130911 top 10 findings global blue review 2012
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The rise of the globe shopper
Manelik Sfez, vice president of corporate marketing
April 11, 2023
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Where tourism and shopping meet
International tourism Shopping
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VAT refunds.
Dynamic currency conversion.
POS technology.
Marketing services.
Training & education.
Globe shopper intelligence.
Consulting.
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Amsterdam Athens Bangkok Beijing Beirut Bratislava Brussels Budapest Buenos Aires Casablanca Copenhagen Düsseldorf Galway Geneva Gothenburg Guangzhou Helsinki Istanbul Larnaca Lisbon Ljubljana London Luxembourg Madrid
Milan Montevideo Moscow New York Osaka Oslo Paris Prague Reykjavik Riga São Paulo Seoul Shanghai Taipei Tokyo St Petersburg Stockholm Sydney Tallinn Tokyo Warsaw Vienne Vilnius Zagreb Zurich
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Globe shopperGlobe sho per – [glohb ∙ shop-er]
Noun: someone who considers shopping as a fundamental part of their travel experience
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Shopping is their priority when they travel
Russian tourists Mid-Eastern tourists Chinese tourists
48%56%
82%
Source: Global Blue Review.
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Globe shoppers spend 4 times more per high-street transaction than the locals
Globe shopper
Local client
Local client
Local client
Local client
Source: Global Blue Analytics – Time period: since 1980.
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CHF 54 billion2012’s estimated size of the globe shopper market in the 37 countries
where VAT refunds are available to tourists today.
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“Four years ago China was one third of our American business. Now it’s four times
our American business.”
-- Michael Ward, MD, Harrods
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23,000,000The Tax Free Shopping transactions completed by Global Blue
every year are the core of our intelligence service.
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31% upIn 2012, the total amount spent by globe shoppers was
up 31% year on year.
Source: Global Blue Analytics – Time period: calendar year 2012
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Looking back on the spending of 2012’s top 5 nations
2007 2008 2009 2010 2011 2012-40%
-20%
0%
20%
40%
60%
80%
100%
ChineseRussiansJapaneseIndonesiansAmericans
Source: Global Blue Analytics – Time periods: calendar years, in growth of total amount spent
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The main globe shopper nations in 2012
Chinese25%
Russians16%
Japanese5%Indonesians
4%Americans
4%
Others 47%
Source: Global Blue Analytics – Time period: calendar year 2012, in share of total spent.
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The main destination countries in 2012
France19%
Italy16%
United Kingdom15%Germany
13%
Singapore12%
30 others25%
Source: Global Blue Analytics – Time period: calendar year 2012, in share of total spent.
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The main product categories in 2012
Fashion & clothing49%
Watches & jewellery20%
Leather & accessories9%
Electronics3%
15 others14%
Source: Global Blue Analytics – Time period: calendar year 2012, in share of total spent.
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Globe shopping in 2012
Top 10 findings of The Global Blue Review 2012
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We review the performance of globe shoppers from:
1. China
2. Russia
3. Japan
4. Indonesia
5. USA
6. Thailand
7. Brazil
8. Taiwan
9. Switzerland
10. Malaysia
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(1)4 nations, 50% of tax free salesGlobe shoppers from China, Russia, Brazil, and Indonesia, now account for
as much as half the tourist turnover of most retailers across Europe.
Source: Global Blue Analytics – Time period: calendar year 2012
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(2)Chinese spend grew by 58%
Following a doubling between 2011 and 2009.
Source: Global Blue Analytics – Time period: calendar year 2012
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The world’s N°1 globe shopper nation.
China
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(3) 100 million householdsMasterCard predicts 100m middle-class households in
China by 2016.
Source: MasterCard
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(4) +394% Chinese travellers
In 10 years, Chinese outbound travel grew by 394%, and is expected to grow by another 144% by 2020.
Source: China National Tourism Association
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Top outbound destinations of the Chinese
France23%
Germany17%
Singapore15%
UK12%
Italy12%
Others21%
Source: Global Blue Analytics – Time period: calendar year 2012
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(5) Russians come second
With 31% growth in total spent and 16% global market share, Russians are the second most important globe shopper nation.
Source: Global Blue Analytics – Time period: calendar year 2012
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(6)Russians LOVE fashion
Russians have a passion for Fashion and Italy is the preferred tax free shopping destination, capturing 26% of their total spent on shopping.
Source: Global Blue Analytics – Time period: calendar year 2012
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Russians’ number of transactions by category
15 others
Watches & jewellery
Leather & accessories
Fashion & clothing
2,033,477
136,155
271,744
2,946,485
Source: Global Blue Analytics – Time period: calendar year 2012
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(7)Chinese deal vs. Russian exclusivity
Although they are both attracted by big brand names, Chinese want a good deal while Russians look for exclusivity.
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(8) Thai spend grew by 52%Thai globe shoppers spend more and more and reached the
sixth position in 2012.
Source: Global Blue Analytics – Time period: calendar year 2012
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(9)Indonesia ranks 4th
Indonesia is the fourth largest globe shopper nation, and 90% of their shopping happens in Singapore.
Source: Global Blue Analytics – Time period: calendar year 2012
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(10)USA is still in the picture
Tax Free shopping by US citizens in 2012 grew by 23%.
Source: Global Blue Analytics – Time period: calendar year 2012
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Growth of the top 10 nations by amount spent in 2012
ChineseThais
Malaysians
Japanese
Russians
Indonesians
USA
Taiwanese
Swiss
Brazilians
Market
58%
52%
39% 38%
31%28%
23%
17%14%
-1%
31%
Source: Global Blue Analytics – Time period: calendar year 2012, in y-o-y growth of total spent.
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Growth of the top 10 nations by amount spent in 2012
ChineseThais
Malaysians
Japanese
Russians
Indonesians
USA
Taiwanese
Swiss
Brazilians
Market
58%
52%
39% 38%
31%28%
23%
17%14%
-1%
31%
Source: Global Blue Analytics – Time period: calendar year 2012, in y-o-y growth of total spent.
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Looking ahead at 2013 (Jan-Aug vs. last year)…
Thais
Chinese
Russians
Hongkongese
Malaysians
Indonesians
Americans
Swiss
Brazilians
Japanese
Market
34%
24%
15% 13%10% 10% 8%
2%
-6%
-30%
13%
Source: Global Blue Analytics – Time period: Jan-Aug 2013 vs. Jan-Aug 2012, in growth of total spent.
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Looking ahead at 2013 (Jan-Aug vs. last year)…
Thais
Chinese
Russians
Hongkongese
Malaysians
Indonesians
Americans
Swiss
Brazilians
Japanese
Market
34%
24%
15% 13%10% 10% 8%
2%
-6%
-30%
13%
Source: Global Blue Analytics – Time period: Jan-Aug 2013 vs. Jan-Aug 2012, in growth of total spent.
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Thank you.