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Chinese Social Media
The document discusses the growth of the Chinese travel market and the significance of social media in engaging with Chinese travelers. Key statistics highlight that Chinese tourists are the top spenders globally, with a considerable increase in internet and social media usage among the population. Recommendations for marketing strategies focus on understanding online conversations and building relationships within the digital landscape to effectively reach and engage Chinese travelers.
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Chinese Social Media
- 1. Discussion Social media inChina – How to Connect & Engage with Chinese Travelers Dr. Mathew McDougall Founder & CEO Digital Jungle
- 2. Digital Jungle isa cross cultural, digital marketing agency, connecting International organisations with a Chinese audience living in China or abroad ” “
- 3. CHINESE TRAVEL MARKETOVERVIEW § 2011: Chinese travelers became the top duty free spenders § 2012: China became the world’s largest tourism source market (UNWTO) § 2013: 97 million Chinese have traveled abroad • Approximately one of ten international tourists is Chinese • Chinese tourists are the highest travel spenders with USD129 billion in 2013 • 3.3 billion domestic trips taken § 2015: China will become the world’s number one tourism destination (UNWTO) • 130 million inbound trips, including 26 million foreigners • 2020: 400 million outbound trips expected
- 4. 257 million activesocial media users • 53% Urban Vs. 47% Rural • 47% Penetration • 41% Penetration • 83% Penetration Source: CNNIC Statistical Survey on Internet Development in China June, 2014 CHINESE INTERNET SNAPSHOT Population 1.3 billion 632 million Internet users 527 million mobile internet users
- 5. INTERNET USERS Source: CNNICStatistical Survey on Internet Development in China 2014.6 0% 10% 20% 30% 40% 50% 0 200 400 600 800 Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Dec 2013 Jun 2014 Internet users Internet penetration (In millions) By June 2014, there are 632 million internet users in China with is 47% penetration. 75% Beijing 71% Shanghai 66% Guangdong Internet Penetration by Region Internet Access: 70% 44% 83% under 10, 2% 10-19, 25% 20-29, 31% 30-39, 23% 40-49, 12% 50-59, 5% Over 60, 2% 54% internet users are aged 20-39 0 5 10 15 20 25 30 Jun 2014 Dec 2013 Jun 2013 Dec 2012 Jun 2012 Dec 2011 Weekly average online duration of Internet users (hours) In average Chinese spend more than 25 hours online in a week by June 2014, which is 30% increase comparing with 12month ago (hours)
- 6. INTERNET USERS ONLINEACTIVITIES Source: CNNIC Statistical Survey on Internet Development in China June, 2014 Baidu still dominates the Search Market in China Instant Messaging - 89% Search – 80% Music – 77% Online Shopping – 53% Social Networking – 41% Travel bookings - 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Baidu 360 Google Sogou Soso Search Engine Landscape
- 7. MOBILE INTERNET USERS Source:CNNIC Statistical Survey on Internet Development in China 2014.6 Instant Messaging - 86% Search – 73% News – 73% Music – 58% Video – 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0 100 200 300 400 500 600 Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Dec 2013 Jun 2014 mobile Internet users proportion in Internet users (In millions) 80% of Internet users in China use their smart devices to access the internet Activities
- 8. THE DRIVING FORCE– SOCIAL • 91% of the online population in China has an account on a social media site • China has the world’s most active social-media population • Social Media in China is bigger than in any other country in the world • Home grown social media sites have experienced fast adoption • Social has moved way beyond daily messages and simple campaigns 0 100 200 300 400 500 600 700 Qzone WeChat Sina Weibo RenRen Momo Top Social Sites April 2014 - Qzone is the top social site with more than 600M registered users. However WeChat has been expanding rapidly to reach 355 million.
