What is Ctrip, China’s Top OTA, and How Tourism Brands Use it?

October 26, 2023

Today, we will delve into the realm of Ctrip, the largest Chinese Online Travel Agency (OTA) also known globally as Trip.com. To provide you with a deeper insight, let’s explore its history and growth.

Firstly, Trip.com Group Limited, known as 携程集团 in Chinese, is a multinational travel service conglomerate with its headquarters in Shanghai, China. Established in 1999, the company is the owner and operator of various travel fare aggregators and travel fare metasearch engines. Notably, these include their flagship service, Trip.com, as well as Skyscanner, Qunar, Travix, and MakeMyTrip. Their online presence extends to approximately 40 languages and spans across 200 countries.

If your destination is already visited or planning to start hosting tourists from China, you have to understand how Ctrip works and how to leverage it to your advantage. This knowledge is crucial for success in the Chinese tourism market.

✈️ Learn more how to Reach Chinese Tourists on China’s top OTAs and Social Media Platforms

But first, why is the Chinese outbound tourism market so attractive to Western destinations? The reasons are compelling:

China’s Outbound Tourism

Rapid Growth 

China’s middle class is rapidly expanding, and their penchant for travel is growing at a remarkable 15% CAGR. This growth is expected to surge further as incomes rise, offering a significant market for outbound travel.


Spending Power 

Chinese tourists are willing to spend generously while traveling, particularly the affluent top 10% who seek prestige and luxury in their experiences, from high-end hotels to fine dining.


Diverse Interests 

Chinese outbound tourists enjoy diverse experiences. Consequently, with a fondness for fine dining and city trips, this presents a golden opportunity for metropolitan centers and gourmet destinations.


Tapping into Ctrip for Marketing Success

For Western brands seeking to captivate Chinese outbound tourists, leveraging Ctrip’s digital marketing capabilities is essential. Additionally, Ctrip harnesses big data, AI, and cloud deployments to offer informed marketing services. This empowers brands to connect with potential customers through precise targeting, insightful analytics, and a variety of ad placements at every stage of their travel journey.

Ctrip Chinese Tourists


Preparation is Key: Setting the Stage for Success

Before diving into Ctrip’s digital marketing realm, meticulous preparation is vital. Firstly, localizing content to resonate with the target Chinese audience, defining a clear target audience, and formulating a comprehensive Chinese channel strategy are foundational steps. Secondly, collaboration with a Chinese marketing firm can hasten this procedure and guarantee successful outcomes and a strategy that resonates with the local culture.

Now, let’s explore some of the key features used by Chinese travelers:

  • Comprehensive Travel Booking: Ctrip offers a wide range of travel services, including flights, hotels, train tickets, vacation packages, and rental cars, etc.
  • Collaborations & Partnerships: Ctrip has established strategic partnerships with airlines, hotels, and other travel providers, enriching its offerings and securing competitive deals for customers.
  • Travel Insights & Content: Ctrip provides valuable travel insights, destination guides, and user-generated content to assist travelers in making informed decisions.

 

Branded Content Formats

Ctrip offers various content formats designed to enhance travelers’ decision-making. Moreover, from destination recommendations to inspiring travel stories and timely, engaging campaigns, these formats provide rich, user-friendly information to ensure consumers are equipped with the knowledge needed for unforgettable journeys.


Integration with Other Services

Ctrip offers more than just accommodations and flights. In addition, it includes options for booking local activities, transportation, and comprehensive travel packages. Consequently, tourism brands can integrate their offerings into these packages, expanding their reach.


Integrations with WeChat

WeChat, China’s super-app, opens a world of convenience. First and foremost, this dynamic integration enables seamless booking, preview, and VIP community management options directly through WeChat account. Moreover, through this powerful combination, you can effortlessly manage your travel plans and connect with local services.

🌏 Read How Travel Brands Can Leverage WeChat


The Diverse Ctrip Advertising Industry

Ctrip provides a variety of advertising choices that are adapted to the various requirements of Western destination brands:

  • Displaying a Retargeting Banner
    Targeted advertisements based on consumer purchasing patterns for best results.
  • Integration of Hero Apps:
    Working with affiliated apps to use a variety of channels to reach potential customers (see above for WeChat)
  • Brand placement:
    The deliberate positioning of your brand in front of potential customers as they conduct searches
  • Trip Moments:
    Integration into the Ctrip platform provides chances for branded content and easy engagement.

