Relationships with:
REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERSBY LEVERAGING DIGITALMARKETING, TECHNOLOGYAND SOCIAL MEDIA TOINCREASE BRAND A...
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
TOP 8 TIPS FOR MARKETING       TO AFFLUENT CHINESE CONSUMERS1. Spot the China Travel Trends2. Understand the Chinese Consu...
1. SPOT THE CHINA TRAVEL TRENDS        •     China Travel Market is growing        •    Internet is used to “Plan & Tell”•...
Chinese Travel Change  3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism  Chinais ...
Chinese outbound Travellersexpected to exceed 100 million by 2020.                                                        ...
Chinese Travel Change  3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism is  China...
Online Travel Research in China                                                        Source: Nielsen, 2009          DRAG...
Sharing trip experience in online is getting more and  more popular, especially for young generations.            DRAGONTR...
Chinese Travel Change  3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism is  China...
Demand for Individual Travel Experiences BCG points out in its March 2011 Travel and Tourism in China report that 95 of tr...
Demand for Individual Travel Experiences         DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
2. UNDERSTAND THE CHINESE CONSUMER          •    Offer Chinese                     Chinese-ready Services      •       Aff...
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
Major consumer in Outbound Travelers             are young professional with high income.                                 ...
VIDEO: Chinas new young affluent luxury consumershttp://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k
3. DEVELOP A MULTI             MULTI-CHANNEL PLAN       •     Digital media is critical           •   PR is still evolving
4. LEVERAGE THE INTERNET        •    Media Influence    •       Geographic Reach
CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000485 million Internet users in June2011, representing 34% of the Chinese...
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM     -    CHINATRAVELTRENDS.COM
Internet Penetration:USA: 80%Opportunity forGrowth in China:By 2015 – expected to be750-900 Million Online Users          ...
VIDEO: China Luxury Boom Moves Inland http://youtu.be/XxZi6wlNC1Y
5. DEVELOP RELEVANT CHINESE WEBSITES           - No Straight Translation             - Avoid Content Gaps
Research studies indicate that attitude towards websites,    the site’s interactivity and usability, as well as purchase  ...
ENGLISH WEBSITE
EXAMPLE: BANFF                                 China Market Relevance:                                 - Content is re-wri...
Ensuring Relevance – Avoiding Content Gaps “Chinese consumers associate irrelevant websites with bad offline experiences.”...
VisitBritain’s new Website – great use of Web 2.0
…and VisitBritain.com in Chinese          Is it really Relevant???
6. BE SOCIAL TO CONNECT     •      Censorship vs. Local Sites•        Brand Engagement = Education
CHINA SOCIAL MEDIA DOMINATES THE US:Chinese netizens are more engaged in creating/sharing content     Source: New 2008 Soc...
China’s digital media landscape is dominated by local players. Government censorship                   Local players appea...
38
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
March 2011DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
Weibo = Twitter + Facebook + YouTube + News        35 countries and regions        have weibo.com accounts         Total F...
Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM     -    CHINATRAVELTRENDS.COM
P1 | SNS for the Affluent Class     DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
7. Tell Your Story    •   Leverage KOLs (Key Opinion Leaders)•   Encourage Sharing of Travel Experiences Online
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
VIDEO: Tourism New Zealand KOL Campaign      DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
8. BUILD RELATIONSHIPS VIA CAMPAIGNS   •   Combine Viral Spread with Engagement         •   Capture Customer Data
Virtual Trip Campaign                                         Three virtual                                         itiner...
DRAGON TRAIL SERVICES
Dragon Trail Services      Digital Marketing        External Efforts         Social Media Marketing      Chinese Web Site ...
Dragon Trail Digital Strategy ApproachGOAL: Increase Brand Awareness & Direct Sales– Guide Strategy Execution– Build a fou...
Dragon Trail Program Execution5. Interact with influential bloggers                                     1. Determine the b...
Dragon Trail Digital Strategy Planning        Integrated Digital Marketing & Social Media Campaigns            DRAGONTRAIL...
