china ready webinar 2021 - stb.gov.sg

China Ready Webinar 2021

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Platform Function

Payment

Integrated news and search engine

Communication

Social media networking

Entertainment

Lifestyle services

Transport

E-commerce

A non-exhaustive and snapshot of Chinese digital platforms catering to various lifestyle needs, where each platform may also have converging utility

Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission

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AWARENESS RESEARCH BOOK EXPERIENCE ADVOCATE


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AWARENESS


Douyin• Social media channels such as

WeChat Moments 微信朋友圈, Bilibili, RED 小红书, Weibo 微博, and Douyin抖音 are used for daily browsing, and users often come into contact with content that inspire their next holiday.

• AI-powered platforms such as Douyin also enable further customisation of content based on browsing history and interests.

• Brands and destinations are also able to leverage these platforms to reach consumers through creative content formats and eye-catching presentation styles.

Moments

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RESEARCH


• Content providers such as Mafengwo马蜂窝 provide users with a range of information such as recommended itineraries, to-do lists, articles, trip videos in addition to tips and tricks from fellow travellers for a better travel journey

• These can be saved to the user’s account for ease of retrieval when needed.

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BOOK


• Consumers can use Ctrip携程 to book their flights, train tickets, hotel accommodation in addition to group packages, land tours or find a private tour guide for their desired location. They are also able to arrange for car rentals and airport pick-ups in advance.

• Travellers are also prompted on the latest entry requirements and would be able to liaise with the digital concierge on trip cancellation or rescheduling.

• Travellers also look to OTAs such as Fliggy飞猪 and Tuniu途牛 to plan their trips.

7Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission

EXPERIENCE

WeChat Mini-Programme WeChat Official Account

• Visitors can tap on POIs’ WeChat mini-programme for crowd levels, on-site navigation and audio guides in addition to various other information and services.

• Visitors to Singapore can also tap on STB’s Visit Singapore WeChat Mini Programme体验新加坡小程序 to plan their trip based on recommended events, attractions and routes that are pulled from the Tourism Information and Services Hub (TIH). Audio guides can also be accessed from STB’s WeChat Official Account 新加坡旅游局


EXPERIENCE

Consumers can scan the merchant’s on-site QR codes or access their WeChat Mini-Programme for purchases, with the transactions to be accumulated for loyalty programmes.

Users can earn rebates and/or points for redemption, and to obtain discount coupons.

Consumers can access the various apps within Alipay, such as Didi for ride-hailing services or Hellobike for bicycle rental.

Discount coupons from merchants can also be accessed and redeemed from the user’s account.


ADVOCATE

• Apart from being able to select restaurants and cafes based on proximity and type of cuisine, users can also look through results based on reviews and ratings.

• With reference to recommended dishes from fellow diners, users would also be able to scan the QR codes on their tables to order their food (“扫码点餐”).

• Dianping users are also able to gain membership benefits with more quality reviews written, such as participate in a lucky draw for a free meal or to get discount vouchers.

Check on how long the queue is

Purchase a coupon to offset the cost of the meal

Find out what others are saying about this restaurant

Leave a review of how your meal went

大众点评 Dianzhong Dianping

Examples of platforms

Features Social networking and entertainment

UGC content from fellow travellers

Online travel agents for the booking of air tickets, accommodation, attraction tickets

Interactivity, payments and transactions

Reviews


AWARENESS RESEARCH BOOK EXPERIENCE ADVOCATE

Douyin

WeChat

Fliggy

CtripMafengwo

Dianping

WeChat Pay, Alipay and Mini-Programmes


• China’s economy expanded 2.3% in 2020 and was the only major global economy to grow1. The country had set an economic growth target of 6% for 2021, where it achieved 18.3% in Q1 2021 that was the biggest jump in GDP since 19922.

• Domestic travel continues to see strong demand in 2021. For the 5-day Labour Day holidays (1-5 May), ~230 million trips were made (120% yoy increase and at 103% of pre-pandemic levels) 3.

