Month: March 2025

Categories
China Marketing DMP

Decoding the Trends and Personas in China’s International Study Market

According to the Chinese Ministry of Education, the number of Chinese students studying abroad has rebounded significantly. After a rapid recovery from 451,000 in 2020 to 661,000 in 2022, followed by a strong increase from 545,000 in 2023 to 704,000 in 2024, the figure has now returned to pre-pandemic levels.

 

01 Top Education Destinations

Data from the 2024 White Paper on Chinese Students’ Overseas Study Preparation published by New Oriental shows that the United Kingdom, the United States, and Australia remained as the top three most popular study destinations in 2024. Asia also demonstrated remarkable performance, with Hong Kong (China) ranking fourth on the list. Notably, Australia secured its position among the top 3 preferred destinations for the first time, while Asian regions showed particularly strong appeal.

 

 

Over the past decade (2015-2024), the U.K. and the U.S. have alternated as the most sought-after study destinations. During the first five years, the United States maintained its dominance through its world-class educational resources and robust academic strengths, attracting substantial numbers of Chinese students. However, in the latter half of the decade, the United Kingdom surpassed its counterpart by leveraging its shorter program durations and relatively stable political climate, ultimately becoming the preferred choice for prospective Chinese international students.

Factors behind might include education capabilities & qualities, working prospects, university/major rankings, safety, culture, and budgets. According to Qide Education’s 2025 Chinese Overseas Study White Paper, from 2021 to 2025, education capabilities & qualities stays in the first place; working prospect, university/major rankings, safety, and culture keeps in the 2nd place to the 5th place; budget kept growing from the 8th place to the 6th place, indicating the importance of total spends grows year on year.

 

02 Budget, a factor with growing importance

The average budget for studying abroad in different countries and regions diverse from 500 thousand RMB to 625 thousand RMB. Basically, the U.S., Canada, and the U.K. are the top expensive study destinations for Chinese students. While Japan, Europe, and other Asia countries are more economically friendly.

 

 

03 YOYI DMP said:“ Affecting the end-user while persuading the key decider.”

3.1 Students and Parents, the duo system in China’s studying abroad

The unity of Chinese families gives students more freedom of studying choices. The parents would like to invest in their children’s education even after their age of 18. Therefore, the study abroad context of Chinese students is quite different from that of the other parts of the world. The children make their international studying decisions together with their parents, and their parents will support them financially.

Hence, it’s important to affect students and their parents together in their interests period and convince their parents in the buying period.

3.2 Education Background that affects the way of communication

Here’s an educational allocation for Chinese students who would like to study or are currently studying abroad. In Conclusion, from the students’ perspective, the younger generation with a high school degree or below would like to prepare for their overseas education for a bachelor’s degree and below, which accounts for 52% of the overall group. While those with bachelor’s degrees would also pursue a higher degree, on master’s or doctor’s degree, which halves the number of students with a high school degree and below. As high school students are more likely to spend more years on their attaining their degrees than the bachelors, hence they might spend more.

For their parents, 68% have a bachelor’s degree and above, which means colleges abroad need to choose a more acceptable way to communicate with them, especially through data and facts to declare the prosperous future they can bring to the students.

 

 

For both students and parents, the gender is almost even. The majority of students are under 24 years old, and over 86% of parents are between 40 and 50.

 

 

3.3 Lower-tier cities with great potential

Among the top 10 cities where intended international students locate, Shanghai, Beijing, Guangzhou, and Shenzhen are all 1st -tier cities, and 6 other cities are the new 1st -tier cities. 1-st tier and new 1st-tier cities demonstrated a high level of commercial resources concentration, city hub connectivity, urban population activity, lifestyle diversity, and future potential.

 

 

And from the full picture, (New) Tier 1 Cities cover 31% of overseas studying audiences. However, all tier 2, tier 3, and tier 4 cities holds around 20% of overseas studying audiences, which cannot be ignored by education destinations. Actually, studying abroad is no longer a special treat for Chinese population in accordance with the quick development of economy. Overseas study shows a trends of being normal and populist in China.

 

 

To learn more details on overseas study persona in China and how to target, drive interests, engage and convert them, please feel free to contact us by email: marketing@yoyi.com.cn. Our professionals will establish a suitable marketing strategy based on our DMP insights according to your needs.

Source of featured image: Photo by Zoshua Colah on Unsplash

Categories
Privacy Policy

Privacy Policy

YOYI Media (Beijing) Interactive Advertising Co., Ltd.

Last Updated: February 2025

We deeply understand the critical importance of data security and personal information protection. When providing products and services, we always respect and prioritize the protection of data security and the legitimate rights and interests of personal information subjects. We process data in accordance with laws, regulations, and national standards. Adhering to the principles of honesty, credibility, and transparency, we aim to explain through this policy how we collect, store, and use data, as well as the avenues we provide for personal information subjects to exercise their rights, such as accessing, copying, correcting, supplementing, and deleting personal information.

Before using YOYI TECH’s products or services, please read and fully understand this policy. We have made every effort to explain the technical terms involved in this policy in a clear and concise manner to facilitate your understanding. Key content has been highlighted in bold for your special attention. If you do not agree with the content of this policy, please do not proceed with any further actions or provide any personal information.

