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<h2>Understanding the Chinese Social Media Landscape</h2>
<p>For marketers in Los Angeles looking to tap into the vast Chinese market, understanding the unique social media landscape is crucial. Unlike the Western world, where platforms like Facebook and Instagram dominate, China has its own set of popular networks such as WeChat, Weibo, and Douyin. Each platform offers distinct features and caters to different audiences, making it essential to tailor your strategy accordingly.</p>

<figure id="figure-kn5rom9km7m4wgz2bp"><img id="kn5rom9km7m4wgz2bp" src="https://media.gettyimages.com/id/1370792084/photo/internet-in-china-concept.jpg?b=1&s=2048x2048&w=0&k=20&c=n3VzuhgXxMLuUasnMq-vh64ibp98tKLzk4seCULHgao=" alt="chinese social media" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>WeChat, for instance, is not just a messaging app; it’s a multifaceted platform that integrates social networking, e-commerce, and financial services. Weibo resembles Twitter but with a more extensive range of multimedia options and a broader reach. Douyin, known as TikTok internationally, focuses on short-form videos and appeals to younger demographics. To successfully engage with Chinese audiences, Los Angeles marketers must familiarize themselves with these platforms and their functionalities.</p>

<h2>Localize Your Content</h2>
<p>Localization is key when entering any foreign market, and China is no exception. Language barriers can be a significant hurdle, so it’s vital to produce content in Mandarin Chinese. However, localization goes beyond mere translation. It involves adapting your content to fit cultural nuances and preferences. This means understanding local trends, holidays, and consumer behavior to create more relatable and engaging content.</p>

<p>Consider collaborating with local influencers who have a strong presence on Chinese social media. These influencers can help bridge cultural gaps and increase your brand’s credibility among Chinese consumers. By tapping into their established follower base, you can enhance your reach and engagement significantly.</p>

<h2>Compliance with Chinese Regulations</h2>
<p>Navigating Chinese social media requires an understanding of the country's regulatory environment. The Chinese government imposes strict regulations on internet content, and failure to comply can result in severe consequences for your brand. It’s important to be aware of the rules regarding censorship and prohibited topics to ensure your content remains within legal boundaries.</p>

<figure id="figure-s8fx0ntypjm4wgz2bp"><img id="s8fx0ntypjm4wgz2bp" src="https://media.gettyimages.com/id/1053768532/photo/judge-or-auction-gavel-on-china-flag-background-3d-illustration.jpg?b=1&s=2048x2048&w=0&k=20&c=P5wpGyguAFXSbWVwTjtXXwBXrx9bFpQEfYKKtMpl-Jo=" alt="chinese regulations" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Working with a local partner or consultant who understands these regulations can be beneficial. They can guide you through the legal landscape and help you navigate any potential challenges. This collaboration will ensure that your marketing efforts are both effective and compliant.</p>

<h2>Engaging with Chinese Consumers</h2>
<p>Engagement on Chinese social media platforms requires a different approach compared to Western networks. Chinese consumers often expect more interactive and dynamic content. Incorporating live streaming, interactive polls, and user-generated content can significantly boost engagement rates.</p>

<p>Additionally, offering promotions or exclusive deals through social media can drive consumer interest and encourage purchases. Consider using WeChat’s mini-programs or leveraging Douyin’s e-commerce features to facilitate seamless transactions directly within the app.</p>

<figure id="figure-hf0fcwf7tm4wgz2bp"><img id="hf0fcwf7tm4wgz2bp" src="https://media.gettyimages.com/id/803226558/photo/the-busy-streets-of-hongkong.jpg?b=1&s=2048x2048&w=0&k=20&c=53fCcponsZ_AdONuxUb9a8eHQrc-JrMyqib5HqTWPyo=" alt="chinese consumers" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Analyzing Your Performance</h2>
<p>To ensure the success of your social media strategy in China, continuous analysis and optimization are crucial. Utilize analytics tools specific to each platform to monitor your performance metrics such as engagement rates, follower growth, and conversion rates. Pay close attention to user feedback and adjust your strategies accordingly to enhance effectiveness.</p>

