Peggy Li, Strategic Partnership Solutions’ Managing Partner, gave a talk on how to use Chinese social and online media platforms to engage Chinese-speaking audiences in Dubai and the United Arab Emirates at the 2019 Restaurants, Cafes, & Lounges Conference and Exhibition, which took place in October 2019.
Peggy points out that many businesses are missing out on attracting Chinese-speaking UAE residents or travelers to Dubai, Abu Dhabi, Ras al Khaimah, Sharjah, and the other Emirates, because they do not communicate authentically across the platforms used by these audiences.
Peggy explains how businesses can start using services like WeChat, Weibo, Meitu, Dianping, and others to connect with Chinese-speaking audiences, but also why correct platform selection and targeting is the key to running successful campaigns and generating positive ROI.
This is part 2 of 3 of Peggy’s session at #RCLdubai2019 , which took place at the Roda al Bustan on 7th & 8th October 2019 and which was organized by Great Minds Event Management.
Now is the time for hotels and other travel related companies to really focus on their China Digital strategy – more than just Wechat.
This is the first Animated piece by Wimintra and me. We hope you enjoy it!
The good news is that Chinese travelers are smart, digitally savvy and know what they want when it comes to travel. Less and less are traveling in groups, and more and more are making decisions based on their own research and referrals from people that they trust.
The bad news is that all of those digital strategies that you are using right now – Facebook, Google, Analytics, re-targeting audiences, pixels and cookie tracking is all useless when it comes to marketing to the Chinese market.
By the end of next year, it’s estimated that over 240 million Chinese citizens will hold passports, and while only two years ago almost 70% of Chinese travelers traveled in groups, by the end of 2021, over 60% of travelers will be upwardly mobile Fully Independent Travelers or F.I.T’s.
You need to forget the horror images that you may have seen of Chinese tourists in the past and start to see the reality that is emerging.
A recent study showed that the average Chinese tourist on a 3 day holiday package will spend around USD$1,300 on shopping, dining and traveling around – this doesn’t include the cost of their accommodation. In comparison, the average US tourist will spend around USD$500 on these same things while on a comparable trip.
Despite what you might hear from some media outlets, the wealth in China continues to grow and with it is a new, young, educated and cashed up generation looking to explore the world and make their mark.
From over 10,000 hotel reviews that we studied, over 98% of properties failed to respond and engage with the guests leaving responses. Of those that did respond, many of them just used boiler plate cut and paste responses which risked making them look worse than not having engaged at all. Google translate is not enough.
Chinese digital channels are amazingly abundant and advanced, but work very differently to digital channels outside of the mainland. People who try to approach these channels in the same way that they manage social media through facebook and instagram etc. end up failing and losing a lot of cash in the meantime.
We will be running a series of China Digital Marketing Workshops in the region – both face-to-face and online. Drop us a line if you’d like to participate in one of our public programmes, or we could arrange to run a custom one for you and your team.
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