Topic | Working Digitally In China

Tutorial 50

Online in China - Introduction

This tutorial provides an overview of online behaviour in China. It will help you understand why you should be considering an online strategy to take advantage of the huge potential of the rapidly growing Chinese market. It offers general information on effectively engaging with Chinese consumers online and provides brief profiles on key Chinese travel websites.

Reading time: 40 minutes

Prerequisite: None

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Contents

1. Introduction to the Chinese market .................................................................................... 1

a) Market performance and projections ............................................................................................... 1 b) Online environment in China ............................................................................................................ 2 c) Chinese Search Engines .................................................................................................................... 3 d) China’s Tiered City System ................................................................................................................ 3 e) Chinese Consumers .......................................................................................................................... 4

2. Digital use and trends in China ............................................................................................ 5

a) Internet growth ................................................................................................................................ 5 b) Social Media ..................................................................................................................................... 7 c) Use of Mobile Devices ...................................................................................................................... 7

3. Key travel sites in China ....................................................................................................... 8

4. Product or service suitability ............................................................................................. 11

5. Australian initiatives .......................................................................................................... 12

6. Getting Started .................................................................................................................. 13

7. Key learning outcomes ...................................................................................................... 14

8. Related material ................................................................................................................ 14

a) Related tutorials ............................................................................................................................. 14 b) Related websites ............................................................................................................................ 14

1. Introduction to the Chinese market

There is a great deal of focus on China due to the enormous potential it holds for Australia’s tourism industry. The spotlight is firmly on how to engage with Chinese Internet users in order to build awareness and, ultimately, bookings. Many tourism operators are wondering how to target this growing market. This tutorial provides background on the Chinese market to help you determine if it might be a suitable one for your business.

a) Market performance and projections

Australia has Approved Destination Status (ADS) with China which makes it easier for Chinese travellers to visit this country. In 2012, Australia was the eleventh most popular outbound destination for Chinese travellers (outside of Northern Asia destinations) and China was Australia’s second largest international source market for visitor arrivals and, in terms of overall expenditure and visitor nights, the largest market. Strong growth in the Chinese economy, outbound travel demand, and aviation capacity saw Chinese visitor arrivals to Australia grow 17.4% in the 12 months to 30 June 2013, to reach more than 685,000 arrivals for the first time1.

1 Tourism Australia, 2013 http://www.tourism.australia.com/documents/Statistics/ABS_arrivals_Jun_2013.pdf

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Strong further growth forecasts estimated the potential worth of the China market would reach $7.4 - $9.0 billion by 2020, however the current results indicate this will be surpassed. The latest forecast by the Tourism Forecasting Committee (TFC), released in October 2012, suggests that arrivals from China will grow 9% in 2013/14, with an 8% annual compound growth rate expected between 2011/12 and 2016/172.

Factors driving this increase include the fast pace of economic development in China, the increased spending power of their new middle class, the proximity of Australia to China, Tourism Australia promotions and the spin-off short holiday add-ons by Chinese families visiting offspring studying in Australia3.

b) Online environment in China

With a population of 1.34 billion and 591 million internet users4, China has an online penetration rate of 44%. The Internet is an extremely influential medium in China - but many popular Australian marketing sites are blocked. Sites such as Facebook, YouTube and Twitter are not available to Chinese Internet users due to the Golden Shield Project, more commonly known as the “Great Firewall of China” (Government Internet censorship).

Chinese people use different travel and social media websites to those popular in Australia. Local Chinese Internet companies and Chinese equivalents rule their digital space. The number of Chinese websites and platforms, already staggering, is still growing. The top 6 Chinese travel websites, by revenue share, include Ctrip.com, eLong.com, 17u.com, 118114.cn. Tempusworld.com and Mangocity.com5.

Organisations wishing to reach Chinese consumers need to leverage Internet and Chinese social media landscape opportunities. Given the size, diversity, and complexity of China, a digital presence is far more important (and potentially also more effective) than a physical presence. It is essential to research which online opportunities are best for your product and your target audience.

