CIC and GroupM China released 2013 White Paper on Travellers - The Rise of Social Travel

The Rise of

Social Travel

2013 GroupM Knowledge - CIC White Paper on Travel

2 © 2013 GroupM Knowledge | CIC

Preface

Tourism revenues in China are expected to reach 2.9 trillion yuan in 2013, with a growth of 120% in five years. The rise of Chinese social media becomes the most important booster which drives it into people’s lives— Where to go? How to get there? What are you looking for? What do you want to experience and How you experience it? Travel has become the hottest topic on social media and stimulates modern people’s desire for travel. To those brand managers, it’s a golden opportunity when people are on a journey. Leaving behind familiar environment and escaping the normal pace of life, people set out a journey in a cheerful mood and with a bulge wallet. They search for all sorts of possibilities to broaden their life experience, which is a perfect opportunity for brand to communicate and build up relationship with them. We look into the business opportunity in travel through 29.6 million travel-related posts and over 10 thousand travel enthusiasts. From travelers’ perspectives, thinking about their concerns, a brand can provide valuable service and unique product to them. Not only in travel category, almost all brands can use it to build their brand experience via such a great opportunity.


Chapter I Travel Industry Overview P 6 - 10

Chapter II Consumer Insight & Case Study P 11 - 61


Research Methodology

• Based on the deep analysis of Chinese online travel category from GroupM and CIC, this collaborative IWOM

White Paper on the Travel Industry gives an overview of China’s travel market (from social media perspectives),

along with a focus on key consumer segments, online platforms and hot topics related to the travel industry.

• CIC monitored and collected travel- related content across China’s mainstream social media with its developed

advanced text mining technology and unique analysis model. Besides, with CIC’s rich experience on IWOM

research, the professional research consultant team analyzed millions of buzz related with travel then made a

focused research on the travel-related vertical web, BBS, travel review sites and Sina Weibo.

Data Source

• GroupM Knowledge provided macro travel industry data and trend analysis.

• All social data was collected from the CIC Travel Panel.

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tho

do

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Source: CIC Travel Panel Data, June 2012 – May 2013

BBS & Review Sites

Travel Verticals / BBS

• 8264.com (户外资料网)

• Mafengwo (蚂蜂窝)

• Qyer (穷游网)

• Flyertea (飞客茶馆)

• Sina Tour Forum (新浪旅游论坛)

• More…

Review Sites

• Ctrip (携程旅行网)

• Elong (艺龙旅行网)

• Lvping (驴评网)

• Tuniu (途牛旅游论坛)

• Uzai (悠哉旅游社区)

• More…

29,591,861 Posts Sina Weibo

1,511,284 Tweets

• Travel Industry

• Business Travel

• Luxury Shopping Travel

• Self-driving Travel

• Package Tour

• Backpacking

• More…

Data C

olle

ction


Chapter I Travel Industry Overview P 6 - 10

Travel Industry Trend

Social Media Landscape of Travel Industry

Travel Buzz Volume Seasonality


0

500

1,000

1,500

2,000

2,500

3,000

2009 2010 2011 2012e 2013e

Revenue of China’s International and Domestic Travel Industry, 2009 - 2013

For 5 Years China Tourism Revenue Has Increased by 120%

Chinese international and domestic tourism revenue is expected to be nearly 3,000 billion yuan for the year 2013.

E-travel showed strong momentum of development, with five years of over 20% growth.

Source: China Commerce Year Book Note: Tourism revenues including the tourists’ necessary expenditures occurred in tourism (e.g. transportation, accommodation fees, tour fees) and the probable consumption expenditures (e.g. telecommunication, health care, repair costs, consulting fees and shopping costs).

Unit: Billion RMB

27.0%

53.7%

38.5%

31.6% 27.2%

0

50

100

150

200

250

2009 2010 2011 2012e 2013e

Evolution of China e-Travel Market Size 2009 - 2013

Evolution of China e-Travel Market Size Growth Rate Unit: Billion RMB

Source: iResearch


Mobile Social Joined Social Media Landscape

Aside from the original

platform segmentation by

functionality, Mobile Social

(i.e. WeChat, APPs) has

emerged as a new driving

force changing the

landscape of the industry.

Note: Bubble size represents the buzz volume

Search & Booking Sites Primarily: Provide 3rd-party Search & Booking

Travel e-Commerce Sites Sales of Tourism Products

Travel Review Sites Provide Detailed Travel Reviews

Lifestyle Sites Share Life Experience

Vertical Travel Sites Share Travel Guide / Travel Tips/ Travel Experience

Wechat & Travel Related Apps

Execute CRM / Booking / Marketing


Tomb-sweeping Day Holiday Triggered A Buzz Peak

Travel industry buzz saw buzz seasonality, climbing in summer (from August) and remaining high until next January

(CNY). In addition, the temporary holiday policy (e.g. Tomb-sweeping Day) showed obvious effects to trigger netizens’

talks on travel planning.


0

900,000

1,800,000

2,700,000

3,600,000

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Travel Buzz Volume Trend Jun 2012 - May 2013

2012暑假加拿大温哥华+落基山国家公园亲子自驾游 // Self-

driving summer vacation in Canada (Link)

〓〓12年国庆越南越美之奢华不贵〓〓美奈romana、anatara、大

叻mandara、dalat palace详细多图更新完毕 // National Holiday

travel in Vietnam (Link)

2012圣诞20天美国之旅--纽约、费城、华盛顿、波士顿、洛杉

矶、拉斯维加斯、夏威夷 // Christmas 20-day tour in U.S.A (Link)

京迹结伴 2013【春节】初一到初六；湘西明珠【张家界】【凤凰

古城】【黄龙洞】【芙蓉镇】逍遥行、感受峡谷奇观与苗寨风

情！ // 2013 Chinese New Year Holiday travel in Hunan (Link)

【指南针和尚队】清明节☆ 黔东南☆ “西江千户苗寨”“肇兴侗

寨”“加榜梯田”“小黄侗寨”“郎德上寨‘”黄果树瀑布“看民

俗，赏油菜花，摄影游！ // Tomb-sweeping Day Holiday Travel in

Guizhou (Link)

Sample Posts

Unit: Post

Summer Vacation / National Day Holiday

Christmas Day / Chinese New Year Holiday

Tomb-sweeping Day Holiday

http://www.liba.com/t_33_7188206_1.htm

http://bbs.lvye.cn/thread-601385-1-1.html

http://bbs.55bbs.com/thread-8576058-1-1.html




Temporary Holiday Effect of Tomb-sweeping Day


1. Turn 3 into 8 days – Long Vacation Tips

【清明拼假带动国内长线游机票价走高趁早订】对许多旅行爱好者来说，清明节3天小长假像鸡肋，不过，今年清明的法定放假安排出来后，网上开始热议请假方案，只需要请3天假，就能有8天的连续休息时间。今年清明旅游预订人数比去年同期多了50%，国内长线三亚、丽江(机票)和厦门(机票)仍是最大热门。 // Long vacation trips leverage the long trip for Tomb-sweeping Day holiday (Link)

—— 旅游欣闻

2. Discussion on Travel Planning – Hot Vacation Discussion in Tomb-sweeping Day Holiday

懒洋洋，没买到火车票，你们还有渠道买到火车

票么？ // Do you have any other way to buy the

train ticket?

火车票了,去程,北京到扬州, Z30车次,06车,20,上. //

Train Number Z30, Carriage 06, let’s go.

票已取等待出发 // I’ve got the ticker and ready to

go. (Link)

Netizens’ Replies

View: 259,073 Reply: 21,721

http://weibo.com/3241754355/zp4QLi6cS



Travel Consumer Insight & Case Study P 11 - 61

Chapter II

Low Buzz High Buzz

Self-driving Travelers

Luxury Shopping Travelers

Package Tourists

Backpackers Business Travelers

Consumer Social Networking Passion Index


Willingness to spend more time

Consumers Travel Perception Matrix

Different travelers reflected various psychological needs and perceptions on Time and Money.

