Chinese netizens are online, social, and mobile. They are very open to new technologies and make use of digital and mobile features like mobile research, online booking and mobile payments like few other markets globally do.
Chinese are among the most active social media creators worldwide. They love to share their experiences online (both within their networks as well as publicly), and China’s social media penetration is almost equal to China’s internet penetration at 49%.
The Chinese world of social media is different from the global one, with ‘Chinese versions’ of each type of leading social network. This makes the Chinese social media landscape quite unique and complex. Travel platforms also play a key role for travel information research and sharing.
To reach Chinese travelers, the internet and social media are key channels with great potential. Understanding what Chinese netizens (don’t) know about you, and getting an idea of the Chinese online ‘buzz’ about your brand, are the best starting points for your online success in China.
Traditional market research is challenging in China, as Chinese consumers like to ‘give face’ by answering to questions overly positive. The internet on the other side, is where many Chinese consumers share their real thoughts, experiences and feedback.
In our audit approach, we follow the research patterns of Chinese consumers, who look for travel information. We understand how and where they do their research, and we conduct the audit from the perspective of information-seeking travelers.
We follow search results and click paths across key Chinese online platforms, including general search, general social media, and dedicated travel sites. Our entire audit is a non-automated process, conducted by tams of multiple trained auditors.
This China Online Audit looks at what Chinese netizens already know, talk about, share, and ask about your brand. In the high-pace environment of the Chinese internet, user conversations change quickly and knowing the current ‘online buzz’ is key to developing, evaluating, and fine tuning your China online strategy. Through a current snapshot of that ‘online buzz’ about your brand, this audit’s overall goal is to give you a better understanding of where your brand stands in the Chinese online ecosystem – from the perspective of the Chinese traveler.
The results generated through our audit are intended:
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Our Key Services
We are recognized as an ‘Emerging Markets Authority’
by US Tourism Industry Leaders:
In late 2016, Global Ready Education (under BMG - BRIC Marketing Group) was named "An authority on creating 'Best Practices for Chinese-Friendly Travel' marketing strategies and educational programs that connect the travel industry to emerging markets that include China, India Brazil and Southeast Asia" in the US Department of Commerce's Resource Guide for the Tourism and Travel Industry.