Why is it said that Chinese people “buy whatever they go to”?

In 2016, China’s outbound travel volume reached 1.22 trillion, an increase of 4.3% over the previous year; outbound tourism consumption was US$109.8 billion, an increase of 5.1% over the previous year. China has become the world's largest source market for outbound tourism, the largest consumer of outbound tourism, and the largest exporter of international students. Overseas consumer demand is increasingly strong.

One of the manifestations of the upgrading of Chinese overseas consumption is the rapid growth of hotel and restaurant consumption. This is mainly because in the past, Chinese people mainly traveled in group tours, but now the proportion of independent travel has increased significantly. Chinese people traveling abroad have an increasingly strong demand for leisure, relaxation and in-depth experience of local culture and food.

From the perspective of consumption destinations, Chinese outbound consumption is mainly concentrated in Asia, Europe and the United States. From the perspective of consumer characteristics, overseas consumption is dominated by women in their 20s and 30s and men in their 30s and 40s.

According to data released by the Hong Kong Tourism Board: the number of mainland visitors to Hong Kong climbed from 2.36 million in 1997 to more than 42.77 million in 2016, an increase of 17 times in ten years. This number is equivalent to the total number of outbound tourists from mainland China. 1/3, which is equivalent to one in every 30 people in China's 1.3 billion population who visited Hong Kong last year.

In the past 20 years, Hong Kong tourism has experienced tremendous changes. After Hong Kong's return to the motherland, tourism to Hong Kong went through five periods: the embryonic period from 1997 to 2002, when wealthy group tours were the mainstay, and the number of tourists was small; the development period from 2003 to 2005, and Hong Kong tourism after SARS Ushering in a small climax, the opening of Hong Kong Disneyland attracted a large number of tourists to travel to Hong Kong; 06-08 was the peak period, the outbound travel boom came, and Hong Kong, as the most convenient and economical destination, became the first choice for outbound travel; and then in 2009 -In 2014, the overheated tourism in Hong Kong caused a series of problems, and the proliferation of low-priced tour groups led to a decline in Hong Kong’s tourism experience; in 2015-17, the market returned to rationality, and the growth rate of the number of people visiting Hong Kong slowed down, and even declined for a time, but consumption upgraded and went to Hong Kong Travel ranges from shopping to in-depth tours to experience Hong Kong culture.

Young people are more savvy and picky when consuming, and they are expert consumers. Growing up in the Internet information age, they receive a large amount of fragmented information every day. They have individuality and opinions. They are accustomed to making decisions based on their actual needs and doing enough homework before consuming. Although this does not mean that young people will not consume impulsively at all, but at least blind consumption without reason has been sharply reduced.

A comparison of the consumption structure of tourists visiting Hong Kong in 2013 and 2017 found that the consumption structure of tourists has also changed from saving money and spending on shopping to increasing spending on hotels, tourism services, food, and entertainment projects. expenditures. Shopping, which accounted for more than 30%, used to be the biggest expense when traveling to Hong Kong. Now, hotels, food and entertainment are the biggest expenses.