A couple important points…1. Website hosting in China is critical in order to ensure organic   local search engine optimiz...
WANT TO KNOW MORE ABOUT             THE CHINESE TRAVEL MARKET?      Access the latest trends on ChinaTravelTrends.com     ...
DRAGONTRAIL.COM   -   CHINATRAVELTRENDS.COM
Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA                                   “… Already t...
China Travel Social Media Seminars(DT also organizes company-specific seminars upon request,                             s...
The Chinese Outbound Tourists will continue to         travel all over the world. Are you ready for them?TRAINING & COACHI...
“We treat clients as partners”     -Based in Beijing, Shanghai, Xian (Tech Ctr.)      Based    - Unique combination of unm...
Contact me:                                         LinkedIn: Thraenhart                                       Twitter: @J...
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011
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Dragon Trail - Top 8 Tips to Market to Chinese Consumers_Sept 2011

  1. 1. Relationships with:
  2. 2. REACH & CONNECTWITH AFFLUENTCHINESE CONSUMERSBY LEVERAGING DIGITALMARKETING, TECHNOLOGYAND SOCIAL MEDIA TOINCREASE BRAND AWARENESSAND GENERATE DEMAND
  3. 3. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  4. 4. TOP 8 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS1. Spot the China Travel Trends2. Understand the Chinese Consumer3. Develop a Multi-Channel Plan Channel4. Leverage the Internet as a Medium5. Develop a Relevant Chinese Website6. Be Social to Connect7. Tell your Story8. Build Relationships via Campaigns DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  5. 5. 1. SPOT THE CHINA TRAVEL TRENDS • China Travel Market is growing • Internet is used to “Plan & Tell”• Growing demand for more individual experiences
  6. 6. Chinese Travel Change 3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism Chinais growing2.Chinese Internet and Social Media channels influence Chineseplanning and research3.Chinese consumers are moving towards an Chineseexperienced based choice model from a price basedchoice model The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour Groups to more individual travel experiences DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  7. 7. Chinese outbound Travellersexpected to exceed 100 million by 2020. 100+  China Outbound Traveler Number Unit: Million person times 57 47 41 46 31 34 29 20 2003 2004 2005 2006 2007 2008 2009 2010 2020Source: China National Tourism Administration (CNTA) (Expected by UNWTO) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  8. 8. Chinese Travel Change 3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism is Chinagrowing2.Chinese Internet and Social Media channels Chineseinfluence planning and research3.Chinese consumers are moving towards an Chineseexperienced based choice model from a price basedchoice model The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour Groups to more individual travel experiences DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  9. 9. Online Travel Research in China Source: Nielsen, 2009 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  10. 10. Sharing trip experience in online is getting more and more popular, especially for young generations. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  11. 11. Chinese Travel Change 3 Trends are shaping The New Chinese Tourist1.China Outbound Tourism and Domestic Tourism is Chinagrowing2.Chinese Internet and Social Media channels influence Chineseplanning and research3.Chinese consumers are moving towards an Chineseexperienced based choice model from a price basedchoice model The New Chinese Tourists are demanding higher quality services, and moving from Traditional Tour Groups to more individual travel experiences DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  12. 12. Demand for Individual Travel Experiences BCG points out in its March 2011 Travel and Tourism in China report that 95 of travel consumers 95% surveyed were dissatisfied with current market offerings, both domestic and international. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  13. 13. Demand for Individual Travel Experiences DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  14. 14. 2. UNDERSTAND THE CHINESE CONSUMER • Offer Chinese Chinese-ready Services • Affluent Consumer are Younger
