Presentation of Kevin Guo, Marketing Director at Ctrip, for CMO ASIA 2016

1. Powerful Branding in the Mobile Era:
Finding Your Differentiator to Increase Brand
Awareness
Kevin Guo @Ctrip.com 郭为文 @携程
1

2. The trend in online marketing
2

3. People really become
masters of internet.
1, Mobile:
The trend in online marketing
3

4. The trend in online marketing
2, Online to Offline:
Internet connects to
objective life.
4

5. The trend in online marketing
3, Intellectual Property:
Communication need
content and spirit
5

6. The trend in online marketing
• Brand come back as master of internet marketing
• Virtual brand serves for objective marketing
• Brand is marketing's IP with content and spirit
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Brand Building:

7. Case Study:
Starting from the brand of Ctrip
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8. Who is Ctrip?
Ctrip.com: China’s leading comprehensive travel
service provider.
8

9. Who is Ctrip?
Stock price change of Ctrip.com
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10. Is Ctrip an offline brand?
Who is Ctrip?
10

11. Is Ctrip a brand selling flight
tickets and hotel rooms?
机票
Flight tickets
住宿
Hotel
自由行
Free travel
旅游门票
Travel tickets
旅游攻略
Travel guide
旅行团
Group travel
火车票
Train tickets
汽车票
Bus tickets
签证
Visa
用车
Car rental
邮轮
Cruise
53
51
45
43
41
35
34
30
23
23
20
Who is Ctrip?
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12. Is Ctrip a comparatively
old brand?
Who is Ctrip?
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13. Three Changes in Mobile Era
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14. 1, Changes in Customers
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15. Now 70% of new
customers are below 30
years old
Changes in Customers
15

16. Booking Behavior:
After the year of 2013, phone-call booking has
decreased to less than 20% while booking via mobile
has increased to 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Changes in Customers
16

17. Booking Behavior:
From booking in advance to booking on the same day
On the same
day
The average number of
booking days in advance
27.1%
65.59%
26.32%
18.23%
37.62%
14.14%
当天 提前1天 提前2-7天 提前7天以上
PC MOBILE
PC MOBILE
平均提前天数
2.6
0.8
1 day in
advance
2-7 days in
advance
>7days in advance
Changes in Customers
17

18. Changes in Customers
Way of travelling:
Digital,
Anytime,
Fragmentation
18

19. 2, Changes in Marketing Communication
19

20. Much more time spent in digital media than in 4
traditional media
Digital media TV Broadcast Newspaper Magazine
3小时05分钟
2小时40分钟
11分钟 10分钟 1分钟
数字媒体 传统电视 广播 报纸 杂志
3 hrs and 5 mins
2hrs and 40 mins
11 mins 10 mins 1 min
Changes in Marking Communication
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21. Way of media consumption:
Digital,
Anytime,
Fragmentation
Changes in Marking Communication
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22. 3, Changes in Role of Brand
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23. Changes in Role of Brand
• Channel
• Price
• Brand
The way of business success
23

24. On average, 1 to 3 Apps
have been downloaded
and opened in different
industries.
Average number of apps users download and open in different industries
Average number of
apps
users download
Average number of
apps
users open
Communication
Finance
Games
Online shopping
Videos
Food
Travelling
Maternal and Child
News
Going out
Real Estate
Medical Treatment
Car service
Education
3.2
3.2
2.6
2.6
2.3
1.7
1.7
1.5
1.5
1.4
1.3
1.2
1.2
1.1
3.0
3.0
1.5
2.2
2.2
1.6
1.6
1.2
1.4
1.2
1.1
1.1
1.1
1.0
通讯社交
金融理财
游戏
网络购物
视频
餐饮
旅游
母婴
新闻
出行
房产
医疗
汽车服务
教育
Changes in Role of Brand
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25. More than 90% of
customers open APPs
initiatively 90+%
Changes in Role of Brand
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26. Changes in Role of Brand
Customers start to recognize the difference between
brands
携程：产品/服务全
Ctrip：Goodservice/products
去哪儿：休闲；
Qnar：Leisure
途牛：广告鲜明；
Tuniu：Impressive advertisements
阿里去啊：有个性
Alibaba: Unique
美团：常有促销
Meituan：Sales promotion frequently 26

27. Building an Online Brand in
Mobile Era
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28. Brand values
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Building an Online Brand in Mobile Era

29. 29

30. Brand values:
Take leave without
delay
Building an Online Brand in Mobile Era
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31. Function of advertising:
Building up awareness and
trust
Building an Online Brand in Mobile Era
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32. The power of content:
Create topics worth
sharing
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33. The power of content:
Share contents worth
sharing
Building an Online Brand in Mobile Era
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34. Ctrip’s brand growth
in mobile era
The Top 10 Risers in Brand Value Growth of 2015
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Building an Online Brand in Mobile Era

35. In mobile era, customers become the real master
of brand.
Only those brands with content and spirit can
become the influential brand.
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36. Thank You!For your watching
2016.05
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