China’s tourism consumption demand is strong in 2018, and regional tourism has become a major hotspot of provinces and cities, at the same time, tourists more and more concerned about culture, creativity, the fusion of science and technology. In addition, outbound tourism has become hot tourism projects currently, and the growth of outbound tourism is also increasing in China.
HOW TO PROMOTE YOUR BRAND VIA DIGITAL MARKETING?
According to “2018 national tourism consumption trend insight report” released by First Commercial Financial Data Center and Flying Pigs, in the first half of 2018, the number of travelers overseas is 2.826 billion, with year-on-year growth of 11.4%. Chinese citizens made 71.31 million outbound trips, an increase of 15% over the same period last year. Chinese travelers are spending more on outbound travel than on domestic travel. The per capita annual consumption of outbound tourists also increased by 8% year-on-year. This is mainly due to the high consumption of the post-80s people, but the rapid growth of the post-1995 people is also a big driving force of the tourism market, which is expected to become the main force of the future tourism market. This shows that with the continuous improvement of Chinese people’s living standards, outbound leisure tourism has become the normal life of people.
So if you want to grasp this chance to promote your travel products, especially your hotel, you need to follow the trend in China and have a deep understanding of Chinese customers.
Work on SEO(search engine optimization)
The first step to getting Chinese consumers to choose your brand is to build a good reputation in their hearts. In the context of the rapid development of the Internet in China, consumers usually use the Internet to understand product information and to judge whether a brand has a good reputation. This is when your e-reputation becomes important. You need to optimize the content of your website on Baidu to keep it on the first page of Baidu keyword search results.
All you need to do is first select some keywords that can represent your brand’s value and characteristics. For example, if you want Chinese customers to choose your luxury hotel, you need to choose some keywords, such as “it’s like staying home”, “with good views”. Next, you need to keep the content on the website updated and adjust your content based on the latest trend. The important thing is to get your potential client and build a good reputation in the long-term.
Use Social Media to reach your target customers
More and more Chinese people use social tools to connect and interact with their family and friends. Such as Wechat, Weibo… Take WeChat for example, with more than 1 billion monthly active users, there’s no doubt that WeChat is one of the most influential platforms among Chinese social media. So take full advantage of Wechat can allow you to attract more your target customers.
- Paid Advertising on Moment Circle
The moment circle is a great place to connect with your customers. WeChat has been allowing brands to advertise on Moments since 2014. Brands like BMW, Coca-Cola, and Vivo mobile phones all once put up Moments ads. They can define their target users based on gender, age, location, occupation, preferences, consumption behavior, etc. Therefore, it is much more accurate.
Moments ads usually present in the form of texts, pictures or a video, sometimes along with promotional campaigns or giveaways. If readers are interested, they can click the “Read More” button at the lower left corner for more information, which is usually linked to a promotional post, an H5 campaign page, the brand’s official account or its official website.
Choose KOL in the social platform
KOL has gradually developed into an influential group in China. They have a large number of fans, and their purchase behavior will affect the purchase behavior of their followers. And it’s important to note that choosing these people as your KOL is far cheaper than having a star as your spokesmen.
Take Little Red Bood for example, in this platform, there are mainly three types of KOL—head KOL, middle KOL, and bottom KOL. They all always share some products they used and provide some positive comments about these products to their followers.
This is like word-of-mouth marketing and can make their fans to purchase the same products. For example, if you choose your appropriate KOL in social media, they will post information and pictures of your hotel and recommend them to their fans. Since their fans trust them so much, they are likely to choose your brand when considering foreign hotels.