effective digital marketing in china - eyefortravel · 2017-12-19 · effective digital marketing...

Effective Digital Marketing in China

Roy Graff – Managing Director EMEA, Dragon Trail Interactive ꞁ EyeforTravelAmsterdam

2 | WWW.DRAGONTRAIL.COM © 2017

Mr. Roy Graff, Managing Director EMEA - Bio

Roy has over 20 years of experience working in and with China

in the tourism, hospitality, luxury retail and digital marketing

sectors, where he held a series of executive roles.

He is the author of the book “China, the Future of Travel”

published in 2015 and frequently serves as a media

commentator and public speaker at leading travel and tourism

conferences.

Prior to joining Dragon Trail, Roy has provided strategic advice

to organizations including Skyscanner, VisitBritain, PromPeru,

Eurostar, Tourism Ireland, Peninsula Hotels and Resorts among

many others. In the early 2000s he headed Gullivers Travel

Associate’s development of the independent travel business in

China in the early days of Chinese outbound tourism.


About Dragon Trail

Dragon Trail Interactive is an award-winning traveltechnology and digital marketing agency helping travel andtourism organizations reach and connect with China’s affluentconsumers online.

We are experts in content marketing, web and mobiledevelopment, creative digital campaigns and travel technologysolutions for consumer and trade marketing.

Our clients all come from the travel, hospitality and retail sectors:

• National Tourism Offices (NTOs), Destination ManagementOrganisations (DMOs) and CVBs

• Global and regional hotel chains, boutique and luxury hotels

• Airlines, Cruise lines, rail and car rental companies

• Attractions, Museums and Retail outlets

• Tour Operators, OTAs

Shanghai


Some of Dragon Trail’s Clients


Agenda

• Market overview

• Chinese digital marketing platforms

• Effective digital marketing – case

studies

Market overview



Chinese outbound market size

#1 Outbound tourism source market UNWTO

136.2 ml trips taken in 2016 COTRI

+2.7% YOY increase COTRI

1 out of 10 international tourists is Chinese


The role of mobile

• Chinese spend 6.5 hours per day on their mobile phones, as opposed the global

average of 5 hours.

• Mobile payments reached $9 trillion USD in 2016, well ahead of the US market.

Internet use across different platforms

147

50

161

113

170

59

108

89

0

20

40

60

80

100

120

140

160

180

Smartphone Tablet Laptop TV

Globally in China

(Millward Brown, 2015)

$15B $8.3B$9

TRILLION $112B $283 B

$47TRILLION

China USA

Mobile Payments

2011 2016 Est. 2020/2021

(iResearch data, published by the WSJ, 2017)


Chinese millennials drive digital adoption

56%

11%

26%

6%

Post-90s

Post-80s

Post-70s

Chinese millennials account for nearly 60% of all outbound travelers and digital is a key channel to

connect with them.

• 60% of WeChat’s users in China are aged between 16 and 35

• 66.8% of Weibo users in China are aged between 18 and 30

• 76.6% of millennials in China create original content for their own online channel at least once a

week, compared with 41.8% in the US.

Chinese travelers age distribution

55.30% 25.30%

19.40%

China

28.30%

60.60%

11.10%

USA

Agree/completely agreeDisagree/compeltely disagree

Internet Users Ages 20-35 who agree that they share everything they do online


Chinese OTAs

OTAsMetasearch

Review Sites Personalized Travel Platforms

Marketplace


Digital channels for sharing trip experiences

97% of Chinese millennial travelers say that they share their travel experiences online, and they are liable to post to WeChat Moments about their travels at least once a day while they are abroad.

(2016 China's Online Outbound Travel Report – iResearch)

62.90%

45.60%

39.30%

36.50%

32.90%

10.70%

QQ/WeChat

Weibo

Travel Sites

Travel Review/Guide Sites

Community/Forum

Rarely Share

Preferred Platforms to Share Travel Experiences


Chinese digital marketing platforms


Baidu – The internet giant

China’s undisputed search engineleader also has a stake in the OTAmarket – it owns 25% of Ctrip, whichin turn owns 45% of Qunar and 36%of eLong. Together with Ctrip, Baidualso owns shares in Tujia.

When users search “Peru” on Baidu,the top 5 results are the Baidu Baike(the Chinese version of Wikipedia)article on Peru, an introduction toPeru on Baidu Travel, photos of Peru,the Baidu Tieba (forum) page onPeru, and a Peru travel guide onBaidu Travel.


Website localization

www.perutravel.cn

• Mobile first• Social for China• .cn domain• Local server, CDN• Local analytics• Create, not translate• Image/Video rich


WeChat

Marketing Layer

Communication Layer

WeChat is China’s most popular social media app with 963 mill active users, combining elements of Facebook, messaging, e-commerce, payments and more. It’s China’s most used mobile app, with 50% of users spending over 90 minutes on the platform.

Service Layer

Consumers can buy almost anything directly from branded WeChat accounts using WeChat Payment, just like using Apple Pay on a website

Social Layer

WeChat users post photos on their “Moments Wall” just like the Facebook Wall. This can inspire their friends to try the same things, like travel to Sri Lanka

Organisations can use accounts to market their goods and services, just like brand accounts on Facebook, Twitter and other western social media

WeChat is the n.1 way for family, friends and colleagues in China to communicate, just like Whatsapp or Facebook Messenger


Digital B2B solutions: WeChat for communication

WeChat has 963 million active users, and 90% of those say it’s a major communication tool for work.