<p>Regularly updating your content strategy based on these insights will help maintain relevance and improve your brand’s visibility in the competitive Chinese market. By staying informed and flexible, Los Angeles marketers can achieve significant success in navigating Chinese social media.</p>

Navigating Chinese Social Media: Tips for Los Angeles Marketers

<h2>Understanding the Unique Landscape</h2>
<p>China's digital landscape is unlike any other, with its own search engines, social media platforms, and unique consumer behaviors. For businesses looking to enter this market, understanding these differences is crucial for success. Baidu, the dominant search engine in China, requires a tailored approach distinct from Google's SEO strategies. Recognizing these nuances can significantly enhance your online presence in this expansive market.</p>

<p>Before diving into specific SEO strategies, it's essential to grasp the cultural and technological context. The Great Firewall, for instance, affects how content is accessed and shared. This can influence your website's accessibility and indexing. Moreover, Chinese consumers tend to rely heavily on mobile devices, necessitating a mobile-first approach in your digital marketing strategy.</p>

<figure id="figure-ixzbvujatam4s6nsf7"><img id="ixzbvujatam4s6nsf7" src="https://media.gettyimages.com/id/1485761180/photo/the-concept-of-urban-architecture-landscape-and-financial-stock.jpg?b=1&s=2048x2048&w=0&k=20&c=RNbZqRO6uRHnyy4_eASP7MJfXdmB0D0XFcNQPatUWSw=" alt="china digital landscape" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Optimizing for Baidu</h2>
<p>Baidu holds over 70% of the search engine market share in China. Optimizing for Baidu requires a different approach than Google. Here are some key differences:</p>
<ul>
    <li><b>Meta Tags:</b> Baidu relies more on meta tags for ranking than Google. Ensure your meta descriptions and keywords are well-crafted and relevant.</li>
    <li><b>Chinese Content:</b> Content must be in Simplified Chinese to rank well. Consider hiring native speakers for content creation.</li>
    <li><b>Local Hosting:</b> Websites hosted within China or with a .cn domain can load faster and rank better on Baidu.</li>
</ul>

<p>Furthermore, Baidu values websites that are updated frequently with fresh content. Establishing a regular content schedule can boost your rankings effectively.</p>

<h2>Leveraging Local Social Media</h2>
<p>Social media platforms like WeChat and Weibo are integral to reaching Chinese audiences. These platforms not only serve as social networks but also as powerful marketing tools. Engaging with users through these channels can drive traffic to your website and improve your search rankings.</p>

<p>Consider creating official accounts on these platforms to build brand awareness and foster community engagement. Collaborating with local influencers can also amplify your reach and credibility.</p>

<figure id="figure-z26vvyp0tm4s6nsf7"><img id="z26vvyp0tm4s6nsf7" src="https://media.gettyimages.com/id/1217093906/photo/womens-hand-typing-on-mobile-smartphone-live-chat-chatting-on-application-communication.jpg?b=1&s=2048x2048&w=0&k=20&c=Dp6TCO1D4rymJtHzPjkx4MP-sA3VGo7Pc25OsjzsXQo=" alt="wechat marketing" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<h2>Technical SEO Considerations</h2>
<p>Technical SEO plays a significant role in how your website performs on Baidu. Ensuring fast loading times, mobile responsiveness, and proper indexing are foundational steps. Baidu's crawler, Baidu Spider, has specific requirements that differ from Google's crawlers.</p>

<p>Another important factor is the use of structured data. While not as advanced as Google's, Baidu has begun to recognize and apply structured data, which can enhance the visibility of your site in search results.</p>

<h2>Building Trust with Localized Content</h2>
<p>In China, trust is a critical component of consumer behavior. Crafting content that resonates with local values and interests can establish your brand as trustworthy. This involves more than just translation; it requires cultural adaptation.</p>

