sharpening singapore’s positioning for the chinese ... - stb · these slides are property of stb...

Sharpening

Singapore’s Positioning

for the Chinese MarketTourism Industry Conference 2018

Agenda

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These slides are property of STB and shall not be reproduced or distributed without STB’s written permission

1 China Market Performance in 2017

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Panel Discussion: Needs and Expectations of the Evolving Chinese Traveller

Experience Step-Up Fund (ESF) China Market Call-Out

Enhancing the experience of Chinese Visitors in Singapore

China Market Focus Areas for 2018

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In 2017, STB Greater China intensified our

efforts on target segments of Families with

Young Kids and Early & Established Careers

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Families with Young KidsSingapore’s strong hygiene factors (convenience, safety,

suitable food, variety of attractions etc) and ample learning

opportunities (attractions and experiences catering to all

kids’ age group) are our strengths

Early & Established CareersEase of planning and traveling to Singapore, and wide

variety of events, dining and retail offerings to escape from

daily stresses while indulging in finer things in life are our

strengths

We launched our new brand with Stefanie Sun as our

Singapore Tourism Ambassador and Nathan Hartono as

our Passion Ambassador for Greater China…

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Stefanie Sun - Singapore Tourism

Ambassador for Greater China and

Nathan Hartono @ Brand Launch in

Beijing on 7 Sep 2017

Online and Offline Brand Campaign Roll-out Online TV ads, print ads, OOH (light boxes, cinema ads, office lift LCDs), WeChat

Moments ad and ads on trade partners’ platforms (12 strategic partners + Ctrip, Tuniu,

Tongcheng, Mafengwo, Dianping + travel agents in Tier 2 cities).

…Deepened our collaboration with digital

partners, and trade in Tier 2 cities

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STRATEGIC MOU WITH TENCENTOne of the largest internet and technology

corporations and most valuable gaming

and social media companies in the world

MOU Signing between STB and Tencent

Fuzhou

Nanning

Zhengzhou

Wuhan

Chongqing

5 CITIES ROADSHOW HELD AND ONLINE TRAINING LAUNCHED

Held in Fuzhou, Nanning, Zhengzhou, Wuhan and Chongqing

42 Singapore companies (DMCs, Attractions, Hotels) participated, attracting 729 participants from 288 local travel agencies

Many quality leads received, with conversion into actual groups during CNY period

A 10-module online training platform with >3000 registrations within 2 months of launch

Encouragingly, 2017 VA and TR continues to be

strong

2.271.72

2.11

2.863.23

$2,981$2,634 $2,537

$3,529

$3,083*

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

2013 2014 2015 2016 2017

TR

(S$

) M

illio

ns

VA

Mill

ion

s

CHINESE VA AND TREX-SEG IN SINGAPORE

China VA China TR

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Largest contributor to Singapore’s VA for the first time in 2017

19% of total VA in 2017

Largest contributor to Singapore’s TR since 2013

S$3.1 bilChina TR for 3Q 2017

+10% vs 2016

Sources: STB OVS and Statistics, 2007-2017

*YTD 3Q2017 TR

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The China outbound tourism market is set to

continue strong growth and socio-economic trends

present opportunities for Singapore tourism…

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These slides are property of STB and shall not be reproduced or distributed without

STB’s written permission

Sources:

• STB Statistics, 2007-2017

• China Tourism Academy & Ctrip, 《2017出境游大数据报告》, Mar 2018

• China National Tourism Administration, Reports on tourism statistics, 2008-2017

• www.mafengwo.cn/travel-news/1137975.html

Most outbound trips ever made

131 mil +7% vs 2016

World’s largest tourism spenders

US$115 bil +5% vs 2016

PCE: US$ 878 (or S$1153)

CHINA – 2017 WORLD’S TOP OUTBOUND MARKET CHINA – 2017 WORLD’S TOP OUTBOUND MARKET

Further potential growth in outbound travel:

134 mil outbound trips

Expected in 2018

+4.5% vs 2017

Only 6%of Chinese today own passports

Promising trend of quality tourists from China:

Spend 2x more than 2nd largest spender USA

Consumption upgrade 消消消消费升费升费升费升级级级级 + Quality travel

品质游 is on the rise.