Business Travelers


Self-driving Travelers Package Tourists

Backpackers

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e.g. 现在才发现让女人带着信用卡出差是多么可怕。在芝加哥仅剩的一天时间里疯狂购物，把Ralph Lauren 的售货员都吓着了。差一点又买了Swan的项链，忍住逃出商店。Barberry都没时间进去看一眼。babana的衬衣好便宜，一下买了4件。再呆一天，估计老公就该哭了。 // I bought so many things in one day when I was on the business travel (Link)

e.g. 10日西欧之旅，去左法国，瑞士，意大利和“城中之国”梵帝刚共4个国家，好玩！！收获左一只紫色chanel包，一副prada墨镜（我稳左好耐的），一对地图鞋开心~想买的都买到了，除左只钱包~转个眼就比人买左！不过都够啦// I was so happy that I bought Chanel bag and Prada sunglasses in the 10-day western Europe tour (Link)

e.g. 出来第十天，在丽江经历的二十多年来最特别的一周，疲惫却快乐充实，经历没有吃住，各种身体上的不适应在今天出发去大理，背上四十多斤的背包，累得要死了，幸运的在二点搭上了一藏族朋友泥玛格桑（阿龙）的车！第四次徒步打车成功……谢谢善良美丽的各地朋友,（阿龙请我们的啤酒和营养快线）// It's already been 10 days, I had the most special week in Lijiang , tired but happy (Link)

e.g. 孩子的跆拳道老师从年三十就自驾出去玩，一路上郑州，武汉，长沙，阳朔，桂林，柳州，贵阳，重庆，西安，至今还没回程的意思。。。真会玩儿！年轻的自由职业者真好！有钱有闲有精力！ // My child’s teacher was so rich and leisure that he didn’t return from his self-driving tour (Link)

e.g.跟团固然好交了钱到日子跟着走 but每个景点最多停留2H 每天早起撅着屁股就走累得和狗是的车上度过的时间加起来比玩的多三倍自由行固然好比团贵一些了不过自然什么都听自己累了可以不去想玩几点都ok 第一次觉得去台湾比出国要准备的都多= =我一直认为能说国语的地方都是很容易就能去的啊 // Package tour was light-hearted and cheaper than individual travel (Link)

http://weibo.com/2961914260/z3CMra35E

http://weibo.com/1792678233/y3LsK4Xm5

http://weibo.com/2574941024/z3kqa9MCS

http://weibo.com/1403461060/zkc1stHby

http://weibo.com/1272342713/zqUPJ2pPf


Business Travelers


Self-driving Travelers

Package Travelers

Backpackers

The Pragmatist Value-oriented

The Magician Transformer, be at other place, long for dynamic change

The Trend Setter Gaining attention, importance and recognition

The Connoisseur Astute Discriminating In-the-Know

The Hero Where there’s a will, there’s a way

The Outlaw Rules are made to be broken

The Sage The truth will set you free

Explorers Don’t fence me in

The Care Taker/Giver Love your neighbor as yourself

Everyman Ease and comfort The fun-seeker You only live once The lay-back We are young and free

The Personality Prototypes of Travelers

We matched these consumer segments with Carl Jung’s personality prototypes, based on their social media

behavior to understand their inner image and motivations.

Willingness to spend more time

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Business Travelers


Geographical Distribution

Top 5 Cities

Base: 2,290

Business Travelers Lifestyle and Profile Preview

Note: Identified by social active business travelers’ tags Source: CIC Weibo tracking, random sampling of tag with business travel (API data access of followers profiles)

They are Business Driven,

Hotel and Airline Frequent Travelers

“Mad Overtime Workaholics”

They focus on Timeliness, Comfort and Health

When they have a day off , they prefer “Zhai” at homes,

but some also take positive rest “Charge the Battery”

Consumer Insight:

• 90s travelers likely to read Military and Sports

Magazines

• 80s travelers likely to read Finance Magazine

• 70s travelers prefer to watch Finance News on TV

Beijing 20.3%

Shanghai 16.0%

Guangzhou 8.2%

Hangzhou 4.0%

Shenzhen 3.7%

1st-tier Cities 44.5%

2nd-tier Cities 30.8%

3rd-tier Cities 7.6%

“Who” are they?

9 : 35 : 1

Base: 580

Higher Education

66% Male vs. Female

1.3 : 1 Base: 2,290

vs. vs.

Base: 970

90s 80s 70s


Snapshot of Typical Business Traveler

e.g. 连续的出差非常消耗体力，途中争分夺秒的看书也似乎毫无休整的机会，今天大堆的邮件的处理又占用了大半天的时间，接下来必须好好休息，明天跑个5公里 // I’ll take a 5-km jog tomorrow! (Link)

Fitness

e.g. 回到宿舍已经半夜，无休止的加班、加班、加班……每天几乎重复的工作，却层出不穷、花样翻新的问题，感觉自己像救火队员，疲于奔命……从未感觉到的累，我只能安慰自己这是菜鸟成长的必经之路吧我在:Tudor Lawns // Overtime is endless for me. (Link)

Overtime

e.g. 老婆给收拾的行李，又要开始

无止境的出差 // There is my

luggage packed by my wife . My

business travel is endless. (Link)

e.g. 因为出差飞机晚点每次都不能准时回来火锅趴！怎么我们这么惨，才上班不到一年Hilton已经冲金卡，SPG下个月就升platinum。我在: 5th Ave // We became the Hilton HHonors gold card member in 1 year for business travel. (Link)

Busy on Business Travel Hotel and Airlines Frequent Traveler

e.g. 学习精神自我表扬，出差回来

直奔图书馆，下班时间接伢回家过

六一。麻个家庭日，想想哪里去玩

// I’m so proud of my learning

attitude! (Link)

e.g. 好不容易出差回来了，能躺在自己家的床上真是幸福呀，要睡了，既然不能改变，那就把不愉快的事都忘掉，女人要对自己好一点。晚安啦各位 // The happiest thing is having a sleep in my own bed. (Link)

Learning (“Charge the Battery”) “Zhai” at Home

http://weibo.com/1880576095/zzpzJ4I3n

http://weibo.com/2747877943/zrBpDAfIT

http://weibo.com/1792253755/z3FQeviWx

http://weibo.com/1770504480/zzcU47YRW

http://weibo.com/1704838672/zzfIPwdPR

http://weibo.com/1975901704/y6RF1Embd


Business Travelers Online Hot Topic Snapshot

Note: Block size represents the buzz volume Source: CIC Travel Panel Data, June 2012 – May 2013

e.g. 最近要去日本出差，有什么值得购买的吗？ // What is worth buying while in Japan (Link)

Shopping

e.g. 东方商旅Les Suites Orient.浦江畔真正的Boutique Hotel.121116.很满意 // Boutique Hotel – Les Suites Orient (Link)

Hospitality

Business Travel Credit Card

e.g. 这些年出差途中的美景（宁夏、新疆、广西、江西、浙江、深圳、厦门） // The beautiful landscapes of the business travel in these years (Link)

Local Experience

Transportation

e.g. 最佳商旅羊毛信用卡评选征集候选信用卡 // A campaign for the best business travel credit card (Link)

e.g. 上海到济南900多公里，空铁大战最精彩：（一）出差去的时候坐高铁，因机票五六百多，加上基建燃油就是七百多了，不划算（二）回来做飞机，提前买票，加起来不到400（三）济南高铁站和机场，到市区交通都不方便。而浦东机场也离主城区较远，除非坐磁悬浮（四）空铁大战比价格比时间，比城市的交通接驳 // From Shanghai to Jinan: 900km transportation battle (Link)

http://club.pchome.net/thread_1_48_7548674__.html

http://www.flyertea.com/thread-137726-1-1.html

http://bbs.8264.com/thread-1577249-1-1.html


http://weibo.com/1066080923/zzQDR1gV5


Business Travelers’ Airlines Brand Buzz Ranking

China Eastern Airlines owned the most buzz and Air Asia ranked second for its active promotions and considerate

services.