Engage a Chinese Marketing Agency as a Partner for Success

Collaborating with a Chinese marketing agency is advised if you want to make sure that your Ctrip digital marketing campaign is successful. Additionally, their proficiency in navigating the Chinese online marketing environment and in-depth knowledge of Ctrip’s dynamics can greatly increase the impact of your campaign and maximize leads for your tourism company.

⛴️ Discover more China’s tourism-related articles

Furthermore, embarking on a Ctrip digital marketing journey opens doors to a vast landscape of opportunities in the dynamic Chinese outbound tourism market. The potential is immense. By aligning strategies and leveraging Ctrip’s advanced capabilities, Western travel brands can truly make their mark and resonate with discerning Chinese outbound tourists. For further information, please feel free to contact us at contact@thewechatagency.com to learn more.

 

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WeChat Open Class Pro: A Look at What’s in Store for Businesses in 2023

March 2, 2023

WeChat Open Class PRO is a hyped and highly-anticipated annual conference organized by Tencent and aimed at creators.

In addition to showcasing exciting new developments and plans that WeChat has in store, the event aims to offer insightful information about how medium and small businesses can use the platform to spur growth and raise brand awareness. 

Let’s see how this can impact brands and businesses that use WeChat to reach their customer base…

 

Why is WeChat Class PRO important for businesses?

Weixin Open Class PRO also referred to as WeChat Open Class PRO, is a yearly conference organized for developers, companies, and marketers to learn about the most recent features, updates, and best practices for the largest social media platform in China. We covered the event last year – WeChat Weixin Open Class PRO 2022.

Here are some reasons why Weixin Open Class PRO is important for businesses:

 

Keep up with the newest features

  • Businesses can learn more about the most recent features and updates, including Mini Programs, WeChat Pay, and WeChat Work, thanks to Weixin Open Class PRO. 
  • By using new features to improve their marketing and customer engagement strategies, businesses can benefit from this information and stay one step ahead of the competition.

 

Find out the best practices

  • Businesses have the chance to learn how to use WeChat to grow their operations from successful case studies and industry experts through Weixin Open Class PRO. 
  • This can help businesses maximize their marketing efforts, improve customer engagement, and raise brand awareness.

 

Access to Tencent resources

  • Businesses can access resources from Tencent, including its developer tools and APIs, through Weixin Open Class PRO. 
  • In order to better serve their customers, this can assist businesses in developing customized WeChat solutions, such as Mini Programs.
  • In general, Weixin Open Class PRO is crucial for companies looking to stay competitive and use WeChat to promote business expansion in China.

 

📹 Watch the whole recording of the WeChat PRO 2023 conference here

 

What can we expect for 2023?

Based on the Open Class PRO  and our own observations, we can tell that:

 

WeChat Channels:

  • After a year of new features including adding customer service integrations, WeChat Channels will continue to grow. Check out WeChat Channels Stats 2023 & Growth Plan to find out more. 
  • Moreover, Tencent made a commitment to help creators. Their team stated that they would offer in a total of 5 billion free views in traffic, as well as richer and more comprehensive monetization tools and incentive policies, in order to assist anyone who is serious about broadcasting, growing, and earning money. 

Backstreet Boys WeChat Channels

New Formats:

  • WeChat appears to be introducing new ad formats and improved integrations.
  • There is certain format fatigue as the article format has been the same for years. This year, Tencent tests to implement new formats like:
    • Images will be stacked and horizontally viewable in a 3:4 aspect ratio.
    • Up to 300 characters will be allowed in the description section.
    • Optimized services related to image display to gain traction.

WeChat Image Message New Format

WeChat Search:

  • The WeChat search engine continued to expand, reaching 800 million monthly users:
    • Earlier this month, WeChat released a small program called Search data assistant.
    • Wechat’s backend has been updated with new features to help brands better track it.

 

🔍 A Quick Guide to WeChat Search As a Marketing Tool

WeChat SEO Search Keywords

WeCom:

  • Undoubtedly, WeCom will expand as well. WeCom, Weixin’s product specifically designed for businesses, offers practical office automation and communication tools. It is also being adopted by the education sector more and more.
  • According to the Industry Resilience and Recovery Potential Report 2023 that Weixin released at the Weixin Open Class PRO, SME businesses with fewer than 500 employees saw a 35% increase in the number of daily active WeCom enterprise users in the manufacturing sector year over year. 

