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Creating a new international tourism slogan for the city of Hangzhou

Accurate Group – Hangzhou Tourism Commission Briefing Document

Topic:            ‘The key elements of a city slogan’ – Hangzhou Tourism Commission Brand / Slogan Seminar
Speaker:       Niall O’Reilly, Managing Director Accurate Group Limited (Niall@accuratelimited.com)
Location:       2 Floor, Zhangming Music Library, Hangzhou West Lake 6th Park
Date:              20th February 2014

Dear ……

Thank you for inviting me here today.  I am Niall O’Reilly, Managing Director of Accurate GroupChina Market Makers –, and Director for China, Irish Exporters Association. This is my 25th year in China, the last 8 years of which I have been based in Hangzhou.  Previously I have been responsible for Asia Pacific marketing for two leading USA-based multi-nationals. One of the Asia Pacific marketing campaigns I directed with global advertising agency BBDO won a gold medal at the Malaysia advertising awards.

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves - Hangzhou's Longing (Dragon Well) Tea

How to capture the appeal of Hangzhou in one slogan? Read the tea leaves – Hangzhou’s Longing (Dragon Well) Tea

Impressions of Hangzhou’s Tourism Product

Hangzhou has enormous foreign tourism potential.

  • Some 4 million foreign tourists visited Hangzhou in 2012.
  • Cathay Pacific / Dragonair (Hong Kong), Qatar Airways (Middle East), Ethiopian Airlines (Africa), KLM / Air France (Europe), EVA Air (Taiwan), ANA (Japan) and Asiana Airlines (Korea) now offer direct flights to Hangzhou’s Xiaoshan International Airport.
  • In 2015 China is expected to overtake France as the world’s top tourist destination

It is against such a backdrop that ever pioneering Hangzhou was the first mainland China city to put into practice an ‘open door’ global policy of promoting its tourism industry to more than a dozen new markets including United Kingdom, Germany, France and United States.

Nevertheless, foreign tourists will only be attracted to travel by the quality of Hangzhou’s tourism product which would need to be amongst the very best in China. We would note, for example, while Hangzhou was once a stronghold for Islam in China, with historic Arab connections dating back 900 years, Hangzhou’s tourist product offering for high-spending visitors from the Middle East and the Gulf States arriving in Hangzhou by way of 5 Star airline Qatar Airways is far from world-class.

Moreover, to break into these new markets Hangzhou tourism planners would first need to invest in focused programs which both highlight competitive strengths and positioning and have a track record for consistently delivering outstanding and innovative experiences. The resulting niche tourism products would likely be targeted at high value foreign tourists, encouraging them to either start or end their China trips in Hangzhou.

Hangzhou has strengths in key niche areas of tourism, which, if effectively marketed, will certainly entice this high-spending foreign tourism segment.

  • Cuisine
  • Medical tourism
  • Meeting, convention and exhibition facilities
  • Outdoor adventure
  • Historic and cultural heritage

All of which are covered by Hangzhou’s proximity to Shanghai and the city’s Number 1 attraction: Four seasons of spectacular scenery.

Creating a new tourism catchphrase for Hangzhou

According to the book “Creative Advertising” by Charles Whittier:

“A slogan should be a statement of such merit about a product or service that is worthy of continuous repetitive advertising; is worthwhile for the public to remember; and is phrased in such a way that the public is likely to remember it.”

However, it’s a difficult job to capture the appeal of a destination such as Hangzhou and plug it into a hard-hitting, effective slogan.

Some slogans become real hits

  • Egypt, where it all begins” is the impressive tourism slogan of Egypt, which intends to highlight Egypt’s historic status as a cradle of civilisations
  • It’s more fun in the Philippines” is the cheery / happy travel slogan of the Philippines.
  • 100% pure New Zealand” is the marketing slogan of Tourism New Zealand, which reflects New Zealand’s image as a clean, green, adventure playground.
  • Jump into Ireland, the tourism slogan of Tourism Ireland (north and south) is designed to convey a sense of playfulness and to reflect the stimulating nature of a holiday in Ireland with unforgettable experiences and warm, friendly people.
Other effective slogans which we like are
  • Mauritius – It’s a pleasure” – clean and simple
  • Brazil – Sensational!”

