How to Reach the Chinese Market Direct

ChichakuAustralia

Introducing genuine Australian experiences to Chinese travellers

Reach the fastest growing inbound tourist market

and get your share of $9 Billion projected by 2020

ChichakuAustralia

Why Chinese travellers might choose your AUSTRALIAN business!

• 860 000 visitors predicted by 2020

• Australia is a hot spot for Chinese New Year

• Average night stay is 56 compared to 34 globally

• Expenditure by Chinese travellers is up by 15% since 2010

• TheaffluentChinesetravellerisINTERNETsavvyanddoesresearchpriortotravel

• Luxury golf, food and wine and ‘dream’ experiences are a high priority for

‘FreeIndependentTravelling’(FIT)Chinese

• The number of Chinese traveling to Australia has increased by 32% since 2009 and the

number is constantly growing

#1REASONWHYCHINESETRAVELLERSWILLCHOOSEYOURBUSINESS?

YOU ARE CONNECTED!

Chichaku Australia POBox4816CairnsQLDAustralia4870| Email: [email protected] | Phone: 0409 561 336

www.chichakuaustralia.com.au | www.chichaku.com

ChichakuAustralia

Challenges & Opportunities

Fundamental shifts are in progress

Although visitor numbers from traditional English

speakingmarketssuchastheU.S.andU.K.have

stablisedaftertheimpactoftheglobalfinancial

crisis of 2008, the rebound has been lukewarm

and will be constrained due to demographic and

economic reasons.

Outbound travel from the BRIC (Brazil, Russia, India and China) countries continues to grow. Thanks to the fundamental strengths of their economies, this trend is sustainable and will continue to grow.

The impact of Chinese tourists

OfthefourBRICcountries,theChineseoutboundtourismindustryhasexperiencedaseismicshiftinrecentyears

and has had a momentous impact on major tourist destinations worldwide. Consider the following:

• AccordingtotheWorldTourismOrganisation(WTO),in2009,Chineseoutboundtouristsregistered60

millionperson-trips.TheWTOpredictsChinesetouristswillreach100millionby2020andthatChinawill

becometheWorld’slargesttouristexportingcountry.

• ThenumberofChinesetouriststravellingtoAustraliaeachyearhasreached542000(agrowthrateof

24%since2009).InboundChinesetravellersalsohadthelargesttotalexpenditurewithAU$3.26billion

spentontripstoAustralia.Onaverage,ChinesevisitorsstayinAustraliafor56days,supersedingthe

globalaverageof34nights,andspendsonaverageoverAU$6,800perpersonpertrip;significantlyhigher

than theoverall tourist spendaverageofAU$4,000perpersonper trip.By2020,Chinese tourists to

Australia are expected to outnumber all other tourists, even those travellers from New Zealand.

300,000250,000200,000150,000100,000

50,000 0

2005 2006 2007 2008 2009

Aus

tral

asia

/UK

USA

BC Visitors - English speaking countries

3,600,000

3,400,000

3,200,000

3,000,000

2,800,000

2,600,000

Australasia UK USA



Notonly istheoverallnumberofoutboundtouristsrisingrapidly,affluentChinesetouristswhohavetravelledoverseas more than once, are shifting away from packaged tours and towards personal independent trips which offeramuchricherexperience.

China was Australia’s fourth largest inbound market for visiting traveller arrivals with an increase of 24% since 2010. With a current total spendofoverAU$3.2billionper annumbyChinese travellers inAustralia, tourismprofessionalsestimateapotentialgrowthinspendingofbetweenAU$7billiontoAU$9billionby2020.

• Australia also has a growing local Chinese population which does most of its travel research in Chinese

• Affluent,‘FreeIndependentTravellers’(FIT)toAustraliafromChina,arethefastestgrowingpartofthe outboundChinesetravelmarketwith‘VisitingFriendsandRelatives’(VFR)alsoshowinggrowth.These groupsarelookingfor‘DreamDestinations’.

• ‘DeepDive’trips–tripsinwhichthetravellerbecomesimmersedinaplaceandactivity–havebecome another fast growing trend for Chinese travellers. This is ideal for most of the destinations and activities thatAustralia’snaturalplaygroundshavetooffer.

Chinese tourists present a major market opportunity for Australia’s tourism market but reaching out to these tourists and getting a share of the revenues remain a challenge:

• Howdoyoureachouttotheminthelanguagetheyfullyunderstand? • Howdoyoupromoteyourbusinessontheinternetsotheycanfindyou? • Traditional social media channels such as Facebook and You Tube are not accessible in China.

www.chichaku.comMaking your business visible to Chinese travellers!

How can they find your business on the Internet in the language they are most comfortable reading and writing?