Add new contacts easily, and chat for free

Create group chats for up to 100 people

Share news and information on Moments


Digital B2B solutions

• Train Chinese travel agents with China Travel Academy, a B2B WeChat-based online

training course.

• Create a WeChat-based product catalogue for suppliers, to be used easily by travel

agents.

PromPeru’s China Travel AcademyTourism Authority of Thailand

product catalogue


Sina Weibo – making a comeback

After months of decline, mass communication tool Weibo made a come back in 2017and recorded strong growth in advertising and usage driven by video and live streaming.Luxury content is trending again on the platform, and the platform is most popular amongthe Post95 generation.

500+ ml registered users

361 ml monthly active users (+33% yoy) Sep 2017

159 ml daily active users (+30% yoy) Aug 2017

90% traffic is from mobile

Short videos 1,840,000,000 average videos posted per day in Q3 (740% y-o-y increase)

Live streaming23,000,000 sessions in Q3 (+124% Q2 over Q3 increase)

2 billion videos watched daily (Feb 2017)

Weibo post about a patisserie in Paris by KOL Linlin, a professional photographer


New digital platforms: video, live streaming & news apps

iQiyi

Miao Pai

Youku

Leshi Internet Information & Technology

Tencent TV

90% of internet users consume content through videos.

Mei Pai

Video Marketing Platforms

Feekr

Klook

24 HOURS

Travel Media Accounts & Apps

Zhihu

ZakerJike

QdailyJinri Toutiao

News Reading Apps

iWeekly

Other apps

Nice

As of June 2016 324.8 million internet users accessed live streaming, 45% of netizens.

Live Streaming Apps

DouyuYingke

Yizhibo YY.com

According to the CNNIC, reading or watching the news is one of the most popular mobile activities in China.


Effective digital marketing: case studies


Video for travel marketing in China

Destination Canada has been running weekly TV shows to showcase Canada’s culture, festivals, activities and travel tips etc. Each year the videos have a different theme and host. This year the series features Ryan Pyle and Wanderer exploring Canada’s great outdoors. They are uploaded on Tencent Video, iQiyi and Youku.

Long form video Live streaming

Hilton encouraged a number of hotels in China to personally select and engage local KOLs to live stream from the venues.

Short form video

The “Canada Station” program showcases Canada’s seasonal content covering various topics such as the country’s 150th anniversary, Canada’s national parks and street with Chinese citizens’ opinions about Canada. The series has received over 50 million pages views. The videos were promoted on Weibo, WeChat, Miaopai, Meipai, iQiyi, TencentVideo and Youku.


Visit Britain KOL Campaign

Visit Britain has produced a series short videos to showcase the different sides of Britain.

The host Zhu Xiaotu, a former director at magazine Bazaar with over 450,000 followers

on Weibo, introduces novel activities like the Chap Olympiad and the Leak Street

Graffiti Tunnel in London. Each video receives an average of 100,000 page views on

Weibo. All videos are hosted on Miaopai.

Zhu Xiaotu’s post on Weibo

Travel Across Europe - Campaign

“The Travel Across Europe” campaign was aimed at presenting the wealth and diversity of European countries’ culture, cuisine, natural landscapes and historical remains through the aid of a fun personality test. At the start of the campaign, participant were asked to scan their fingerprints, in an effort to remind Chinese citizens of the newly introduced policy requiring electronic fingerprints for all Schengen visa’s applicants.

Travel Across Europe - Campaign

After selecting one the themes ranging from art & culture, food and beverages, luxury shopping, and nature and the outdoors, participants were asked to take a short personality test. Based on the answers, participants were matched with the profile of a European character coupled with a brief description. The campaign gained 130,000 page views, resulted in nearly 5,000 participants, and gained 11,000 new Weibo fans and 2,100 WeChat fans.

Car selection RaceCampaign QR code

App Promotion: Car-racing Game

In order to encourage Chinese travellers to download the app, GNTB tasked Dragon Trail with creating an HTML5 based game. After choosing a car, participants could enter a car race with prizes awarded to the top contestants. 5431 people downloaded the game and 3489 played the game, resulting in a conversion rate of 65%.

Questions Campaign QR code Prizes

App Promotion: Self-driving Education Game

The second campaign to promote the German road trip & shopping app was anHMTL5 based game to learn about German road signs. The top 100 participants willreceive a prize or a red packet from GNTB. Participants who download the Germanroad trip & shopping app will get one more chance at the game.

China Outbound Travel Pulse

Real insights from Chinese travelersThe Chinese outbound tourism market changes fastand in unpredictable ways.

The China Outbound Travel Pulse video series aims tohelp viewers expand and update their knowledge,with fresh and engaging first-hand information andcandid insights into current trends.

We measure the pulse of the Chinese outboundtravel market through interviews with real Chinesetravelers, research into trending online topics, andexpert analysis to understand what it all means forthe travel and tourism industries.

http://www.dragontrail.com/pulse China Outbound Travel Pulse

Roy Graff – Managing Director EMEA

E: [email protected] ꞁ W. www.dragontrail.com

D: +44 (0)20 3289 8915 | M +44 (0)75 3277 6288

154-158 Shoreditch High Street

London E1 6HU, United Kingdom

www.twitter.com/dragontrail

www.linkedin.com/company/dragon-trail

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effective digital marketing in china - eyefortravel · 2017-12-19 · effective digital marketing...

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