With its natural beauty and laid back lifestyle, Australia has been and still is a top destination among holidaymakers. While New Zealand holds the number one foreign visitors to Australia for many years, it has seen stagnant growth. The country that’s making the most of their holiday down-under now is China. In this article, we will focus on the Chinese buyer mentality and shopping habits and how you can market to Chinese consumers locally and online to get your business China Ready.
As Chinese people get wealthier, they are shopping and traveling more and Australia remains one of their top destinations. As a matter of fact, China has overtaken New Zealand now as the number one foreign visiting nation in Australia with almost 1.5 million visiting last year .
Not only are they visiting more, they are also spending more. Research has shown Chinese spend more more than $8000 per trip, more than the UK and the US (http://www.abc.net.au/news/2016-07-15/chinese-tourists-spend-more-money-in-australia/7633736).
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Chinese tourists spend $2500 per trip on shopping and with its widespread counterfeit problem at home, Chinese visitors like to splash out on branded clothing and accessories. Organic foods and supplements are also a hit. It doesn’t matter if they can get the same brand in their country, they will always pay more for an identical product in Australia because they know they are getting the authentic product and not a counterfeit or a watered down version.
It’s not that Chinese are traveling to Australia more, it’s that they are generally traveling a lot more as a nation. Apart from Australia, the Chinese also love to visit France, the US, Japan and the Maldives.
Shopping holidays are common for Chinese people but at home, they are also spending up on Aussie products.
During the Chinese new year ( mid February), student holidays and Xmas time are when they tend to spend the most. However, the day they spend the most by far is Singles Day November 11th.
Is like Black Friday, Cyber Monday or Click Frenzy in that most retailer partake in nationwide discounts. The date November the 11th or 11.11 was supposedly for single people to indulge by spending on themselves but it has now turned into a national shopping event. Singles day is an online only event and it sets the record as the world’s largest online sales event in one day.
Chinese people love bragging rights. They like to flaunt their wealth especially in front of other people. It’s not necessarily an act of vanity but it is a cultural thing. Chinese have a proverb ‘ren yao lian, shu yao pi’ which translates to “people can’t live without ‘face’ or reputation just as a tree can’t live without it’s bark”. So it comes with no surprise that they like to shop when they are on holidays. They will splash out more on souvenirs to take back home than they will spend on tourist experiences here. This is because it’s in Chinese culture to buy souvenirs to curry favour for business and to show other people they’ve been to a particular place or destination. Don’t be surprised if you see Chinese tourists spending more time on taking and posing for photos than actually enjoying the event or attraction.
Now that we identified the spending power and some shopping habits of Chinese buyers, we can more accurately set up campaigns to target to them.