59,536 51,520 47,044 40,622

12,185

10,503 10,040 9,894 8,033 5,282

Air Asia China Southern Air China Eastern Airlines Air China Hainan Airlines

Cathay Pacific Singapore Airlines Dragonair Delta Airlines Shanghai Airlines


Key Airlines Attributes for Business Travelers


Implication: It’s observed that complaints from travelers and replies from airlines are the most important

content for brand buzz on social media. Airlines should provide flight records and the delay possibility in time to attract travelers, and travelers could make a schedule to meet the uncertain situations conveniently.

Brand Reputation (incl. Punctuality, Services, Facilities, etc)

Basic Needs (Must have)

Sophisticated Needs (Nice to have)

More Mentions Less Mentions

e.g. 我用春秋航空公司，往返机票价格是一共26,000日元左右，非常便宜 // The ticket price of Spring Airlines was cheap (Link)

Ticket Price

e.g. 北京出差结束，回家咯，我爱妈妈，今天东航没误点，赞 // The flight of China Eastern Air was punctual (Link)

e.g. 计划4:00上海—北京，上午通知航班取消，改成3:00，在飞机上等了5个多小时，起飞时间还遥遥无期，果断取消出差计划 // I cancelled my business travel for the unreliable flight time (Link)

e.g. 海航VVIP卡入手一看累计里程都快1W了，国航知音和东方万里行啥时候能升个金呢// I’m the VVIP of Hainan Airlines (Link)

Loyalty Program / Membership

Flight Time

http://weibo.com/2024227487/z1nT7Baz1

http://weibo.com/1871534342/ynAni6kXo

http://weibo.com/1162777245/zD60leo68

http://weibo.com/1952839083/zD30c8k16


Business Travelers’ Hotels Brand Buzz Ranking

Most buzz came from review sites (e.g. Ctrip). Economic / budget hotels received more buzz than luxury hotels.

1,542 1,273 945 932 578

838 719 704 668 264

Hanting Inns & Hotels Home Inn Holiday Inn Ramada Hotels Ibis Hotels

Sheraton Hotels Crowne Plaza Hotels Hilton Hotels InterContinental Hotels Westin Hotels


Eco

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/

Luxu

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Key Hotels Attributes for Business Travelers


Insight: Since the company often covers of business trip expenses, business travelers are not personally

concerned about expenses. They usually comment briefly on the key attributes which are set by online travel agencies. Brands should pay more attention to the services of these key attributes.

More Mentions (Highest: 6,480)

Less Mentions (Lowest: 634)

Basic Needs (Must have)

Deep Needs (Nice to have)

e.g. 五角场位置，中环表较方便，附近有万达广场，晚上可以逛一下 // The hotel location was convenient (Link)

e.g. 宾馆前台有很多免费的英德双语旅游资料和慕尼黑地图提供给游客 // There were many local maps on the reception desk of the hotel (Link)

e.g. 非常喜欢6楼的早餐，是住过的5星吃的最舒服的一次 // That’s the best 5-star hotel breakfast I have ever had (Link)

e.g. 说说这几天出差分别住了PCR,SPG和Hilton的升级情况 // The upgrade of SPG and HHonors in my business travel (Link)

e.g. 职员的素质好，服务一流 // The level of service was very good (Link)

e.g. 房间很干净，性价比很高，下次还会入住 // The room was neat and tidy, value for money (Link)

e.g. 住这个酒店简直就是一个享受，什么服务都很到位 // The hotel environment was fantastic (Link)

e.g. 泳池非常赞，服务也好 // Very, very good! nice swimming pool, perfect service! Thanks a lot! (Link)

Location

Facilities

Local Info.

Loyalty Program

Staff Service

Environment

Amenities

Food & Beverage

http://hotels.ctrip.com/hotel/dianping/57672_p10t0.html

http://bbs.beibaotu.com/thread-1191483-1-1.html




http://hotels.ctrip.com/hotel/dianping/374477.html




Case Study: Hanting Social CRM via WeChat

Hanting CRM System

1. Obtain Users’ Contacts

1

2 2. Activate the Membership Card

3. Link to Booking System


Insight: Hotel and Airlines Brands can use Wechat in marketing communication and CRM. By incorporating

Tencent, brands can develop customized functionality within their WeChat platform.

Wechat


Online Feedback from Hanting Consumers

I booked my hotels via Wechat, and finally I chose Hanting Inns & Hotels as our travel destination for

its better services on Wechat than 7 Days Inn’s and others’. Now, we are playing in Ge Garden in

Yangzhou. Great! // 到达扬州，感谢打的拼车宝顺风兄弟的接待和赠书，我也回赠玩转微信。扬州果然是旅游城市，通过

微信各种订房都基本爆满，可以看出体验汉庭最好，7天最不理想。订酒店微信号也不错。汉庭服务最周到，最后也是订了汉

庭的房间。现在全家在个园游玩，环境很好。就是人实在太多！ (Link) —— 管鹏

View: 25,454 Reply: 140


哈哈~十一都去拼房吧! // Let’s book on Oct!

大家一起去拼哈~~~ // Yeah! Go, go, go!

这次去新昌就定这个宾馆了 // I’ll book

Hanting in Xinchang this time! (Link)

Netizens’ Replies

Implication: Mobile is the only media which can be used throughout the consumption process. The real

value of a good mobile strategy is supposed to optimize the consumption experience and transfer online fans to offline consumers.

http://weibo.com/1649413742/zuyyo1MGv

http://bbs.meishi.qq.com/thread-622272-2-1.html


Implications for Brand Marketing

1. The personality prototype of the business travelers is reflected as the Pragmatist, concerning the objective value of products and services. They valued the achievable experience, rather than promising ideas. As a result, brands should take practical communication strategy in a real way, especially avoid exaggerations.

2. As frequent travelers, the group usually gives their comments about hotels and airlines on review sites. They are used to reviewing key attributes which are set by online travel agencies. To improve the sentiment of online feedback, brands should pay more attention to the services related to these key attributes.


Self-Driving Travelers



Top 5 Cities

Base: 2,505

Self-driving Travelers Lifestyle and Profile Preview

They are “Car Enthusiasts”, have strong

emotional bonds with their cars

Normally, they would take part in some Car Club and

Offline Gatherings frequently

They are pursuing an outgoing & positive lifestyle and are

more likely to love Sports and Photography

Consumer Insight:

• They are also likely to learn information related the

car from automobile dealers

Note: Identified by social active Self-driving travelers’ tags Source: CIC Weibo tracking, random sampling of tag with Self-driving travel (API data access of followers profiles)

Beijing 22.1%

Shanghai 18.4%

Guangzhou 17.5%

Shenzhen 4.0%

Chengdu 3.0%




1 : 16 : 2

Base: 945

Higher Education

42% Male vs. Female

3 : 1 Base: 2,505

vs. vs.

Base: 235

90s 80s 70s

“Who” are they?


Typical Self-driving Travelers’ Emotional Bonding with Cars

Source: CIC Weibo tracking, random sampling of tag with Self-driving travel (API data access of followers profiles)

e.g. 国产320 i短轴时尚版作业贴凶猛来袭。

生命不止，奋斗不息，宝马这辈子必须要买

一台。正面45度，帅气；正面，爱它爱的无

法自拔；天使眼，犀利啊。太犀利了；最后

钥匙认证，必备的啦，女朋友送的钥匙挂

件，嘿嘿 // BMW 320i is a great car.

