Ajankohtaista markkinoilta. Markkinointiedustaja Beijing ja Chongqing

Transcription

1 Ajankohtaista markkinoilta Markkinointiedustaja Beijing ja Chongqing Danye Liu Joulukuu

2 Semiannual Report CONTENTS What factors have affected the results of the season, especially with regard to Finland? What are the prospects for the coming winter and summer seasons (next two seasons)? Other important things to pay attention to (or are there any specific messages for the Finnish travel trade)? Theme Check: Summer activities/outdoors Finland

3 What factors have affected the results of the season, especially with regard to Finland? (I) Reasons for 100 million travelers in overall outbound travelling from your market? According to CNTA s (China National Tourism Administration) research published December 4 th 2014, the total number of outbound travelers is over 100 million by the end of this November. The main destination is Asia (89,5 %) incl. Hong Kong, Macau and Taiwan. The second is Europe (3,5 %), others are Africa (3 %), America (2,7 %), Australasia (1,1 %), others (0,2 %). China economic: China's statistics authority on Friday revised its 2013 GDP figure up by 3,4 percent, based on results from the latest economic census. The upward revision will affect the size of China's 2014 GDP but will not affect the growth rate for this year, the bureau said. The country's economic growth eased to 7,3 percent in the third quarter this year, down from 7,5 percent in the second quarter and the government has unveiled a slew of measures to boost growth. Holiday and timing are not changed in year 2014 New target group: Young & middle-aged people and family

4 What factors have affected the results of the season, especially with regard to Finland? (II) Reasons for the increase +3,4 % ( overnights) in travelling to Finland? Summer campaign was successful in Beijing, especially in Chongqing. Theme is Family Package in Finland incl. Sweden and Demark in Beijing (3 overnights) Nordic tour package in Chongqing, 2 overnights Interactive programs like art studio and cooking school are getting popular for tourists. Lapland has increased a lot. Consumers would like to experience not only the nature, also culture and local people true life. Unfortunately, government and business groups funded by government or stated owned companies are sharply dropped this summer due to anti-corruption rules. Nothing changed in distribution and accessibility in summer time

5 What are the prospects for the coming winter and summer seasons? (I) The overall outlook of travelling to Finland for the coming winter and summer seasons? Increase Shorter time and less documents for visa application (no need for flight and hotel reservation since November 2014) Finland visa center will be opened in March/April 2015 (more friendly interface and services, the same time or even shorter but light extra fee) Finland package in winter, at least four nights in Finland Summer 2015, target is 3 nights in Finland Marketing opportunities TO cooperation Utour, CYTS, CITS: Finland + Norway (4 nights in Finland) Beijing only Bamboo Garden Travel: mono Finland incl. Icebreaker and Glass Igloo (6 nights) Beijing and Chongqing Phonix Travel (Globaljoy): mono Finland basic tour (6 nights) Beijing and Chongqing Caissa Travel (OTA): mono Finland incl. Icebreaker and Levi Igloo (6 nights) - Beijing Viking Travel: Finland+Sweden+Estonia (4 nights) Beijing and Chongqing

6 What are the prospects for the coming winter and summer seasons? (II) Marketing opportunities Events Finland theme promotion month at Utour shops in December 2014 (Beijing=35 + Tianjin=4) Meet in Finland and Matka (Beijing 8 guests + Chongqing 7 guests) VF Roadshow in Chengdu and Kunming (March 2015) PR Canon photo competition in Sep 2015 (t.b.d.) Social media VF and Finland news will be posted in my Wechat for circulation among professional and journalists (300+ Professionals)

7 Other important things to pay attention to (I) New distribution channels Besides traditional TOs, pay more attention to TOA (Travel Online Agencies) e.g. Tuniu.com, Ctrip.com, Mafengwo.com, Qyer.com, zls365.com, breadtrip.com, Quer.com, Bycity.com, ylong.com, haiwan.com, shijiebang.com and etc. It s mainly for FIT or family trips. Online channels More games/activitie via Weibo or WeChat for comsumers and E-learning for trade Competitors actions Visit Sweden launched their on-line training on WeChat in Dec VS didn t have winter tactical campaign this winter VS and STB joint Road Show in Nov VS s promotion theme in year 2015 is Easy Experience (t.b.c.) STB has winter campaign for Norway, one package is together with Finland STB do more consumer activities for kid/family topics sometime together with Danish company like LEGO. They re aiming family package for summer Danish Ambassador joined TV show at Hunan Satellite TV to promotion Demark.

8 Other important things to pay attention to (II) Free word Schengen countries simplified the support documents and procesure for visa application at the end of Oct And then, It s like a kind of competition among European countries to shortern their time for visa. Netherland, Spain, Germany and Italy = 48 hours France = 24 hours U.K. = fatest/24 hours, longest/10 years Finland = 4 working days (Visa center will be use in next Spring) Our strong positive point is that Our Visa Consul and her team are very reasonable and friendly for all visa applicants incl. TOs and individuals. She even sent personal Christmas cards to key TOs in Beijing. In addition: U.S. and Canada = 10 years Chinese tourists love shopping for luxury items e.g. watches, bags, shoes, clothes, wines, fur and so on which are much cheaper than in China after tax free. And they also love to buy items like healthcare and baby products and cosmetics. Finnish people should to be tolerant with Chinese tourists. For instance, talking loudly is not considered very impolite in China, so do not rush to judge them.

9 Theme Check: Summer activities/outdoors Finland Summer activities People are getting more and more active, even on holidays. One of the themes we are developing is summer activities. Outdoors Finland programme concerning cycling, hiking, canoeing, wildlife and fishing has been going on in the European market since What kind of demand or potential of summer activities you find in the market you represent? (Products, target groups) Beijing is a mature market. People are like interactive programs combined with culture like cooking school, art studio, out-door activities (e.g. Nordic walking, hiking, fishing, animal watching), sauna Chongqing and nearby areas are developing markets. The most popular program is four Nordic countries together. But, generally speaking, family package is main theme and topic in both markets, especially during students summer vacation from July to August. What kind of topics or phenomena are IN at the moment when talking about active holidays? Fresh air, nature, hiking, Nordic walking, cycling, fishing could be hot words. Possible examples of products and marketing? Netherland successfully promote cycling program in their program (spring + summer) due to fresh air and beautiful nature.