global. Tmall is the world’s largest online mall for brands to sell directly for
Chinese customers and the South Tmall store provides an easy platform for New Zealand brands to sell their products direct to
customers in China.

4. 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.

5. Proud to partner with Wellington
Some of the Wellington region businesses already accepting Alipay…

6. The opportunity…
54% / 46% FIT guests now outnumber Group.
2018 Year, Tourism New Zealand

7. The opportunity…
25-34yrsThe fastest growing segment of Chinese holiday
visitors.
2018 Year, Tourism New Zealand

8. The opportunity…
93% Of Chinese tourists would spend more if mobile
payments were made available.
2018 Trends for Mobile Payment in Chinese Outbound Tourism – Nielsen, 2019

9. Remember, most of the marketing channels available in the west are unavailable in China. Instead, consider channels such as
WeChat and Dianping. South can help support you with these channels.

10. Step One - Alipay

11. What is Alipay?

12. 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.

13. We help you create and manage marketing content
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.

14. Market to customers
already in 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.

15. Show customers you accept Alipay

16. Help with the set-up process
QR code at POS QR or barcode scanner Terminal integration
South is not an Alipay acquirer, or Payment Partner.
We will help you secure the right payment solution for your business’ needs.

17. 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.

18. Growth opportunity
60%+ Merchants experienced foot traffic & revenue
growth after implementing Alipay.
2018 Trends for Mobile Payment in Chinese Outbound Tourism – Nielsen, 2019

19. Case study
 Spend $15.
 Receive a free tomato sauce, aioli or tartare
sauce.
 One month duration.
940 coupons redeemed!

20. Step Two - Fliggy

21. What is Fliggy?
Fliggy is Alibaba’s online travel portal.
Over 250,000,000 members.
Over 30,000,000 international trips in 2018.
Fliggy operates similar to an online mall.
Many New Zealand operators already represented.

22. The South store
Why to visit.
Where to go.
What to see and do.
And, most importantly, to purchase New Zealand product!

23. The South store
 Greater exposure direct to Chinese FIT travellers.
 Generate pre-travel sales, increasing overall spend.
 Reduced commission – 15%.
 Complete control over product pricing and inventory.
 Create product bundles.

24. How to participate
 Visit www.south.co.nz/Alipay/wellington for more
details.
 Choose an Alipay Payment Partner (we can help!)
 Create your basic marketing content and a special deal.
 Display Alipay POS material.
 Ensure you accept Alipay!
 Register your interest with the WREDA.
 Wellington region product launched Q2.

25. Step three - Tmall

26. What is Tmall?
The world’s largest online B2C platform.
Accounts for over 50% of the B2C online market in China.
Over 70,000 domestic and international brands.
Over 90% of sales via mobile.
Sold over USD$31-billion in goods during 2018 Double11.
Tmall operates similar to an online mall, where brands create and
operate their own branded stores.

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.
 Leverage the data capabilities of the wider South programme.
 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

28. Find out more
www.south.co.nz/wellington-alipay

29. Get in touch…
Ken Freer,
South Alibaba Programme
027 513 7049
Ken.Freer@cial.co.nz
WeChat: kenfreernz77
Andrew Graham,
Alipay New Zealand
021 906 532
Andrew.Graham@Alipay.com
WeChat: andrewgraham10