l atelier chinese tourist digital tourism
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Chinese Tourism – Digital communicationL’Atelier BNP Paribas – February 2013
28-30
53
26-27
PART I:
PART III:
3-9
PART V:
42
DATA ABOUT CHINESE TOURISM
EUROPE
NORTH AMERICA
PART II: FRANCE
21
New Zealand52
54-5657-58
Italy 24-25
10
Paris – Île de France
22-23
PART VI: MEA
PART VII:
66
ABOUT L’ATELIER BNP PARIBAS
PART IV:
Social Media 12-17SEO&SEM 18-20
11
Spain Belgium UK Germany 31-32Switzerland 33-38Greece 39SEO & SEM 40-41
USA 43-44Quebec 45-47
APAC 4849-51
TaiwanMaldivesJapanHong KongAustralia 59-61
62IndonesiaThailand 63South Korea 64-65
Morocco 67TunisiaUAEIsraelSouth Africa
68
70-7169
7273
Part I:DATA ABOUT CHINESE TOURISM
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Data about Chinese Tourists
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Data about Chinese Tourists
16 million Chinese people took outbound trips in 2004
In 2005, 31 million holidaymakers came here from China. In 2009, there were 47 million
Outbound trips made by Chinese tourists will hit 82 million in 2012, up 16.7 percent year on year.
In 2013, with 90 million border-crossings estimated, China will become the No. 1 global outbound tourism source market, overtaking Germany and the USA both in terms of numbers of travels and spending.
With Chinese travel growing at an average of 20 %/year for the past decade, the yearly number of Chinese venturing overseas is expected to exceed 100 million by 2020, according to United Nations.
China's tourism revenues will reach 2.6 trillion yuan (413 billion U.S. dollars) in 2012, (+ 16.6% yoy).
Source : E-consultancy.com
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World / Sources of influence
Source : E-consultancy.com
“While the finer details of a trip (where to stay, what to do, etc) are heavily influenced by social media, initial holiday planning and destination choice is most often influenced by offline sources”
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Top destinations in Asia - 2013
APAC
EuropeAmericas
APAC countries and the USA are the favorite destinations for the Chinese tourists
Italy, France and Switzerland and the only attractive countries from this top10
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Category Winner Country
World's Best Luxury Destination New Zealand New Zealand
World's Best Welcoming City Gstaad Switzerland
World's Best Airline United USA
World's Best Hotel Le Meurice France
World's Best Spa Resort Shanti Maurice Mauritius
World's Best Luggage Brand Moynat France
World's Best Wedding Agency Marry Caribbean USA
World's Best Airport Auckland Airport New Zealand
World's Best Golf Trips Agency Bond Street Golf UK
World's Best Private Jet Charter Agency Private Jet Journeys USA
World's Best Luxury Lifestyle Experience Crowds On Demand USA
World's Best Villas Rental Agency Villas Of Croatia Croatia
Chinese luxury perception / 2013 Luxury Travel AwardsSource : China Elite Focus Limited
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Keyword of “Tourism 旅游”
On the 1st page of searching results:
Uzai – travel bookingLvmama – travel package booking17U – travel package bookingCtrip – tickets, hotel booking51766sh – Shanghai international travel agencyQunar – travel search engineHao123 – websites navigation siteAoyou – China youth travel agencyBaidu Travel channelBaidu BBSCncn – travel booking siteBaidu Baike (wiki)Sina Travel
Part II:FRANCE
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France / Paris – Île de France
The average Chinese tourist in France spends roughly $1,900 on shopping, by far more than any other tourists, according to Le Figaro — which also noted that the number of Chinese tourists to France are expected to rise from 900,000 last year to 4-5 million by 2015.
Paris - Île-de-France welcomes 45 million tourists every year, 60% of who come from abroad. Tourism generates over 300,000 direct jobs. The regional council spends over 20 million Euros a year on tourism.
