QUESTION: Which Hawaii industries have the most opportunity to tap into the Chinese market?

ANSWER: Beyond Hawaii’s visitor industry and retail, at this point, I would say restaurants and wedding vendors. Chinese like to eat Chinese food, but they will experiment for sure. However, they are often deterred by the lack of signage and menus. They also want to patronize places that take the Union Pay Card.

I’ve also seen a growing market for Chinese couples that want to have a Western-style wedding in Hawaii. Most of them are not Christian, but they are having a Christian-style ceremony or vow renewal on the beach or in a chapel. The women want to wear the big white gown. Because of this, I think there are a lot of opportunities for wedding directors, officiates, photographers, videographers, formal clothing distributors and venues. I’ve seen steady growth in this market this year.

Q: What is the most important thing to remember when doing business with Chinese clients or reaching out to Chinese customers?

A: The culture is totally different. I tell my clients to remember to make the Chinese customers feel like they are traveling in a foreign place, but they are shopping, eating and walking like at home.

First, retail is very important. Some Chinese visitors to Hawaii don’t even have a chance to get to the beach, but they still shop.

Retailers can make Chinese customers feel more at home by having Mandarin-speaking staff, hanging Chinese signage, accepting the Union Pay Card and putting translated prices on the items.

Customers like to have a sense of what something costs instantly. In restaurants, Chinese travelers very much appreciate Chinese-language signage, menus and service. They want to know what they are ordering.

Also, Hawaii still needs to put up Chinese traffic signs, directions and attraction markers. Chinese like to walk, but they don’t know where to go or what they are looking at when they pass by. It would be great to hang Chinese-language signs at popular attractions like Round Top or Blow Hole.

Additionally, Chinese don’t have the same road rules, so we need to find ways to educate them on the differences.

For instance, in China jaywalking is accepted because if you didn’t do it the cars would never stop, and you would never get across the road.

Q: What are some cultural don’ts that business people should keep in mind if they want to grow their relationship with Chinese clients?

A: First, don’t mistake them for Japa­nese or Koreans or another Asian culture. They hate that. It’s best to ask the customer where they are from before you greet them.

Also, don’t make your business too American — that’s a no-no for a Chinese client. 

For example, China is a tea culture. Hotels should offer these guests tea or hot water. Rooms should have teapots or something to heat water rather than coffeepots.

When it comes to color, opt for red and gold and try not to use black and white. It’s best to avoid using the number 4, which spells death in Chinese.

So, if you are a tour company, don’t price the tour at $44. Americans have lucky number 7, but the Chinese like number 8, which symbolizes riches.

Q: What do Chinese tourists like about Hawaii, and what don’t they like?

A: My clients tell me that they love the fresh air. They like the weather, the beach, the sunshine — these are things that Hawaii is famous for. They love Hawaii’s obvious aloha spirit. They love the green.

However, they don’t feel as welcome or comfortable here as they could. Chinese information and signage is still lacking. More service providers need to speak Mandarin.

Those who have traveled to the U.S. mainland also compare Hawaii’s prices unfavorably.

They think gas prices are too high here. If they go to Las Vegas, they say they pay a third of the price for a larger hotel room.

It’s important to show them that Hawaii is offering a very different product.

Q: How important is online media marketing to the Chinese, and how does this market differ from others in that regard?

A: There’s no doubt that online marketing is the future for Chinese tourism. Many clients research Hawaii online before making a decision to come here.

Younger customers, under age 40, are using Chinese social media more and more.

My company is heavily focused on social media marketing; however, it’s important to know the Chinese government’s policies. Chinese can only get information on their own social media channels, which include weibo, the Chinese twitter; youku.com, the Chinese YouTube; renren.com, the Chinese Facebook.

We can access these sites from here and put up Mandarin content, but they can’t access the social media that is available here.

If you don’t post something on their sites in their language, they won’t see it.

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Interviewed by Allison Schaefers