UNDERSTANDING THE CHINA TRAVEL MARKET

Transcription

1 UNDERSTANDING THE CHINA TRAVEL MARKET

2 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM The Fasted Growing Consumer Market in the World Chinese outbound Travellers expected to exceed 100 million by 2015

3 REACH & CONNECT WITH AFFLUENT CHINESE CONSUMERS BY LEVERAGING DIGITAL MARKETING, TECHNOLOGY AND SOCIAL MEDIA TO INCREASE BRAND AWARENESS AND GENERATE DEMAND

4 The Power of the Internet Community in China: Redefining the Brand/Consumer Relationship DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

5 Dragon Trail Interactive Localized Web Presence Social Media Management Integrated Digital Campaigns Advanced Technology Solutions Chinese web site Development SEO/SEM Marketing Social media program management Social media campaign development & execution Media Management Campaign Management Media Activity Chinatravelbuzz.com Tripshow.com Social Media Applications

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7 China Internet Relationships Dragon Trail has relationships with senior executives in most of the major Chinese Internet portals, social media sites, and online travel sites, including but not limited to the collection below. In addition, Dragon Trail also has close relationships with Chinese consumer and trade travel trade media, both online and offline, as well as with Chinese hotel companies, airlines, travel agents and tour operators in fact, Dragon Trail licenses technology to CITS. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

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10 China Travel Trends, Strategy & Education Publications Essential China Travel Trends Book Chinese Website Evaluation Report China Social Media Handbook Seminars / Training China Ready- set quality standards Web Marketing in China China Social Media Custom Strategy Reports

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12 China Marketing Approach: Either? Clicks Bricks or Over 520 milion users 92% social media engaged Web = THE source of information Call to Action Digital WOM > Retail Marketplace

13 China Marketing Approach: Both! & All Touch Points - Reach consumer online and offline in integrated way

14 50% OF THE TOP CHINA TRAVEL TRENDS ARE DRIVEN BY TECHNOLOGY, INTERNET, MOBILE, AND SOCIAL MEDIA

15 HOW TO LEVERAGE THE MOST IMPORTANT CHINA TRAVEL TRENDS CHANGING CHINESE TRAVELER GROWING INTERNET INFLUENCE HIGH SOCIAL MEDIA ENGAGEMENT INCREASED MOBILE ACCESS SHARING EXPERIENCES VIA SOCIAL AND MOBILE INSPIRE VIA VISUAL CONTENT

16 LIMITED WHY? PRODUCT & DISTRIBUTION

17 THE CHANGING CHINESE TRAVELER

18 THE NEW CHINESE CONSUMER I ve seen the sights. I want to be inspired. I work hard and am successful; I want to get the most out of life. I am not looking for the ordinary & am prepared to pay for something different.

19 Changing Chinese Travellers Chinese consumers are moving towards an experienced based choice model from a price based choice model The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour Groups to more individual travel experiences

20 23 Group travel via agents remains but the use of internet grows strongly Inexperienced travellers Experienced-affluent travellers - Travel in organized groups - Rely on travel agents - Price sensitive - Need booking assistance - Experienced Long Haul travelers - Use internet for search & buy - Luxury and relaxation vs sightseeing - Care for brand and quality Source : BCG Chinese Consumer Travel Survey

21 LEVERAGE THE INTERNET & SOCIAL MEDIA

22 26 Currently 8% of the world s online population lives in China. By 2015 this will be over 20%. Source: Journey Etc. (

23 CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE million Internet users in December 2012, representing 42.1% of the Chinese population 85% of Chinese online users approve Internet Censorship The Internet is the most important information source for 84.3% of netizens More bloggers in China than in Europe and USA combined

24 2012: 1 Billion Mobile Users & 400 Million Mobile Internet Users (CNNIC) 40% : 1.3 Billion Mobile Users & 1 Billion Mobile Internet Users (Forrester Research) 80% DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

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26 Social Media has become the most influential media channel in modern China. Source: McKinsey Consulting The Internet has become the most popular medium for Chinese travellers seeking information about their trips Source: Nielsen China Outbound Travel Monitor

27 Reaching the fastest growing affluence in China in Tier 2,3,4, and 5 cities It is not possible via traditional methods of trade, media, and events alone.