 Some slogans can be vague, unclear and even disturbing

  • I Love (heart) New York” is the travel slogan many others try to emulate, but what does this catchphrase really convey about New York?
  • South Africa: It’s Possible!” is South Africa’s tourism slogan. This slogan gives you no reason to visit South Africa
  • Visit Bangladesh Before Tourists Comewas the tourism slogan of Bangladesh!
  • Colombia: The Only Risk Is Wanting to Stay”, Columbia’s tourism slogan, could potentially cause more harm than good, by highlighting the reality of “risk

Clearly some of these slogans’ unfortunate suggestions could have been caught early with international testing, and I therefore applaud the Hangzhou Tourism Commission and the Hangzhou Office of Foreign Affairs officials who have invited long-time foreign friends of Hangzhou here today to sound out our opinions regarding the four suggested new slogans for marketing Hangzhou in these new markets.

In my opinion, when developing a great inspirational slogan for Hangzhou — I am thinking along the lines of, for example, Subway’s ‘Eat Fresh’, Nike’s ‘Just Do It!; Sony’s ‘Make. Believe’ etc — five key elements need be adhered to:

  1. Recognition. An effective slogan for Hangzhou must stay consistent with the Hangzhou brand name either obviously stated or strongly implied. It’s better to include the name of Hangzhou in it.By putting the Hangzhou name in the slogan, every time people hear it and see it, they re-imprint it and keep it top-of-mind. People identify with the name.
  2. Unforgettable. Some of the best slogans, such as those just highlighted, are still being used today, even though they were launched more than a few years ago.  Such slogans are memorable.
  3. Useful. The chosen slogan should show Hangzhou’s intention and benefits of the tourism product by conveying the message in consumer language. Imply the risk of not using the product. Create a positive feeling for the consumers. – Such a slogan should be beneficial.
  4. Differentiation. In an overcrowded tourism market, brands in the same industry need to set themselves apart through a creative and original slogan.
  5. And finally, keep it simple. Use proven words and short keywords.  Seven words or less: One word is usually not enough.

4 Final Slogans for Promoting Hangzhou Overseas

A diverse representation of 15 foreigners – including company owners, hotel managers, magazine editors and teachers – living in Hangzhou from periods of a year to over twenty years, were assembled by the Hangzhou Tourism Commission and Hangzhou Foreign Affairs Office to choose which one of the following four final slogans created by Shanghai Advertising Company would be best suited to promoting sophisticated brand image of Hangzhou overseas (in particular to reach tourists in Europe and the Americas).

  • Infinitely Hangzhou!
  • Authentic Hangzhou!
  • Hangzhou: Relax, Recharge, Rejuvenate
  • Hangzhou: A Living Poetry

The Shanghai Advertising Company account manager urged those present to consider each slogan in terms of four aspects:

  • “Relevance with Hangzhou City”
  • “Words elegancy”
  • “Pronunciation”
  • “Sense of Picture”

Infinitely Hangzhou!

Even against an appropriate setting of iconic Hangzhou panoramas, similar to “Brazil -Sensational!” or “Mauritius – It’s a pleasure”, for the intrepid tourist planning his/her first trip to China, having already ticked Beijing, Shanghai, and possibly Xian or Guilin, “Infinitely Hangzhou” comes across as rather vague.  Infinitely what? Infinitely full of surprises or infinitely full of hope? What does “Infinitely Hangzhou” have to do with anything?

Of course, to those of us with even a basic knowledge of Hangzhou, simple “Infinitely Hangzhou” suggests a city of unlimited cultural expression.  Yet, it will take first-rate emotionally appealing photographic backdrops to disarm “Infinitely Hangzhou” of its mind-numbing blandness. Hangzhou is an inviting and truly diverse city for those tourists that endeavour to discover its appeal.  With respect to Hangzhou, a single word slogan will not generate an effective emotional impact.

Authentic Hangzhou!

With China’s heritage disappearing at an alarming rate in the race for modernisation, authenticity is a much sought-after, and increasingly elusive, quality that rates high with foreign tourists. As such, the slogan “Authentic Hangzhou” stakes Hangzhou’s claim to a rich historical past which continues to be alive and well. “Authentic Hangzhou” can also refer to Hangzhou’s natural landscape while underscoring the genuineness of its people.

