Daily Archives: June 22, 2009

China And Italy Set Up Cultural Partnership

Literary Giant Mo Yan Becomes The Brand Ambassador For Beijing/Lazio Cultural Exchange Partnership, Promoting Chinese And Italian Tourism

Chinese author Mo Yan. Photo © Johannes Kolfhaus

Chinese author Mo Yan. Photo © Johannes Kolfhaus

The respected Chinese author Mo Yan has taken on the role of brand ambassador for a new cultural partnership between Beijing and the Lazio region of Italy, promoting stronger cultural ties between the two governments and attracting more travel from tourists in both regions. Mo, who traveled to Italy to create the documentary “Roman Walks: Travel Diary of Mo Yan,” is well-known in China and the West for two of his novels on which the film Red Sorghum was based, and is widely regarded as one of the country’s greatest literary voices. As Zhang Lei writes, Claudio Mancini, president of Lazio Tourism Board, felt that Mo would be a better “face” for the cultural partnership as he brings the perspective of a Chinese intellectual, and “both Rome and Beijing have ancient cultures.” With this appointment, it will be interesting to see if other world cities create more cultural exchange partnerships as a result.

Zhang goes on to note, the huge population and increasing tourist base of China offers huge opportunities for European travel centers, since only about 5% of the Chinese who traveled abroad last year went to Europe. If only 10% went to Europe, travel operators could expect huge revenues even if other tourists cut back:

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Marketing To Chinese Millionaires Presents Opportunities And Challenges

As Ranks Of High Net Worth Individuals Continue To Grow, Luxury Marketers Need To Adapt Creative Techniques For Chinese Market

A number of reports released this year have identified China’s millionaire class as one of the world’s fastest-growing high-net-worth demographics, outpacing nouveau riche in other emerging economies like India and Russia. With China’s massive economic growth over the past 30 years, and vast population size, this is no big surprise. Unlike their non-Chinese counterparts, this group of wealthy individuals — who are rapidly becoming  among the favorites of luxury brands — present unique challenges for marketers who have become accustomed to emerging luxury consumers simply springing for the most expensive items regardless of brand outreach.

Today, an article in PR Inside delves into the still-undefined world of the Chinese luxury consumer — a consumer segment that attracts lots of press but little new insight or clarity. Since China’s wealthy population remains highly stratified, with sophisticated, long-time buyers concentrated primarily in coastal, first-tier cities and newer, first-time buyers spread throughout second- and third-tier cities as well as the odd frontier town, the Chinese market presents a difficult challenge for brand marketers. One-size-fits-all marketing strategies simply will not do in a country the size of China, and the message for Shanghai or Beijing’s consumers won’t translate to other regions.

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