1. Rich & Culture China Culture Seminar 2012 Prepared by : Jason Li

2. Agenda Top sports Top travel destinations World’s top 10 most valuable luxury brands Choice of gifts Top shopping destinations Tax free shoppers Overseas Travel Top education destinations Top emigration destinations Collecting Preferred watch brands Uk luxury brands in China Preferred hotel brands Brand Awareness Knowing Chinese Market Top Schools in China Knowing your market Understanding Chinese Clients Chinese Behavioral and Cultural Awareness Returns and Expectations

3. TOP SPORTS What is your favourite sport?  Golf  Swimming  Yoga  Mountain Walking  Badminton  Tennis  Horse Riding  Skiing  Diving

4. TOP TRAVEL DESTINATIONS Where do you like to go overseas?  1.France  2.U.S.A.  3.Australia  4.Maldives  5.Japan  6.Switzerland  7.Dubai  8.Hawaii  9.Singapore  10. Canada  11. Italy  12.New Zealand  13. UK  14. Germany

5. WORLD’S TOP 10 MOST VALUABLE LUXURY BRANDS  Louis Vuitton  Hermes  BMW  Moutai  Mercedes-Benz  Chanel  Wuliangye  Gucci  Rolex  Cartier

6. CHOICE OF GIFTS 1.Red Wine 33% 2 Watches 26% 3 Smokes 26% 4 Electronics 26% 5Imported Spirits 21% 6 Art 19% 7Gift Coupons 14% 8 Fashion 12%

7. TOP SHOPPING DESTINATIONS Hong Kong Europe Major Chinese cities US Japan Singapore UK Others

8. TAX FREE SHOPPERS Chinese TAX FREE shoppers spent 59% more than in 2010 and 81% more than 2009. Av transaction Euro 813 1. China 20% 2. Russia 16% 3. Japan 4%

9. OVERSEAS TRAVEL Av. Group Size 9 pax Av. Length of Trip 8.5days Destination Inspiration Entrepreneur 55% Travel Arrangements Don’t forget local partners

10. TOP EDUCATION DESTINATIONS Where do you like to send your kid to? THE BIG TWO: US UK THE NEXT TWO: Canada Australia AND THE REST: Singapore. Switzerland. HK. New Zealand

11. COLLECTING What do you like collecting? 1. Watches 2. Classical Art 3. Drinks 4. Porcelain 5. Contemporary Art 6. Cars 7. Trophy Properties

12. PREFERRED WATCH BRANDS 1.Patek Philippe 2.Cartier 3.VacheronConstantin 4.Rolex 5.Piaget 6.Omega 7.Bulgari 8.Montblanc 9.Chanel 10.AudemarsPiguet

13. UK LUXURY BRANDS IN CHINA Cars Land Rover +Jaguar + Rolls Royce + Bentley + Aston Martin Fashion Burberry + Dunhill Yachts Sunseeker + Princess Education Boarding Schools + Unis Drinks Whiskies Shopping Harrods +Selfridges

14. PREFERRED HOTEL BRANDS What is your favourite hotel brand? 1.Shangri-La 2.Hilton 3.Ritz-Carlton 4.Grand Hyatt 5.Peninsula 6.Marriott

15. Brand Awareness Adjust your Product Set your expectations Evaluate your market Long-term business strategies

16. TOP SCHOOLS or WHERE TO FIND THEM? What is your preferred Global CEO Programme? 1.Cheung Kong Graduate School 2.CEIBS

17. Knowing Your Market Different Types of Chinese Tourists ADS -approved destination status Business delegations M.I.C.E. Students FIT Short Training Courses Shopping

18. Understanding Your Clients What is your target market ? Do you want big spenders or big numbers? Is this market for you? Overseas Chinese/Domestic Chinese Do they know what you are offering? Your selling point Understand Plan Succeed

19. Cultural Awareness Always a shake! NEVER a hug Definitely NO kissing

20. Behavioral and Cultural Awareness Accept business cards with two hands, same as give the bills by two hands Always offer hot drinks – a feeling of warmth (hot water) Chinese Tea service & receive knowledge A toast is a must Address your Chinese counterparts with a title and their last name. Always serve the high position guest first Dental care kid Never give clocks Never present yellow /white chrysanthemums Never allocate room numbers with 4 or 44 or 414 to Chinese guests Never take at face value

21. Returns & Expectations Gifts, tips & portages Return business