Simon shops around for more Chinese customers

Simon, the US industry leader in offering "one-stop shopping" for travel wholesalers, is launching a dual marketing strategy in China.

"The strategy will be carried out to attract more Chinese travelers to the United States for shopping and build shopping centers in China," said Jolie Cina, marketing director of Premium Outlets, a Simon company, on Tuesday when she toured Shanghai.

A sales mission group, which consists of senior marketing managers from Simon's three shopping center brands, Simon Malls, Premium Outlets and the Mills, is visiting to Shanghai and Beijing to introduce Simon's brands by launching a one-week road show.

"We aim to let more local people know more about American shopping," said Kelly Mikesell, vice-president of marketing for the Mills.

Mikesell said the group has had discussions with local travel agencies to seek cooperation opportunities, adding that "talks are under way with the Shanghai China International Travel Service Ltd and CITIC Travel Agency."

Simon has set up 13 Premium Outlets in Japan, South Korea and Malaysia.

"China, as a huge market, should have Premium Outlets," said Yvette Ng, international marketing director of Premium Outlets. "We have arranged someone to work out an expansion plan for the market."

Cina said Premium Outlets is seeking local partners to establish an outlet beside the Disney Amusement Park that is under construction in Shanghai.

"But it will take time," she said, without giving details.