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Marketing to Chinese Outbound Tourists: Towards Normalization.

By Pierre Gervois, Founder & Publisher of the STC magazine, CEO of China Elite Focus Magazines LLC (New York), keynote speaker and expert about marketing to outbound Chinese tourists.

In 2005, I had the first conversations with executives in luxury hospitality groups about the importance of improving the welcome for their first Chinese guests. I knew they used to receive a very poor quality of service, in large part because of the ignorance of the Chinese culture from the staff of luxury hotels, and also because of the persistence of stereotypes about Chinese travelers.

The General Managers of five star hotels I talked to from 2005 to 2007 told me more or less the same thing “Chinese tourists don’t stay in five star hotels”, and, as a consequence, they did not see the point of investing resources to improve the service for their Chinese guests.

Today, these same hotels advertise in the STC magazine and ask us to define their marketing strategy to attract more of high-spending Chinese guests and offer them the best possible service.

Things have obviously changed over the last ten years.

To better understand the way Chinese outbound tourism has dramatically changed over the last decade, let’s go back fifteen years ago, in the early 2000’s.

I would define three periods to describe the evolution of Chinese outbound tourism:

From 2000 and 2005, most of Chinese outbound travelers were business travelers traveling in official delegations to attend to trade shows and official business meetings in Western Europe and in The United States. At that time, it was nearly impossible for individual Chinese leisure travelers to obtain an independent leisure visa for Europe or the U.S., and the only way to have holidays overseas was to travel in the famous (or infamous) group tours organized by Chinese State-owned outbound travel agencies, in partnership with selected destination management companies in their country of destinations.  Basically, their passports were confiscated by travel agencies during their trip in coaches and low quality hotels, which is not a very enticing way to travel.

Gervois magazine - The new travel magazine for millennials travelers in the United StatesI talked with many of these first Chinese leisure travelers between 2000 and 2005, and they told me how displeased they were by the very poor quality of their travel experience, and how their feelings were hurt by the stereotypes who were widely spread within the travel industry: Chinese tourists were supposed to love to travel in coaches, were allegedly obsessed with discounts, and would prefer to stay in one star hotels. In fact, my Chinese friends were at that time willing to be free to explore a country on their own, were searching high quality – and expensive- travel experiences, and were particularly fond of nice suites in five star hotels. Basically, like a lot of affluent western travelers.  But not of a lot of travel and tourism professional understood and even listened to them at that time.  You were a Chinese tourist?  Then you had to fit in a certain category of negatively stereotyped traveler. Period. In some cases, that was very close to segregation, and surprisingly, very few western travel & tourism professionals realized how painful and sometimes humiliating it was for Chinese leisure travelers.

From 2005 and 2010, The travel and tourism industry started – slowly – to give up on stereotypes concerning Chinese travelers, and at a slower pace to gradually improve the service for Chinese travelers.  Some hotel chains started to offer in-room Chinese tea (It took several years of studies and commissioned researches for hoteliers to take such a simple and inexpensive step), or started to recruit a few Chinese speaking staff members.  But the industry did not yet understood where the core problem was: the structural inability of both the outbound travel agencies (OTA’s) and destination management companies (DMC’s) to understand this massive change in international outbound tourism.  In less than ten years, faster than in any other country in the history of international leisure tourism, a group of outbound travelers was growing at an impressive and never seen rate, from 5 million in 2000 to 57 million in 2010. With old fashioned organizations, Chinese OTA’s could not offer the kind of service that the new generation of Chinese travelers wanted from them: a good understanding of international travel opportunities.  On the other hand, DMC’s in Europe and the U.S. were still stuck in their preconceptions about Chinese leisure travelers and kept offering the same standardized programs (Traveling in coaches from a discount shopping mall to another and sleeping in very low quality hotels), that were by the way never favored by the Chinese travelers themselves.  But their advice was never solicited.  That was before the social media era.

Around 2008, the first social media networks started to become popular in China.  And yes, I remember the time (somewhere in 2008), where Facebook and Twitter were freely accessible in China. With the launch of Weibo in 2009 and dozens of other Chinese social media networks, Chinese outbound travelers started to post stories about their experiences about their overseas travel, and make comments about hotels (since 2008 with the launch of DaoDao, the Chinese version of TripAdvisor). I frequently read translations in English of comments written in Chinese Mandarin about famous luxury hotels in New York, London or Paris, and the first comments and reviews were incredibly negative. Most of them expressed how the staff of these famous hotels lacked of respect with their first Chinese guests, and did clearly offer them a second-class experience compared to other guests from western countries. I was also surprised to see that nobody in these hotels made the effort to request a translation of comments made by their Chinese guests and analyze them.