 

AI development:

  • Lastly, it’s worth noting the advancements made by the WeChat AI team. In 2022, the AI team made improvements to the WeChat dialogue open platform called co-enterprise WeChat.
  • They also introduced a new service called “dialogue robot” for corporate WeChat. It will allow for more seamless integration between robots and artificial customer service in the customer service scene. This natural integration enabled companies to serve their users more efficiently.

 

Conclusion

Firstly, WeChat’s annual Open Class Pro conference is a crucial event for businesses seeking to stay ahead of the competition and expand their customer base in China. Moreover, we can expect continued growth and innovation from WeChat in 2023, with the 2022 conference focusing on mini-programs, payment, and search functions, and advancements in the app’s short video service, Channels. 

Furthermore, with Tencent’s commitment to investing in traffic and monetization tools, as well as advancements in ad formats and WeChat AI, businesses can anticipate new opportunities for engagement and growth on the platform. 

Meanwhile, if you want to know more about WeChat, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Latest China News

May 31, 2022

Chinese Consumers are Comfortable Sharing their Data Compared to Consumers in Other Markets

Between 2017 and 2021, China’s loyalty programme market grew at a 13.7% annual rate to $15.7 billion. Over the following four years, it is predicted to increase at a rate of 13.0% each year.

Quick-service restaurants are establishing green rewards programmes to incentivize consumer behaviour in order to promote a more sustainable lifestyle and attract consumers who are driven by eco-friendly companies.

Link: https://www.businesswire.com/news/home/20220512005913/en/China-Loyalty-Programs-Market-Intelligence-Report-2022-Chinese-Consumers-are-Comfortable-Sharing-their-Data-Compared-to-Consumers-in-Other-Markets—ResearchAndMarkets.com

WeChat Channels Live Streaming Rewards “Traffic Coupon” to Drive Traffic and Sales

Option 1: Mini program live streaming: Brands and businesses can add a Live Streaming module or component to WeChat mini program. For example, brands such as Perfect Diary, Forest Cabin (in Chinese: 林清轩), and Prada have held live streamings through WeChat mini program for sales or events.

Option 2: WeChat Channels Live Streaming: Up to early 2022, WeChat Channels have reached 450 million Daily Active Users, a 50% increase compared to early 2021. WeChat Channels Live Streamings are more visible to the public audience compared to mini-programs. For example, people browsing content on WeChat Channels may enter live streaming of a brand they didn’t know before.

Traffic coupon: In 2022 April 12th to December 31st, any live streaming for shopping purposes with the shopping cart function activated will be automatically participating in Merchant Incentive Plan. 

Brands or merchants have to introduce 50 new viewers that didn’t come from WeChat Channels to gain official traffic coupons. You can drive followers from your WeChat Official Account, spread the news through WeChat Moment, WeCom, personal chats, or groups, to Channels Livestreaming.

Link: https://walkthechat.com/wechat-channel-livestreaming-rewards-traffic-coupon-to-drive-traffic-and-sales/

How to Inspire Word of Mouth Marketing from a Chinese Audience

Any marketing strategy’s success is determined by two factors: reach and impact. Unlike mass media advertising, which has a broad reach but a limited impact, word-of-mouth marketing has a narrower reach but a far greater impact.

The value of word-of-mouth marketing is represented in statistics: according to Semrush, word-of-mouth marketing accounts for $6 trillion USD in global expenditure each year and accounts for 13% of all sales.

Currently, the top social media platforms in China for word-of-mouth marketing include WeChat, Weibo, Xiaohongshu (RED), and Douyin (Tik Tok’s Chinese counterpart), all of which also have their own e-commerce functions built in.

  • KOC
  • DTC
  • Group Purchase

Link: https://mp.weixin.qq.com/s/IRwuZJ_-B26ACLLWt5osEw

Three Chinese Digital Marketing trends in 2022 

 

Regular product updates: More than 200 million new products will be launched on Tmall in 2021, accounting for 35% of the market. It signifies that new products have emerged as one of the most critical components of brand growth.