Everything from the headlights to the key is

well designed. Must have! (Link)

—— 饼子又师太了

e.g. 我的宝贝车车和520有缘分，所以今天就算是它的生日啦～为了感谢它不辞辛苦载着我和家人们到处游玩，下午给它做了全面保养。与车相处就和朋友之道一样，你平日悉心爱护，它就默默相伴决不会给你添麻烦~！ // Our car is like a part of our family. We take good care of it so that it is always ready to hit the road (Link) —— 思墨思墨

e.g. 我的白马儿，赶紧吃的饱饱的，明天你

的主人宝马哥，也是我最爱的那个男人，将

要开着你载着我们一起出发旅游，你要给力

啊！ // We love our BMW! We are taking it on

our trip tomorrow (Link)

—— 断翅蝴蝶-123

Nickname the Car Personify the Car Compliment via “Homework”

霸道

普拉多

爱母鸡

懒汉

汉兰达

Highlander

Prado

苦瓜翼虎

Kuga

奔驰 AMG

嘉年华

Fiesta

小嘉 Volvo

窝窝沃尔沃

白马宝马

BMW

丰田

福特

http://weibo.com/3220589742/zCBs48wFv

http://weibo.com/1970344221/yk9s2ifH0

http://weibo.com/1939606990/yEpa8xjvc


Self-driving Travelers Online Hot Topic Snapshot


Car Rental Photography Car Club Event & Team Activities

Car Driving Joy & Maintenance

e.g. 15天四人西班牙十三城池金秋自驾游 // 15-day, 4 people and 13 cities of my self-driving in Spain (Link)

Journey Experience

e.g. [西藏] 6.8日约几位驴友走川藏南线318去拉萨看看 // Offline gathering to meet travel companions for trip to Tibet (Link)

e.g. 肯定选丰田，我自驾去过西藏，丰田越野是当地的街车，到处都是，其他品牌极少，当地人叫丰田为牛头，所以丰田车在西藏保有量极高，出了问题也好找配件和维修。路虎车电子设备较多，比较娇气，出了问题维修配件都是问题 // Toyota maintenance in Tibet is the most convenient (Link)

e.g. 预定车型是BMW 3er，结果免费升级成了BMW X1 xDrive，手动四驱柴油版，带idrive系统及导航，提车时公里数不超过9000公里。// We rented the BMW X1 in Amsterdam (Link)

e.g. 端午节三天和三位老师自驾游去河北沽源行摄~三天的收货丰丰~ 连续两天的极好天气给摄影带来了极大的帮助，从老师哪里又学到的很多东西 // Three-day self-driving to Hebei. Perfect weather for photography(Link)



http://zhidao.baidu.com/question/524581253.html

http://www.mafengwo.cn/i/1108946.html



Self-driving Travelers’ Automobiles Brand Buzz Ranking

Toyota and Mazda are recognized for their ‘value-for-money’ and low maintenance costs. Mercedes-Benz and BMW

are more likely to satisfy the self-driving travelers’ sense of driving in comfort and safety; while domestic cars are

relatively weak in self-driving buzz.

4,986 4,017 2,889 2,275 2,184

2,074 1,641 1,272 958 824

BMW

Buick Ford

Mercedes-Benz

Lexus

Toyota

Volvo Audi

Jeep Mazda



The Key Motivations for Self-driving Travelers


Making Friends

e.g. #就爱自驾游# 很早以前就梦想着，有朝一日去自由的旅行，放飞梦想，解放心灵 // I love self-driving travel, I love freedom (Link)

Family Glee

Freedom

Enjoy the Journey

e.g. 2012国庆一家三口内蒙赤峰克旗四日自驾游 // Family travel to Inner Mongolia on National’s Day (Link)

e.g. 2013年3月22日-4月3日荷比卢+德(or法) 自驾征2同游 // Recruiting two mates to travel to Netherland, Germany and France (Link)

e.g. 自驾游就是好，看到美丽的风景随时可以停下来 // I can enjoy the journey on the self-driving travel (Link)

Insight: The timing of overseas

road trips is directly related to price discounts offered by airlines. Middle-aged people prefer sharing their experience of the self-driving trip.

http://weibo.com/2461943842/z6Yd8hLic

http://bbs.fengniao.com/forum/2718783.html

http://bbs.qyer.com/thread-744577-1.html

http://weibo.com/1796729555/zumYhEzlQ


1. The personality prototype of the self-driving travelers is connected to the Explorers or Care Taker/Giver. Explorers keep their mind independent to explore life. Guardians are always ready to help others with family responsibilities. As a result, family gatherings could be a good touch point for self-driving brand marketing. Auto brands could incorporate travel as a theme in their promotions strategy.

2. As car enthusiasts, the group is interested in the discussion of the car driving joy and maintenance, as well as car rental services. Toyotas are popular due to their ‘value-for-money’ and convenience to maintain. Mercedes-Benz is the first choice of high-level drivers thanks to its driving comfort and safety. In addition, automobile dealers are their main source to get automobile related information.



Package Tourists



Top 5 Cities

Base: 1,248

Package Tourists Lifestyle and Profile Preview

Note: Identified social active netizens by mentioned package tour Source: CIC Weibo tracking, random sampling of tweeting in package tour (API data access of followers profiles)

Beijing 9.1%

Shanghai 10.8%

Guangzhou 8.9%

Shenzhen 4.3%

Chengdu 4.2% Most are Less Experienced Tourists

Female Oriented

Intention to Save Trouble

They have Less Time or Limited Knowledge to

plan the trip by themselves.

They would rather play safe

and choose One-stop services provided by professional

agency.




“Who” are they?

16 : 46 : 1

Male vs. Female

1 : 7.7 Base: 1,248

vs. vs.

Base: 187

90s 80s 70s


例：跟团省心，从头到尾都给你安排好，玩

得也不累，报个团费高点的不怕，这样服务

特好，还没什么购物，我们团就十几个人包

的快艇出海，还给我们准备的冰镇饮料新鲜

水果切好，挺不错的// For a package tour,

we don’t need make detailed plans by

ourselves. Everything relied on the tour and

everything went well. (Link)

—— 李翊-太立德仁

Make no detailed plans Focus on the Services Lack the Travel Experience

e.g. 07.7月跟团去的武夷山，当时胆子小，

没经验，所以才定了春秋国旅，和当地导游

混熟了，人家还特地邮寄了门票给我，虽然

我已不记得他的长相了！// I joined a SPRING

INTERNATIONAL package tour to Wuyi

Mountain in July because I lack travel

experience and was a little afraid. (Link)

—— 随心随缘随便随意

e.g. 我喜欢跟团我比较懒去陌生地方人生

地不熟语言方言有听不懂的我就喜欢跟团

第一吃的地方不用找第二住的地方也解决

了第三不用自己找玩的地方的位置等第二

次去我就自己自驾游了。// The first time I

travel somewhere I prefer package tour while

the second time I’ll choose a self-driving trip.

