travel restrictions Archives

It’s time to roll out the red carpet as Chinese tourists gear up to satisfy their wanderlust once again, with borders reopening and travel restrictions lifted. According to Dragon Trail’s Chinese Traveler Sentiment Report more than 60% of survey respondents said they wanted to travel outside of mainland China in 2023. Data shows that there has been a significant increase in flight bookings (254%) and trips planned by Chinese travelers.

Singapore, South Korea, Hong Kong, Japan, and Thailand are currently the most popular travel destinations, while the US, UK, and Australia are the most popular long-distance travel destinations, based on Trip.com Group bookings.

Due to travel restrictions and other pandemic-related challenges, Chinese business travelers have not been able to engage in physical meetings with their international counterparts for over three years, making the desire to reconnect with the world’s major economies even more pressing.

If you’re looking to target Chinese travelers, it’s important to be aware of the apps they use for travel purposes.

However, it’s also important to note that Chinese tourists don’t use the same social media apps as their Western counterparts. In fact, China has its own collection of travel-related apps that are popular among visitors looking to travel both domestically and internationally.

In order to hack the Chinese traveler base, it is important to understand the apps they use and how these apps work.

Dragon Trail: Chinese Traveler Sentiment Report

Social media platforms for Travel

Social media has become an indispensable tool for travelers in today’s digital world. OTAs, online travel agencies, are the most important platforms to plan and book trips but the inspirations and ideas are usually born elsewhere. Xiaohongshu, RED, becomes a leader when it comes to pre-planning phase with almost 40% of travelers using it to plan an outbound trip. Douyin, WeChat and Weibo also play significant role in finding inspirations to travel.

✈️ WeChat for Travel Sector: Discover more!

RED Xiaohongshu Traveling

📕The Evolution of Xiaohongshu, RED, into a Travel Platform

Online travel agencies in China

Chinese travelers are highly mobile-savvy and open to using technology to enhance their travel experiences. They also value word-of-mouth recommendations when it comes to planning the trip.

Three of the most well-known online travel agencies (OTAs) in China are Qunar, Ctrip, and Fliggy. We can learn a little bit about the conduct and preferences of Chinese tourists by examining these businesses’ operations and the services they provide.

Ctrip / 携程旅行

Ctrip is the biggest OTA in China. One of Ctrip’s strengths is its mobile app, which allows users to book and manage their travel arrangements on the go.

The app also offers a range of other features, such as real-time flight status updates and travel guides.

Chinese travelers are highly tech-savvy and prefer to book and manage their travel plans using mobile apps. They also value convenience and real-time updates.

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

Qunar / 去哪儿

Qunar is one of the leading online travel booking platforms in China. It provides a variety of travel-related services, such as booking hotels and flights, vacation packages, and rental cars.

One thing that sets Qunar apart from its competitors is its emphasis on user-generated content. Users of the platform can post reviews and share their travel experiences, which aids other travelers in making wise choices.

Chinese travelers are more likely to rely on the experiences and opinions of others when making travel decisions. They place a high value on word-of-mouth recommendations and user-generated content.

Fliggy / 飞猪

Fliggy is an OTA owned by Alibaba, the Chinese e-commerce giant. It offers a range of travel-related services, including flight and hotel bookings, vacation packages, and travel guides.

One of Fliggy’s unique features is its focus on personalized recommendations. The platform provides users with tailored travel recommendations using data analytics and artificial intelligence.

Chinese travelers are open to using technology to enhance their travel experiences. They value individualized recommendations and personalized travel advice.

Online travel agencies (OTAs) in China can offer useful information about the habits and preferences of Chinese tourists. Here are some ways in which they can help:

Understanding Chinese tourists and travel trends

Chinese online travel agencies (OTAs) can provide information on the most popular travel locations and the best times to travel. This can help us determine the times and locations where Chinese tourists are most likely to travel.