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France / Rendez vous en France / Weibo & WeChat
Actively engaging customers on Weibo and WeChat; very frequent posts about promos and travel info
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France / French wine and culture heritage / Sina Weibo
Good social campaign but still need to improve its engagement and interaction
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France / Champagne Ardenne / Sina Weibo
Less active account with fewer followers
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France / Languedoc Roussilon / Sina Weibo
Good travel related content and frequent posts
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France / Grasse / Sina Weibo
Not very regular post and lack of social campaign on Weibo
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France /Annecy / Sina Weibo
Good usage of video on Weibo but the content of the post is not very exciting
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France / SEO&SEM / Baidu / Keyword “France (法国)”
On the 1st page of searching results :
Baidu Baike (wiki)PhotoBaidu Travel for FranceBaidu BBSYesFr.com – biggest online French portalWikipediaSina French travel channelBaidu Zhidao (Q&A)
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France / SEO&SEM / Baidu / Keyword of “Paris 巴黎”
On the 1st page of searching results
•Baidu Baike (wiki)•Photo•Baidu Travel for Paris•Baidu BBS•Aoyou.com – China youth travel agency•Weather of Paris•eLong – Paris travel page •Wikipedia•Xinhuanet – Paris travel page
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France / SEO&SEM / Baidu / Keyword “Île de France 法兰西岛”
On the 1st page of searching results
Baidu Baike (wiki) WikipediaBaidu Zhidao (Q&A)liuxue.edu.china.com.cn - studying in FranceQuanjing.com (photo-sharing site)iCIBA translation siteTianxun.cn (air ticket search engine)Hujing.com (French-studying site)
Part III:EUROPE
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Europe / Italy / Web
The design of the website is kind of old-fashioned and lack of social connexion
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Europe / Italy / Sina Weibo
Good content with regular posts and social interaction
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Europe / Spain / Web
Good information site with social connexions
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Europe / Spain / Sina Weibo
A campaign of photo contest of “Spanish in the eyes of Chinese Tourists”
Interesting content with good usage of images and videos
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Europe / Belgium / Flanders / Web
Good website with creative animation and social connexions
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Europe / Belgium / Flanders / Sina Weibo
Regular posts about seasonal activities and useful travel info
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2004 : 0.6% Chinese tourists came to the UK.
2012 : 18 % of Chinese visitors to Europe bothered with a British visa. However, 100 % of those considering a trip said a “single visa application” would make them more likely to visit Britain.
France receives 25-30% more visitors than Britain
Europe / United Kingdom / Web
The Chinese site is not well-localized and have some fallacious wordings
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Europe / United Kingdom / Sina Weibo
James Bond mission campaign to attract Chinese people traveling those scenes appeared in the movie
Interesting content about movie, food, travel and creative social campaign
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Europe / United Kingdom / Tencent Weibo
Similar content with Sina Weibo but less active
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Europe / Germany / Web
Well-designed website and Blog & Weibo oriented
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Europe / Germany/ Sina Weibo
Active posts about news, food, travel, movie and social events
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Europe / Switzerland / Web
Good adoption of social media: RenRen& Weibo & Youku connexions
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Europe / Switzerland / Sina Weibo
Interesting content with useful travel and flight info but less user interaction
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Europe / Switzerland / Lucerne / Sina Weibo & Blog
Good usage of video and image with frequent posts
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Europe / Switzerland / Leman / Sina Weibo
Interesting video but less frequent posts and the content is less exciting
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Europe / Switzerland / Basel / Sina Weibo
Inactive account with few posts and followers
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Europe / Switzerland / St. Moritz / Sina Weibo
Useful content and frequent posts but lack of social campaign
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Europe / Greece / Sina Weibo
Good usage of video but the content is less interesting
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Europe / SEO & SEM / Keyword of “Europe 欧洲”
On the 1st page of searching results:
Paid ads by 17U – travel packaging siteBaidu Baike (wiki)PhotosBaidu Travel WikipediaMeet99 electronic map siteBaidu BBSSina TravelTuniu – travel packaging siteYetu online theater
London University’s School of Oriental and African Studies : number of Chinese visitors to Europe would increase to 4.5 million by 2015 and to around 8.6 million by 2020.
Already in 2010, Chinese outbound travelers spent €35 billion.
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Europe / SEO & SEM / Keyword of “Europe Travel 欧洲旅游”
On the 1st page of searching results:
•17U – travel package booking•Uzai - travel package booking•Shanghai international travel agency•Taige travel agency•Etripsh – travel booking site•Ctrip•HRS.cn – hotel booking•Russian airlines CN site•Photos•Sina Travel•Tuniu - travel package booking site•Beijing international travel agency•Photos
Part IV:NORTH AMERICA
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North America / USA / Web
The website is not localized for Chinese travelers
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North America / USA / New York / Sina Weibo
Regular posts but less exciting content
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North America / Quebec / Web
Good content but lack of social connexion
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North-America / Quebec / Montreal / Sina Weibo
Good usage of video and interesting content
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North-America / Quebec / Sina Weibo
The content is less interesting and not regular post
Part V:APAC
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New Zealand eyes Chinese tourists
Updated: 2013-01-29 15:25 ( Xinhua)
The New Zealand government's tourism agency on Tuesday unveiled targets for boosting the number of Chinese visitors and their average length of stay.by 2016 the agency was aiming to raise the proportion of "premium" Approved Destination Status (ADS) Chinese visitors from 12 percent to 30 percent of the total ADS visitors.
The agency was also aiming to increase the ratio of free independent travelers from 12 percent to 25 percent of the total Chinese visitors to New Zealand and raise the average number of days stayed in the country from six to eight.
