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Digital marketing in China: our top stories for November 2018

November 30, 2018 |   Christine Lee

Looking to reach Chinese consumers? This month's post includes stories on Chinese travellers - what they want on a luxury holiday, and how they are changing the travel landscape. Plus, the latest China social media report, how brand's can't afford to skip WeChat marketing, and the growing popularity of home decoration among Chinese millennials. 

1. Chinese millennials are fueling a home decoration boom

As reported by South China Morning Post.

Chinese millennials, representing a consumer base of 400 million, are thinking about personal space, and colour, in a different way than their parent’s generation.

According to the China National Coatings Industry Association, China’s home repainting market could see annual sales of more than 100 billion yuan (AUD$19.85 billion) in the next few years. More mainland homeowners are embracing higher-quality, eco-friendly building materials, a shift brought by rising affluence.

Read more on South China Morning Post
Learn more about Chinese millennials


2. Five things Chinese travellers want on a luxury holiday

As reported by South China Morning Post.

The needs and habits of travellers are continually evolving, with wealthy Chinese increasingly using their mobile phones to search for holiday information and make bookings.

Looking at the overall trends of what luxury means for luxury Chinese consumers, we can see that luxury can be health and wellness, it can be art and design, and it can be a seamless experience that is personal and tailored.

Read more on South China Morning Post
Learn more about marketing to Chinese tourists


3. How Chinese tourists are changing the travel landscape

As reported by Conde Nast.

Chinese tourism is a new phenomenon, just over two decades old. Before 1995, Chinese citizens weren't allowed to leave the country, save for family visits to adjoining Asian countries, trips by government officials, business trips, or some kind of cultural exchange.

But China's late Communist-era government, in the mid-1990s, decided to loosen travel constraints by introducing the Approved Destination Status (ADS) program. For the first time since Mao’s rise, ordinary citizens could venture abroad on vacation.

Since then, China’s thirst for travel has snowballed. The United Nations World Tourism Organization reports that Chinese outbound tourism expenditure grew to $261 billion in 2016 (AUD$357.5 billion), an increase of 12 percent from 2015 and 11 times the amount spent a decade earlier. 

Read more on Conde Nast
Learn more about Chinese tourism marketing


4. China Social Media Report

As reported by Kantar China Insights.

Kantar’s fifth annual Social Media Impact report has found that Chinese consumers are increasingly positive about the impacts social media bring to their lives. The positivity index increased to 80.6, up from 79.8 in 2017. WeChat was the only social media app to buck this trend, as Chinese users rated it lower compared to 2017.

Read more on Kantar China Insights
Learn more about China social media

5. Five reasons why luxury brands can't afford to skip WeChat marketing

As reported by Jing Daily.

Chinese luxury consumers are increasingly interacting with, and spending more time on, social media, so there is an escalating need for brands to connect with WeChat to market and brand themselves more effectively. The benefits of a WeChat presence are included here.

Read more on Jing Daily
Learn more about WeChat for marketing

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