1. Marketing to Asia: Meeting the Spending Needs of Chinese Travellers
Philippe Charriol, Chairman, Charriol Group
John Garner, Vice President Purchasing, DFASS

2. John Garner President DFASS (Singapore) Pte Ltd
Who is DFASS ?
John Garner
President
DFASS (Singapore) Pte Ltd

3. #1 in-flight Concessionaire worldwide
22 years of industry presence under same ownership
US$350M annual turnover
5 of the world’s top 10 mega carriers global contracts
40 airlines partners
74 distribution/warehouse facilities on 5 continents

4. Our Concession Airlines
AeroSur
Air Astana
Air Canada
Air Jamaica
Air Transat
Avianca
American Airlines
Bangkok Airways
CanJet
Continental Airlines
Continental Micronesia
Delta Air Lines
Gulf Air
Jetstar Asia
Northwest Airlines
Pluna
Silkair
Singapore Airlines
Tiger Airways
US Airways

5. DFASS operates a vast network with 74 stations/offices across 5 continents.
Canada UK
Kazakhstan
USA
Japan
Bahrain
Jamaica
Taiwan
Belize
Panama
Guam
Colombia
Singapore
Bolivia
Uruguay

6. Understanding the China market
The Economy

7. 3rd largest economy after USA and Japan Fastest growing economy
#2 importer
#2 trading nation
10% average annual GDP growth over last 30 years
#1 exporter

8. Where China Outrank USA
IPOs
Foreign Currency Reserves
Trade Balance
Billionaires
Fortune Global 500
GDP
Top 50 companies by market capitalisation
Where USA Outrank China

9. 50,000 new Chinese millionaires
Measured in USD
Between 2008 to 2009
50,000 new Chinese millionaires
4,000 new Chinese > US$10M
2,000 Chinese > US$100M
100 Chinese billionaires

10. Understanding the China market
The Targeted
Consumer

11. China - Most Populous Nation in the World
1.3 billion people
20% of world’s population

12. Distinctive One Child Policy
Introduced 1979
“Little Emperor”
Provided for by 6 adults

13. Our Target Consumer Chinese Elite New Rich
Little Emperor (25-45 years old)
Both genders
Origin: Economic Hubs such as Beijing, Tianjin, Shanghai, Guangzhou, and Shenzhen

14. Understanding the China market
Chinese Consumer
Behaviour

15. Chinese Consumer Behaviour
‘Xin Gui’ or the new money consumer behaviour
Chinese elite consumer ambivalence
Middle class have luxury aspirations
Hedonistic young generation
‘Look at me’ mentality
‘I can afford this – Can you?’

16. Group of key consumers that are diverse and different
They buy everything from luxury cars to fashion goods, from cigars to watches, from Singapore to London
Often shop in groups like the Japanese used to - but individual buying habits are different

17. With 24 airline concessions
With more than 60% of our airlines Concession partners flying to valuable Chinese destinations
Advantaged position to identify consumer trends, buying patterns and leverage on them

18. Choice is driven by local marketing!
Buying Behaviour
From Pierre Cardin to MontBlanc
From L’Oreal to Chanel
From Tintamar to LV
Choice is driven by local marketing!

19. Buying Behaviour Price is rarely an objection
… and discount is always welcome!
Cash is king
…and credit cards usage is limited

20. Understanding the China market
Why do Chinese
buy from In-flight?

21. Counterfeit!

22. Genuine and buy with CONFIDENCE

23. Communicate in Simplified Chinese characters!龙 龍 or

24. What do these numbers signify?88 8
138 18
8 = Prosperous or Fortune (‘FA’)
18 = ‘Definitely’ prosperous
=‘Easy’ route to prosperity
88 = ‘Double’ prosperity
138 = Prosperous throughout your life
168 = Prosperous every step 28
168

25. The boom in China is on its way….
call 1800-DUTYFREE…

26. DFASS, Excellence by Choice, Not by Chance.
Thank you