(Link)

—— 翼鑫小窝

旅行社

自费项目

Sites’ tickets

Safety

Travel Agency

导游 Tourist Guide

Travel Bus Optional Expenses

购物点

团友

方便

全程服务 One-stop services

Snapshot of Typical Package Tourists

Source: CIC Weibo tracking, random sampling of tweeting in backpacking (API data access of followers profiles)

http://weibo.com/1667963460/y2Rcv9fgB

http://weibo.com/1094547637/z26TEywo8

http://weibo.com/1900165695/zz4cE2w1V


Package Tourists Online Hot Topic Snapshot


e.g. 跟团旅游最大的收货就是认识了很可爱的couple团友~一路好多欢乐~ // I feel so happy to have made so many friends on my package tour (Link)

Group Members & Activities

e.g. 太坑爹了！XX知名旅行社游香港！各种陷阱各种欺诈！去香港血拼的大侠注意咯~ // The irritating package tour experience in Hong Kong (Link)

Travel Agency Services

e.g. 连日来的周车劳顿，起早贪黑，项目太多，比上班还累，再也不跟团游了// I was exhausted for the intensive tour (Link)

Group Items

e.g. 结束十二天的意瑞法之行，自由行式跟团心得分享，旅行攻略与shopping共存哦 // 10-day France, Italy and Switzerland package tour (Link)

Tour Experience & Tips

http://weibo.com/2976166011/zCVnPluDn

http://www.91town.com/thread-1244759641-1-1.html




13,321 10,059

1,652 1,313 1,205

8,930 5,775

1,393 655 549

Package Travel Agencies (incl. Online) Buzz Ranking

Ctrip saw the most mentions among the online travel vendors. CYTS and CTS received the most popularity of the

traditional agencies.


Ctrip

HKCTS CCT CTS CITS CYTS

Elong Qunar Uzai Tuniu

On

line

Trav

el

Site

s Tr

avel

A

gen

cies


10,014 8,166 7,656 5,027 4,800

3,986 3,064 2,550 2,083 1,527

Due to the limitation of visa policies, package tours became the main choice for overseas travel. Consistent with the

rank of buzz volume, Thailand and Hong Kong have the largest number of overseas tourists among foreign countries &

Hong Kong, Macao, Taiwan.

Taiwan Korea Thailand Hong Kong Japan

Italy France Greece USA Singapore

Hot Buzzed Destination for Package Tour



Movie <Lost in Thailand> — Promotion of The Tour to Thailand

Thanks to the high awareness and box office success of the movie “Lost On Journey”, Thailand has become the

hottest destination on social media.

Implication: Offline emotional intensity of destinations was reflect by hot online content. Travel agencies

could launch corresponding travel lines to attract consumers.

例：人再囧途之泰囧--我的泰国之旅（曼谷、芭堤

雅）5天跟团游 —— 辞职在家宅了好久，姑妈跟我

说你快长虫了，和我去泰国玩儿一圈晒晒太阳吧！于

是，仓促的整装待发，交好团费3000大洋，准备登机

赴我的泰国之旅// Thailand, I’m coming, my own

edition of the movie <Lost in Thailand>! (Link)

—— 因忧而自省

例：泰国游记 —— 考虑到2012年我们过得辛苦而劳

累，有考虑到《泰囧》对我们的诱惑，于是我和老公

毅然决然地于2月3日跟团出游到了泰国，直到2月8日

除夕前一天才回到家。即使是短短四天，依然过得丰

富多彩，见识颇多。// Effected by the movie <Lost in

Thailand>, my husband and I began a package tour to

Thailand. In four days on journey, we experienced such

a lot of things! (Link)

—— 小贝蛋儿


http://weibo.com/1192751524/zaW3uEQJo

http://weibo.com/1027054845/zjBrZcpkT


The Key Motivations for Package Tourists


e.g. 蓝色土耳其金秋十月十日游 —— 总的来说，此次跟团的性价比还挺高 // High value for money travel to Turkey on National’s Day (Link)

Value for Money

Companion with the Family

(esp. Elders and Kids)

Convenience and Safety

e.g. 9月20重庆出发去西藏拉萨求同行 —— 第一次进藏不熟，所以跟团方便安全点 // Convenient and safe package tour to Tibet on 20th Sep 2013 (Link)

Insight: Package tourists showed more

concerns on the cost, safety and companion with family.

e.g. 一家人跟团出游，老爸显然情绪甚好，一路唱着歌、喊着山，别提多happy了。只要爸开心，妈就开心。看着他俩开心，我和妹就开心！晚餐甚丰盛，妹请。泡温泉太耗体力，瞌睡了，各位，晚安 // Our family enjoyed a pleasant package tour (Link)


http://bbs.tianya.cn/post-833-9437-1.shtml

http://weibo.com/1627177037/y2B1r0Csz



1. The personality prototype of the package tourist is the Everyman, who enjoys the easy life and seeks a certain comfort travel. Meanwhile they are impressionable by the current hot topics on social media. As a result, brands should combine the brand attributes with the current trends in order to deepen the brand impression and broaden brand impact.

2. Since the group lacks travel experience , they valued the agency’s reputation and would like to comment about its services. In the first quarter of 2013, Thailand and Hong Kong have the largest number of the overseas tourists among foreign countries & Hong Kong, Macao and Taiwan, which is consistent with the rank of online buzz volume.





Top 5 Cities

Base: 2,103




They are mainly located in the 1st-tier cities, most of

them are Young ladies following Trendy style.

They mark themselves as “Shopaholic”, and

Fashion Daren”, they get used to “Street

Snapshot ”& “Self-shot ” habit.

Meanwhile, they also love Overseas Purchase and

shopping on Taobao, they like various luxury brands,

and tagged favorable brand names on their Weibo

Consumer Insight:

• It’s observed that females also played an important

role in male’s purchase decisions when it comes to

luxury shopping.

Note: Identified social active netizens by mentioned luxury shopping travel Source: CIC Weibo tracking, random sampling of tweeting in luxury shopping travel (API data access of followers profiles)

Luxury Shopping Traveler Lifestyle and Profile Preview

Beijing 22.1%

Shanghai 18.4%

Guangzhou 17.5%

Shenzhen 4.0%

Chengdu 3.0%

“Who” are they?

93 : 291 : 1

Male vs. Female

1 : 2.9 Base: 2,103

vs. vs.

Base: 385

90s 80s 70s


Snapshot of Typical Luxury Shopping Traveler

Source: CIC Weibo tracking, random sampling of tweeting in luxury shopping travel (API data access of followers profiles)

Love Street Snapshot ‘Shai’ the Luxuries

e.g. 晒宝贝啰 Chanel黑色金链gst 中号樱花

粉Dior 购物袋 LV Epi 象牙白中号 Gucci2013

大火湖水蓝流苏包 Tod's 男款小牛皮豆豆鞋

Repetto 小羊皮宝蓝色平底鞋 // ‘Shai’ my

tropies: Chanel Black gold chain, Dior shopping

bag, LV EPI, Gucci blue bag, etc. (Link)

—— 盼盼Cheap

e.g. 法国巴黎的巴黎春天LV橱窗好美！// It’s

amazing for LV shop window in Paris PPR.

(Link)

—— 双鱼辣妈

e.g. 真是爱死Hermes了！！！！这种橘色真

让人陶醉～ // I love Hermès so much! (Link)

—— 你潼哥

Tag Favorable Brands on Weibo

购物狂

血拼

奢侈品控淘宝

BALENCIAGA

HERMÈS

海淘 CÈLINE

GIVENCHY

英伦风 LV

VERSACE

代购

GUCCI 欧美范儿

CHANEL

BV Vintageous迷

TIFFANY 时尚达人

http://weibo.com/3214767881/zp1sSoOgL

http://weibo.com/2688389211/yyqtBdm20

http://weibo.com/1768278862/xEV1CBVON


32,941 15,934

9,610 8,389 6,642

6,429 5,979 4,268 3,555 3,141

Hot Buzzed Destination for Overseas Shopping Trips

Hong Kong remained the most buzzed luxury shopping destination, known as the “the shopping heaven”. While

Bangkok, Singapore, Dubai were the new destinations in top 10 cities for shopping trips this year.

