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Nielsen’s Mainland Tourist Study: Hong Kong Continues to Pull at Heartstrings of Mainland Tourists

Betty Tűndik

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Photo by Moritz (Pixabay) - Hong Kong Skyline
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Over 90% of Mainland visitors said they will return to Hong Kong again within the next 12 months, with a 4% growth in planned spending for the next trip.

Connection between Hong Kong and other Mainland cities has been strengthened since the recent completion of the Hong Kong-Zhuhai-Macau Bridge and the Guangzhou-Shenzhen-Hong Kong Express Rail Link. More Mainland visitors are already travelling to Hong Kong via coach or train compared to 2017.

Number of tourists visited Hong Kong in November 2018 surpassed same period in 2017 with a 26% leap*. With the on-going GBA initiatives and the convenience brought by the new gateway access to Hong Kong, the influx momentum is expected to continue. Not only the high-end market of finance, trade, logistics and professional services in Hong Kongwill benefit, the new market potentials for tourism related industries, especially retail, will also be underpinned.

INCREASED TRAVEL SPENDING ACROSS ALL SECTORS

According to the latest Nielsen Annual Mainland Tourist Study, each traveler spent HKD 21,000 per trip in Hong Kong indicating 3% growth vs. 2017. Shopping continues to lead as the highest spend sector (45%) in their trip; accommodation, dining and entertainment each contribute evenly on their overall expenses. Having said so, spending across all four sectors recorded positive uplifts.

EXPERIENTIAL RETAIL: STAYING NEW BY CONSTANT RE-INVENTION

Though spending power is seen increasing year on year, travel appetite to Hong Kong is facing tough challenge – products are perceived to be similar between Hong Kong and other Mainland cities. It is inevitable for Hong Kong to steer focus beyond product offering to service. Experience helps to establish emotional tide and is always timeless. “Transforming each trip from a shopping mission to an inspiring travel experience can drive repeat visitation and such experience can best be offered through the brick and mortar channel in Hong Kong,” said Michael Lee, Managing Director of Nielsen Hong Kong and Macau.

“Unlike other destinations with abundant cultural attractions, developing an inspired travel experience in Hong Kongwould require a seamless, cross-industries (shopping, accommodation, food and entertainment) collaboration. This helps to turn our cultural similarities with Mainland visitors to an advantage for making the experiential retail a true success,” Lee suggested.

OMNICHANNEL LANDSCAPE: SEIZING THE E-COMMERCE OPPORTUNITY BY TRANSFORMING BRICK-AND-MORTAR RELATIONSHIP UNDER THE TECH-LED ERA

According to the study, almost 30% of Mainland visitors make online purchases in overseas e-commerce platform. Cross-border online shopping has started showing its impact on Mainland visitors’ shopping behavior during their trips to Hong Kong. More are claiming spending in the brick and mortars shop during their trip would be lowered as a product is available online. “An integrated omnichannel strategy can help Hong Kong retailers to address the change of traveler purchase behavior as they convert part of their purchase to online,” said Lee.

*Source: Immigration Department – Visitor Arrival Statistics November 2018

About Nielsen’s Mainland Tourist Study

Nielsen Mainland Tourist Study diagnosed travel patterns, shopping behaviour, and the visiting experience of Mainland Chinese visitors in Hong Kong on different tourist’s attractions and the related since 2010. The research was conducted in August and September 2018, and the latest findings of the survey was based on online interviews of 1,106 mainland visitors from Greater Bay Area as well as other key cities, aged between 18 and 65, who travelled to Hong Kong over the past 12 months.

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Michael Patrick Partners Completes Marketing Program for $1 Billion Fundraising Campaign

Vlad Poptamas

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Photo source: bunte.de
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Michael Patrick Partners, a nationally recognized creative agency, announced today that it has completed work to help promote a $1 billion fundraising campaign for Santa Clara University. The campaign (campaign.scu.edu), announced on January 19, is the most ambitious in the university’s history — far exceeding all previous endeavors.

Santa Clara University is California’s oldest operating institution of higher learning. Established in 1861 and located in the heart of Silicon Valley, it blends high-tech innovation with social consciousness grounded in the Jesuit educational tradition.

Michael Patrick Partners worked for more than a year on the campaign’s creative strategy, writing and design — to develop a multilevel marketing communications program to heighten awareness of the need to support future generations of SCU students, who will continue to transform lives, shape society and aspire to make the world a better place.

The campaign theme, “Innovating with a Mission,” was selected to emphasize the university’s location in Silicon Valley and that it too is a respected incubator of ideas and ideals that embody the region’s spirit.

The campaign included myriad digital, print and social media tactics. Anchored by an innovative case statement (campaign overview brochure), the approach reflects the agency’s trademark creative strategies that attract both education and mainstream clients.

Robert Maidens, the agency’s associate creative director, says, “Not to be cliché, but the marketing literature our staff developed is groundbreaking for an education fundraising campaign. It’s a highly visual and engaging story of a university forging solutions to help resolve the world’s most pressing challenges.”

Keith Pacoma, senior designer, adds, “We had endless material to work with, including renowned SCU alumni from Leon Panetta to Steve Nash — we got out of the way and let the story unfold.”

