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YOUR Passport PASSPORT Your to the LUCRATIVE CHINESE TRAVEL CHINESE MARKET TRAVEL MARKET
The Market 65 Million Chinese travelled abroad last year • Chinese outbound travel is the fastest growing in the world. • The WTO predicts 120 million travellers by 2020. • Of the 400 million Chinese internet users and 600 million mobile phone users, 67% use the internet to get tourism information and make travel decisions. • 89% of licensed Outbound Tour Operators in China believe the internet is the most efficient way to reach Chinese consumers.
The Market Some important facts about your audience… • According to a recent report by Boston Consulting, Chinese consumers rely heavily on their peers and celebrity endorsements when making purchasing decisions. • Chinese consumers’ recognition and preference for brands is quite different from mature markets. • Affluent consumers in China often do not have a baseline knowledge and are ravenous for information. They are more likely to consult blogs, social networks and user and celebrity review sites for information. • In a nation where 80% of people are first-time buyers, they rely heavily on the advice of friends and family, as well as on social media, when it comes to choosing a car says Asia Media Journal. • Today in China, the use of celebrity endorsers as a marketing communication strategy in mainstream advertising is a winning formula to build corporate image and market products.
The Market Some important facts about your audience… • CR Nielsen reports that Chinese consumers make 60% of their purchase decisions based on referral. Word of mouth is king in China. Social media rules. • Professor Kara Chan of the Hong Kong University Department of Communications confirms that: • As the Chinese culture is said to be collective: it is expected that social relations— celebrity-mediated—plays a pivotal role in consumer habits. • Imitation of celebrity models are positive predictors of materialism. The Chinese purchase decisions are influenced by the social relations, including both personal interaction and celebrity-media communications. • Consumers reported that they were more likely to use products endorsed by entertainers.
You can connect to your audience with ZZY 365 More than a website… It’s a destination and a meeting place to immerse your brand in the Chinese psyche • Owned and run by ZZY • Connected to her fans 365 days a year • 5 million true Weibo fans and growing. In China celebrities can purchase fans at 200 RMB per 4000 fans. Zhang Ziyi has never purchased fans! • Expresses her unique voice with passion, authenticity, authority and intelligence • Interactive, intimate and sharing • Multi-layered and impactful • ZZY Stamp of Approval with e. Commerce
ZZY’s audience is your audience • Female, aged between 21 and 35. This group identifies with Z and relates to her experiences in their own life journeys. They are independent, enjoy travelling and are motivated by career success. • Older, predominantly female, 35– 50. This group shares Z’s thinking on family life, philanthropy and sustainability. They have experience of life and appreciate it. They are big travelers. They are clear on what is important to them. • 18– 35 males. As an independent and sophisticated modern woman, Z is an object of desire and admiration for this group. They are captivated by Z’s representation of the modern woman who knows what she wants. • Male and female contemporaries, not age specific. This group is stimulated and engaged by Z’s career and film projects. They are actors, artists, producers and media entrepreneurs. They respect her professionally and look out for the projects she is involved with. • Over half of all outbound travelers are aged between 25 and 44. At least 70% are traveling for leisure purposes and 80% travel in groups. Trips average 8– 15 days and 35% of their spend is on shopping. Over 70% stay in paid accommodation.
Why ZZY the Perfect Partner ZZY is… • The Daughter of China, its most famous and influential global star—a bridge between East and West. • China’s most prominent tastemaker and influencer—a role model and inspiration. • A fashion icon and luxury brand favorite. • Hard-working and principled. • Accessible yet aspirational. • In 2011, Forbes magazine named ZZY as the woman with the most social influence in China. This is her seventh consecutive year in number one position on this “Most Influential” list.
ZZY’s substantial body of work keeps her in the news A snapshot of blockbusters. . . her Chinese and Notable films include: • • • Crouching Tiger, Hidden Dragon Rush Hour 2 Hero 2046 House of Flying Daggers Memoirs of a Geisha The Banquet Forever Enthralled Sophie’s Revenge Love For Life international Upcoming films include: • • • The Grandmasters Dangerous Liaisons Untitled Qing Hua Story 1949 Sophie’s Revenge Prequel
What zzy 365 Offers See Hear Videos & video-blogs Photoshoots & Private photos Appearances A Forum for Fans Look Find Style Hair Make-up Fashion Online store Participate Competitions Shopping tips Comments Traveling secrets Interviews Editorial Blogs
For those who like diagrams. . .
