Date post: | 14-Apr-2017 |
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Woo the Chinese Travelers Through Stories and Inspiration
By Maggie Wu
Maggie Wu
Life Coach Travel V-logger
Inspirational Speaker Hidden Gems Media Co-Founder
China represents the world's second largest travel market.
1.4 billion People
320 Million People
Chinese Outbound Travel
Population: China 1,393,783,836 USA 322,583,006
By 2020 the projection is for 234 million tourists and an annual spend of 242 Billion US$
Chinese Outbound Travelers’ Status Quo
600 Million
1/3
20%
China has the most smartphone users in the world by 2015.
2014, mobile accounted 1/3 for China’s online travel market, highest globe’s mobile penetration rate
$205.7 Billion $2,500
2015, number of Chinese traveling abroad according to China National Tourism Administration, 20% growth rate from last year
China Online Travel Overview Eighth Edition July 2015 © 2016 Phocuswright Inc. All Rights Reserved.
Chinese FIT Outbound traveler
120 Million
2015, Total outbound travel spending Retail spending per avg traveler
Tra
Chinese Outbound FIT Landscape “Free Independent Travelers”
Who are They? What’s their
Characteristics ?
Where do they spend money?
What’s their favorite and
frequent destinations?
Traveler
Why do they travel and how do they travel?
How often and when do they
travel?
Travel Destination
Travel Spending
Travel Behavior
Travel Time
Chinese new generation Travelers’ Demographic
Who are
they
China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Higher income 25-34 year old 41% Female travelers are majority 1/4 of FIT comes from Tier 1 & 2 cities
Guang Dong, Shanghai Sichuan, Beijing , Jiangsu
Chinese outbound FITs’ Favorite & Frequent
90% of Chinese FITs choose HK, Taiwan, South East Asia, East North Asia.
Top 10 traveled countries: Japan, Thailand, US, Malaysia, Singapore France, England, Italy and Canada.
Peak time Travel May & Oct Holiday 1/3 people travel 7days above
TraTravel
Destinations Travel Time
China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Chinese outbound FITs’ Travel Motives
China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Visiting Landmarks Foodie tour Golfing Driving Seeking medical care Purchasing properties Gambling Investment for business Children’s higher education Celebrating honeymoon Cruising
Travel Behavior
Avg travel spending $ 2730 (1:6.5)
$ 473 Accommodations (17.3%) $ 691 Airplane tickets (25.3%) $1054 Shopping (38%)
The highest spending FITs : from Beijing, Sichuan, Shanghai
30% of which spend Avg $3000
Chinese outbound FITs’
China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
Travel Spending
Chinese outbound Travel’s Bright Future
China Unbounded: The Rapid Rise of China’s Outbound Millions. 2015 ©Phocuswright Inc. All Rights Reserved. By TripAdvisor
49% Chinese FIT has plans to travel in coming 2 years.
Travel Activities Done on Mobile
China Online Travel Overview Eighth Edition July 2015 © 2016 Phocuswright Inc. All Rights Reserved.
2016 World Social Media ranking
1.59 B1B
697 M
400M
320M
212M200M
M=million people B=billion people
Sources: Official platforms Jan 2016
How are various social media used?
“I am traveling”
“I have traveled”
“Where I traveled”
“Look at me traveling now ”
“Watch how I traveled”
“I am a travel expert”
Social Media World vs China
How to woo the Chinese Travelers
Social Media is influencing Travel Purchases …..and of course their own peer group.
Weibo 25%
Video platforms 50%
Wechat 75%
Short Video 10%
Short Video platforms
Youku, Iqiyi, Sohu
Social Media in China
4 out of 5 social media users are referencing at least half of their trips and more than 70% use photos to document their travel experience.
China Weibo vs Wechat
Video is surpassing written promotions Youtube 2rd search engine Video is catchy Mobile is the NOW and Future
Short attention span
transforming from Celebrity commercials to Vloggers community
China’s unique internet environment
Why work with Travel V-logger in China
CommunityExposurePlatformContent
create value Share value
Make the followers feel connected
spirit leader inspire
Vertically Mobile focus
Link China’s internet is monopoly
Traffic is not free
breakthrough platforms How to make it worthwhile
how talent agency - Capital investment
makes profits from PGC
Personal touch Unique point
How to work with KOL in China
Case study 猫⼒力Molly
# 1
Used to travel with her bf Shou Rou and together produced Videos during travel. Now solo trip, has her own talent management team, produce commercials Millions of fans now, became famous via 穷游 attracted young people, but gave them false hope. Actress & Brand Ambassador.
Case study 侣⾏行
# 2
Adventurous couple , go very extreme travel routes. Got engaged in North pole and married in South pole. They were traditional business men, invested their own travel cost and their show , became famous in China
Their videos are now banned because of political reasons
Case study 雷探⻓长
# 3
Budget male traveler, attracting young kids. inspire Chinese to travel Weakness: no team, solo traveler, documentary his own show doesn’t speak good English, his followers are so young that they might not able to take immediate actions to his routes.
Case study 左⼿手+张千⾥里
# 4
Couple travel, girl writer, boy photographer, producing videos on teaching people how to take photos during travel very focused and niche market The business model is to sell their offline training courses to photographer lover
How we can help you……
Personal blog & other bloggers connections
Video Content and Campaigns
Social Media & SNS
How we can help you……
Video Content and Campaigns
Social Media & SNS
Hidden Gems Media Team
Hidden Gems Media Team
Hidden Gems Media Team
It’s more than a travel show……
Short Videos Motivational content
Inspirational stories
Interview
Thank you !
Facebook/ Instagram: FlywithMaggie [email protected]
Wechat: Fly_with_Maggie +86 13585833365