From 2008 to 2010, the first travel destinations, travel agencies and hotels started to realize that they needed to communicate properly with Chinese outbound travelers, but very few marketing options existed. China Elite Focus was historically the first digital marketing agency (founded in june 2008 in Shanghai) who was exclusively specialized on digital travel marketing for affluent Chinese outbound travelers, with a unique focus on luxury destinations.  The launch of China Elite Focus was followed by a flurry of creation of other independent digital marketing agencies in China, Europe and the US, and defined all together an entire new marketing category: digital marketing to Chinese outbound travelers. The quick development and the popularity of Chinese social media networks as well as the first digital campaigns to promote international travel to Chinese potential travelers contributed critically to a better connection between travel operators worldwide and the emerging category of young and affluent Chinese first-time outbound travelers.

But access to the information was still a big issue, specifically for high spending travelers: From China, how to know what is the best hotel in New York you absolutely want to stay in? What is the best exclusive golf course in Scotland? How to book a table in the Paris’ finest restaurants?  No curated information was available at that time in Chinese Mandarin.  The existing travel magazines published in China did not had such sophisticated informations, and no website existed. That is the main reason we launched the Shanghai Travelers’ Club magazine (or the STC magazine) in 2009 as an electronic newsletter and since 2012 as an iPad & iPhone digital publication.

From 2010 to 2015, all the elements of the complex puzzle were in place: a dynamic social media network environment in China, the emergence of digital only Chinese travel agencies using extensively social media, the growing desire of Chinese travelers to discover foreign countries, and the understanding by western travel, tourism and retail companies that, yes, this is it, Chinese travelers are the world’s biggest spenders and the #1 group of Chinese outbound travelers. This is an interesting period where we saw two different categories of Chinese travelers intersecting on different paths. Senior travelers, mostly top executives of large Chinese companies who reward themselves after a life of hard work with a once or twice a year luxury international travel experience, and their children, in their early twenties, who quickly become frequent global travelers (six to ten times a year), and end up spending more than their parents in travel and shopping.

One of the important reason for the exponential growth of Chinese outbound tourism (120 million in 2015) is luxury shopping, and in particular the desire to have a genuine shopping experience. Buying a Gucci bag in Milan, a Louis Vuitton suitcase in Paris or a Tiffany diamond in New York was seen in the early 2010’s as a necessary sign of social status for the young and affluent generation. International luxury brands understood too late this trend and hastily opened too many stores in China in this period, many of them with more sales associates than Chinese customers. (They are now closing stores and start to focus on improving the customer relations at their flagship stores in the US and in Europe for Chinese shoppers.)

GERVOIS magazine Advertising and sponsored content opportunitiesOn January 19, 2012, President Obama issued the “Executive Order #13597” who had a major impact in Chinese outbound travel.  This decision had to major consequences:
First, “to increase nonimmigrant (i.e. tourists) visa processing capacity in China by 40% over the coming year”, meaning allocate more human resources at U.S. consulates in China in order to be able to review and process more leisure visa requests.  Second, “to ensure that 80% of nonimmigrant visa applicants in China are interviewed within 3 weeks of receipt of application”, meaning to allow a much faster process for individual Chinese tourists planning holidays in the U.S..  This rather technical Executive Order created a psychological change in the perception the United States as a  luxury holidays destination by Chinese travelers.  Previously more considered as a business destination, the U.S. were seen as of the beginning of 2012 as a much more “tourist friendly” destination by the Chinese, and they started massively to consider to spend holidays in this country, who appeared as newly opened to them. We saw a surge in requests on Chinese search engines about “travel and holidays in the US” in the first half of 2012, and the U.S. travel and tourism industry operators started to feel the economical benefits of an increased influx of Chinese leisure visitors as early as the summer 2012. (1.5 million Chinese visitors came to the U.S. in 2012, 3.1 million are expected for 2019).

In november 2014, China and the United States negociated a reciprocal agreement to extend the validity of tourists visas up to ten years (multiple entries).  It means that since november 2014, a Chinese tourist with a valid tourist visa to the United States can keep this visa for up to ten years, with multiple entries. That is very close to the “Visa Waiver program” with european tourists, and has strongly encouraged Chinese travelers to choose the U.S. over Western Europe destinations, who do not offer tourists visas with such a long validity for Chinese visitors.

