Welcome to this week’s China Ready Now Round-Up.
Last week we finally had confirmation on something that has been foreshadowed for some time – Australia is becoming increasingly Asian, and in particular, increasingly Chinese. People born in Asia who have immigrated here outnumber Europe-born migrants for the first time, and Mandarin is now the second most-spoken language in Australia after English by a big margin. The latest census results show that there are almost 600,000 Mandarin speakers in Australia, in addition to 280,000 Cantonese speakers and 50,000 speakers of other Chinese languages, for a total of some 928,000 Chinese speakers.
For Australian businesses, it has never been more important to engage with these Chinese speakers, for they are the gate-keepers to a much larger, increasingly affluent Chinese audience. Particularly for tourism businesses, the potential from tapping into local Chinese communities can be huge. But how does a small or medium-sized business get started in this space? In this week’s Round-Up, I’ve included an update from Allan Qiu on China’s digital landscape and 8 important marketing rules to engage with Chinese outbound millennial travellers from Dragon Trail, as well as several other interesting reads from around the web.
For even more information on how to attract a Chinese audience to your business, get in touch for a free consultation.
I hope you enjoy this week’s Round-Up.
Australia and New Zealand focus:
- Should Australia fear an influx of Chinese? Most suspicions about Australia being ‘swamped by Asians’ are overblown, but changing demographics are becoming evident as Chinese immigrants outnumber Europeans for the first time, and Mandarin becomes the second-most spoken language.
- China’s Message to Asia’s Casinos: Place Your Bets Elsewhere: Last week, a Shanghai court convicted 19 current and former Crown Resorts staff of illegally promoting gambling in China, handing out prison sentences to many of them. The crackdown was China’s broadest enforcement of a law that bars the promotion of gambling as authorities seek to halt hundreds of billions of dollars of currency outflows.
- China trips: Expressions of interest are open until 10 July for Victoria’s ‘Check-in to China’ program which includes tailored language classes, an 11 day study trip to China, one-to-one mentoring and business development opportunities. Applications are also now open for the 2017 WA Greater China Travel Mission to be held from 22-25 October in Hangzhou.
- 10 point reviews on the 1st Australia China Digital Economy Forum 2017: With China’s digital landscape constantly evolving, it is tough to stay on top of the trends. Allan Qiu has written a great summary piece on LinkedIn on WeChat, Weibo, live-streaming, Alibaba, KOLs and more.
- Chinese Millennials: 8 Important Marketing Rules for Outbound Travel: Chinese millennials are estimated to make up at least 35% of all Chinese outbound tourists. Moreover, 93% of Chinese millennials say that traveling is an important part of their identity. So understanding this demographic and their travel interests is incredibly important to anyone in the tourism industry who wants to attract Chinese visitors, both now and in the future. DragonTrail has put together eight important rules to know.
- Five Profiles That Explain China’s Consumer Economy: As China’s consumer economy matures, its consumers are developing more diverse preferences for products and services. BCG outlines five consumer profiles to know: the savvy shopper, the single person, the ecoconscious consumer, the passionate trend-seeker and the connected consumer. Read on to learn all about them!
- Finland eyes bigger share of China’s outbound tourism market: Finland is enhancing cooperation with Chinese tourism service providers, signing agreements with tourism platforms Fliggy and Utour and airliner JuneYao. Over 356,000 Chinese travelers visited Finland last year, up 35% year on year.