ChichakuAustralia

Chinese Tourist Opportunities in Australia

Challenges in Marketing to Chinese Tourists



ChichakuAustralia

About Chichaku Australia

Chichaku Australia provides rich content to Chichaku.com; amultilingual online travel portal designed specifically for themultilingual globalmarket.We combinemedia rich, travel stylefeature articles with travel guides and business listings. • Magazine-style feature articles, written by professional copywriters, promote regions, cities, points of interests, businesses and dream destinations • General interest theme pages covering various regions, cities and points of interest • Premium and regular business listings • BlogandBulletinBoardSystemareasinChinadesigned todrivetraffictothesite

Chichaku Features • AllcontentinEnglishandSimplifiedChinese • Countries already covered are: England,Scotland, Wales, North America, Canada, France, Germany and other European countries • Professional bloggers based in Australia and China • Chichaku Australia will be covering all states, territories and specialty regions of Australia. The launch stageswillfeaturepopularChinesetravellerdestinationssuchasSydney,Melbourne,Brisbane,Adelaide,Perth, Tasmania,AliceSprings,Cairns,theGreatBarrierReefandmuchmore.

Target the Travelling Audience • AffluentChinesetravellerswhowanttohaveamorepersonal‘dreamtravel’experience • Chinese travellers on long stay in Australia: language students, immigrants and Chinese speaking residents of Australia • English speaking audience who enjoy reading online travel magazine feeds

Website Statistics

• 240,000 and 250,000 unique users per month with a little over 2 million page views • Readerschosetoviewourcontentwithasplitof48%Chineseand52%English • Readerprofileis26-44yearsold,wealthy(averagenetworth$1millionplus) • Initial hits on a new listing are about 8,000 page views in the first few weeks with some listings averaging out at around 16,000 page views per month. • well over 1000 pages of content and growing every month.

Surfing in Tofino



ChichakuAustralia

Why list with Chichaku ?

How we are different?

• IntensivesocialmediapresenceinChinainteractingwithtravellersandtravelagencies • Digitallinkstoover100travelagentsinChina • Ourrichcontentensuresloyalandreturningvisitorstooursite • Independentfeaturearticleslendauthorityandcredibilitytooursiteanditscontents • OnlyknowntravelsitewhichincludesChinesecontentdowntothefinestdetail • Avarietyoflistingoptionstodifferentiateyourbusinessfromsimilarbusinesses

Advantages of listing with Chichaku • Direct linktotravelbrokers inCanadaandtravelagents inChina,making itpossible for travellers to select your business before they visit a travel agent in China • Thanks to the unique content, Chichaku is guaranteed to be highly ranked among search engines, increasing the visibility of your business listing • Exposure of your business to the fastest growing inbound travel audience researching travel destinations and looking for inspired stories through Chichaku.com • All our translations are completed by human translators both Chinese and English

• SearchEngineOptimisationonallsearchengines,bothinChineseandEnglishFeature Article in Chinese



ChichakuAustralia

Search Engine Optimisation

Content keyword optimised to rank highly

SearchEngineOptimisation–SEO– istheway inwhichpeoplefindyourwebsite.Eachcountryandlanguage

hasseveralsearchengines,GooglebeingthemostwellknowninAustralia.WeoptimiseyourlistingonChichaku

ineverysearchengineavailable.TheaboveexampleistherankingforavideoonSeabreezeAdventureswhich

is featuredontheir listingpage.Whensomeone inChinasearches for ‘Vancouverwhalewatching’,Seabreeze

Adventures is ranked number one in the world. This therefore translates into higher sales for them.

As Chichaku is set to become one of China’s and the world’s major travel websites, any business listed on Chichaku

automaticallyraisesitsprofilethroughouttheworldtopeopleactivelylookingtotravel.

Example:

Topranked,Steveston

SeabreezeAdventures

webpagesinBaidu(the

No.1 search engine in

China)usingthegeneric

phrase“Vancouverwhale

watching’ in Chinese.

Sameclient’svideowe

posted on China’s top

videoportal(Tudor.com)



StandardListing ChichakuAustralia

Standard Listing

SeabreezeAdventuresin

Google Maps. Click the link

to go to summary pages in

Chinese and

other languages

SeabreezeAdventures

mentioned in an article.

Click the link to go

to summary pages

in Chinese and

other languages.

Samepage

in Chinese

Benefits:• Directclick-throughfrom theme and article pages• Onepagesummaryin both languages• Listed in our searchable directory

Chinese

English

Whale watching theme page



Premium Listing ChichakuAustralia

Premium Listing

Optionalfeaturedarticle of your

property

•Informationin organised tabs•Bookingagent information or direct click-through to your site.

Google Maps highlighting •Propertylocation •Pointsofinterest in surrounding area e.g. attractions, golf courses, shops, restaurants and information centres etc.

