Presentation on theme: "Developing the Chinese Shopper By: Carolyn Petty President TaxFree Shopping."— Presentation transcript:
Developing the Chinese Shopper By: Carolyn Petty President TaxFree Shopping
Overview What is TaxFree Shopping? ONE STOP SHOP! VAT Tax Global Blue
Goals Create a “Texas Shopping Market” for number ONE international shopping community! Showcase the benefit TaxFree Shopping! Educate Tour Operators, the Chinese public as to the size and incredible Texas Retail / High End Shopping at reasonable costs!
Strategies and Tactics Study Chinese culture and identify their needs, wants and patterns Hired Chinese-speaking representatives Translate print media into Chinese Luxury, outlet, life-style shopping centers Develop and promote total package of Texas activities Promote the TaxFree Shopping!
PR & Marketing Promotions Full service representation in China trade shows sales mission sales calls social media Partnerships Texas Tourism Brand USA Shop America Tour Operators in country USA inbound Receptives
Print Media: TFS Luxury Travel Magazine-China Edition Includes: City tabs providing tourism-specific destinations and top shopping experiences in each area. Shopping center directory Fully-translated Distribution: Beijing, Hangzhou and Shanghai, China; and Taipei, Taiwan Select airline VIP lounges, Trade shows & sales missions Picture of Cover
Print Media: Chinese Brochures Produced to wholly represent each region and their respective shopping opportunities in Simplified Chinese.
Print Media: Newsletter: The Re-Teller Chinese Media Kit For the Chinese market to truly understand our product, the TFS media kit was fully translated into Chinese.
Social Media Weibo Largest Chinese microblog service 505 million users Zanbai Highlights top shopping destinations around the world Dallas and Houston
Special Events: International Sales Missions China Guang Zhou Shanghai (3) Hong Kong Beijing (4) Hangzhou Japan Tokyo South Korea Seoul Indonesia Jakarta Taiwan Taipei Trade Shows: JATA CITM 4 trips to Asia this year:Sales Missions Texas Tourism Greater Houston CVB DFW Airport East West Marketing
Special Events Air China Promotion Partners: Greater Houston CVB, Air China, The Galleria, Westin Galleria Hotels, TaxFree Shopping Passengers on CA 995 & 996 (Beijing to Houston) were eligible for special offers Chance to win round-trip ticket (Lucky Draw) Sino-Economic Conference Shopping Trips 2 shopping trips to NorthPark Center
Creative By including major initiatives from the multi-market international program and redefining them to fit the Chinese market, TaxFree Shopping has doubled its Chinese business in 2014.
Trackable Results 12,000 – 2013 40,000 Chinese shoppers processed year to date 2014 Average spend of Chinese Shoppers utilizing TaxFree Shopping services: $3,500
Top stores by revenue 1.Apple 2.Tiffany & co 3.Michael Kors 4.Neiman Marcus 5.Coach 6.Macy’s 7.Best Buy 8.Gap/Old Navy/ Banana Republic 9.Tommy Hilfiger 10.Burberry 11.Nordstrom 12.Victoria Secret
Top stores by volume of receipts 1.Macys 2.Apple 3.Tommy Hilfiger 4.Best Buy 5.Victoria Secret 6.Gap/Old Navy/ Banana Republic 7. Coach / Michael Kors
Fun Facts I-Phones Victoria’s Secret 80 people, 4 hours = $110, Food Texas – Dallas Average Spend The Label ….the box! Ending with …… traffic tripled!
Thank you! Carolyn Petty President TaxFree Shopping E: O: