Rich & CultureRich & Culture

China Culture Seminar 2012

Prepared by : Jason Li

Agenda Agenda Top sports Top travel destinations World’s top 10 most valuable luxury brands Choice of gifts Top shopping destinations Tax free shoppers Overseas Travel Top education destinations Top emigration destinations Collecting Preferred watch brands Uk luxury brands in China Preferred hotel brands Brand Awareness Knowing Chinese Market Top Schools in China Knowing your market Understanding Chinese Clients Chinese Behavioral and Cultural Awareness Returns and Expectations

TOP SPORTSTOP SPORTS

What is your favourite sport? Golf • Swimming Yoga Mountain Walking Badminton Tennis Horse Riding Skiing Diving

TOP TRAVEL DESTINATIONSTOP TRAVEL DESTINATIONSWhere do you like to go overseas?

1. France 2. U.S.A. 3. Australia 4. Maldives 5. Japan 6. Switzerland 7.Dubai 8.Hawaii 9.Singapore 10. Canada 11. Italy 12.New Zealand

13. UK 14. Germany

WORLD’S TOP 10 MOST WORLD’S TOP 10 MOST VALUABLE LUXURY BRANDSVALUABLE LUXURY BRANDS

Louis Vuitton Hermes BMW Moutai Mercedes-Benz Chanel Wuliangye Gucci Rolex Cartier

CHOICE OF GIFTSCHOICE OF GIFTS

1. Red Wine 33% 2 Watches 26% 3 Smokes 26% 4 Electronics 26% 5 Imported Spirits

21% 6 Art 19% 7 Gift Coupons 14% 8 Fashion 12%

Red wine

WatchesSmokes

Electronics

Imported spirits

Art

Gift coupons

Fashion

0%

5%

10%

15%

20%

25%

30%

35%

TOP SHOPPING DESTINATIONSTOP SHOPPING DESTINATIONS

Hong Kong Europe Major Chinese cities US Japan Singapore UK Others

TAX FREE SHOPPERSTAX FREE SHOPPERS

Chinese TAX FREE shoppers

spent 59% more than in 2010 and

81% more than 2009.

Av transaction Euro 813

1. China 20% 2. Russia 16% 3. Japan 4%

Others

Japan

Russia

China

OVERSEAS TRAVELOVERSEAS TRAVEL

Av. Group Size 9 pax Av. Length of Trip 8.5days Destination Inspiration Entrepreneur 55% Travel Arrangements Don’t forget local

partners

TOP EDUCATION DESTINATIONSTOP EDUCATION DESTINATIONS

Where do you like to send your kid to? THE BIG TWO: • US • UK THE NEXT TWO: Canada Australia AND THE REST: Singapore. Switzerland. HK. New

Zealand

COLLECTINGCOLLECTING

What do you like collecting? 1. Watches 2. Classical Art 3. Drinks 4. Porcelain 5. Contemporary Art 6. Cars 7. Trophy Properties

PREFERRED WATCH BRANDSPREFERRED WATCH BRANDS

1. Patek Philippe 2. Cartier 3. VacheronConstantin 4. Rolex 5. Piaget 6. Omega 7. Bulgari 8. Montblanc 9. Chanel 10. AudemarsPiguet

UK LUXURY BRANDS IN CHINAUK LUXURY BRANDS IN CHINA

Cars Land Rover +Jaguar + Rolls Royce + Bentley + Aston Martin

Fashion Burberry + Dunhill

Yachts Sunseeker + Princess

Education Boarding Schools + Unis

Drinks Whiskies

Shopping Harrods +Selfridges

PREFERRED HOTEL BRANDSPREFERRED HOTEL BRANDS

What is your favourite hotel brand? 1. Shangri-La 2. Hilton 3. Ritz-Carlton 4. Grand Hyatt 5. Peninsula 6. Marriott

Brand AwarenessBrand Awareness

Adjust your Product

Set your expectations

Evaluate your market

Long-term business strategies

TOP SCHOOLS or WHERE TO TOP SCHOOLS or WHERE TO FIND THEM?FIND THEM?

What is your preferred Global CEO Programme?

1.Cheung Kong Graduate School 2.CEIBS

Knowing Your MarketKnowing Your Market

Different Types of Chinese Tourists ADS -approved destination status Business delegations M.I.C.E. Students FIT Short Training Courses Shopping

Understanding Your ClientsUnderstanding Your Clients

What is your target market ? Do you want big spenders or big numbers? Is

this market for you? Overseas Chinese/Domestic Chinese Do they know what you are offering? Your selling point Understand Plan Succeed

Cultural AwarenessCultural Awareness

Always a shake!

NEVER a hug

Definitely NO kissing

Behavioral and Cultural AwarenessBehavioral and Cultural Awareness

Accept business cards with two hands, same as give the bills by two hands

Always offer hot drinks – a feeling of warmth (hot water)

Chinese Tea service & receive knowledge

A toast is a must Address your Chinese

counterparts with a title and their last name.

Always serve the high position guest first

Dental care kid

Never give clocks Never present yellow /white

chrysanthemums Never allocate room numbers

with 4 or 44 or 414 to Chinese guests

Never take at face value

Returns & ExpectationsReturns & Expectations

Gifts, tips & portages Return business