<figure id="figure-qroulrto3dm4s6nsf7"><img id="qroulrto3dm4s6nsf7" src="https://media.gettyimages.com/id/1427665314/photo/asian-consultant-salesman-in-electronics-and-household-appliances-store-selling.jpg?b=1&s=2048x2048&w=0&k=20&c=CDsjB7Yn9f9_uRJGF20CUgHOVcIV1Dl_b_8i3b0_bCo=" alt="chinese consumers trust" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Use local success stories, testimonials, and culturally relevant topics to connect with your audience. Additionally, ensuring transparency in your business practices can further build consumer trust.</p>

<h2>Navigating Regulations and Compliance</h2>
<p>The Chinese market is heavily regulated, especially when it comes to internet content. Understanding and complying with these regulations is vital to avoid penalties or bans. Ensure that your content adheres to local laws and guidelines.</p>

<p>Working with a local partner or legal advisor can help navigate these complex regulations and ensure your business operates smoothly within the market.</p>

<h2>Continuous Monitoring and Adaptation</h2>
<p>The Chinese digital landscape is dynamic, with rapid changes in technology and consumer preferences. Continuous monitoring of your SEO performance and adapting strategies accordingly is necessary for sustained success.</p>

<figure id="figure-202oa5n8rm4s6nsf7"><img id="202oa5n8rm4s6nsf7" src="https://media.gettyimages.com/id/1597792454/photo/business-people-use-seo-tools-unlocking-online-potential-boost-visibility-attract-organic.jpg?b=1&s=2048x2048&w=0&k=20&c=OOF_6P2GxZJOP0AbC4hIj4Nm8zNwrQSOLbiqOL_je6Q=" alt="monitoring seo performance" class="object-cover bg-gray-100" style="aspect-ratio: 16/9"></figure>

<p>Tools like Baidu Analytics provide insights into user behavior and website performance, helping you make informed decisions and refine your approach as needed.</p>

<h2>Conclusion</h2>
<p>Navigating the Chinese market requires a comprehensive understanding of its unique digital environment. By optimizing for Baidu, leveraging local social media, focusing on technical SEO, building trust with localized content, adhering to regulations, and continuously adapting your strategies, you can establish a successful presence in this vibrant market.</p>

<p>The potential rewards of entering the Chinese market are significant, making the investment in proper SEO strategies well worth the effort.</p>

