Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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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 One image + text post + one vlog post: from £1,500 plus expenses
UK-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: One image + text post + one vlog post: £1,500 plus expenses
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: from £1,500 plus expenses Prices for longer video formats based on individual project
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 Since COVID-19, contactless payments have become even more 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 format and content creation, and mini-report on KOL project. Note that UK-based Chinese KOL From £1500 attraction entry tickets, transportation and other travel expenses are provided by the client. Opportunities to reach 190,000 Chinese students and academics CSSAUK CNY event sponsorship On request 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 Julie Withers to discuss further. Julie.withers@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/.
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