Welcome to our May Newsletter.
Labour Day holiday in China has recently ended and once again we are seeing encouraging signs based on domestic travel. Ctrip data shows an increase of 30% from pre-pandemic levels, 2 key trends include more luxury travel and group tours giving way to more private tours as family & close friends create their own bubble.
In this issue, we provide updates on new Chinese regulations and their impact on marketing – China has been cracking down on monopolistic behaviour, excessive data tracking & aggressive user retention tactics.
We have a number of Insights report in this issue – Travel Live Streaming – the rise of live streaming in tourism & where it is headed; Labour Day app usage – close to 82 Million users were active during the holiday season on travel-related apps; “Net Generation” Consumer trends – insight into the growing background, group characteristics, and online social behaviour of the Net generation (1995s and 2000s); and 2021 consumer trends – identifies the areas of development that are expected to become a trend in Chinese consumer culture.
We wrap up this newsletter with App of the month –Dewu or Poizon – a leading fashion brand exchange & trading platform.
From all of us at OctoPlus Media – Stay safe & take care.
Mia C. Chen
CEO & Co-Founder of OctoPlus Media
Mobtech and TT Voice recently released the “Online Social Behaviour Insights Report of Net Generation in 2021”, which provides insight into the growing background, group characteristics, and online social behaviour of the Net generation (1995s and 2000s).
This report defines the 1995s and 2000s generation as the “Net Generation”. The number of Net Generation has exceeded 300 million, accounting for nearly 30% of all Internet users, making it a well-deserved new force in the growth of the mobile Internet. They grew up with the Internet and are digital natives.
A new report from Analysys indicates that the scale of China’s network live stream users increased by 55.5% from 2018 to 2020, and the individual live stream market also grew gradually, thus laying a user base for the development of tourism live stream. In recent years, the transaction scale of the live-streaming e-commerce market continues to rise, which is not limited to the traditional offline channels.
However, the Chinese tourism market was affected by the epidemic in 2020, and the online tourism economy will be under great pressure. Therefore, it is urgent for China’s online tourism to take advantage of the live stream mode to activate the popularity, and increase order, help suppliers and platforms recycle funds and predict the future market, and promote the recovery of tourism destinations.
Under the epidemic situation, top platforms have taken the lead and led tourism enterprises to join the live stream industry, Ctrip’s online travel platform has achieved a record of 5 billion yuan for high star hotels.
Various factors, such as information resource collection, product attributes or brand concepts, travel reviews, and unexpected risks, are involved in the decision-making process of travel users, which will affect their final travel decision. In order to shorten the decision-making period, we must actively strengthen the deployment of each link of the user’s tourism decision-making. Online travel decision making has developed rapidly and is now at stage 3.0:
Compared with note guides and short videos, travel live stream has a stronger transaction attribute, which can shorten the travel decision-making cycle of users and show the effective ability to sell goods. Although note guide and short video have a strong “feeding” ability, the conversion ability of internal trading is relatively weak. Tourism live stream makes use of marketing and pre-sale to improve the decision-making efficiency of users’ travel transactions by cooperating with the traffic resources of live stream platforms.
Various factors drive users to reduce their satisfaction with live streaming e-commerce shopping or increase the return rate of live streaming goods. Among them, quality and after-sales guarantee are the core demands of consumers, which have also become the pain point of the tourism live streaming market. According to the data, Ctrip leads the market in the write-off rate of nearly 50% of live stream products, and quality has become the guarantee-basis for core competitiveness. The live stream of major tourism brands on their platforms was excellent. The following are some cases to share:
The rapid implementation of 5G technology, coupled with AI intelligence, further expands the live stream scene and user viewing experience, meets the application needs of travel live stream + specific business scenarios, attracts a large amount of traffic and interaction, and strengthens the impact of travel live stream.
With the epidemic under control in China, the tourism industry has entered the stage of recovery. In the future, the boom of live-stream will be flat. Compared with the epidemic period, the product marketing mode of live-stream pre-sale will fall back somewhat. In the post-epidemic era, a combination of pictures and texts, short videos or live-stream can be used to build content consumption scenarios to provide consumers with auxiliary decision-making information.
