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Relationships with:
REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERS BY LEVERAGING DIGITALMARKETING, TECHNOLOGY AND SOCIAL MEDIA TO INCREASE BRAND AWARENESS AND GENERATE DEMAND
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
TOP 8 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS
1. Spot the China Travel Trends2. Understand the Chinese Consumer3. Develop a Multi-Channel Plan4. Leverage the Internet as a Medium5. Develop a Relevant Chinese Website6. Be Social to Connect7. Tell your Story8. Build Relationships via Campaigns
DRAGONTRAIL.COM -
TOP 8 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS
Spot the China Travel TrendsUnderstand the Chinese Consumer
Channel PlanLeverage the Internet as a MediumDevelop a Relevant Chinese Website
Build Relationships via Campaigns
CHINATRAVELTRENDS.COM
1. SPOT THE CHINA TRAVEL TRENDS• China Travel Market is growing• Internet is used to “Plan & Tell”
• Growing demand for more individual experiences
SPOT THE CHINA TRAVEL TRENDSChina Travel Market is growingInternet is used to “Plan & Tell”
Growing demand for more individual experiences
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism is growing2.Chinese Internet and Social Media channels influence planning and research3.Chinese consumers are moving towards an experienced based choice model from a price based choice model
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM -
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
China Outbound Tourism and Domestic Tourism
Chinese Internet and Social Media channels influence
Chinese consumers are moving towards an experienced based choice model from a price based
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
CHINATRAVELTRENDS.COM
Chinese outbound Travellersexpected to exceed 100 million by 2020.
31 34
2029
41
2003 2004 2005 2006 2007
Unit: Million person times
Source: China National Tourism Administration (CNTA)
China Outbound Traveler Number
DRAGONTRAIL.COM -
Chinese outbound Travellersexpected to exceed 100 million by 2020.
4757
100
46
2008 2009 2010 2020
China Outbound Traveler Number
(Expected by UNWTO)
+
CHINATRAVELTRENDS.COM
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism is growing2.Chinese Internet and Social Media channels influence planning and research3.Chinese consumers are moving towards an experienced based choice model from a price based choice model
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM -
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
China Outbound Tourism and Domestic Tourism is
Chinese Internet and Social Media channels influence planning and research
Chinese consumers are moving towards an experienced based choice model from a price based
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
CHINATRAVELTRENDS.COM
Online Travel Research in China
DRAGONTRAIL.COM -
Online Travel Research in China
Source: Nielsen, 2009
CHINATRAVELTRENDS.COM
Sharing trip experience in online is getting more and more popular, especially for young generations.
DRAGONTRAIL.COM -
Sharing trip experience in online is getting more and more popular, especially for young generations.
CHINATRAVELTRENDS.COM
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
1.China Outbound Tourism and Domestic Tourism is growing2.Chinese Internet and Social Media channels influence planning and research3.Chinese consumers are moving towards an experienced based choice model from a price based choice model
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
DRAGONTRAIL.COM -
Chinese Travel Change3 Trends are shaping The New Chinese Tourist
China Outbound Tourism and Domestic Tourism is
Chinese Internet and Social Media channels influence
Chinese consumers are moving towards an experienced based choice model from a price based
The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour
Groups to more individual travel experiences
CHINATRAVELTRENDS.COM
Demand for Individual Travel Experiences
DRAGONTRAIL.COM -
BCG points out in its Marchin China report that 95surveyed were dissatisfiedofferings, both domestic and
Demand for Individual Travel Experiences
CHINATRAVELTRENDS.COM
March 2011 Travel and Tourism95% of travel consumers
dissatisfied with current marketand international.
DRAGONTRAIL.COM -
Demand for Individual Travel Experiences
CHINATRAVELTRENDS.COM
Demand for Individual Travel Experiences
2. UNDERSTAND THE CHINESE CONSUMER• Offer Chinese
• Affluent Consumer are Younger
UNDERSTAND THE CHINESE CONSUMEROffer Chinese-ready Services
Affluent Consumer are Younger
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Major consumer in Outbound Travelers are young professional with high income.
22 30
9204
25
10
4
7
3
3
416
11 365
GeneralPopulation
OutboundTravelers
18
2731
2825
29 26
16
GeneralPopulation
OutboundTravelers
45-59
35-44
25-34
18-24
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Major consumer in Outbound Travelers are young professional with high income.
