The eyes of the travel retail industry are turning eastwards in 2017, with the planned opening of new arrivals duty free shops across many Chinese airports and border stores. m1nd-set has announced the results of recently-conducted research on the shopping behaviour of Chinese travellers. The findings provide a deeper understanding of travelling consumer preferences and behaviour of perhaps the world’s most sought-after shopper.
Peter Mohn, owner & CEO, m1nd-set: “We see that it will be increasingly vital for retailers to provide a different shopping experience to woo the Chinese travellers. This will mean brands and retailers will need to work closer than ever together on providing location-specific travel retail exclusives and an improved, more unique shopping experience in order to retain the Chinese travellers spend in the duty free shops outside China.”
The research was carried out among over 2,000 Chinese travellers in December 2016, and reveals what they say will influence them to purchase at the arrivals shops in China and why they would prefer to shop abroad. Convenience, quality and value for money are among the main reasons for suggesting they would rather shop on arrival back in China; language and ease of communication was another. A number of Chinese travellers still feel the products will be more affordable outside China, which is one of the main reasons for choosing to shop at the departure store on the return leg. Reassurance that the products will be authentic is another key motivator to purchase outside China.
When asking the Chinese travellers where they would prefer to shop when the various arrivals shops have opened later this year, almost half of them said they would still favour purchasing at the departure airport duty free shop on the return journey, while only a third would purchase on arrival in China. One in five travellers indicated they would favour the departure duty free shop on their outbound trip. The findings also show that business travellers express a stronger preference to purchase at departure shops on both their outbound and return trips, as well as on arrival at their destination, than other segments. Their inclination to purchase on arrival back in China, however, is lower than the average.
m1nd-set has announced the results of recently-conducted research on the shopping behaviour of Chinese travellers. The research was carried out among over 2,000 Chinese travellers in December 2016, and reveals what they say will influence them to purchase at the arrivals shops in China and why they would prefer to shop abroad.
“While brands stand to gain from the increased sales outlets and the ease for Chinese travellers to purchase in their home country on arrival, retailers outside China will be showing concern for the potential lost business if Chinese travellers shift their purchasing decisions to the arrivals shops back home,” comments Peter Mohn, owner & CEO, m1nd-set. “We see that it will be increasingly vital for retailers to provide a different shopping experience to woo the Chinese travellers. This will mean brands and retailers will need to work closer than ever together on providing location-specific travel retail exclusives and an improved, more unique shopping experience in order to retain the Chinese travellers spend in the duty free shops outside China.”
Hear more from Peter Mohn, owner & CEO, m1nd-set, at the 26th Airport Commercial & Retail Conference & Exhibition, hosted by Aéroport Nice Côte d’Azur and taking place on 3-5 April 2017 at the Hyatt Regency Nice Palais de la Méditerranée. Mohn is participating in the First Working Session “Is there a big problem in the airport retail space? Are conversion rates and yields performing far below expectations?” His defining presentation will provide a detailed analysis of the real financial performance of airport retail at a representative range of major and regional airports. With the average per passenger spend being €10.38, Mohn will consider the question of what