In November last year, the Chinese mainland overtook the traditional US and British markets to become New Zealand's second-largest source of annual arrivals, with around 195,000 Chinese visiting New Zealand in the 12-month period, an increase of 38 percent year-on-year, he said.
Arrivals from China had increased steadily since 1999, when New Zealand gained ADS, which cleared the way for Chinese tour groups to visit.
Tourism New Zealand was working with 12 selected inbound tour operators and 18 China-based travel sellers to develop and market innovative packages offering longer-stay, higher-quality itineraries
APAC / New Zealand
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APAC / New Zealand / Web
Interesting site with good content and social connexion
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APAC / New Zealand / Sina Weibo
Active social campaign with good interaction and engagement
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APAC / Taiwan / Web
Very interesting and innovative site with useful and interesting content
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APAC / Maldives / Web
Western social media
The design and content of the site is less creative and exciting
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APAC / Japan / Web
Very attractive site with good content and innovative features
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APAC / Japan / Sina Weibo
The official account is not very active but the campaign account is more active and interesting
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APAC / Japan / Tudou
The video channel is interesting and created a lot of buzz on social media
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APAC / HK / Web
Good content about travel info with Sina/Tencent Weibo, WeChat connexions
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APAC / HK / Tencent & Sina Weibo
WeChat connexion
Active social campaign with good interaction and engagement
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APAC / Australia
635,700 Chinese tourists have visited Austrialiain the past year.
Chinese are Australia's second largest source of foreign visitors, behind New Zealand.
Chinese tourists contribute $3.8 billion to Australia's economy last year.
Tourism Research Australia : The education industry accounted for 56 % of Chinese visits, and 50% of its expenditure.
Spending time to visit family members studying in Australia, and tagging a holiday to the trip, helps explain why Chinese tourists spending 42 per cent more - about $7000 each - on each trip than other international visitors.
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APAC / Australia / Web
Interesting website with good content and social connexion
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APAC / Australia / Sina Weibo
Good content and social campaign with good usage of video and image
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APAC / Indonesia / Web
Lack of social connexion on the site and the content is less exciting
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APAC / Thailand / Web
Good content but the layout of the site is less creative and innovative
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APAC / South Korea/ Web
Good content and layout with Sina Weibo connexion
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APAC / South Korea/ Sina Weibo
Regular posts and interesting content
Part VI:MEA
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MEA / Morocco / Web
Lack of Chinese site (10,000 Chinese tourists visit Morocco each year)
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MEA / Tunisia / Web
The content is less exciting and lack of social connexion
2013,L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net 69
MEA / UAE/ Web
Lack of Chinese site but active on Sina Weibo
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MEA / Israel / Web
The design and content of the site is less attractive but it’s social-oriented
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MEA / Israel / Sina Weibo
Regular posts with good content and social campaign
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Growth in South Africa's tourism sector from its Chinese market boomed in 2012, increasing by 63.5% between January and September, making China the country's fourth-biggest overseas tourist market.
Over 96 000 Chinese tourists visited South Africa between January and September, up from the 59 187 who visited over the same period in 2011.
MEA / South Africa / Web
Good content and layout and it’s social-oriented
Part VII:ABOUT L’ATELIER BNP PARIBAS
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OUR UNIQUENESS
At the forefront of digital innovations since 1978.
San Francisco
Shanghai
Paris
Asia Regional Office:Cloud Nine Plaza, 9/F 1118, West Yan'an Road200052 Shanghai - China(8621) 62818533
US Regional Office:2415, 3rd street - suite 231
San Francisco, CA 94107 - USA1(415) 8745525
Headquarter16, rue de Hanovre75002 Paris – France
For more than 30 years, L’Atelier has been working asan “innovation enabler” for international groups andmid-cap companies.
With a mission of detecting the latest digital trends andinnovative technologies, L’Atelier assists companies inbuilding efficient digital strategies and cultivate theirdigital culture.
www.atelier.net
We are part of BNP Paribas : we are technology andagency-neutral
BNP Paribas is one of the 6 strongest banks in the worldaccording to Standard & Poor's. With a presence in 85countries and more than 220,000 employees, 165,200of which in Europe, BNP Paribas is a global-scaleEuropean leader in financial services.
BNP Paribas uses L’Atelier to connect its business to theinnovation ecosystem.
Innovation unit created by BNP Paribas in 3 countries
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OUR UNIQUENESS
1
2
3
Connect to our digital expertsTeams available in US, Europe & Asia
Workshop for your teams based in EMEA/APAC /North America Events for the digital community
Join the innovation communityLearn, participate & share with peers
Daily coverage of digital trends and digital usages Learning sessions for managers
Connect your organizationInfuse the digital culture at all levels
Business model research & analysis Agency Relationship Management One to one masterclass sessions for CxOs
A unique ecosystem of services designed for mid-cap and large companies
We provide cross-disciplines services Trends
monitoringBusiness
consulting
Media: content
production
MasterclassLearning Sessions
AgencyRelationshipManagement
Workshops&
Events
IT Sales
Marketing HR
CommunicationCRM
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OUR UNIQUENESS
A unique ecosystem of consulting and innovation specialists
We are a network
L’Atelier Asia
L’Atelier USA Startups
L’Atelier HQDigital agencies
BNP Paribas
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OUR UNIQUENESSWe are part of a network
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OUR UNIQUENESS
INDUSTRY NETWORKWith major e-commerce platforms and innovative startups! Amazon, eBay, Taobao, Rakuten, etc.