SOCIAL

Ageing population

Limited family time

Two-child policy

Singles economy

Individualistic, “I-can” &

tech-savvy consumers

ECONOMIC

Consumption upgrade,

as working adults

across China become

financially capable

Growing Tier 2

economies

OPPORTUNITIES

Growth in demand for quality group travel, including family travel, customized travel and semi-FIT

Growth in FIT travel even in Tier 2 cities

Growth in interest-based travel

SOCIO-ECONOMIC TRENDSSOCIO-ECONOMIC TRENDS

But global competition is intensifying rapidly

as many destinations look towards China as

growth market

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Air China - Beijing to Athens launched on 30 Sept 2017

Launch of direct flights between Athens and Beijing and at

highly competitive prices vis-à-vis to Singapore

PAYMENT AND LANGUAGE FACILITATION

Switzerland: Switzerland Tourism partnered with Chinese driver-guide

platform HiGuides to train and certify HiGuides to escort guests along the

Grand Tour of Switzerland.

Australia:

• First destination (Sydney) to leverage

on WeChat’s Mini Programme to

enhance the city’s experience

• Includes navigation and content on

shopping, attractions, F&B

Thailand: Wide acceptance of

WeChat pay and Chinese language

enabled ‘Visit Thailand’ app

IMPROVING DIRECT CONNECTIVITY AND

AT COMPETITIVE RATES RAISING STANDARDS OF CHINESE SPEAKING GUIDES

SIA - Beijing to Singapore

ENHANCING POST ARRIVAL VISITORS EXPERIENCE

In 2018, we will further amplify our Passion

Tribes amongst our focused segments…

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Socialiser

POST-90S GENERATION – Play up hip quotient of

Singapore through events like Cocktail Week, and

leverage relevant UGC platforms like video-sharing

website – Tudou, video editing app – Meipai, live-

streaming e.g. Qzone to reach out to this segment

who make up 39% of China total outbound and is the

new engine of consumption in China.

Explorer

FAMILY – Highlight edutainment

activities/attractions in tour packages and PR

messages to appeal to the post-80s (and

even post-90s) mums who are usually the

decision-maker, are very well-travelled and

more discerning in their travel choices.

EARLY & ESTABLISHED

CAREERS – Push weekend

getaways and leverage on events to

provide additional reasons for this

discerning group to come to

Singapore

MARATHONS – Ride on the “health and fitness” craze in China to jointly promote the

marathons/running events in Singapore.

CollectorFoodie

Culture Shaper

Action Seeker

Work with our strategic and digital partners to

optimise our marketing efforts, outreach and

visitor experience….

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STRATEGIC ALLIANCE + DIGITAL PARTNERSHIPS

• Joint marketing efforts to promote Singapore

and drive conversion

• Explore new areas of collaboration such as

data sharing, mini program and reaching out

to younger Chinese travellers

• Co-create content to deepen visitors’

experience, including post-arrival

recommendation and to jointly promote

Singapore through events like food festival

and Foodie and Socializer KOLs.

Sharpen our positioning and products for Tier 2

and MICE markets

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Promote relevant tours and

products based on visitors’

profile from each city

Push for Singapore to be the

top-of-mind FIT destination

for post-90s and post-00s;

Deepen engagement of

trade and media in our 16

Tier 2 cities

Sharpen positioning and products for STB’s targeted

Tier 2 cities

Intensify client engagement and

Develop Better Tools for Chinese M&I Groups

Sharpen MICE Conference positioning and intensify direct corporate client engagement

Review Inspire experiences and launch easy-to-use set menus catered to Chinese market

*MICE Conference will be held on 27-29 June 2019 in Guiyang, China

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Our industry has been proactive in developing