Yet the slogan “Authentic Hangzhou” manages at the same time to be boring, nebulous and almost superfluous. Hangzhou may be the first Chinese city to start promoting itself to European and American markets, but soon numerous cities throughout China boasting an international airport will be getting in on the act, which begs the question: How effective will the slogan “Authentic Hangzhou” be in adequately articulating the unique attributes of Hangzhou, including the authentic experiences of Hangzhou’s history, architecture, cuisine and culture? Doubtless the tagline will be paired with colourful images, but it’s unclear whether visitors will make the connection between the slogan and the city’s emphasis on authentic experiences.

Hangzhou: Relax, Recharge, Rejuvenate

While “Hangzhou: Relax, Recharge, Rejuvenate” is the first to clearly state to spell out specific benefits of Hangzhou’s tourist product offering, the three ‘Rs’ make it sound like a catchy spa slogan. If truth be told the tagline does define what a vacation is all about, but in this case is more suggestive of warm beaches bathed in year-round sunshine, when in fact Hangzhou has four distinct seasons.  Moreover, Hangzhou purists would argue that the tagline “Hangzhou: Relax, Recharge, Rejuvenate” completely negates seven thousand years of history.

On the positive side Hangzhou with its close proximity to Shanghai and growing direct international access via Xiaoshan International Airport is the ideal place for visitors to either China and relax prior to traipsing around the country and for unwinding following a hectic cross China sight-seeing schedule. If this is indeed the intended message of “Hangzhou: Relax, Recharge, Rejuvenate” then the slogan needs re-working, not least because “recharge” and “rejuvenate” are quite unoriginal and are more or less tantamount to the same meaning.

Hangzhou: Living Poetry

Hangzhou’s natural beauty and historic treasures, which embrace many aspects of Chinese culture, have been a source of inspiration for poets and painters throughout Chinese history. In contrast with modernising cities across China, including Shanghai, although Hangzhou has been through many recent urban developments, much of the city’s natural, historical and cultural heritage remains unchanged from what has been depicted in literature for centuries. As such,  the slogan “Hangzhou: A Living Poetry” asserts that in essence nothing has changed about Hangzhou’s enduring allure, even if the city is China’s fourth largest metropolitan area, an appeal which, if properly packaged, would have to be enticing to China-bound European and American tourists. 

Moreover, by portraying Hangzhou as a poetry in motion, “Hangzhou: A Living Poetry” comfortably encompasses the notions of “infinitely”, “authentic” and “relax, recharge, rejuvenate” as set out in the previous three taglines.

As such “Hangzhou: A Living Poetry” proved to be the most popular of the four slogans, although tweaked a little to make it more Now: “Hangzhou: Living Poetry”.

Hangzhou: Living Poetry” – A simple, yet memorable, slogan for marketing the Hangzhou brand image to European and American tourists that people will identify with and which, by demonstrating the benefits of the city’s own matchless tourist product, clearly differentiates Hangzhou from would be competitors.

Hangzhou: Living Poetry

Hangzhou: Living Poetry

Source: http://accuratelimited.com/blog.view.php?id=QmaR0u99uCk=

Niall O’Reilly

Managing Director, Accurate Group Ireland China Market Makers

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Accurate Group China, Hangzhou – O: +86 571 8709 1253

Ireland Office: Accurate Ireland, Dublin – O: +353-1271-1830

2016

2016

2016

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Accurate China Insight: CIC’s ‘China Ireland Technology Growth Capital Fund’ play underlines Ireland’s strategic value

Two major sovereign wealth funds the National Pensions Reserve Fund (NPRF) and the China Investment Corporation (CIC) have joined forces to invest US$$50 million each in the recently created China Ireland Technology Growth Capital Fund [For more information on this announcement read http://www.irishtimes.com/business/sectors/financial-services/pensions-reserve-fund-to-unveil-investment-of-70m-by-chinese-group-1.1658163].

This is a huge vote of confidence in Ireland’s future economic vitality. Yet, what’s even more significant is the way this has played out since 2011.