INDUSTRY SPECIALIZATIONDialogue with key e-commerce players and global research inputs since over 15 years
LOCAL INDUSTRY EVENTSL’ATELIER attend & organize e-commerce events in Europe, Asia and Americas
DESK RESEARCHAll public domain material accessed and interpreted
CONSULTING EXPERTISEExperienced in assisting multinational companies in their e-commerce strategy
ACCESS TO BNP PARIBAS PREMIUM RESEARCH Unique source of information managed by an international team of over 30 persons
Highly customized for our clientsGiving latest innovation trends
GLOBAL INSIGHT combined with LOCAL KNOWLEDGE allows us to provide both insightful and operational results
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New BRIC offices in 2013
Brazil Office
Av. Pres. Juscelino Kubitschek, 510 São Paulo - SP - CEP: 04543-906
L’ATELIER will open its Brazil and India office during 2013
89 millionInternet users
> 20 million online shoppers
250 million active SIMs.
India Office
Geojit BNP Paribas,34/659-P, Civil Line Road, Padivattom, Kochi -682024
930 million mobile phone users
150 millionInternet users
> 50 million online shoppers
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1 EVENTS
Recent topics (examples)• Quantified Self • Shopping Search Engines• Branding & Geolocation • In-Store Innovation• Social Media & Luxury in China• Personal Branding
Paris, San Francisco, Shanghai & Hong Kong
Recent event partners (examples)• LinkedIn• Google• Taobao• Microsoft• IBM• Adobe• Tencent
Sponsored & customized events
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MEDIA2Digital news available on the Web, Radio & Press
Radio Programwww.atelier.net
Press
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CONSULTINGSocial Media, e-Commerce, Digital Innovations, e-Marketing, Mobile Services…
3
Visit of Liba.com
DIGITAL STRATEGY
MARKET RESEARCH
DIGITAL TRAININGS
LEARNING EXPEDITIONS
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Client Context Services providedLaunch e-Commerce in China• Overview of the market, trends & competitors• Assessment of business opportunities • Define market entry strategies• Business modelling & planning
Market study delivered to the country board of Conversewith recommendations and action plan validated by theglobal CEO (USA).
Digital marketing training seminars for APAC • Design and organization of training sessions • Attendees: Marketing & Brand
directors/managers
2 Training Seminars (3 days each) organized for L’OréalAPAC (14 countries) about digital marketing in order tohelp the client to stimulate a customer-centric approachin marketing plan and to upgrade digital skills to walk newbusiness opportunities and plan impactful cross-mediacampaigns.
Accelerate the digital transformation of Danone• Acceleration Workshops with Danone Waters
& Danone Baby Care • Singapore, Thailand, Indonesia, China
Global program where we designed & organized Learning Expeditions & Workshops in 3 regions (Europe, North America and Asia) to accelerate the digital transformation of Danone
Launch several e-Commerce brands in China• Business meetings with local e-commerce
players• e-Commerce Insider monthly report• Advisory e-Business global department
Organisation of 2 Learning Expeditions combined with Market Research (monthly reports), workshops (Paris and Shanghai) and Strategic advisory to support PPR’s online business development in China.
OUR WORK & REFERENCESClients Case Studies
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Cosmetics & LuxuryL’OREALCHANELMUSTELADIORHERMESRICHEMONTCh. LOUBOUTINGALERIES LAFAYETTE
Sport & LifestylePUMAREDCATS CONVERSEDECATHLON
Media & ITCANAL +PAGES JAUNESCAP DIGITAL
RetailLEROY MERLINKIABICACHE CACHEATOL LES OPTICIENSLAGARDERE RETAIL
Consumer GoodsDANONEPHILIPS
Transportation & EnergyVEOLIATOTALRENAULTAIR FRANCEKEOLISSNCF
ServicesBNP PARIBASCETELEMCORTALCONSORSVENTECHBANQUE ACCORDAXAMAIFLA POSTEGEOPOST
Online playersPOPULISTWENGA360BUY.COMP1.CNTENCENT
SELECTED CLIENTSFrance, North America & Asia Pacific
L’Atelier Management Consulting (Shanghai) Ltd.Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | ChinaT 86 21 62 81 85 33 | www.atelier.net | [email protected]