  15. 15. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  16. 16. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  17. 17. Major consumer in Outbound Travelers are young professional with high income. 5 6 Business person 5 1 3 6 USD3,660 or 1 above 26 4 29 3 Government officer 34 45-59 16 4 19 Blue-collar worker USD2,197- 3 25 3,559 25 7 Teacher 28 35-44 32 25 10 Student USD1,174- 4 2,196 20 Freelancer 31 25-34 9 27 Senior 29 USD566-1,173 management/executives 39 18-24 22 30 Professionals 16 18 Clerk/white-collar worker 10 USD565 and 2 below General Outbound General Outbound General OutboundPopulation Travelers Population Travelers Population Travelers Source: Nielsen Outbound Travel Monitor 2011 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  18. 18. VIDEO: Chinas new young affluent luxury consumershttp://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k
  19. 19. 3. DEVELOP A MULTI MULTI-CHANNEL PLAN • Digital media is critical • PR is still evolving
  20. 20. 4. LEVERAGE THE INTERNET • Media Influence • Geographic Reach
  21. 21. CHINA INTERNET USERS HAVE GROWN BY 1500% SINCE 2000485 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 CensorshipThe Internet is their most important information source for 84.3% of netizens More bloggers in China than in Europe and USA combined Source: CNNIC; Trendspotting; Forester; iResearch DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  22. 22. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  23. 23. Internet Penetration:USA: 80%Opportunity forGrowth in China:By 2015 – expected to be750-900 Million Online Users DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  24. 24. VIDEO: China Luxury Boom Moves Inland http://youtu.be/XxZi6wlNC1Y
  25. 25. 5. DEVELOP RELEVANT CHINESE WEBSITES - No Straight Translation - Avoid Content Gaps
  26. 26. 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.)Collectivism: Emphasizing valuesimportant in collectivist cultures.For example, emphasizing familytheme.Power Distance: Adding elementsthat emphasize power distance. Forexample, displaying awards orhonors that a company or brand hasreceived. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  27. 27. ENGLISH WEBSITE
  28. 28. EXAMPLE: BANFF China Market Relevance: - Content is re-written, not straight translation (adding important content areas, not part of the English website, i.e. location map, Chinese Restaurants, etc.) - Content is optimized for Chinese Search Engines - Website is designed for Chinese consumers - Chinese website has more relevant branding (Canadian Rockies.cn) - Chinese site is hosted in China - Doesn’t link to English sites of travel suppliers in Banff, but incorporates suppliersDDRAGONTRAIL.COM RAGONTRAIL.COM -- CHINATRAVELTRENDS.COM CHINATRAVELTRENDS.COM
  29. 29. Ensuring Relevance – Avoiding Content Gaps “Chinese consumers associate irrelevant websites with bad offline experiences.” Source: ChinaTravelTrends.com1. 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. Chinese 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. 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 Renren/Weibo/Youku). DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  30. 30. VisitBritain’s new Website – great use of Web 2.0
  31. 31. …and VisitBritain.com in Chinese Is it really Relevant???
  32. 32. 6. BE SOCIAL TO CONNECT • Censorship vs. Local Sites• Brand Engagement = Education
  33. 33. CHINA SOCIAL MEDIA DOMINATES THE US:Chinese netizens are more engaged in creating/sharing content Source: New 2008 Social Technographics data Source: Chinese Social Technographics Revealed, reveals rapid growth in adoption, 2008/10/20 2009/01/23 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  34. 34. China’s digital media landscape is dominated by local players. Government censorship Local players appeal to domestic users DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  35. 35. 38
  36. 36. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  37. 37. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  38. 38. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  39. 39. March 2011DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  40. 40. Weibo = Twitter + Facebook + YouTube + News 35 countries and regions have weibo.com accounts Total Followers1 UK: 63478 2 Singapore: 43751 3 Czech Republic: 42004 4 Canada: 40115 5 Australia: 35830 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  41. 41. Source: Digital Influence Index 2010 – Fleichman Hillard & Harris InteractiveDRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  42. 42. P1 | SNS for the Affluent Class DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  43. 43. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  44. 44. 7. Tell Your Story • Leverage KOLs (Key Opinion Leaders)• Encourage Sharing of Travel Experiences Online