China‘s state media made great play out of the leaders of Greece, Portugal, Spain and Italy going ‘cap in hand’ to Beijing in search of China Investment Corporation sovereign funds to mitigate their economic woes.

Accurate China Insight - CIC- China Ireland Technology Growth Capital Fund - play underlines Irelands strategic valueNot so when it comes to Ireland. State media coverage of Ireland has always been characterised by the highlighting of particular qualities or attributes which the Chinese Government views as the basis for the close relationship between Ireland and China, the importance of which is highlighted by the growing number of senior Chinese leaders/officials visiting our shores on a regular basis.

Behind the subtly of carefully crafted official speeches and commentaries regarding Ireland there has clearly been a sense of purpose in China’s strategic approach. For example, when senior Chinese officials say “China attaches great importance to its relationship with Ireland” what they mean is ‘English speaking’, ‘between Europe/USA’, ‘same time zone as UK’, ‘potentially resource rich (food, energy)’, ‘friendly’. In other words Ireland is clearly of strategic value to China.

In a new world order potentially led by China our Mediterranean friends don’t offer such strategic attributes.

Following the signing of joint government sponsored NTMA / CIC MOU back in early 2012, an initiative involving CIC was always going to bear fruition. The questions to be answered were when/where?

Given that CIC only makes strategic investments which in China’s vested interests, the statement that Irish and Chinese companies in “core technology sectors such as internet, software, semiconductors, and clean technology will be targeted by the fund’s managers, as well as a number of other technology areas where the Fund’s strategy is uniquely positioned. These include agriculture, food, medical, and financial services” clearly offers the chance of a “win-win” solution for all.

Accurate China Insight-  China Investment Corporation CIC-China Ireland Technology Growth Capital Fund play underlines Irelands strategic value

Now that there is investment money on the table: China is now set to become a major market for Irish companies in terms of joint collaboration and market access; while Ireland’s technological prowess and investment climate, backed by CIC’s vote of confidence, place us at the top table in terms of attracting Chinese outbound investment into Europe.

Coming hot on the heels of the announcement of the established of a new Irish-domiciled exchange-traded fund (ETF) offering European investors direct access to China’s blue-chip stocks for the first time, the approaching Year of the Horse looks set to be a thrilling year in Ireland China relations.

Niall O’Reilly

Managing Director, Accurate Group Ireland China Market Makers (Route to Market, Export, Import, Partner Due Diligence)

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Accurate Group China, Hangzhou – O: +86 571 8709 1253

Ireland Office: Accurate Ireland, Dublin – O: +353-1271-1830

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Ningbo Focus, Reindeer Station and Point Corporate Services join forces with Ningbo Business Club Linkedin Group

Ningbo Business Club LogoNingbo Focus, Reindeer Station and Point Services have joined forces with burgeoning online Ningbo Business Club Linkedin Group to form the Ningbo Business Club ‘on the ground’ in Ningbo.

Ningbo Business Club (NBC) was founded by Niall O'Reilly, Managing Director, Accurate Group, China business advisers.

Ningbo Business Club (NBC) was founded by Niall O’Reilly, Managing Director, Accurate Group, China business advisers.

With over 400 members, Ningbo Business Club (NBC) is devoted to bringing professionals and entrepreneurs quality connections, information and knowledge about how to use and leverage business networking to meet their professional objectives in and around the port city of Ningbo.

Ningbo Business Club Founder, Niall O’Reilly, Managing Director of Accurate Group Limited, noted that:

“With the Port City of Ningbo being the second largest port in the world in terms of cargo throughput, and a major Chinese industrial and export hub in its own right, NBC is a unique platform that serves to connect a global network of business professionals and entrepreneurs linked to Ningbo with businessmen and businesswomen on the ground in Ningbo working in related cross industry sectors including logistics, shipping, engineering, manufacturing, automotive, financial services, professional services, sourcing, trading, pharmaceuticals, real estate and ICT.”

Mr. O’Reilly went on to conclude:

“This collaboration with Ningbo Focus (Ningbo’s leading bi-lingual business, economic and leisure magazine), Reindeer Station (the leading professional services provider for ex-pats in Ningbo) and Point Services (an international corporate services provider based in Ningbo) will surely serve to solidify NBC’s position as the leading cross-community and international B2B networking platform in Ningbo”.