Bangkok, Thailand Paris, France Hong Kong, China Singapore Rome, Italy

Seoul, Korea New York, U.S.A Dubai, UAE Tokyo, Japan London, UK



3,727 1,850 1,481 1,379 1,332

1,252 1,223 1,062 951 801

Luxury Brands & Categories Buzz Ranking

“Big Brands” remained the popular in overseas shopping buzz. Leathers goods is the most buzzed category.


31.6% 29.0% 11.8% 7.5% 7.2% 5.9% 4.4% 2.6%

Leather Goods Ready-to-wear Cosmetics Accessories Watches Alcohol Shoes Jewelry

Hermès

Chanel Prada Louis Vuitton Tiffany Gucci

Coach Dior Burberry Cartier


The Key Motivations for Purchase Intention of Overseas Luxuries


e.g. 到纽约购物，不懂英文没有问题，第五大道几乎每一家奢侈品店都有中文服务 // That’s no problem that you don’t speak English fluently because almost every luxury store provide China-style services on the 5th Ave. (Link) —— 小鸟与老鹰的美丽家园

e.g. 对比下来，刷银联卡是最划算的，直接按当天汇率折算人民币消费了 // Shopping with Union pay is the fastest and cheapest way to shop overseas. (Link) —— 懒猫先生

China-style services

Tax Rebate

Union Pay

Exclusivity e.g. 因为退税太他妈的麻烦了！排队比买球票还难！ // The tax rebate process is too complicated. (Link) —— 朝阳木仁

e.g.这次金没怎么买，因为家里很多，老公给我买了周大福的限量版的维尼熊，大陆都没有的说！周生生仅有版权的HELLO KITTY ，还有一条金手链// My husband brought me a limited edition of Winnie-the-Pooh and Hello Kitty Gold chain in HK. (Link) —— 秋之舞521

Implication: For brands, the limited

products, which only sold in domestic shops, could be introduced in order to improve the outflow of overseas shopping.

http://weibo.com/2482003002/z6Ooje0No


http://weibo.com/2671494411/zxsnHxCQ8

http://bbs.16fan.com/thread-95364-1-1.html


Key Social Media Channels for Overseas Luxury Shopping Information


Social Commerce Sites

Luxury Fashion Verticals

Overseas Purchase Agents

Taobao Fashion Sellers

Fashionistas 纽约购物达人

纽约采购员特特

彩彩酱的店主

呛口小辣椒韩火火

http://weibo.com/sexyblackie?topnav=1&wvr=5&topsug=1


Case Study: Overseas Purchase Pro – Luxury Shopping Guide


@慶兒妹兒: 今天去了十六街的捞面，竟然发现有小香和爱马仕@纽约时尚毛儿 @纽约

购物达人 @俄勒冈七姐最后一个不记得价格啦紫色那个是退回来的，所以很便宜 (Link)

@纽约购物达人: 哇，捞面这么潮了都

Efluencer’s Interaction

@小象的自由天空: 捞面越来越神奇了。。。不过捞面和tjmaxx, marshalls是一家，有人

在tjmaxx买过假lv，这次捞面卖的爱马仕和小香不知如何 //@俄勒冈七姐:右边的这位，

出来旅游么就好好玩，表这样总是刷微博。 //@纽约购物达人:哇，捞面这么潮了都

Efluencer’s Further Exposures

@俄勒冈七姐: 右边的这位，出来旅游么就好好玩，表这样总是刷微博。 // @纽约购物

达人: 哇，捞面这么潮了都

@纽约时尚毛儿: 天啊！！天啊！！！Loehmanns 竟然有Hermes和Chanel？！！！！

Other Efluencers Initiative Involvement

Netizen’s Original Tweet

@NYCvanessa: 乖乖，那家捞面真有空去围观

Arouse the Neizen’s Interest

Organic and Effective Content Distribution

Implication: The Weibo accounts of overseas purchase professionals had a direct impact on netizens’ online

shopping. For brands, hot content on social media could be considered when making communication and marketing strategies.

http://weibo.com/1691465093/xExiqbOJY



1. The personality prototype of luxury shopping travelers is connected to the Magician, Trend Setter and Connoisseur. They have keen observation, keep up with the latest trends and expect changes for a new look. They are eager to be objects of envy and fashion. To meet their demands, brands should be more distinctive and eye-catching.

2. The group would like to show off everything about fashion on social media. Leather goods and ready-to-wear are the most buzzed category. Hong Kong remained the most buzzed luxury shopping destination, while Bangkok, Singapore and Dubai became the new hot destinations on social media. In addition, they follow online overseas purchase professionals as sources of information and shopping guides.


Backpackers



Top 5 Cities

Base: 1,411

They are known as “Backpackers (背包客 )”

They like to experience the Local experiences, and are

passionate for Culture & Nature

Mentally, they are seeking Freedom, act in a more

Independent way, and long to enjoy the process of the

journey. In doing so, they Rediscover the meaning of

life, and their relationship with the world.

Note: Identified by social active backpackers’ tags Source: CIC Weibo tracking, random sampling of tweeting in backpacking (API data access of followers profiles)

Backpackers Lifestyle and Profile Preview

Beijing 15.5%

Shanghai 11.0%

Guangzhou 8.8%

Shenzhen 5.5%

Chengdu 3.8%




“Who” are they?

14 : 25 : 1

Male vs. Female

1.8 : 1 Base: 1,411

vs. vs.

Base: 199

90s 80s 70s


e.g. 我想做一个背包客，一个人、一台相机、

一个帐篷、一些干粮、兜里揣点钱，可能还

有一张你的照片，就这样，放下所有人和物，

谁也不联系，一直在路上，我想自由的生活

// I want to be a backpacker, me myself, a

camera, a tent, some food and cash, and

seeking a life of freedom. (Link)

—— STRIVE_发权

Freedom

Snapshot of Typical Backpackers

Source: CIC Weibo tracking, random sampling of tweeting in backpacking (API data access of followers profiles)

Tag the Lifestyle on Weibo Independence

e.g. 整理好装备，骑上车儿近郊游，又健身

又兜风，放下想不通的事，丢开不好的情

绪，看看青葱的树，逛逛青春的大学，平静

下想些事，少些期许多点淡定，一个人送别

这个假期 // I’d have a city backpacking as my

goodbye to the vacation. (Link)

—— Huandy欢子邹

e.g. #迟到的间隔年# 第30天#子路的疯狂人

生# 明天小样离开敦煌，我知道：自由的可

贵，但我从来没想到她是这样的原因而离

开… 十天之后我也将会离开，老板说：子路

你忙两天，等后面就有义工了…当时心情真

的无以言表！ // My gap year diary - 30th day

in Tunhuang. (Link)

—— 旅行生活开启_子路

背包客

沙发客

志愿者流浪

Gap Year

Backpacker

打工旅行义工

Work Holiday

穷游

WWOOF 爱自由公益

间隔年

青年旅舍

WHV

NGO

GAPPER

Couch Surfer

TED

SIFE

摄影

http://weibo.com/1985218261/zAxjleKJa

http://weibo.com/1344328071/zB7KVeANS

http://weibo.com/1720802075/zD83Ep55m


Hot Topic Overview: Gap Year


e.g. 差不多一年半前才知道间隔年(Gap Year)。它源自英国，指青年人在毕业后工作前去做一次长期的旅行去体验去看世界。这一年多来时不时梦想有自己“迟到的间隔年”，但一直没敢停下来。年轻时没做，现在更甩不开。好在年轻时狠命恋爱了，不然等孙辈问奶奶年轻时做了啥，都没谈资了。 // “Gap year” is original from England (Link)

What is Gap Year Netizens Show Their POV on Gap Year

e.g. 一个人不可怕，怕的是迷失。孤单可以习惯，空虚不能习惯，可以两手空空回家，但不能带着空虚的灵魂…… (每个人都有自已的间隔年) @漠漠爱旅行感谢漠漠端午节带过来的书;又有冲动的想法去旅行了; 我在这里:http://t.cn/zHeDjL3 // I am longing for another gap year (Link)

e.g. 我没车，没房，但间隔年旅游是我人生中最大的财富，在流浪的时候我尽情享受其中各种滋味，回来之后依旧坚信梦想，不会只留在心中，总会有让它开花结果的那一天 // Gap year journey is my biggest wealth in my life even I don’t have car and house (Link)

8,558

106,581

36,152

12,407

http://weibo.com/2691548113/zCAbhk3eO

http://weibo.com/1932203545/zDcKtjpvD

http://weibo.com/1773182665/zDaFqhkrN


Hot Buzzed Destination for Backpacking

Cultural and natural landscape were well resonated with backpackers.