Your Brand story can be told in many places on zzy 365 Content is powerful when it is connected to telling your story ZZY News Work: Latest films and Special Projects Videos & Photos Intimate access in ZZY’s own voice Product Promotion: Competitions and Special Events Philanthropy: Inspiration and Empowerment Social networking: Z’s Daily Life
How we can work together ZZY news – Brand messages presented in clever, creative and newsworthy ways in micro-blogs, video diaries, minidocumentaries. Access to all media partners. Film – Competitions for set visits compliments of Brand, opportunities to win tickets to the premiere of ZZY’s movies, special screenings, meet and greets. Products – Brand featured through zzy 365 with personal anecdotes of how she uses them and what she thinks of them. ZZY’s stamp of approval, available through zzy 365 web store.
How we can work together Philanthropy – Use of ZZY’s with philanthropy partners to create goodwill initiatives. Challenge fans to participate in doing good and win prizes from Brand (See Sample Life Cycle on slide 16). Social Network/Daily Life – Up close and personal Brand placement and interaction with ZZY’s intimate circle.
Examples of how we can work together Competitions Prizes Cross Promotions • Treasure hunts • Travel trips • • Story-telling thru (photos, videos) • Film-related events Strategically timed webcasts and live chats with ZZY, brought to fans by Brand. • • Sweepstakes • Trips • Opportunities to meet ZZY Inspiring messages and fun facts linked to Weibo. • • Travel related experiences Mobile SMS cross messaging; voting on Brand-driven creatives featuring ZZY. • Shopping sprees • Brand products
How we broadcast your story • Microblogs • Fashion blogs • Travel blogs The different ways you can get your message across • Videos • Photos • Video diaries • Mini documentaries • High Profile interviews • Reviews and Commentary • Site editorial • Media partner editorial • zzy 365 Stamp of Approval/e. Commerce
Content Life Cycle Example
Content Life Cycle Example
Content Life Cycle Example
How Much It Costs Strategic partner: 3 MIL USD per year Sponsor: 500, 000 USD per year Supplier: 100, 000 USD per year
How Much It Costs Strategic partner: 3 MILLION USD per year
Strategic Partner Category • Creative advertorial and promotional presence on site ( see slides 11– 13) • Front page zzy 365 online store Strategic partner • Visual recommendations updated quarterly (video, stills) • Editorial recommendations (interviews) • Event presence • Click thru to your website • Usage of zzy 365 database
What Our Partner Gets • Exclusivity in your category • Use of name and image of ZZY for Communications, Editorial, Promotions and Events. • Banner Ads on the site • Advertorial on the site
What Our Partner Gets • Leverage ZZY’s global brand power and influence reaching the Chinese and International communities. ZZY… 365 days a year • Enhance Brand Awareness by using ZZY’s existing and growing fan base in China and internationally. • Engage with the audience by establishing a community and participating in conversations with them. • Drive sales by generating new prospects in the Chinese and International marketplace.
How Much It Costs Sponsor: 500, 000 USD per year
Sponsor Category • Editorial presence on site and in external print media • Stills shoot endorsing product Sponsor • Interaction between product and fans on social media • Click thru to your site • Usage of zzy 365 database
How Much It Costs Supplier: 100, 000 USD per year
Supplier Category • Mention on zzy 365 site Supplier • zzy 365 On-line store • Stamp of Approval • Usage of zzy 365 database
And finally… Your Passport What others say about you has to the LUCRATIVE SIGNIFICANTLY MORE IMPACT CHINESEsay about yourself TRAVEL than what you MARKET
Contact Your Passport Contact: to the LUCRATIVE Hedda Leonardi CHINESE TRAVEL [email protected] com MARKET Phone: +1 310 424 8078