At the end of 2015, We could say that 80% of tourism offices, hotel chains, retailers, and airlines had in place elements for a marketing strategy focused on Chinese tourists, even a modest one. What a change if we compare to 2005, where virtually less than 5% of them had a strategy in place.

Today, what could be the trends for the years to come? The first world that comes to my mind is normalization. For the last fifteen years, travel and tourism marketers considered Chinese tourists as a kind of “exotic” category of international traveler, with all the stereotypes and preconceptions attached. Now that more than 100 million Chinese travelers discover the world every year in virtually every country on the planet, tourism and travel professionals have a much better understanding of what the most important group of tourists really want.  And it’s – how surprising – exactly what Americans and European travelers want when they travel abroad: A carefully curated travel experience, nice hotels, local cultural and food discoveries, and the possibility to choose, alone, what to do during the day. Before starting a marketing campaign focused on Chinese outbound travelers, it’s now time to have the exact same mindset that for a marketing campaign targeted at any other nationality of tourists. And, please, forget about the stereotype of the Chinese traveler allegedly only interested by discounts. They are not. They want quality, sophistication and authenticity.  And they know it doesn’t come cheap.

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Luxury hospitality guru Pierre Gervois on how to cater to Chinese tourists in the U.S.

Watch Pierre Gervois’ exclusive interview for China News

Pierre Gervois - TV interview for China News 2016

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More content about luxury travel to the United States in 2016 in the prestigious Shanghai Travelers’ Club magazine

Shanghai Travelers' Club magazine coversThe Shanghai Travelers’ Club magazine, the Chinese language publication read by China’s Elite global travelers has disclosed its much anticipated 2016 Editorial calendar yesterday. And clearly, Affluent Chinese travelers love the United States! According to Pierre Gervois, the New York City based Publisher and Editor-in-Chief of this publication “The new generation of Chinese business travelers have clearly chosen the United States as their strategic country for their business browth. We have seen in the past two years a very strong interest from Chinese corporations – and wealthy Chinese invividuals- to invest in the United States. The more they come to the U.S. for business, the more they tend to come back with their family for a U.S. luxury leisure experience”

It’s no more just about luxury shopping: Philanthropy and real estate investment are also hot topics. The January 2016 issue will have “Philanthropy in America” as its main feature. “Many Chinese CEO’s residing in the U.S. are willing to create their own philanthropic foundations in America, as they used to do in China. We’ll publish stories to help them to understand how to create a charity organization with all the necessary partners: banks, wealth management advisors & attorneys” added Pierre Gervois.

Driving a vintage 1960 Cadillac on Road 66 is also part of a true luxury American experience. (You can also rent a brand new Cadillac SUV). The march 2016 issue will feature a “Luxury road trip to America” story. Ralph Lauren ripped Jeans, Louis Vuitton beaten up keepall bag, vintage Rolex, Room 101 skull necklace, a motel with neon signs, this is America.

After the success of the September 2015 men’s fashion issue “The Gentleman Traveler”, The September 2016 issue will also feature a Men’s fashion special edition, with in depth stories about America’s best fashion designers. “Having a tailor made business suit made in USA makes a statement for Chinese global business executives” said Tyron Cutner, the Shanghai Travelers’ Club magazine Men’s Fashion Editor.

Real Estate is probably the hottest topic for Chinese travelers. They invested $22Billion in real estate last year (including the $2Billion Waldorf Astoria building and it’s growing fast. Very fast. The november 2016 issue will feature the most expensive houses and apartments in the United States ($15M+), as well as profiles of New York City best real estate attorneys  and U.S. interior architects.

“Winter Holidays in the American West” will introduce snow experiences in the American West: Colorado, Nevada or Arizona are beautiful in winter time and very desirable destinations for Chinese frequent travelers to the U.S. who had already visited New York and Los Angeles multiple times and want to experience a truly authentic American Christmas time.

Request the 2016 Editorial Calendar & Media Kit of the Shanghai Travelers’ Club magazine here.

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From Hipster To Horseback: According to Pierre Gervois, Publisher of Luxury Hotels of America magazine, Chinese Luxury Travelers Demand Authentic Experiences

Pierre Gervois, Publisher Luxury Hotels of America - China Elite Focus

Pierre Gervois, Publisher of Luxury Hotels of America, New York, October 2014

As China’s outbound tourist market rapidly expands, high-end hotels and retailers across the world are vying for the business of this important group. In the United States, one company on the front lines of this trend is China Elite Focus, a New York-headquartered, Chinese-language publisher that has been producing luxury travel magazines for Chinese readers since 2008. With content focused on destinations, hotels, cuisine, retail, and philanthropy, the magazines were created to meet demand by moneyed Chinese travelers for content on authentic, upscale experiences.

