SET Announcements

VGI PLC (“VGI”), the leader of Offline-to-Online (“O2O”) Solutions across multiple platforms, together with V-Click Technology Ltd (“V-Click”), Thailand-based marketing technology company connecting Southeast Asian brands with the Chinese market, join forces with the world-class media agency, Initiative Thailand, and associated companies - BPN, MBCS and Reprise - to organise the “Thought Leadership 2023: Growth Beyond Thai Audience” seminar to present opportunities for Thai brands to step beyond the Thai consumer market into the Chinese market, which has exponential growth potential.

Pre COVID-19 pandemic, the number of Chinese tourists visiting Thailand reached 11 million, accounting for 28% of the total foreign arrivals, bringing in over THB 0.5 trillion. In 2022, Thailand also received the highest foreign investments from China, corresponding to the rising number of Chinese residing in the country, which ranges around 0.5 - 1 million persons, and is projected to reach 1 - 1.8 million.

Initiative Thailand has gathered data from Chulalongkorn University’s research, along with other surveys, to understand the Chinese consumer market in Thailand, and found that Chinese consumers can be divided into 2 groups: tourists and those who reside in the country. The tourist group can be further categorised based on their travelling style and behaviour into 5 groups, consisting of those who travel to learn new cultures and make new acquaintances (28%); those who travel for leisure and relaxation (25%); those who seeks new experiences and cherished moments they can share with others (22%); those who travel for adventure (11%); and those who travel to forge new friendships (15%). As for those who reside in the country, data from True Analytics was cited, showing that over 62% are of working age. This group can also be further divided based on their occupational status into office workers; factory workers; mother and child; university students and retirees.

Moreover, the data revealed 4 interesting cultural characteristics of the Chinese which are key for brands and advertisers to better grasp this mass consumer market as follows:

1) Unity and togetherness: Chinese consumers highly value unity and, therefore, prefer to stay in locations as well as chose communication platforms where there are many Chinese travellers and users. This means it is pivotal to use real-time targeting techniques, along with in-depth data analytics and the Chinese language to connect with Chinese audience in the country, including use of OOH media, Pop-up events and collaboration with tour operators.

2) Unlock the world and open to new experiences: Chinese consumers are looking for new experiences that offer an escape from their daily routines. Thus, brands that can offer comprehensive experiences have better chances of capturing this audience.

3) The ability to be themselves: Chinese consumers in Thailand value the ability to truly be themselves and express their individuality, be it in terms of religious beliefs, sexuality and LGBTQ+ status or gaming behaviour. In response, brands must strive to create a variety of unique experiences to attract the Chinese market.

4) Purchasing based on sincere reviews: Chinese consumers have a preference for authenticity and premium quality products and experiences. As such, influencers can play a key role in offering accurate information and assuring quality of products and services. Brands and advertisers could follow in the footsteps of the influencer marketing in China, where the delivery of organic content on multiple platforms is considered the most effective strategy.

At the seminar, VGI and V-Click also shared further insights on the topic: “The Big Transformation and Challenges Marketers Should Not Miss if They Want to Expand their Market and Reach Chinese Consumers.” Leading this presentation, Ms. Chompoonuch Atipornpanich, Business Director of V-Click Technology, revealed that GenZ travellers, who numbered at around 260 million and account for 4% of the total Chinese tourists, is the group brands should pay close attention to, noting that Glamping is this group’s favourite activity, noticed from over 410,000 related posts and 65 million interactions.

Ms. Kredrada Benjaathonsirikul, Business Development Director of VGI, further shared information about the spending behaviour of Chinese consumers, based on data from China UnionPay, which found that in 2019 , Chinese consumers’ total spending reached THB 96 billion, with the top 3 favoured sectors being 1) Retail; 2) Culture, Sports and Entertainment; and 3) Food and Beverage. The data also indicated a notable trend of “Revenge Shopping” among Chinese tourists, with individual spending averaging approximately THB 10,500.

Finally, Ms. Oranuch Rujirawan, Chief Sales Officer of VGI, added insights on the top 7 BTS Skytrain stations most frequented by Chinese travellers as they cater to their diverse lifestyles, whether they have a taste for luxury brands, street food, or superstition, including Asok, Chidlom, Phrom Phong, Taksin Bridge, National Stadium and Mo Chit stations. Citing the combined power of VGI’s vast database and V-Click’s technology that can help connect brands in Thailand and Southeast Asia with the massive Chinese market, Ms. Rujirawan presented how VGI’s O2O strategy can offer solutions for brands and advertisers to effectively reach and engage Chinese tourists throughout their journey, from creating awareness through the use of Key Opinion Leaders (KOL) to review products and services exclusively on popular Chinese applications, to the utilisation of VGI’s vast media platforms, which cover transit media, office and residential buildings, to deliver memorable content, and thereby increase engagements.