’’ China, the world's largest market for outbound travelers and their spending,has been attracting the interest of leading brands around the world, to tap intotheir hearts, minds and wallets.Over the past few years, iClick has had the pleasure of working with several ofthese leading travel retail brands, to reach and deliver their brand messagesacross the 130M Chinese outbound travel shoppers trotting across the globe.This has offered us the opportunity to learn extensively about the intriguingTravel Retail industry, and to work hand in hand in unveiling the mystery ofthe elusive Chinese travelers. iClick has developed an integrated productset for marketers in travel retail industry to cultivate their own strategy tounderstand, infuence, engage and even convert different types of Chinesetravel shoppers. And all of these tactics, begin with the same frst foot forward:A true understanding of who your target audience is, and how they think andbehave.Today, it is our pleasure to share our experiences and fndings, through thisWhite Paper, which leverages on iClick’s proprietary marketing intelligenceplatform, iAudience and our unique data capabilities. And alongside ouramazing strategic partner, the Moodie Davitt Report, we hope this whitepaperserves as a window for related stakeholders in the travel retail industry togaze into the changing faces of Chinese outbound travel shoppers.Yan Lee Chief Product Offcer, iClick InteractiveCOMMENTARY CHINESE OUTBOUNDTRAVEL SHOPPER WHITE PAPER2 ’’COMMENTARY The Chinese shopper is the living heartbeat of the 21st century travel retailindustry worldwide. The last two decades have seen an explosion of Chineseoutbound (and domestic) travel, with a commensurate knock-on to travelshopping in popular Chinese destinations around the world. What started as a steady drip of overseas shoppers in the early part ofthis century has turned into a torrent. No travel retailer in any locationfrequented by the Chinese – and the nationality’s destination list has widenedappreciably in recent years – can afford to be without a Chinese strategy.Chinese shoppers typically punch way above their weight in terms of theirshare of a retailer’s spend compared to their share of traffc. Whether theChinese represent a very high ratio (even majority) of store visitors, as inSouth Korea, Vietnam or Thailand, or a relatively low percentage (say, Dubai),their high average spend makes understanding the customer profle crucial.And yet so many retailers talk blithely about ‘targeting the Chinese traveler’.As this excellent report reveals, this vast nation’s global shoppers cannot beunderstood through such generalisations.This White Paper attempts to explore beyond the clichs, to consider not justthe tourism and spending numbers and projections but to examine consumerdynamics, varying customer profles, and key behavioural components,including travel and shopping trends. Anyone who wants to do business with this vast and growing legion ofinternational consumers should read this White Paper. It offers rare insightand profoundly rich analysis, gleaned from the unrivalled market intelligencesources of the stakeholders who produced it. The Moodie Davitt Report is proud to be associated with such a study,one that will help all travel retail players better understand and serve thenationality that, more than any other, will shape the industry’s future. Martin Moodie Founder & Chairman,The Moodie Davitt ReportCHINESE OUTBOUNDTRAVEL SHOPPER WHITE PAPER3TABLE OF CONTENTS05Foreword 06Methodology 08Zooming Out: A Macro View of the ChineseOutbound Travel Shopper 12Zooming In: A Deep Dive at the 3 Key Types ofChinese Travel Shoppers 19Implications For Marketers 23The Future: The Belt and Road Initiative and theFuture of Chinese Travel Shoppers 26References 27About iClickAbout The Moodie Davitt ReportKey Contributors Project Lead Nash Liao Data AnalystEva Xiao Designer Shirley Au Publishing Selina Wong Ka Lo Man Kammy Lau CHINESE OUTBOUNDTRAVEL SHOPPER WHITE PAPER4 。。。。。。