Recognizing preferences

Chinese OTAs can also offer details on the kinds of lodging, activities, and tours that Chinese tourists favor. For instance, they might favor five-star resorts, shopping excursions, or cultural encounters.

Language and cultural barriers

Chinese online travel agencies (OTAs) cater to Chinese tourists, so they can shed light on how language and cultural barriers may affect travelers’ choices. They can also offer translations and other services that facilitate and improve the travel experience for Chinese tourists.

Popular travel apps for Chinese tourists

Two well-known apps among Chinese travelers are Mafengwo and Dazhong Dianping. Let’s delve into the specifics to become familiar with these apps.

Mafengwo / 马蜂窝

Younger Chinese internet users refer to MaFengWo as the “travel bible” because it offers long-form tourism-focused content to assist users with their travel arrangements. With over 100 million users, it has developed into China’s top social media travel platform since its founding in 2006!

Mafengwo began as a community for independent travelers. Users of the platform communicate with one another by sharing their journeys, travel advice, itineraries, suggestions, and feedback.

Later in 2016, Mafengwo established itself as an online travel agency. Some of its features include:

Travel focused user written content like tips, photos and personal comments.
It has an e-commerce store, a one-stop-shop of travel essentials with fascinating range of travel products and services
Hosting offline social gatherings for platform users in addition to its social forum.

Mafengwo created a new type of tourism-focused e-commerce with its customized tourism content database. It pairs travel products with pertinent data hosted on the platform rather than providing separate services to let customers take the initiative to buy.

Within Mafengwo, travelers can arrange all of their transportation needs for the journey. That includes airfare, train and bus tickets, bus passes, and even cruises!

Mafengwo organizes its hotel suggestions into categories like “dreamy” or “architectural”. It’s an interesting contrast to other OTA platforms that only list out hotel deals. Depending on the purpose of their trips and personal interests, customers can make reservations for their favorite establishments.

It also covers travel packages, activities, and excursions, along with helping travelers with travel documents.

Mafengwo

Dazhong Dianping / 大众点评

Dazhong Dianping is a well-known online review and rating platform that covers a variety of businesses, including eateries, hotels, shops, and other neighborhood services. It has been called the Chinese version of Yelp.

With more than 200 million unique mobile users, it bills itself as the first independent third-party consumer review website in the entire world.

Dianping provides information services such as user information, consumer reviews and commercial offers and discounts. It also provides O2O (Online To Offline) services as it combines features of Groupon, Deliveroo, Tripadvisor, and Yelp!

Overseas location can set up their pages their, publish their menus, etc. Chinese travelers can be encouraged to leave their comments and reviews.

Reasons To Use Dianping As A Marketing Tool

Dianping provides comprehensive travel and lifestyle services.
Businesses can learn how the community feels about their products and/or brands firsthand.
Dianping, WeChat, and Douyin all serve as buzz generators for most aspects of Chinese culture.
KOLs and KOCs level of interaction with companies and goods has a greater impact on other users.
Dianping is a platform where consumers can interact with brands.
Dianping’s statistics are self-evident: 15 billion visits each year. The average daily usage of the app is 13 minutes.

Businesses can learn about the preferences, viewpoints, and actions of Chinese consumers by keeping an eye on the reviews and ratings on Dazhong Dianping. For example, businesses can use Dazhong Dianping to understand which types of food and cuisines are popular in different regions of China, what factors are important to Chinese consumers when choosing a restaurant or hotel, and what types of promotions and discounts are most effective in attracting Chinese customers.

Overall, Mafengwo and Dazhong Dianping can provide valuable insights into the preferences, behaviors, and trends of Chinese audiences. This in turn can be used by businesses to develop effective marketing strategies and improve their offerings.

Dianping

Integration with Alipay and WeChat

Alipay and WeChat are two of the most popular mobile payment apps in China. Only Alipay has 320 million Daily Active Users. Both apps offer a range of features, including mobile payments, money transfers, and other financial services.