Chinese versions of destination websites provide a solid base of content and information. Online video-sharing sites (equivalent to YouTube) such as Tudou.com and Yokou.com present videos of tourist destinations. Social media sites (equivalent to Facebook and Twitter) such as Sina Weibo and Renren offer widespread exposure and the opportunity to engage with your Chinese stakeholders. Blogs and micro blogs recount good and bad travel experiences, and traveller review websites like Daodao.com (equivalent to TripAdvisor) are very popular and highly influential. The Chinese use these platforms to conduct research and choose their destinations and accommodation before beginning their booking process either online or from a travel agency.

2 China Market Profile, April 2013 http://www.tourism.australia.com/documents/Markets/MP-2013_CHINA-Web.pdf 3 China Market Profile, April 2013 http://www.tourism.australia.com/documents/Markets/MP-2013_CHINA-Web.pdf 4 CNNIC 32nd Statistical Report on Internet Development http://english.cnic.cas.cn/ns/es/201307/t20130719_106702.html 5 China Internet Watch, June 2013 http://img.chinainternetwatch.com/wp-content/uploads/online-travelling-revenue-share.png

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In order to better understand the Internet in China, trends and developments can be monitored easily (by those with Chinese language skills) by searching through Baidu, China’s most popular search engine.

For those who don’t speak Chinese, chinaSMACK (www.chinasmack.com) provides a glimpse into modern China and Chinese society by translating, into English, popular and trending Chinese internet content and netizen discussions from China’s largest and most influential websites, discussion forums, and social networks.

c) Chinese Search Engines

Baidu.com is the most popular search engine in China, followed by newcomer So.com (Qihoo 360). Google, with only 5% of the market share, is now in fourth place6. Baidu.com is heavily censored by the Chinese government to stop politically sensitive material being viewed in mainland China. For much of the travel-related content, this is not really an issue but sites that include travel options such as spas and massage services are likely to be censored in China. In order to be found at all in China, it is highly recommended that Western companies implement a Chinese website complete with Chinese search engine optimisation (SEO).

As the amount of marketing information on the Internet increases at a rapid rate, both a strong SEO and a search engine marketing (SEM) strategy are vital for international companies to gain online visibility in China.

Further information on Chinese search engines, SEO and SEM can be found in Tutorial 52 – Online in China – Search Engines.

d) China’s Tiered City System

China has a multi-tiered city system that categorises cities into different levels, depending on factors such as economy and population. Tier 1 includes the largest, most developed, and most affluent cities (such as Beijing, Shanghai and Guangzhou) and there are about 15 of these. Tier 2 cities, approximately 30 in all, include provincial capitals or other large cities with rapid development. There are about 200 Tier 3 cities and 400 Tier 4 cities.

6 Search coder, August 2013 http://www.searchdecoder.com/largest-search-engine-in-china-baidu/

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Source: 2012 Dragon Edition – China Travel Trends Book, p173 (www.ChinaTravelTrendsBook.com)

e) Chinese Consumers

Outbound Chinese travellers use the Internet, especially social media, to research travel destinations. E-commerce continues to grow rapidly in many sectors, including travel. Currently Chinese tourists come from mainly major cities in Tiers 1 and 2. Many are affluent, experienced travellers and increasingly, they use a smart phone in China, and while travelling7.

Others are first time Chinese travellers to Australia who prefer group travel options with Chinese speaking guides to overcome their possible language difficulties, as well as to ensure their security and safety. These travellers are on tight schedules and prefer destinations on major travel routes. They also require itineraries that have good variety and are detailed for each day of their trip. Return visitors, and those tourists with a family member studying here, are seeking an assisted but more independent short holiday of around 10 days.

Australia provides prospective Chinese visitors with the top 5 holiday factors they value when choosing a holiday destination:

7 Building the Foundations -Knowing the customer in China http://www.tourism.australia.com/documents/Markets/China2020-Building_the_Foundations.pdf

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world class beauty and natural environments

a safe and secure destination

good food, wine, local cuisine and produce

friendly and open citizens, local hospitality

native or cultural heritage or activities8.

The Essential China Travel Insights booklet lists ten tips which are useful in understanding Chinese travel behaviour.

Source: 2012 Dragon Edition – China Travel Trends Book, p18 (www.ChinaTravelTrendsBook.com)

2. Digital use and trends in China

a) Internet growth

Chinese Internet user numbers increased by 26.56 million9 in the year ending June 2013, to be more than the population of Western Europe, and it is forecast that there will be more than 600 million Internet users by the year 2015.

