How to treat the phenomenon of China tourists' outbound travel sweeping goods

It is said that China, with the largest tourist population in the world, officially opened its outbound travel more than ten years ago, and traveling abroad has become the common choice of people from all walks of life in China. In recent years, the demand for outbound travel has exploded, which has become a unique landscape of all scenic spots in the world and a major driving force to support the world tourism market.

The author observes that one of the biggest characteristics of overseas travel in China is that they are not interested in mountains and rivers, but interested in shopping. China people hate "shopping tours" when they travel in China. In the process of traveling, the most common thing is the shopping dispute with the tour guide. They often complain that there are too many shopping spots arranged by travel agencies, and tourists don't even want to enter a store. However, when tourists go abroad, it is different. Everyone has a big bag and a small bag, and they go home with a full load. Whether in Europe, America, Japan, South Korea or Matai, shopping malls and airport duty-free shops are crowded with China's shopping army everywhere. Some tourists complain that foreign shopping malls close too early, complain about foreigners' working hours and habits, and complain that foreigners are "too lazy". In Paris and other places, the purchase of European luxury jewelry can not be described as general purchase, but simply "crazy purchase", which attracts foreigners' strange eyes. However, whether foreigners have different eyes or not, China tourists travel and shop. China tourists' global cargo sweeping trip has become the "savior" of overseas businesses.

According to the data released by China National Tourism Administration, since 20 14 years, China citizens have made more than 1 100 million trips abroad. During the 20 15 Spring Festival holiday, the number of outbound tourists in China reached 51820,000, a year-on-year increase of 10%, and the number of outbound tourists exceeded that of domestic tourists for the first time. In a Spring Festival holiday, the number of people traveling abroad in China can reach more than 5 million, which is already the population size of a country! Huge consumption power has brought spring-like warmth to the world market with sluggish domestic demand. According to the Survey Report of China Citizens' Outbound (Urban) Tourism Consumption Market, China tourists spend nearly 20,000 RMB per capita abroad, accounting for 57.8% of the total. Last year, china tourism academy estimated that China tourists spent more than 654.38+04 billion yuan during the Spring Festival. The outflow of "fat water" caused by China's overseas goods sweeping has caused the annual trade deficit of inbound and outbound tourism in China to exceed $654.38+000 billion. China residents spend more than 1 trillion yuan on outbound travel every year, reaching10.5 trillion yuan last year.

The reason why China tourists are keen on overseas shopping, even sweeping goods, and spend a lot of money needs our careful analysis.

Behind the overseas goods sweeping is the backwardness of price and China's tax-free system.

It goes without saying that China people have high income and strong spending power. The direct reason why China people are keen on overseas shopping is that after comparison, the same goods are cheaper abroad than at home. According to a survey conducted by the Ministry of Commerce, the average price of high-end consumer goods of 20 imported brands in five categories, namely watches, bags, clothing, wine and electronic products, in Chinese mainland is about 45% higher than that in Hong Kong, 5 1% higher than that in the United States and 72% higher than that in France.

The price difference at home and abroad gives China tourists the impression that foreign goods are too cheap, and they have simply entered a "shopping paradise". Not only are so-called luxury goods such as watches, handbags and cosmetics far from the domestic price gap, but even ordinary shoes, shirts and jeans are half or even 30% cheaper than domestic ones, and electronic products have become cheaper and cheaper in recent years. There is a big price gap between domestic and foreign daily skin care products. Chinese cigarettes, Moutai and Wuliangye, which are very expensive in China, are quite cheap in duty-free shops at foreign airports.

In recent years, RMB has appreciated and foreign currency has shrunk, and the cost of overseas travel has been cut by more than half. The author saw in Japan that Japanese cameras of the same model are much cheaper in Japanese stores than in domestic stores. Japanese tourists travel to China and South Korea for purchasing, which is largely due to the decline of Japanese yen and Korean won, and the price difference between the same goods and China is very large, so it will stimulate Japanese tourists to buy. In Chiba, the former store of Tokyo Electric Appliances, the author found that at least half of the tourists came from China, and quite a few waiters came from China. On the way home from Seoul Airport, every time I saw tourists from China, everyone was packed with small bags, and some even brought back three or four boxes.