I. Scope of Application of This Policy

  • This Privacy Policy (“this Policy”) applies to all products and services provided by YOYI Media (Beijing) Interactive Advertising Co., Ltd. (“YOYI TECH” or “we”), including but not limited to websites, SDKs, APIs, plugins, components, code, tools, and continuously innovated products and services.
  • Before using our products or services, please read and thoroughly understand this policy. By using our products or services, you confirm that you have fully understood and agreed to this policy. If our products or services have separate terms and conditions, those terms form part of this policy, and this policy still applies to those products or services. In case of any inconsistency between this policy and the product or service terms, or if there are more specific agreements, the latter shall prevail. In the event of differing interpretations, we will interpret the terms in a manner that is most consistent with their intended meaning.
  • Please note that third-party websites, such as media platforms, may embed our SDKs, code, or other products and disclose our privacy policy. You must also comply with the privacy policies or statements of these third-party websites. You should refer to both the third-party website’s privacy policy and our privacy policy to fully understand our data processing practices.

II. Effectiveness and Amendments of This Policy

By using or continuing to use our services, you indicate that you have fully understood and agreed to our collection, storage, use, and processing of data related to the products and services you use, in accordance with this policy.

We may amend certain terms of this policy at any time, and such amendments will form part of this policy. If the amendments materially reduce your rights under this policy, we will notify you through a prominent notice on our homepage, by email, or through other means before the amendments take effect. In such cases, if you continue to use our services, you will be deemed to have agreed to the revised policy.

If you have any questions, comments, or suggestions regarding this policy or related matters, please contact us through the contact information provided on our website.

III. Definitions

  • You: Refers to users who access YOYI TECH’s products or services through various terminals.
  • Products or Services: Refers to the products or services provided by YOYI TECH through its own or third-party websites, apps, mini-programs, and other clients, including assisting advertisers and publishers in providing ad delivery services, introducing ad delivery business content, etc. The specific functions of YOYI TECH’s products or services are subject to the actual features displayed on each client.
  • Data: Refers to the data we collect when providing you with products and services. Depending on the context, this may include data you actively provide, data generated during our service provision, data provided to us by third parties with your legal authorization, and data legally obtained from public channels.
  • Personal Information: Refers to any information recorded electronically or otherwise that can identify a specific natural person or reflect the activities of a specific natural person, either alone or in combination with other information. Typically, the personal information involved in our products and services mainly includes commonly used device information and does not include sensitive personal information such as ID numbers or biometric data.
  • Sensitive Personal Information: Refers to personal information that, if leaked or illegally used, may easily harm the dignity of a natural person or endanger their personal or property safety. This includes biometric data, religious beliefs, specific identity information, medical health information, financial accounts, location tracking, and personal information of minors under the age of sixteen.
  • De-identification: Refers to the technical processing of personal information so that it cannot identify or associate with a personal information subject without additional information.
  • Anonymization: Refers to the technical processing of personal information so that the personal information subject cannot be identified or associated, and the processed information cannot be restored. Information obtained after anonymization is no longer considered personal information.
  • Cookie: Refers to a text file containing a string of characters generated by the server and sent to the user’s browser when visiting a website or viewing other online content. You can configure your browser to decide whether to save these text files.

IV. Data Collection and Use

4.1 Sources of Data

We adhere to the principles of legality, legitimacy, and necessity and only collect personal information that you actively provide or that is generated through your use of YOYI TECH’s products or services for the purposes, scope, and methods described in this policy. When you use various products or functions, we only collect the information necessary for the normal operation of the business function and obtain your prior consent.

4.1.1 Through the Website

We may collect your data, including Personal Data, when you use our Website. For example, if you fill out a form on our Website, we may collect the following information:

  • Contact information: Such as your name, address, phone number, and email address.
  • Demographic information: Such as your country, company, and job title.
  • Comments: Any comments you make on or through the Website.

When you visit our Website, we may automatically collect the following information:

  • Internet domain: The domain through which you access the internet.
  • IP address: The IP address of the computer you are using.
  • Browser and operating system: The type of browser software and operating system you are using.
  • Date and time: The date and time you access our Website.
  • Referral URL: The internet address of the website from which you linked directly to our Website.

We use this information to maintain and improve our Website, ensure it functions properly, and make it more accessible and useful.

4.1.2 Through Our Products and Services

Please note that in the process of providing related products or services, YOYI TECH may collaborate with its affiliated companies, advertisers, and publishers for the above-mentioned ad delivery purposes. In such cases, we will indirectly obtain the personal information you provide in various business scenarios from the affiliated companies for the purpose of providing ad delivery technical support. This enables us to provide comprehensive ad delivery technical support to affiliated companies in various business scenarios, thereby assisting affiliated companies, advertisers, and publishers in achieving the goals of ad delivery, user profiling, or ad delivery optimization.