Business person
Government officer
Blue-collar worker
Teacher
Student
Freelancer
Seniormanagement/executives
Professionals
Clerk/white-collar worker2
10
19
29
6
25
5
34
39
32
GeneralPopulation
OutboundTravelers
USD3,660 orabove
USD2,197-3,559
USD1,174-2,196
USD566-1,173
USD565 andbelow
Source: Nielsen Outbound Travel Monitor 2011
CHINATRAVELTRENDS.COM
http://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k
VIDEO: China's new young affluent luxury consumers
http://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k
VIDEO: China's new young affluent luxury consumers
3. DEVELOP A MULTI• Digital media is critical
• PR is still evolving
DEVELOP A MULTI-CHANNEL PLANDigital media is critical
PR is still evolving
4. LEVERAGE THE INTERNET• Media Influence
• Geographic Reach
4. LEVERAGE THE INTERNETMedia Influence
Geographic Reach
485 million Internet users in June2011, representing 34% of the Chinese population
Most engaged country online: 92 % contributed to social media
85% of Chinese online users approve Internet Censorship
More bloggers in China than in Europe and USA combined
Source: CNNIC; Trendspotting; Forester; iResearch
CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000
The Internet is their most important information source for 84.3% of netizens
DRAGONTRAIL.COM -
485 million Internet users in June2011, representing 34% of the Chinese population
Most engaged country online: 92 % contributed to social media
85% of Chinese online users approve Internet Censorship
More bloggers in China than in Europe and USA combined
Source: CNNIC; Trendspotting; Forester; iResearch
CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000
The Internet is their most important information source for 84.3% of netizens
CHINATRAVELTRENDS.COM
Source: Digital Influence Index 2010
DRAGONTRAIL.COM -
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
CHINATRAVELTRENDS.COM
Internet Penetration:USA: 80%
Opportunity for Growth in China:By 2015 – expected to be750-900 Million Online Users
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
http://youtu.be/XxZi6wlNC1Y
VIDEO: China Luxury Boom Moves Inland
http://youtu.be/XxZi6wlNC1Y
VIDEO: China Luxury Boom Moves Inland
5. DEVELOP RELEVANT CHINESE WEBSITES- No Straight
- Avoid Content Gaps
5. DEVELOP RELEVANT CHINESE WEBSITESNo Straight Translation
Avoid Content Gaps
Collectivism: Emphasizing values important in collectivist cultures. For example, emphasizing family theme.
Research studies indicate that attitude towards websites, the site’s interactivity and usability, as well as purchase
intentions of users are enhanced when sites are congruent with the target customers’ cultural predispositions.
(“The Culturally Customized Website”, Elsevier, 2005.)
Power Distance: Adding elements that emphasize power distance. For example, displaying awards or honors that a company or brand has received.
DRAGONTRAIL.COM -
Research studies indicate that attitude towards websites, the site’s interactivity and usability, as well as purchase
intentions of users are enhanced when sites are congruent with the target customers’ cultural predispositions.
(“The Culturally Customized Website”, Elsevier, 2005.)
CHINATRAVELTRENDS.COM
ENGLISH WEBSITE
DRAGONTRAIL.COM - CDRAGONTRAIL.COM - CHINATRAVELTRENDS.COMCHINATRAVELTRENDS.COM
China Market Relevance:- Content is re-written, notstraight translation (addingimportant content areas, not part of the English website, i.e. location map, Chinese Restaurants, etc.)
- Content is optimized forChinese Search Engines- Website is designed forChinese consumers- Chinese website has morerelevant branding (CanadianRockies.cn)- Chinese site is hosted in China- Doesn’t link to English sites oftravel suppliers in Banff, but incorporates suppliers
EXAMPLE: BANFF
1. Straight content translation from the English website to Chinese leads to the following: Content is not written for Chinese search engines Content is not written in a way that is relevant to the market Content is missing important sections that are important for Chinese consumer’s decision
making process. That content (i.e. information about Chinese visa application process, availability of Chinese restaurants, relevant destination information, etc.) is mostly missing on the non-Chinese website. A straight translation would not include that content.
Ensuring Relevance – Avoiding Content Gaps
DRAGONTRAIL.COM -
We define “content/context gaps” as:> Content Gaps are pieces of information that have not been localized, or simply translated into Chinese. Content Gaps (on external websites) are pieces of information that are linked from the Chinese version website, ie the website of a partner that does not have a (fully) translated Chinese website. pieces of information that are not relevant to the Chinese audience. This could include maps that do not relate to the distance/location of China, Google maps in English, Western social media logos/links (ie. Facebook/Twitter/Youtube instead of Renren/Weibo/Youku).
“Chinese consumers associate irrelevant websites with bad offline experiences.”
Straight content translation from the English website to Chinese leads to the
Content is not written for Chinese search enginesContent is not written in a way that is relevant to the marketContent is missing important sections that are important for Chinese consumer’s decision making process. That content (i.e. information about Chinese visa application process, availability of Chinese restaurants, relevant destination information, etc.) is mostly
Chinese website. A straight translation would not include that content.