  45. 45. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  46. 46. VIDEO: Tourism New Zealand KOL Campaign DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  47. 47. 8. BUILD RELATIONSHIPS VIA CAMPAIGNS • Combine Viral Spread with Engagement • Capture Customer Data
  48. 48. Virtual Trip Campaign Three 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 Visitors Awards 2011 250 K Registrations 39,000 Followers (SW)DDRAGONTRAIL.COM RAGONTRAIL.COM -- CHINATRAVELTRENDS.COM CHINATRAVELTRENDS.COM
  49. 49. DRAGON TRAIL SERVICES
  50. 50. Dragon Trail Services Digital Marketing External Efforts Social Media Marketing Chinese Web Site Management Web Analytics Email Marketing Campaign SEO/SEM … Campaign Pages Strategy Your Digital Site Web / Mobile Consumer Internet Travel Technology Tuantuanle.com Itinerary Engine Satellite Sites Slow.travel Trip Pages Tripshow.com Web Analytics Booking/Search Marketing Database DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  51. 51. Dragon Trail Digital Strategy ApproachGOAL: 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 58 DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  52. 52. Dragon Trail Program Execution5. Interact with influential bloggers 1. Determine the best possibleand manage Dragon Trail’s market strategy to build brandFamiliarization Trip 2.0 Program, awareness and reach thedesigned to create buzz about target audiencethe brand.4. Execute an innovativesocial media campaign thatdrives traffic and capturesconsumer data, leveraged 2. Develop a culturally-for future initiatives. relevant Chinese Website, consistent with the brand message, optimized for Chinese search engines, designed for the Chinese target market, with3. Set-up profiles on targeted Chinese engaging content, andSocial Media profiles, seed relevant hosted in China with statecontent, engage with the audience, and of the art technology.monitor for brand reputation. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  53. 53. Dragon Trail Digital Strategy Planning Integrated Digital Marketing & Social Media Campaigns DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  54. 54. A couple important points…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 landscape is 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 China critical in order to ensure successful strategy execution. …in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  55. 55. WANT TO KNOW MORE ABOUT THE CHINESE TRAVEL MARKET? Access the latest trends on ChinaTravelTrends.com and join the online community for free.www.ChinaTravelTrends.com (Twitter: @CnTravelTrends) - Published by Dragon Trail & COTRI
  56. 56. DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  57. 57. Essential China Travel Trends BookWith forewords from UNWTO, WTTC, and PATA “… Already the world’s fourth most visited destination today, by 2020, China is expected to become the leading international tourism destination and the fourth largest outbound travel market. This comprehensive study of travel trends in China provides invaluable insights into one of the fastest growing travel and tourism markets in the world." Taleb Rifai - Secretary General, World Tourism Organization (UNWTO) DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  58. 58. China Travel Social Media Seminars(DT also organizes company-specific seminars upon request, specific and is available for speaking engagements world world-wide.) “ This was a very important and insightful seminar, organized by Dragon Trail. Social Media in China looks very complex and like a whole lot of work, but then again, people are talking with or without us - so we are definitely better off if we take part and try to influence it." Oliver Sedlinger - China Director, German National Tourist Board (DZT) Select Speaking Engagements: DRAGONTRAIL.COM - CHINATRAVELTRENDS.COM
  59. 59. The Chinese Outbound Tourists will continue to travel all over the world. Are you ready for them?TRAINING & COACHING CERTIFICATION RESEARCH PLEASE CONTACT COTRI (CHINA OUTBOUND TOURISM RESEARCH INSTITUTE) FOR MORE INFORMATION: WWW.CHINA-OUTBOUND.COM
  60. 60. “We treat clients as partners” -Based in Beijing, Shanghai, Xian (Tech Ctr.) Based - Unique combination of unmatched expertise- Best in class capabilities & award award-winning solutions - Innovative cost model & strategic approach - Growing list of clientele of leading travel brands
  61. 61. Contact me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com Get insights & trends: www.DragonTrail.com JENS THRAENHART www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com Awards 2011Relationships with:
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