The Media-Buying Landscape in China

Chinese travelers are the top-spending consumer demographic in the world. As a media-buying agency for the China market, we help clients leverage the right platforms at the right time to reach the right audience primarily in China’s travel/tourism market

We understand the platform preferences and behaviours of Chinese tourists. Whether it’s building relationships with KOLs, creating ad strategies for brands, or targeting affluent tourists, we help advertisers leverage the right platforms at the right time for the right audience.

Building your Best Strategy for Media-Buying in China

CTrip: DOMINATING THE OTA MARKET IN CHINA

As China’s #1 platform for booking airline tickets, hotels, vacations, amusement passes, cruises, fine dining, and more, Ctrip and its affiliates dominate 85% of the OTA market share in China. Ctrip is a 1-stop shop that serves the diverse travel needs of 300 million registered users.

CTrip: Key Benefits

HIGH PURCHASE RATES 

70% of Ctrip users earn a monthly income greater than RMB 8000. Ctrip’s audience has disposable income, which they spend in great quantities on Ctrip, creating strong opportunities for advertisers.

Gold users of Ctrip spend RMB 20K/year on the platform, platinum users spend RMB 50K/year, and diamond users spend RMB 100K/year. 

DIVERSE, AFFLUENT AUDIENCE 

Ctrip provides unprecedented access to a diverse and affluent audience who spend significantly on lifestyle and luxury, travel and entertainment, fine dining and tours, and more. 

Ctrip’s audience ranges in age from 22-45, and it’s well balanced between men (53%) and women (47%) with 70% of Ctrip users living in tier 1 cities. 

CTrip: The Egg Advantage

Whether it’s pre-targeting travelers with such foresight as where they are going, when, and why, reaching travelers while they’re at their destinations with the hottest deals, or grouping travelers to the same destination in a chat, offering travel guides, local tips, and brand promotion, we understand Chinese tourism behaviours and can facilitate sophisticated, precise targeting through Ctrip. 

This means targeting travelers before, during, and after their trips for optimal timing and conversions based on our unique understanding of user behaviour. 

PRE-TRIP
Traveler Behaviour 
  • Search travel guides and reviews
  • Buy travel products and tickets
Targeting Solutions 
  • Ctrip/WeChat guide 
  • App notifications 
  • Ctrip VIP center 
DURING TRIP
Traveler Behaviour 
  • Book sightseeing 
  • Share travel experiences
Targeting Solutions 
  • LBS app notifications 
  • Ctrip/WeChat guide
POST-TRIP
Traveler Behaviour 
  • Share tips
  • Post reviews
Targeting Solutions 
  • Social networking service promotion 
MORE ADVERTISING OPPORTUNITIES 

In addition to the major platforms of WeChat, Ctrip, and iPinYou, there are even more advertising opportunities for targeting Chinese tourists. 

Weibo 

With 446 million monthly active users, Weibo is the Twitter/Facebook of China, so KOL and media advertising along with content marketing is particularly effective here. 

Mafengwo + Qyer 

Mafengwo and Qyer are top trip-planning platforms. Their audiences are affluent, well-educated and prefer DIY trips, so destination advertising is particularly effective here. 

Meitu

Meitu is a photo-editing and -sharing app that boasts 480 million monthly active users comprised mainly of females between the ages of 19-35. Advertising make-up, entertainment, and lifestyle products here is particularly effective. 

Jessica’s Secret 

With 650,000 users, Jessica’s Secret allows users to compare the prices of 12 million products from duty-free stores around the world, so travel retail brand advertising is particularly effective. 

Douyin (TikTok) 

Douyin is a media app for creating and sharing short videos. As the most downloaded app of 2018, it is available in over 150 markets and in 75 languages. 

KOL Marketing 

KOL marketing is huge in China. Leveraging the high-impact influence of KOLs is effective across most if not all the platforms targeting Chinese tourists. We have established relationships with top KOLs in China to help bring your brand to masses. 

Weibo 

With 446 million monthly active users, Weibo is the Twitter/Facebook of China, so KOL and media advertising along with content marketing is particularly effective here. 

Mafengwo + Qyer 

Mafengwo and Qyer are top trip-planning platforms. Their audiences are affluent, well-educated and prefer DIY trips, so destination advertising is particularly effective here. 

Meitu

Meitu is a photo-editing and -sharing app that boasts 480 million monthly active users comprised mainly of females between the ages of 19-35. Advertising make-up, entertainment, and lifestyle products here is particularly effective. 

Jessica’s Secret 

With 650,000 users, Jessica’s Secret allows users to compare the prices of 12 million products from duty-free stores around the world, so travel retail brand advertising is particularly effective. 

Douyin (TikTok) 

Douyin is a media app for creating and sharing short videos. As the most downloaded app of 2018, it is available in over 150 markets and in 75 languages. 

KOL Marketing 

KOL marketing is huge in China. Leveraging the high-impact influence of KOLs is effective across most if not all the platforms targeting Chinese tourists. We have established relationships with top KOLs in China to help bring your brand to masses. 

Digital Marketing across Asia

Each market in Asia comes with unique search engines, language challenges, and user habits. Navigating these environments requires local and digital expertise for strategies that convert.  

CHINA

China has 828 million internet users captive on a unique array of exclusively Chinese search engines and social media. 

JAPAN

Japan’s familiar platforms grant brands unparalleled access to its 119 million internet users and USD $82 billion e-commerce market.

KOREA

With a GDP of USD $1.7 trillion in 2019, Korea represents an attractive yet relatively untapped digital market for global brands.

APAC

APAC offers huge growth potential. The challenge lies in localizing digital strategies across vastly diverse regional markets.

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