2018 Chinese Marketing Proposal To Bring More Affluent Chinese Americans and Chinese ...

29 Pages·2017·3.71 MB·English

2018 Chinese Marketing Proposal
To Bring More Affluent Chinese Americans
and Chinese Inbound Tourists to
Aug 1, 2017
Contact:
Helen Hou –Senior Chinese Market Specialist
M: 301-512-8269 E: [email protected]
Ruby Wong – VP of Strategic Partnerships & Chinese Market
O: 212-378-6798 M: 917-426-8163 E: [email protected]
Objective of this campaign

Increase brand awareness of NYSTIA members
in the Chinese American and Chinese Inbound
Tourist Market

Educate Chinese Americans and Chinese
Inbound Tourists about the features, values/
benefits and USP (Unique Selling Points) of
NYSTIA members

Increase visitors to NYSTIA members and grow
in this fastest growing market with an expected
ROI (Return On Investment) at least 200%
2 million+ Chinese Americans Market
Opportunity in Tristate Area
Untapped Market Size Potential: Largest New Immigrants and Fastest Growing Population
•  Largest new immigrant group
•  No. 1 Foreign Property Buyers
•  High concentration of Chinese population NYC
•  Largest and Fastest growing foreign students
•  Fastest growing population 66% from 2000 – 2013
•  Attract about a million of Chinese inbound tourists who are visiting their friends and family in
NY
Market Financial Potential: Tremendous Buying Power
•  Highest household income
•  Over-indexed on outdoor activities and travel all year round
•  High travel frequency and Strong travel buying power
Higher Return On Investment
•  Targeted group of quality audience who are brand conscious and responds well with targeted
in-language marketing
•  Relatively lower cost for ethnic media activation compared to general market media therefore
a more efficient market and higher ROI
“Wealthy Chinese Buyers Head to
New York Suburbs”
§  Chinese are either the largest or second largest group of
foreign property buyers in 46 of the 50 states
§  High-end real estate on Long Island is quickly gaining steam.
Of the 136 deals that closed between Jan. 1, 2013 and Jan.
30, 2015 for $3 million or higher, 37 of them, or 27 percent,
were to Chinese buyers.
Source: New York Times, Feb 6, 2015
Chinese The Largest New
Immigrants More Than Mexicans
Source: “China Passes Mexico as the Top Source of New U.S. Immigrants” , Wall Street Journal, May 1, 2015
Chinese Students Largest and Fasting
Growing Foreign Students in the U.S.
304,040 Chinese foreign students ie. 31% of all foreign students
Source: Institute of International Education, 2015
Fastest Growing !
Ethnic Market!
!
Percentage Population Growth 2000 - 2013**
66%
56%
53%
15%
1%
Chinese American Asian American Hispanic African American White

Source: *Geoscape, 2000 and 2013 Chinese American population
**2013 American Community Survey
Travel No. 1 Leisure Activity for
Chinese
Source: Hurun Report Chinese Luxury Consumer Survey 2014
More Than Half of Chinese Wish To
Travel 3 – 5 Times A Year
Intended Travel Times Next Year
1-2 Times,
36%
3-5 Times,
53%
6 Times or
More, 11%
Source: Hurun Report Chinese Luxury Consumer Survey 2014
Chinese American Friends and Relatives Key
Influencers to 60% Chinese Inbound Tourists

Source: US Department of Commerce, 2015 Market Profile: China