china outbound ppt · search engine is the main information sources for chinese outbound tourists...
TRANSCRIPT
China Outbound Travel
2018
1st half of 2018:
80,000,000 worldwide border crossings (Chinese Passport Holders)
Year-on-year growth rate of 16.4%.
Chinese outbound tourist data - 2018
Source:ChinaOutboundTourismResearchInstitute(https://china-outbound.com/2018/08/22/cotri-publishes-chinese-outbound-tourist-arrival-data-for-h1-2018/)
There are definitely more than this…..
Source:SouthChinaMorningPosthttps://www.scmp.com/magazines/post-magazine/long-reads/article/2178010/ctrip-not-only-bringing-world-chinese-tourists
How About Hong Kong?
Source:HongKongTourismBoardhttps://partnernet.hktb.com/en/research_statistics/index.html
Top Departure Destination - HK
Top 5 Departure
Shanghai
Beijing
Guangzhou
Shenzhen
Hangzhou
Top 5 Rapid Growth Departure
Changsha
Shenzhen
Chongqing
Chengdu
WuhanSource:NationalBureauofStatistics
Overview of Chinese Tourists- HK
Above 5012%
40-4911%
30-3930%
20-2925%
Below 2022%
Over75%TravelersAreBelow40 Gender
42%58%
Source:NationalBureauofStatistics
Then…How Exactly can I target Chinese Traveler?
Go Digital!
1980s & 1990s
27HoursaWeek 8Outof10
480 Million People
387 Million are using the Internet
Source:CNNIC
1970s & 1990s
1980s & 1990s
Credit:Sinorbis
1980s & 1990s
SEARCH ENGINE IS THE MAIN INFORMATION SOURCES FOR CHINESE OUTBOUND TOURISTS
INFORMATION ACCESSING CHANNELS FOR OUTBOUND TOURISTS
66%
60%
49%
48%
46%
45%
28%
0% 18% 35% 53% 70%
CHINESE E-COMMERCE PLATFORMS
CHINESE SEARCH ENGINE
KOL
FOREIGN E-COMMERCE PLATFORMS
FOREIGN SEARCH ENGINE
Source:ChinaOutboundTourismResearchInstitute(https://china-outbound.com/2018/08/22/cotri-publishes-chinese-outbound-tourist-arrival-data-for-h1-2018/)
POPULAR KEYWORDS USERS SEARCH ON PC
SOURCE: 360 BIG DATA
2016Q1
2016Q2
2016Q3
2016Q4
2017Q1
2017Q2
2017Q3
2017Q4
2018Q1
2018Q2
2018Q3
POPULAR KEYWORDS USERS SEARCH ON MOBILE
SOURCE: 360 BIG DATA
GOLDEN WEEKS & CHINESE NEW YEAR ARE THE MAJOR PERIODS THAT TOURISTS PAY ATTENTION TO TRAVEL-RELATED INFORMATION
SOURCE: 360 BIG DATA
25%
22%
12%
12%
8%
7%
5%
4%
0% 18% 35%
勞動節LABOUR'S DAY
春節CHINESE SPRING FESTIVAL
暑假SUMMER HOLIDAY
國慶NATIONAL DAY
清明QING MING FESITAL
中秋MID-AUTUMN FESTIVAL
週末WEEKEND
端午節DRAGON BOAT FESIVAL
USER AWARENESS
FESTIVAL/ PERIOD
WEBSITE & TRAVEL GUIDANCE ARE THE MAIN CONTENT BEING SEARCHED BY CHINESE TOURISTS
SOURCE: 360 BIG DATA
40%
13%
12%
5%
5%
5%
3%
2%
2%
0% 18% 35% 53%
網站WEBSITE
遊記攻略TRAVEL GUIDANCE
航空FLIGHT
地圖MAP
旅遊方式TRAVEL APPROACH
旅行社TRAVEL AGENT
旅遊時長TRAVEL PERIOD
價格PRICE
天氣WEATHER
USER AWARENESS
CONTENT PILLAR
OK, Search is critical. Then?
PC• PenetrationRate62.5%• MarketShare~40%• DailyUsers:~450million• DailySearchvolume:~700million
• 2nd largestsearchengineinChina
Mobile• Dailysearchvolume:230million
• DailyUsers:~300million
Search marketing in China: the rise of so.com
http://www.iresearchchina.com/content/details7_50031.html
www.so.com is in 4th position of top 500 websites in China by UVs in Oct, 2018
2nd place in search engine site type
Monthly UVs: 321,354,000
Don’t Be afraid to be Fancy!
