China's two biggest commercial platforms, Qunar and C-trip, provide advertising, social, and thought leadership opportunities unmatched by more well-known Chinese sites. This presentation provides an intro to the opportunities.
3.
Page views per day: 1,661,100
Baidu Page Rank: 7
Google Page Rank: 7
Income in 2013 was 5,400,000,000 RMB (890,000,000
Dollars), up 30% since 2012
Let’s take a look at the numbers…
4. Page views per day: 1,421,040
Baidu Page Rank: 8
Google Page Rank: 7
Income in 2013 was 850,900,000 RMB, up 69.6%
since 2012.
!
!
Both
Qunar
and
C-‐Trip
are
huge,
robust,
and
evolving
sites.
6. Qunar and C-trip both offer
!
that can be thought of as:
• SEO
• Product Pages
• Display Advertising
• Daily Special Deals
• Content Marketing
• Social Interaction
Promotion Opportunities
15. SEO Takeaways
1. Check
your
offering
translation
key
terms
in
Baidu.
The
more
ads
that
appear
in
the
results,
the
better!
2. More
content
and
offerings
mean
more
appearances
in
search
results.
3. Work
with
an
account
rep
to
get
bundled
with
as
many
packages
as
possible.
4. Cultivating
good
ratings
is
an
SEO
strategy,
not
just
a
social
strategy.
16. Product Page Every destination shown in C-trip’s results,
can build a Product Page
Where you can add
pictures, and more
info about your
destination.
17. Product Page
Reviews are important.
To get started, frequent
users of C-trip can be
incented to write a
positive review, for non-
monetary consideration
(swag).
18. Product Page
Visitors can book right from the product page, so good pics and
good reviews are important.
22. Display Advertising
Ads
on
the
fligh
ticket
page
can
be
programmed
to
display
relevant
to
search,
a
more
focused
approach
than
front
page
advertising.
24. Hotel
page
searches
are
another
destination-‐specific
form
of
advertising.
Display Advertising
25. C-trip has the same
display ad options
Display Advertising
26. Display Advertising
A truly deep-discount promotion might warrant a front-page
banner, but notice BMW is the org sinking big bucks into a big
home page banner.
29. Display Advertising Takeaways
1. Display
advertising
on
C-‐trip
and
Qunar
is
expensive,
but
has
a
much
broader
and
more
focused
reach
for
focused
audience
than
any
other
Chinese
platforms.
2. Skip
home
page
ads
and
focus
on
targeted
display
opportunities.
3. Experiment
with
banner
design
and
include
a
CTA.
4. Special
promotion
banners
have
the
highest
conversion
rates.
30. Special Deal On Qunar there’s a Special Deal
everyday…
Here we can see a vacation package to Hawaii from Beijing,
round trip... ¥6,999
36. So posting regular content on your page is a great idea!
The content is interactive, making Qunar a much more
targeted option than Sina Weibo.
Content Marketing
38. Make the content pop with good pics! Likes on C-trip are
much more valuable than Weibo re-tweets.
Content Marketing
39. It’s hard to go wrong with a food post….
Content Marketing
40. Social Interaction Takeaways
The
robust
content
and
interactive
options
provided
on
both
Qunar
and
C-‐trip
make
them
far
preferable
to
Sina
Weibo
for
driving
and
converting
your
key
demographic
in
China
50. Take aways:
1. Qunar offers broader reach, but
operating a Tmall-style store on the
platform requires more resources.
2. Getting bundled into C-trips’ relevant
packages is a great idea, but requires
reach-out to and cooperation with
different providers.
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