Avoiding Content Gaps
CHINATRAVELTRENDS.COM
are pieces of information that have not been localized, or simply translated into Chinese. Content Gaps (on external websites) are pieces of information that are linked from the Chinese version website, ie the website of a partner that does not have a (fully) translated Chinese website. Context Gaps are pieces of information that are not relevant to the Chinese audience. This could include maps that do not relate to the distance/location of China, Google maps in English, Western social media logos/links (ie. Facebook/Twitter/Youtube instead of
“Chinese consumers associate irrelevant websites with bad offline experiences.” Source: ChinaTravelTrends.com
VisitBritain’s new Website – great use of Web 2.0great use of Web 2.0
…and VisitBritain.com in Chinese
Is it really Relevant???
…and VisitBritain.com in Chinese
Is it really Relevant???
6. BE SOCIAL TO CONNECT• Censorship vs. Local Sites
• Brand Engagement = Education
6. BE SOCIAL TO CONNECTCensorship vs. Local Sites
Brand Engagement = Education
Source: 2009/01/23
Source: New 2008 Social Technographics data reveals rapid growth in adoption, 2008/10/20
CHINA SOCIAL MEDIA DOMINATES THE US: Chinese netizens are more engaged
DRAGONTRAIL.COM -
Source: Chinese Social Technographics Revealed, 2009/01/23
CHINA SOCIAL MEDIA DOMINATES THE US: engaged in creating/sharing content
CHINATRAVELTRENDS.COM
China’s digital media landscape is dominated by
Government censorship
DRAGONTRAIL.COM -
China’s digital media landscape is dominated by local players.
Local players appeal to domestic users
CHINATRAVELTRENDS.COM
38
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM -
March 2011
CHINATRAVELTRENDS.COM
35 countries and regions have weibo.com accounts
Total Followers
1
2
3
4
5
UK: 63478
Singapore: 43751
Czech Republic: 42004
Canada: 40115
Australia: 35830
Weibo Weibo = Twitter + Facebook + YouTube + News= Twitter + Facebook + YouTube + News
DRAGONTRAIL.COM -
Czech Republic: 42004
Australia: 35830
= Twitter + Facebook + YouTube + News= Twitter + Facebook + YouTube + News
CHINATRAVELTRENDS.COM
Source: Digital Influence Index 2010
DRAGONTRAIL.COM -
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive
CHINATRAVELTRENDS.COM
P1 | SNS for the Affluent Class
DRAGONTRAIL.COM -
P1 | SNS for the Affluent Class
CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
7. Tell Your Story• Leverage KOLs (Key Opinion Leaders)
• Encourage Sharing of Travel Experiences Online
7. Tell Your StoryLeverage KOLs (Key Opinion Leaders)
Encourage Sharing of Travel Experiences Online
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
VIDEO: Tourism New Zealand KOL Campaign
DRAGONTRAIL.COM -
VIDEO: Tourism New Zealand KOL Campaign
CHINATRAVELTRENDS.COM
8. BUILD RELATIONSHIPS VIA CAMPAIGNS• Combine Viral Spread with Engagement
• Capture Customer Data
8. BUILD RELATIONSHIPS VIA CAMPAIGNSCombine Viral Spread with Engagement
Capture Customer Data
DRAGONTRAIL.COM - C
Virtual Trip Campaign
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Virtual Trip CampaignThree virtual itineraries around Canada were designed. Participant who complete one route will have a chance to win a free trip to Canada. In totoal three free trips, 50 iPads and 1000 U-disks as prizes.
RESULTS:3.3 Million Visitors250 K Registrations39,000 Followers (SW)
CHINATRAVELTRENDS.COM
Awards 2011
DRAGON TRAIL SERVICESDRAGON TRAIL SERVICES
Satellite Sites
Campaign Pages
Web Analytics
Web Analytics
Digital Marketing
Consumer Internet
Tuantuanle.com
Slow.travel
Tripshow.com
Your Digital SiteWeb / Mobile
External Efforts
Marketing Database
Chinese Web Site
Email Marketing
SEO/SEM …
Dragon Trail Services
DRAGONTRAIL.COM -
Satellite Sites
Campaign Pages
Web Analytics
Web Analytics
Travel Technology
Itinerary Engine
Trip Pages
Social Media MarketingManagement
Campaign
Strategy
Your Digital SiteWeb / Mobile
External Efforts
Marketing Database
Booking/Search
CHINATRAVELTRENDS.COM
58
GOAL: Increase Brand Awareness & Direct Sales
– Guide Strategy Execution– Build a foundation for brand engagement
(Social Media ready and Search Engine optimized Website for the Chinese Market)
– Create online touch-points– Develop relevant content– Maintain, monitor, engage, and evaluate– Gain insights from data and social media– Combine and offline and online tactics– Drive campaigns that convert– Increase revenues
Dragon Trail Digital Strategy Approach
DRAGONTRAIL.COM -58
GOAL: Increase Brand Awareness & Direct Sales
Build a foundation for brand engagement(Social Media ready and Search Engine optimized Website for the Chinese Market)
Maintain, monitor, engage, and evaluateGain insights from data and social mediaCombine and offline and online tactics
Dragon Trail Digital Strategy Approach
CHINATRAVELTRENDS.COM
3. Set-up profiles on targeted ChineseSocial Media profiles, seed relevant content, engage with the audience, andmonitor for brand reputation.
