CHINA READY - STB · Marketing Innovation On-line Roadshow Live Streaming Sale Inventory Pre-Sale...

LEADING THE GLOBAL TRAVEL REBOUND

Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司版权所有

Ian ChanHead

Tencent Business

Development

Elong HuangGeneral Manager

Tencent Cloud SEA

TENCENT SHARING SESSIONJun 24, 2020

CHINA READY

TABLE OFCONTENT

1. Brief Introduction to Tencent

2. During and After pandemic, how user behavior

changes reflected on Tencent Platform

3. How travel brands started their marketing

campaigns with Tencent – Case Studies

4. How Tencent Cloud empowers travel industry –

Case Studies

5. Key Take-aways from Tencent

2Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司版权所有

Chinese Netizens Spend Time

on Mobile (%)

42.30%

11.70%10.10%

6.30%

29.70%

ByteDance

Tencent

Alibaba

Baidu

Other

Chinese netizens

spend 70% on BBAT

TENCENT HAS DEVELOPED INTO A LEADING PROVIDER OF INTERNET SERVICES

920862

556

482

407

12977

40

0

100

200

300

400

500

600

700

800

900

1000

Google Amazon Facebook Alibaba Tencent Netflix Priceline Baidu

Top Internet Companies Worldwide

in Market Capitalization

Market Cap (Unit: USD Billions)

Source: Proportion of Mobile App Time Usage, QuestMobile, China Internet Watch analysis, Oct 2019


1.2BnMAU

694MMAU

(Smart Devices) (PC + Mobile)

#1By Mobile DAU

543MMAU

(Smart Devices)

400MDAU

……Music Service

Platform

#1 #1By user in China

3

TENCENT HAS A STRONG PRESENCE ACROSS CONSUMER INTERNET VERTICALS IN

CHINA

Social Networking Entertainment Information Lifestyle and Daily Services1Software and Tools


QQ Qzone

WeChat Moments

Tencent Video Weishi

QQ Music Games

Tencent News Tencent Sports

KuaiBao Optimal Stocks

QQ Browser WeChat Pay

Applications QQ Maps

QQ Mail

PC Manager

DiDi DianPing

58 City JD

eLong

WeiPiao

Messenger Facebook

Line Instagram

YouTube Netflix

Spotify Sony

Buzzfeed ESPN

Flipboard Bloomberg

Chrome PayPal

Google Play Google Maps

Gmail

Norton

Uber Yelp

Craigslist Amazon

Expedia

Ticketmaster

HOW TENCENT RELATED TO CHINESE TOURISM MARKET?

#1Mobile Payment

by MAU & DAU

More and more Chinese outbound

tourists prefer mobile payment

Data Source: United Nations World Tourism Organization (UNWTO)；Data Source: The China Outbound Tourism Research Institute (COTRI)

Data Source: Tencent Culture and Tourism, iresearch


1.4B Total China Population

1.2B Total WeChat Monthly Active Users

85%of Chinese are

on WeChat

90-95%of Chinese Outbound tourists

are with WeChat

WeChat users will keep connected with

families and friends when they travel

abroad

WeChat & QQ are the most used

platforms for travel experience sharing

(71%+)

TABLE OFCONTENT


2. During and After pandemic, how user

behavior changes reflected on Tencent

Platform




Case Studies



TENCENT PLATFORMS ARE THE MOST USED CHANNELS

FOR EPIDEMIC RELATED INFORMATION

Data Source: Publicis Media Coronavirus report update

During the national lockdown, stay-home brings media and consumption changes

Source from:© Ipsos | Optimism and Anxieties during COVID-19 Outbreak

WeChat Official Account,Moments, WeChat groups are themost used channels for epidemic

related info.


271% Increase in search

activity for yoga

during the Chinese

New Year period,

versus 2019.

145% Search activity around

immunity-enhancing

products during the CNY

period, versus 2019 Q1

HealthConcerns

120M - 150MDaily average users for the

mobile game Glory of Kings

during CNY

40.7% - 55.3%Rise in percentage of OTT

viewers watching six or more

hours a day, comparing the pre-

CNY period and the CNY period.

Home

Entertainmen

t

321% Sales revenue increase for

online grocer Fresh Daily in the

seven days of CNY.

