Developing the Chinese Shopper By: Carolyn Petty President TaxFree Shopping

Overview  What is TaxFree Shopping?  ONE STOP SHOP!  VAT Tax  Global Blue

Goals  Create a “Texas Shopping Market” for number ONE international shopping community!  Showcase the benefit TaxFree Shopping!  Educate Tour Operators, the Chinese public as to the size and incredible Texas Retail / High End Shopping at reasonable costs!

Strategies and Tactics  Study Chinese culture and identify their needs, wants and patterns  Hired Chinese-speaking representatives  Translate print media into Chinese  Luxury, outlet, life-style shopping centers  Develop and promote total package of Texas activities  Promote the TaxFree Shopping!

PR & Marketing Promotions  Full service representation in China  trade shows  sales mission  sales calls  social media  Partnerships  Texas Tourism  Brand USA  Shop America  Tour Operators in country  USA inbound Receptives

Print Media: TFS Luxury Travel Magazine-China Edition  Includes:  City tabs providing tourism-specific destinations and top shopping experiences in each area.  Shopping center directory  Fully-translated  Distribution:  Beijing, Hangzhou and Shanghai, China; and Taipei, Taiwan  Select airline VIP lounges,  Trade shows & sales missions  Picture of Cover

Print Media: Chinese Brochures  Produced to wholly represent each region and their respective shopping opportunities in Simplified Chinese.

Print Media: Newsletter: The Re-Teller Chinese Media Kit  For the Chinese market to truly understand our product, the TFS media kit was fully translated into Chinese.

Social Media  Weibo  Largest Chinese microblog service  505 million users  Zanbai  Highlights top shopping destinations around the world  Dallas and Houston

Special Events: International Sales Missions  China  Guang Zhou  Shanghai (3)  Hong Kong  Beijing (4)  Hangzhou  Japan  Tokyo  South Korea  Seoul  Indonesia  Jakarta  Taiwan  Taipei Trade Shows:  JATA  CITM 4 trips to Asia this year:Sales Missions  Texas Tourism  Greater Houston CVB  DFW Airport  East West Marketing

Special Events Air China Promotion  Partners: Greater Houston CVB, Air China, The Galleria, Westin Galleria Hotels, TaxFree Shopping  Passengers on CA 995 & 996 (Beijing to Houston) were eligible for special offers  Chance to win round-trip ticket (Lucky Draw) Sino-Economic Conference Shopping Trips  2 shopping trips to NorthPark Center

Creative  By including major initiatives from the multi-market international program and redefining them to fit the Chinese market, TaxFree Shopping has doubled its Chinese business in 2014.

Trackable Results  12,000 – 2013  40,000 Chinese shoppers processed year to date 2014  Average spend of Chinese Shoppers utilizing TaxFree Shopping services: $3,500

Top stores by revenue 1.Apple 2.Tiffany & co 3.Michael Kors 4.Neiman Marcus 5.Coach 6.Macy’s 7.Best Buy 8.Gap/Old Navy/ Banana Republic 9.Tommy Hilfiger 10.Burberry 11.Nordstrom 12.Victoria Secret

Top stores by volume of receipts 1.Macys 2.Apple 3.Tommy Hilfiger 4.Best Buy 5.Victoria Secret 6.Gap/Old Navy/ Banana Republic 7. Coach / Michael Kors

Fun Facts  I-Phones  Victoria’s Secret  80 people, 4 hours = $110,  Food  Texas – Dallas  Average Spend  The Label ….the box!  Ending with …… traffic tripled!

BEFORE AFTER

Thank you! Carolyn Petty President TaxFree Shopping E: O: