1. Discussion
Social media in China – How to Connect & Engage with Chinese Travelers
Dr. Mathew McDougall
Founder & CEO Digital Jungle

2. Digital Jungle is a cross cultural, digital
marketing agency, connecting International
organisations with a Chinese audience
living in China or abroad
”
“

3. CHINESE TRAVEL MARKET OVERVIEW
§ 2011: Chinese travelers became the top duty free spenders
§ 2012: China became the world’s largest tourism source market (UNWTO)
§ 2013: 97 million Chinese have traveled abroad
• Approximately one of ten international tourists is Chinese
• Chinese tourists are the highest travel spenders with USD129 billion in
2013
• 3.3 billion domestic trips taken
§ 2015: China will become the world’s number one tourism destination (UNWTO)
• 130 million inbound trips, including 26 million foreigners
• 2020:
400 million outbound trips expected

4. 257 million active social media users
• 53% Urban Vs. 47% Rural
• 47% Penetration
• 41% Penetration
• 83% Penetration
Source: CNNIC Statistical Survey on Internet Development in China June, 2014
CHINESE INTERNET SNAPSHOT
Population 1.3 billion
632 million Internet users
527 million mobile internet users

5. INTERNET USERS
Source: CNNIC Statistical Survey on Internet Development in China 2014.6
0%
10%
20%
30%
40%
50%
0
200
400
600
800
Jun
2010
Dec
2010
Jun
2011
Dec
2011
Jun
2012
Dec
2012
Jun
2013
Dec
2013
Jun
2014
Internet users Internet penetration
(In millions)
By June 2014, there are 632 million
internet users in China with is 47%
penetration.
75%
Beijing
71%
Shanghai
66%
Guangdong
Internet Penetration by Region
Internet Access: 70% 44% 83%
under 10, 2%
10-19, 25%
20-29, 31%
30-39, 23%
40-49, 12%
50-59, 5%
Over 60, 2%
54% internet users are aged 20-39
0 5 10 15 20 25 30
Jun 2014
Dec 2013
Jun 2013
Dec 2012
Jun 2012
Dec 2011
Weekly average online duration of Internet users
(hours)
In average Chinese spend more than 25 hours
online in a week by June 2014, which is 30%
increase comparing with 12month ago
(hours)

6. INTERNET USERS ONLINE ACTIVITIES
Source: CNNIC Statistical Survey on Internet Development in China June, 2014
Baidu still dominates the Search Market in
China
Instant Messaging - 89%
Search – 80%
Music – 77%
Online Shopping – 53%
Social Networking – 41%
Travel bookings - 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Baidu 360 Google Sogou Soso
Search Engine Landscape

7. MOBILE INTERNET USERS
Source: CNNIC Statistical Survey on Internet Development in China 2014.6
Instant Messaging - 86%
Search – 73%
News – 73%
Music – 58%
Video – 58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
100
200
300
400
500
600
Jun
2010
Dec
2010
Jun
2011
Dec
2011
Jun
2012
Dec
2012
Jun
2013
Dec
2013
Jun
2014
mobile Internet users proportion in Internet users
(In millions)
80% of Internet users in China use their smart devices to access the internet
Activities

8. THE DRIVING FORCE – SOCIAL
• 91% of the online population in China has an
account on a social media site
• China has the world’s most active social-media
population
• Social Media in China is bigger than in any other
country in the world
• Home grown social media sites have experienced
fast adoption
• Social has moved way beyond daily messages and
simple campaigns
0
100
200
300
400
500
600
700
Qzone WeChat Sina Weibo RenRen Momo
Top Social Sites
April 2014 - Qzone is the top social site with more than 600M registered users. However WeChat has been expanding rapidly
to reach 355 million.

9. • Launched by Sina, PC & mobile based
• 500+ million users,
• 100+ million daily posts
• 130,565 corporate accounts
• 5,000 fans on average for each account
• Every user follows four corporate accounts
on average
Weibo is a Chinese microblogging service,
similar to Twitter, but with a much richer set of
features for end users and brand marketers
THE DRIVING FORCE – SOCIAL - WEIBO