The case statement is also featured on the website of Mohawk Fine Papers as an example of outstanding design and innovative use of paper. Visit michaelpatrickpartners.com to see the work.

During the past 20 years, Michael Patrick Partners has produced award-winning fundraising, admission enrollment and brand development programs for the education market. It landed the Santa Clara University work based on its participation in University of Portland’s highly successful RISE fundraising campaign — one of the largest funding campaigns ever for a Pacific Northwest independent college or university — that resulted in a Gold Award from the Council for Advancement and Support of Education.

 

SOURCE Michael Patrick Partners

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Suzy Says: Consumers Are More Likely To Learn About Healthy Food Trends From Social Media Than News Sources

Vlad Poptamas

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Photo source: lifelinescreening.com
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Suzy, a leading consumer insights platform that provides “actionable insights at the speed of culture,” asked U.S. consumers where they are most likely to first hear about the latest in healthy food trends. The results, powered by the platform’s on-demand network of more than one million consumers, may surprise you. Regardless of their interest in health, all survey respondents are most likely to hear about the latest in healthy food trends from their friends, family or social media, as opposed to television, blogs, magazines or online news sources.

Below are Suzy’s in-depth findings on the ways consumers are most likely to first hear about healthy food trends.

Suzy says healthy eaters are most likely to learn about the latest healthy food trends via the following:

  1. Facebook – 17 percent
  2. Instagram – 15 percent
  3. Friends or Family – 13 percent
  4. Blogs – 8 percent
  5. Television – 8 percent

Non-healthy eaters are most likely to learn about the latest healthy food trends via the following:

  1. Facebook – 20 percent
  2. Friends or Family – 19 percent
  3. Instagram – 10 percent
  4. Online News Sources – 10 percent
  5. Television – 10 percent

“These results highlight the power that the collective voice of consumers has in today’s marketplace,” said Matt Britton, founder & CEO of Suzy. “When social networks play a larger role in alerting consumers to healthy food trends than traditional media outlets, you can see how important it is to create products, packaging, brands and advertisements that truly resonate with your target audience, and inspire them to share the information with others.”

Called the “Siri for brands,” Suzy is a consumer intelligence platform that unlocks critical consumer insights to help organizations make better and more informed decisions—faster. Like having a focus group right in your pocket, Suzy brings the voice of real consumers directly to brands within minutes, so they can better understand their customers.

The platform currently serves some of the biggest brands in the world, including Coca-Cola, Procter & Gamble, Johnson & Johnson, Citibank, Verizon, Nintendo and Nestle. These leading companies validate critical assumptions with Suzy, so they can focus on creating compelling new products, developing effective marketing strategies, and validating direct offers that increase conversions and drive growth.

This survey was conducted online within the United States by Suzy on survey was run from Feb 27-28. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. To download the full white paper with additional results, click here. For complete survey methodology please contact Kyle Kim-Hays at kylek@suzy.com.

 

SOURCE Suzy

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Oracle Applauds Creators of Legendary Customer Experiences

Vlad Poptamas

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MODERN CUSTOMER EXPERIENCE — To celebrate the creators of truly great experiences across the entire customer journey, Oracle today announced the winners of the Markie Awards. The awards showcase Oracle Customer Experience (CX) Cloud customers who have delivered standout customer experiences across marketing, sales, service and commerce. This year’s winners include Bonnier News, Samsung Business, Things Remembered, Movember Foundation and the City of Albuquerque, New Mexico.

“The Markie Awards have celebrated the art and science of digital marketing for more than a decade and to reflect the changing way customers interact with brands, we have expanded their scope to celebrate sales, service and commerce professionals as well,” said Christina Cavanna, vice president, Corporate Marketing, Oracle. “The Markies are our way to recognize the people and organizations that push the boundaries of innovation to create outstanding experiences. The results achieved are incredible and Oracle congratulates all of this year’s winners.”

Spanning several categories, the Markie Awards recognize the movers, shakers and experience-makers from across industries. The winners of the 2019 Markie Awards are:

  • The Apex Award for Best Overall Customer Experience: Panasonic Computer Products Europe
  • The Thinker Award for Best Innovation in CX:
    • Best Innovation in Marketing: Snap Tech
    • Best Innovation in Sales: Aon
    • Best Innovation in Service: City of Albuquerque, New Mexico
  • The Insight Award for Best Use of Data: Cisco
  • The Heartstrings People’s Choice Award: Health Resources in Action
  • The Upshot Award for Best Demonstrated ROI:
    • Best Demonstrated ROI in Marketing: Bonnier News
    • Best Demonstrated ROI in Sales & Service: Kenya Revenue Authority
  • The Cultivator Award for Best Lead Management Program: Samsung Business
  • The Omni Award for Best Omnichannel Experience: Things Remembered
  • The Borderless Award for Best International Marketing Campaign: Movember Foundation
  • The Pinpoint Award for Best Account-Based Marketing Strategy: Hewlett Packard Enterprise
  • The Convert Award for Best Commerce Experience: Livelo

The 2019 Markie Awards were presented on Wednesday, March 20, during Oracle Modern Customer Experience in Las Vegas. Every year, Modern Customer Experience brings together thousands of leading brands, industry visionaries, product experts and customer experience professionals to discuss the latest trends and best practices in marketing, commerce, sales and service.

 

SOURCE Oracle

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