Jasmine, Managing Partner at Cruiso Digital Solutions Limited, attended HKAIM Social Media Conference 2015 - Social Media Strategies for Travel Industry on 15 July 2015.
In Jasmine’s speech, she talked about the consumption visits of inbound travelers from mainland China and gave a better understanding of consumer aspirations and preferences by looking into hot topics discussed among them on social media.
Details about the conference: http://www.hkaim.org/socialmedia2015/
2. We are CruiSo
New startup in 2015
Connect brands with
consumers in this borderless
digital world by providing a
cross-border digital solutions.
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3. Social media is always the hot
topic.
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6. Social media in every aspect
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Source: Mckinsey & Company - Consumer Journey
List of destinations
and activities are
on mind
Inspirations from
friends / families or
advertising / promotion.
Travel sites / TA / OTA / social media /
bloggers / friends / search engines.
During and post trips sharing
Experience (and
services) sharing
upon purchase.
7. Hong Kong inbound
travel industry
60millions inbound travelers in
Year 2014 (+12% YoY)
66.7% from Mainland
Source: HKTB Insight & Research
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8. HK is still popular
But what are the triggers?
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9. What are the hot topics?
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Local Values
Value For
Money
Health Value
10. What are the hot topics?
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Local Values
Value For
Money
Health Value
11. Local Heritage
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- Historical districts have been also popular,
especially for repeat visitors.
周末自己一个人去了香港,最喜欢的是香港的电车。。 (URL)
去香港观塘工业区买东西.有很多很便宜的进口货买唷。那
个骆驼漆大厦绝对是好介绍。(URL)
中午过河到九龙湾办点事,那里有个全港规模较大的二手
车市场,一听就来劲,男人见到车就像女人见到首饰一样,
总是两眼发光。 (URL)
坐地铁来到老城 慢慢的溜达 感受香港的味道。 (URL)
12. Food
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Source:
吃货晒晒在香港吃过的美食 (URL)
用绳命吃在香港的超级总结!!第1-5季全系列,超全超详细!! (URL)
13. Sharing on vertical social platform
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Experience
• Specific restaurant sharing
• Fame & local essence
• Recommendation from vertical social platform
这次为了买结婚用的东西简直就连腿都快跑断了,但
是最让我开森的是来了BABY女神的餐厅。 (URL)
在大众点评找了一下尖沙咀附近的美食,看了一下麦
文记面家(佐敦店)居然有9.1分的口味分,人均44HKD,
感觉还不错哦,列入了探店清单。 (URL)
当时是为了去铜锣湾吃何洪记体验一下米其林一星餐
厅。然后发现附近有这家拉面,印象中在某些日本游记
里面有介绍过,然后就过来了。一兰在日本也是很出名
的一个品牌了,开在香港也让我们有口福品尝一
下。。 (URL)
14. Local famous restaurants
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Look for local heritage
• Local small/boutique restaurants with long history is still highly
valued among visitors to Hong Kong.
这次香港之行,除了一些经典的景点和线路外,我
们决定来一次特别的,逛吃游很少游客去的地
方——深水埗,去品尝另类的HK味道。 (URL)
作为一个正宗的吃货!LZ有着小强般的不吃九记
不罢休精神:c89
SO!第二天 LZ二顾茅庐 终于............. 守得云开见
月明啊!!!! (URL)
镛记作为香港唯一一家持炭火牌照的烧鹅店 烧鹅
是相当84的 吃起相当肥嫩。 (URL)
15. Penetrating to non-shopping area
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Food recommendation
• Usually comes with itinerary & covers cuisine of wide price range
• Not limited to key shopping area but also residential area
大致行程:陆羽茶室—IFC apple专卖店—铜
锣湾怡东—豚王—尖沙咀—太平山顶缆
车—铜锣湾—翠华—铜锣湾怡东。(URL)
大快活的咖哩牛腩饭 (4分),空有卖相,咖
哩没辣味,牛腩太瘦
很详细的攻略啊,且言简意赅,喜欢!
