尼尔森-2019年中国境外游移动支付趋势报告（英文）-2020.2-33页_2mb

2019 New Trends for Mobile Payment in Chinese Outbound Tourism Summary

Core Content

The 2019 report highlights the growing role of mobile payment in the Chinese outbound tourism market, emphasizing how it is not only transforming consumer behavior but also driving digital transformation among overseas merchants. The report explores the evolving preferences of Chinese tourists, particularly from lower-tier cities, and the increasing adoption of mobile payment solutions in key destinations.

Main Points

1. Growth in Chinese Outbound Tourism from Lower-Tier Markets

• The Chinese outbound tourism market showed stable growth in 2019, with 81.3 million trips recorded in the first half of the year, up 14% year-on-year.
• Lower-tier cities (Tier 2 and Tier 3) are becoming significant contributors to the market, with the gap in per capita travel expenditure and travel budget between Tier 3 and Tier 1 cities narrowing significantly.
• In 2019, 58% of Tier 3 tourists had definite travel plans for the coming year, an increase of 20% from 2018.
• These tourists are increasingly interested in in-depth and diverse travel experiences, including destinations in West Asia and North Africa, which were once less popular.

2. Trends in Chinese Travel and Consumption Overseas

• Chinese tourists from lower-tier cities are driving a shift towards more in-depth and diverse travel experiences.
• Niche destinations, such as those in West Asia and South America, are gaining popularity among all age groups, not just the younger generation.
• Young tourists (post-90s) spent more on a single trip, with a 12% increase compared to 2018, while the post-80s generation saw a 15% rise in spending.

3. Increasing Use of Mobile Payment by Chinese Tourists

• The proportion of mobile payment transactions by Chinese tourists abroad remained stable, but the depth of usage and engagement increased.
• In 2019, 3.4 out of every 10 payments made by Chinese tourists were via mobile payment, up from 3.2 in 2018.
• Post-90s tourists showed a 11% increase in mobile payment engagement.
• Chinese tourists are more inclined to use mobile payment in duty-free stores, large discount retailers, and fashion/beauty stores due to the availability of discounts and promotions.

4. Digital Transformation of Overseas Merchants

• The adoption of Chinese mobile payment solutions by overseas merchants is accelerating, particularly in the U.K., South Korea, and Singapore.
• In the U.K., 61% of local merchants adopted Chinese mobile payment solutions in 2019, leading to an increase in the usage of mobile payment by Chinese tourists.
• Merchants in these regions are using mobile payment to enhance digital operations, including marketing and store management, which has improved sales and customer traffic.
• 78% of U.K. merchants expressed a willingness to recommend Alipay to their peers in the future.

5. Future Prospects for Mobile Payment in the Outbound Tourism Market

• The integration of mobile payment with digital operations is expected to continue, with more overseas merchants deepening their use of Chinese platforms.
• The report suggests that mobile payment is becoming a key factor in Chinese tourists' choice of destinations, especially in countries with high mobile payment penetration.
• The report also identifies that the acceptance of mobile payment is linked to the overall digital maturity of the tourism sector in the destination country.

Key Information

• Survey Participants: 4,837 Chinese tourists aged 20–50 from Tier 1, 2, and 3 cities; 547 overseas merchants in the U.K., Singapore, and South Korea.
• Top 10 Overseas Destinations in 2019: Japan, South Korea, Singapore, Thailand, the U.S., Australia, the U.K., Canada, New Zealand, and others.
• Top 10 Countries for Mobile Payment Use: Singapore, South Korea, Japan, Australia, the U.K., New Zealand, Thailand, etc.
• Mobile Payment Growth: Increased usage and spending in mature markets like Singapore, Japan, and South Korea, with a 23% rise in mobile payment spending in these regions.
• Impact on Consumer Behavior: Chinese tourists are more willing to spend when local merchants support mobile payment, and they are bringing less cash to travel to Europe.
• Digital Services: Overseas merchants are leveraging mobile payment platforms for digital marketing, store operations, and customer engagement, with 88% of U.K. merchants reporting improved marketing through additional services on Alipay.

Conclusion

The 2019 report underscores the significant impact of mobile payment on the Chinese outbound tourism market, highlighting the shift from Tier 1 cities to lower-tier markets, the growing popularity of niche destinations, and the increasing integration of mobile payment into both consumer and merchant digital strategies. As the mobile payment ecosystem matures, it is expected to further enhance the overall experience for Chinese tourists and support the digital transformation of overseas businesses.