Top 6 Tips to Market to Affluent Chinese Consumers - Dragon Trail China

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REACH & CONNECT WITH AFFLUENT CHINESE CONSUMERS BY LEVERAGING DIGITAL MARKETING , TECHNOLOGY AND SOCIAL MEDIA TO INCREASE BRAND AWARENESS AND GENERATE DEMAND

TOP 6 TIPS FOR MARKETING TO AFFLUENT CHINESE CONSUMERS
Understand the Chinese Consumer
Leverage the Internet as a Medium
Develop a Relevant Chinese Website
Be Social to Connect
Build Relationships via Engagement
Execute a Holistic Strategy
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

UNDERSTAND THE CHINESE CONSUMER
Niche Tourism Experiences
Affluent Consumer Segments

China Outbound Tourism 2010:
Greater interest in in-depth travels by Chinese travellers:
The survey of the China Tourism Academy 2009/2010 shows that Chinese tour operators are increasing their range of products , meeting the growing demand for more sophisticated travel offers from Chinese customers.
Niche market and special interest products gain opportunities to attract Chinese visitors .
D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Published in cooperation with the China Tourism Academy (CTA) and the China Outbound Tourism Research Institute (COTRI)

http://www.youtube.com/user/P1ChinaLuxuryReport#p/a/u/0/v6BaIqZ8X9k VIDEO: China's new young affluent luxury consumers

2. LEVERAGE THE INTERNET
Media Influence
Geographic Reach

Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

456 Million Internet Users equals 34% penetration in China (USA has over 80 % penetration) ; 150 Mill new users in 2009; equals 330,000 new users per day or 14,000 per hour China Internet Facts D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 800 Million Mobile Users - 30 Million people access the Internet only on their mobile phones China Internet Facts

Online Travel Research in China D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Nielsen, 2009

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Internet Penetration: USA: 80% Opportunity for Growth in China: By 2015 – expected to be 750-900 Million Online Users

http://youtu.be/XxZi6wlNC1Y VIDEO: China Luxury Boom Moves Inland

3. DEVELOP RELEVANT CHINESE WEBSITES - No Straight Translation - Avoid Content Gaps

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

VisitBritain’s new Website – great use of Web 2.0

… and VisitBritain.com in Chinese Is it really Relevant???

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. D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

Travel Alberta (Canada) Strategy:
Portal for big Tourist Boards (countries, states/provinces, regions, major cities, etc.) the opportunity to develop a relevant, china-hosted web platform, to build the brand and increase referrals to online and offline sales channels
The portal is developed to give SMEs and DMOs the opportunity to have a presence, which otherwise would not make sense or is cost prohibitive
http://www.albertacanada.cn/

Sub-Site within the china.travelalberta.com portal to give smaller DMOs a low-cost online presence in China
includes branding, own URL, quarterly content updates, tagging, search engine optimization, social media inclusion, and if applicable trip planner integration.
http://calgary.albertacanada.cn/

Sub-Site within the china.travelalberta.com portal to give SMEs (hotels, resorts, attractions, tours, transportation, etc.) a low-cost online presence in China
includes branding, own URL, quarterly content updates, tagging, search engine optimization, social media inclusion, and if applicable trip planner integration.

4. BE SOCIAL TO CONNECT
Censorship vs. Local Sites
Brand Engagement = Education

China’s digital media landscape is dominated by local players . Government censorship Local players appeal to domestic users D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM March 2011

P1 | SNS for the Affluent Class D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

Source: Chinese Social Technographics Revealed , 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 in creating/sharing content D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Source: Digital Influence Index 2010 – Fleichman Hillard & Harris Interactive

VIDEO: Social media and censorship in China http://www.youtube.com/watch?v=qfFyy3PorWQ

5. BUILD RELATIONSHIPS VIA ENGAGEMENT
Drive Viral Spread via KOLs
Capture Customer Data

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Campaign I: Nov 8th - Dec 8th, 2010 Main Objective: Build fan base on sina weibo Location: Sina weibo Fans: +10,800 | @ATP: 26,561 Comments: 21,948 | Website Visitis: 1,750 Grand Prize: Free trip to ATP for two Foundation Campaign ( Sina Weibo )

