GREAT China Welcome

GREAT China Welcome
Training Tools
Workshops
Participating in workshops dedicated to the Chinese market is an opportunity to gain insights into the
Chinese culture and get up to date with China’s market trends, demographics and travel patterns and
purchasing behaviour. It is also an opportunity to meet and have face-to-face discussions with leading
professionals in dealing with the Chinese market and who can share first-hand experiences.
Workshops are often organised at regional or sectorial level, e.g. by local destination marketing bodies
or trade associations. There are also a couple of organisations which organise regular events:
China Edge Bi-monthly workshops
Each workshop focuses on different aspects of luxury Chinese market preparedness including cultural
understanding and business etiquette, industry insights, Strategic planning and IP, Trade marketing,
Public relations, Digital marketing and Social media and more. Each workshop is limited to 40 guests.
For an updated schedule of workshops, visit http://www.chinaedge.co.uk
Chopsticks Club
Chopsticks Club is a bi-cultural networking group that is passionate about China. Established in 1993
and based in London and Shanghai, the Club promotes bi-lateral links, dialogue and understanding
with China through its activities.
The Club's vision is to support organisations and individuals in building their Chinese knowledge to
ensure they have the right skills in place to support their China-related growth. They deliver regular and
high profile business networking events, China-skills recruitment events, Mandarin lessons and crosscultural training in order to achieve this.
http://www.chopsticksclub.com/
GREAT China Welcome Charter, Training Tools
July 2014
Training programmes
ChinaContact Market Entry Training
Sector specific, customised China market entry advice and in-house training delivered by Chinese
tourism and hospitality veterans with a wealth of direct experience in the Chinese tourism industry.
http://www.chinacontact.co.uk
Capela Chinese Tourist Welcome (CTW) Training (in partnership with COTRI):
This training programme delivers face-to-face training to hotels, attractions, retailers, destinations and
any other businesses. Usually a two-day course, it is adaptable to both management for developing the
right products and services, and to front-line staff needing guidance in welcoming Chinese visitors. It is
conceived and delivered in partnership with the China Outbound Tourism Research Institute (COTRI).
http://www.capelatraining.com/index.php?pageid=2242
China Edge China-Ready programme
This programme from the China Edge Academy consists of 4 half-day workshops:
 Strategy and risks
 Tourism engagement
 Digital and Social
 Cultural training
This modular training provides luxury brands with the knowledge and tools to plan, engage and deliver
tailored services to the global Chinese consumer. China-Ready helps brands to increase the number of
visitors on their Chinese landing pages and followers on their social media accounts, increase their
brand value, sales, ROI, etc. Each brand receives a tailored final report and China action plan (included
in Programme cost).
http://www.chinaedge.co.uk
China Edge Kick-Starter:
This eight week modular programme provides planning and integrated sales, marketing and customer
service solutions for brands and retailers wishing to target Chinese tourists. It helps brands to
overcome the difficult challenge of understanding Chinese consumer behaviour, digital marketing,
culture and language by providing a complete tool-kit with accompanying hands-on guidance from start
to finish. Designed for targeting Chinese consumers, the tool-kit can also be used as the template for
entry into establishing a presence in China itself.
http://www.chinaedge.co.uk/2013/11/china-kick-start-press-release/
L2 Language & Cultural Services
Designed to inspire effective communication with the Chinese, L2's training programmes are designed
to inspire confidence for anyone with existing relationships with Chinese counterparts or colleagues and
to those who are hoping to build business relationships with the Chinese. Their insight focuses on
gaining trust, building rapport, motivating teams, reading between the lines and avoiding
misunderstandings.
http://www.l2languageandculture.co.uk
GREAT China Welcome Charter, Training Tools
July 2014
Certification Programmes
Delivered by UK based agencies
China Edge China-Ready certification
The modular training programme from the China Edge Academy provides luxury brands with the
knowledge and tools to plan, engage and deliver tailored services to the global Chinese consumer
http://www.chinaedge.co.uk
COTRI CTW label
The Chinese Tourist Welcome Quality Label (CTW label) provided by COTRI enables companies and
organisations Successful applicants will be granted the CTW Quality Label. The label is valid for two
years after granting and can be renewed.
http://www.china-outbound.com/123.html?&L=1%20onfocus%3DblurLink%28this%29%3B
Other certification programmes delivered by Chinese agencies
China Outbound Tourism Quality Service Certification Program (QSC Program)
The QSC Program is supported by the China Association of Travel Services (CATS) and operated by
Ivy Alliance Tourism Consulting. It is designed to improve the overall quality of China’s outbound
tourism services in order to provide Chinese travellers with high quality services when abroad. The
QSC Program recognizes and certifies suppliers in Chinese outbound travel destinations, according to
a list of criteria and assessment procedure.
http://www.qualitytourism.cn/
The Welcome Chinese Hospitality Certification
This certification is executed by Welcome Chinese in cooperation with the China Tourism Academy
(CTA). Hotels can apply for a Bronze, Silver or Gold certification depending on the quality and the
number of services they offer to Chinese travellers. The Welcome Chinese certification is valid for one
year; it can be renewed and updated.
http://www.welcomechinese.com.cn/certification/?cur=2
GREAT China Welcome Charter, Training Tools
July 2014
Market Entry Services
ChinaContact
ChinaContact is a market entry specialist for tourism and retail sectors based in London.
ChinaContact offers representation services in China, participation to travel trade events as well as
sales trip to China.
www.chinacontact.org
China Edge
China Edge provides an end-to-end platform to help brands target, engage and serve the High Net
Worth Chinese individuals, it focuses on the luxury retail and hospitality sectors. Formed by China and
luxury specialists, it offers luxury marketing services and advice and assists high-end brands in strategy
planning, risk management, and digital marketing.
China Edge also regularly organises cross-cultural trainings to help luxury brands gaining insights on
Chinese consumers’ shopping and spending patterns.
www.chinaedge.co.uk
Qumin
Qumin is the only full service Anglo-Chinese Digital Marketing company. With offices in London and
Shanghai, it provides a complete menu of digital and e-commerce services for all Chinese speaking
markets.
Qumin provides in-depth expertise in:
 Strategic Planning
 Website and app creative and technical design and development
 Website registration in China
 Chinese Search Engine Optimisation (SEO)
 Social Media Marketing
 Pay per click advertising (PPC)
 Mandarin copywriting and Translation
 Digital Brand Launch in China
 Complete e-commerce service, including payment gateway and order fulfilment
www.qumin.co.uk
Training for specific tourism sectors
Capela Chinese Tour Manager Training
This training course is run by Capela Training in association with Hello Britain. It equips delegates
proficient in both Chinese and English with the skills and minimum knowledge to deliver a consistently
good guiding service to Chinese tour groups visiting the UK. It is endorsed and supported by Visit
Britain and UKinbound.
http://www.capelatraining.com/index.php?pageid=2241
GREAT China Welcome Charter, Training Tools
July 2014

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