I stepped into to support 6estates, a SIngapore-based ethnographic research start-up by identifying business development opportunities while helping them to pinpoint key data points to mine from their extensive social media database of Chinese consumers. The data extracted was then analysed and translated into a white paper, which provided a series of actionable insights.
The report attempted to equip readers with marketing strategies they could deploy to capture a share of the lucrative US$442 billion Chinese outbound market.
Research data supplied by 6estates underscores that there has been a gradual evolution in demand for group tours to independent travel, from sight-seeing to adventure-seeking, from souvenir shopping to splurges on luxury products highlighting the increasing sophistication and ever-changing preference of Chinese travellers.