Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Chinese Student Products Help your brand to attract Chinese students in the UK
Why Chinese students? There are more than 120,00 Chinese studying in the UK (2018-19 figures). Although Covid-19 has had a negative impact on the number of Chinese students coming to the UK in 2020, the UK is now the number one choice for Chinese students to study overseas (2020 Survey by New Oriental). This group is valuable to tourism destinations and attractions for three key reasons: 1. High spending travellers with a high propensity to tour the UK Wealthy Chinese students studying abroad have annual allowances in the tens of thousands of pounds, making them a massive target for brands. Our 2020 research project for Wonderful Copenhagen showed that nearly half of all Chinese students in the UK had “travelling around the UK” as a priority.
Why Chinese students? 2. Best Ambassadors to advocate your products Studies show that Chinese students overseas continue to use Chinese social media such as Weibo, WeChat and Little Red Book rather than migrating to Instagram and Twitter. Our research found that fewer than 1 in 5 students used Instagram and fewer than 1 in 20 used Facebook. And the nature of the Chinese digital landscape and online connectedness of Chinese students and millennials means that those visiting are great advocates for your product, with influence far beyond these shores to their fellow netizens at home. 3. They are millennials and they know millennials The fastest growing segment of the Chinese outbound travel market is the independent travel sector, fuelled by the rise in numbers of affluent, middle class millennials. Overseas students have good networks with peers, both those studying abroad around the world, and back home in China.
Working with the CSSAUK The All-British Chinese Students and Scholars Association (CSSAUK) is the official national organisation of Chinese students and scholars studying in the UK. It is currently the largest Chinese association in the UK. CSSA currently has more than 190,000 members mainly Chinese students and scholars. Their educational background includes undergraduate, master, doctor, and postdoctoral. The CSSA has more than 100 local student federations in six regions; London, South, North, Central, Greater Manchester and Northern Ireland. We are valued partners of the CSSAUK and we can recommend a number of ways to work with them to access their valuable membership.
CSSAUK WeChat post to reach Chinese students in the UK With over 60,000 followers and an increasing number of freshers joining each year, the CSSAUK official WeChat account is a great platform to directly target the Chinese students in the UK. How does it work? Solus WeChat post CTO will create tailor-made content which resonates with Chinese students, featuring your brand or product and we will publish the post on CSSAUK’s WeChat official account. Shared WeChat post As above, but the content will feature your brand or product alongside 3-4 other complementary brands. Strong imagery and/or video is helpful in driving high levels of engagement and views.
CSSAUK WeChat Posts
Project Timelines Date
Contact CTO to discuss possible content ideas 1st of the month
Confirm the type of the content and content idea 15th of the month
CTO to create the first draft to meet all the requirements of
+ 2 working days
CSSAUK platform regulations
CSSAUK to accept the post content (inc time for one set of
+ 2-3 working days
amends)
Publish content End of the month
Top line campaign analysis to client 30 days post publication
Note: CSSAUK WeChat has limited capacity for promotional social media content. There is
only one slot available per month. If you are interested in a slot, please be sure to get in
touch with China Travel Outbound as early as possible.
Chinese social media campaign
Social media is very important in China so we also recommend running a campaign on China’s
most popular ‘open’ social media platform, Weibo, which is similar to the Western platform
‘Twitter’ and has over 523m monthly active users.
Objectives:
• To rapidly increase your brand awareness to a Chinese audiences living in the UK
• To deliver meaningful engagement from your target audience
• To gain learnings through the analysis and measurement of campaign results which will give
a deeper understanding of your China audience and their views on your product or service.
Weibo advertising campaign (for clients with a Weibo account only) If you already have a verified Weibo official account, we will provide a comprehensive media plan which Example of 2019 Golden Week sponsored will target your key audience including Chinese post for London Designer Outlet students in the UK. Using the advertising platform ‘Fensitong’, we will serve sponsored posts to this specific audience type to grow your existing Weibo following, drive traffic to your Weibo account and generate engagement. Targeting options include but are not limited to: • Age • Location • Account Followed • Relationship Status • Education Level 2.1m views • Interests We recommend a minimum of 3-4 sponsored posts per year.
