marketing to asia: meeting the spending needs of chinese travellers philippe charriol, chairman,...
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![Page 1: Marketing to Asia: Meeting the Spending Needs of Chinese Travellers Philippe Charriol, Chairman, Charriol Group John Garner, Vice President Purchasing,](https://reader035.vdocument.in/reader035/viewer/2022070305/5513cfe65503466f748b4c4a/html5/thumbnails/1.jpg)
Marketing to Asia: Meeting the Marketing to Asia: Meeting the Spending Needs of Chinese TravellersSpending Needs of Chinese Travellers
Philippe Charriol, Chairman, Charriol Group
John Garner, Vice President Purchasing, DFASS
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Who is DFASS ?
John GarnerPresident
DFASS (Singapore) Pte Ltd
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• #1 in-flight Concessionaire worldwide• 22 years of industry presence under same
ownership• US$350M annual turnover• 5 of the world’s top 10 mega carriers global
contracts• 40 airlines partners• 74 distribution/warehouse facilities on
5 continents
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Our Concession Airlines
• AeroSur• Air Astana• Air Canada• Air Jamaica• Air Transat• Avianca• American Airlines• Bangkok Airways• CanJet• Continental Airlines
• Continental Micronesia• Delta Air Lines• Gulf Air• Jetstar Asia• Northwest Airlines• Pluna• Silkair• Singapore Airlines• Tiger Airways• US Airways
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Canada
USA
Jamaica
PanamaColombia
Bolivia
Uruguay
UK
Japan
SingaporeGuam
Bahrain
Kazakhstan
Belize Taiwan
DFASS operates a vast network with 74 stations/offices across 5 continents.
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Understanding the China marketThe Economy
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Fastest growing
economy
10% average annual GDP growth over last
30 years
3rd largest economy after USA and Japan
#1 exporter
#2 importer #2 trading nation
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Where China Outrank USA
Where USA Outrank China
• IPOs• Foreign Currency
Reserves• Trade Balance
• Billionaires• Fortune Global
500• GDP• Top 50
companies by market capitalisation
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Measured in USDMeasured in USD
Between 2008 to 2009
50,000 new Chinese millionaires50,000 new Chinese millionaires
4,000 new Chinese > US$10M4,000 new Chinese > US$10M
2,000 Chinese > US$100M2,000 Chinese > US$100M
100 Chinese billionaires
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Understanding the China marketThe Targeted
Consumer
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China - Most Populous Nationin theWorld
1.3 billion people20% of world’s population
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Distinctive One Child Policy
Introduced 1979“Little Emperor”Provided for by 6 adults
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Our Target Consumer• Chinese Elite• New Rich• Little Emperor (25-45 years old)• Both genders• Origin: Economic Hubs such as
Beijing, Tianjin, Shanghai, Guangzhou, and Shenzhen
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Understanding the China marketChinese Consumer
Behaviour
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Chinese Consumer Behaviour
• ‘Xin Gui’ or the new money consumer behaviour
• Chinese elite consumer ambivalence • Middle class have luxury aspirations• Hedonistic young generation• ‘Look at me’ mentality
‘I can afford this – Can you?’
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• Group of key consumers that are diverse and different
• They buy everything from luxury cars to fashion goods, from cigars to watches, from Singapore to London
• Often shop in groups like the Japanese used to - but individual buying habits are different
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• With 24 airline concessions
• With more than 60% of our airlines Concession partners flying to valuable Chinese destinations
• Advantaged position to identify consumer trends, buying patterns and leverage on them
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Buying Behaviour
• From Pierre Cardin to MontBlanc• From L’Oreal to Chanel• From Tintamar to LV
Choice is driven by local marketing!
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Buying Behaviour
Price is rarely an objection
… and discount is always welcome!
Cash is king
…and credit cards usage is limited
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Understanding the China marketWhy do Chinese
buy from In-flight?
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Counterfeit!
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Genuine and buy with
CONFIDENCE
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龙龍 or
Communicate in Simplified Chinese characters!
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What do these numbers signify?
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THE BOOM IN CHINA IS ON ITS WAY….
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DFASS, Excellence by Choice, Not by Chance.
Thank you
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