China Cultural Tourism Ecological Insight Report – 2020

As faced with the sudden COVID-19 in 2020, all walks of life began to develop digitally, from e-commerce live streaming, Internet medical treatment, online education, to the launch of “travel live streaming” on platforms such as Douyin, Kuaishou, Taobao and MFW. In demand for travel, more and more users are not satisfied with understanding the travel destination by browsing pictures and texts, but more hope to experience it through live video, short video, etc.

Travel live broadcasts not only allow users to “really” see the destination but also experience the correct playing method and the most in-depth experience under the guidance of Travel KOL, official tourism bureau and tourism merchants, to truly “immersive” and “recommendation online”.

At the same time that travel live-streaming meets users’ travel needs, it also brings new opportunities to the tourism industry. For destinations and merchants, travel live-streaming can help them establish long-term channels of communication with users, create high-quality live-streaming content, conduct online marketing, and create and accumulate “online assets.” In addition to the digitization of content, innovative marketing services also help the industry build tourism brands. At the same time, through real-time and interesting interaction with users, users’ “online” and “offline” travel experience can be optimized to serve users better.

Compared with entertainment and lifestyle video platforms, MFW travel live-streaming has higher “purity” and “depth” of tourism information and is dedicated to solving the problem of “what to play” and “how to play” for tourists, to attract users to conduct more in-depth exploration and experience. Data show that the live content of in-depth experience is favoured by 72.88% of users.

The success of MFW travel live-streaming is that it treats the whole world as a live-streaming room. It’s not limited to “selling products”, but also telling you how to play and what new ways to play, which is also an indispensable and important part of the live broadcast. For example, the host “Jing Du Xiao Hu” was live-streaming for Fushimi Inari Taisha in Japan, she helps a Beijing audience to get a fortune stick, and the user excited. While other anchors are still streaming live from the Chengdu panda base, the MFW anchor has begun to take viewers into the delivery room to “meet” the newborn pandas, they bringing a more in-depth “experience” to viewers.

According to the report, Phuket, Kyoto, Antarctic, Osaka, and Colon Island are the most overseas popular destinations for Chinese. In-depth experience travel live-streamings are the most popular among users.

Among the live streaming viewers, the 90’s and 85’s with strong economic strength are the primary users of travel live streaming, accounting for more than 50% of the total, and the 95’s, 00’s and other Gen- Z account for more than 20%.

Source: http://finance.eastmoney.com/a/202005111480742881.html