8 Understanding the Chinese Consumer

http://www.tourism.australia.com/documents/Markets/Factsheet_CDP_China_Jul13.pdf 9 CNNIC 32nd Statistical Report on Internet Development http://english.cnic.cas.cn/ns/es/201307/t20130719_106702.html

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Source: BBC Article, July 2013, source information China Internet Network Information Centre

It is projected China will become the largest online retail market in the world and close to 10% of its retail sales will be done on the Internet. In 2012, there was a 25% growth in overall e-commerce in China, with 43% of its internet users shopping online. Increasingly, Australian suppliers are accommodating China’s Union Pay - one of the largest bank card systems in the world, with over 3 billion cards issued. This official Chinese card offers Chinese travellers the ability to purchase goods and services in their local currency anywhere in the world.

When planning and researching holidays, 45% of Chinese Internet users access dedicated Chinese travel sites and official government tourism sites. Often holiday bookings are handled by travel agents, tour operators and travel wholesalers10 but as the market becomes more sophisticated this is changing too.

Younger, affluent Chinese travellers are key drivers of outbound travel and, therefore, a key target group for travel to Australia. 80% of Chinese Internet users are under 40 years of age - the average age is 25 years. The vast majority (approximately 91%) access the internet at home where they have time to get engaged with, and take in, the content-rich material they prefer11.

Australian tourism businesses have a wonderful opportunity to tap into this large and rapidly growing market.

Detailed information on developing a website presence in China can be found in Tutorial 51 – Online in China – Developing a Chinese Website.

10

Travel Weekly, August 2013, http://www.travelweekly.com.au/news/tourism-australia-spreads-web-into-china

11 CNNIC 32nd Statistical Report on Internet Development http://english.cnic.cas.cn/ns/es/201307/t20130719_106702.html

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b) Social Media

In addition to search engines, Chinese Internet users rely heavily on social media platforms to research their travel information online. The range of local Chinese platforms is similar to the West including blogs, micro blogs, wikis, photo-share, video-share, message boards and user reviews. In a country where Internet content is tightly controlled through censorship, social media has developed as a trusted source of independent information. More than 90% of Chinese Internet users from Tier 1, 2 and 3 cities are registered on social media websites. About 80% of these have accounts on more than one platform.

It is not easy to be successful in the Chinese social media landscape. Simply translating your current content into a Chinese language (e.g. Mandarin) will not be enough. As well as language issues, there are cultural differences and a unique local market that must be understood before social media will be an effective tool.

More detailed information can be found in Tutorial 53 - Online in China - Social Media.

c) Use of Mobile Devices

Mobile Internet users are growing fast in China and already outnumber PC based Internet users. There are around 450 million mobile phone users in China and 66% of the mobile phone market use smartphones12.

According to statistics from iResearch, China's mobile Internet revenue made up 14.3% of the total Internet economy in 2012. The major growth came from mobile shopping13.

China is the fastest-growing smartphone market by far and this growth is being driven by an explosive demand for Android phones. Informa estimates that two in every three handsets sold in China in 2012 are powered by Android14. Chinese manufacturers like ZTE, Huawei, and Lenovo, and no-name brands willing to make extremely cheap smartphones, are more popular than Samsung and Apple15.

Mobile apps have strong prospects in China where the app market is dominated by third party

app stores including unofficial pirate stores, licensed independent app stores, those run by

operators, those run by handset makers and, of course, the official stores including Apple,

Android and Windows stores.16

Third party stores often provide reworked apps which for developers, means relinquishing control of content. The benefit though is that more people see it than limiting apps to just official stores.

12

China Internet Watch, July 2013 http://www.chinainternetwatch.com/2587/china-mobile-consumer-report-2013/#more-2587 13

iResearch 2012 China Internet Economy Report (Brief Edition) http://www.iresearchchina.com/samplereports/4724.html 14

China Internet Watch, August 2013 http://www.chinainternetwatch.com/1890/china-largest-android-market/ 15

China Internet Watch, August 2013 http://www.chinainternetwatch.com/2716/apple-samsung-losing-share-chinese-smartphone-makers/. 16 The Next Web Start Up Guide to China http://thenextweb.com/asia/2012/08/12/startup-guide-china/

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3. Key travel sites in China

China’s online travel landscape is dominated by online travel agents, but there are also other relevant travel related websites of note, which are not exclusively dedicated to travel sales. Potential Chinese customers may also be reached through more generic platforms that have some travel content. Examples of all are provided in this section. According to AdChina research Ctrip and Qunar are the top online booking websites17.

