1、1 2019 NEW TRENDS FOR MOBILE PAYMENT IN CHINESE OUTBOUND TOURISM 02 PREFACE Note: 1 Chinese outbound tourism in this report refers to travels by Chinese mainland residents to other countries and regions for private or business purposes. In 2019, the Chinese outbound tourism market has witnessed stab
2、le growth. The latest data from the China Tourism Academy shows that the outbound tourism market totaled about 81.3 million trips in the first half of 2019, up 14% year-on-year. With continuous economic growth, easier access to visas, more direct routes and other tourism facilities, outbound tourism
3、 has penetrated the lower-tier markets. The upgrade in tourism consumption demands from lower-tier markets is also becoming increasingly prominent. Upgraded consumption is no longer dominated by young pioneering tourists in Tier 1 cities; while tourists in Tier 2 and 3 cities, as important growth dr
4、ivers of the outbound tourism market, have become forces to be reckoned with in this new wave of consumption upgrade. Thus, to gain insights and deep dive into the Chinese outbound tourism market, one of our focuses in this report is to explore trends in outbound travels from lower-tier markets. Chi
5、nese tourists are also driving the development of Chinese mobile payment overseas. As a global leader in mobile payment, China has seen continuous development of its mobile payment industry in recent years, fueling the growth of the mobile payment market for outbound tourism while taking the market
6、to the next stage. On the one hand, the Chinese mobile payment market has maintained a stable growing trend in terms of consumer base; and on the other hand, on the supply side, local merchants, as a crucial part of local ecosystems in outbound tourism destinations, are subject to emerging waves and
7、 opportunities of new retail models and digitalized operations. The 2019 New Trends for Mobile Payment in Chinese Outbound Tourism whitepaper, further taps into the development and transformation of Chinese mobile payment in outbound tourism markets. Similar to its predecessors, this report will con
8、tinue to focus on Chinese tourists and overseas merchants, the two key participants of Chinese mobile payment ecosystem, as well as the attitudes and views of both sides towards Chinese mobile payment, in an attempt to figure out the status quo and application trends of Chinese mobile payment system
9、s. In terms of retail, we will reveal the benefits that overseas retails have achieved with the aid of Chinese mobile payment, explore innovative cooperation models between local merchants and Chinese mobile payment providers, and share our insights into the ongoing changes in the outbound tourism m
10、arket and future trends. Respondents in this survey fall into two categories. The first is Chinese tourists who traveled abroad in 2019 and have a plan for outbound travels in the following year (totaling 4,837 aged between 20 and 50 from Tier 1, 2, collect information about shopping, local products
11、 and local merchant promotions online before departure (69%), make appointments for foreign currency exchange online (19%); apply for visas or searched for visa information via online platforms (32%); and use their mobile phones to translate information about transport (30%) and dining menus (26%) a
12、fter arriving at their destination. These online and offline interactions spanned the entire process of Chinese tourists overseas travels and influenced their decisions and consumption in sightseeing at tourist attractions, accommodation, food and drinks, and getting around. The main reasons why Chi
13、nese tourists used mobile payment in various scenarios during overseas travel included the convenience of mobile payment and their expectations of enjoying travel and consumption safely and comprehensively through a one-stop platform. Innovations in Chinese mobile payment and related technology are
14、gradually forming a new outbound tourism business model. In this model, overseas merchants provide Chinese tourists with information, promotions and product sales seamlessly across online and offline platforms, which will also inspire overseas merchants to digitized and upgrade their operations. Sou
15、rce: Nielsen 28 4.CASE STUDY: ALIPAY FACILITATES THE DIGITAL OPERATION OF OVERSEAS MERCHANTS TREND OF ALIPAYS GROWTH IN OUTBOUND TOURISM MARKETS As Chinese tourists make more overseas trips, the accumulated technological and operational experience of Chinese mobile payment platforms can increasingly
16、 be found abroad. User penetration and transactional scales have continued to grow, while Chinese mobile payment platforms integrate and innovate further with local business models serving tourists. On one hand, these solutions allow Chinese tourists to spend conveniently and safely in various use c
17、ases during their overseas travel, which accelerates the mobile-oriented outbound tourism lifestyle of Chinese tourists. On the other hand, it gives local merchants new ideas in the upgrade and innovation of their digital operations. This chapter will take Alipay, a leading Chinese mobile payment pl
18、atform, as an example, and look at its recent developments in outbound tourism and the new model it brings to local merchants. 95% of surveyed merchants serving tourists in the U.K., Singapore and South Korea found that the proportion of Chinese customers paying by Alipay has remained or increased s
19、teadily compared with the previous year. At the same time, 96% of local merchants found that the amount of spending via mobile payment by Chinese tourists remained the same or increased. In 2019, 100% of Chinese tourists surveyed have Alipay on their mobile phones. Among those Chinese tourists used
20、Alipay during overseas travel, on average, each used Alipay in nearly 4 use cases during their most recent trip overseas. These use cases included at tourist attractions, hotels, restaurants and shopping in duty-free stores. TRENDS FOR MOBILE PAYMENT USAGE BY CHINESE TOURISTS 96%95% 5%4% A stable or
21、 higher proportion of Chinese tourists using Alipay A stable or higher amount spent with Alipay by Chinese tourists Source: Nielsen 29 The open mini-program ecosystem has created a convenient experience for Chinese tourists by continuing to enhance their use of Alipay overseas and stimulating their