China ready materials to engage our focused

segments

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FAMILIES WITH YOUNG KIDS WILDLIFE RESERVES SINGAPORE developed educational programme

comprising of back-of-house tours and overnight camps in Mandarin to target

families with young children from China

In addition, WRS has also developed Mandarin services for night safari tram rides, a Chinese website, WeChat official

account and enablement of Alipay and Wechat payment

Our industry has been proactive in developing

China ready materials to engage our focused

segments

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EARLY & ESTABLISHED CAREERS

National Gallery App with Mandarin

option

Chinese write up and QR code links

on some art pieces

Audio devices with Mandarin services

Working with Society of Tourist Guide

to train Chinese speaking tour guides

for NGS

GARDENS BY THE BAY

QR Code audio tours

Garden Cruises Audio Tour in

Mandarin

Guided tours in Mandarin

Alipay payment services

NATIONAL GALLERY SINGAPORE

Sentosa Wechat Official account

Chinese language website,

brochures and island directional

signage

Collaboration with Ctrip to introduce

“Catch-a-Mascot Game” on-island

Alipay payment services

SENTOSA

And making it easy for Chinese to make payments

in Singapore

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Changi Airport

Wechat Angpao

activation during

Chinese New Year

Suntec City partners

Alipay to put up

payment points at

350 suntec shops

Comfort Delgro

partners Alipay and

Wechat to offer

payment options to

Chinese visitors MBS partners ICBC

Bank to offer its card

users exclusive deals

STB has also leveraged newer platforms to deepen

engagement with our Chinese visitors

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In 2016: Launched AUDIO GUIDE

for 7 precincts/attractions in STB

WECHAT SERVICE ACCOUNTA digital guide book concept integrating location based maps, images, audio guide, itinerary

planning. Can be expanded to link to mini-program of POI, and facilitate transactions

Multiple places of interests

shown on map

Each POI can reflect address,

description, audio introduction

Feb 2018: Launched WECHAT CITY EXPERIENCE MINI-PROGRAM

A mini-program allows more dynamic navigation and

is a solution for stakeholders to provide content

(and presence) without active content maintenance

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What is a mini-program?

• Applications that function within the WeChat app itself

• Each mini-app is like a webpage

• Found by searching inside WeChat or scanning a QR code

• No installation required, does not take up precious phone storage

• Enable much more dynamic navigation (allows ‘jumping’ from

one mini program to another)

• Cheaper than developing a standalone mobile app, since one

version fits all android and IOS version

• Can be shared across different platforms (e.g. in chat rooms)

since each mini-app is technically a webpage in itself.

• Android users can pin mini-program to their home screen

• After accessing a mini

app, WeChat adds a Mini

Program bar in the

Discover section where

you can find all the mini

apps you’ve saved.

• 580,000 mini program created in the areas of travel ticket

booking, stock checking, video watching, food ordering, movie

ticket booking, bike sharing, taxi hailing, online shopping, picture

editing and many more.

• 95% of e-commerce platform brands have created a mini app

What are its advantages?

• Unable to push notifications like a Wechat subscription account

What are its dis-advantages?

How do you activate the

Mini Program platform?

Mini Program Statistics (Jan 2018, 1 year since launch)

Register your details to receive more

information about the mini-program

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http://bit.ly/chinaesf

Scan the QR code with any QR scanner or enter the URL to register your details

Agenda

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We (STB+Industry) also need to do more together

to engage the Chinese better and deeper

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CHINESE LANGUAGE ENABLEMENT CHINESE SPECIFIC CONTENT/PROGRAMME

Availability of China

ready materials

Eg. Storyboards,

brochures

Communication

tools to keep

visitors updated on

activities

Wechat OA account

Mandarin audio

guides/device

Educational programmes/ back

of house content/ tours

STB will support you via our Experience Step-up

Fund (ESF) – China Market Call-Out

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The ESF China Market Call-Out will support 2 areas:

To deepen connection and

enhance story telling with the

Chinese visitors.