Weibo advertising campaign (for clients without a
Weibo account)
How does it work? Chinese New Year Promoted post for
LDO
For brands who don’t have a Weibo account but are
keen to access the huge opportunity offered through
sponsored posts on Weibo, we can deliver
sponsored posts via our own Weibo account.
CTO runs a series of social media accounts branded
‘吃喝玩乐游英国’ which loosely translates as ‘Fun in
Britain’. Our Weibo has over 10k followers, all of
whom have an interest in travelling within the UK
and have been gained via organic content delivery
(no data has been ‘bought’ to boost this following
artificially). Our account targets Chinese
independent travellers with interesting angles and
stories about travelling to and within the UK. Views :1.5m
We can deliver a sponsored post on your behalf via
our account.
Why Key Opinion Leaders (KOLs)? Chinese Key Opinion Leaders (KOLs) are the equivalent of social influencers in the UK. While most are based in China, there are a number of excellent KOLs living in the UK. Fees vary depending on the reach of the KOL and the desirability of the product experienced. We will negotiate and make all the arrangements on your behalf for the trip. The right KOL endorsement published on major third-party platforms and social media drives engagement and brand profile. We work with our database of UK-based KOLs to encourage Chinese students in the UK to experience your travel product and leverage brand awareness using their social media channels. We will select the right KOL for your brand and budget and ensure all deliverables are achieved as agreed.
UK-based Chinese KOLs examples
KOL’s video collaboration with LDO 29.9k play times
London based KOL
Platform: Weibo
Total followers: 342k
Main content: family, fashion and
lifestyle in the UK, video and static
content
Example fee
Image + text post: £600
Vlog post: £1100
One image + text post + one vlog post:
£1,500UK-based Chinese KOLs examples London based KOL Platform: xiaohongshu（Little Red Book） Total followers: 162k Content Type: text, image, video Availability: part-time travel blogger available weekends only Main Content: lifestyle, travel, shopping Example fee: Image + text post on LRB: £600 Vlog post: £700 One image + text post + one vlog post: £1,000
UK-based Chinese KOLs examples London based video specialist KOL Location: London Platform: Douyin (Tik Tok), WeChat video. Total followers: 48.9k Content Type: short videos of UK landscapes Costing for one-minute video post: £1,000 Prices for longer video formats based on individual project
CSSAUK Chinese New Year event collaboration opportunity
The benefits of collaboration Chinese New Year (CNY) is the most important festival for the Chinese. CSSAUK’s CNY event is a major part of the association’s calendar and collaboration will give brands a broad exposure to Chinese students resident in the UK. This event will provide your brand with nationwide access to students from different localities. It will allow brands the opportunity to tap into this valuable network and gain a competitive advantage in this market. In 2021, Chinese New Year falls on 12th February. The event will be held virtually this year due to Covid 19 restrictions. Brands can collaborate at different levels, the details of which are on the following pages.
CSSA Chinese New Year Gala This event will provide partners with nationwide access to students from different localities. It will allow brands the opportunity to tap into this valuable network and gain a competitive advantage in this market. Time and Location The event will be held on 2nd Feb 2021 11:00 – 13:00 UK time. The format of the event will be live streaming online. The platforms to be used ‘live’ are still under discussion but likely to include Zoom webinar, YouTube, Facebook live and the popular Chinese video sharing website, Bilibili. There will also be other platforms where they will share the recorded video such as Youku and Tencent. Pre-event promotion A pre-event promotional campaign will run. Expected results are : 30,000 views on two major publicity platforms of Douyin (Tik Tok) and Weibo 5,000 views on CSSA’s various WeChat platforms Campaign management will be facilitated on your behalf by an English speaking account manager at China Travel Outbound in the UK. A topline results report will be included. Prices from £250 plus VAT (see p 17).