  • Ad Delivery: When you use YOYI TECH’s ad delivery services provided in collaboration with advertisers and publishers, we will obtain encrypted device ID information (such as OAID, IDFA), IP address, browser type/model/language, and operating system from the publisher with your authorization. This allows YOYI TECH to assist advertisers in predicting your preferences through its ad delivery prediction strategy and provide you with high-quality ad content tailored to your interests.
  • User Profiling: When you use YOYI TECH’s ad delivery services provided in collaboration with advertisers and publishers, we will obtain encrypted device ID information (such as OAID, IDFA) and user profiles calculated based on your authorized data from the publisher and third parties designated by the advertiser. Based on the profiling results, we will provide you with high-quality ad content tailored to your interests.
  • Ad Delivery Optimization: When you use YOYI TECH’s ad delivery services provided in collaboration with advertisers and publishers, we will collect encrypted device ID information (such as OAID, IDFA) and ad exposure/browse/play/conversion information from the publisher with your authorization. This is done to measure the effectiveness of ad delivery strategies, conduct statistical analysis, and continuously optimize ad delivery.

In order to provide our services, we may collect data through cookies placed by our business partners on their websites or from third-party partners authorized to collect such data. The data collected may include:

  • Identifiers: IP address, contact information (e.g., email address), device identifiers (e.g., IDFA, GAID).
  • Geolocation data: Precise geolocation data.
  • Ad-related data: Ad ID, Ad URL, and events such as ad clicks or impressions.
  • Financial information: Purchase history.
  • Technical information: Browser type, operating system, and device model.

If we intend to use your personal information for purposes not stated in this policy or use the information collected for a specific purpose for other purposes, we will inform you in a reasonable manner and obtain your consent again. After you close or stop using the business function, we will stop collecting your personal information. Please note that if you provide us with personal information of other individuals during your use of YOYI TECH’s products or services, you must ensure that we have obtained the consent of the relevant personal information subjects before processing such information.

4.2 Use of Data

We strictly comply with legal regulations and our agreements with you, using the collected information for the following purposes. If we use your information for purposes beyond those listed below, we will explain this to you and obtain your consent again.

  • To provide you with services and achieve the purposes for which the personal information was collected;
  • To provide, maintain, protect, and improve our services, including optimizing strategies and models for assisting advertisers and publishers in providing ad services, and developing new services;
  • To send you marketing communications and other information related to our business.
  • To protect the rights or property of YOYI TECH or you;
  • To report to relevant authorities in accordance with legal or regulatory requirements;
  • Other purposes that comply with legal regulations and have your consent.
  • To prevent and address fraud, breaches of policies, and threats to security.

After de-identifying data through technical means, the de-identified information will no longer be able to identify the personal information subject. You acknowledge and agree that we may use de-identified information; without disclosing your personal information, we reserve the right to analyze user databases and utilize them commercially.

We may conduct statistical analyses on the usage of YOYI TECH’s products or services and may share these statistics with the public or third parties to demonstrate overall usage trends. However, these statistics will not contain any of your personal information.

When we intend to use your personal information for purposes not stated in this policy or use information collected for a specific purpose for other purposes, we will seek your consent in advance. Please understand that the products and services we provide to you are constantly evolving. If you choose to use other products or services not listed in this policy, we will explain the purpose, method, and scope of information collection to you in detail through separate product or service agreements or page prompts before collecting your personal information and obtain your explicit consent. If you do not agree to provide the aforementioned information, you may not be able to use that product or service, but this will not affect your use of other products or services.

4.3 Exceptions to Authorization for Data Collection and Use

In accordance with relevant laws and regulations, we may collect your data without your authorization in the following circumstances:

  • When it is necessary for the conclusion or performance of a contract to which you are a party, or for the implementation of human resource management in accordance with legally established labor rules and regulations or collective contracts;
  • When it is necessary to fulfill legal obligations or statutory duties;
  • When it is necessary to respond to public health emergencies or to protect the life, health, and property safety of natural persons in emergencies;
  • When it is necessary to carry out news reporting, public opinion supervision, and other activities in the public interest, and the processing of personal information is within a reasonable scope;
  • When processing personal information that has been voluntarily disclosed by individuals or has been legally disclosed, within a reasonable scope;
  • Other circumstances stipulated by laws and administrative regulations.

V. How We Use Cookies and Similar Technologies

Cookies and similar technologies are commonly used on the internet. When you use our related services, we may use these technologies to send one or more cookies or anonymous identifiers to your device to collect and store information about your visit and use of our website or system. Cookies and similar technologies typically contain identifiers, site names, and some numbers and characters.

We use this information to determine whether registered users are logged in, to ensure the secure and efficient operation of our products and services, and to improve product services and user experience. If you do not want your personal information to be stored in cookies, you can configure your browser to disable cookies and similar technologies.

If your browser or browser add-ons allow, you can modify your acceptance level of cookies and similar technologies or reject our cookies and similar technologies. Most browsers provide users with the function to clear browser cache data, and you can perform the corresponding data clearing operations in the browser settings. However, please note that if you disable cookies, you may not be able to enjoy a better service experience.

VI. Data Sharing, Transfer, and Public Disclosure

6.1 Data Sharing

In compliance with laws and regulations, we may share data in the following circumstances:

  • Sharing under legal circumstances:  We may share data in accordance with legal requirements, litigation dispute resolution needs, or requests from administrative or judicial authorities.
  • Sharing with affiliated companies: To better provide you with products and services, we may share data with our group companies or affiliates. We and our group companies or affiliates will protect data related to your services in accordance with laws and regulations and standards no lower than those required by this policy.
  • Sharing with partners: We may share anonymized device ID information with our advertising clients and partners designated by advertisers, such as e-commerce platforms, to evaluate the effectiveness of ad delivery. We may also share anonymized device ID information with third parties, including telecom operators, within the necessary scope when assisting advertisers and publishers in providing ad services, to obtain preference information held by third parties and form user profiles for ad optimization. We will enter into strict data protection agreements with these partners, requiring them to process data in accordance with standards no lower than those set forth in this policy and other relevant confidentiality and security measures.

Please note that, in accordance with applicable laws, if we take technical measures and other necessary measures to de-identify or anonymize personal information so that the data recipient cannot re-identify specific individuals or restore the information, such sharing of processed data does not require additional notification or consent from you.

6.2 Data Transfer

We will not transfer your personal information to any third party, except in the following circumstances:

  • With your consent.
  • In the event of a merger, acquisition, bankruptcy liquidation, or sale of part or all of our assets in any form, personal information may be transferred. In such cases, we will ensure the confidentiality of all personal information involved in the transaction and notify you before the information is transferred and subject to another privacy policy. If the method of collecting or processing personal information as stipulated in this policy changes, the company or organization will re-seek your authorization and consent.

6.2.1 International Data Transfers

As a global company, we may transfer your data to servers or affiliates located outside your country of residence. When transferring data internationally, we ensure that appropriate safeguards are in place, such as Standard Contractual Clauses (SCCs) or other legal mechanisms, to protect your data in accordance with applicable data protection laws.

6.3 Public Disclosure of Data

We will comply with relevant laws and regulations and keep your personal information confidential. Unless we obtain your explicit consent or authorization, or unless required by law, we will not publicly disclose your personal information. However, in cases where it is necessary to comply with laws, legal procedures, litigation, or mandatory requirements from government authorities, we may disclose your personal information to the relevant authorities. We will ensure that the requesting party presents valid legal documents and will make reasonable efforts to take security measures in line with legal and industry standards for the disclosed information.

6.4 Exceptions to Authorization for Sharing, Transfer, and Public Disclosure of Personal Information

In accordance with relevant laws and regulations, we may share, transfer, or publicly disclose your personal information without your authorization in the following circumstances:

  • When it is necessary for the conclusion or performance of a contract to which you are a party, or for the implementation of human resource management in accordance with legally established labor rules and regulations or collective contracts;
  • When it is necessary to fulfill legal obligations or statutory duties;
  • When it is necessary to respond to public health emergencies or to protect the life, health, and property safety of natural persons in emergencies;
  • When it is necessary to carry out news reporting, public opinion supervision, and other activities in the public interest, and the processing of personal information is within a reasonable scope;
  • When processing personal information that has been voluntarily disclosed by individuals or has been legally disclosed, within a reasonable scope;
  • Other circumstances stipulated by laws and administrative regulations.
  • You fully understand and agree that sharing or transferring anonymized personal information, where the data recipient cannot restore or re-identify the personal information subject, does not constitute sharing, transfer, or public disclosure of personal information. The storage and processing of such data do not require additional notification or consent from you.

VII. Data Storage and Personal Information Protection System

7.1 Data Retention Period

We will store data using security measures, and the retention period will strictly comply with legal requirements, with a minimum period of no less than 6 months. Data will be deleted or anonymized within a reasonable period after the service purpose is fulfilled unless an extended retention period is required or permitted by law.

7.2 Technical Measures and Data Security Measures

Your personal information security is of utmost importance to us. We will strictly comply with relevant laws and regulations and adopt reasonable and feasible security measures recognized by the industry to protect data from unauthorized access, modification, disclosure, or destruction. These measures include internal reviews of our data collection, storage, and processing methods, as well as security measures (including appropriate encryption and physical security measures to prevent unauthorized access to systems storing personal data).

We strive to adopt various physical, electronic, and managerial security measures in line with industry standards to protect your personal information. We actively establish data classification and grading systems, data security management standards, and data security development standards to regulate the storage and use of personal information, ensuring that we do not collect personal information unrelated to the services we provide. Additionally, in cases of information interaction with relevant third parties, we use privacy computing technologies such as secure multi-party computation and federated learning to protect your privacy.

We only allow YOYI TECH’s employees, contractors, and agents who need to know the personal information to process it on our behalf to access your personal information. These personnel are bound by confidentiality obligations and will face penalties, including contract termination and criminal prosecution, if they violate these obligations.

7.3 Security Certifications

We have obtained the Level 3 certification of information security classification protection from the Ministry of Public Security and ISO 27001 certification. We have also established a good coordination and communication mechanism with regulatory authorities and third-party evaluation agencies to promptly resist and handle various information security threats, providing comprehensive protection for your information security.

7.4 Security Incident Handling

We will do our best to ensure the security of your information. However, please understand that due to technical limitations and various malicious methods in the internet industry, we cannot guarantee 100% security of information at all times. You should be aware that the systems and communication networks you use to access our services may encounter issues beyond our control.