Prefer to travel as FITsand smaller groups with private and self-guided

tours to maintain minimal contact with

others and staff

Budget for shopping and flight remain

while set to decrease for hotel

and dining

Top 3 considerations for outbound travel:

• Destination’s pandemic situation

• Social order • Healthcare system

OUTBOUND TRAVEL TRENDS

FOR CHINA

1: The Guardian, 11 Feb 20212: BBC News, 16 Apr 20213: CGTN, 5 May 2021

Majority prefer to travel when herd

immunity has been reached and will do so during off-peak seasons in future


Bringing historical artefacts or monuments to life through music and

animation

Livestreaming of unique sights and events by overseas

destinations

Creating deeper visitor experience such as through augmented reality solutions

for self-exploration of destination

Images and videos sourced from internet and social media sites

Sanxingdui 三星堆

New Zealand

Sweden

AR experience at Mogao Caves


National Museum x shoe-maker Feiyue and Oreo

E-sports game Honour of Kings x MAC Cosmetics and luxury brand Burberry respectively

Yongpu Coffee x hit youth film “Better Days”KFC X Liushen insect repellent drink

Tsingtao Beer x Karl Lagerfeld

Images sourced from the internet and social media sites


Flavours and scents reminiscent of the city e.g. spicy hotpot scented

candles from Chengdu

Archaeological “blind box” set by Henan Museum

Images sourced from the internet and social media sites

Ice cream moulded after famous or representative historical monuments and artefacts

Customisation of scarves based on ancient drawings within the grottoes of Dunhuang

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Sources: STB commissioned survey 2020, Agility Research


Ranked #1 amongst 15 destinations on efforts to contain COVID-19

Nature walks, food tours and off-the-beaten-track cultural trips are themes that Chinese travellers would be interested in when they are able to visit Singapore

64% are keen to visit SG once travel restrictions are lifted; Singapore is one of the top 5 destinations favoured by premium travellers


Limited-edition Merli stationery giftbox with M&G Stationery

Series of Passion Tribes-based podcasts with ELLE magazine by SG actress-singer Eleanor Lee

Delivery boxes with handmade toys of Singapore icons as part of a offline and online campaign with Xiaomi

Showcasing Singapore kuehs at the 2020 Chengdu Food Festival

Partnership with ABC Cooking Studio on a specially developed recipe where consumers can recreate their own kaya lava cake

Joint marketing for Chinese New Year with snack-maker IRVINS

Interactive SG digital learning experience with Kuaidui Zuoye app

• Partnered with Woshimi (我是谜) app, a popular online gaming platform and social community well-known for LARP (线上剧本杀游戏), to co-create a special edition script named 狮落的宝藏 featuring Singapore and the four Passion Tribes of Foodie, Collector, Socialiser and Explorer

• Merlion Park, Clarke Quay, Haji Lane and Joo Chiat/Katong were featured throughout the script as well.


Mafengwo Woshimi (我是谜)

• A series of digital classes for 5-12 years old and their parents to experience Singapore virtually through thematic courses.

• Kids will receive a certificate upon completion of courses and assigned interactive homework.


Livestream on Fliggy and Taobao Live to promote

Spring Lantern Festival and Chinatown merchants

Livestream with Singapore Airlines

Livestream on Ctrip with famous Hunan Satellite TV host Li Rui &host of

the popular reality series “爸爸去哪儿”

Sale of Singapore hotel stays, attraction tickets and Singapore products

with Lvmama

Inaugural feature on Ctrip’s “BOSS Livestream” for Singapore hotels,

hosted by Trip.com Group’s co-founder James Liang


Tencent Limixiu and QQ AR: featuring Peranakan items and places of attractions around Singapore

Douyin: featuring stickers of iconic Singapore places

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EXPERIENCE STEP-UP FUND (ESF)

• Supports development and enhancement of tourism experiences that increase attractiveness of Singapore to visitors to improve overall visitor experience and satisfaction in Singapore

• Proposed projects should fall under one of the following categories: • Development of new products and experiences• Content enhancements at existing attractions and precincts• Technology enablers • Amenities enhancements within retail malls and attractions • Infrastructure enhancements

• More info at https://www.stb.gov.sg/content/stb/en/assistance-and-licensing/grants-overview/experience-step-up-fund-esf.htmlor email [email protected]

Resorts World SentosaTourego Wing Tai


https://www.stb.gov.sg/content/stb/en/assistance-and-licensing/grants-overview/experience-step-up-fund-esf.html

mailto:[email protected]

china ready webinar 2021 - stb.gov.sg

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