The following examples are essentially online travel agents but they also incorporate certain travel blog characteristics such as feedback, recommendations and ratings as well as features for users to share their travel experiences and content such as pictures and blogs. Popular platforms of this type are:

go.qq.com, http://go.qq.com/ is one of the most visited websites, in 2012 outperforming the established websites such as Qunar, Ctrip and Tuniu18. This travel website has investment from Tencent.

Ctrip, www.ctrip.com is the largest online travel agency in China offering a comprehensive travel website for hotel, flights and tour packages booking as well as other travel services in China.

eLong http://www.elong.com/ is a professional website for booking hotels and flights in China and is part of the Expedia group. It is strong especially in the hotel sector with

17 China Internet Watch, July, 2013 http://www.chinainternetwatch.com/2616/where-did-china-business-travelers-made-online-bookings/ 18 China Internet Watch, June 2012 http://www.chinainternetwatch.com/1468/tencent-owns-the-most-visited-online-travel-website/

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thousands of hotels from luxury to budget category. eLong has become one of the biggest hotel booking providers in China.

Qunar http://www.qunar.com/ is one of the most popular travel websites for and the leading travel search engine for vacation packages. Those who are looking for great discounts on flights and hotels will usually find their way to Qunar. This website often provides the lowest discounts compared to other travel websites.

Taobao, http://trip.taobao.com/ joined the online travel market topping the vacation reservations in 2012 and was ranked third in the air tickets market and fourth in hotel bookings19.

As mentioned, online travel agencies and booking websites are the most popular ones in terms of revenues generated as well as visitor numbers. However, this does not represent all the websites to be considered in travel destination marketing in China. Other examples of travel and travel related websites and platforms (not online travel agents) are:

Lvmama.com, http://www.lvmama.com/ is a very popular website for those who want to travel independently, without travel agencies or tour groups. The site is a great resource for travel tips for self-organised travellers including info on scenic spots and

19 China Internet Watch, August 2013 http://www.chinainternetwatch.com/2968/ctrip-cooperating-with-its-rival-qunar/#more-2968

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some entrance tickets booking to popular attractions - also at good discount and in group deals.

Mafengwo.com, http://www.mafengwo.cn/ is also focused on the independent traveller. This website includes especially valuable information on more remote travel destinations – structured in destinations guides, attractions tips and many more useful resources.

Baidu travel, http://lvyou.baidu.com/scene is one of the best travel guides – structured as a wiki and filled with various travel information and guides for places all over China.

Lvping, http://www.lvping.com/explore/ is a travel forum which mostly focuses on tourists’ reviews and comments on different travel destinations, hotels, flights and sights. Lvping is sometimes compared to Tripadvisor.com in terms of content and functionality.

QiongYou, http://www.qyer.com/ is a portal with a focus on international travel – on a budget. It provides information on travel destinations, visa, travel guides, pictures and other related content like shopping, restaurants and so on to help users plan their trips and share their travel experience afterwards.

Daodao, http://www.daodao.com/Lvyou is the actual Chinese version of tripadvisor.com. Daodao provides feedback, experiences and comments of travellers on their trips.

Yododo, http://www.yododo.com/area/ is like a supermarket for travel products and services, which sells train tickets, hotels, insurance, car rentals and other travel services. There are also comments and feedback on travel destinations and the website also helps users to find travel buddies.

Other platforms to mention include travel.sina.com, aoyou.cn and lotour.com20.

Here are some of China’s most popular online communities (not directly related to travel):

8264.com, http://www.8264.com/ is one of the largest websites dealing with everything related to outdoor activities, categorised by regions as well as by activities (different types of outdoor sports) and also offers forums, daily photo and group purchasing. Travel is obviously a big component here, thanks to a dedicated section with a travel forum.