Navigating the Chinese Market: Essential SEO Strategies for Success

<h3>Strong Demand for Summer and New Year Travel Among Chinese Outbound Tourists, with a YOY Growth of 1.6 Times</h3><p>According to the <a data-mce-href="https://www.fxbaogao.com/view?id=3933572" href="https://www.fxbaogao.com/view?id=3933572">"China Outbound Tourism Industry Development Report" </a>the demand for outbound travel during the summer and New Year holidays is the highest. As of now, the number of registrations for outbound summer travel in 2024 matches that of the same period last year. With continued interest in visa-free short-haul destinations, the number of outbound tourists during the summer of 2024 is expected to increase by 100% compared to last year.</p><p>Data from <a data-mce-href="https://www.pinchain.com/article/313978" href="https://www.pinchain.com/article/313978">Qunar</a> shows that current outbound flight bookings for the summer (July 1 to August 31) have increased by 1.6 times year-on-year. The top ten popular international destinations for the summer are Malaysia, Japan, Thailand, the United States, South Korea, Singapore, Australia, the United Kingdom, Indonesia, and Canada. Some niche destinations have seen significant increases in flight bookings, including Iceland in Northern Europe, the Caucasus (Georgia, Armenia, Azerbaijan), and Croatia.</p><figure id="figure-anegzde51lxygfej2"><img id="anegzde51lxygfej2" src="https://cdn.durable.co/blocks/2LSSshU9uhrjw6hde8OLIZXBodUvVItFPJenznrsL0phjbzFMxLwrNAuDaafCYbr.png" alt="white wooden table near brown chair" title="white wooden table near brown chair" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2LSSshU9uhrjw6hde8OLIZXBodUvVItFPJenznrsL0phjbzFMxLwrNAuDaafCYbr.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>Data source: </p><p><a data-mce-href="https://www.fxbaogao.com/view?id=3933572" href="https://www.fxbaogao.com/view?id=3933572">2023 China Outbound Tourism Industry Development Report</a></p><h3>Family Travel Leading Group Tours</h3><p>As the demand for outbound travel continues to rise, the spending levels of outbound tourists are quickly rebounding, with the demand for summer travel being particularly strong among parent-child and family groups.&nbsp;</p><p>According to <a data-mce-href="https://finance.sina.cn/2023-08-25/detail-imzimcvw1163269.d.html?vt=4&amp;cid=76675&amp;node_id=76675" href="https://finance.sina.cn/2023-08-25/detail-imzimcvw1163269.d.html?vt=4&amp;cid=76675&amp;node_id=76675">Ctrip</a> data, the volume of group tour bookings for outbound summer travel in 2023 increased by nearly 60% compared to the previous two months. Orders from parent-child families accounted for 52%, higher than the 46% for domestic parent-child group tours. Middle-aged and young adults with purchasing power make up the majority of group tour bookings, with 34% aged 41-50 and 33% aged 31-40.</p><figure id="figure-mv1voybogilxygkjw2"><img id="mv1voybogilxygkjw2" src="https://cdn.durable.co/blocks/2QoXs5oWRx3LHENwrK51rpuEWgG8sdHQQfGr7IDFIUZAgj0Muzt5V8MW8oHeELIe.png" alt="person writing on white notebook" title="person writing on white notebook" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2QoXs5oWRx3LHENwrK51rpuEWgG8sdHQQfGr7IDFIUZAgj0Muzt5V8MW8oHeELIe.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Secret of Family Travel Market: Winning the Hearts of Mothers&nbsp;</h3><p>In choosing destinations, planning itineraries, and booking products, women often play a decisive role in family travel plans. Data from <a data-mce-href="https://www.chinanews.com.cn/cj/2021/07-07/9514685.shtml" href="https://www.chinanews.com.cn/cj/2021/07-07/9514685.shtml">Fliggy</a> shows that over 60% of travel vacation orders come from female users. The traditional "two adults and one child" model still dominates parent-child travel, accounting for 53%, but the proportion of "two-child" families traveling is rapidly increasing, while the percentage of intergenerational travel is significantly declining.</p><p>"Mothers" excel in preparing travel plans, arranging itineraries, booking products, and managing expenses. Their travel planning characteristics include:</p><p>1. Emphasis on scientific parenting concepts and the latest information</p><p>2. More rational spending</p><p>3. Attention to visa policies, destination safety, cost, and overall experience when deciding the travel destinations</p><p>4. Consideration of cost-effectiveness, brand reputation, service professionalism, and personalization when evaluating products</p><p>5. As children grow, the number of travel days, complexity, and spending amount also increase</p><figure id="figure-upvwytkgx8lxyi2iz3" class=""><img id="upvwytkgx8lxyi2iz3" src="https://cdn.durable.co/blocks/37xKQ5Hml1mp2XHjsxzoUHdS48usNYIF5hkIEXsg8a1h9xtUSH5oZ4dAiJzCJ717.jpg" alt="MacBook Pro, white ceramic mug,and black smartphone on table" title="MacBook Pro, white ceramic mug,and black smartphone on table" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/37xKQ5Hml1mp2XHjsxzoUHdS48usNYIF5hkIEXsg8a1h9xtUSH5oZ4dAiJzCJ717.