Be “Local” and “Personal”
MakeYourCampaignsandAdCopiesAppealingtoYoungPeople
旅游达人 吃货
文艺青年 老兄
喵星人
纯爷们
Search and then what
else?
Pre Trip
Targeting Chinese Traveler
During the Trip
ConnectCapture
ConvertDrive Foot Traffic
Post Trip
LoyaltyRe- Targeting
360 DSP
Open & Enormous Resources
22 Billion+Daily Exposure= Major
Exchange Platform
PC
20 Billion
MOBILE
2 Billion+
Accurate & Unique Targeting approach
URL Retargeting
Keywords-retargeting
Geo - Targeting
500+ Purchase interest filtering option
200+ Industries interest filtering option
Web portal filtering & Ad placement filtering
CPC buy
Display Ad via 360 Display Network
Re-Targeting
• Brand, Competitor and Product-related Keywords Targeting
• Re-targeting to Historical Visitors who Didn’t Visit Product Page
Re-Targeting to Premium Visitors
• Re-targeting to premium historical visitors who visited product page
• personalized ad for various products -flights/hotels/packages
Reach New Customers
• Campaign-base display ads • Drive Traffic to Website
During the Trip- HKIP Targeting, native ad
During the Trip- HKIP Targeting, interactive ad
Qihoo 360 Introduction
2018
97%
360 Total Security
70%
T h e l a r g e s t P C a n d M o b i l e I n t e r n e t S e c u r i t y P r o v i d e r i n C h i n a
360 Mobile Security
Security as Core Value
CORE PRODUCT OVERVIEW
1
2
3
4
5
6
No.1 PC anti-virus software in China: 514 million active users & 96.6% market penetration rate
No.1 PC browser in China: 398 million active users, 73% market penetration rate
No.1 navigation website in China with highest traffic, average 677 million daily page views
No.1 mobile security APP in China with over 599 million users
No.1 mobile APP Store in China for Android system with 500 million users
No.2 search engine in China with 62.5% of market penetration rate
SEARCH DISPLAY DATAMOBILE
https://www.so.com/
Display Banner Network / DSP
Qihoo 360 Mobile appstore
Big Data Analysis
360 Trends
360 DMP
360 Analysis
Qihoo 360 DIGITAL MARKETING SOLUTION
2nd Largest Search Engine in China
http://e.360.cn/static/service/#40
http://zhushou.360.cn/
http://shangyi.360.cn/
https://trends.so.com/
http://dmp.360.cn/index
https://fenxi.360.cn/
360 BIG DATA TOOL – 360 SHANGYI
Keywords，URLs，APP，Mobile Devices，Audience groups
Industry trend，Market distribution，Audience analysis，Online behavior
Single Target, Multiple Targets Support data source from both PC & mobile
Targets
URL: http://shangyi.360.cn
Analytic Modes
Analytic Needs
Multiple Platforms
BRAND ANALYSIS
Brand Trend Brand Awareness
MARKET ANALYSIS
Market Share
AUDIENCE ANALYSIS
Audience Demographics
Audience Traits
GEOGRAPHICAL ANALYSIS
Dis t r ibut ion
BEHAVIOUR ANALYSIS
Keyword
Vi s i t PathClient A客户A
Why Qihoo 360
1. Brand positioning: Cyber security is 360’s core value, we strongly believe in a Virus-free internet environment. Which mean for advertisers, they do not have to worry about brand safety, which is definitely a huge issue in China.
2. User demographic: Qihoo 360 use internet security software(Anti Virus, 360 internet browser & mobile app store to capture and increase our market share, and thus, our users have better brand loyalty & stickiness) Also, our users are more well educated and younger than the average Chinese netizen since they have internet security in their mindset.
3. Conversation & Performance: With the same amount of budget, our conversation rate is higher than other Chinese media (search engine and DSP). It is because of our user demographic, we bring “quality traffic” to our advertiser and thus, better conversation & performance. 360 is known as a performance driven media in China market.
4. Cost: Compare with other Chinese media, we do offer a very reasonable offering.
OUR CLIENTSWHO ARE THEY
eCommerce/ Retail Hospitality/ TourismBrand Others
2. localization
3. Law & Policy
4. Expectation
Take Away for China Market
1. Understand the Market- Digital Marketing