Your property listed here. Click to your

featured listing page

Benefits:• Prominently displayed on the top level theme pages for your state• Premium listings with details• Onepagesummaryin multiple languages• Listed in our searchable directory

Accommodations page for Vancouver Island

Hotel premium listing page



ChichakuAustralia

Banner Advert

Accommodations at national, regional and city levels

Large rotating top banner

Accommodations page for Canada West Coast / Vancouver Island / Victoria

Benefits:• Prominently displayed on the top banner of national, regional or city level theme pages• Premium listings• Onepagesummaryin multiple languages



ChichakuAustralia

Price Schedule

Package Features Rate AU$ Content Required Basic Listing • Onepagesummaryin • 150wordsdescription EnglishandChinese $500yearly • $50perextra100words • Referencesfrom • $100peradditional theme/article pages language • Searchabledirectorylisting • 1Ximage Premium Listing • PremiumListingpage • 1000wordsspread • Prominentlydisplayedon over6tabs theme/articlepages $1000yearly • Upto14images • Allbasiclistingfeatures • 5xhighlightpoints • Rotatingimagedisplay

Premium + • AllPremiumListingfeatures • Bannerwithrequired Banner Listing • 6monthsofbannerdisplayon $1500yearly Specifications thetopofstatepagesat • 25wordblurbfor differentlevels banner • Premiumlistingcontent and images used

MARKET ING and PR SERVICES Australian landing • Singlelandingpageattached • PremiumListing page toyourAustralianwebsitewith $600 Contentand Chinese translation and images used booking button Dream Listing • Top10listingatnationallevel • Professionalwriter • Chichakuspecialisttoreview QuoteRequired toproduce product, property or experience Social Media • SocialMediadirect Marketing marketingcampaign $1000monthly • Enquire • CoordinateChinesemedia and listing on Chichaku Mini Website • Upto10pagemini-website (hosted in China) • SEOinChinaandAustralia From$3000pa • Enquire • SocialMediaconnected Need Assistance • Allyourlistings,Websiteand with Copy Production generalContentprofessionally Enquire • Enquire written & designed. Advertising • Homepageandtheme from$150monthly • Enquire pages only



ChichakuAustralia

Marketing & PR Services

Australian Landing Page – Capture and Convert From $600

Onceyouhavealistingwithchichaku.com,youwillwanttomakesurethateverypotentialChinesevisitorlandingonyourlisting heads directly to your website here in Australia. This landing page will ensure that you capture and convert every potentialcustomerpossible.ThislandingpagewillbeinbothEnglishandsimplifiedChinesewithalinktoyourbookingpage.

Dream Listing – words with meaning Negotiable

Chichaku Australia have an array of professional copywriters, journalists and marketing professionals ready to visit, review and immerse themselves into your product. A detailed review of their experience will be produced and listed as one of the top tenregional‘Dream’experiencestoenticeanypotentialtravellerstoyourregionandorproduct.

Social Media Marketing – let us talk about your business $1000 per month

Asweareallaware,SocialMediaMarketingisnowbecomingthefastestandmostdirectwaytoengageyourtargetmarket.Chinese travellers are no exception to this growing trend, with most travellers researching on-line prior to travel.

The challenge is that China has very strict regulationswithWestern-styleplatformssuchasFacebook,YouTubeandTwitterbeing BLOCKED. Chichaku usesChina-based bloggers to assist in developing a social presence forWestern businessesthroughmany differentChinese-specific socialmedia platforms including, but not limited to, douban.com, renren.com,qzone.com,qunar.com,weibo,Kaixin001andpengyou.OurMarketingandContentteamwilldevelopasocialmediaplantoprovide several blog posts every month coordinated across China and Australian blogs and social media platforms.

Inaddition,ourChina-basedPRteamwillengagespecificChinesetravel-relatedindustryandcommunitygroups.Thiswillbe conducted with not only our social media plan but with direct mail and newsletter output to a massive 1.2 million strong database.POWERFUL!

Mini Website – let us host you in China from $3000.00

Buildingawebsiteisamajorinvestmentandtomakesureitservesitspurpose,youneedtoknowyouhavetherightpeopleonthejob.WithinsightintotheChinesedigitalworld,ourteamofprofessionaldigitalmedia,designers,copywriters,marketingexperts and translators, can build up to a 10 page detailed website hosted within Chichaku, comprising of a direct link from our Chinese blog sites with over 200,000 followers.

Chinese-specificSearchEngineOptimisation(SEO)willalloweagertravellerswithinChinatoeasilyfindyourbusinesswithrelated searches on the following search engines:

Baidu (China’s biggest SE, equivalent toGoogle.3721),AdminCity, Info –China, Beijixing, BusinessChina,China,Chinabusinesscorner,ChinaBusinessDirect,ChinaCentre,ChinaCrawler,ChinaFoundouter,ChinaFacts,ChinaGate,ChinaHangYuhang,Chinaindex,ChinaInfo,ChinaNews,ChinaOfficialGateway,Chinapages,ChinaScape,ChinaSearch,ChinaTradeManufacturing,ChinaUnique,ChinaWWLibrary,ChineseA-Z,ChineseBusinessWorld,DMOZ,Eastday,EbigChina,GatewaytoChina,GCWebnet–China,GreaterChinaBusiness,MeetChina,MuziChina,Netease,Nihao,SearchChina,Sogou,Soho,SurfChina,UncoverChina,Yahoo,Yisou(Chinese),Yutopian,Ywee(Chinese),Zhaodaola!,Zhongsou(Chinese)



ChichakuAustralia

For further information please contact:

Charlie AllcornM: +61 409 561 336

E: [email protected]

How to Reach the Chinese Market Direct

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