8,064 6,758 6,365 5,385 4,948

3,911 3,410 3,080 2,933 2,931

Chengdu, Sichuan Lhasa, Tibet Lijiang, Yunnan Zhangjiajie, Hunan Qingdao, Shandong

Kunming, Yunnan Nanjing, Jiangsu Taipei, Taiwan Xi'an, Shannxi Xiamen, Fujian


Outdoor Equipment Buzz Ranking

Vertical Travel Sites were the main platform for the discussion of outdoor equipment. With good reputations for

quality, backpackers prefer international brands, like Columbia and The North Face.


722 718 439 337 305

271 225 178 142 131

Salomon Arc'teryx Columbia The North Face Toread

Deuter Lafuma Marmot Clarks Ozark


The Key Motivations for Backpackers


e.g. 其实我们都想做一个背包客，抛开烦

恼，寻找自由。 // Actually, we all shared one

target, to put aside all the troubles and live

life freely. (Link)

—— 神经兮兮的瑛儿

e.g. 我决定! 3月考完试我要做背包客! 第1站搭高铁去武汉看樱花，第2站飞上海叙朋友旧情，第3站回北京探亲常住一段时间，第4站宁夏银川回出生地落叶寻根预计用时俩三个月，目的在于通过游历认识世界，认识自我，挑战极限，有驴友想加入麽？ // I decided to be a backpacker after my school test, I wanted to travel abroad to explore the world and find out who I am. (Link) —— 没煮熟的麺

Seek for Freedom (Kind of Escape)

Experience Local Culture

Explore the World and Self

e.g. 台湾自由行，绝对是个很好的人生体

验，有历史、有文化、有美食、还有纯朴的

民风，拜访蒋公、逛逛老街，淡水渔人码头

看夕照，将会留下美好的人生回忆。我的自

由行，和五月天没有关系，觉得简直是浪费

时间。 // Backing in Taiwan is a very good

experience to learn about history, culture,

food, and natural folk culture. (Link)

—— 天蝎座老魏

Implication: Backpackers yearn to

explore the world and themselves. Internally, they are long for freedom. The brand culture related to “explore” & “freedom” could resonated well with the group.

http://weibo.com/3021627141/zvd7CtmfB

http://weibo.com/1737111950/5KD0Vhv0gJK

http://weibo.com/1769275842/zAtosmtWH


1. The personality prototype of the backpackers is connected to the Hero, Outlaw or Sage, who explore the life meaning consecutively. They are ready to take actions to prove themselves and break rules to discover the truth. For their inner needs, the self-worth realization and self-belief pursuit should be recommended as the key brand attributes.

2. The phenomenon of ‘Gap Year’ has become more and more popular in recent years. Even many young netizens believe it as the wealth of their life. In response their original experience stories became an infectious power on social media to promote the ‘Gap Year’ culture. It also proved the user-generated content is the most important factor to touch the consumers than O2O interactive marketing and social media resource integration.



Singapore Tourism Board “Rediscovery” Campaign

…

Campaign Theme

Target Tribe

Celebrities

Li Suxi Sun Qinyue Ariel Lin Lu Jiayi

Sina Minisite Sina Weibo Youku Brand Zone

<Rediscovery of Love> Global Gala Premiere in Beijing

“Rediscover Singapore via Family, Friendship and Love”

1. <In Time with You> TV Show’s Fans 2. Ariel Lin’s Fans 3. Potential Singapore Tourists

Platforms

Online Campaigns

Offline Campaign

猜剧求观影 1

直击首映礼 2

12星座狮城攻略 4

从心发现爱 3

小姐爱旅行 5

Tecent Wechat


Online Feedbacks on “Rediscovery” Campaign

Travel Experience

Recall

Purchase Intention

Travel Planning

Brand Compliment

Travel According to

the Movie Scenarios

TV Show <In Time with

You> Recall

Micro Movie Gala Premiere

Travelogue - <Miss Love to

Travel>

Micro Movie Scenarios

Celebrity Basic Feedback (Must have)

Creative Feedback (Nice to have)

e.g. 作为生日礼物送给我的女儿，这是妈妈对她永恒的祝福和爱。妈妈永远陪爱着她，等她以后长大了，有了自己的宝宝的时候也送给自己的宝宝，把爱传承下去 // I’ll buy the necklace as the gift for my daughter (Link)

e.g. “从心发现爱”微电影很不错。林依晨笑得自然，故事很温暖，有新意，介绍了新加坡的美食美景，看到最后泪眼汪汪 // The scenarios of the movie was so touching that I’ve cried (Link)

e.g. 在《从心发现爱》中程又青和李大仁再续良缘啦，好看，看完有想去新加坡的冲动。@林依晨Ariel 完美演绎，很喜欢 // Ariel Lin performed good in the movie (Link)

e.g. 第一次在大屏幕上看到程又青和大仁哥@新加坡旅游局官方微博的《从心发现爱》应该是我看过的最动情的微电影了。首映礼电影院里还眼湿湿了，好想再去坡儿里啊啊啊 // The movie gala and scenario was perfect (Link)

e.g. @林依晨Ariel @陈柏霖《我可能不会爱你》从开播到现在我完整地看过5遍，夸张喔，是真的，一直还在想这部戏能拍续集就完美啊，期待程又青和李大仁的《从心发现爱》 // <In Time with You>, I’ve seen 5 times, and I long for <Rediscovery of Love> (Link)

e.g. 我沒有看到@路嘉怡去新加坡的影片也！！可是看她在微博PO的“新加坡Dempsey Hill的PS Cafe”外面的感覺好舒服喔！我也想去新加坡~有時間也要去新加坡玩玩 // I want to travel to Singapore after watching <Miss Love to Travel> (Link)

e.g. 美哉新加坡！为了滨海湾金沙的无边大泳池、为了新加坡航空的优质服务、为了宜樟机场的全球最佳，今年7月份将再到花园城市新加坡去一次！这次将由一月份两个人的浪漫之旅升格为三个人的快乐之旅 // We decided to travel to Singapore in July (Link) e.g. 有爱；耐心等

待；端午要去，越做功课越爱小新 // Great decision (Link)

e.g. 新加坡真的是一个超级适合旅游的国家。@没见过大白胖猫吗你快来。我们按照程又青和李大仁的脚步走 // Let’s travel according to the <In Time with You> (Link)