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>Image source: Internet</p><h3>New Types of Outbound Travel: Diversified Travel Experience&nbsp;</h3><p>Traditional travel way can no longer satisfy consumer demands.&nbsp;</p><p>A new form of outbound travel combines different types of travel with local experiences like gourmet food and drinks, shopping (luxury/local specialties), beauty, medical tourism, concerts, sports events, and local cultural festivals.&nbsp;</p><p>These new types of travel offer not just a single travel experience but a fusion of entertainment, culture, and education. Examples include cultural exploration tours, technology experience tours, and ecological protection tours.&nbsp;</p><p>Just take K-beauty trip as an example. It is the hottest speedy travel going viral in supper APPs. Chinese travellers can follow the tour guide to experience a one-day beauty transformation process, including but not limited to color analysis, aesthetic medical treatments, makeup application, haircuts, styling, and photo shoots.</p><figure id="figure-b6koddslqllxygn8jo"><img id="b6koddslqllxygn8jo" src="https://cdn.durable.co/blocks/30hpd2JteYoxHMHRU1kn199q5UQDULy751WepHRIJElr6fzaFlHKxLYe31ndxGrI.jpg" alt="person writing on white paper" title="person writing on white paper" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 3/2; object-position: 80% 55%;" data-corners="default" data-aspect="3:2" data-caption="" data-positionx="80%" data-positiony="55%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/30hpd2JteYoxHMHRU1kn199q5UQDULy751WepHRIJElr6fzaFlHKxLYe31ndxGrI.jpg" data-mce-style="aspect-ratio: 3/2; object-position: 80% 55%;"></figure><p>Data source: xiaohongshu(金煎妮）</p><h3>Overall Marketing Strategy: Content-Driven and Precision Targeting</h3><p>In the increasingly competitive tourism industry, how brands effectively reach and convert users throughout their travel journey is crucial.</p><p><strong>A) Pre-trip Chinese Travellers:</strong></p><p>1. Utilize social media platforms like Xiaohongshu for influencer and event marketing, converting them to private traffic and regularly engaging potential users.</p><p>2. Attract potential travelers through personalized recommendations and custom travel audience packages, such as users who have searched related keywords within 90 days.</p><p>3. Leveraging OTA platforms and travel marketing platforms to precisely target booked travelers, promoting brand awareness and optimizing materials to increase conversion rates.</p><p><br></p><p><strong>B) In-trip Chinese Travellers/ In-town Oversea Chinese</strong></p><p>1. Retargeting through OTA platforms, using Super APPs and DSP to cover users who have clicked ads and overseas traffic.</p><p>2. Maintain interaction with users through social media and real-time communication tools, offering support and value-added services, strengthening brand-user connections, and improving user experience.</p><p><br></p><p><strong>C) Post-trip Chinese Travellers:</strong></p><p>1. Encourage reviews on major platforms through incentive policies, enhancing brand reputation and achieving the goal of "seeding-conversion-reseeding.” (For more details, please read <a data-mce-href="https://infinismarketing.com/blog/your-xiaohongshu-playbook--global-branding---ecommerce-growth-from-0-to-1" href="https://infinismarketing.com/blog/your-xiaohongshu-playbook--global-branding---ecommerce-growth-from-0-to-1">“Your Xiaohongshu Playbook - Global Branding &amp; eCommerce Growth from 0 to 1”</a>)</p><p>2. Continue engagement and lead them into private traffic, encouraging repeat consumption and loyalty, creating higher value for users, and reducing costs while increasing efficiency.</p><p>By implementing these strategies to reach and convert users throughout their travel journey, brands can better meet user needs, enhance influence, and achieve business growth. For the customised strategic planning, <a data-mce-href="https://infinismarketing.com/contactus" href="https://infinismarketing.com/contactus">INFINIS</a> team is happy to help!</p><h3>Conclusion</h3><p>The summer travel market is full of opportunities and challenges. Overseas brands can enhance user experience and brand value, achieving market growth and brand building through targeted marketing strategies. By deeply understanding user needs and innovating marketing methods, brands can offer richer travel experiences.</p>

