Retailers and publishers are looking for ways to cash in on Chinese consumers.
Timed to coincide with Golden Week, one of the most popular Chinese shopping holidays, Britain’s Condé Nast Traveller launched a bi-annual Mandarin guide to London’s shopping scene. The magazine covers key retail areas around London such as Knightsbridge, Chelsea, Mayfair, Covent Garden, Notting Hill and Marylebone.
The debut fall/winter issue, which has Kate Moss on the cover, is distributed free to more than 140 hotels around London as well as on inbound flights and airport lounges from Beijing and Shanghai, according to WWD.
The spring/summer edition will be available next year during Chinese New Year, the other major shopping holiday for the Chinese.
“With 175,000 Chinese tourists coming to London every year, it makes sense…to provide them with an authoritative guide to London,” said Simon Leadsford, Condé Nast Traveller’s publishing director.
Research from VisitBritain found that Chinese tourists were among the top three spenders, spending an average of £405 per person during their visit and they are the fastest growing group of luxury spenders in Britain, reports Campaign. The UK, along with other European countries, recently announced plans to streamline the visa system so Chinese tourists can travel with one visa.
Condé Nast Traveller’s Mandarin guide follows the recent launch of Hearst’s Mandarin shopping guide.