To prevent security incidents, we have established a sound early warning mechanism and emergency response plan. In the unfortunate event of a personal information security incident, we will promptly inform you in accordance with legal requirements: the basic situation and impact of the security incident, the measures we have taken or will take, suggestions for you to prevent and reduce risks, and remedial measures for you. We will immediately activate the emergency response plan to minimize losses. We will notify you of the incident through phone calls, push notifications, or other means. If it is difficult to notify each user individually, we will issue a notice in a reasonable and effective manner. At the same time, we will report the handling of personal information security incidents to regulatory authorities as required and closely cooperate with government agencies.

7.5 Data Security and Limitations

We are committed to protecting the security of your information and have implemented robust technical and organizational measures to safeguard your data. However, please be aware that no method of transmission over the internet or method of electronic storage is completely secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security due to factors beyond our control, such as technical limitations and evolving cybersecurity risks. In the event of a data breach that poses a risk to your rights and freedoms, we will notify you and the relevant supervisory authorities without undue delay, as required by applicable laws.

VIII. Your Rights Regarding Your Personal Data

You have the following rights regarding your personal data:

  • Access and Correction: You may request access to your personal data and request corrections if it is inaccurate.
  • Deletion: You may request the deletion of your personal data, subject to certain legal exceptions.
  • Objection: You may object to the processing of your personal data for certain purposes.
  • Data Portability: You may request a copy of your personal data in a structured, machine-readable format.

To exercise these rights, please contact us using the contact information provided at the end of this policy.

Ⅸ. Other Provisions

9.1 How We Handle Minors’ Personal Information

YOYI TECH’s products and services are primarily aimed at adults. If you are a minor under the age of 16, you should obtain the consent of your guardian before using YOYI TECH’s products or services. For the collection of minors’ personal information with parental consent, we will only use or publicly disclose this information when permitted by law, with the explicit consent of the guardian, or when necessary to protect the child. For personal information of children under the age of 14, in addition to complying with the provisions of this policy regarding user personal information, we will strictly follow the principles of legitimacy, necessity, informed consent, clear purpose, security assurance, and lawful use, and comply with the requirements of laws and regulations such as the “Regulations on the Protection of Children’s Personal Information Online” for the storage, use, and disclosure of children’s personal information, and safeguard the legal rights of children and their guardians regarding the relevant children’s personal information.

If we find that we have collected minors’ personal information without prior verifiable parental consent, we will take steps to delete the relevant data as soon as possible.

If you are the guardian of a minor and have questions about the processing of the minor’s information, or if you have evidence that the minor has used YOYI TECH’s products or services without the guardian’s consent, please contact us by email at marketing@yoyi.com.cn.

9.2 Cross-Border Data Transfers

The data collected and generated during our operations in the People’s Republic of China will be stored in China in accordance with legal requirements and will not be transferred overseas.

9.3 Notices and Information We Send to You

We may send you service-related notices when necessary (for example, when we suspend a service due to system maintenance). You may not be able to cancel these service-related notices, which are not promotional advertisements.

9.4 Changes  to This Privacy Policy

Our products and services are not intended for individuals under the age of 16. We do not knowingly collect personal data from children. If we become aware that we have collected personal data from a child without parental consent, we will take steps to delete such information promptly.

9.5 Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at marketing@yoyi.com.cn. We will respond to you within 15 working days.

If you are not satisfied with our response, especially if you believe that our personal information processing practices have harmed your legitimate rights and interests, you may file a complaint or report with the relevant data protection authority in your country or region, or pursue legal action through a court of competent jurisdiction.

For users in specific regions, the following applies:

  • European Economic Area (EEA) and United Kingdom: You have the right to lodge a complaint with your local data protection supervisory authority. A list of EU data protection authorities can be found at Our Members | European Data Protection Board.
  • United States (California): You may contact the California Attorney General’s Office or other relevant regulatory bodies to exercise your rights under the California Consumer Privacy Act (CCPA).
  • Australia: You may lodge a complaint with the Office of the Australian Information Commissioner (OAIC). More information can be found OAIC.
  • Middle East and North Africa (MENA): Depending on your country, you may contact the relevant data protection authority. For example:
    • United Arab Emirates (UAE): The Dubai Data Establishment or the Abu Dhabi Digital Authority.
    • Saudi Arabia: The Saudi Data and Artificial Intelligence Authority (SDAIA).
    • Egypt: The Egyptian Data Protection Authority.
  • Southeast Asia (SEA): Depending on your country, you may contact the relevant data protection authority. For example:
    • Singapore: The Personal Data Protection Commission (PDPC). More information can be found Personal Data Protection Commission Singapore | PDPC.
    • Malaysia: The Department of Personal Data Protection (JPDP). More information can be found here.
    • Thailand: The Office of the Personal Data Protection Commission (PDPC). More information can be found here.
    • Indonesia: The Ministry of Communication and Informatics (Kominfo).
    • Philippines: The National Privacy Commission (NPC). More information can be found here.
  • Other Countries: Please refer to your local data protection laws and regulations to identify the appropriate authority or legal recourse available to you.

We are committed to addressing your concerns and will cooperate with relevant authorities to resolve any issues in accordance with applicable laws.

