Thailand has been one of the top travel destinations for Chinese travelers. Statista reported that 12 million Chinese tourists visited Thailand before the pandemic in 2019. In mid-2022, iClick Interactive Asia Group Limited (“iClick”), a leading enterprise and marketing cloud platform in China, and Ernst & Young Advisory Service Limited (‘EY’), a multinational professional services partnership jointly released the Chinese Travel Shoppers 2022 Whitepaper dedicated to revealing China’s travel consumption trends and Hainan FTP’s role in stimulating China’s duty-free market development during the COVID-19 pandemic. A launch event for the release of the Whitepaper was organized in Thailand in early July 2022 under the topic “Retail Revolution: Chinese Travel Shopper Playbook.”
From the perspective of professional traveling-related marketers, Gen Z will become the main driving force for travel, who are more impulsive and selective in buying. What has happened in China after the lockdown is called ‘Revenge spending’, this behavior is likely to be carried with them once China’s border opens and allows its people to travel freely. They are looking for a service that can make their lives easier at their fingertips. This group spends a lot of time online. They usually browse for information through the QQ browser, chat with friends/family through WeChat/QQ, watch series/dramas through Tencent VDO, update news through Tencent News, and e-shopping through WeChat Mini Program.
They look for reviews on apps such as Douyin and Xiao Hong Shu RED. For hotels/air tickets booking will be Ctrip, Tongcheng Travel, Qunar, MaFengWo, and Meituan Dianping. Shopping apps will be Tmall, JD.com, and Pinguoduo. Other popular apps exist, including Weibo, Baidu, Zhihu, and Bilibili. These younger travelers prefer to do pre-booking, 2-6 months of planning. We can target pre-travel with Tencent & OTA solutions for high travel-intent or confirmed travelers. So from the above behavior, brands can consider exploring the Chinese Online Marketing campaign to engage Chinese travelers by using these platforms as a gateway.
And how are we capturing the heart of Gen Z? Gen Z is digitally savvy, so it's not very difficult to reach this group of people, just need to be creative and have the courage to experiment with China Online Marketing to plan out strategically throughout all stages from pre-travel, during travel and post travel. For brands to reach this group of people who are considered the main force driving China's economy, we need to know how to approach the target audience correctly and understand the trends that are popular nowadays such as how to access Chinese digital platforms such as WeChat, E-commerce platforms such as Tmall, Taobao, top OTA platforms such as CTrip, TongCheng, MaFengWo / or using KOLs through DouYin and Xiao Hong Shu Red platforms to promote brands.
One of the successful Online Marketing China campaigns that iClick has supported is Air New Zealand x Tourism New Zealand Online Promotion Campaign.
Objective
New Zealand isn’t a hot destination for Hong Kong travelers due to the relatively long traveling time and fierce competition from other Asian countries. With an aim to promote New Zealand as a delightful travel destination and boost online flight ticket sales, ANZ joined hands with TNZ to run a joint campaign to bolster the image of the two brands, which had opted to partner with iClick Interactive to optimize the campaign’s target audience reach.
Solution
Leveraging iClick Interactive’s multidimensional data map, we identified ANZ’s target audience group by analyzing the digital footprints internet users left online across channels and devices. We also analyzed user data from ANZ’s previous campaigns and TNZ’s website to enhance the precision of target audience identification for more effective media buying.
We then harnessed iClick Interactive’s proprietary one-stop platform to aggregate, bid, and optimize multi-screen media buying across search, display, and social channels to boost brand awareness and online ticket sales.
As the campaign continued, data collected across the ANZ and TNZ websites were used to drive effective retargeting via the identification of shared cookies. User behaviors along the conversion path were captured for further segmentation to enhance retargeting effectiveness.
Result
At last, We are proud to announce that iClick has been listed as one of the “Top 10 Travel Retail Solutions Companies 2022” by APAC CIO Outlook, a digital and print technology magazine that shares experience, wisdom and advice within the Enterprise IT community with subscribers across Asia Pacific countries. The accolade recognizes the excellence of our proprietary technologies and the Global Account Management (GAM) team’s expertise in delivering omnichannel marketing solutions for global travel retailers, allowing better engagement with Chinese travelers throughout their journeys.
“Our data-driven Chinese online marketing and SaaS-based solutions are backed by extensive travel retail expertise, enabling the delivery of tailor-made digital advertising in China that connects travel brands to Chinese audiences,” said Frankie Ho, President, International Business of iClick. “We will continue to develop more advanced travel retail solutions and further strengthen our collaborations with OTAs to address the evolving needs of travel retailers worldwide.
If brand wants to do the China Digital Campaign by capturing Chinese Travellers, V-Click is ready to take you to the next level of online marketing china. With decades of knowledge and working experience combined with Chinese Social Media background, V-Click Technology is a marketing company affiliated with iClick Interactive Asia Group, one of the top marketing companies in Greater China. China Digital Marketing solution technology that gathers insights will enable you to capture the hearts of Chinese consumers. You can send in enquiries at sales@v-click.co.th.
Source: https://www.v-click.co.th/take--chinese-online-marketing/
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