By granting a generous travel allowance to outbound tourists, who numbered around 170 Million in 2019, China scored a major victory in her business strategy of China Abroad. Prior to departure, seemingly innocent travellers are decked with number of goodies, quite some are given right away as presents by corporate marketers. What’s happening?
Flaunting the goodies most of them being top of the rung techy equipments and gadgets such as cameras, mobile sets along with consumer and utility items that display the name of company and the brand, each tourist, in effect, a salesman for the China Abroad. Along with his personage he or she carries the “name card” of one or more corporates that manufacture these items. Thereby big time sales promotion is accomplished without the concerned companies being present or having incurred promotional cost.
What is behind the business strategy is very simple idea that the Chinese Communist Party (CPP) conveys to the awed viewers in host countries: Look we have uplifted almost 800 million people out of poverty. Here are some of those who were uplifted coming to your shores proving that our type of socialism has succeeded. That alone broke through the glass of US capitalism.
Every such tourist is an un-appointed trade representative of large corporates that are private, state owned or of mixed ownership who functions as the vanguards of Chinese manufacturing & trade sectors. In fact, these “invisible salesmen” often give away few of the goodies to enchanted viewers or whom they befriend in the course of their sojourn in the host countries. The Result: interest in the products and the companies manufacture these is kindled. Overall this business strategy has created a well of enthusiasm ending with the desire to buy the items materialising in due course.
Predictably, CPP practises what we call as “Holistic Approach”. Throwing a bit of light, I must add in holistic approach, one part is interconnected with another and applicable only by reference to the whole. Put it other way, every Chinese tourist going abroad is the representative of the PPP and the China Dream who is tasked to look after the interest of stakeholders that include, but not limited to employees, managers, suppliers, customers, shareholders and the wider public who are loyal to the CPP and its brand of socialist philosophy with Chinese characteristics.
By this successful business strategy PPP is able to sell the China Dream abroad and up cultivating a mania for Chinese goodies all over the world. Come to think of it, whereas USA sends soldiers abroad to fight wars, China sends tourists abroad to win business and more business.
Cheers!
Muthu
Ashraff Rajulu
Business Strategist
Mobile: + 94 777 265677
E-mail: cosmicgems@gmail.com
Blog: Business Strategist
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