Things UAE brands should keep in mind while targeting Chinese consumers

Posted on Nov 05, 2018
By Gaurav Aidasani

UAE is known as a high-end luxury getaway in the global tourism market. Is this because it’s extremely tourist – friendly? Is it because it houses the tallest building in the world? Or is it because it’s home to thousands of luxury villas? Whatever the reason may be, UAE is seeing a major boom in tourism – especially from China.


As of 2016, Dubai welcomed approximately 540,000 tourists from China only. People from Beijing, Shanghai, Guangzhou, Shenzhen, Hong Kong, Taipei are connected to Dubai with more than 80 – 100 weekly flights. Furthermore, Chinese tourists visiting the UAE don’t need to apply for a visa as they can now get visa on arrival. So, the number of Chinese tourists in Dubai is only expected to rise in the coming years.


According to experts, by 2019, Chinese tourists are expected to spend $264 billion only on shopping. As of today, approximately 25% luxury goods sold in Mall of the Emirates are purchased by Chinese tourists. So, what does this mean for UAE businesses and marketers? It means there is an exponential opportunity for marketers who have the ability to cater to the needs and requirements of the Chinese traveler. 


Listing below some points to remember while targeting Chinese tourists:

- Creating customized products  

Mandarin-speaking staff  

Mandarin advertisements  

Understanding of Chinese culture, tradition, buying habits and consumer behavior  

Understanding of China’s digital payment systems  


China presents an enormous opportunity for any UAE marketer looking to reach out to a massive audience. With a large number of Chinese internet users in Dubai, China is an obvious market to tap into. In order to capitalize on this opportunity and target Chinese demand, here are a few tips to keep in mind: 


1) Build a strategy relevant to your market:  

A strategy that works with other target markets may not necessarily work with Chinese tourists. So, it’s advisable to customize your strategy in order to be noticed. Find ways to make your customers engage with your ads. Understand your consumers' needs and work towards giving them what they require. If they find what they’re looking for with you, they will stay loyal to you.


2) Identify the market for your product 

Chinese millennials are not the same as their parents. They are independent, experimental and open-minded. They're always willing to try new products, as long as the quality is great and customer service is good. Before you begin marketing your product, understand which segment and age-group your product will fit into as every age-group is different from the other. Apart from that, ensure your ads are in Mandarin so it’s easy for your audience to understand the message that’s being conveyed.  


3) Ensure your ads are mobile-friendly:  

With the new mobile generation, it is extremely important for your ads to be mobile-friendly. Most people these days access websites and apps on their smartphones than on desktops and laptops. Be it video, native or in-app, find out what works with your audience and ensure you target them through that medium on their smartphones.


These steps will ensure your digital campaigns stand out from the rest and reach your target audience effectively.