Categories
Ads Regulations and Restrictions Advertising Ecosystem News

YOYI TECH Strongly Supports the China Version of ads.txt/app-ads.txt and sellers.json Standards Led by the China Advertising Association

The China Advertising Association (CAA) successfully hosted a closed-door seminar on “Digital Advertising Standards and Public Service Solutions”. Mrs. Cai Fang, COO of YOYI TECH, and Mr. Dai Jun, Vice President of Technology and Products, were invited to contribute to the development of digital advertising industry standards in China.

The seminar, chaired by Mrs. Huo Yan, Deputy Secretary-General of the CAA, convened over 30 industry experts from brands, media platforms, and third-party companies to discuss the establishment of China’s digital advertising standards. As an invited participant, YOYI TECH, represented by Mrs. Cai Fang and Mr. Dai Jun, actively contributed to discussions and the formulation of industry standards, reinforcing the company’s commitment to fostering transparency and a healthy ecosystem.

Mrs. Cai Fang and Mr. Dai Jun Attended the Closed-Door Seminar on Behalf of YOYI TECH

During the meeting, Mr. Du Xiaofei, Chairman of the Technical Committee of IAB China, highlighted the significance of developing the China version of app-ads.txt and sellers.json standards. He explained that these standards would help media platforms ensure that their ad inventory is sold exclusively through authorized service providers, while also enabling advertisers to purchase trustworthy ad inventory from legitimate publishers. The China version, tailored to the domestic ecosystem, builds on the globally recognized IAB standards, with localized revisions for better implementation. As a key industry player, YOYI TECH strongly supports the China version of ads.txt/app-ads.txt and sellers.json standards, solidifying its role in advancing anti-fraud initiatives within the advertising industry. Furthermore, YOYI TECH will actively disclose its ad inventory sales partnerships and synchronize this information with the CAA, contributing to the transparency of digital ad transactions and fostering trust among industry stakeholders. The company will collaborate with industry stakeholders to promote standardization.

Following this, Mrs. Cui Yan, Director of the Technical Standards Department at the CAA, presented the assessment methodology for Demand-Side Platform (DSP) capabilities in digital marketing technology. This assessment helps advertisers evaluate DSPs’ ad monitoring and anti-fraud capabilities, ensuring the transparency of programmatic transactions and the effectiveness of advertising. Mr. Fan Qiuhua, Executive Director of IAB China, introduced the APPID data detection service, which plays a positive role in promoting the consistency of invalid traffic detection and enhancing the security of the brand marketing ecosystem.

Guided by Deputy Secretary-General Huo Yan, the seminar was highly productive and focused on addressing key industry challenges. It brought together the collective wisdom of industry experts to establish standards and conduct technical evaluations, providing reliable solutions to enhance transparency and foster a healthy ecosystem in the advertising industry. As a key participant, YOYI TECH will work with industry stakeholders to strengthen ad traffic quality and transaction transparency. The company remains committed to ensuring the precision, security, and reliability of digital advertising.

Categories
China Marketing DMP

China-Middle East Outbound Travel Insights & Opportunities

China’s outbound travel market is set for a full recovery by 2025 after years of turbulence caused by the pandemic. According to Future Market Insights, the number of outbound Chinese travelers is projected to reach 155 million in 2025, returning to pre-pandemic levels.

This recovery is not just about numbers; significant shifts in consumer preferences and destination choices also accompany it. While the Middle East and North Africa (MENA) region is not yet among the top 20 destinations for Chinese travelers (according to Travel Weekly Asia), data from niche markets suggests a growing demand. China Daily reports that flights from China to Saudi Arabia increased by 130% year-over-year in 2024, signaling a transformation of the Middle East from a niche destination to a high-potential market.

The Rise of the Middle East: Policy Incentives & Consumption Upgrades

Currently, the Middle East accounts for just 2.1% of China’s outbound travel market (Statista), but its rapid growth trajectory is undeniable. Qunar’s 2024 travel data reveals that Chinese bookings for Middle Eastern destinations have surged, with the UAE experiencing a 62% increase in overall bookings. Abu Dhabi and Dubai, in particular, recorded significant growth, at 72% and 61%, respectively. This surge is driven by two key factors: first, visa facilitation and increased flight connectivity, making the region more accessible; second, the rising demand among China’s high-net-worth travelers for immersive experiences that blend cultural uniqueness with luxury. The Middle East is transitioning from a business stopover to a premium tourism hub that combines high-end services with cultural exploration.

2024 Growth Landscape: Business Travel, FIT, and Air Connectivity

Structural shifts in China’s outbound travel to the Middle East are becoming increasingly evident. In the business sector, the number of Chinese corporate travelers to the region has been steadily increasing since February 2023. According to China Daily, the number of Chinese exhibitors participating in Middle Eastern international trade shows in 2024 has doubled compared to pre-pandemic levels in 2019, making the region a crucial hub for corporate globalization. At the same time, air travel capacity has significantly expanded, injecting new momentum into market growth. Direct flights between China and Saudi Arabia have increased by 130% year-over-year, while carriers such as Emirates and Qatar Airways have launched new routes connecting Beijing and Shanghai with Dubai and Doha, greatly improving accessibility.

