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
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
4Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
5Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
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
6Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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.
7Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
8Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
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
9Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
TENCENT DEDICATES TO EMPOWER TRAVEL INDUSTRY WITH OUR ECO-SYSTEM
10Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
11Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
12Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
• 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
13Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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:
14Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
LEVERAGE AD RESOURCES TO MAXIMIZE YOUR BRANDING CAMPAIGN/PERFORMANCE DRIVE CAMPAIGN
Official Account Ads Mini Program Ads Tencent Ad Network
15Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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:
• 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
16Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
17Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
18Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
19Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
WE LOOKING FORWARD TO MORE MARKETING PROJECTS FROM SINGAPORE TOURISM INDUSTRY PLAYERS
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
20Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
Innovative Marketing
E-commerce platformOnline Roadshow connecting destination and buyers
27
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
Unique coupon code
Verified by merchant
Sustainable Business Development
Direct ticket sales channel Ecommerce and Coupon
28
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
Travel Experience Enhancement
Travel Yunnan Province with attractive spot live streaming
VR Touring Rich WeChat Eco and contactless
Digitalization enrich Tourism
29
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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
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
32Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
Copyright © 1998 - 2020 Tencent. All Rights Reserved. 腾讯公司 版权所有
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]
THANK YOU FOR LISTENINGQ&A
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