4. Execute an innovative social media campaign that drives traffic and captures consumer data, leveraged for future initiatives.
5. Interact with influential bloggers and manage Dragon Trail’s Familiarization Trip 2.0 Program, designed to create buzz about the brand.
Dragon Trail Program Execution
DRAGONTRAIL.COM -
1. Determine the best possible market strategy to build brand awareness and reach the target audience
2. Develop a culturally-relevant Chinese Website, consistent with the brand message, optimized for Chinese search engines, designed for the Chinese target market, with engaging content, and hosted in China with state of the art technology.
Dragon Trail Program Execution
CHINATRAVELTRENDS.COM
Dragon Trail Digital Strategy Planning
Integrated Digital Marketing & Social Media Campaigns
DRAGONTRAIL.COM -
Dragon Trail Digital Strategy Planning
Integrated Digital Marketing & Social Media Campaigns
CHINATRAVELTRENDS.COM
1. Website hosting in China is critical in order to ensure organic local search engine optimization, and optimal accessibility.
2. Constant optimization of the social media critical in order to ensure content seeding, consumer engagement, and brand reputation.
3. A solid technology partner is vital, especially when running campaigns, to ensure data quality and protect the database from hackers.
4. Local representation, especially with intimate knowledge and relationships in the travel and internet space in Chinacritical in order to ensure successful strategy execution.
…in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA.
A couple important points…
DRAGONTRAIL.COM -
is critical in order to ensure organic local search engine optimization, and optimal accessibility.
optimization of the social media landscape is critical in order to ensure content seeding, consumer engagement, and brand reputation.
is vital, especially when running campaigns, to ensure data quality and protect the database
Local representation, especially with intimate knowledge and travel and internet space in China
critical in order to ensure successful strategy execution.
TRUSTED LOCAL ADVISOR
A couple important points…
CHINATRAVELTRENDS.COM
WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET?
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends)
Access the latest trends on and join the online community
WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET?
www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
Access the latest trends on ChinaTravelTrends.comonline community for free.
DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA
DRAGONTRAIL.COM -
Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA
“… Already the world’s fourth mostvisited destination today, by 2020,China is expected to become theleading international tourismdestination and the fourth largestoutbound travel market. Thiscomprehensive study of travel trends inChina provides invaluable insights intoone of the fastest growing travel andtourism markets in the world."
Taleb Rifai - Secretary General,World Tourism Organization (UNWTO)
CHINATRAVELTRENDS.COM
China Travel Social Media Seminars(DT also organizes company-specific seminars upon request,
and is available for speaking engagements world
Select Speaking Engagements:
DRAGONTRAIL.COM -
China Travel Social Media Seminarsspecific seminars upon request,
and is available for speaking engagements world-wide.)“ This was a very important andinsightful seminar, organized byDragon Trail. Social Media in Chinalooks very complex and like a wholelot of work, but then again, peopleare talking with or without us - so weare definitely better off if we take partand try to influence it."
Oliver Sedlinger - China Director,German National Tourist Board (DZT)
CHINATRAVELTRENDS.COM
The Chinese Outbound Tourists will continue to travel all over the world. Are you ready for them?
TRAINING & COACHING CERTIFICATION
The Chinese Outbound Tourists will continue to travel all over the world. Are you ready for them?
PLEASE CONTACT COTRI (CHINA OUTBOUND TOURISM RESEARCH INSTITUTE) FOR MORE INFORMATION:
WWW.CHINA-OUTBOUND.COM
RESEARCH
“We treat clients as partners”
-Based in Beijing, Shanghai, Xian (Tech Ctr.)- Unique combination of unmatched expertise
- Best in class capabilities & award- Innovative cost model & strategic approach
- Growing list of clientele of leading travel brands
“We treat clients as partners”
Based in Beijing, Shanghai, Xian (Tech Ctr.)Unique combination of unmatched expertise
Best in class capabilities & award-winning solutionsInnovative cost model & strategic approach
Growing list of clientele of leading travel brands
JENS THRAENHART
Relationships with:
Awards 2011
Get insights & trends:
www.DragonTrail.comwww.ChinaTravelTrends.com
Twitter: @CnTravelTrendsJoin our Community:
www.Community.ChinaTravelTrends.com
Contact me:
LinkedIn: ThraenhartTwitter: @JensThraenhartFacebook: JensThraenhart
E-Mail: [email protected]