In order to learn more about how China’s luxury outbound travel market has evolved over the past six years, we talked to China Elite Focus CEO and Publisher Pierre Gervois about the changes he’s seen in Chinese travelers’ taste. Read below to hear his thoughts on Chinese travelers’ interest in getting a taste of American culture, the decline of the Chinese “100 percent shopping trip,” and how this fall’s Golden Week fared for U.S. luxury businesses.

What inspired you to start China Elite Focus?

In 2008, after having served as the president of a consulting company specialized in foreign investments in China, I decided to start a new publishing company and to publish high quality luxury travel magazines in Chinese Mandarin. A lot of my Chinese friends complained to me that they could not find any publication in Chinese language with curated and sophisticated content for their outbound travels. So our mission, from the beginning, was to bring to them beautifully written travel stories about the world’s most spectacular and exclusive experiences. I’m very proud of the job we have done with our team of very talented travel editors, lead by our Senior Travel Editor, Elaine Ke. Today we publish there magazines: the Shanghai Travelers’ Club, Luxury Hotels of America, and American Philanthropy.

How is the content of your magazines tailored to a Chinese audience?

All the content of our publications is written at our Shanghai office by Chinese editors. We do not translate from English an existing article; we produce our own original content. We are in constant exchange with our readers through Weibo, and we know what kind of themes or destinations they want to read stories about. For example, we have noted a strong interest for travel to the United States over the past year, and we have increased the stories about luxury travel experiences in the United States.

We’ve been reading a lot about how wealthy Chinese travelers are becoming more interested in “experiential” travel rather than just basic shopping and sightseeing. Have you noticed this trend growing among your readers?

That is true. The time of the “100 percent shopping trips” is done. The new generation of affluent Chinese outbound travelers is now very mature, extremely well-informed, and wants to discover new experiences, off the beaten tracks. We have published stories about horseback riding experiences in the Nevada desert in Luxury Hotels of America which had great success with our readers. Chinese shoppers tend now to plan much more carefully and in a very sophisticated way their shopping plan abroad. They are looking for more limited-edition items of lesser-known brands they have discovered on social media networks, rather that already well-known global brands, who have saturated the market with products over-marketed to Chinese customers.

One of your magazines focuses exclusively on luxury hotels in the United States. Which U.S. hotels are the most popular with Chinese travelers at the moment?

Luxury Hotels of America features in particular historical hotels, or hotels with a connection to the American culture. The kind of U.S. hotels that Chinese travelers like are boutique hotels, lodges, and ranches with a connection to nature and wildlife. We have seen a significant shift from standardized, large-size hotel chains to much smaller hotels offering a personalized experience. In New York City, we have seen that hotels in Brooklyn, built in former factories, in “hip” neighborhoods were a great success with Chinese travelers, as well as properties in the American West, offering a genuine local experience.

How was this season’s Golden Week for luxury hoteliers and retailers in the United States?Gervois Rating Banner 01

We have recently discussed with several well-known retailers in the United States, and they have been surprised by the evolution of the shopping behavior of Chinese customers and their use of social media to compare brands and know exactly where to buy. It was not uncommon for them to see Chinese customers with their iPads and mobile phones texting to their friends about brands and retailers. The digital integration of the shopping experience is now extremely important and mobile payments such as the Apple Pay will definitely be very popular with Chinese shoppers in the United States. Since the beginning, we have integrated our content with social media, and we are very pleased with this trend.

What are some ways in which U.S. luxury businesses are doing a good job of reaching and serving Chinese tourists? What are some ways in which they can improve?

U.S. luxury brands and luxury hotels can do much better! They are doing all right, and have a big margin to improve their relations with Chinese travelers on the three following points:

-No more stereotypes about Chinese tourists. A lot of U.S. hospitality, tourism, and retail companies still create marketing campaigns with the stereotype in mind of group tourists traveling in coaches, staying in cheap hotels, with entirely pre-arranged shopping programs. Most Chinese travelers do not want to travel this way anymore and choose themselves their hotels and their shopping experiences, without the help of travel agencies.

