French beat Brits in fight for mobile-savvy Chinese consumers

UK retailers are lagging behind their French counterparts in the race to attract Chinese tourists, according to Nielsen and Alipay’s Outbound Chinese Tourism and Consumption Trends: 2017 Survey.

During their most recent overseas trip, 65% of the Chinese tourists who took part in the research paid for their expenses via their mobile devices. Meanwhile, 91% claimed they would show greater willingness to shop if overseas merchants accepted Chinese mobile payments.

“If UK merchants are to embrace the opportunities that come with increased tourism from China, it’s crucial that they get into the mindset of Chinese travellers,” says Li Wang, Head of Alipay EMEA, Ant Financial. “Providing products and services that are suited to their preferences is the best way for businesses including shops, restaurants, hotels and entertainment providers to market to Chinese tourists. But as this research shows, how they purchase is as significant as what they purchase for many Chinese tourists. When travelling, Chinese nationals expect the ease and simplicity of seamless, instant mobile payments, which they have access to at home; consequently, UK merchants that embrace mobile payments will have more appeal to Chinese customers.”

Vishal Bali, Managing Director of Nielsen China, adds: “China has embraced mobile payments faster than any country, and will continue to lead the global charge in this regard. Mobile payment is on the rise globally, and will continue to support greater connectivity and efficiency across the commercial ecosystem.”