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Tips For Creating A Successful Wechat Marketing Strategy For Outbound Tourism

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By Author: Damon Za
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The outbound travel market of China is growing at a fast pace with close to 150 million overseas tours made by Chinese travelers in 2018 that is a mammoth growth of 1.326 percent from only 10.5 million in 2001. The current trend shows that China is the most powerful outbound market even surpassing the United States and also Chinese travelers spend nearly 270 billion dollars in the process. Therefore, the attractiveness of this market among western brands is obvious and several businesses are using marketing strategies for accommodating the unique requirements of this cosmopolitan audience. We will be discussing WeChat, which is one of the popular social media platforms in China, and provide some insights on how western businesses can leverage this platform for marketing success.

Steps to create a flourishing travel-based WeChat marketing strategy

The Chinese marketplace is complex and dynamic and the tech-savvy users expect unique, engaging, and tailored online experiences that offer them real entertainment, value, and flawless user experience. Sixty percent of China’s outbound tourism comprises of Gen Z and millennial travelers and over seventy percent of this audience are hooked into blogs, social media, and travel websites for creating their custom-made itineraries.

Using the proper Key Opinion Leaders (KOLs)

Travel KOLs play a major role to attract the millennial market, as they extensively use their smartphones and value recommendations of trusted influencers. When engaging with the right KOL, your business can start engaging with Chinese travelers when they are planning their itineraries. A proper WeChat strategy will be to agree on a partnership or sponsorship arrangement where the opinion leaders will be providing reviews, live experiences at your destination, and offering advice that can position your brand in the market. You need to research to get the right influencer so that it can attract the audience by marketing your services or products. Moreover, you also have to provide your influencer with free hotel accommodation, high-end product, or discount code so that they can able to launch a viral competition.

Right timings and creating good content

Traveling in China peaks during Chinese New Year, summer, and in October Golden Week. Make sure your WeChat marketing strategy must be designed to kick in during the planning phase beforehand primarily 3 to 4 months before customized WeChat marketing campaigns that help in generating travel inspiration to your preferred destination.

A major source of inspiration to these outbound travelers is WeChat articles, so make sure your content has to be curated carefully so that it has a visual appeal, beautiful design, and engaging, as Chinese love informative, entertaining, and witty content. They are very much inclined to nature when it comes to traveling. For instance – a waterfall or a serene, clean beach can be used as a scenery-based image and messaging that conveys the ‘beautiful, un-spoilt, and clean image thereby generating high engagement among people living in China. Conduct innovative campaigns and travel contests for inspiring new visitors to buy your services and products.

Westwin offers digital marketing services such as market strategy, search engine marketing, WeChat and Weibo social media marketing, PPC advertising, mobile marketing, website localization, and more in China. To know more, visit https://adstochina.westwin.com/who_we_are/index.shtml.

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