COURSE ONE:

COURSE ONE: "Unlock China Travel Market"

Total Course Length: 3 hours 10 minutes; 4 Modules 7 Lessons

After this course, you will:

1. Gain a full understanding of the Chinese travel market.

2. Establish a strong business presence within the market.

3. Become connected to and "discoverable" by potential travel partners and customers in China.

Note: Upon checkout, your login passcode for this online course video will be delivered by email.

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COURSE ONE: "Unlock China Travel Market"

Module 1: Understanding the Chinese Travel Market and Marketing Fundamentals

- Lesson 1: Overview of the Chinese Travel Market

- Lesson 2: Know Your Chinese Customers

Module 2: Why Western Marketing Doesn’t Work in China

- Lesson 1: Chinese Marketing Overview

Module 3: Strategic Marketing Approaches - Building Trust

- Lesson 1: Building a PresenceLesson 2: Influencer and Content Marketing

Module 4: Sales and Customer Interaction

- Lesson 1: Understanding and Engaging B2B, B2C,B2O Markets

- Lesson 2: Pricing and Competitive Strategies

Module 1:

Understanding the Chinese Travel Market and Marketing Fundamentals

In this foundational module, we'll guide you through the intricacies of the Chinese travel market to address the most common concerns faced by travel business owners worldwide. You’ll gain deep insights into:

Lesson 1: Overview of the Chinese Travel Market

1. The demographics of Chinese international travelers, including the burgeoning middle class and their spending habits.

2. Preferences and behaviors specific to Chinese travelers.

3. Popular concepts and what defines luxury travel in the Chinese context.

Lesson 2: Know Your Chinese Customers

1. Identifying key characteristics and travel patterns of
Chinese tourists.

  2. Understanding the high and low travel seasons and how Chinese national holidays influence travel.

  3. Cultural preferences regarding food, accommodations, and religious considerations.

4. Debunking common myths and misconceptions about Chinese travelers.

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Module 2:

Why Western Marketing Doesn’t Work in China

Discover why traditional Western marketing strategies fall short in China and learn how to adapt your approach for success.

This module includes:

1. Understanding the differences between B2B and B2C
customers in the Chinese market.

2. Alternatives to Google for online searches and
advertising.

3. SEO and social media strategies tailored for the Chinese
market, including a comparison of Google SEO versus Baidu SEO.

4. An overview of essential Chinese social media platforms
for the travel industry and tips on leveraging them to boost your business.

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Module 3:

Strategic Marketing Approaches - Building Trust

Trust is crucial in any market but especially in China. This module focuses on establishing a credible, trustworthy presence that resonates with Chinese consumers and partners:

Lesson 1: Building a Presence

  1. Strategies for being discovered by Chinese travel agents despite the absence of Google and Facebook.

  2. The importance of an official Chinese website and considerations for creating a multilingual site.

  3. Navigating content sensitivity checks in China to maintain a compliant online presence.

Lesson 2: Influencer and Content Marketing

1. Understanding the roles of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) in Chinese digital marketing.

  2. Techniques for viral marketing success on Chinese social platforms.

  3. Tools for identifying fake followers and ensuring engagement authenticity.

  4. Targeting niche markets such as the middle class and lifestyle oriented travelers.

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Module 4:

Sales and Customer Interaction

Engage effectively with different segments of the Chinese travel market and refine your pricing strategies to stand out competitively:

Lesson 1: Understanding and Engaging B2B, B2C, B2O Markets

1. Tailoring strategies to effectively connect with travel agents, independent travelers, and organizational clients.

  2. Techniques for overcoming language barriers and fostering long-term business relationships.

Lesson 2: Pricing and Competitive Strategies

  1. Best practices for pricing your travel services competitively without engaging in price wars.

  2. Developing competitive advantages and positioning your brand effectively within the Chinese market.

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