Welcome to this week’s China Ready Now Round-Up.
There has been a lot of talk about Chinese soft power in Australia this last week, following this documentary on Four Corners. Australians have traditionally taken a very passive view of the role and influence of Chinese people in Australia, which is to our own detriment. There are amazing opportunities available, right on our own doorstops, if we better engage with the Chinese communities that have already decided they love Australia so much that they want to move here.
With all the current negativity, I really do believe that the tourism industry can play a positive role, by bringing people together and appreciating other cultures. Isn’t that what travel is all about? What are your thoughts?
But if we are going to engage better with Chinese communities in Australia and bring people together, we need to understand how to reach them. Wanning Sun, a professor at UTS, recently wrote about Chinese language media in Australia and the opportunities they present:
For business sector wishing to access the Chinese market, it is crucial to target Chinese social media platforms (in particular, WeChat) to explore business opportunities and seek to expand clientele in the Chinese community (in both Australia and mainland China) by recruiting bilingual staff or engaging specialist consultants with relevant linguistic, cultural and technological skills and knowledge.
So, what are those social media platforms you ask? Well, they’re not the ones we’re used to in Australia. Today I saw a really great illustration of all the different Chinese digital marketing platforms, comparing them with what is used in Australia, at the China Australia Milennial Project’s See the Future: China Innovation Update. So I’m sharing it with you today, with permission from Sinorbis. Next week I’ll try to dissect it a bit more for you.
To find out more about Chinese digital marketing and how your business can engage with Chinese communities in Australia, get in touch for a free consultation.
I hope you enjoy this week’s Round-Up.
Australia and New Zealand focus:
- Sky’s the limit for Qantas in China (paywall): Qantas senior executives say there are big opportunities for the flying kangaroo in the wake of an “open skies-style” deal between Australia and China, even as Chinese airlines expand their operations here. Alan Joyce: “Every Chinese visitor that comes in takes between two and three trips domestically … What’s great about the Chinese market is it goes everywhere.” Meanwhile, Qantas is also captalising on the popularity of Kangaroo Island with Chinese tourists by offering direct flights from Adelaide and Melbourne during the peak summer period.
- Pacific Fair retailer urges Gold Coast to look after tourists from China and sales will flow: A shoe store manager who recently schooled up on Chinese etiquette and a few phrases said it was helping boost her bottom line. Grace Smith, manager of M Dreams in Pacific Fair, said it was remarkable how much of a difference it made with Chinese customers by observing cultural niceties and employing a few basic words such as hello, goodbye and thank you. (PS – learn them here!)
- Chinese influencers promote New Zealand destinations: A new tourism campaign featuring Chinese film director Wu Ershan and novelist, wine, and food broadcaster Shu Qiao aims to lure more Chinese visitors to Wellington, Nelson, Tasman, and Marlborough regions launches this week in China.
- Is China Ready for a Budget Air Travel Boom? AirAsia Is Betting on It (paywall): China’s growing ranks of middle-class consumers love to fly, putting the nation on track to surpass the U.S. as the world’s biggest airline market within the next decade. But they won’t find many bargains – budget airlines carry just 7% of domestic fliers in China. Air Asia is hoping to shake that up by opening a unit in Zhengzhou.
- Chinese Millennials Are Still Coming to Paris, But How Do They Shop? Chinese millennials, aged 26 to 35 years old, made up 54 percent of travelers to France last year. Thanks to digital tools like WeChat and travel apps, these young and affluent Chinese travelers appear increasingly more independent in their travel planning, and are well-versed in the latest fashion trends and cultural and lifestyle events.
- Hurun Report: Europe and Southeast Asia remain most preferred destinations for China’s super wealthy: In the past year, Chinese luxury travelers have gone abroad an average of 3.3 times and stayed for an average of 27 days, with tourism in that class increasing 5 percent to reach 69 percent.