Summer Vacation Marketing Strategy: How Overseas Brands Can Seize Opportunities in the Tourism Market

<p>In recent years, Xiaohongshu (XHS/ Little Red Book) has achieved a significant growth in the e-commerce sector with its unique business model of "Seeding-Conversion-Sharing-Reseeding."&nbsp;</p><p>According to 36KR, the number of merchants on XHS with annual transaction volumes exceeding 100 million yuan has increased by 500% compared to 2022, and those exceeding 10 million yuan have increased by 380%. This rapid growth offers new opportunities for overseas brands to expand their market presence in China.</p><figure id="figure-daow5fngs9lxej91yb"><img id="daow5fngs9lxej91yb" src="https://cdn.durable.co/covers/fOfDs0H6ugvtPl4KVylIwf4WSbzRMOy3qTgsI7aTCNduVqIskN7RfMOs72eXMs5o.png" alt="woman in white shirt using smartphone" title="woman in white shirt using smartphone" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/covers/fOfDs0H6ugvtPl4KVylIwf4WSbzRMOy3qTgsI7aTCNduVqIskN7RfMOs72eXMs5o.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>User-Driven Closed Loop: "Seeding-Conversion-Sharing-Reseeding"</h3><p>The successful business model of XHS is built on a user journey which comprehends the users' behavior paths and fully meets their real needs. &nbsp;</p><p><strong>1. Trend Insights: </strong>Brands need to stay current with trends to win users' favor.</p><p><strong>2. "Listening Culture":</strong> From "amateur makeovers" to "travel recommendations," "Listening" has become not only a popular form of mutual aid among users but also a key marketing strategy for brands.</p><p><strong>3. Differentiated Value: </strong>By providing unique value, even niche markets can unlock their monetization potential.</p><h3>The Overview of Marketing Methodology</h3><p>1. Position and differentiate from your competitors.</p><p>2. Set up and operate the matrix of accounts, loyalty program, and store.</p><p>3. Apply for the selection square.</p><p>4. Leverage a matrix of influencers and seasonal campaigns to grab your target audience’s attention, generate buzz, and drive traffic to the private domain for loyalty marketing.</p><p>5. With a budget, brands can also use various materials to direct targeted customers to live streams, product notes, or private domains.</p><h3>A) Expanding Your Brand's Influence with a Strategic Influencer Matrix</h3><p>Brands can leverage Xiaohongshu analysis tools (such as Lingxi, PGY and Qiangua) to filter and select influencers that suit their products, thus expanding their target user base. Apart from vertical influencers, brands can consider using cross-category influencers to increase cost-effectiveness.</p><p><em>*General order prices are net to influencers, with an additional 10% platform fee for collaborations.</em></p><figure id="figure-is411otkjlxej9q7h"><img id="is411otkjlxej9q7h" src="https://cdn.durable.co/blocks/2aR5MWFt7rhv774dI1OfcGT9WgPtnXKxGBpNm1q5kig7jjcaj6dneEBgt7zYyZ64.png" alt="MacBook Pro on top of brown table" title="MacBook Pro on top of brown table" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2aR5MWFt7rhv774dI1OfcGT9WgPtnXKxGBpNm1q5kig7jjcaj6dneEBgt7zYyZ64.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p><em><strong>A Part of Preview:</strong></em></p><figure id="figure-55utiawf0klxej6j61" class=""><img id="55utiawf0klxej6j61" src="https://cdn.durable.co/blocks/27X5mSFlCAxuPNluJVtRxRUD6bjBsO5U6GR8hZ8wNqjiP7irBVC0PHFRDRnuKNjN.png" alt="pink and yellow hello neon light" title="pink and yellow hello neon light" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/27X5mSFlCAxuPNluJVtRxRUD6bjBsO5U6GR8hZ8wNqjiP7irBVC0PHFRDRnuKNjN.png" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"></figure><p><strong><a data-mce-href="https://infinismarketing.com/xiaohongshumarketing" href="https://infinismarketing.com/xiaohongshumarketing">Download the full version &nbsp;by contacting INFINIS team.</a></strong></p>