Now, the list of overseas shopping of China tourists is also expanding. There are French perfumes, Swiss army knives, watches and chocolates in Europe. In Japan and South Korea, tourists from China buy small items such as pencils, peelers and goggles, as well as large items such as electronic products, rice cookers and suitcases. The import tariff of high-grade goods in China is high, and the development level of duty-free shopping is backward.

The secret of overseas goods sweeping is that the brand does not match the supply and demand in the domestic market.

In recent years, Japan's "toilet lid", South Korea's "rice cooker" and Japan's "rest assured rice". It's all very hot. In the upsurge of traveling to China, the phenomenon that Japanese tourists are keen to buy all kinds of daily necessities in Japan has aroused heated discussion. Cheap prices make it understandable for China tourists to "sweep the goods". However, Japanese and Korean "toilet seats", "rice cookers" and "safe meals" are not cheap. Why do China tourists rush to buy it? When I was in Japan, my friend recommended buying Japanese rice to take back, but rice 150 RMB 1 kg.

The secret of this is brand.

In recent years, China people's brand awareness has been continuously enhanced. It is fashionable to wear high-end cosmetics, brand-name clothes, high-end watches and expensive handbags. No matter luxury goods or daily necessities, the China market is constantly attracted by foreign brands. At present, the main force of outbound travel has changed from the high-income class in previous years to the middle-class white-collar workers, with a large proportion of women. Conspicuous consumption, giving gifts and buying things for relatives and friends are the main reasons for China tourists to shop. Female tourists are the main force of overseas tourism, accounting for a large proportion of consumption, mostly targeting high-end fashion, brand-name cosmetics, jewelry and other commodities; Candy, chocolate, shirts, small souvenirs, etc. Will also be bought back and given away; The biggest consumers in Japan and South Korea are household appliances such as cameras and rice cookers.

The author asked Japanese tourists who bought in Chinese and Korean shopping stores, what is the motivation of "sweeping goods"? They said that in those stores, not only the global goods are complete, but also skin care products and clothing produced in Korea and Japan are endless. In addition, the price is cheap, there are Chinese shopping guides and Korean waiters in the store, so you can't stop the train.

China tourists buy certain brands of Japanese products, such as Tiger brand thermos cups and Imaji brand towels. This is related to the "high-end boutique" strategy of daily necessities launched by the Japanese government in recent years. It is reported that Imaji towel is a specialty of Imaji area in Ehime Prefecture and has been sold all over the country. However, since the 1990s, due to the impact of domestic low-priced towels, the output has been greatly reduced, and many manufacturers have closed down. In 2006, the Japanese government funded the brand strategy of Imaji Towel. According to local government regulations, only manufacturers who meet strict quality standards can use Jinzhi brand trademark, and conduct strict sampling inspection on a regular basis. The brand's "high-end boutique" strategy has achieved great success. Now, in the big department stores in Tokyo, China tourists often buy dozens of towels.

What is exposed by overseas goods sweeping is the crisis of trust in quality and domestic market.

Due to the long-term competition for the market through price wars, China brands often leave consumers with the impression of low price and low quality, which is in sharp contrast to the long-term "high price and high quality" of overseas brands in China. Regardless of whether there are huge differences in quality, the "high cost performance" of overseas products has become the common sense of China consumers. Tourists shopping in Japan report that many Japanese products are better than domestic ones in appearance, performance and quality, and the humanized design of many Japanese gadgets makes people feel comfortable to use. However, the domestic market is mixed, which easily leads to consumers' dazzling choices, while foreign consumption sometimes has a lot of worries in this regard.