Tag Archives: The STC magazine

Wealth, Luxury and Poverty in America: How Should Media Cover These Stories?

Pierre Gervois, recording The Face of America interview series in New York City, Sept 2018- Photo by EFDLT Studio

Pierre Gervois, Producer of “The Face of America” interview series. (Photo: EFDLT Studio)

For the past thirteen years, I have worked as a media entrepreneur and producer, serving the luxury industry in Paris, Shanghai and New York City, producing luxury digital publications for the very affluent Chinese global traveler. I have managed international teams of marketers, editors, bloggers, photographers and community managers to build successful communications campaigns in more than twenty countries for a variety of clients, private and governmental organizations, willing to attract High Net Worth Chinese travelers to their country, region or hotel.

I have met outstanding individuals in the luxury goods and luxury travel industry, incredibly skilled artisans who are making beautiful objects with their hands and heart, innovative entrepreneurs who are breaking the rules and reinventing luxury, and countless hotel executives who warmly welcome their guests in the new generation of boutique hotels.

I have learned to understand the new generation of affluent Chinese outbound tourists, what they really wanted (vs what the travel industry assumed they want to do), and how they felt routinely disrespected in Europe or in America, dismissed as second-class travelers by the luxury travel and hospitality industry.

I published several luxury lifestyle and travel magazines in Shanghai and New York City (including the acclaimed STC magazine) and featured more than five hundred luxury lifestyle stories, working with very talented journalists, and in particular Elaine Ke, Managing Editor of the STC magazine.

I have given speeches and lectures about international luxury travel marketing at Universities and at corporate events and always felt grateful for the opportunity to exchange ideas with students and fellow professionals.

It has been a rich professional and personal experience. Thank you to all of the wonderful people I have met over these years, from the clients who trusted me to the great individuals who composed my team, and without whom I would not have achieved such successes.

I have lived in New York City for the past five years, and now consider it my true hometown. NYC is by far my favorite city in the World, for one reason: the entire world meets here, in this city created and run by immigrants, bringing their ideas, cultures, languages and foods in this happy melting pot.

As the Founder and Publisher of Gervois magazine, I have seen wealthy individuals buying very expensive jewelry, watches, apartments, as a result of the marketing campaigns my company has created and it’s a good thing: that means more jobs in the jewelry, watchmaking, retail, and real estate, and potentially more money for philanthropic causes.

I have also seen hard working Americans with not enough money to feed their families, dads and moms without a job having a hard time to come back home and face their children, individuals discriminated for their race, gender or sexual orientation, and courageous immigrants -from China and all over the World- struggling to fully embrace the American dream.

I know we are, as business professionals and entrepreneurs, supposed to remove our emotions out of the equation and always think in terms of return on investment, business credibility, and project an emotionless and politically correct image of ourselves. This is specially true in the luxury industry where talking about social issues, hunger, poverty or racial discrimination is largely taboo.

I cannot change the World alone, and there are in New York City hundreds of very talented and very experienced philanthropists, activists, social entrepreneurs and dedicated elected officials.

As a privileged media entrepreneur fully conscious of my privilege, I decided that the best course of action for me, although modest and certainly limited in scope, was to help to create awareness about issues that really matter to me.

One year ago, our production company launched an indie, experimental YouTube channel Legit News based out of our Brooklyn studio. The first program we created was named The Face of America, an interview series.

Since October 2017, I had the pleasure to interview outstanding individuals from diverse backgrounds, who came to our recording studio to tell their own stories and share with us how they were working to make America a better place, one small step at a time.

We have explored multiple aspects of American society: social discriminations, race relations, LGBTQ issues, 2nd amendment, poverty, religious issues and women’s empowerment.

This interview series has changed me profoundly.

What I never told to the first persons I have interviewed is that I have no formal training in hard news journalism, and no experience in interviewing people. I was really scared when the camera was rolling and I had to conduct the interview. I was also ashamed of my strong foreign accent, and having sometimes to repeat questions as they were formulated in my imperfect English. (Most of my English vocabulary revolves around the luxury world, and I’m poorly linguistically equipped to talk about complex social issues).