-Chinese travelers to the United States are looking for a genuine American experience. Some U.S. hotel chains have developed programs specifically for Chinese travelers with rooms decorated in a Chinese style, offer Chinese food only, and entertainment programs linked with Chinese culture. This is exactly the opposite of what Chinese tourists really want. They write to our editors and complain with us that they want to find a real American experience in hotels, not a “fake” Chinese experience! They have traveled for thousands of miles to have a taste of American culture and civilization.

-A more sophisticated and thoughtful marketing strategy with Chinese customers. U.S. luxury brands must understand that, in order to sell to Chinese tourists in the United States, they must start to promote and do branding in China, with specialized digital media targeting Chinese travelers planning their trip to the United States. It’s too late and very little effective to promote their brands in printed magazines or tourist guides distributed in airports or hotel lobbies, because the purchase decisions have already been made several weeks ago, in China. Digital native advertisement (sponsored content) is also very effective to create brand awareness. Chinese customers are early adopters of the newest technologies, and old-school marketing does not work and looks “uncool” to them. Social media integration and sponsored content are the two pillars of a successful campaign with Chinese tourists coming to the United States.

Source: Jing Daily

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American Philanthropy, new magazine for wealthy Chinese interested to donate to U.S. Philanthropies and Charities

American Philanthropy First Issue CoverChina Elite Focus Magazines LLC, the leading publisher in luxury travel and lifestyle magazines for affluent Chinese travelers, announces the official launch of its latest publication “American Philanthropy”.

“We know that a significant part of our readers of both publications, Shanghai Travelers’ Club and Luxury hotels of America are Chinese businessmen who are currently involved with philanthropies in China and that they are also interested to continue their involvement with charities and philanthropies in the United States,” said the CEO and publisher, Pierre Gervois. “That’s why we felt the need to launch a new publication, focused entirely on philanthropic issues along with curated lifestyle content about the United States.”

American Philanthropy magazine will feature exclusive articles about America’s most influential philanthropic organizations as well as profiles of American Philanthropists. The first issue introduces organizations such as New York Community Trust, National Philanthropic Trust, Bed Stuy’s Project Re-Generation and Graham Windham to highly affluent Chinese businessmen and donors. A renowned New York philanthropist – Nancy Heiser, also vice president of wealth management at UBS Bank, has the honors of the first cover story.

American Philanthropy magazine specifically caters to the new generation of international Chinese business executives doing business with the United States. This publication is available on all platforms such as iPad, web and on China’s most important social media network, Weibo.

“ Chinese business travelers coming to the United States want to have access to sophisticated information and this is not easily available in any Chinese publication or not available at all – until now,” said Pierre Gervois. “This magazine will give them insights on the crucial role of philanthropy in the United States, as well as its connections with politics and business.”

“American Philanthropy offers excellent advertising opportunities for U.S. companies interested in reaching to highly affluent Chinese businessmen planning or already doing business in the United States,” said Janavi Kothari, Advertising Sales Representative of American Philanthropy. “This publication is so far the most targeted magazine published in the U.S. with an unique readership of prominent business owners and top Chinese international executives.”

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Founder of One of the Top Travel PR Firms Named Editor-At-Large for Luxury Hotels of America magazine

Luxury Hotels of America - Lorraine AbelowAs the head of one of the country’s top travel PR firms, I am constantly tracking continuing and emerging trends influencing the hotel and travel industries. I am pleased to announce that following a recent meeting in New York City with Pierre Gervois, CEO of China Elite Focus, I will be joining his team as the new Editor-at-Large of the prestigious magazine, Luxury Hotels of America.

Read by over 40,000 affluent and independent Chinese travelers, Luxury Hotels of America is a quarterly iPad only publication published entirely in Chinese language and focused exclusively on travel to the United States. It is the go-to source of information for the new generation of affluent Chinese outbound tourists planning a leisure and shopping trip to the United States.

In each issue, I will be discussing a recent trend in America’s most historic and unique boutique hotels. Our hotel PR firm understands the importance of properties appealing to the growing Chinese affluent class and their specific travel interests and needs. I look forward to bringing news on the hottest places to stay, shop and play in the US to this growing audience of Chinese tourists.

Bringing My Experience Running a Hotel PR Firm to a New Audience

From the most tech-savvy guest experiences to over-the-top shopping concierges and private jet transport, I will uncover the best travel secrets to appeal to the Chinese desire for over-the-top, luxury accommodations and shopping experiences.

