A case study with real numbers and Chinese tourists’ travel preferences in Thailand Nuttasit Patarateerakul – Baidu Marketing Manager
Meaning of Baidu Hundreds and thousands of times, for her I searched in chaos, suddenly, I turned by chance, to where the lights were waning, and there she stood. Baidu’s Mission To provide the best and most equitable way for people to find what they are looking for.
Baidu is the biggest Chinese website in the world 4 ˚
Baidu Awarded Autonomous Vehicle Baidu Eye 29 th LIONS Forbes’ World’s INNOVATION Most Innovative Baidu Duer: Companies voice-activated Baidu Kuaisou, assistant Smart Chopsticks Providing the best and most equitable way for people to find what they’re looking for
The accuracy and promptness of data Digital map services Personalized Big Data AI data Satellite voice Machine acquisition positioning navigation Translation Baidu Map National Day Golden Week 70 % 25 % 120 M Market Penetration Chinese Share Rate Outbound Tourist Baidu Map Partners with top digital map partners to provide quality map services to consumer world-wide
Many organizations are collaborated with Baidu Map Signed MOA with TAT 130 k Release Chinese Tourist insight Monthly active user with Union Pay in Thailand Organized Songkarn campaign with top 8 shopping centers Partners
Baidu Search 2011 ～ 2016 Baidu search index for Thailand travel tip queries Top 10 hotels of interest 4,000 3,000 Top 10 Restaurants 2,000 1,000 Top 10 shopping destinations 2011 2015 2016
Problem Baidu Access How do Chinese tourist choose overseas hotels? Analyze Which hotel facilities are most important? Customize What kind of restaurant do Chinese tourist prefer? Solution
Chinese Tourists FIT Market Size Trending Market Size Will go to Thailand in the Been to Thailand in the 6.38billion US$ past 6 month in 2016 next 6 months in 2016 Group Tour Free Free 26 % Group Tour Independent Independent 41 % Each FIT tourist traveller daily traveller Spend 59 % 74 % spending 8.1 144 US$ days
Chinese Tourist Profile Income : middle – high income 83% Demographic : 25 – 34 years old 41% 8 % 24 years old and below 25-34 years old 27 % 41 % 55% 28% 17% 35-44 years old High income Middle income Low income 24 % 45 years old and above Booking Method : Mobile is inclining offline offline Spending by gender : Males spend more then females 8 % 15 % Web Web app app 22 % 40 % 52 % 63 % 66 % 34 % 2014 2015
Popular keywords Dining Shopping Thai food tips Hotpot Thailand tax-free tips Pharmacy Local dining options Thai snack tips What good things can I buy in Thailand? What’s cheap in Thailand? What to eat in Thailand Bangkok eat seafood Shopping centre Supermarket
Chinese tourist preference Accommodations Restaurant Shopping 曼谷盛泰 澜 (Centara Grand at MK 泰式自助火 锅 1. 1. Boots 1. CentralWorld) DONQ(Bakery) 2. Big C 2. 水 门肥鸡饭 (Kai Ton Pathumwan) 彩虹云宵 (Baiyoke Sky Hotel) 2. 3. 7eleven 3. 水 门夜光酒店 (GLOW Pratunam) 3. How do Chinese tourist What are the problems What problems are encountered during choose overseas hotels? encountered during meals? shopping? Can’t Communication Location Price Picture Review Inconvenient No Language No clear with waiter not understand to bring coupons barrier plan smooth menu back 1st 2nd 3rd 4th
Baidu Access : Cross border Chinese tourist marketing platform Clients Government KA Hotels Shopping Entertainment Restaurants Cross-Border Chinese Tourists Marketing Solutions Market Analysis Brand Influence Sales Abilities Industry report Travel media society Deals sale Market consult Media resources Advertisement sale Baidu Other Medias Agencies Channels On the rise of China outbound tourism and the inclining popularity of Thailand as destination, Baidu access project is created to serve Thai businesses who want to promote their products and services to Chinese tourist.
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