NBC intends to host B2B networking events on a regular basis, which will not only provide for business networking interaction, but will also include keynote speakers addressing China business issues and regulations of concern to NBC members.

To join the Ningbo Business Club (NBC) click:

http://www.linkedin.com/groups/Ningbo-Business-Club-NBC-975447/about?trk=anet_ug_grppro

The first formal Ningbo Business Club (NBC) networking event will take place on Thursday 5th September 2013 at 19.00hrs in the Shangri-la Hotel Ningbo. Details are posted below.

Ningbo Business Club B2B Networking Event - Shangri-la Hotel - Thursday 5th September 19hrs

Source: http://www.accuratelimited.com/blog.view.php?id=V4IHewfUNNs=

For further information contact:

Niall O’Reilly

Managing Director, Accurate GroupIreland China Product & Business Development (Export, Import, Partner Due Diligence) Consultancy

Website: http://www.accuratelimited.com

Twitter: @AccurateChina

China Office : Niall O’Reilly, Accurate China 1-3 Ying Hui Xing Zhou, Jiang Nan Shui Xiang Lian Sheng Road, Yu Hang District, Hangzhou. China 310023| O: +86 571 8709 1253

Ireland Office: Niall O’Reilly, Accurate Ireland 93 Upper Georges Street, Dun Laoghaire, Dublin, Ireland| O: +353-1271-1830

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Accurate China Insight: If your business is product sourcing: How competitive is the ‘Made in China’ brand?

Despite the Chinese Government’s past success at restraining inflation, accelerating food, fuel, raw material and labour costs have resulted in a widely held belief that average inflation rates of 4 to 5 percent are here to stay in China, at least over the over the next decade.

Which raises the question: With rises in wage and manufacturing costs set to be the norm is China still competitive as a product source for Ireland’s importers? Accurate China Insight: If your business is product sourcing: How competitive is the 'Made in China' brand?

Ireland’s importers are right to exercise caution when sourcing from China.  However, China still has much working in its favour:

  1. China is politically stable, and such stability is good for business
  2. Low cost countries surrounding China are also weathering an inflation contagion, with inflation rates in Vietnam, India and Pakistan increasing at a much faster rate.

June 2011 Inflation Rates:

Vietnam 20.8%

Pakistan 13.3%

India 8.7%

China 6.4%

Indonesia 5.5%

Malaysia 4.6%

Philippines 4.6%

Thailand 4.1%

(Sources: Respective country central banks) 

3.  Production costs in China are still low, despite rising costs.

4. Skills levels are generally high. While China’s factories could be said to be still at an early stage in their execution of innovative manufacturing techniques, their production processes are still well ahead of similar production operations in surrounding low cost countries.

5.  The striking effects of the ‘Clustering’ in China’s three economic powerhouses [Pearl River Delta (from Hong Kong to Guangzhou), Yangtze River Delta (Hangzhou, Suzhou, Nanjing and Shanghai) and the area around Beijing and Tianjin] which have resulted in the construction of excellent infrastructure, a concentrated material supply chain, and an experienced and skilled labour force.  There is no evidence of such a clustering blend being prevalent in other surrounding low-cost countries.

6.  Productivity and industry familiarity.  While the costs of labour and logistics, as well as labour availability, are driving up factory output costs along China’s coastal rim, cities in central and China, such as Wuhan, Chengdu, Chongqing, Zhengzhou and Hefei, and their surrounding provinces, are much more cost competitive with respect to the manufacture of products in which the value-added and process complexity is low.  Meanwhile, the coastal manufacturing hubs, with their knowledge of particular manufacturing industry sectors, are becoming more focused on complex, skill intensive factory production.  In surrounding low cost countries such instances of high productivity levels and industry knowledge are limited.

The biggest issue for Ireland’s importers relates to fluctuating oil prices and their impact on the cost of shipping products sourced from China to Ireland, which is a worldwide occurrence.

Source:

Niall O’Reilly

Director for China, Irish Exporters Association

Accurate Ireland – China Business Advisers – Products & Services Sourcing | Business Development Consultancy

Tel: +353 1271 1830 / +86 15257194468

http://www.accuratelimited.com

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