In recent years, Alipay and WeChat have also been integrated with a number of travel apps in China. Thanks to that it is much easier for users to make payments and book travel-related services. For example, users can now use Alipay or WeChat to book flights, hotels, and rental cars, as well as purchase tickets for attractions and events.

One example of a travel app that has integrated with Alipay and WeChat is Ctrip. Ctrip allows users to link their Alipay or WeChat accounts to their Ctrip account, so that they can make payments directly from their mobile devices.

Other travel apps that have integrated with Alipay and WeChat include Qunar, Meituan, and Didi Chuxing, among others. These integrations have helped to streamline the travel booking process for users. At the same time, they also make it more convenient for them to make payments on-the-go.

Overall, the integration of Alipay and WeChat with travel apps in China is a testament to the growing popularity of mobile payments and digital financial services in the country. As more and more users turn to these apps for their financial needs, we can expect to see even more integrations with other types of apps in the future.

Conclusion

By leveraging these apps, you can reach a wider audience and increase your brand awareness among Chinese travellers.

Key Takeaway: However, it’s important to remember that cultural differences and language barriers may still exist, so it’s crucial to have a deep understanding of the Chinese market and tailor your marketing strategy accordingly.

If you want to know more about the Chinese market, 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.

China has the world’s largest e-commerce market. With an average growth rate of 6%, Chinese e-commerce revenue is expected to reach $2 trillion USD by 2025.

According to research firm Insider Intelligence, roughly 1 billion local consumers shopped on e-commerce channels across China in 2022, accounting for 45.3% of all retail sales online.

That’s huge! Right? All thanks to online communities and social commerce on popular apps like TikTok, WeChat, and Sina Weibo, which have long since become ingrained in Chinese culture.

In fact, Chinese consumers use their mobile devices for almost five hours every day, which they use for keeping in touch, making payments, shopping, plan trips, and more. Keeping all this consumer data in mind, companies should reconsider their 2023 investment plans as China relaxes pandemic-related restrictions.

Here are some of the e-commerce trends from 2022 for businesses to observe and reflect in their marketing strategies for 2023.

Chinese E-commerce trends to follow

1. Outdoor games

Due to the Winter Olympics in Beijing and the relaxation of travel restrictions, there’s a significant increase in demand for outdoor activities in China through 2022.

This led to a boom in winter sports, with a 300% increase in winter sports equipment sales on Alibaba’s Tmall platform between Jan. 31 and Feb. 4, including a 180% increase in skiing gear purchases. Outdoor gear and camping equipment sales also saw a boost on Tmall, doubling in March compared to the same period the previous year.

Several international brands, including Carver and Santa Cruz, announced plans to enter the Chinese market through Tmall Global, Alibaba’s cross-border e-commerce platform, during the previous mid-year shopping festival in June.

2. Furry babies

In China, pets are increasingly being treated like own children, with owners buying specialized clothing and technology for them.

During the first checkout period of the 11.11 Global Shopping Festival in November, pet food brands on Tmall saw a three-digit year-over-year growth in gross merchandise value.

Younger Chinese pet owners view their pets as children, they are also investing in digital gadgets like intelligent pet bowls and companion robots.

3. Metaverse

In 2022, the metaverse saw significant growth, and fashion companies began to experiment with its potential uses, including digital collectibles and virtual try-on services.

Digital collectibles, which allow brands to build a community of followers in both the metaverse and the real world, became popular in late 2021.

Nearly two dozen luxury brands released 37 digital collections on Alibaba’s Tmall Luxury Pavilion, and thousands of consumers purchased them.

More retailers are expected to use digital tools to engage customers and develop products for pets in the coming year, such as Burberry’s private digital salon for coat shopping on Tmall Luxury Pavilion.

4. Gen Z Shoppers

In China, Generation Z, a significant consumer group, accounts for approximately 15% of the population.

