In advance of the China Edge: Service and Hospitality for High Net Worth Chinese conference in London on July 3, Roy Graff at China Contact has offered up some advice on attracting Chinese tourists.
Chinese travelers love to shop, Graff says, but they are often frustrated by the lack of shoes and clothing in the right sizes and the fact that so many tours go to the same sites.
In busy shopping districts, they complain that they often have to compete with other fellow Chinese shoppers.
"Nothing is more disappointing than going into an underprepared store and coming out empty handed," Graff says. "Off-the-beaten-path shopping alternatives would be much appreciated for the independent Chinese visitors."
In the UK, large department stores such as Harrods and Selfridges, and shopping centers like Westfield, have invested in staff training, hired Chinese-speaking employees, and offer Chinese language in-store information.
To appeal to the growing Chinese market, companies should "invest in cultural awareness and service training, offer Chinese language guides and have signs in Chinese showing that they accept the China Union Pay payment card," Graff suggests.
60% of Chinese luxury spending takes place outside of China, and China’s global consumers are increasingly looking for sophistication, exclusivity, and experience, says the China Edge website (http://chinaedge-cc.eventbrite.co.uk/).
The number of outbound tourists is expected to triple by 2015, and catering to this market should involve a three-prong approach combining brand awareness, customer engagement, and culturally-sensitive service, the site suggests.
By Cheryl Rosen
