China Pulse - March 2016

Market Research Report on Chinese Outbound Tourist (City) Consumption 2015

Following the successful release of “Market Research Report on Chinese Outbound Tourist (City) Consumption in 2014”, September 2014, in 2015, World Tourism Cities Federation (WTCF) took the lead in the design of a new survey and questionnaire for a wider range of investigation. WT CF successfully organized its members, such as China International Travel Service Limited, Head Office (CITS), China Youth Travel Service (CYTS), CAISSA (China), and UTS, to actively involve in the survey, and again, commissioned Ipsos, one of the world’s three biggest market research institutions to carry out the social survey in the following six months in China. Based on the latest development characteristics of the tourism industry, changes of public concerns on outbound tourism consumption, and in line with the general attention and concerns of WTCF members, Ipsos finally completed “Market Research Report on Chinese Outbound Tourist (City) Consumption 2015” that fully reflected the current market situation.

The survey showed that more than a third of Chinese tourists considered travel as important as love and marriage, family wealth, career development, learning and education, health care, and child growth. It was significant in improving the index of the quality of life and people’s well-being.

We could see the heartfelt enthusiasm of Chinese tourists to travel. With the continued growth of per capita income, and as Chinese economy gradually entered the postindustrial era and an era of science and technology innovation, business model innovation and the Internet+, tourism has become a pillar industry in China’s social and economical development. Meanwhile, the Chinese public attached growing importance to the multiple benefits of tourism and more and more people chose to travel abroad. The growth momentum of China’s domestic and outbound tourism would be high over a long period of time. It not only brought new prosperity of the tourism industry in China, but also posted new opportunities and challenges for the development of tourism in breadth and depth.

Macro Economy Data of Q1 2016 China

China’s economy showed moderate but steady growth with a year-on-year GDP increase of 6.93 percent at comparable prices in Q3 2015.

Survey on Spring Festival Consumption 2016

As the first consumer “Golden Week” in 2016, the Chinese New Year of the Monkey is just round the corner. How do consumers plan their spending during the Spring Festival? Where do they want to have their family reunion dinner? How will they spend this holiday season? Through Ipsos’ recent sur vey among 800 consumers from first and second tier cities on Spring Festival consumption, you will get what you want to know.

Revealing the Effectiveness of Food and Beverage Advertising

We all know that reach and response are two major dimensions most important in measuring the performance of advertising.

Reach is determined by visibility and the degree of brand connection in associated memories, and response relies on persuasiveness and brand equity. Both are drivers of advertising in short-term sales growth and long-term improvement of brand equity in the minds of consumers.