T URISM MARKETING IN CHINA

Transcription

1 T URISM MARKETING IN CHINA

2 WHO ARE WE Full-service campaign planning and management marketing firm, specializing in cross-cultural marketing within the Aus-China space OUR SERVICES Outdoor Media TVC & TV Sponsorship Event Management Search Engine Optimization Social Media Management & Advertising KOL Collaboration

3 ABOUT ME Director of Point Media Pty. Ltd. 5 years experience within the marketing industry Roots in outdoor media, TVC/Sponsorship and event management In 2016, began accepting digital marketing projects Clients are based in the Aus-China space CONTACT INFO michael@pointmedia.com.au pointmedia.com.au

4 Advertising Investment Distribution Among Platform From Foreign Tourism Bodies TV/Radio 0.60% Newspaper 21% Magazine 1.20% Outdoor 4.10% Internet 73.10%

5 TV Sh w Sponsorships

6 TV Audience age and watching time distribution Mins. Spent Per Day Per Person Age

7 Chinese spend 144mins per day watching TV. Platform Type Mins. Spent Per Day Per Person Despite the the younger generation choosing to tune into online video apps, traditional television channels still take up 46% of the Top 50 most frequented broadcasting platforms. Wechat APP 29 Iqiyi APP QQ Video APP 8.78 QQ APP 6.97 Youku APP 6.22 CCTV-4 TV 6.13 CCTV-1 TV 5.51 CCTV-6 TV 4.53 CCTV-8 TV 4.37 Hunan Tv TV 4.26

8 Rise of TV Show Sponsorships Due to over saturation of advertising commercials in China New regulations were introduced by the State Administration of Radio Film and Television to restrict commercial content Companies have resorted more creative sponsorship options Blatant product plugs have become a running joke between entertainers and viewers

9 Case Study: Yili Industrial Group Ltd. Hunan TV s Dad Where Are You Going? attracts around 75 million viewers per episode Sponsored by Yili Industrial Group Ltd., a leading diary producer 500 million yuan (77.15 million) for Season 3, 312 million yuan for Season 2) The Season 3 deal accounted for 14.1% of diary producer s net profit in the first three quarters of 2014 (year of broadcast) One episode was shot in Yili s pastures near Urumqi, capital of XinJiang Uygur very green and much less inhabited part of China. Showcasing the natural and organic ingredients of the products, addressing a major concern for all Chinese injestable products, particularly for children.

10 Travel Related TV Programme Ratings 2017 Sister Over Flowers 1.016% Divas Hits The Road 0.576% The Exploration Of The World 0.58% Running Man 4.274% Let s Go! Go! Go! 0.609% The Pattern Of The Journey 0.913%

11 Case Study: Sanitarium Health and Wellbeing Company Weet-bix first began selling on shelves of Chinese local supermarkets 10 years ago After appearing as the breakfast of the female lead in the hit TV drama Ode To Joy, the brand became a household name overnight Sales in China increased by 50%

12 Pop- p Attractions

13 O2O Marketing Using WeChat QR Codes In the most recent quarter, Tencent s WeChat had 963 million monthly active users Contributes to $1.76 billion in lifestyle spending in China Marketers are still dependent on offline methods to direct consumers to e-stores or official accounts The most effective and efficient way to increasing followers and engagement on official accounts is through QR codes

14 Advertising Investment Distribution Among Platform From Foreign Tourism Bodies TV/Radio 0.60% Newspaper 21% Magazine 1.20% Outdoor 4.10% Internet 73.10% Short term campaigns that initiate long term campaigns

15 Case Study: Martell Noblige Cognac Set up in Beijing s Capital Airport and Shanghai s Pudong Airport, where there are plenty of people purchasing from duty free stores The campaign entitled 当代名士 映像寻旅 roughly translates to Modern Elites and their Journey of New Elegance' Showcased famous photographer, Justin Jin s, men of elegance from 6 Chinese cities, featuring notable public figures in China The exhibition featured interactive images with QR codes below, which directed WeChat users to the brand s official account, so they could access each men s audio profiles and free giveaways

16 Case Study: I Do Aim: Promote a new perfume line Theme: The taste of love Form: Offline Immersive Advertisement Venue: Shanghai XujiaHui Metro Station Endorsed by Idol Group Nine Percent Photos of Nine Percent decorate the walls and seats of the subways and subway tunnel where fans are encouraged to take photos and share on their social media

17 Case Study: I Do Perfume samples signed by Nine. Percent members can be taken off the walls Messages of Nine Percent s fans from Weibo are printed on the ceiling Fragrance diffusers spray the new perfume scent into the air when people touch it

18 Outdoor Med a

19 Screen Domination Chinese are very fond of the 52 LED screen You can advertising screens in almost every commercial or communally shared residential space (e.g. parks, shopping centers, apartment elevators) Focus Media, for example: covers 120+ cities 220K screens & 30K digital posters

20