Ajankohtaista markkinoilta
Kesäkuu 2015
Markkinointiedustaja–Beijing ja Chongqing
Danye Liu
15/06/15
Semiannual Report
CONTENTS
•  What factors have affected the results of the season, especially with regard to Finland?
•  What are the prospects for the coming summer and winter seasons (next two seasons)?
•  Other important things to pay attention to (or are there any specific messages for the Finnish
travel trade)?
•  Theme Check: Finland and Nordic countries
What factors have affected the results of the season,
especially with regard to Finland? (I)
Reasons for the increase/decrease in overall outbound travelling from your market?
Economic situation
•  Chinese tourists splashed out more than $165 billion overseas last year to become the
world's biggest spenders, a 28 percent rise year-on-year, according to data from the
United Nation's World Tourism Organization.
•  Chinese Currency is still firm against Euro
New target groups
•  Students like summer camp (12yrs+)
•  Families in summer vacations
What factors have affected the results of the season,
especially with regard to Finland? (II)
Reasons for the increase/decrease in travelling to Finland?
Campaign results
• 
Winter campaign was pretty successfully in Beijing and Chongqing regions, mainly
groups had 5-6 nights in Finland, especially in Lapland.
- CITS, Utour and CYTS = 1 group
- Bamboo Garden Travel = 2 groups
- GlobalJoy Travel = 2 groups
- Caissa Travel = 1 group
- EFengXing Travel = 3 groups
- Chongqing Comfort Travel = 1 group
Products or destinations that have been successful
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Icebreaker tour + glass igloos in Ivalo, Levi and Rovaniemi
Lapland like Rovaniemi, Kemi and Ivalo
What factors have affected the results of the season,
especially with regard to Finland? (III)
Reasons for the increase/decrease in travelling to Finland?
Changes in demand
• 
• 
Tourists prefer activities instead of sightseeing only, especially in winter time
More and more FIT and families travel to Finland by their own.
Changes in distribution or accessibility
• 
• 
Finnair reduced their flights in Beijing (if we have more flights during Chinese New
Year season it will help a lot.)
Hainan Air started new connect between Chongqing and Rome since May 2015,
twice per week.
What are the prospects for the coming summer and
winter seasons? (I)
The overall outlook of travelling to Finland for the coming summer and winter seasons?
•  The coming summer and winter are expected to increase
•  Reasons for the expectations
Summer:
•  New visa center was opened on May 22nd
•  Visit Finland Party on May 27th at Ambassador’s residence
•  Visa training on May 28th for TO and business companies
Winter:
•  Some TOs already booked seats for Icebreaker and glass igloo for coming winter
•  New products/prospects
•  National park like Nuuksio
•  Angry bird park
•  Family funs like cooking, Art museum
What are the prospects for the coming summer and
winter seasons? (II)
Marketing opportunities
TO cooperation
ET FAM:
- In Jan, Matka Fair: BJ/8 + CQ/7
- In Jun, BJ+CQ FAM: BJ/2 + CQ/3
- In Aug, VIP Golf FAM: BJ/5 + CQ/2 + SH/4
Summer campaign
•  GlobalJoy Travel: family packages, 3 nights in Finland
•  Viking Travel: Ice-hocky summer camp, 6 nights
•  Utour and CITS: Finland + Sweden incl. Aland, 5 nights
Events
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March 24th – VF Roadshow in Chengdu, approx 100 local TOs and agents
March 25th – VF Roadshow in Kunming, approx 90 local Tos and agents
May 22nd - New visa center openning ceremony
May 27th - Visit Finland Party at Ambassador’s residence
May 28th - Visa training for TO and business companies
Oct. 26th – VF roadshow in Beijing
What are the prospects for the coming summer and
winter seasons? (III)
Marketing opportunities
PR
International media FAM
- Nov. 19-24, Angry Bird on Finn Ice, BJ/1, Sina.com
- Nov. 28 – Dec 5, Magic Polar Night, BJ/2, Conde Nast Traveler
- Jun. 9 – 12, BJ/1 + CQ/1, Sibelius 150th Anniversary
- Jun. 21 – 30, BJ/2 + CQ/1, Magic White Night
Canon Photo Exhibition
- May – Sep: VF news will be released via PW weibo
- mid Oct: 3 winnter trip in Finland
- Nov: award ceremony
- Dec: Finland photo exhibition
Conde Nast Traveler FAM
- Late August in Kuumsamo, Rovaniemi, Helsinki
- co-operate with Timetravels
Social media
•  VF and Finland news will be posted in my Wechat for circulation among professional
and journalists (300+ Professionals)
Other important things to pay attention to
New distribution channels
•  Continue to do campaign and co-marketing with key TOs and wholesalers
•  To do campaign with OTA like FIT package together with airline company and hotels
Online channels
•  WeChat and Weibo (more activities with followers)
•  VF Mobile Apps incl. Finland Information and links
•  On-line training via WeChat or Apps
Competitors actions
•  Generally speaking, all European countries are very active in the market
•  Their promotion mainly on Magazine and WeChat
•  Norway promote 3 Fjords in one tour and outdoor activities like climbing
•  Sweden promote fishing, farm life and self-drive holidays
Free word
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Fresh air, nature, hiking, Nordic walking, cycling, fishing could be hot words.
I suggest Finnish partners start to using company WeChat or personal WeChat to keep
contact and release news with TOs in China. It’s the most efficient way.
Theme Check: Finland and Nordic countries
Finland’s market position
•  Input more budget for tactical promotion together with TOs and OTA like Sweden and
Norway
•  Invite more Finnish consumer products to join VF promotion like Suunto, Halti, Reima, Iittala,
Marimekko if possible
•  Better service for visa = shorten time and less documents if possible