iClick-2018年中国出境游旅行购物白皮书（英文）-2018.12-28页-5mb

Chinese Outbound Travel Shopper White Paper Summary

Core Content

This white paper explores the evolving dynamics of the Chinese outbound travel shopper market, emphasizing the need for marketers to understand the diverse segments within this large and growing demographic. It highlights the importance of tailored strategies to engage with different types of travelers, including the New Affluent, the Luxury Overseas Shoppers, and the Post-90s Explorers.

Main Points

• Market Growth: The number of Chinese outbound travelers has grown significantly over the past decade, reaching 129 million in 2017. This trend continues, with the potential for further expansion as more people obtain international passports.

• High Spending Power: Despite lower GDP per capita, Chinese outbound travelers spend more per trip than many other nationalities. In 2017, they spent an average of USD1,985, making them a key revenue driver for the travel retail industry.

• Travel Planning: Chinese travelers tend to plan their trips well in advance, often 2-6 months before departure. Planning time varies depending on the destination, with more familiar locations requiring less preparation.

• Travel Methods: There's a growing shift from traditional packaged tours to customized and independent travel (FIT). This trend is particularly pronounced among travelers from first-tier cities.

• Market Segmentation: The white paper identifies three key types of Chinese travel shoppers:

  • The New Affluent: Middle-aged males from new first-tier cities with a focus on travel, personal finance, and education. They seek value and cost efficiency while shopping abroad.
  • The Walking Wallet: Upper-middle-class females who prioritize luxury shopping and premium travel experiences. They prefer customized and high-end travel options and are discerning in their brand choices.
  • The Awakened Generation: Post-90s, digital natives who value personal expression and unique experiences. They are less brand-focused and more interested in exploring new destinations and sharing travel moments.

Key Information

1. The New Affluent

• Demographics: Males aged 25-34 and 45-54, with above-average disposable income (USD 30,001–45,000 annual household income).
• Behavior: Focus on cost savings, seek duty-free deals, and are interested in travel tips and brand rankings.
• Preferences: Prefer self-guided or customized tours, and are drawn to well-established luxury brands and shopping experiences.

2. The Walking Wallet

• Demographics: Upper-middle-class females, aged 25-34, with high spending power (over USD 45,000 annual household income).
• Behavior: Frequent travelers who value premium and customized experiences. They are interested in luxury brands, travel style, and high-end accommodations.
• Preferences: Travel to long-haul destinations for shopping, often in business or first class. They prioritize brand authenticity and quality.

3. The Awakened Generation

• Demographics: Post-90s, digital natives, interested in fashion, beauty, and lifestyle.
• Behavior: Value self-expression, exploration, and sharing travel experiences. They are less influenced by brand names and more by unique, authentic experiences.
• Preferences: Prefer DIY travel, are drawn to exotic long-haul destinations, and are interested in travel companions and cultural immersion.

Implications for Marketers

• Think Huge, Think Granular: While the overall market for Chinese outbound travelers is vast, marketers must adopt a granular approach to engage with the distinct segments.
• Engage at the Right Moment: Marketers should focus on the right timing of their promotional strategies, aligning with the travel planning cycles of different demographics.
• Shorten the Gap Through Pre-orders: Leveraging pre-orders and early engagement can help marketers better meet the needs of Chinese travelers and stay ahead of market changes.

Future Trends

• Belt and Road Initiative: This initiative is expected to further expand the reach of Chinese travelers, opening up new markets and opportunities for travel retail brands.
• Digital Influence: As Chinese travelers become more digital-savvy, their online behavior and preferences will continue to shape the travel retail landscape, requiring brands to adapt to these trends.

Methodology

• Research Review: Analyzed existing reports and public data to understand the broader context of Chinese travel spending.
• Data Mining: Utilized iClick's iAudience platform, which profiles over 750 million Chinese internet users monthly, to gather detailed insights on travel and shopping behavior.
• Behavioral Insight Derivation: Analyzed topics and interests of Chinese travelers to derive actionable marketing strategies for different segments.

Conclusion

The white paper underscores the importance of understanding the nuances of Chinese outbound travel shoppers. By recognizing the differences between the New Affluent, the Luxury Overseas Shoppers, and the Post-90s Explorers, marketers can develop more effective and targeted strategies to capture the hearts, minds, and wallets of this influential consumer group.