Tianya.cn, http://www.tianya.cn/ is not a dedicated travel platform, but one of the most popular social web sites in China - a collection of simple forums, blogs, and groups with very high popularity among Chinese Internet users, which makes it the best place in China’s web to find public opinion on social issues, cultural experience and original fresh content from millions of Chinese users. The Tianya community meets the need for personal interaction, creation and expression.

Liba.com http://www.liba.com/ is China's largest e-commerce website for household consumption. Since its foundation in 2003 the former group-purchase website for

20 China Travel Discovery, http://www.chinatraveldiscovery.com/top-ten-biggest-travel-agencies-in-china.htm

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family decorations has expanded its online businesses to include wedding ceremonies, driving lessons and social networking – also including travel related categories.

Tieba.baidu.com, http://tieba.baidu.com/ is similar to Tianya. It focuses more on chatting, entertainment and interest groups, and has a generally more friendly and family style character than Tianya. The main page of Tieba shows an extensive list of its categories with lower levels featuring groups where users can create topics and leave their comments. Tieba is rather simple and direct in comparison to Tianya which is more in-depth and informative.

Given the complexity of the travel market in China and to get the best advice for your situation, and to ensure you are positioned well going forward, we recommend you speak to companies with local expertise.

4. Product or service suitability

The Chinese traveller has specific expectations and requirements and, in addition, your product or service must be suitable for the Chinese travel distribution system which is still a very traditional model with Inbound Tour Operators, Wholesalers and Retail Travel Agents handling the majority of bookings.

Travelling in a structured group with a Chinese speaking guide, tourists are seeking to experience nature within the comfortable environment of a developed country. Besides safety and value for money being important, they want to see iconic and famous attractions. They expect Chinese speaking staff, Chinese food served on “share plates,” menus, guides and safety instructions in Chinese languages and parents to share their bedroom with a child.

The questions below will help you to quickly check if your product or service might suit this market:

Can I adjust or tailor the delivery of your product and/or service to meet the preferences of a Chinese visitor?

Do my products and services offer a unique Australian experience that a Chinese visitor would be interested in?

Can I address language difficulties?

Are my products and services suitable for tour groups ranging from smaller groups of 8-12 to full coaches of 40 people?

Is my pricing structure suitable for the Chinese market and does it allow for commission-based distribution in China?

Are my products and services close to main tourist routes or major cities?

Are my products and services suitable for listing by Chinese specialist Tour Operators, Wholesalers and Retail Travel Agents?

As smartphone ownership is high in China and the mobile internet brings travellers a lot of freedom and convenience during their journey it is becoming increasingly essential for travellers. A number of Australian tourism operators, as well as some State Tourist Offices, have created Chinese language apps to specifically assist with language issues so Chinese visitors can have a

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better tourism experience. Many have also supplied free wifi connectivity to provide “instant access” and “instant messaging” for visitors which they consider important.

More information about how the Chinese like to travel, the experiences they are seeking in Australia and how they research and book travel is available in:

Tourism Australia’s ‘Knowing the Customer in China’ http://tourism.australia.com/documents/Markets/China2020-Building_the_Foundations.pdf

Tourism Australia’s ‘Planning for Inbound Success’ http://www.tourism.australia.com/documents/Planning-for-Inbound-Success.pdf

5. Australian initiatives

Tourism Australia launched a new Chinese consumer website http://www.australia.cn/, designed to cater for the way Chinese consumers view the internet. The content is specifically tailored to highlight Chinese consumers’ most preferred Australian travel experiences, as well as to fully integrate with China’s most popular social media platforms. The integration of Chinese social media platforms such as Sina Weibo, Tencent Weibo (QQ) and Kaixin001, enables Chinese users to share their experiences of Australia with friends and family in China.

This website includes a dedicated section where well known Chinese celebrities, bloggers and advocates share their own personal experiences of Australia, as well as a travel planning tool that allows users to organise their travel planning ideas and their flight and visa information.

Direct links to the Chinese translation of the Australian Tourism Data Warehouse, hosted within China, have also been integrated, providing Chinese travellers with in-language tourism product information, via a search functionality. Search results give preferential listing to T-Qual quality endorsed products.

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As the official Chinese tourism website for Australia, the site contains important information for travellers including consumer rights, health and safety, quarantine matters, visa facts, and self-drive information.