Your Xiaohongshu Playbook: Global Branding & eCommerce Growth from 0 to 1

<h3>Gen Z Graduation Travel Boom: A Surge in Outbound Travel Searches</h3><p>As graduation season approaches, many university students are planning their graduation trips. This cohort of young people, born post-1995, is emerging as a significant force in outbound travel. Their enthusiasm for travel continues to grow.</p><p>According the data from Meituan &amp; Dianping, the search volume for "outbound travel" has increased nearly fivefold since May, compared to the same period last year. Popular destinations include Thailand, South Korea, Macau, Hong Kong, and Japan. Besides major cities like Beijing, Shanghai, Guangzhou, and Shenzhen, travelers from Chengdu, Xi'an, and Nanjing are also actively planning their outbound trips.</p><h3>Gen Z's Love for Early Planning, Unique Experiences, Cost-effectiveness</h3><p>According to the <a data-mce-href="https://www.jiudianrong.com/newsdetail/id/8496.html" href="https://www.jiudianrong.com/newsdetail/id/8496.html">Tongcheng Report</a>, graduates typically have clear travel destinations and plans, with a strong demand for bookings. They are accustomed to preparing for trips in advance using OTA apps, securing coupons, and combining product prices to craft the optimal travel itinerary.</p><p>When planning their travels, graduates prioritize the travel experience, favoring destinations that are photo-worthy, unique, and rich in culinary delights and trendy hotspots.</p><figure id="figure-ofnfq3oopqlwulgjkh" class=""><img id="ofnfq3oopqlwulgjkh" src="https://cdn.durable.co/blocks/11z6v7X7Xjdjysl3SbbfX6vHGNEetDp8e9a3o7kCNjswbxaSmPG4xZD7jb4i1scK.png" alt="MacBook Pro, white ceramic mug,and black smartphone on table" title="MacBook Pro, white ceramic mug,and black smartphone on table" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/11z6v7X7Xjdjysl3SbbfX6vHGNEetDp8e9a3o7kCNjswbxaSmPG4xZD7jb4i1scK.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>According to Fliggy data, it shows that the 10 days leading up to the 5.1 Golden Week mark a peak in user traffic, with the first significant surge occurring around April 26, 2024.&nbsp;</p><p><img id="uinbgjjfolwujnta0" src="https://cdn.durable.co/blocks/36egezInbcl3H8nwWxrsfcrRuNx0knq5pQOdEHOHFKJO54zaDee1d8LVCLpHMwl9.png" alt="" title="" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/36egezInbcl3H8nwWxrsfcrRuNx0knq5pQOdEHOHFKJO54zaDee1d8LVCLpHMwl9.png" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;">&nbsp; &nbsp; &nbsp; Fliggy APP Active Users from Apr 15 to May 5 (5.1 Golden Week) &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; (数据来源:<a data-mce-href="https://finance.sina.cn/tech/2024-05-06/detail-inauianv9002080.d.html" href="https://finance.sina.cn/tech/2024-05-06/detail-inauianv9002080.d.html"> 新浪科技</a>)</p><h3>Xiaohongshu (XHS): The New Go-To for Travel Brands</h3><p><a data-mce-href="https://finance.sina.cn/tech/2024-05-06/detail-inauianv9002080.d.html" href="https://finance.sina.cn/tech/2024-05-06/detail-inauianv9002080.d.html">China Telecom's big data</a> indicates that social platforms have become vital for Gen Z in obtaining travel information. While WeChat and QQ remain mainstream social tool, XHS has been upgraded as a key platform for travel decisions, affecting the whole travel journey of Chinese consumers.</p><p>By the end of 2023, XHS had over 300M monthly active users, with 100M engaged in content creation and sharing. Over two-thirds of its users are born after 1990, with more than half from 1st and 2nd cities. According to a 2023 content report by TopKlout, over 80% of travelers plan their trips in advance, with XHS &nbsp;being the top platform for travel planning.</p><p><strong>GenZ has been highly influenced by the social media and travel apps, shaping a new cycle of the travel journey - They draw inspiration from others' travel guides, fulfill their wanderlust, and then share their experiences on XHS.</strong></p><figure id="figure-0n0obp2q68lwukl01m"><img id="0n0obp2q68lwukl01m" src="https://cdn.durable.co/blocks/4kEu9ARTdLe0ic6OSz36FwqG45Of1zGNYierid8Hdm8mTbjpZEchBhPQPg7PZ8A7.png" alt="MacBook Pro, white ceramic mug,and black smartphone on table" title="MacBook Pro, white ceramic mug,and black smartphone on table" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/4kEu9ARTdLe0ic6OSz36FwqG45Of1zGNYierid8Hdm8mTbjpZEchBhPQPg7PZ8A7.