Milan, October 24, Shedding new lights on Chinese consumers in Italy

20 Oct 2017

Digital Retex event scheduled for the 24th of October will address one of the most relevant topics for retailers. We will discuss the profile of the new Chinese consumers, their buying behaviour and the trends they follow, discovering how to reach, engage and serve them when abroad leveraging WeChat

Milan, October 24, h. 17.30 at the Officina 22 (Foro Bonaparte,22) – Beyond Borders: The new Chinese consumers in Italy


 Chinese tourists abroad are expected to grow to 220 million by 2025, up from the 120 million of 2015. Latest researches found out that young people in their 20s-30s make up the bulk of these travelers and will increase as 74 million Chinese people graduate in the next ten years. As more and more young people travel, independent travelling is preferred over the traditional organized groups as for them the language barrier is not a major obstacle anymore.

They are affluent and spend considerably: overseas spending by Chinese tourist is expected to top $450 billion by 2025. Preferred destinations are still other Asian countries: indeed, Thailand and Japan are the largest recipients of Chinese outbound travelers. Immediately follow the United States of America and Europe led by Italy, France, Germany and UK. When abroad, most of them visit many cities at once minimizing the nights spent in one city only – with exception of London, the average stay is about 2/3 days. Most of them use quality tours and look for entertainment, good food and luxury shopping - 35% of all luxury spending in 2015 was made by Chinese, especially when abroad.

China boasts the highest number of Internet users in the whole world,93% of which use mobile as their preferred device. The most effective way to communicate with them is digital marketing and social media campaigns. In one word: WeChat. Since its launch, WeChat keeps enlarging its user base that now counts more than 938 million users.  Today it is one of the most popular apps in the world. Yet is more than just a social media channel, it is also the payment tool of choice of millions of Chinese people that carry out more than 600 million transactions daily. Among its users, 87% are young people between the age of 18 and 35 and are mostly concentrated in Tier 1 and Tier 2 cities.