The rise of social media and digital services has also profoundly reshaped the travel decision-making process. According to Fastdata’s 2024 China Outbound Travel Industry Trend Report, social media is now the primary channel through which Chinese consumers discover travel ideas, with Douyin, Xiaohongshu, and WeChat ranking as the top three platforms. The proliferation of short videos, live-streaming commerce, and influencer-driven content has enabled travelers to access tourism information through diverse online channels, making trip planning more flexible and fueling the growth of independent travel.

China’s free independent travelers (FITs) are redefining the way the outbound tourism industry operates. A significant number of travelers now complete all bookings—accommodation, transportation, and attraction tickets—online before departure. For OTAs, travel agencies, airlines, hotels, attractions, and car rental companies, adapting to the growing preference for independent travel among Chinese consumers presents new business opportunities in the outbound tourism sector.

Consumer Insights: Segmented Needs Create Precision Marketing Opportunities

From a demographic perspective, China’s travelers exhibit a distinct “dumbbell-shaped” age distribution. According to YOYI TECH’s DMP data, travelers aged 30 to 39 account for 34% of the market, making them the primary spending group. The 25 to 29 age group represents 15%, while those aged 40 to 44 account for 19%, illustrating the coexistence of demand from both affluent middle-aged travelers and young explorers. Geographically, more than 50% of outbound travelers come from Tier-1 and New Tier-1 cities, further reinforcing their strong spending power.

To effectively cater to these travelers, tourism businesses should focus on three core strategies. First, developing differentiated travel products tailored to distinct customer segments, such as investment tours and golf networking packages for business travelers or cultural workshops combined with must-visit social media hotspots for younger tourists. Second, enhancing service customization by addressing the shortage of Chinese-speaking tour guides, which currently stands at 40%, and introducing localized Middle Eastern cuisine adapted to Chinese palates. Third, strengthening digital marketing strategies by leveraging platforms like Douyin and Alipay, using live-streaming promotions and exclusive discount campaigns to boost conversion rates.

Future Outlook: Building a Closed-Loop Ecosystem & Unlocking Market Value

The Middle Eastern tourism sector is entering a positive feedback loop, driven by policy liberalization, increasing demand, and the gradual improvement of tourism infrastructure. With large-scale projects such as Saudi Arabia’s NEOM “Future City” and Oman’s ecotourism development zones, opportunities for Chinese businesses are expanding. To capture this emerging market, companies should focus on three key areas:

  • Deep integration of resources: Collaborate with local hotels and shopping malls to develop exclusive travel packages, enhancing profitability.
  • Creating full-service travel bundles: Offer “flights + visa + hotel + shopping discounts” in a seamless one-stop package to increase per-customer spending.
  • Data-driven precision marketing: Utilize DMP systems to identify the distinct needs of high-net-worth individuals and Gen Z travelers, enabling targeted marketing strategies.

The Middle East is not only a critical region in China’s Belt and Road Initiative but also a testing ground for the transition of China’s outbound travel sector from volume-driven expansion to high-value market penetration. Companies that successfully integrate cultural experiences with digital transformation will gain a long-term competitive advantage in this rapidly evolving travel landscape.

Feature image is photoed by Fredrik Öhlander on Unsplash

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News

YOYI TECH and Punch Digital Marketing Form Strategic Partnership to Drive Cross-Border Digital Growth

The newly established partnership between YOYI TECH and Punch Digital Marketing aims to enhance cross-border omnichannel programmatic advertising between China and South Korea, bringing added value to global brands looking to expand in both markets.

YOYI TECH, a leading MarTech provider in China, offers self-developed products including DSP (demand-side platform), DMP (data management platform), CDP (customer data platform), MA (marketing automation platform), and advertising placement services. By joining forces with Punch Digital Marketing, a South Korean online advertising agency specializing in customized marketing strategies, this collaboration is set to simplify, optimize, and redefine digital marketing for international brands.

With access to over 80% of media inventories in China, YOYI TECH is widely recognized for its comprehensive programmatic advertising solutions and omnichannel marketing systems, enabling brands to effectively engage with 1.09 billion mainland Chinese consumers, overseas Chinese residents, and Chinese outbound tourists. At the same time, Punch Digital Marketing, known for its expertise in storytelling and high-performance campaign strategies, brings in-depth knowledge of the South Korean market, reinforcing the strength of this partnership.

“South Korea has long been a favored destination for Chinese consumers, thanks to its unique cultural appeal, including K-pop, Korean dramas, and beauty trends. The strong demand for South Korean products—spanning beauty, tourism, and fashion—presents ongoing business opportunities for deeper MarTech collaboration,” said Andy Ng, Managing Director, APAC, YOYI TECH. “Our partnership with Punch Digital Marketing ensures that Korean advertisers can tap into a highly integrated advertising infrastructure that combines strategic insights, AI-driven solutions, and data intelligence to power growth-oriented marketing campaigns.”

Through this collaboration, South Korean advertisers will gain premium access to YOYI TECH’s vast data ecosystem, extensive media inventory, and diverse advertising formats, allowing them to engage effectively with Chinese consumers. Backed by Punch Digital Marketing’s extensive experience in PPC, SEO, social media marketing, and content marketing, this partnership will provide brands with localized strategies tailored to the local market. Additionally, both parties will ensure that all advertising content adheres to regulatory standards, maintaining high-quality and compliant marketing campaigns.