I want to thank all the persons I have interviewed. They opened their heart, trusted me, and frequently went well beyond the context of a formal ten minutes interview. I felt sometimes I was not supposed to witness the incredibly intimate stories they were sharing with me, drifting away from the main topic of the interview.

I remain a proud media entrepreneur working in the luxury industry.

And I’m even prouder of sharing inspiring stories in The Face of America.

Pierre Gervois

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GERVOIS magazine now distributed to wealthy Chinese travelers members of the Shanghai Travelers’ Club

Wealthy Chinese travelers place the United States as their #1 travel & real estate investment destination.

GERVOIS magazine, a New York City based magazine, has been selected to be the new preferred global travel publication of the prestigious Shanghai Travelers’ Club, and is now distributed to its members.

Shanghai Travelers' Club - Gervois partnership announcement March 1st, 2018

GERVOIS magazine is proud to follow the steps of the iconic STC magazine, the Club’s own iconic travel magazine that has been published from 2008 to 2017.

Founded in Shanghai in 2008, the Shanghai Travelers’ Club is China’s most exclusive international luxury travel club for discerning Chinese global entrepreneurs and executives seeking experiential & authentic travel discoveries.

Its 12,000+ members have an average annual income of US$580K, travel overseas on average four times per year, and spend on average US$63,500 per year during their travels. 23% of them have invested in real estate internationally. Excluding their real estate investment abroad, they collectively spend & invest more than US$700M per year in travel related expenses.

As the vast majority of Chinese high net worth individuals who travel frequently overseas is now speaking Engligh fluently, the Shanghai Travelers’ Club members felt the need to partner with an English language luxury travel magazine.

The club has selected GERVOIS magazine for its acclaimed editorial content, featuring exceptional hotels, men’s fashion styling ideas, art investment, real estate investment, and their iconic travel photoshoots made by the New York based famous travel photographer EFDLT studio, Director of Photography.

Starting with the Spring 2018 issue, released on March 16th, GERVOIS magazine will proudly partner for the years to come with the Shanghai Travelers’ Club and invite its Chinese members to travel and discover the United States and the World in style.

More informations about GERVOIS magazine:
http://www.gervoisrating.com/shanghai-travelers-club/

More informations about EFDLT studio, Director of Photography:

http://www.efdltstudio.com/

https://www.instagram.com/efdltstudio/

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Chinese tourists don’t just duty-free shop in the U.S.: They also invest in real estate ($100 billion in 2016)

Wealthy Chinese family searching a home in the U.S. - China Elite FocusThe number of Chinese tourists traveling the globe has increased significantly for the last ten years, making them the largest group of travelers in the world. Now, thanks in part to a recent agreement between the U.S. and China to extend visas for short-term business travelers, tourists and students, the U.S. could see an increase in Chinese travelers in the near future.

This trend is supported by research from the latest Chinese International Travel Monitor (CITM) from Hotels.com which reveals the U.S. is the second most popular destination for Chinese travelers to visit in the next 12 months (behind France), with popular U.S. landmarks like the Grand Canyon and the Statue of Liberty topping travel wish lists.
The CITM research also identifies that, while cities in Asia Pacific remain the most popular (82 percent of Chinese travelers have visited in the past 12 months), visitors to Europe and America have increased with a year over year growth of 25 percent and 11 percent, respectively. These destinations were particularly popular with millennial travelers, with 42 percent visiting Europe and 29 percent visiting America in the past 12 months.

“The CITM reveals that the United States is one of the top five countries Chinese travelers visit the most,” said Josh Belkin, vice president and GM of the Hotels.com brand. “With tens of thousands of places to stay across the U.S., like distinctive boutiques, spacious vacation rentals and familiar chains, our site and mobile app have the perfect places for Chinese travelers of all ages and lifestyles.”

In 2016, there were 122 million outbound Chinese tourists – four percent more than in 2015 and a massive 74 percent more than in 2011, when the first CITM was published. China is already the largest source of international travelers for many countries – despite the fact only 10 percent of the population had passports in 2016.

