Mobile focused strategy key to target Chinese tourist shoppers; China m-commerce to reach US$3.7 trillion by 2020

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Chinese tourist shoppers have opened up a new customer base for many retailers across the globe and they are being catered through mobile centric approaches for increasing sales. Digital travel sales accounted for over 50% share of amount spent by Chinese tourists, which is expected to increase by 65-70% by 2020. This has opened up a huge prospect of business expansion for many retailers across the globe. Providing mobile friendly services in terms of purchases and payments is important towards utilizing this trend for revenue generation. Around 55% of Chinese shoppers made use of mobile wallet for purchases making Asia Pacific region the highest mobile wallet usage market globally. According to PayNXT360, transaction value of mobile commerce in China is expected to record a CAGR of 40.4% during 2016 to 2020 to reach US$ 3.7 trillion by 2020.

Now countries have taken up measures to cater to the Chinese consumers. Australia has introduced “China 2020” framework which aims at bringing USD 7 billion revenue from Chinese shoppers. In Southeast Asian region, Thailand and Singapore have taken initiatives to target Chinese consumers. These countries ranked first in tourism receipts from China as these two countries are known for cheaper goods and geographical proximity.

Firstly, Chinese shoppers have a tendency to make a detailed plan regarding their trip. This includes their travel and hotel reservations, sightseeing and shopping spots. So, they are well aware of the brands and their availability at certain locations. Hence, reaching out during this phase ensures that a customer makes plans to visit a store. Social media platforms such as WeChat, Weibo and such like and visibility on mobile store locators are being used extensively to draw in significant customers. 

Secondly, audience segmentation is done analyzing behavioural pattern which is utilized for advertising customer centric products and services on mobile platform. Reaching out to customers through mobile marketing campaigns is being followed to increase sales by retailers.

Lastly, after a tourist leaves, there is still a probability to order products online from a particular store. This has led to development of online purchase platform and delivery system which is also contributing towards revenue generation. This is accompanied with extensive customer support to ensure repurchases.

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