The outbreak of the coronavirus has led to a huge decline in the tourism industry, but livestreaming has brought more hopes and possibilities for tourism enterprises. During the epidemic, there is a rise of travel live streaming in China to showcase museums, scenic area and historical sites. It provides a way to stave off boredom while staying indoor.
Successful Cases
Starting from February, Fliggy has launched a live streaming channel, inviting travellers from more than 30 countries and regions to share their joinery, travel experience and tips. There have been hundreds of live streams each day with up to 7.5 million viewers for a single live-broadcast. Within a month, Fliggy rolled out 7,500 live-broadcasts and got more than 30million views.
Another successful case is Moganshan town in Deqing County. To attract more domestic travellers to visit Moganshan town, a batch of special discounts are offered during a live streaming. Around 60 percent of the homestays in the town were occupied during the Labor Day holiday.
Platforms
Chinese tourists are influenced a lot by live streaming and short video. Here are some platforms you can effectively reach your potential customers.
Douyin
Douyin, aka Tik Tok on the international scene, is a short-video and e-commerce live-streaming platform which users can book hotel, purchase featured products through this platform. According to ByteDance’s report in 2019, it has amassed 400 million daily active users. eMarketer also revealed that Douyin makes up 67.9% of China’s mobile social network users and 59% of smartphone users in 2019 and these figures are estimated to grow to 68.3% and 59.6%, respectively, in 2020.
Kuaishou
A live-streaming platform that targets young users from lower-tier cities and small towns, Kuaishou has more than 100 million daily active live broadcasting users and 56% of them are post-90s. There are also quite a lot of live streaming features to support the creators in order to make the live-streaming more entertaining.
YiZhibo
Partnered with Weibo, Yizhibo enables users to watch the live stream and video either through its platform or Weibo. The users of Yizhibo are mainly tech savvy who belong to post 90s and millennial, with 30% of them are located in first-tier cities in China.
Taobao Live
Another platform established by Alibaba, Taobao Live provides a medium for KOLs/retailers to promote the sponsored products. In China, 79 % of e-commerce live-streaming transactions are made on this platform.
To wrap up
Live streaming is undoubtedly a rising trend in China digital marketing. Many social media and utility apps such as Weibo, WeChat and Meipai have already added live streaming functions. Special offers must be included in the live stream in order to motivate audiences to make bookings. The stability of the live stream will also affect the quality and overall performance. Looking for techniques to support and would like to find out more about successful live-streaming campaigns? Chat with us info@nijital.com