“Chinese travelers in the United States tend to be more affluent than those who choose other destinations”, said Pierre Gervois, CEO of China Elite Focus Magazines LLC and Founder of the STC magazine, a luxury travel digital publication in Chinese Mandarin. “Real Estate investment in the United States is now the #1 real reason – and rarely stated in surveys – for affluent and wealthy Chinese outbound travelers, as they have acquired for $100 billion in U.S. Real Estate in 2016”

Source: CITM, hotels.com, STC magazine, Chinese Tourists Blog

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How Bloomingdale’s get it right with Chinese shoppers in NYC: They focus on the emotional connection, not on payment methods

Bloomingdale's Interviews -Shanghai Travelers Club May 2015 -7The growing purchasing power of affluent Chinese travelers is making it more important than ever for luxury brands and luxury retail brands to adopt marketing strategies to target them. With Chinese third-party mobile payment systems like Alipay and WeChat Pay beginning to set up shop in popular global tourist destinations, catering to this traveling consumer is becoming easier to do, but it’s not a brand’s only option.

Digital intelligence firm L2’s recent report “Cross-Border and Travel Retail: Connecting Digitally with China’s Shoppers” discusses ways brands can be targeting consumers online both during their journey overseas and before they set off.

“[Luxury brands] are under-serving the traveling Chinese consumer, whether it’s through their own brand site and its functionality and capability, their WeChat account, or from leveraging things like WeChat Pay and Alipay,” said Danielle Bailey, head of Asia Pacific Research at L2. “It’s a huge missed opportunity for them to not engage on these platforms that Chinese consumers are using all the time. Their phone is their number one travel accessory.”

Brands that do engage consumers digitally abroad with an omnichannel approach are using platforms like Alipay’s “Overseas Travel Channel (支付宝境外游)” to give travelers exclusive gifts, better exchange rates, or let them find deals near where they’re going, all within the app on their mobile device. WeChat’s website within an app feature gives consumers the opportunity to reserve a product online to pick up in a store and access store locators in their own language that they can hand to a taxi driver en route.
But about half of Chinese travelers are doing research on what they want to buy abroad before they leave, and luxury brands have been adopting strategies to target these consumers, according to L2.

Bloomingdale's Interviews with Chinese customers -Shanghai Travelers Club May 2015 -4In a dissent opinion, Pierre Gervois, Publisher of the STC magazine, a digital travel media in Chinese Mandarin, said “The most important for retailers is not the way Chinese shoppers are going to pay. It’s a technicality. Chinese Customers who want to make a purchase have plenty of options: Cash, credit Cards or WeChat Pay.  The really important thing to do is to convince them to choose a particular retailer”
“Too oftenly, we see U.S. retailers being obsessed by Chinese mobile payment systems when their strategy should be focused on branding their image to Chinese millennial travelers, and create an emotional connection with their future customers, based on their brand values”, Gervois added.

A good starting point is to provide an international store locator on their official online store in China, a strategy about 72 percent of brands employ. However, brands can also take it a step further by adding a Chinese-language travel retail site that let shoppers research the products, compare prices, read reviews, view maps that direct them to duty free shops, and even let them purchase the product online in advance so that they can simply pick it up at the airport if they’re in a hurry.
To help consumers find these pages, brands are paying for search term generated Baidu ads. L2 lists the efforts of beauty brands as an example—many brands pay for cosmetics-related key words, while others, like Lancôme, are taking a more travel-centric approach, targeting consumers researching phrases like “South Korean vacation.”

Some high end retailers, such as Bloomingdale’s, choose a more qualitative approach, and advertise in luxury digital travel publications about the U.S., like the STC magazine, available for mobile but also in digital inflight entertainment.

Bloomingdale's Interviews with Chinese customers -Shanghai Travelers Club May 2015 -3With a very creative advertising campaign created by China Elite Focus Magazines in New York, they organized interviews of actual Mainland Chinese customers while shopping at their Third avenue flagship store.  The story of six actual Chinese Bloomingdale’s customers has been published in the digital edition of the STC magazine: It has much more impact than buying keywords on Chinese search engines and directly talked to the heart of Chinese consumers.

While maintaining an engaging physical presence in airports and shopping malls is always important for marketing to the Chinese shopper abroad, brands that understand how to make the most of China’s digital sphere are likely going to more efficiently connect with Chinese travelers who are in the process of creating their luxury goods shopping list for their next overseas vacation.

Source: Jing Daily / Skift / Chinese Tourists Blog

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