Despite their small size, they have a disproportionate influence on consumption trends and are one of China’s fastest-growing consumer groups on e-commerce platforms. As their purchasing power grows, they will account for nearly two-thirds of Tmall Global consumers, which is more than 17% of Tmall Luxury Pavilion consumers by 2022.

Gen Zers are also fueling the popularity of collectible toys in China, congregating to show off their latest purchases and exchange trend information, attracting investors such as Sequoia China.

5. Virtual Influencers

In 2022, artificial intelligence-powered digital creations gained popularity and became celebrities in their own right. They appeared on virtual catwalks, dance competitions, and livestream sessions. These virtual idols were used by Chinese brands to increase brand awareness and attract followers among China’s digitally native consumers.

According to market research firm Forrester, virtual influencers will become more common in the coming year, with a fifth of B2C brands in China using digital idols to improve the shopping experience for consumers by 2023.

6. Cross-Border E-Commerce

The cross-border e-commerce (CBEC) sector in China has experienced significant growth in recent years. Consumers in China are increasingly interested in international products and brands, fueling growth in the CBEC sector.

As a result, in order to meet this demand, many companies have entered the market, resulting in competition among CBEC platforms like Alibaba, NetEase Kaola, JD Worldwide Vipshop Global, Amazon Global, and Pinduoduo.

🛒 Why WeChat Might Be a Better (and a Cheaper) Option for China E-commerce Newbies?

7. Omnichannel retail

Through all points of contact, this cross-channel content strategy aims to improve the user experience and strengthen relationships with the target audience.

The goal is to make the transition between online and offline interactions (O2O) as smooth and consistent as possible, regardless of where the customer shops or interacts with the brand.

China is at the forefront of omnichannel retailing, with high customer expectations, smart sales assistants, mobile-first approaches, self-service kiosks, and the use of virtual and augmented reality.

8. Xiachen

Selling through social media to China’s lower-tier cities and regions is becoming more common. Lower tiers are happy to buy consumer goods with their extra money because their living expenses are lower.

🇨🇳 China Marketing Strategy: One Size Doesn’t Fit All

9. Fintech

Financial innovation and technology are increasingly competing with traditional methods of delivering financial services.

Chinese online banks are emerging as startups that provide straightforward financial services to individuals and institutions, particularly WeCash (unrelated to WeChat or Tencent). These banks frequently employ AI and machine learning techniques.

For instance, WeCash, which has 130 million users across five countries, enables people to easily obtain their credit score and submit loan applications. Additionally, using this big data-driven platform, institutions can develop their income-producing loan portfolio.

10. Cryptocurrency

In the Middle Kingdom, users and miners of cryptocurrencies are subject to strict regulation. China is looking for a new cryptocurrency market and country-specific solutions, much like it has done with social media platforms, a dedicated Chinese search engine (Baidu), and other tools and regulations that apply only to China.

China is now completing the preparations for the launch of its DCEP (Digital Currency/Electronic Payments), which was first conceptualized five years ago.

Unlike Bitcoin and other cryptocurrencies, DCEP is sanctioned by the government. The government will most likely distribute the new currency through conventional banks, making it completely centralized and identical to traditional paper money. The Belt and Road Initiative (BRI) and other development initiatives by China are increasing its international trade, and the DCEP has the potential to increase China’s financial independence and decrease its reliance on the US.

11. From KOL to KOC marketing

Key opinion consumers (KOCs) are “regular” consumers who write blogs and make videos about their own product reviews and recommendations.

End users are thirsty for recommendations and advice from real customers they can trust. KOCs are influencers as well, but they are more sincere.

Brands that use KOCs as part of their marketing plan can see an improvement in their sales and brand recognition. As they typically do not have many followers, making them hard to find, be sure to identify appropriate KOCs.

💁🏻‍♀️ What is The Difference Between KOL and KOC?!

