Scam merchants offer lesson in communicating with China

Scam merchants offer lesson in communicating with China

2 April, 2013

The prosecutions of two souvenir companies for selling bogus “New Zealand-made” merchandise reinforces how reputable New Zealand companies must help tourists make informed decisions by promoting their brands in China.

“Many companies offering great New Zealand products and experiences are failing to connect directly with potential and actual Chinese travellers – and they risk being overlooked or left off the itinerary,” says Wonder Street partner Estella Li.

“Chinese travellers want to make informed decisions and companies that can project their brand and reputation, as well as endorsements, in China can earn a cachet among the growing market of independent travelers,” says Li.

With more cases of rip-off merchants heading for the courts, it’s important that reputable New Zealand companies establish their trustworthiness and reliability by communicating more directly with consumers, says Li.

Tourism New Zealand is aiming to build New Zealand as a destination in its own right, rather than as an “add-on” to an Australian holiday and the government has set a target of a 60-percent growth in tourism in its NZ Inc. China Strategy.

Tourism New Zealand general manager Asian markets Tony Everitt told Chinese media last year that the rise in independent Chinese travellers “has a huge amount to offer” New Zealand. (See China Travel News: http://www.chinastage.com/china-travel/2012/02/29/experienced-hand-to-guide-new-zealand-tourism-strategy/)

In the year ending February, visitor arrivals from China were up 38 percent (57,100) from the February 2012 year, surpassing 200,000 annual visitor arrivals for the first time, according to Statistics New Zealand.

“This is a rapidly evolving market that tourism companies must connect with – preferably before the tourists leave China. Communicating through new media, for example, helps build trust and gives Chinese travellers confidence that they will get high-quality products and experiences that are value for their money,” says Li.

Wonder Street (www.wonderstreet.co.nz) helps New Zealand businesses communicate and connect with Chinese markets.

ENDS

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