两年前,当夏威夷航空进入中国市场时,品牌向消费者传播的内容主要关于夏威夷这个旅游目的地;现在,夏威夷航空要为中国消费者详细讲述品牌的故事了。随着家庭经济条件的改善和人口结构的变化,中国正越来越显现出自己作为出境游客源国的强劲实力。国家旅游局的数据显示,2015年中国出境旅游1.2亿人次,出境旅游购物市场规模已达6841亿元,其中自由行游客的消费占比超过80%。如此庞大的市场规模,也难 When Hawaii Airlines entered the Chinese market two years ago, the brand’s message to consumers focused on the Hawaii tourist destination; Hawaii Airlines is now going to detail the brand’s story for Chinese consumers. With the improvement of the economic conditions of the family and changes in the demographic structure, China is increasingly showing its own strength as a source country for outbound tourists. According to the data from the National Tourism Administration, outbound tourism in China reached 120 million in 2015, and the overseas tourism shopping market reached 684.1 billion yuan, of which the proportion of free-riders accounted for more than 80%. Such a huge market size, it is difficult