Luxury Market: "Money Is Not Willful" Into A New Trend

Trend 1:

Age and destination

Once upon a time, the impression that Chinese tourists gave to the world was that they wore the unified red hat of travel agencies and flocked out of the bus in crowds.

China's outbound tourism has been blooming in full swing.

Data from the global online hotel reservation network Hotels.com show that 70% of Chinese outbound tourists choose "self help tour".

Data from China Tourism Research Institute also show that Chinese tourists are getting younger and younger. Tourists under 45 occupy 90% of China's tourism market share.

Huang Zhuoyan, the Golden Guide of Nanhu international travel, told our reporter: "in the past 5 years, the outbound tourism has developed rapidly in China, and outbound tourism has accounted for half of all businesses (50%).

In addition, the main force of outbound travel is mainly 40~50 year old middle-aged people. Now 80 and 90 have joined the outbound tourism force, accounting for more than 40%.

Data from China Tourism Research Institute also show that Chinese tourists are getting younger and younger. Tourists under 45 occupy 90% of China's tourism market share.

In addition, with the increasing aging of the population, the number of outbound tourists is increasing. The age of 60 has become the absolute main force of outbound travel, followed by children and adolescents, because more parents are willing to take their children out for a walk and increase their knowledge.

Luo Biao said that the three trends of China's outbound travel are obvious: one is "from near to far".

As the line goes farther and farther, from Southeast Asia to Africa, and even South America and Antarctica, Chinese tourists begin to follow their footsteps; two, from "shallow to deep", they begin to take a deep view from the beginning to the next; three, "focus on quality", from ordinary regiment to high quality group.

Trend two:

Free travel and personalized travel

Itou Yasuhito, Consul General of Japan in Guangzhou, said that the latest statistics show that the number of Chinese tourists travelling freely in Japan has increased 8.9 times in 10 years, and the group tour has only increased 2.5 times.

Robin, director of Chinese affairs of the UK tourism board, has been working hard to promote Chinese travel to Britain for many years.

He noted that 80% of Chinese tourists began to travel to Britain through "free travel".

Robin said: "China's tourism market segmentation is very obvious. In order to understand the local culture, increasingly independent and smart Chinese tourists are looking for different destinations.

In the past, Chinese tourists went to London to see landmark sites such as Tower of London, Big Ben, The London Eye and so on.

Nowadays, the footprint of Chinese tourists is all over England, Scotland and Welsh. The picturesque countryside, all the British art galleries, castles and manor can find Chinese tourists.

In addition to sightseeing in Britain, Chinese tourists will also choose the "individuality Tour" project.

Robin told reporters that more than 5000 Chinese tourists chose to watch a Premier League match in England last year.

Some time ago, in order to watch the special trip to Australia, a lot of Chinese people, for this small town Brisbane housing prices rose by 40%.

For most Chinese tourists, Howard estate, located in the outskirts of Yorkshire, England, was originally unfamiliar. But after the wedding of Taiwan star Jay Chou in China, the castle was famous, and a domestic group came to visit it.

The manager of Howard estate told reporters that in the past few weeks they had received several groups of Chinese tourists.

Miss Li is one of the tourists who specially took a detour to visit Howard castle.

Due to the difficulty of finding a way to the manor, the castle was closed when the tour group arrived.

The leader of the regiment Zhu Zhu told the castle Manager: "we have come from China 10 thousand kilometres away to see this old castle."

Enthusiastic Chinese tourists moved the castle manager, and finally the licence was reopened.

In Australia, this reporter observed that the traditional Sydney and Melbourne could no longer satisfy Chinese tourists, but dolphin Island projects attract more tourists who prefer green natural tourism.

Trend three:

Outbound travel appears "

An ordinary afternoon in mid January, because it was not match day, the Old Trafford stadium in Manchester was sparsely populated.

Just before 4:30 p.m. business hours, Manchester United merchandise store ushered in the last batch of tourists - Chinese tourists.

