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iSuite Insights Spotlight – Issue #7 Understand The Latest Online Behaviour of Chinese Audiences

iSuite Insights Spotlight - Issue #7 Understand The Latest Online Behaviour of Chinese Audiences

China has eased its zero-COVID policy and reopened its borders to tourists after three years of COVID-19 closure. The border reopening is a significant step towards economic recovery and the resumption of cross-border activities. According to travel platform Trip.com, outbound travel orders surged 640 percent YoY over the Chinese New Year holiday, while Chinese mainland tourists' bookings for overseas hotels and international flight tickets both soared more than four times over the same period of last year.

Based on iAudience and iFans data, we have traced and profiled Chinese netizens who followed “COVID-19” related topics, analyzing their audience profiles, preferences and online behaviors to uncover audience insights from audience understanding and public opinion analysis.

AUDIENCE DEMOGRAPHICS

AUDIENCE INTERESTED CATEGORIES

Source: iAudience Data as of Jan 2023

AUDIENCE GEOGRAPHIC LOCATIONS

Source: iAudience Data as of Jan 2023

PUBLIC OPINION KEYWORDS

Government Guidance: Joint Defense and Joint Control1, Border Reopening2, Measures3

Border Reopening: Nucleic Acid Test1, Endorsement2, Booking3

Travel Destinations: Hong Kong1, Macau2, Shenzhen3

Source: iFans Public Opinion Analytics Data as of Jan 2023

Audiences are interested in topics related to the updates of Government Guidance and Announcements
Rise in interest in Transportation & Tickets during the Chunyun period e.g. Travel, Ticketing and
  High-Speed Railway

PUBLIC OPINION SOURCES

Source: iFans Public Opinion Analytics Data as of Jan 2023

Major Sources of Public Opinion related to COVID-19
  are News, WeChat and APPS

 PUBLIC OPINION SENTIMENT TENDENCY

Source: iFans Public Opinion Analytics Data as of Jan 2023

Audience tends to have a neutral attitude towards
  topics related to Covid-19

PUBLIC OPINION SNAPSHOTS

Source: iFans Public Opinion Analytics Data as of Jan 2023

More Insights

The CNY 2025 outbound travel boom is bigger than ever!

January 23, 2025

As we gear up for Chinese New Year (CNY) 2025, the stage is set for record-breaking Chinese outbound travel and consumer spending, driven by evolving consumer behaviors and preferences. According to Qunar, international travel during the 2024 CNY saw a remarkable 13.5 million outbound trips, surpassing pre-pandemic levels and setting the pace for new highs this year. Dive into the insights from Fliggy and Qunar below, showcasing promising trends that businesses can tap into to connect with Chinese travelers and maximize opportunities during this peak travel season.

 

Harness the Chinese Festive Calendar for Year-Round Success!

January 21, 2025

Understanding the Chinese festive calendar isn't just important—it's a game changer for your annual marketing strategy. Each festival presents a unique opportunity to build authentic connections with diverse audience segments, including families celebrating traditional events like Chinese New Year, young couples exchanging gifts during occasions like 520 Day and Qixi Festival, and online shoppers during major e-commerce events such as 618 and Singles' Day.

 

The Chinese Luxury Traveler Market is Up and Running!

January 16, 2025

Despite international flights from mainland China recovering to 87% of pre-pandemic levels, luxury spending abroad has already surpassed those benchmarks, showing an impressive 32% year-on-year increase as of mid-2024.

 

Revolutionize Gifting with WeChat’s New “Gift Giving” Feature

January 13, 2025

WeChat Mini Store (微信小店) introduces an exciting new “Gift Giving” feature, designed to streamline the gifting experience like never before. Currently in pilot testing, this feature supports items priced under RMB 10,000 making the process effortless for both senders and recipients.

 

Tap into the Travel Preferences of the Silver-Hair Generation with Ctrip!

December 17, 2024

Are you ready to explore the travel trends of the silver-hair generation—an affluent and expanding segment in China? Ctrip's latest insights reveal that seniors aged 50 and over are traveling more than ever! During the Double Ninth Festival, bookings surged by nearly 20%. From January to September, orders rose by 26%, with the 61-65 age group showing an impressive growth of 58%.

 

Festive Trends on Xiaohongshu: Marketing to Chinese Travelers in Hong Kong

December 10, 2024

As the year draws to a close, searches related to celebrating Christmas and New Year's Eve (雙旦) on Xiaohongshu (XHS) have surged, indicating a growing enthusiasm for holiday travel. Hong Kong stands out as a premier destination for Chinese travelers, offering a captivating blend of tradition and modernity. Below are what the Chinese travelers are looking for and how brands can engage.

 

UnionPay Enhances Travelers’ Payment Experience in China with Alipay and WeChat Pay!

December 4, 2024

nionPay now enables overseas-issued cards to effortlessly link with Alipay and WeChat Pay. This means that international visitors can enjoy the convenience of QR code payments by simply connecting their UnionPay cards to these widely-used apps, just like local!

 

WeChat Pay's Integration with Taobao: a Game-Changer for Chinese E-commerce

November 26, 2024

Exciting news for merchants and shoppers! Taobao has integrated WeChat Pay as a payment option for all stores on Taobao and Tmall! This update enhances the shopping experience and opens incredible opportunities for merchants to attract WeChat Pay users and tap into a vibrant new customer base!

 

Unlock Brand’s Potential in this Year-End Gifting Season!

November 19, 2024

As the year-end holidays draw near, it's prime time to seize the incredible opportunities of this bustling shopping season! The Chinese gift economy is projected to reach RMB 1.4 trillion in 2024, soaring to RMB 1.6 billion by 2027. This is your chance to fully embrace China’s vibrant gifting culture!