12. Short Videos

Short videos and short video apps are dominating the Chinese market in addition to live-streaming. As a result, the distinction between work and socializing keeps getting fuzzier. The fact that more than 300 million Chinese people use short video apps shouldn’t come as a surprise to you.

Gen Z and individuals with middle and higher incomes are more drawn to this medium in higher Tier areas. Our favorite short video platform are WeChat Channels. We even dedicated a whole category to them!

📽 Discover what WeChat Channels Are

13. Group Buying

This trend has yet to spread beyond China. Customers elsewhere may believe that the products are of poor quality or that the platforms are untrustworthy and charge hidden fees.

Chinese consumers appreciate the cheap prices, and the group-buying model benefits lower-income residents in particular.

14. Social Commerce

Social commerce, a hot new trend, is expected to reach more than 600 billion dollars globally by 2027. It arose as a result of the increased use of mobile devices and social media.

Shoppers can shop from home, at work, or on the go. This behavior necessitates the creation of novel approaches to creating a personalized and ready-to-purchase social commerce experience.

15. Cruelty-Free Products

Until early 2021, animal testing was required by law for cosmetic products imported to and sold in China. This law is no longer in effect as of May 1, 2021.

General cosmetics imported into China are no longer required to undergo animal testing as long as they also satisfy other criteria, like a safety and risk assessment.

This also broadens the market for vegan, cruelty-free, and eco-friendly cosmetics and beauty brands. The first cruelty-free cosmetics company to sell in mainland China was the UK-based skincare line Bulldog, which was imported under the general trade model rather than the CBEC model.

16. Private Traffic

Brands are looking for alternatives as paid traffic prices increase. Brands can promote a specific lifestyle and the associated products by creating exclusive clubs or groups, like WeChat groups.

A closed group has the benefit of already having devoted patrons and supporters. Additionally, they react more readily to CTAs.

17. Big Data

Massive amounts of data are analyzed in order to implement data-driven marketing in China.

Businesses get around space and time constraints by combining data from offline and online consumer behavior. Businesses gain deep insights into the preferences, movements, and behavior patterns of their (potential) customers.

For instance, Tencent gathers and categorizes data into various dimensions. This includes more than 3,000 tags, such as fundamental characteristics, social preferences, entertainment interests, media preferences, etc.

Remember that Chinese consumers adore their smartphones and utilize them for everything. In particular, WeChat which enables users to pay, play, chat, shop, order common services and goods, and more. In China, advertising has never been both simpler and trickier at the same time.

18. The Middle Class Continues to Rise

Upper-middle-income and above households are driving strong consumption growth, with double-digit growth. The number of upper-middle-class and higher households in China is predicted to increase by 71 million over the following three years.

19. Making Wiser Decisions Without Compromising

Customers are switching to less expensive channels and actively looking for sales and promotions. They are aware of the precise ingredients used in their skincare regimen or the products they use in everyday life

They could, for instance, compare and contrast the down content and thermal effectiveness of their jackets.

Customers are savvy and skilled at researching the technical specifications of their preferred products on websites or social media.

20. Guochao

Purchasing locally has been popular for a while. It was mostly due to national pride.

Most importantly, consumers are choosing local brands because they like the quality and innovation of the goods rather than just because they are cheaper or because they feel more patriotic about their country.

🥮 Discover What Guochao Is and How Can (Carefully) You Leverage It

Conclusion:

Firstly, China’s e-commerce market is expanding steadily and is leading the world. Secondly, Chinese consumers are increasingly shopping online for clothing, accessories, and beauty products. Despite the changes in Covid restrictions, this trend continues to be strong. Thirdly, e-commerce enthusiasts are now being joined by the silver generation quickly catching up with online shopping.

This allows businesses to import goods to China and expand their market, especially when combined with popular cross-border e-commerce shopping and fewer restrictions.

If you want to know more about Chinese e-commerce or need help establishing your digital presence in China, contact us. 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

Reaching Chinese Tourists: Online Travel Agencies and Social Media Platforms [2023]