28 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM Source: Global Web Index, 2012

29 Website True Localization Overview Content is re-written; no straight translation (adding of important content areas not part of the English website, i.e. Chinese Restaurants, etc.) Website is designed for Chinese consumers Chinese website has more relevant branding Chinese site is hosted in China Content is optimized for Chinese Search Engines Incorporates travel suppliers

30 China s digital media landscape is dominated by local players. Government censorship Local players appeal to domestic users

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32 38 Leveraging the power of Chinese Social Networks is key to reach the Chinese customer

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34 Source: Digital Influence Index 2010 Fleichman Hillard & Harris Interactive Sina Weibo: Most active social media platform in China (2 nd globally after Facebook). 27 million (9%) of the 400 million users checking in every day, and more than 100 million posts every 24 hours. (Sept. 2012)

35 Source: Global Web Index, 2012

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38 Weibo = Twitter + Facebook + YouTube + News

39 THE FASTEST GROWING SOCIAL MEDIA PLATFORM IN CHINA.. WEIXIN (OR WECHAT) BY TENCENT WESTERN EQUIVALENT: WHATSAPP

40 WeChat is where brands are moving to for managing customer relationships on the mobile platform.

41 Sharing photos via social media

42 Sharing trip experiences online is getting more and more popular DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM

43 PaPa The very first mobile community app based on audio pictures

44 某户外运动品牌总经理某旅游杂志摄影师专业旅行者主持人, 旅游爱好者

45 Who's on Papa? Our users includes industry leaders, famous hosts, wellknows artists, popular singers, and network stars, who are building a wonderful and intere sting community network that you never seen before with fame and talent.

46 INSPIRE VIA VISUAL CONTENT

47 Imagine a Chinese consumer visits your hotel or destination, takes a photo, and posts it on his or her Chinese social media profile to share the experience. Unfortunately you would never know! Lost Opportunity! TripShow.com aggregates the visual content posted by travelers on Weibo.com to inspire future Chinese travelers. Tripshow.com helps brands aggregate inspiring images captured by Chinese travelers on social media (Sina Weio) to visually market a brand, and identify their most valuable fans. It is a visual marketing platform and social media application for travel organizations looking to market to Chinese consumers. It helps them to automatically aggregate beautiful and relevant pictures from various social media platforms, organize by theme or itinerary, and display with rich media to inspire travelers. It is also a perfect platform for organizations to identify their most active followers, manage social CRM and run digital campaigns.

48 Chinese Travel Social Multi-media Platform. Visual content aggregation of trips via web and mobile.

49 Sina Weibo Users Share, contribute content Tripshow.com Showcases the Content Travel Businesses Collect Content & Use for Marketing Activities Communicating & Engaging, building relationships

50 Content Management (Albums & Itineraries) Destination Web Site User Engagement Destination Profile Weibo Users Aggregated Pictures (from users & professionals) User Pictures

51 Acts as Travel Social Network for consumers Organizes photos posted on social media in albums Personal Homepage to connect with friends, and share photos Store trip plans and itineraries Show off badges collected from brands (similar to Foursquare badge)

52 Tripshow.com helps with trip planning I can plan my trip by checking photos and itineraries of other travelers Mei s 18 days in Canada Details explanation about the places Mei went in Canada

53 Powerful Testimonial to influence consumer decision making User s positive feedback is a big asset for the company, providing another perspective of information to the company. As for the cycling lovers, steep mountains and little tracks is the adventure playground. In Banff, you won't experience a lack of this activity. There s not only exciting tracks but also the breathtaking Tripshow Going through mountains and mountains That s the fun part of cycling Can I keep cycling?

54 Reward Your Loyal Followers Collecting badges from favorite brands and showing them off is an important part of the Chinese online consumer experience. Design customized brand badges And gives them out to reward your most loyal followers

55 Campaigns: Interact With Users Get more users to follow you through campaigns

56 Insight: Data shows the preference of the user Past Posts Visited Places Places Wish List Number of photos uploaded Number of photos the user has uploaded to your company User s Itineraries

57 Case Studies Online Campaigns

58 DRAGONTRAIL.COM DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM - CHINATRAVELTRENDS.COM

59 DRAGONTRAIL.COM DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM - CHINATRAVELTRENDS.COM

60 DRAGONTRAIL.COM DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM - CHINATRAVELTRENDS.COM

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64 DIGITAL INNOVATION ASIA JUNE IN BANGKOK CHINA BOOT CAMP BLOGGER MATCH-UP INNOVATION FORUM DIA AWARDS

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66 Contact me: JENS THRAENHART CO-FOUNDER LinkedIn: Thraenhart Facebook: JensThraenhart Relationships with: