The campaign branded "Madrid Destino 7 Estrellas" is being developed with the aim of positioning the commerce of Madrid as a benchmark in new emerging markets, such as China, through the promotion of the commercial axis with a higher affluence of visitors. This initiative, launched in October 2013 by the Community of Madrid together with the Chamber of Commerce and Industry of Madrid and within the frame of the Comprehensive Plan of Support for Competitiveness of Retail Trade of Spain's Ministry of Economy and Finance, was established in 2014 with the implementation of several actions both at the origin as well as the destination.
A delegation of the company Wanda Tourism visited Spain last week thanks to this initiative and enjoyed a premium retail route through the main flagships of Spanish designers in the Serrano axis, one of the most exclusive shopping areas of the capital, guided by the platform Chinese Friendly.
The stores of Delpozo, Purificacion Garcia, Custo Barcelona and Roberto Verino opened their doors to this delegation offering them personalized attention and a presentation of the work by the Spanish designers.
Upscale Chinese tourism requires of a special treatment and care. A culture that is very different to European, to which the trader must be able to adapt to reach their potential customers. Chinese Friendly was created with the goal of helping our brands and stores get the most out of this powerful opportunity, advising them to reach a high level of excellence in service as well as a communication at the destiny and origin that channels the customer.
In 2013 the Chinese outbound market reached 93 million tourists who travelled abroad. China was the country with higher expenditure (102,000 million USD) and it is expected that by 2014 the number of Chinese tourists will reach 100 million.
