Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound

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Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
Chinese Student Products
 Help your brand to attract Chinese students in the UK
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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 Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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.
Chinese Student Products - Help your brand to attract Chinese students in the UK - China Travel Outbound
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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