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <strong>&nbsp;<a data-mce-href="https://infinismarketing.com/chinesetourists" href="https://infinismarketing.com/chinesetourists">Learn More</a></strong></p><p><em>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Let’s connect with INFINIS to get 2024 China Travel Solution!</em></p><p>Xiaohongshu has become a treasure trove for travel enthusiasts seeking new experiences and hidden gems. For instance, the small town of Hengdaohezi gained popularity last winter, becoming a hotspot despite its non-tourist train station. During the 2023 May Day holiday, Citywalk emerged as a major trend, with users walking a combined 2 million kilometers on Xiaohongshu, equivalent to 16 times around the Earth. (Data Source: <a data-mce-href="https://cn.chinadaily.com.cn/a/202404/19/WS66223209a3109f7860dda25f.html" href="https://cn.chinadaily.com.cn/a/202404/19/WS66223209a3109f7860dda25f.html">China Daily</a>)</p><h3>2024 Emerging Marketing Strategies for Gen Z: Customized Experience, Convivence, Cost-effectiveness</h3><p>For international brands, targeting outbound travelers and meeting their travel needs is crucial. By leveraging brand CRM and social or 3rd party platform data analysis, brands can gain deep insights into different target groups' user profiles and consumption characteristics. Utilizing emerging platform topics and hashtags, brands can offer personalized and unique travel experiences to attract their target audience. Exploring cross-industry collaborations to launch themed travel products can further cater to Gen Z's diverse needs and enhance their travel experience.</p><h3>Leveraging MBTI to Promote Different Unique Aspects of Your Brand:&nbsp;</h3><p><strong><em>“If special ops travel is synonymous with J-types, then City Walk belongs to the P-types.”</em></strong></p><p>The MBTI can be an effective tool for tailoring marketing and product strategies to appeal to different personality types. J-types seek perfection and meticulous travel planning, while P-types prefer a laid-back, spontaneous approach. Recently, the Lishui travel promotion tailored 16 distinct travel itineraries based on 16 different MBTI personality types, customizing unique experiences for each traveler. (Data Source: <a data-mce-href="https://m.thepaper.cn/newsDetail_forward_27229415" href="https://m.thepaper.cn/newsDetail_forward_27229415">ThePaper.cn</a>)</p><figure id="figure-ceak9e8bbjlwujrpve" class=""><img id="ceak9e8bbjlwujrpve" src="https://cdn.durable.co/blocks/39wg4OGcpAJYdoMOoou6yE6xdTt2qDhwztDcqKpGew3l9ngEzMhlzNvrxAv7y0cF.png" alt="" title="" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/39wg4OGcpAJYdoMOoou6yE6xdTt2qDhwztDcqKpGew3l9ngEzMhlzNvrxAv7y0cF.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>A New Trend: Segments of Group Travel</h3><p><strong>Gen Z is utilizing social platforms like XHS to invite peers for group travel or join customized group tours, breaking free from the rigidity of traditional group tours.</strong> This new travel model is more convenient, cost-effective, and meets individual needs while fostering social connections, making it a favorite among young travelers.</p><p>For instance, Ctrip's high-end group travel product "Private Group Tour" offers exclusive customized travel services, with independent groups, private cars, and guides, allowing flexibility in the itinerary. Understanding each client's preferences and needs, the "Ctrip Enjoy" team designs unique itineraries that allow clients to explore local culture while connecting with new friends from various regions.</p><figure id="figure-fgckodm1xvlwujufdj" class=""><img id="fgckodm1xvlwujufdj" src="https://cdn.durable.co/blocks/2Gq7mGMToUmj2Oiy5a5S5VEMiFmb0TQ3c1MeopJA0AL7IdUcwjQhA3Iu1z0rWAVS.png" alt="一组不同类型的社交媒体徽标" title="一组不同类型的社交媒体徽标" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2Gq7mGMToUmj2Oiy5a5S5VEMiFmb0TQ3c1MeopJA0AL7IdUcwjQhA3Iu1z0rWAVS.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p><strong>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <a data-mce-href="https://infinismarketing.com/contactus" href="https://infinismarketing.com/contactus">Subscribe eNewsletter NOW</a>&nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; </strong></p><p><em>&nbsp; Stay ahead of the update with INFINIS</em></p><p>#INFINIS #ChinaMarketing #ChinaTrend #ChinaTravelSolution #ChineseTravellers #ChineseTourists</p>

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