Other Australian initiatives include the signing of a deal between Tourism Australia and China Travel Service (CTS) to boost visitor numbers. CTS has a deep understanding of the market and, through their extensive distribution network, will help Tourism Australia communicate directly with those Chinese consumers that have the desire and means to travel to Australia21. Tourism Australia has also signed a three year agreement with Air China to work together on a range of co-operative marketing initiatives, including advertising, PR, and events aimed at attracting more international visitors from China22. Tourism Australia will also provide training to Air China and its agents.

6. Getting Started

China offers enormous potential for the global tourism and travel industry but in such a lucrative market, competition is high. The China 2020 Strategic Plan23 has the full support of key industry players and State and Territory Tourism Organisations and provides an Australian-wide approach to successfully accessing the potential $7 to $9 billion annual market share of this US $838 billion market.

As Chinese travellers gain more travel experience and language skills, opportunities for a wider variety of tourism operators to become involved is increasing. There are two key consumer targets - the new first time travellers (mainly larger groups, structured, visiting iconic sights) and the experienced travellers (smaller groups, more flexibility, seeking local experiences).

Business operators must carefully consider what they need to do if they are to successfully reach out to this market. There are five key steps to undertake:

1. Understand the Chinese market and travel distribution system 2. Review your product suitability 3. Access key contacts including your local Chinese community 4. Be aware of Australia-wide activities and opportunities 5. Become ready for Chinese visitors.

For the Chinese market, it often makes more sense to market on a destination basis, with bundled packages rather than marketing individual businesses. The T-QUAL Grants program

which is administered by the Department of Resources, Energy and Tourism can be accessed by businesses to develop initiatives to market to the Chinese visitor. Examples of these Grants include an audio tour in Mandarin, smartphone apps and the Welcoming Chinese Visitors program: http://welcomingchinesevisitors.com/, available online, to provide Australian business with the tools needed to properly engage in the Chinese market (now cost-based).

21 Tourism Australia http://www.tourism.australia.com/news/media-releases/Media-releases-9697.aspx 22 Tourism Australia http://www.tourism.australia.com/news/media-releases/Media-releases-9689.aspx 23 China 2020 Strategic Plan http://tourism.australia.com/documents/Markets/China2020_Strategic_Plan.pdf

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When it comes to information about travel, the Pacific Asia Travel Association (www.pata.org), and its China office, PATA China (www.patachina.org) is a good starting point. China Travel Trends (www.ChinaTravelTrends.com) provides free information on changing trends and how to enter China and market to Chinese consumers. State Tourist Offices and Tourism Australia should also be key contacts, as should Inbound Tour Operators specialising in Asia - they have a wealth of information and knowledge.

Further information on Getting Started in China can be found in Tutorial 54 - Online in China - Getting Started.

7. Key learning outcomes

Before targeting the Chinese market, ensure your business is suitable and has ready products.

Mobile is the largest Internet usage method so you need to develop your digital material accordingly.

Social media is even more important in China than in western markets due to the reliance placed by Chinese travellers on open feedback from others. To use social media well, a business needs active and regular engagement.

Search engines are different in China – you will need to develop a strategy specifically for this market.

If you develop a Chinese website, ideally it should be hosted in China, with localised content (not simply translated) and the look and feel (layout, colours, font, navigation) should cater to Chinese preferences. The site must be optimised for Chinese search engines and be linked to Chinese social media networks.

8. Related material

a) Related tutorials

Online in China – Developing a Chinese Website

Online in China – Search Engines

Online in China – Social Media

Online in China – Getting Started

b) Related websites

Tourism Australia’s China profiles, plans, reports and research http://www.tourism.australia.com/markets/market-regions-greater-china.aspx

Free Essential China Travel Trends Booklet - Dragon Edition 2012 Latest trends & developments in the Chinese travel market http://www.ChinaTravelTrendsBook.com

Welcoming Chinese Visitors Program- Getting Product Ready, Sales Ready and Service Ready http://www.welcomingchinesevisitors.com/

Michael Anti: Behind the Great Firewall of China (video) www.ted.com/talks/lang/en/michael_anti_behind_the_great_firewall_of_china.html

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Articles on China and travel http://www.chinatraveltrendsbook.com/dragon-edition/articles/