In addition, using private traffic to operate tourism content can reduce the cost of customer acquisition. Compared with public traffic, private traffic has high controllability and precise access, and high-frequency interaction enhances user stickiness and generates more transaction behaviours. Finally, the tourism traffic pool can be expanded through social sharing to disseminate consumer decisions within the radiation circle.
According to QuestMobile data, during the May 1st period, travel services and other industries ushered in substantial growth. The average daily active users of the travel service industry increased by 81.776 million compared with the same period last year, with a growth rate of 48.5%. The number of users increased by 13.081 million compared with the same period last year, with a growth rate of 83.1%.
Data released by the Macau Government Tourist Office also shows:
To get a deeper understanding of travel resurgence, Contact Us.
2020 has presented a new series of challenges to companies all over the world. As domestic demand recovers and evolves through 2021, Chinese consumers have shown remarkable resilience. The report
Well-known streamer Xinba came under fire after the market watchdog in the southern city of Guangzhou found that he had promoted fake bird’s nests, an expensive Chinese delicacy. Authorities fined Xinba 900,000 yuan, while Kuaishou blocked him from streaming on the platform for 60 days.
In order to prevent and stop monopolistic behaviour in the platform economy; promote the sustainable and healthy development of the online economy and platform economy to operate in compliance with laws and regulations – relevant Chinese authorities have recently taken a series of measures, including live broadcast, APP personal information scope. We detail out some of these measures below.
Recently, the State Internet Information Office and six other departments jointly issued the “Administrative Measures for Webcast Marketing” to standardize the order of the live-streaming market, and put forward specific requirements for platforms and live broadcast operators engaged in live broadcast marketing, and it will be implemented from May 25, 2021.
Key highlights of the new measures:
The live broadcast marketing platform shall establish and improve mechanisms and measures such as account number and live broadcast marketing function registration and cancellation.
The live broadcast publishers engaged in live marketing activities are subdivided into live room operators and live broadcast marketers.
The live broadcast marketing platform shall actively assist consumers in safeguarding their legitimate rights and interests and provide the necessary evidence and other support.
Live streamers and account holders must be aged over 16, with those under 18 required to obtain their guardians’ consent.
Live-streaming service providers to keep the records of their sales videos for three years.
All localities and departments should strengthen supervision and inspection, and carry out joint punishments in accordance with the law on live broadcast marketing market entities that seriously violate laws and regulations.
In response to the occurrence of certain apps that infringe on personal information such as illegal acquisition, over-range collection, and excessive claiming of rights, the relevant Chinese authorities have tested the personal information collection and use of some apps that are widely used by the general public such as input methods and map navigation. They found that 33 input method apps illegally collected and used personal information, including Sogou input method, Xunfei input method, Baidu input method, etc.
They tested the personal information collection and usage of some apps that are widely used by the general public, such as security management and online lending, and found 84 apps that illegally collect and use personal information, including Tencent Mobile Manager, 360 Mobile Guardian and other apps.
Relevant Chinese authorities have recently notified the list of 93 apps that violate user rights and interests. These apps have repeatedly encountered similar problems, such as forcing users to use targeted push functions, collecting personal information in violation of regulations, and using personal information in violation of regulations. Therefore, Tianya community, Damai, Tuniu Tourism, VIP training, Maimai and other companies’ APPs were directly removed from the app store.
The delisting of the APP involved may cause some trouble to advertisers. If there are advertisers who plan to place advertisements on platforms such as Maimai and Tuniu, please contact us to provide you with exclusive advertising campaign alternatives.
Dewu (Poizon) is China’s leading fashion brand exchange and trading platform. It also provides a series of fashion brand services, including the authenticity of fashion brands and trend sharing services. Dewu has gathered a large number of fans who love sneakers, fashion brand wear and fashion culture. Topic discussions focused on hot topics that young people pay attention to, such as sneakers, fashion brands, figures, street culture, car watches, and fashion art.
According to Analysys Qianfan data, as of November 2020, the monthly active users of Dewu App reached 4.846 million, a year-on-year increase of 102%.
Marketing collaboration opportunity：
Dewu App provides the following advertising options:
In addition, Dewu will also provide operational tools and data systems to help brands reach target customers, quickly understand user preferences, and find the next opportunity.
To learn more about advertising on Poizon, contact us.
– End of the Newsletter –
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