- 9. • Launched bySina, PC & mobile based • 500+ million users, • 100+ million daily posts • 130,565 corporate accounts • 5,000 fans on average for each account • Every user follows four corporate accounts on average Weibo is a Chinese microblogging service, similar to Twitter, but with a much richer set of features for end users and brand marketers THE DRIVING FORCE – SOCIAL - WEIBO
- 10. SOCIAL MEDIA -SINA WEIBO Source: Weibo Data Centre 2014 Facts: 176 million of active users per month Female/Male at 50/50 70.8% users had tertiary education 76% users access Weibo from apps, and 29% from PC 58% Weibo users are positive towards ad, and 23% of users don’t like ad 4% of the verified travel organisations accounts are foreign. 0% 20% 40% 60% Born after 1990 Born between1980 and 1990 Born between1970 and 1980 Born before 1970 Weibo users age profile change Year 2013 Year 2014 <15, 3% 15-24, 40%25-34, 40% 35-44, 10% 45-54, 6% >55, 1% Weibo verified foreign travel accounts followers by age group. Young Weibo users are more interested in travelling to foreign destinations
- 11. • Tencent launched,mobile based • 600+ million users, adding 1.6 million users everyday • 240+ million daily active users • Over 400 million daily shared photos • 100+ million overseas users (South East Asia) • Weixin 5.0 & beyond THE DRIVING FORCE – SOCIAL – WECHAT WeChat is a mobile text and voice messaging service. It is like a Chinese version of Line or WhatsApp, with more social features
- 12. SOCIAL - WECHAT Source:IResearch WeChat native Beacon interaction Event Portal H5 Mobile Page Shopping Collecting Shopper Data Integrated Passbook combines the users’ loyalty cards, coupons, gift cards and other one off redemption codes. And also Enables Online to Offline behaviour Becoming China’s preferred digital payments platform
- 13. Source: IResearch - 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 400,000,000 Year 2012Year 2013 Year 2014 Year 2015 Est. UGC Users UGC Users UGC users reached 242 millions in 2014, which is 128% increase YoY. It is about 35.8% of total internet users in China - 40,000,000 80,000,000 117go.com breadtrip.com qyer.com Mafengwo.cn Ctrip.com Top UGC Platforms Users Facts: 60% UGC users are age 25-35 62% UGC users had tertiary education 36.5% UGC users access UGC 2-4 times per week 70% UGC users are working in Office The majority of UGC users are based in tier 1 cities and coastal cities UGC TRAVEL MARKET IN CHINA
- 14. Image credit: “TheChinese Luxury Traveler 2013” by Hurun Report OUTBOUND TRAVELERS ARE ONLINE Chinese consumers are more likely to consider a product if they see it referred to in social media. They are in general sceptic of information from news sources and advertising. Harrods revealed that it hired 70 Chinese speaking staff.
- 15. • Baidu (NASDAQ:BIDUMkt Cap: US$54 Billion) Controls over 70% of the search market in China • Alibaba （NASDAQ:BABA Mkt Cap: US$220 Billion) Largest E-commerce company in China • Tencent (HKG:0700 Mkt Cap: US$100 Billion) Internet and investment company, owner of WeChat CHINA DIGITAL LANDSCAPE – BAT, THE INTERNET GIANTS
- 17. CHINA DIGITAL LANDSCAPE– OTHER PLAYERS More Internet connectivity is changing the lives, lifestyle and consumer behavior of many ordinary Chinese. Nowadays, typical urbanites begin their day turning on their computers, tablets and smartphones to check their emails or get on social media platforms. (CNN)
- 18. GETTING STARTED ONYOUR DIGITAL JOURNEY
- 19. “Listen” to thecurrent conversations on social media to identify what motives Chinese travellers to choose to travel to the New Zealand. Identify who (profiles) are the top travellers from China and why – for future effective marketing Create more social media engagement with active online Chinese travellers to build destination brand awareness and increase social buzz. Work closely with travel trade online and offline to build strong relationships reaching to Chinese travellers more effectively. TACTICAL RECOMMENDATIONS
- 20. Who contacts whom Whoknows whom What key topics are discussed Whom influences who What social media networks are they using THE AUCKLAND AIRPORT EXPERIENCE
- 21. Interestingly while mendiscuss their honeymoons, (94%) women discuss their weddings (96%) Chinese are overwhelming talking about home buying in New Zealand in a positive light THE AUCKLAND AIRPORT EXPERIENCE
- 22. THE AUCKLAND AIRPORTEXPERIENCE Understanding what are the key topics being discussed by Chinese in relation to New Zealand allows Auckland Airport to align content programs and insert themselves into digital conversations. This deep understanding of online discussions will help shape the nature of communications and the interactions with Chinese travelers.
- 23. THANKS FOR LISTENING Dr.Mathew McDougall Founder & CEO, Digital Jungle Twitter & LinkedIn www.digitaljungle.agency BEIJING | SHANGHAI | SYDNEY | AUCKLAND | PARIS