Exploring the impact of China's tourism recovery, potential trends that may emerge and what we can expect in terms of branding and marketing to a new Asia Pacific audience.

2. Your Digital Partner.
DIGITAL MARKETING
CREATIVE AGENCY

3. HERE’S WHAT WE WILL SPEAK ABOUT TODAY

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CORONAVIRUS AND THE ECONOMY AS A WHOLE

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HOWEVER…
IT SEEMS THAT THERE ARE EARLY SIGNS OF
RECOVERY IN CHINA?

6. CONSUMERS INSIGHTS:
SPOTLIGHT ON CHINA
Chart by NetEase

7. CONSUMERS INSIGHTS:
SPOTLIGHT ON CHINA

8. CONSUMERS INSIGHTS:
SPOTLIGHT ON CHINA

9. Consumption Changes During The Epidemic
EXPECTED CONSUMPTION CHANGES DURING THE EPIDEMIC

10. Consumption
Changes
After The Epidemic (PREDICTION)
EXPECTED CONSUMPTION CHANGES AFTER THE EPIDEMIC

11. MEDIA LANDSCAPE

12. Businesses cannot a ord to delay their
post-Covid-19 plans any longer.
China is rebounding...

13. OUR CHINA PROGRAM

14. CHINA IS NOISY & WILD
It is an eccentric blend of modernity and tradition

15. Censorship is a hot button topic
But by playing by the rules
It has allowed Chinese brands
to flourish creatively

16. China consumers are coming of age
Especially the #996.icu#, 80/90后
They hold a ‘spend more, earn more’ mentality
And are driving the next wave of consumerism

17. And the worst thing to do now
Is to play it safe

18. 1.44B people, world's most
populous country
855M Internet Users
● But there’s no Facebook or Google
● Censorship, censorship and censorship
● Unspoken rule for brands to promote
‘healthy’ content
五毛，白左，#nnevvy#
How much do you know about China?

19. But… it’s not indecipherable.
Basic rules still apply…

20. SAME BUT DIFFERENT

21. MOBILE FIRST IN CHINA
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MOBILE Dominates Social Media In China
812.6 M 95% 3.17 H
• Sourced from Wearesocial: Digital 2020 China

22. Sharing moments from daily life01
Daily necessity service (e.g. taxi hailing)02
Following the latest news03
Reading long articles and educational information04
Following KOLs05
Participating in promotional campaigns06
Looking for purchase recommendation07
Direct purchasing & Payments08
Contacting businesses’ customer hotline09
Work10
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SOCIAL APP USAGE

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SOURCES OF NEW BRAND DISCOVERY
• Sourced from Wearesocial: Digital 2020 China

24. KEY SOCIAL PLATFORMS
IN CHINA

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WeChat
AN OVERVIEW TO 双微一抖+RED
Weibo Douyin Red

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CHINA’S
MEDIA
LANDSCAPE:
SOCIAL
MEETS
COMMERCE

27. WECHAT 微信
‘All-in-one’ app

28. 1 B+
3 M+
WECHAT: THE ECOSYSTEM
1.15 B+

29. PUBLIC WECHAT ACCOUNT
Public WeChat
Account Of Baidu
Article on
Baidu account

30. 30
WECHAT MOMENTS AND ADS
A Friend’s update
WeChat Moments ad:

31. HOW WECHAT IS USED FOR MARKETING AND COMMUNICATIONS
Articles to followers Customised menu Product page/Mini program
A NECESSITY

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www.yourdomain.co
m
SINA WEIBO新浪微博
The ‘Twitter’

33. SINA WEIBO
222 M
94%
516 M

34. Corporate account
(Blue “V”)
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CORPORATE WEIBO ACCOUNTS AND ADS
Splash Screen Ad Hot Topic AdNative Feed Ad

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Teaser ONGOINGLAUNCH DAY
澳门巴黎人
HOW WEIBO IS USED FOR MARKETING AND COMMUNICATION
（澳门巴黎人酒店）

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Douyin抖音
The original TikTok

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DOUYIN
Video Themes:
Content format:
6th
40 B RMB
400 M

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Corporate account (Blue “V”) Native feed adSplash screen ad
DOUYIN CORPORATE ACCOUNTS AND ADS

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HOW DOUYIN IS USED FOR MARKETING AND COMMUNICATIONS

40. 40
www.yourdomain.co
m
Red 小红书
Instagram + shopping reviews

41. 300 M+
Young, High-Purchasing Power Demographic
XIAOHONGSHU (THE LITTLE RED BOOK)
100 M+ 78.64% 70% 60%

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Wu Xin
Renowned TV hosts
Purple
Influencers in Beauty
JOJO
Ordinary user
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XIAOHONGSHU USER PORTRAIT AND CHARACTERS

43. Corporate account Posts Brand mentions E-shop Offline shop info
XIAOHONGSHU CORPORATE ACCOUNT

44. No.1 makeup brand within only 2
and a half years since it was established
Phase 1: Build up
brand awareness
Phase 2: Long-term
communication
HOW XIAOHONGSHU IS USED FOR MARKETING & COMMUNICATION

45. SUMMARIZING CHINA
双微一抖
一，二，三等线城市

46. SO HOW DO WE START
THE ROUTE TOWARDS RECOVERY?

47. How can we prepare ourselves for
the upcoming wave of tourism
recovery?
What are their needs and
desires? Which platforms do
they use most?
Setup avatars
Refine your communications
to address their needs and
wants.

48. CHANGES IN ATTITUDES
AND PREFERENCES

49. In order to maintain both them
and their family’s quality of life,
their preferences lean towards
‘HOME-BASED’

50. Changes caused by Covid-19 NEXT STEPS
People are turning inwards to
value
In order to maintain both their
and their family’s quality of life,
their preferences lean towards
1. Revise new communications positioning
2. Introduce new potential ‘home based’ products
or segments

51. CRAFT YOUR
WINNING STRATEGY
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52. 52
VERIFICATION PROCESS FOR EACH PLATFORM
Social Platform Documents For Account Certification (for a Company/Organization Outside Of China)
Weibo
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WeChat ：
，
Douyin
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Xiaohongshu ：

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CREATIVE FOR MORE’S BRAND BUILDING WORKSHOP
APR MAY JUN AUG

54. Services that we provide:
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55. Services that we provide for
our China program:
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56. THANK YOU!
For consultation about your
business plans:
hello@creativeformore.com

57. Creative For More.