To develop engaging and compelling

content/program with unique local

insights which connect with visitors.

CHINESE LANGUAGE

ENABLEMENT

CHINESE SPECIFIC

CONTENT/PROGRAMME

To encourage businesses to develop new relevant content for Chinese-speaking visitors

and/or better deliver existing relevant content to Chinese-speaking visitors to enhance

their visitor experience and satisfaction during their stay in Singapore

Objective

Over the last 2 years, ESF has supported the

following scope

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To develop attractive souvenir

offerings which represent the

destination, tell a Singapore

story, are well-packaged and

delivered in a series

ToursTo encourage and drive

innovation in the tourism

industry through the

effective adoption of key

technologies, to deliver

exceptional experiences

Technology SouvenirsTo develop engaging and

compelling tours which

connect with visitors

through the sharing of our

Singapore stories

And these are proposals that have been supported

and implemented by our industry

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TOURS

Get to experience the various and rarer

Asian enclaves in Singapore (Burmese,

Thai, Vietnamese, Indo & Filipino); Sample

at least 8 different types of Asian foods

with hands-on food and cultural activities

MONSTER DAY TOURS

ASIA 101: WHERE FOOD

& CULTURE MEETS

TECHNOLOGYRIVER SAFARI

ADVENTURE BUDDY

A mobile app in 6 languages that

enables visitors to easily access

additional information about the

animals/exhibits through the app on

their mobile devices via QR codes and

bluetooth. The app also serves as a

personal audio guide to the visitors

SOUVENIRS

NANYANG OLD COFFEE

Coffee Brewing Set (by Dec 2018)

Design with all the components

necessary to make a traditional

cup of Singapore coffee and

printed with a write up on the

brand story and relevance of each

coffee component

For ESF China Market Call-Out, we are seeking

proposals that can raise our industry readiness

in 2 areas

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To deepen connection and enhance story

telling with the Chinese visitors.

To develop engaging and compelling

content/program with unique local insights

which connect with visitors.

CHINESE LANGUAGE

ENABLEMENT

CHINESE SPECIFIC

CONTENT/PROGRAMME

Technology as

a differentiator

Richer

interactivity

and storytelling

Unique local

insights

Great

storytelling

Not just a

translation*

Targeting Families

with Young Kids

and Early &

Established Careers*For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%

For English tours offered in Chinese, support can be up to 70%

Examples of possible projects include

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CHINESE LANGUAGE

ENABLEMENT

CHINESE SPECIFIC

CONTENT/PROGRAMME

Mandarin audio

guides/devicesStoryboards and

brochures

Content further amplified via your own company’s

mini-program that is linked to STB City Experience Tours to showcase

instagrammable places of

Singapore targeting Early

Careers

My Awesome Café, Hill StreetSource: The Straits Times

Singapore Through

Arts Program

targeting Families

with young kids

Keppel Centre for ArtsSource: The Straits Times

Programmes, Learning Journeys, Tours*

TOUR DESIGN CHALLENGEIncludes a China market track to help ground handlers

develop strong multi-day itineraries through workshops, site

visits and exposure to in-market trade

Language solutions

for business events

The ESF China Market Call-Out will be targeting

these tourism businesses with support for up to

70% of qualifying costs

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QUALIFYING ACTIVITIES QUALIFYING COSTS

Development of new products and

experiences

Content enhancement at existing

attractions, precincts and business events

Technology enablers

Third party costs including

Professional Services, Hardware/Equipment & Software, Materials &

Consumables, Production, Marketing (marketing collaterals production

costs of qualifying media funding support cap at up to six months)

Internal costs including

Internal manpower (limited to tour development only)

Up to 70% of qualifying costs (for development phase) supportedFor pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%

Tourism businesses must be Singapore-registered entities

Attractions, Museums, Precinct Associations, Retail malls/Groups, Professional Exhibition and Conference Organisers, Travel Agents