With the support of economic strength, the attitude of Chinese tourists to travel abroad has begun to change from "one visit" to "high-end customization".

South Africa, also known as the "Rainbow country", is famous for its natural beauty.

Bai Wenbo, President of the Asia Pacific region of South Africa's Tourism Bureau, said that Chinese tourists to South Africa mainly had two kinds of leisure and family tours.

He said that over the past few years, more and more Chinese tourists have begun to pay more attention to the quality of travel, and are more inclined to deep tours, theme tours and personalized tours.

For neighboring countries, Chinese tourists began to tap more rich ways of playing.

Data from Japan show that Chinese tourists begin to pursue the "personalized travel" needs on the day trips, including medical tours, including cosmetic surgery, treatment and inspection, and so on.

Guo Shangxie, director of the Guangzhou Office of the Korea tourism development board, said that Chinese tourists traveling to Korea now prefer fashion experience, such as hairstyles, cosmetic surgery, cultural experiences, and popular TV shows.

Trend four:

Money must be reckless.

In addition to "crazy shopping", the outbound travel of Chinese tourists is becoming increasingly popular.

It is a trend that many tourists are "rich and not capricious".

At the Australian airport, our reporter observes that even if the Chinese tourists are in the "final crazy mileage", they will show enough rational judgement and will "calculate carefully" for the 1~3 package.

In the past, airport duty-free shops were often the last craziness for many Chinese tourists to spend foreign currencies.

At the Australian airport, many tourists will also choose to keep Australian dollars for the next time they go to Australia.

In addition, Chinese tourists take things for their friends and relatives. It seems very targeted. Miss Wang from Guangzhou told reporters to "buy on behalf" experience: "before coming, my girlfriends told me, let me take a brand of skin care products, in fact, the airport duty free shop is not cheap, really cost-effective, I will sell."

The "pertinence" of Chinese tourists is also reflected in the prior knowledge of the local specialties.

In this regard, Mr. Liu from Guangzhou has learned: "brand name fashion, cosmetics, perfume and leather goods are actually the cheapest in Europe. To Australia, local products such as milk powder, honey, red wine, wool quilt, camel cashmere and health care products are the most cost-effective."

The consumption trend of Chinese tourists also makes the local shops and airport duty-free shops guide their customers repeatedly shaking their heads. They also say frankly: "the consumption of Chinese tourists is indeed getting more and more sophisticated, and our business is becoming more and more difficult."

Trend five:

From luxury to practical goods

Although China's consumption of foreign luxury goods is increasing every year, it remains to be seen whether the similar trend will continue.

In the past 2014, the consumption of luxury goods in China was somewhat weak. Obviously, there was a more rational result of Chinese consumption.

Recently, Bain consulting Chinese company believes that although luxury goods still account for a major part of Chinese consumption abroad, consumption in other areas has increased significantly.

Chinese tourists' shopping eyes begin to shift from luxuries to daily necessities and artworks.

From time to time, buying rice cookers in Japan seems to be a trend. Ms. Lin, who has been engaged in tourism for more than ten years in Japan, told reporters that Chinese tourists are very fond of Japanese products, besides household appliances such as rice cookers and so on. They also like to buy medicines, daily necessities and a small amount of food. Robin, director of Chinese affairs of the UK Tourism Bureau, said that although the precious watches and jewellery are the hearts of Chinese tourists, 21% of tourists still go to Britain to buy books and stationery.

A shopkeeper in Brisbane told reporters that she opened shop for nearly 10 years. In recent years, Chinese tourists bought health products such as kangaroo essence and cod liver oil, which has been reduced. "Because many tourists do not understand it, they no longer start buying health care products at random. Chinese tourists can see that the age of" hot brain "has already passed.

Ashley, manager of Brisbane Tourism Promotion Bureau, Australia, said: "now more and more Chinese are used to traveling overseas.

Compared with 25 years ago, Chinese tourists are more free, witty and rational, and are more willing to experience Australia's unique and wonderful travel experience.