10. SOCIAL MEDIA - SINA WEIBO
Source: Weibo Data Centre 2014
Facts:
176 million of active
users per month
Female/Male at 50/50
70.8% users had tertiary
education
76% users access Weibo
from apps, and 29%
from PC
58% Weibo users are
positive towards ad, and
23% of users don’t like ad
4% of the verified travel
organisations accounts
are foreign.
0%
20%
40%
60%
Born after 1990 Born
between1980
and 1990
Born
between1970
and 1980
Born before 1970
Weibo users age profile change
Year 2013 Year 2014
<15, 3%
15-24, 40%25-34, 40%
35-44, 10%
45-54, 6%
>55, 1%
Weibo verified foreign travel accounts followers
by age group.
Young Weibo
users are more
interested in
travelling to
foreign
destinations

11. • Tencent launched, mobile based
• 600+ million users, adding 1.6 million
users everyday
• 240+ million daily active users
• Over 400 million daily shared photos
• 100+ million overseas users (South East
Asia)
• Weixin 5.0 & beyond
THE DRIVING FORCE – SOCIAL – WECHAT
WeChat is a mobile text and voice messaging service. It is like a Chinese version of Line or
WhatsApp, with more social features

12. SOCIAL - WECHAT
Source: IResearch
WeChat native Beacon
interaction
Event Portal
H5 Mobile Page
Shopping
Collecting Shopper Data
Integrated
Passbook
combines the
users’ loyalty
cards,
coupons, gift
cards and
other one off
redemption
codes. And
also Enables
Online to
Offline
behaviour
Becoming
China’s
preferred
digital
payments
platform

13. Source: IResearch
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
Year 2012 Year 2013 Year 2014 Year 2015
Est.
UGC Users
UGC Users
UGC users reached 242 millions in 2014, which is 128% increase YoY. It is about 35.8% of total internet users in China
- 40,000,000 80,000,000
117go.com
breadtrip.com
qyer.com
Mafengwo.cn
Ctrip.com
Top UGC Platforms
Users
Facts:
60% UGC users are
age 25-35
62% UGC users had
tertiary education
36.5% UGC users
access UGC 2-4
times per week
70% UGC users are
working in Office
The majority of UGC
users are based in
tier 1 cities and
coastal cities
UGC TRAVEL MARKET IN CHINA

14. Image credit: “The Chinese Luxury Traveler 2013” by Hurun Report
OUTBOUND TRAVELERS ARE ONLINE
Chinese consumers are
more likely to consider a
product if they see it
referred to in social
media.
They are in general
sceptic of information
from news sources and
advertising.
Harrods revealed that it
hired 70 Chinese
speaking staff.

15. • Baidu (NASDAQ:BIDU Mkt Cap: US$54 Billion)
Controls over 70% of the search market in China
• Alibaba （NASDAQ:BABA Mkt Cap: US$220 Billion)
Largest E-commerce company in China
• Tencent (HKG:0700 Mkt Cap: US$100 Billion)
Internet and investment company, owner of WeChat
CHINA DIGITAL LANDSCAPE – BAT, THE INTERNET
GIANTS

17. CHINA DIGITAL LANDSCAPE – OTHER PLAYERS
More Internet connectivity is changing the lives, lifestyle and consumer behavior of
many ordinary Chinese. Nowadays, typical urbanites begin their day turning on their
computers, tablets and smartphones to check their emails or get on social media
platforms. (CNN)

18. GETTING STARTED ON YOUR
DIGITAL JOURNEY

19. “Listen” to the current conversations on social media to identify what motives
Chinese travellers to choose to travel to the New Zealand.
Identify who (profiles) are the top travellers from China and why – for future
effective marketing
Create more social media engagement with active online Chinese travellers to build
destination brand awareness and increase social buzz.
Work closely with travel trade online and offline to build strong relationships reaching
to Chinese travellers more effectively.
TACTICAL RECOMMENDATIONS

20. Who contacts whom
Who knows whom
What key topics are discussed
Whom influences who
What social media networks are they using
THE AUCKLAND AIRPORT EXPERIENCE

21. Interestingly while men discuss their
honeymoons, (94%) women discuss their
weddings (96%)
Chinese are overwhelming talking about
home buying in New Zealand in a positive
light
THE AUCKLAND AIRPORT EXPERIENCE

22. THE AUCKLAND AIRPORT EXPERIENCE
Understanding what are the key topics being
discussed by Chinese in relation to New
Zealand allows Auckland Airport to align
content programs and insert themselves into
digital conversations.
This deep understanding of online
discussions will help shape the nature of
communications and the interactions with
Chinese travelers.

23. THANKS FOR LISTENING
Dr. Mathew McDougall
Founder & CEO, Digital Jungle
Twitter & LinkedIn
www.digitaljungle.agency
BEIJING | SHANGHAI | SYDNEY | AUCKLAND | PARIS