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China's two biggest commercial platforms, Qunar and C-trip, provide advertising, social, and thought leadership opportunities unmatched by more well-known Chinese sites. This presentation provides an intro to the opportunities.
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How To Promote Your Destination on China’s 2 Biggest Travel Sites
C-Trip & Qunar are China’s 2 Biggest Travel Sites
‘Qunar’ means “Where are you going?”
Page views per day: 1,661,100 Baidu Page Rank: 7 Google Page Rank: 7
Income in 2013 was 5,400,000,000 RMB (890,000,000 Dollars), up 30% since 2012
Let’s take a look at the numbers…
Page views per day: 1,421,040 Baidu Page Rank: 8 Google Page Rank: 7
Income in 2013 was 850,900,000 RMB, up 69.6% since 2012.
!
!Both Qunar and C-‐Trip are huge, robust, and evolving
sites.
Good News! !
You don’t need a Chinese license to promote your destination.
Qunar and C-trip both offer !
that can be thought of as:
• SEO
• Product Pages
• Display Advertising
• Daily Special Deals
• Content Marketing
• Social Interaction
Promotion Opportunities
An Introduction to Qunar and C-trips’s websites:
First,
This is Qunar’s Home Page:
C-trip’s Home Page…
!
They will go to either site’s Hotel Page, and start filling the Search criteria:
Supose that someone in China is looking for a Hotel in Paris.
SEO
SEO
So they can search for the best travel options within the site - not just hotels, but flights and train tickets.
Same for Ctrip… SEO
SEO
SEO Takeaways
1. Check your offering translation key terms in Baidu. The more ads that appear in the results, the better!
2. More content and offerings mean more appearances in search results.
3. Work with an account rep to get bundled with as many packages as possible.
4. Cultivating good ratings is an SEO strategy, not just a social strategy.
Product Page Every destination shown in C-trip’s results, can build a Product Page
Where you can add pictures, and more
info about your destination.
Product Page
Reviews are important. To get started, frequent users of C-trip can be incented to write a positive review, for non-monetary consideration (swag).
Product Page
Visitors can book right from the product page, so good pics and good reviews are important.
Display Advertising
Qunar’s Home Page
Display Advertising
Home page advertising is quite expensive, and therefore recommended only for the most broad-based, long-term campaign.
Display Advertising
Display Advertising
Ads on the fligh ticket page can be programmed to display relevant to search, a more focused approach than front page advertising.
And more…
Display Advertising
Hotel page searches are another destination-‐specific form of advertising.
Display Advertising
C-trip has the same display ad options
Display Advertising
Display Advertising
A truly deep-discount promotion might warrant a front-page banner, but notice BMW is the org sinking big bucks into a big
home page banner.
Display Advertising
Display Advertising
Display Advertising Takeaways
1. Display advertising on C-‐trip and Qunar is expensive, but has a much broader and more focused reach for focused audience than any other Chinese platforms.
2. Skip home page ads and focus on targeted display opportunities.
3. Experiment with banner design and include a CTA.
4. Special promotion banners have the highest conversion rates.
Special Deal On Qunar there’s a Special Deal everyday…
Here we can see a vacation package to Hawaii from Beijing, round trip... ¥6,999
Special DealSame for Ctrip…
Content Marketing On the Guides Page, visitors choose a desired destination….
And then find recommended articles related to that chosen destination.
Content Marketing
Or Trip Itineraries to “Must-Visit destinations.
Content Marketing
Content Marketing
So posting regular content on your page is a great idea!
The content is interactive, making Qunar a much more targeted option than Sina Weibo.
Content Marketing
Content MarketingC-trip offers the same interactive content Thought Leadership opportunity…
Make the content pop with good pics! Likes on C-trip are much more valuable than Weibo re-tweets.
Content Marketing
It’s hard to go wrong with a food post….
Content Marketing
Social Interaction Takeaways
The robust content and interactive options provided on both Qunar and C-‐trip make them far preferable to Sina Weibo for driving and converting your key demographic in China
Social Interaction Qunar has its own app for sharing photos: Lü Tu
Sharing destination pics regularly increases rates of discovery and drives traffic.
Social Interaction
Keep the photos interesting and high-res!
Social Interaction
Let’s see the
&
differences between
Now,3
Qunar offers Tmall-style stores to travel organizations
Branded page
With the Brand Page, you can post your offers
C-‐trip only allows visitors to book thru their website.
Different booking options
While on Qunar, visitors can book a room on different websites, including C-‐trip.
C-‐trip can bundle your destination into package deals
Package deals
Take aways:
1. Qunar offers broader reach, but operating a Tmall-style store on the platform requires more resources.
2. Getting bundled into C-trips’ relevant packages is a great idea, but requires reach-out to and cooperation with different providers.
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