Chinese Travellers: Looking Beyond the Cliché
The rapid growth of China’s lucrative outbound tourism market is nothing new to the travel industry. According to the data from United Nations World Tourism Organization (UNWTO), Chinese outbound travellers spent US$258 billion in 2017, ranking the number one contributor globally with 21% of the world market. Looking beyond the numbers, for anyone who wants to do business with this vast and rapidly growing group of consumers, it is important to look at who these travellers are, and what drives them.
The online advice for international marketers on how to effectively target this group is limitless. Often referred to collectively as ‘The Chinese traveller’, this generalisation for the largest group of consumers who are reshaping the retail world has not been due to naivety. The data just hasn’t been available -- until now.
Three Distinct Chinese Travellers
At iClick, through our marketing intelligence platform iAudience, we have tracked and profiled 750+ million internet users in China looking at their dynamics, profiles, key behaviours and shopping trends. What has emerged are three distinct groups, which every retailer in any location frequented by Chinese traveller should consider as part of their marketing strategy:
- The Dark Horse: The New Affluent from fast-growing 2nd Tier cities
- The Walking Wallet: The Luxury Overseas Shopper
- The Awakened Generation: The Post-90s Explorers...
iSuite Insights Spotlight - Issue #12 Discover The Latest Trends In Imported Whisky Market
October 4, 2023
The Chinese spirits market is rapidly growing and transforming, primarily due to the increasing demand for premium and luxury spirits among young Chinese consumers. This shift in consumer preferences, moving away from traditional spirits to premium whiskies, has created opportunities for premium whisky brands in a market that was once dominated by baijiu. According to Statista, the revenue in the whisky market is projected to reach 1.16 billion USD in 2023, with an expected annual growth rate of 2.09% from 2023 to 2027.
Douyin's Like-Minded Strategy: A Marketer's Guide
September 26, 2023
Douyin, often referred to as the Chinese counterpart of TikTok, reigns supreme as China's most prominent short-form video content-sharing platform, captivating 731 million active users. Its rapid rise has cemented its position as one of the swiftly expanding social media platforms in China. Although it has become extremely popular in non-tier 1 cities, Douyin's appeal goes far beyond its massive user base.
Xiaohongshu: Your Gateway to China's Fashion and Lifestyle Market
September 18, 2023
Xiaohongshu stands out as China's premier social e-commerce platform, renowned for its emphasis on fashion, beauty, and lifestyle. It goes beyond being a mere social media application; it represents a dynamic combination of Pinterest, Amazon, and TripAdvisor. With a user-generated content (UGC) model, 200 million monthly active users (MAUs), and a growing presence, Xiaohongshu presents an exceptional opportunity for marketers to engage with the ideal Chinese audience and elevate conversion rates. Here's what makes Xiaohongshu so special for marketers:
Why Overseas Brands Should Embrace Xiaohongshu
September 15, 2023
To thrive in the Chinese market, brands must adapt and embrace strategies that resonate with the younger generation. Xiaohongshu boasts 200 million monthly active users (MAUs) in China and has attracted 140,000 registered brands. For foreign brands looking to increase brand awareness in China and connect with the right Chinese consumers, Xiaohongshu is virtually the must-go-to platform.
A Comprehensive Guide: Setting Up a Xiaohongshu E-Commerce Store
September 15, 2023
Xiaohongshu (XHS) stands as a prominent social media platform and thriving e-commerce marketplace within China. Its focus on user-generated content (UGC) makes it an essential resource for international businesses seeking to penetrate the Chinese market and connect with a vast user base. In this guide, we will explore the process of setting up an XHS e-commerce store and harnessing UGC to drive sales while building brand credibility.
iClick Interactive 小紅書營銷 X 小紅書廣告投放解決方案
September 12, 2023
小紅書（Xiaohongshu - XHS）是中國領先的社交和網絡購物平台之一，旨在豐富用戶的生活。 這個被譽為「中國版Instagram」的平台已經進化成一個龐大的社群，用戶可以在這裡分享有關生活的種種「筆記」，包括時尚、美容、食品、旅行等方面的內容。小紅書以內容為核心，完美融合社群和一站式網絡購物服務，有效地為品牌提升知名度及用戶參與度。
Embark on Your Inbound Marketing Journey on Xiaohongshu
August 24, 2023
The current marketing trend revolves around a community-centric strategy aimed at engaging specific target demographics and fostering lasting relationships. Acknowledged as China's foremost social shopping platform, Xiaohongshu commands a broad spectrum of trust from online users. Boasting over 200 million monthly active users (MAUs) in China, this platform stands as the definitive choice for businesses seeking to engage the right Chinese consumers through inbound marketing strategies.
iSuite Insights Spotlight - Issue #11 Explore The Trends Of Luxury Watch Brands In China
August 17, 2023
The Chinese luxury watches market is a dynamic and booming market. Chinese consumers are increasingly attracted to luxury watches because of the prestige and status associated with them. According to Statista, the revenue in the Chinese luxury watches segment amounts to 10.89 billion USD in 2023, and the market is expected to grow annually by 1.96%. Most revenue will be generated in the Chinese market. International brands are focusing on providing the highest quality watches to increase the sophisticated Chinese consumer base.
Case Study - UGG: Leveraging oCPX to Increase Followers on Private Domain
August 15, 2023
In 2023, the UGG brand is poised to enhance its private traffic following on both WeChat and Douyin platforms. Leveraging UGG's ongoing campaigns and a comprehensive understanding of the target audience, the application of optimizing cost per X (oCPX) will be employed to precisely target and attract new followers effectively, thereby significantly expanding UGG's private traffic reservoir.