With over 30-years of experience leading a top travel public relations agency, I am often approached by publications seeking insight into how the most exclusive hotels around the world are adapting to draw the interest of different markets. I am particularly thrilled to be working with a publication that is entirely focused on such a substantial and meaningful share of today’s travelers, the Chinese. In fact, the number of Chinese tourists visiting America each year only continues to grow at exponential rates.

At our PR agency, we work with our clients to find creative ways to attract and meet the demands of travelers from different backgrounds. I want to thank Pierre Gervois for giving me this opportunity to share my knowledge and in turn grow through direct interaction with Chinese tourists!

I am excited to share my travel industry expertise in encouraging the Chinese to explore the United States’ best historic inns, unique hotels, lush resorts and jet-set shopping destinations.

Lorraine Abelow

CEO, Abelow PR

Reproduced with permission from www.abelowpr.com

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New York City luxury retailers are waiting for more wealthy Chinese shoppers

Over five days in January, a group of visitors to New York was treated to a private concert with the pianist Lang Lang at the Montblanc store, cocktails and a fashion show attended by the designers Oscar de la Renta and Diane Von Furstenberg, and a tour of Estée Lauder’s original office. They were not celebrities. They were not government officials. They were Chinese tourists with a lot of money.
Though luxury brands started opening stores in Beijing and Shanghai years ago, Chinese shoppers still spend more on luxury products abroad than they do at home, according to the consulting firm Frost & Sullivan. Price is the major reason: Because of China’s taxes, luxury products are about a third cheaper in the United States and elsewhere.
European luxury stores have been catering to Chinese tourists for years. Now high-end retailers in the United States are pulling out their Mandarin phrase books and trying to convince Chinese visitors that Americans can do luxury, too.
“What started as a trickle has now become a flow,” said the vice president of the antiques store Macklowe Gallery, Ben Macklowe, who recently sold a Tiffany lamp that cost in the low six figures to a Shanghai visitor. “There’s been prosperity across so much of Asia that you’re starting to see it much more in the profile of the tourist on Madison Avenue.”
A record number of Chinese visited the United States last year — nearly 1.1 million — and the country accounts for one of the top-growing tourist groups here, according to the Commerce Department. The number of visitors is expected to almost double by 2014, according to the U.S. Travel Association. Chinese visitors spend about $6,000 each on every visit here, versus the $4,000 that visitors from other countries spend on average, the association says, and their top activity is shopping.
Although some tourists spend money on Disney trinkets and at the outlet malls they have traditionally frequented, luxury brand purchases are surging in part because American stores carry a broader range of products than their counterparts in China, said Julia Zhu, consulting director for Frost & Sullivan.
Tiffany, which made almost a quarter of its United States revenue last year from foreign tourists, has added Mandarin-speaking sales staff to its major stores, as has Burberry, where more than half of sales at its flagship stores are to tourists. Representatives from Tourneau’s Manhattan office recently accompanied New York City officials on a visit to China to encourage more tourism in the city.
The very popular Chinese social media network “Niuyue Mag” (纽约志), used by the young and affluent Chinese tourists preparing their trip to New York City had also a role in promoting the Big Apple as a major luxury shopping destination. According to Sandra Ming, analyst at China Elite Focus, “the impact of Niuyue Mag has been tremendous as it’s for now the only one media available in China exclusively about the planning of a shopping trip in New York City”
At its United States stores, Montblanc sells Year of the Dragon pens and has staff members who speak Mandarin and Cantonese. It is also printing Chinese-language brochures about its products and selling wallets sized for Chinese currency.
Despite having more than 100 stores in China, Montblanc is going after Chinese shoppers on vacation abroad. “Yes, we are in the major cities, but when you travel, you’re in the mood to enjoy and experience the moment,” said Jan-Patrick Schmitz, chief executive of Montblanc North America. “We certainly will do more and more marketing toward them.”
Retailers in the United States lag behind other countries. Part of that is because of visa issues; it is easier for Chinese residents to get visas to Europe. High-end American retailers like Saks Fifth Avenue and Bloomingdale’s are urging the government to speed up the process here. President Obama said in January that he planned to increase visa-processing capacity from emerging markets like China and Brazil by 40 percent this year.
The American stores also have to overcome an idea that luxury can come only from the old world.
“The European brands, they see prestige, history, heritage,” said Sunny Wong, group managing director of Trinity, a company that owns and operates high-end European retail brands in China. American brands, by contrast, are seen as “contemporary, lifestyle” rather than pure luxury, he said.

American retailers are racing to prove Mr. Wong wrong.

Source: http://chinesetourists.wordpress.com

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