22、consumption. ALIPAYS DIGITAL OPERATIONS FOR OVERSEAS MERCHANTS Overseas merchants have started to fully leverage the Alipay platform to enhance their digital operation capabilities. In the areas in the U.K. where mobile payment is rapidly developing, nearly 70% of merchants have started to use servi
23、ces other than payment in Alipay, including digital marketing (on Alipay and Fliggy), transaction management, online reservation service, etc. At the same time, with the development of mini-programs, some merchants have already prepared layouts and become among the first to launch Alipay mini-progra
24、ms. In Singapore, Resorts World Sentosa launched mini-program supporting ticket purchase, food reservation, membership service, navigation map, etc., which allowed Chinese tourists to buy tickets, book celebrity restaurants with a click on the mobile phone and enjoy discount with a mobile phone. The
25、se services have not only expanded the current business and marketing model for overseas merchants, but have effectively leveraged the huge volume of traffic on the Alipay platform. 78% of the U.K. merchants surveyed said that they are likely to recommend Alipay to their industry peers in the future
26、, especially utilizing digital exploration to improve efficiency and turnover. 78% 78% of the U.K. merchants surveyed are likely to recommend Alipay to industry peers Source: Nielsen 30 WHETHER TO RECOMMEND CHINESE MOBILE PAYMENT TO CHINESE CUSTOMERS? WHETHER TO RECOMMEND CHINESE MOBILE PAYMENT TO I
27、NDUSTRY PEERS? 5.PROSPECTS AND CHALLENGES FOR THE GROWTH OF CHINESE MOBILE PAYMENT OVERSEAS MORE MERCHANTS WILL RECOMMEND CHINESE MOBILE PAYMENT TO THEIR INDUSTRY PEERS With the increasing number of Chinese tourists using mobile payment and the potential for bringing local merchants better customer
28、traffic and turnover, 74% of surveyed merchants said that in the future, they are likely to continue recommending Chinese mobile payment services to Chinese tourists. 63% of surveyed merchants in the U.K., South Korea and Singapore said they are likely to recommend Chinese mobile payment systems to
29、other merchants in the future and will bring new ideas to the industry to improve efficiency and turnover. 74% 15% 11% 63% 17% 20% Probably Wouldnt recommend Not sure Probably Wouldnt recommend Not sure In terms of future store operations and management, 66% of local merchants hope to carry out more
30、 digital store operations through Chinese mobile payment. 66% of local merchants hope to further their stores promotional and marketing activities by leveraging Chinese mobile payment platforms. CHALLENGE: GRASPING MARKET DEMANDS AND SUPPORTING THE DIGITIZED OPERATIONS OF OVERSEAS MERCHANTS In recen
31、t years, Chinese mobile payment solutions have undergone remarkable development in outbound tourism markets. Within each region, mobile payment engagement and volume of Chinese tourists are progressing on multiple levels. Nonetheless, the road to high-quality development requires a long-term view. C
32、hinese mobile payment solutions in overseas markets have made significant achievements but challenges await in the next milestone. Chinese outbound tourism markets are clearly expanding and being driven by lower-tier cities. To ensure future development, it is essential to understand tourists rapidl
33、y evolving consumption and payment needs during overseas travel, and provide a thoughtful, exceptional online and offline customer experience. Meanwhile, Chinese mobile payment platforms must continue to bring innovative solutions to overseas merchants and enable overseas merchants to better serve t
34、heir customers with more digital operation tools and services. Source: Nielsen 31 2019 New Trends for Mobile Payment in Chinese Outbound Tourism is a specialized survey conducted by Nielsen on the outbound spending and payment behavior of tourists from the Chinese mainland, and merchants in tourist
35、attractions from the U.K., Singapore, and South Korea, as well as the trends affecting their potential future behavior. In November 2019, Nielsen conducted an extensive quantitative online survey with 4,837 residents from first, second and third tier cities of Chinese mainland as its research subjec
36、ts, all of whom had traveled outbound in the past 12 months and plan to travel outbound in the next 12 months. In terms of the respondents from the Chinese mainland, to guarantee the representativeness of the samples, the survey took random samples from residents aged 20-50 in first-tier cities such
37、 as Beijing, Shanghai, Guangzhou, and Shenzhen, second-tier cities such as Tianjin, Nanjing, Hangzhou, Chengdu, Chongqing, and Qingdao, and third-tier cities such as Jilin, Zaozhuang, Taiyuan, Zhuhai, and Shaoxing. In addition, in December 2019, Nielsen field visited and investigated 547 merchants i
38、n and around the scenic area from the U.K., Singapore, and South Korea, including 219 merchants from London, 165 merchants from Singapore, and 163 merchants from Seoul. The data of merchants from the U.K., Singapore, and South Korea in the report was the sum of the statistical data of tourism contri
39、bution from the countries or regions after weighing. This survey on trends for mobile payment in Chinese outbound tourism was a quantitative research by Nielsen, commissioned by Alipay. The results of the survey do not necessarily reflect the opinions of the commissioning party. All data collected a
40、nd presented was based on the basic conditions of the populations and was only intended to be used for the purpose of this survey. Nielsen Consumer Finance Research Team designed this survey and based its opinions on it in an attempt to provide a reference material for the general market, the indust
41、ry, and the general public. Nielsen shall not bear any responsibilities or liability for the data and the opinions contained herein. RESEARCH METHOD AND STATEMENT 32 SHAPING A SMARTER MARKET ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provi
42、des the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand whats happening now, whats happening next, and how to best act on this knowledge. For more than 90 ye
43、ars Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the worlds population. For more information, visit 33 SHAPING A SMARTER MARKET At Nielsen, data drives everything we doeven art. Thats why we used real data to create this image. Copyright 2020 The Nielsen Company. Confidential and proprietary. Do not distribute.
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