Target Grant

Applicants

With the following support parameters

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To achieve at least one of the following:

Improvement in visitor satisfaction

Increase in total / induced visitor

footfall

Increase in total / induced revenue

E.g. Measured by pre-post consumer

survey and/or satisfaction rating

E.g. Measured by actual attendance/

visitorship/ utilisation (for technology:

usage of devices, app downloads and

active users)

E.g. Pre-post project profit & loss

statements

Performance

Targets

Relevance and longevity of concept

•Relevance of concept in catering to language and/or experience needs of Chinese travellers

•Must be available over a sustained period, e.g. at least six months

•Potential to achieve at least one of the three performance targets

Strength of business plan

•Clear marketing and/or sales plans to reach Chinese market

•Ease of concept to be maintained and/or updated

Company’s track record and financial status

•Company’s track record and ability to drive and successfully deliver the project

•Financial stability

Evaluation

Criteria

Application process for ESF China Market

Call-Out

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All proposals can be submitted on an ongoing basis from now

till 31st December 2018

Details for Tour Design Challenge will be released in May 2018

Interested applicants can submit an Executive Summary

(template available for download on the “Experience Step-up

Fund (ESF)” page under the tab, “Assistance & Licensing”, at

www.stb.gov.sg) to:

*Project must not have commenced before STB grant offer.

[email protected]

Tour Design Challenge: [email protected] (May 2018 onwards)

In summary, ESF China Market Call-Out helps to

sharpen our positioning for the Chinese market

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Tourism businesses must be Singapore-registered entities

Attractions, Museums, Precinct Associations, Retail malls/Groups, Professional Exhibition and Conference Organisers, Travel Agents

Target

Grant

Applicants

CHINESE LANGUAGE

ENABLEMENT

CHINESE SPECIFIC

CONTENT/PROGRAMME

Possible

Scope Programmes, Learning Journeys, Tours

With further amplification of the content via technology platforms such as the mini-program

Level of

SupportUp to 70% of qualifying costs (for development phase) supported

For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%

Mandarin audio

guides/devicesStoryboards and

brochuresLanguage solutions

for business events

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Panellists 论坛嘉宾论坛嘉宾论坛嘉宾论坛嘉宾

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Mr. Lyu Gang 吕刚吕刚吕刚吕刚

Co-Founder & COO 联联联联合创始合创始合创始合创始人人人人，，，，首席运营官首席运营官首席运营官首席运营官

mafengwo.com马马马马蜂窝旅游蜂窝旅游蜂窝旅游蜂窝旅游网网网网

Mr. Barry Lin 林友信林友信林友信林友信

Vice General Manager副副副副总经理总经理总经理总经理

Tuniu.com途途途途牛旅游网目的地营销中牛旅游网目的地营销中牛旅游网目的地营销中牛旅游网目的地营销中心心心心

Ms. Serina Su 苏丹苏丹苏丹苏丹

Assistant Vice President, Sales - International Market 助理副总裁助理副总裁助理副总裁助理副总裁, 销销销销售售售售-国际市国际市国际市国际市场场场场

Wildlife Reserves Singapore 新加坡野生动物保育集团新加坡野生动物保育集团新加坡野生动物保育集团新加坡野生动物保育集团

论论论论坛坛坛坛主持人主持人主持人主持人

Ms Low See Peng 刘诗苹刘诗苹刘诗苹刘诗苹

Chief Representative Greater ChinaRegional Director (EC & SC, HK, Macau and Taiwan)Singapore Tourism Board大中华区首席代表、署长 (华东、华

南、港澳台)

新加坡旅游局

《《《《变化中的中国游客变化中的中国游客变化中的中国游客变化中的中国游客：：：：新需求与新期待新需求与新期待新需求与新期待新需求与新期待》》》》

THANK YOU

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sharpening singapore’s positioning for the chinese ... - stb · these slides are property of stb...

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