16. What are the hot topics?
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Local Values
Value For
Money
Health Value
20. Electronics products
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MACBOOK PRO15顶配,24288港币,国航的是
23288RMB,算下来能便宜3000左右,还是挺划算的,
顺便可以买一个APP CARE,价格也比大陆便宜,同
时也在大陆享受售后。 (URL)
关于购买新的15寸MBP… 老老实实的找时间去香港
买吧 听劝不吃亏(URL)
Electronics in Hong Kong are still considered more
attractive for lower price and quality assurance.
21. What are the hot topics?
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Local Values
Value For
Money
Health Value
22. Apart from Medical Tourism……
22
43.3
54.4
64 67.7
77.4
89.23
4.4
6.3
9.9
14.9
24.4
0
20
40
60
80
100
120
2009 2010 2011 2012 2013 2014
Total new gross premiums for individual Insurance business
(Source: Office of the Commissioner of Insurance; Unit: HK$ Billion)
Issued to others
Issued to Mainland Visitors
21.48%
6.48%
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- More mainland visitors travel to Hong Kong in order to purchase insurance products.
- With more insurance buyers, comes more online discussions .
1.32K
1.12K
1.26K 1.33K 1.37K
1.49K
1.06K
2.78K
0.0K
0.5K
1.0K
1.5K
2.0K
2.5K
3.0K
Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1'15 Q2'15
Online discussions - Insurance Buyers
(Source: leading China forums & Weibo)
24. No need of long-time planning
Inbound Insurers
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阿大说一直听说香港保险好只是没有遇到信任的人,
然后今天早上就订机票决定明天来买保险了。原来说
买就买的保险比说走就走的旅行浪漫多了…!(URL)
Group Travel for Insurance
都听过内地客户组团20人来香港买保险,今天终于给我看
到了,就在“海港城”英国保诚公司楼下,看到个个都很开
心地揽住公司的招牌照相,~震撼吧!(URL)
同事带客户们去香港澳门买保险,香港101基金
定投计划,自己也在香港买了一份重疾险,反正
有病保病,没病还可以教育养老,本金还在,还
有收益分红 关键与大陆相比,保额更低,保额更
高,保障种类更多,赔付也容易些,还避债避
税!!(URL)
25. • Professional and standardized services
• Better coverage at lower cost
Why Hong Kong?
• Usually short stay only
• Still have plans for shopping and sight
seeing activities
What else do they do?
Inbound Insurers
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国内很多销售就是喝你骗你,缺乏起码得诚信,把你当sb一样。香港
的给人感觉很专业,一切用数据说话。(URL)
据我所知,保诚所有的保险叫价是统一的,不像我们这里比如销售人
员跟你好一点给你价格便宜点,看你钱多人傻就宰你没商量!(URL)
在香港逛街对我已没多大兴趣了,保险公司在中环正好离码头很
近,就顺便去了南丫岛玩了半天,真心喜欢岛上的生活~远离城市
的喧嚣,很值得一去的一方净土。 (URL)
今天特意请了个假,上午去尖沙咀给孩子买些衣服和玩具,六一快
到了赶紧补份礼物给他。下午跟着我的顾问mm,去给我家蛋蛋去买
个保障和教育基金。 (URL)
终于敲定星期六去给我和儿子买保险啦,从儿子出生就在挑哇选
哇,最后还是决定去hk买外国保险,有同行的妈妈不?顺便看看形
势,如果没有人游行,还可以顺便小逛一下。 (URL)
保障方面大陆人跟港人是一样的,只是个别产品针对大陆人会多收点
费,但就算是多收费,保费也比国内同类型产品便宜很多。(URL)
在HK,最普通的保险公司的重大疾病,至少都是50种以上,而且他们
还可以附加早期重疾!可以加早期!意味着早期癌症,原位癌这些都
可以赔偿了,在内地是没有的哦。(URL)
29. Show them different
experience, not just
your brand and
product
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Shopping
Foodies
Family
Business
Short
Escape
Exotic
Adventure
Cutlural
Shopping
Shopping
34. Demanding consumers
are all around.
Take their comments seriously.
Don’t underestimate the power
of SOCIAL, especially in
spreading negative comments.
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