The Key Item in the Micro Movie: Risis Orchid Necklace

The Key Incident: The Delay of Movie Gala for the Earthquake in Yaan Original - Delay -

e.g. 新加坡真是个非常有爱的地方，人们都非常友善，不管华人印度人马来人都是一家人，和谐相处。人人遵纪守法，连地铁的座位都充满爱！谁最需要，就留给谁！这次新加坡之行，打满分！ // Singapore is so perfect (Link)

http://e.weibo.com/1681856315/zw4Et2TWV

http://weibo.com/2673751072/zBQ74aEGT

http://weibo.com/1910712832/zwgI7pABd

http://weibo.com/1065943057/zvUZYiXG3

http://e.weibo.com/1681856315/zpvg1o1Z1

http://e.weibo.com/1681856315/zBoxoph3N

http://e.weibo.com/1681856315/zqKhasVeS

http://e.weibo.com/1681856315/ztLwIeBwO

http://e.weibo.com/1681856315/zzJMGuvv3

http://e.weibo.com/1681856315/zwYD94dQT


Contents, Platforms & Fans

Utilize Platforms Activate Fans

Offline

Initiative Creation Oriented Hot-topic

Utilization

Sophisticated Material

Revitalized

24 x 7 On-going

Interaction

Be the REAL Consumers

Be the GOODWILL Ambassadors

Generate Contents

Weibo Wechat

Youku Minisite

Online

Implication: Key elements of campaign tactics are as below,

• Integration of Offline and Online (‘O2O’)

• Make full use of owned social assets / platforms (e.g. Weibo, Youku, WeChat, etc)

• Activate ‘UGC’ content (i.e. earned media), and leverage KOL for engagement


Summary 1. China’s international and domestic travel Industry is expected to approach RMB 3 trillion by the end of 2013, offering great

opportunities for both travel industry brands and other brands to build their brand experience. Our insights and findings from those travelers will apply to all providers of products and services in all industry.

2. Business travelers pursuit value and convenience. They are more pragmatic and pay more attention to the practicality of the products and services. An authentic product introduction and sincere and genuine service will be the perfect communication strategy for them.

3. Self-driving travelers seek freedom. While independent in their nature, they are often family-focused as well. The family experience will be a good touch point for brands to approach potential consumers. Auto brands can also capitalize on this segment by taking the self-driving traveler’s characteristics into consideration.

4. Package tourists enjoy comfort. They live for today, are happy with the status quo and are easily influenced by current events and hot topics on social media. Brands could combine their own "characters" with current trends to leave the deep impression on their minds as their communication strategy.

5. Luxury shopping travelers seek a high-profile. They keep up with the latest fashion trends, yearn for metamorphosis and wish to be recognized and admired. Brands need to focus on the creativity and uniqueness of these consumers while differentiating their own brand image in this competitive space.

6. Backpackers aspire to understand the meaning of life. They prove themselves through gallantry and adventure, believe that the rules are made to be broken, and that the truth will set them free. Brands need to permeate the concept of self-realization and the pursuit of truth into their brand strategy.


About GroupM China

GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, Mindshare and Xaxis.

GroupM is the global leading media investment management group.

GroupM invests in more than 560 markets across China, with an overall activity volume of USD 7.28 billion (RECMA: 2012 Definitive). As China’s number one media communications group, GroupM is the industry’s biggest investor in syndicated and proprietary media research and optimization tool development.

For more information, please visit GroupM China website: www.groupmchina.com

About GroupM Knowledge

GroupM Knowledge is GroupM’s think tank and knowledge management arm in China. This unit is responsible for industry-wide thought leadership research to benefit our agencies and client brands, exploring issues affecting the media industry in China, working with syndicated research suppliers and managing the Group’s proprietary tools, research and systems. GroupM Knowledge also manages a media consultancy, advising clients with specific media research challenges. The unit aims to be the knowledge platform, linking brands with relevant consumer and communication insights.

About GroupM

http://www.groupmchina.com/


GroupM Knowledge Research Projects

• Shan Hai Jin 2013: GroupM proprietary consumer survey on media habits, life style, and brand usage and attitude in China’s tier 1-

4 markets

• Brand Vitality Research: to explore attributes of brand vitality with anthropology method

• GroupM Knowledge-Hurun Report 2013: to identify geographical concentration and life style of wealthy people in China

• Category specific usage and attitude research: travel, e-Commerce, 8090, new male consumers and online video etc.

Contact us：

Please send email to Eve Lo, Chief Knowledge Officer of GroupM：

[email protected]

Follow us on weibo： http://e.weibo.com/groupmknowledge

mailto:[email protected]


About CIC CIC is China's pioneering social business intelligence company. CIC enables businesses to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since coining the term IWOM in 2004, CIC has pioneered the industry to help companies meet their social media marketing and social business needs by providing customized research, consulting services, syndicated reports, as well as technical solutions and platforms, all from an objective, third party perspective. In addition to helping companies leverage social media intelligence for more informed decisions, CIC is monetizing the social business industry in China by creating an integrated social business support system. CIC utilizes its own patent pending technology to capture millions of online conversations and ‘makes sense of the buzz’ by assembling them into easy to understand intelligence and provides interpretation which informs strategic decisions and leads to action. CIC gathers and mines over 100 million naturally occurring consumer comments every month from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of the social media landscape and its implications for business. CIC has well over 3.8 billion mentions of brands and products from well over 1 billion consumer comments that have been indexed and archived. In early 2012, as China’s pioneering social business intelligence company, CIC consented to acquisition by WPP’s Kantar Media, the media research and insight division of Kantar, expanding their social offering across Asia Pacific markets. (Press release) CIC will continue to provide social business intelligence from an unbiased, third-party perspective, to the world’s leading brands and agencies. Contact us: +86 21 6404 9191*8891 / [email protected] Corp. Website: www.ciccorporate.com

Disclaimer All the images used in this study are in the public domain. This study is the sole and exclusive property of CIC and GroupM Knowledge. Any usage of the research and contents of the report or slides will be deemed a violation of CIC and GroupM Knowledge’s intellectual property. CIC and GroupM Knowledge reserve the right to legal action to protect its ownership rights.

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2013: 2012 Crisis Management in The Microblog Era (CIC & Ogilvy PR) | Download | view 2013: From Social Media to Social Business Topic 3: China's Social Business Development Road Map | Download | view 2012: Consumption Trends China 2013 (CIC & MEC) | Download | view 2012: How New Mothers Play With Social Media (CIC & GroupM Knowledge) | Download | view 2012: From Social Media to Social Business Topic 2: The Social Innovation of Market Research | Download | view 2012: ‘2012 Enterprise Weibo White Paper’ (CIC & Sina Weibo) | Download | view 2012: Crisis Management in The Microblog Era (CIC & Ogilvy PR) | Download | view 2011: China’s Young Consumers in the Age of Social Media (CIC & GroupM Knowledge) | Download | view 2011: Weibo Revolutionizing China’s Social Business Development (CIC & Sina) | Download | view 2011: The Voice of Luxury: Social Media and Luxury Brands in China (CIC & GroupM Knowledge) | Download | view 2011: From Social Media to Social Business Topic 1: An Overview of the Evolution of Chinese Social Media | Download | view 2010: Chinese Consumer Report (CIC & Roland Berger) | Download | view 2010: Internet word of mouth proven to have impact (CIC & R3) | Download | view 2010: ExpoSay: Shanghai Expo tickets are the focus of intense buzz in China's Social Media (Edition_1) | Download | view 2009: Making Sense of IWOM Topic 1: IWOM White Paper on the Role of Internet Word of Mouth in Driving Purchase Decisions | Download | view Topic 2: How IWOM is generated and disseminated | Download | view Topic 3: How Brands Can Participate in Online Communities | Download | view 2009: Chinese Consumer Report (in collaboration with Roland Berger) | Download | view 2008: The Internet is THE community Topic 1: The Chinese IWOM Landscape | Download | view Topic 2: Alternative Ways to Measure Internet Community Dynamics | Download | view Topic 3: The Diversity of Chinese Net Language | Download | view Topic 4: Reshaping the Relationship between Brands and Consumers | Download | view 2008: Tuning into Sports IWOM | Download | view 2008: Tuning into Notebook IWOM | Download | view

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