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Campaign II Period: Dec 9th, 2010 - Jan 21st, 2011 Main Objective: Drive website traffic; Build EDM database Location: Chinese Website Participants (UTD): 10 ,000+ families Grand Prize: Free trip to ATP Dubai for a Chinese family (up to 3 members) Unique Family Campaign ( Mini-Site )

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM 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 250 K Registrations 39,000 Followers (SW)

6. EXECUTE A HOLISTIC STRATEGY
Focus on Content, Technology & Relationship
Different Rules of Engagement for Marketing Success

The Power of the Internet Community in China: Redefining the Brand/Consumer Relationship D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

Dragon Trail Digital Strategy Planning D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Integrated Digital Marketing & Social Media Campaigns

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. 3. Set-up profiles on targeted Chinese Social Media profiles , seed relevant content, engage with the audience, and monitor 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 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

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 D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

Strategic Focus & KPIs:
Brand Awareness
Relationships
Sales
Build relevant web presence
Develop engaging content
Increase touch-points online
Drive traffic of interested individuals
Focus on capturing relevant Consumer data Online (and Offline)
Leverage data to qualify via targeted offers
Refer potential guests to tour operators and travel agents
Test direct sales online

Website hosting in China is critical in order to ensure organic local search engine optimization, and optimal accessibility.
Constant optimization of the social media landscape is critical in order to ensure content seeding, consumer engagement, and brand reputation.
A solid technology partner is vital, especially when running campaigns, to ensure data quality and protect the database from hackers.
Local representation, especially with intimate knowledge and relationships in the travel and internet space in China critical in order to ensure successful strategy execution.
Last but not least: Don’t forget government processes, internet censorship, extremely savvy hackers, and the ‘water-cooler army’, just to name a few… …in short: YOU NEED A TRUSTED LOCAL ADVISOR IN CHINA.
A couple important points… D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM

7. AWARD-WINNING DRAGON TRAIL SERVICES
Relevant & Engaging Online Presence in China
Social Media & Viral e-Marketing Campaigns

Satellite Sites Campaign Pages China Travel Buzz Web Analytics Digital Marketing Travel Technology Itinerary Engine Trip Pages Social Media Marketing Management Campaign Strategy Consumer Internet Tuantuanle.com Go10000.com TripShow.com Your Digital Site Web / Mobile External Efforts (FAM Trip 2.0) Marketing Database Chinese Web Site Email Marketing SEO/SEM … Booking/Search D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Dragon Trail Services

Founded by international leading experts in social media, e-tourism and travel technology- Recognized for most innovative new service for China Outbound Tourism BEIJING - SHANGHAI The Senior Team, led by the founders, consists of top experts, having worked in leading social media sites in China, headed PR/Communications for global luxury hotel brands in China, and having spearheaded the expansion of western travel businesses into China, and worked for English-Chinese translation companies. Advisors include the most senior experts in travel and tourism for China and globally. MOBILE E-MARKETING LOCALIZED CONTENT RELEVANCY STRATEGY TECHNOLOGY SOCIAL MEDIA Dragon Trail Team

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Select Clients

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Recent Awards

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.com and join the online community for free. 440 Million Internet Users in China (2010) 92% OF NETIZENS PARTICIPATE IN SOCIAL MEDIA IN CHINA 48% OF CHINA’S MILLIONNAIRES LIVE IN BEIJING, SHANGHAI, AND GUANGZHOU CHINESE TOURISTS SPENT US$ 36.2 BILL. ABROUD IN 2009, A 280% INCREASE FROM 2000 IN 2009, THERE WERE 47.5 MILL. OUTBOUND TRIPS FROM CHINA

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM Essential China Travel Trends Book With 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)

D RAGON T RAIL.COM - C HINA T RAVEL T RENDS.COM China Travel Social Media Seminars (DT also organizes company-specific seminars upon request, and is available for speaking engagements 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:

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 TRAINING & COACHING CERTIFICATION RESEARCH CHINA TOURISM CHECK (CTC 360 ° )

JENS THRAENHART Get insights & trends: www.DragonTrail.com www.ChinaTravelTrends.com Twitter: @CnTravelTrends Join our Community: www.Community.ChinaTravelTrends.com Relationships with: Contact me: LinkedIn: Thraenhart Twitter: @JensThraenhart Facebook: JensThraenhart E-Mail: Jens@DragonTrail.com

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Top 6 Tips to Market to Affluent Chinese Consumers - Dragon Trail China

by Dragon Trail on May 13, 2011

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