Swiss Ringier launches new magazine for Chinese tourists in Mandarin

By

Matthieu Guinebault

Published
Apr 28, 2015

Swiss media company Ringer officially launched its first edition of new lifestyle magazine, "The Best!", on 10 April. Published in Mandarin, it is aimed at Chinese tourists planning a trip to Switzerland and will be co-produced twice a year by Ringier teams in Switzerland and China.
 

The first edition had a print run of 100,000 copies, 70,000 in China and 30,000 for hotels and boutiques in Switzerland. The editorial content aims to promote the country to Chinese tourists and encourage them to visit Switzerland. It will also provide shopping and excursion tips for Chinese tourists who are already in the country.

Over the last few years, there has been continuing and rapid growth in the number of Chinese tourists visiting Switzerland, with the number of individual overnight stays now 39.8% higher than it was in 2012.

However, also since 2012, the country of luxury watches has seen its watch exports to China drop 15.7%, and go down 5.7% for Hong Kong, according to Global Blue. Enough to incite Swiss luxury brands to try a different angle in their communications to win over a Chinese clientele, which has become a pillar of this industry.