china travel Archives

The Evolution of Xiaohongshu, RED, into a Travel Platform

September 4, 2023

China’s Gen Z has found Xiaohongshu, also known as “RED”, to be a distinctive platform that resonates with them in the rapidly changing world of social media and e-commerce. Xiaohongshu stands out for its clever integration of influencer culture and retail. This is what draws in young customers looking for inspiration and authenticity. RED began as a shopping guide for wealthy mainlanders traveling abroad in 2013, but its development has been characterized by seismic shifts. This article will delve into Xiaohongshu’s evolution from a cross-border shopping platform to a thriving hub for travel inspiration, highlighting its impact on China’s digital landscape and the broader tourism industry.

📕 Little Red Book: Main Functionalities

Xiaohongshu RED Travel Tourism Content

From Shopping Guide to Social Travel Hub

RED embarked on its journey as a shopping guide, providing valuable insights to Chinese travelers visiting international destinations like Hong Kong, Thailand, Japan, and South Korea. Gradually, it embraced a new dimension by acknowledging users’ desires to do more than just window shop. The company capitalized on the growing trend of users wanting to purchase products endorsed by influencers and. celebrities. Then everyday consumers started to share their experiences on the platform. This transition led to the birth of a social e-commerce ecosystem, enabling Xiaohongshu to position itself as a pioneer in this emerging industry.

The platform’s evolution didn’t stop there. Over time, it expanded beyond its initial shopping-focused approach, transforming into a digital haven for travel and lifestyle enthusiasts. The 2020 China Tourism Industry Report revealed that Xiaohongshu had secured its position as the go-to platform for 64% of China’s wanderlust-driven individuals. This staggering popularity catapulted Xiaohongshu beyond conventional online travel agencies, underscoring its potential to redefine the market.

🌏 Reaching Chinese Tourists and Top Online Travel Agencies in 2023

AI-Powered Growth and Expansion

Firstly, Xiaohongshu harnessed the power of artificial intelligence and machine learning to enhance content distribution since 2016. This strategic move proved instrumental in captivating the preferences of young consumers, effectively driving the platform’s popularity. Two years later, the platform expanded its horizons by launching Puzhen Xiangli, a travel agency rooted in Shanghai. This venture showcased the platform’s commitment to becoming a comprehensive travel resource, offering services ranging from travel consulting and hotel management to catering and tourist site operations.

Fast forward to 2023, Xiaohongshu solidified its authority by forging a strategic partnership with Tourism New Zealand. This collaboration, announced during a high-profile event in Shanghai, exemplifies Xiaohongshu’s ability to foster alliances that amplify its impact and influence.

New Zealand Xiaohongshu RED

A Catalyst for New Behavior Patterns

Xiaohongshu’s influence extends beyond commerce and travel, shaping the behavior patterns of its users. Online travel agencies remain pivotal for trip planning and booking. However, Xiaohongshu emerges as a frontrunner during the pre-planning phase, catering to nearly 40% of travelers seeking outbound experiences. Notably, travel content occupies a significant position on the platform, showcasing remarkable growth alongside beauty-related content.

Subsequently, The COVID-19 pandemic catalyzed shifts in travel preferences, favoring short-to-mid-distance trips. In this landscape, Xiaohongshu demonstrated its prowess in driving conversions for lesser-known and budget-friendly travel offerings, reflecting its adaptability and agility.

However, Xiaohongshu is not without its critics. The platform’s embrace of user-generated content transformed picturesque locations into influencer magnets, yet this practice also attracted criticism. Accusations of heavily filtered and stylized content raised questions about authenticity. Notably, during the National Day holiday, influencers’ images on Xiaohongshu faced scrutiny when compared to real-life experiences. It prompted a candid discourse about the platform’s portrayal of destinations.

In conclusion, Xiaohongshu’s evolution from a shopping guide to a diverse platform blending commerce, travel, and social interaction demonstrates its user-focused agility. Through AI, strategic alliances, and embracing changing travel trends, it has firmly established itself in culture and commerce. Xiaohongshu’s enduring legacy lies in its adaptability, innovation, and bridging digital and real-world experiences.

WeChat for Travel Sector

October 12, 2021

Everyone who has ventured into Chinese marketing knows that WeChat, the mobile app and social media platform with over one billion monthly active users, is the place to be.

WeChat has spent the last decade trying to make its users’ lives easier. In China, it has become a “one-stop” store for social and transactional events.

Businesses can promote themselves on WeChat by requesting an Official Account or partnering with other parties. You can generate content on the WeChat service account and directly communicate with and sell to your followers and consumers if you have an Official Account. Its vast features have shown to be advantageous to many business sectors.

How does WeChat benefit the Travel sector?

When it comes to travel, China continues to be the world’s largest outbound and inbound tourism market. In the past years, the number of domestic trips in China surpassed six billion, suggesting a ten-fold increase in comparison to ten years ago.

Travel agencies and hotels must discover innovative ways to give a holistic brand experience to their customers as the new generation of Asian travellers becomes more tech-savvy and knowledgeable.

WeChat & WeChat ads provide the global tourism sector with a real potential to communicate with locals without needing to physically be present in the country.

Some of the WeChat tools that can be leveraged by the travel industry are:

Check-In Service

China Southern Airlines has launched a WeChat mobile check-in service that allows passengers to skip the airport check-in wait. Once customers follow the airline on WeChat, they will be greeted with a message and instructions. Passengers must respond to the notification after which they will receive an electronic boarding card that can be printed at the airport’s self-service check-in facilities.

Price Comparator Function

On their WeChat account, Shangri-La Hotels is presently offering a price comparison function to help consumers get the best value for their vacation. Customers must choose a destination, a hotel, check-in and check-out dates, as well as the number of guests/rooms. The hotel price comparison search engine will then offer you the best rates for the hotel you’ve chosen instantly.

Smart Hotel Room

To improve WeChat customer service and introduce the concept of the Internet of things, Wechat launched this tool. This innovative technology transforms the WeChat app into a remote that allows visitors to manage all aspects of their room, including lighting, thermostats, and curtains, as well as lock and unlock doors. Customers must download the most recent version of the WeChat app, scan a room-specific QR code from the hotel room, and follow the particular instructions to use this service.

Other available tools include Online Booking Service, Loyalty Programs, Location-Based Service (LBS), Flash Sales, etc.

CONCLUSION

As China develops, the number of Chinese tourists continues to rise. With rising market demand and more inventive business models and development spots, China’s tourism sector appears to have adapted to the current condition of frequent epidemic prevention and control.

With the help of different tourism fairs and expos, China’s cultural tourism business is recovering, providing more chances and benefits to the global tourism industry. As a result, WeChat is the ideal medium for foreign tourism organisations trying to reach Chinese tourists.