The number of foreign tourists visiting Japan is increasing year by year, and according to the Japan Tourism Agency, in 2018 it reach a record high of 31.19 million (up 8.7% from the previous year).
>Last year, China topp the list with 8.38 million, follow by South Korea with 7.539 million, Taiwan with 4.757 million, Hong Kong with 2.208 million, and the Unit States with 1.522 million
.
The total travel expenditure for souvenirs was 1.5654 trillion yen
>Chinese tourists topp the list last year armenia whatsapp data accounting for 26.8% of all foreign tourists, and their shopping expenditure last year was also high at 803.3 billion yen.
>Although the amount is not as high as in the previous shopping spree, the average shopping expenditure per Chinese person was 110,923 yen, more than double the average shopping expenditure per foreign visitor to Japan of 50,880 yen.
>This time, we will look at the characteristics of tourist souvenirs purchas by Chinese people and the importance of cross-border e-commerce channels, basd on the report “The possibility of repeat purchases (chain consumption) of tourist souvenirs via cross-border e-commerce by foreign visitors to Japan.”
60% of Chinese tourists make repeat purchases of souvenirs
Chinese tourists are important carol coyle sr. sr. specialist. it customers in Japan’s inbound market.
>In 2018, the number of Chinese tourists increas from 7.356 million to 8.38 million compar to 2017, but the amount spent on souvenirs (shopping) decreas from 877.7 billion yen (2017) to 803.3 billion yen.
>This may be due to an expansion from wealthy tourists to middle-class tourists, or a change in the nes for souvenirs due to an increase in repeat visitors. Moreover
, after Chinese tourists purchase souvenirs and return home, more than 60% of them make repeat purchases from cross-border e-commerce sites, making cross-border e-commerce an effective channel for repeat purchases.
According to the report “The possibility of repeat purchases (chain consumption) of tourist souvenirs on cross-border e-commerce by foreign visitors to Japan,” Chinese people buy many souvenirs to give to others. Rather
than buying for themselves, they buy tourist souvenirs as gifts for neighbors, relatives, close friends, and acquaintances. Tourist souvenirs are purchas as gifts for
others to maintain good human relationships, as they are excit by going to an extraordinary place such as tourism, and they buy things impulsively at the tourist spot, even things they would not normally buy.
Souvenirs purchas by Chinese tourists have a chain reaction
>And what is interesting about Chinese people is that the people who receive the souvenirs also share them with their relatives, neighbors, and friends.
>In other words, Chinese tourists buy tourist souvenirs and give them to relatives, acquaintances, and neighbors, and the recipients further share them with their acquaintances and neighbors, so the purchas tourist souvenirs are chain.
And if they like the tourist souvenirs, they buy them on cross-border e-commerce sites.
Next, we will introduce survey data regarding repeat purchases of tourist souvenirs.
From a survey on repeat purchases by Chinese people
Looking at the data on repeat purchases united kingdom cell number of souvenirs by Chinese people, when ask if they lik a souvenir they purchas while traveling to Japan and purchas it again after returning home, 21.5% answer “often,” while 43.3% answer “yes,” showing that more than 60% of Chinese tourists have made repeat purchases.
In addition, when people who receive tourist souvenirs were ask, “Have you ever purchased the same souvenir from an e-commerce site at a later date?” 49.9% answered “Yes,” and when asked “Have you shared the souvenir you received with a third party?” an astounding 92.5% answered “Yes.”
This data shows that 60% of Chinese people who
buy souvenirs in Japan make repeat purchases after returning home, and 50% of Chinese people who receive souvenirs buy the same items on cross-border e-commerce sites.
>Businesses that plan to use local tourist souvenirs as a way to expand consumption must develop product and marketing strategies that take into consideration not only the Chinese tourists who buy them, but also the Chinese who receive them.
