China Ready Webinar 2021 - Singapore Tourism Board
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China Ready Webinar 2021
Platform Function
Payment
Integrated news and search
engine
Communication
Social media networking
Entertainment
Lifestyle services
Transport
E-commerce
A non-exhaustive and snapshot of Chinese digital platforms catering to various lifestyle needs, where each platform may also have
converging utility
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AWARENESS RESEARCH BOOK EXPERIENCE ADVOCATE
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AWARENESS
Moments Douyin
• Social media channels such as
WeChat Moments 微信朋友圈,
Bilibili, RED 小红书, Weibo 微博,
and Douyin 抖音 are used for daily
browsing, and users often come
into contact with content that
inspire their next holiday.
• AI-powered platforms such as
Douyin also enable further
customisation of content based on
browsing history and interests.
• Brands and destinations are also
able to leverage these platforms to
reach consumers through creative
content formats and eye-catching
presentation styles.
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RESEARCH
• Content providers such as
Mafengwo马蜂窝 provide users
with a range of information such as
recommended itineraries, to-do
lists, articles, trip videos in addition
to tips and tricks from fellow
travellers for a better travel journey
• These can be saved to the user’s
account for ease of retrieval when
needed.
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BOOK
• Consumers can use Ctrip 携程 to
book their flights, train tickets, hotel
accommodation in addition to group
packages, land tours or find a private
tour guide for their desired location.
They are also able to arrange for car
rentals and airport pick-ups in
advance.
• Travellers are also prompted on the
latest entry requirements and would
be able to liaise with the digital
concierge on trip cancellation or
rescheduling.
• Travellers also look to OTAs such as
Fliggy 飞猪 and Tuniu 途牛 to plan
their trips.
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EXPERIENCE
WeChat Mini-Programme WeChat Official Account
• Visitors can tap on POIs’ WeChat
mini-programme for crowd levels,
on-site navigation and audio
guides in addition to various
other information and services.
• Visitors to Singapore can also tap
on STB’s Visit Singapore WeChat
Mini Programme 体验新加坡小
程序 to plan their trip based on
recommended events, attractions
and routes that are pulled from
the Tourism Information and
Services Hub (TIH). Audio guides
can also be accessed from STB’s
WeChat Official Account 新加坡
旅游局
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EXPERIENCE
Consumers can scan the Consumers can access
merchant’s on-site QR codes the various apps within
or access their WeChat Mini- Alipay, such as Didi for
Programme for purchases, ride-hailing services or
with the transactions to be Hellobike for bicycle
accumulated for loyalty rental.
programmes.
Discount coupons from
Users can earn rebates and/or merchants can also be
points for redemption, and to accessed and redeemed
obtain discount coupons. from the user’s account.
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ADVOCATE
大众点评 Dianzhong Dianping
• Apart from being able to select
restaurants and cafes based on
proximity and type of cuisine, users
can also look through results based
on reviews and ratings.
• With reference to recommended
dishes from fellow diners, users Leave a review of
would also be able to scan the QR Check on how how your meal went
codes on their tables to order their long the queue is
Find out what others
food (“扫码点餐”). are saying about this
• Dianping users are also able to gain restaurant
membership benefits with more Purchase a coupon to
quality reviews written, such as offset the cost of the meal
participate in a lucky draw for a
free meal or to get discount
vouchers.
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AWARENESS RESEARCH BOOK EXPERIENCE ADVOCATE
Examples
WeChat Ctrip
of Dianping
platforms Mafengwo
WeChat Pay, Alipay
Douyin Fliggy and Mini-Programmes
Features Social UGC content from Online travel Interactivity, Reviews
networking and fellow travellers agents for the payments and
entertainment booking of air transactions
tickets,
accommodation,
attraction tickets
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• China’s economy expanded 2.3% in 2020 and was the only major global economy to grow1. The country had
set an economic growth target of 6% for 2021, where it achieved 18.3% in Q1 2021 that was the biggest jump
in GDP since 19922.
• Domestic travel continues to see strong demand in 2021. For the 5-day Labour Day holidays (1-5 May), ~230
million trips were made (120% yoy increase and at 103% of pre-pandemic levels) 3.
