As any business owner knows, it is vital to understand your customers’ needs and wants to grow your business. The benefits of defining your customer segments will allow you to get the competitive edge over your competitor:
Attract them with targeted communication and special offers
Engage with them by catering to their particular needs and wants
Delight them with personalised service based on their preferences
When looking at the Chinese customer segment, we need to think more than just the tourist segment.
We have defined these into 4 parts:
- Tour groups
- Visiting family and friends
- Independent travellers
- Students and residents
Traditionally, Chinese tour groups have been the largest segment to visit Australia. While the percentage of this significant segment group may be declining, the overall Chinese tourist market is rapidly growing in Australia.
With only 6% of the Chinese population having passports and a number of people travelling outside of China for the very first time, many of the tour group segment will be on their first international trip.
With this segment group, we typically find:
- Tour group members have paid for most of their journey before leaving China.
- The tour has pre-planned itineraries of retail outlet, tourist experiences, restaurants and accommodation that the group will experience.
Occasionally, tour group members have time to roam an area – and if they feel comfortable enough to interact with local business, chances are they will purchase products and services. In particular, retailers selling baby products, baby food, skincare products, and vitamin health products are often full of Chinese tour group members buying their goods.
Visiting family and friends