New goods, on the other hand, do not have to replace prior ones; rather, the new ones might be based on the previous ones and emphasise essential components to highlight the brand’s individuality. For example, OPPO debuted a new series Reno 6 with a light blue cover in September 2021, then 6 months later, they released a new colour Purple Star with the same feature.

Second, more and more brands are collaborating with other brands, particularly those that focus on completely different areas, in order to introduce a brand-new concept and capture the audience’s interest. For example, LV and Nike Air Force collaborated on a new shoe design. Holland, in collaboration with Pokeman, has released a new line of cakes.

Introducing virtual space and unleashing marketing imagination: Because of the Facebook revolution, metaverse has grown in popularity since 2021. More and more firms are creating advertising based on this notion, and NFT makes it even more appealing. With the advancement of new technology and the increasing risk of celebrity (scandals), more corporations are creating their own virtual idol for marketing objectives.

On the one hand, developing virtual idols assists firms in lowering marketing costs. Brands, on the other hand, can create a virtual image to suit the company’s position.

Brand responsibility has been enhanced: In recent years, a few corporations have developed a CSR (Corporate Social Responsibility) department with the goal of increasing both social and financial value. Sustainable development will be one of the most essential aspects of a brand that encompasses three major themes: environment, climate, and biodiversity.

– Kangshifu and Pepsi both launched a drink without labels, to reduce carbon and build an environmental concept.
– Kuaishou created an advertisement, revealing the reality of the polar bear, and started a public campaign calling upon the whole society and corporations to actively respond to global warming with low-carbon actions.
– Clarins, together with WWF, created a foundation, starting with protecting the habitat of Siberian tigers and appealing to people to pay more attention to the living status of those tigers and hoping to help them come back home sooner.

Link: https://socialbeta.com/t/10-digital-marketing-trend-in-2022

WeChat Channel Admin Can Be Migrated

Previously, if we wanted to display the channel on the official account’s page, we needed to have the same administrator for both the WeChat official account and the channel. However, if the administrator of the official account is removed for personal reasons, but the administrator of the channel remains the same because the channel administrator does not support change, the channel will not be featured on the front page.

Now the administrator of the channel can be changed, and the function is still under test.

Key points:
It can be replaced 5 times a year
Only certified video numbers are supported
Private messages cannot be migrated

Link: https://developers.weixin.qq.com/community/develop/article/doc/000882fe1d01a003afed3e00e5b013

 

 

 

 

 

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[UPDATE] Xiao’e Pinpin, a WeChat mini program

June 23, 2020

Xiao’e Pinpin joins Tencent’s eCommerce efforts letting WeChat users buy lifestyle products through WeChat

Tencent rolled out Xiao’e Pinpin, a new mini-program meant for social commerce on WeChat that Tencent has made available to all of its 1.1 billion users.

The mini-program went online on 29 April. It carries a giant catalogue of lifestyle products, including lipsticks and iPhones. This play marks Tencent’s most recent move in China’s e-commerce sector. Previously, Tencent had invested in tech companies like JD.com and Pinduoduo, as well as supermarket chain operator Yonghui.

Xiao’e Pinpin uses a “content feed” to showcase its merchandise. It shows one merchant’s product details which are followed by goods from a different vendor. Two slots are reserved at the top of the feed for special promotions. As of now, the mini-program hosts more than a 100 shops. Goods on sale are uncategorized, without any search functions. At the moment, it is unclear how the mini program’s algorithm determines the order in which products appear on feeds.

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What Is WeChat’s “Time Capsule”?

March 26, 2020

With hundreds of features already on deck, there’s one which is quite in talks: the Time Capsule. This feature is similar to Snapchat’s main feature of disappearing messages. It allows users to post videos and other rich media on the platform for a period of 24 hours, after which it vanishes.

(more…)

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WeChat Trends In 2020

January 23, 2020

2020: A Big Year For WeChat

WeChat is one of the biggest and most important platforms in the digital marketing game. For both freshers and professionals alike, WeChat brings a lot of opportunities for brand growth, community interaction and business development. So keeping up with the latest trends in the market become second nature to anyone who wants to leverage these opportunities.

Without wasting any more time, let’s dive into the treasure trove of WeChat trends that can be expected out of 2020.

(more…)

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