Powerful branding in the mobile era - Kevin Guo

Powerful Branding in the Mobile Era: Finding Your Differentiator to Increase Brand Awareness

Kevin Guo @Ctrip.com 郭为文 @携程

1

The trend in online marketing

2

People really become masters of internet.

1, Mobile:


3


2, Online to Offline: Internet connects to objective life.

4


3, Intellectual Property: Communication need content and spirit

5


• Brand come back as master of internet marketing

• Virtual brand serves for objective marketing

• Brand is marketing's IP with content and spirit

6

Brand Building:

Case Study: Starting from the brand of Ctrip

7

Who is Ctrip?

Ctrip.com: China’s leading comprehensive travel

service provider.

8

Who is Ctrip?

Stock price change of Ctrip.com

9

Is Ctrip an offline brand?

Who is Ctrip?

10

Is Ctrip a brand selling flight tickets and hotel rooms?

机票 Flight tickets

住宿 Hotel

自由行 Free travel

旅游门票 Travel tickets

旅游攻略 Travel guide

旅行团 Group travel

火车票 Train tickets

汽车票 Bus tickets

签证 Visa

用车 Car rental

邮轮 Cruise

53

51

45

43

41

35

34

30

23

23

20

Who is Ctrip?

11

Is Ctrip a comparatively old brand?

Who is Ctrip?

12

Three Changes in Mobile Era

13

1, Changes in Customers

14

Now 70% of new customers are below 30 years old

Changes in Customers

15

Booking Behavior: After the year of 2013, phone-call booking has decreased to less than 20% while booking via mobile has increased to 50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014


16

Booking Behavior: From booking in advance to booking on the same day

On the same day

The average number of booking days in advance

27.1%

65.59%

26.32%

18.23%

37.62%

14.14%

当天提前1天提前2-7天提前7天以上

PC MOBILE

PC MOBILE

平均提前天数

2.6

0.8

1 day in advance

2-7 days in advance

>7days in advance


17


Way of travelling: Digital, Anytime, Fragmentation

18

2, Changes in Marketing Communication

19

Much more time spent in digital media than in 4 traditional media

Digital media TV Broadcast Newspaper Magazine

3小时05分钟

2小时40分钟

11分钟 10分钟 1分钟

数字媒体传统电视广播报纸杂志

3 hrs and 5 mins 2hrs and 40 mins

11 mins 10 mins 1 min

Changes in Marking Communication

20

Way of media consumption: Digital, Anytime, Fragmentation

Changes in Marking Communication

21

3, Changes in Role of Brand

22

Changes in Role of Brand

• Channel

• Price

• Brand

The way of business success

23

On average, 1 to 3 Apps have been downloaded and opened in different industries.

Average number of apps users download and open in different industries

Average number of apps users download

Average number of apps users open

Communication

Finance

Games

Online shopping

Videos

Food

Travelling

Maternal and Child

News

Going out

Real Estate

Medical Treatment

Car service

Education

3.2

3.2 2.6 2.6

2.3

1.7 1.7

1.5

1.5 1.4

1.3 1.2 1.2 1.1

3.0

3.0 1.5

2.2

2.2 1.6 1.6

1.2

1.4 1.2

1.1 1.1

1.1 1.0

通讯社交

金融理财

游戏

网络购物

视频

餐饮

旅游

母婴

新闻

出行

房产

医疗

汽车服务

教育


24

More than 90% of customers open APPs initiatively 90+%


25


Customers start to recognize the difference between brands

携程：产品/服务全 Ctrip：Goodservice/products

去哪儿：休闲；

Qnar：Leisure

途牛：广告鲜明；

Tuniu：Impressive advertisements

阿里去啊：有个性

Alibaba: Unique

美团：常有促销

Meituan：Sales promotion frequently

26

Building an Online Brand in Mobile Era

27

Brand values

28


Brand values: Take leave without delay


30

Function of advertising: Building up awareness and trust


31

机票篇30s720p.mp4

旅游篇30s.mp4

The power of content: Create topics worth sharing

32

apple2.mp4

The power of content: Share contents worth sharing


33

陪伴让旅行更幸福.mp4

Ctrip’s brand growth in mobile era

The Top 10 Risers in Brand Value Growth of 2015

34


In mobile era, customers become the real master of brand.

Only those brands with content and spirit can

become the influential brand.

35

Thank You! For your watching

2016.05

36

Powerful branding in the mobile era - Kevin Guo

Business

Transcript of Powerful branding in the mobile era - Kevin Guo