OUTBOUND
Top 3 considerations Prefer to travel as FITs Budget for shopping
TRAVEL Majority prefer to
for outbound travel: and smaller groups with and flight remain
TRENDS travel when herd
• Destination’s private and self-guided while set to
FOR CHINA immunity has been
pandemic situation tours to maintain decrease for hotel reached and will do
• Social order minimal contact with and dining so during off-peak
• Healthcare system others and staff seasons in future
1: The Guardian, 11 Feb 2021
2: BBC News, 16 Apr 2021
3: CGTN, 5 May 2021
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 12Bringing historical artefacts or Livestreaming of unique Creating deeper visitor experience such
monuments to life through music and sights and events by overseas as through augmented reality solutions
animation destinations for self-exploration of destination
New Zealand
AR experience at Mogao Caves
Sanxingdui 三星堆
Sweden
Images and videos sourced from internet and social media sites
13
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permissionYongpu Coffee x hit youth film
KFC X Liushen insect repellent drink “Better Days”
E-sports game Honour of Kings x MAC
Cosmetics and luxury brand Burberry
National Museum x shoe-maker respectively
Feiyue and Oreo Tsingtao Beer x Karl Lagerfeld
Images sourced from the internet and social media sites
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 14Flavours and scents reminiscent of Archaeological “blind box” set by Henan
the city e.g. spicy hotpot scented Museum
candles from Chengdu
Ice cream moulded after famous or representative Customisation of scarves based on ancient
historical monuments and artefacts drawings within the grottoes of Dunhuang
Images sourced from the internet and social media sites
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 15Ranked #1 amongst 15 destinations on
efforts to contain COVID-19
64% are keen to visit SG once travel restrictions
are lifted; Singapore is one of the top 5
destinations favoured by premium travellers
Nature walks, food tours and off-the-
beaten-track cultural trips are themes
that Chinese travellers would be
interested in when they are able to visit
Singapore
Sources: STB commissioned survey 2020, Agility Research
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 16Interactive SG digital learning
experience with Kuaidui Zuoye app
Delivery boxes with handmade
toys of Singapore icons as part of a
offline and online campaign with
Xiaomi
Showcasing Singapore kuehs at
the 2020 Chengdu Food Festival
Limited-edition Merli stationery
giftbox with M&G Stationery
Series of Passion Tribes-based
Partnership with ABC Cooking Studio on a Joint marketing for Chinese
podcasts with ELLE magazine by
specially developed recipe where consumers New Year with snack-maker
SG actress-singer Eleanor Lee
can recreate their own kaya lava cake IRVINS
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 17Mafengwo Woshimi (我是谜)
• A series of digital classes for 5-12 years old and their • Partnered with Woshimi (我是谜) app, a popular online gaming platform and
social community well-known for LARP (线上剧本杀游戏), to co-create a special
parents to experience Singapore virtually through edition script named 狮落的宝藏 featuring Singapore and the four Passion Tribes
thematic courses. of Foodie, Collector, Socialiser and Explorer
• Kids will receive a certificate upon completion of
• Merlion Park, Clarke Quay, Haji Lane and Joo Chiat/Katong were featured
courses and assigned interactive homework. throughout the script as well.
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 18Livestream on Ctrip with Livestream with
famous Hunan Satellite Singapore Airlines
TV host Li Rui &host of
the popular reality
series “爸爸去哪儿”
Inaugural feature on Ctrip’s “BOSS Sale of Singapore hotel Livestream on Fliggy and
Livestream” for Singapore hotels, stays, attraction tickets Taobao Live to promote
hosted by Trip.com Group’s co- and Singapore products Spring Lantern Festival and
founder James Liang with Lvmama Chinatown merchants
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 19Douyin: featuring stickers of iconic Tencent Limixiu and QQ AR: featuring Peranakan items
Singapore places and places of attractions around Singapore
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Tourego Wing Tai Resorts World Sentosa
• Supports development and enhancement of tourism experiences
that increase attractiveness of Singapore to visitors to improve
overall visitor experience and satisfaction in Singapore
• Proposed projects should fall under one of the following
categories:
• Development of new products and experiences
• Content enhancements at existing attractions and precincts
• Technology enablers
• Amenities enhancements within retail malls and attractions
• Infrastructure enhancements
• More info at https://www.stb.gov.sg/content/stb/en/assistance-
and-licensing/grants-overview/experience-step-up-fund-esf.html
or email STB_Incentives@stb.gov.sg
Restricted, Non-Sensitive| These slides are property of STB and shall not be reproduced or distributed without STB’s written permission 21You can also read