CSSA Chinese New Year Gala
VVIP (Limited VIP Gold Silver
numbers)
Collaboration Package Price £8,000 £5,000 £3,000 £1,000
CTO campaign management fee (inc topline report of results) £500 £500 £250 £250
（1）CSSA-UK Special Sponsorship List √
（2）The number of CSSA all over the UK help to share CNY event content that mentioned about sponsors 20+ 15+ 10+ 8+
（3）CSSA-UK WeChat subscription account headline post before the date of CSSA-UK Chinese New Year 6 Headlines 3 Headlines 1 Headlines 2 Sub-headlines
Gala 2 Sub-headlines
（4）Oral Advertising by hosts during CSSA Chinese New Year Gala √
√
（5） Program scroll bar playback sponsors’ logo and QR code
（6）Advertising on Tiktok and Weibo √ √ √ √
（7）Sponsorships logo and QR code in CSSA-UK Chinese New Year Gala trailer √ √ √
（8）Sponsorships logo and posters on performance e-list √ √ √ √
（9）15 seconds video shot about your brand shared by CSSA-UK Tiktok account( Advertising ) √ √
（10）Sponsorships priority contact list for all the events in 2021 √ √ √ √
（11）Advertising in the recording √
Exclusive right in fresher welcome event of JAN 2021
（12）Sponsorships logo in relevant promotional materials √ √ √ √
（13）Oral Advertising by hosts in the Welcome Event √ √
（14）Sponsor lucky draw in pre-departure event (Sponsor provides products for lucky draw campaign) √
Prices exclude VAT. Project will be billed by CTO upon agreement with payment required within 7 days.Chinese Student Research CTO has a bank of Chinese students who can be surveyed via our Research department on behalf of brands interested in the views and perceptions of this audience. We can carry out bespoke research on your behalf, or we can include individual questions within wider surveys. If you are interested in finding out more about our Chinese Student Research opportunities, please do not hesitate to get in touch as each piece of research is designed to suit the objectives of the project.
Chinese mobile payments methods In the new COVID world, contactless payment is going to be essential. In China, people have been using mobile payment methods in everyday life for many years now and it has become the expected way to pay. There are two main platforms for payment: WeChat Pay and Alipay. WeChat is the largest social media and messaging platform in the world. In 2018, the WeChat App surpassed over 1.2 Billion annual active users. Alipay overtook PayPal as the world’s largest mobile payment platform in 2013. As of 2019, the number of Alipay active members surpassed 900 million. Implementing Alipay and WeChat Pay is a simple process and, as with any other credit card or mobile payment method, there is a transaction fee payable by the merchant. We are able to assist you in setting up these payment methods, which will bring you bigger share of wallet, and highlight your China Welcome to Chinese students. Please get in touch with us for more details.
Proposal
Activity £ Detail
One tailor-made social media article featuring your travel brand's various
Solus CSSAUK WeChat social media post £980
products or aspects to be published on CSSAUK's official WeChat account.
One tailor-made social media article on CSSAUK’s official WeChat account
Shared CSSA WeChat social media post £450
featuring your brand alongside another 3 to 4 brands.
Weibo advertising campaign via your own
£1700 Per promoted post. Recommend 3-4 per year.
Weibo account
Weibo advertising campaign via CTO’s Weibo
£1,980 Per promoted post. Recommend 3-4 per year.
account, Fun in Britain
Including sourcing the right KOL for your brand, communication on the
Dependent on KOL format and content creation, and mini-report on KOL project. Note that
UK-based Chinese KOL
selected attraction entry tickets, transportation and other travel expenses are
provided by the client.
A fantastic opportunity to reach 190,000 Chinese students and academics
CSSAUK CNY event sponsorship See page 17 for prices
living in the UK.
Variable per project
Chinese Student research project Shared or solus survey as required.
requirement
Mobile payment solution. Allows customers to pay via their mobile phones
Merchant fee and PDQ hire
WeChat and Alipay using either AliPay or WeChat Pay as the customer prefers. Provided
charge (if required)
via partners.
Prices exclude VAT. Campaigns payable in advance of media purchase.Contact us
We hope you found our proposal of interest. Please contact
Helena Beard or Jing Jing to discuss further.
helena.beard@chinatraveloutbound.com
Jing.jing@chinatraveloutbound.com
Tel: +44 (0) 1273 262700
Web: chinatraveloutbound.com
For further insight into the Chinese travel market, please see
our blog at http://www.chinatraveloutbound.com/blog/.You can also read