670%YoY GMV Growth of Shopping

mall WeChat Mini Program（Jan-01-2020 to Jun-18-2020 vs. Jan-

01-2019 to Jun-18-2019)

Shopping

Behavior

Source from: Tencent Data

THESE CHANGES HAVE SIGNIFICANTLY REFLECTED ON TENCENT ECOSYSTEM

Source: Tencent Data

WeChat


Tencent News APP

70% search for

covid-19 news

+30% DAU

HealthConcerns

+30% Consumption time

Top3 categoriesEntertainment, Movies,

TV series

Tencent Video

Home

Entertainment

+15% - + 20% Traffic increase in

WeChat Moments

80-100% Traffic increase in

Mini-program usage

+147% orders of

Vegetables in mini

Program during CNY 7 days

610K views,20M

GMVof Ctrip Chairman James Liang’s

live streaming on mini-program

Shopping

Behavior

TABLE OFCONTENT







Case Studies



TENCENT DEDICATES TO EMPOWER TRAVEL INDUSTRY WITH OUR ECO-SYSTEM


Smart Travel

Solutions

Customer

Relationship

ManagementWeChat Official

Account

Payment

WeChat Pay

Tencent Cloud

Promotion • Tencent Ads

• Tencent Marketing

Solutions

ContentDevelopment

&PR/IP

Cooperation

User

Experience• WeChat Mini Program

• Mini Program e-Shop

• Live-Streaming

- AI

- Big Data

- Cloud

Conference

Functions Community ManagementInformation

RetrievalCustomer Service

Loyalty

Program

Online Shop Order ManagementOnline Booking Promotion Guide to Visitors


SET UP WECHAT OFFICIAL ACCOUNT TOMAINTAIN A CLOSE RELATIONSHIP WITH CHINESETOURISTS

Singapore Tourism

Board

Changi Airport Singapore Airlines Resorts World

Sentosa

Tang’s Shangri-La Hotel

Singapore

Wuhan extend gratitude to other

provinces for their support

Singapore Tourism Board delivered

‘STAY WITH YOU’ to cheer Chinese user

up

Singapore Airlines keep posting the

trend/flight arrangement on WeChat

CREATE LOVE & CARE CONTENT TO DEEPEN THE ENGAGEMENT WITH USERS


• Branding Campaigns with impactful ad format & innovative creative cooperation

Singapore Tourism Board

WeChat Moment Ads

STB x Tencent Video STB x QQ KapuOther travel brands’

campaigns after epidemic


LEVERAGE AD RESOURCES TO MAXIMIZE YOUR BRANDING CAMPAIGNS/PERFORMANCE-DRIVEN CAMPAIGNS

• More Ad placements and flexible buying models to bring cost-effective ROI

• Friendly min-buy to start your campaign easily

In-Text Ad Banner Ad

OA Deluxe

Banner

Mini Program

Banner

Resorts World Sentosa

Multi-platform campaigns served

different marketing objectives

a. WeChat Moment

b. WeChat OA

c. Mini Program Ad

d. Tencent Video

Example:


LEVERAGE AD RESOURCES TO MAXIMIZE YOUR BRANDING CAMPAIGN/PERFORMANCE DRIVE CAMPAIGN

Official Account Ads Mini Program Ads Tencent Ad Network


TENCENT MAIN MARKETING & ADVERTISING PLATFORMS OVERVIEW

WeChat Ads Platform

The largest Social Media in

China :

• Official Account

• Moment

• WeChat Pay

• Mini Program

• Advertising

‐ Moment Ads

‐ Official Account Ads

‐ Mini Program Ads

Tencent GDT Network

Extend media coverage

beyond WeChat:

• WeChat

• QQ related apps

• Tencent News

• Tencent Video

• Tencent Game

• With:

‐ Flexible Bidding

model

‐ Numerous Inventory

Content & IP Resources

Premium Access to fixed CPM

buying of Tencent (non-

WeChat platform) resources:

• Tencent Video Homepage

• Brand Zone

IP & Content Cooperation:

• QQ (Zone, music)

• Weishi

• Game

• Varity Show /Self-

produced TV Drama series

Changi Airport Watsons

Raffles CitySentosa

Resorts World Sentosa

Mini Program online

payment


DEPLOY WECHAT PAY, TO INCREASE PRE-TRIP AND IN-TRIP SALES

Singapore

Tourism Board

Tourism

Info Hub

Resorts

World Sentosa

• Online ticketing

• Itinerary

• Travel Recommendation

Changi

Airport

• Loyalty Program

• User Engagement

Clarins

Travel Retail

• Pre-order

• Duty Free

• Mini Game

Paragon

Shopping Mall

• Promotion info

• Coupon


DEVELOP MINI PROGRAM TO FURTHER ENHANCE CHINESE TOURISTS’ PRE-TRIP & IN-TRIP EXPERIENCE

Zouk Out x Weishi

2017.12

WeChatMoment Ads

2018.05

Post 90s Research White Paper

STB, Tencent, Nielsen cooperation

Insights for Future strategy

2019.01 – 2019.03

2018.12

WeChat Stickers

[Post 90s不不不，不期而遇]

13.8% Engagement Rate

Listed on:

• 2019 Q3 Top 10 WeChat Ads

• 100K Additional Exposures

• PR Effect

2019.09

2019.11

SACEOS x STB x WeChat智荟新加坡（MeetSG Mini Program）

And more…2017.12

Experience SGMini Program

2019.12 – 2020.2

QQ 3D CM ShowSingapore Culture x QQ to

target younger generation


SINGAPORE TOURISM BOARD X TENCENT STRATEGIC COOPERATION COVERS DIVERSIFIED PLATFORMS

ChinatownDelivery

TangsSingaporeAirlines

WildlifeReservesSingapore

F&BAttractions

Gardens by the Bay

RetailAirlines &

Airports

Hotel &

Resorts

Others

Guardian Shilla DFS

Paragon Yue Hwa Capitaland

Xiaolongkanhotpot

JW Marriot Sheraton

ChangiAirport

China SouthernAirlines SG

ScootAirlines

KidZania

China Mobile

SG

ICBC SG


WE LOOKING FORWARD TO MORE MARKETING PROJECTS FROM SINGAPORE TOURISM INDUSTRY PLAYERS

TABLE OFCONTENT







Case Studies




Changes in our life

×25 Quiet TravelingSearch label "Tranquility" has increased by 25

times.

”Price-sensitive" tourists are changing to "quiet

and safe sensitivity”.

46% Safe FlyBookings of business class and first class with

a lower tourist density increased by 46% from

April to March higher than the 34% growth

rate of economy class.

GMV 1.5 billion RMBThe GMV through tourism live streaming

campaign held by diverse agencies exceeded

1.5 billion since March in China

100% Optimize costDirect ticket sales requested by China’s Aviation

Authority amid pandemic

Airline adopt a direct selling model to optimize

operation cost.

183% High-tech TravelingImprove Experience.

By integrating VR, live broadcast, video on

demand to keep tourists‘ stickiness.

300 million people Live BroadcastTown in Zhejiang Province launched an online

spring tourism promotion campaign. The live

broadcast attracted more than 3 million

people to watch within an hour.Data Source: From website open resource 21


How to help Industry develop under Epidemic

Health & SafetySMS Notification

Self-Triage

Health Declaration

Contact Tracing

Traffic Control

Marketing InnovationOn-line Roadshow

Live Streaming Sale

Inventory Pre-Sale

Sustainable BusinessStep up Direct Sales Channels

Coupons Reach Wider Tourists

Improve User Service

Expedite Digital Transformation

POIs

Hotel

Dinning

Payment

Airline

Transport

ExhibitionShopping

Entertainment

Travel and experience

Virtual Experience

Knowledge Digging Regarding Destination

Contactless

Traffic Control

Empower industry practitioners

Adaptability and Flexibility

Aggressive Training

22


Healthy and Safe Environment

• Message notification , high reaching rate, help local governments, industry regulators, tourism agencies to release health and safety-related

information in a timely manner.

• Tencent AI COVID self-triage risk exposure check-up and health declaration

SMS Notification COVID-10 Self-Triage COVID-10 Self-Triage

您已进入疫情防控中风险

区域，请注意个人卫生，

避免聚集，出门戴好口罩

Health Declaration 23


Innovative Marketing

E-commerce platformOnline Roadshow connecting destination and buyers

27


Unique coupon code

Verified by merchant

Sustainable Business Development

Direct ticket sales channel Ecommerce and Coupon

28


Travel Experience Enhancement

Travel Yunnan Province with attractive spot live streaming

VR Touring Rich WeChat Eco and contactless

Digitalization enrich Tourism

29


Sustainable Business Development

Accelerate digital transformation of various tourism practitioners, Tencent launched a tourism industry relief plan to reduce the cost of transformation from a business

perspective (Tencent Cloud official website COVID-19 special support plan). Digital technology as the core consumption model is expected to drive the online travel

industry to achieve a new round of high-speed growth

31

TABLE OFCONTENT







Case Studies




China Ready – take-away for today’s sharing from Tencent

Natural sightseeing/safety/promoti

on are touch points

CSR to resonate with Chinesetourists

Ian Chan [email protected] Xie [email protected] Wu [email protected]

Cloud-specific solutions tounderpin revival of tourism

trade and make moreconvenient in-trip

experience

Cloud service

enhance travel

experience

Pre-trip marketing

is the key to

Secure travelers

Contact our team to learn more about Tencent brand solution for you

Customized

Tencent Marketing

solution

Tailor-made tactics for differentsub-industries

Diversified platforms,placements, budget threshold

to cater different needs

33

Elong Huang [email protected]

Charles Sun [email protected]

mailto:[email protected]





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CHINA READY - STB · Marketing Innovation On-line Roadshow Live Streaming Sale Inventory Pre-Sale...

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