“We’re thrilled to join forces with YOYI TECH to revolutionize cross-border digital marketing for Korean brands. By combining our expertise with YOYI TECH’s advanced technologies, we’re dismantling barriers and forging a new path for Korean brands to connect with Chinese consumers through culturally relevant, data-driven campaigns that yield tangible results.” said JK Song, CEO of Punch Digital Marketing.

The partnership highlights both sides’ commitment to connecting Korean brands with Chinese consumers, creating campaigns that deeply engage the target audience while driving conversion growth and enhancing customer satisfaction.

“This partnership reflects our shared vision of bridging the gap between Korean brands and Chinese consumers through strategic, data-driven campaigns,” said Roy Zhou, CEO of YOYI TECH. “By combining YOYI TECH’s advanced technology and consumer insights with Punch Digital Marketing’s proven expertise, we are committed to delivering impactful, high-performance campaigns. Together, we aim to strengthen omnichannel storytelling and establish a dynamic Korea-China marketing ecosystem that attracts, inspires, and engages audiences across the region.”

By offering exclusive inventory access, precision targeting, performance forecasting, and transparent measurement, YOYI TECH is dedicated to driving technology-powered growth in partnership with Punch Digital Marketing’s strategic marketing innovations.

This international collaboration marks a significant milestone in redefining cross-border digital marketing, leveraging AI-powered programmatic advertising and omnichannel marketing to help global brands achieve exceptional results in both China and South Korea.

For more information about YOYI TECH and its services, visit https://en.yoyi.com.cn/.
To explore Punch Digital Marketing’s offerings, visit https://punchkorea.com/.

Source of featured image: Photo by Markus Spiske on Unsplash

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DSP News

Industry First Certification: YOYI TECH Becomes the First Company to Pass the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” by China Advertising Association

Beijing, March 14, 2025 — The China Advertising Association (CAA) held a press conference yesterday to announce the results of the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment.” YOYI TECH, a leading MarTech service provider, has become the first company in China to pass this authoritative assessment, earning a certification from the CAA. The certification ceremony was attended by Huo Yan, Deputy Secretary-General of the CAA and Secretary-General of the CDA Tech Lab, Cui Yan, Director of the Technical Standards Department and Deputy Secretary-General of the CDA Tech Lab, and Cai Fang, COO of YOYI TECH. During the event, the parties engaged in in-depth discussions on the current demands and compliance requirements of the digital advertising market. Deputy Secretary-General Huo Yan presented the certification to YOYI TECH.

 

Ms. Huo Yan (right), Deputy Secretary-General of China Advertising Association & Secretary-General of its Internet Advertising Committee, presents an official certification to Ms. Cai Fang (left), Chief Operating Officer of YOYI TECH , during the accreditation ceremony

 

The development of this assessment system was driven by the industry’s evolving needs. With the rapid growth of Internet advertising, Demand-Side Platforms (DSPs) have become central to advertising. To further standardize industry self-regulation and promote collaborative growth, the CAA and the CDA Tech Lab jointly established the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment” group standard. In July 2024, after receiving requests from brand owners, media platforms, and other stakeholders for greater transparency and standardization in DSP technology, the CAA initiated the development of an assessment system. By August, a cross-disciplinary expert working group was formed, comprising representatives from major brand advertisers, mainstream media platforms, third-party service providers, and authoritative auditing firms. After several rounds of expert interviews, draft revisions, and in-person review sessions, the CAA finalized the assessment system. The evaluation process included systematic research, technical testing, scenario simulations, and a rigorous review process covering basic qualifications, performance screening, expert re-evaluation, and final institutional review. This comprehensive approach ensured a thorough examination of key performance indicators for participating companies, leading to the final assessment results.

 

The assessment aims to optimize ad traffic and enhance transaction transparency through comprehensive and objective evaluation, thereby creating a favorable development environment for DSP platforms and providing reliable monitoring and evaluation benchmarks for advertisers. This, in turn, promotes the steady growth of the Internet advertising industry in China. YOYI TECH, among the selected companies to participate, underwent nearly six months of rigorous evaluation and emerged as the first to pass the assessment. YOYI TECH’s OneDesk Advertising Cloud Platform met the industry standards in five key dimensions: security capabilities, technical capabilities, data capabilities, traffic quality, and ad effectiveness, setting a benchmark for transparency and measurability in the Internet advertising ecosystem.

As a pioneer in AI omnichannel marketing, YOYI TECH is committed to providing advertisers with efficient and precise ad release, data monitoring, strategy optimization, and performance analysis through its comprehensive suite of technical products and services. During the assessment, YOYI TECH demonstrated exceptional performance in security, technical capabilities, data management, traffic quality, and ad effectiveness.

 

1. Security, Technical, and Data Capabilities Review

 

Security is a fundamental requirement for internet software and platforms. YOYI TECH holds multiple security certifications, including ones from Classified Protection of Cybersecurity and Authentication of Information Security Management System. The company employs advanced technical measures to ensure communication security for all system partners and users, safeguard system integration, and implement full life-cycle data security management, thereby protecting advertisers’ information security.

 

Platform functionality is a key indicator of a DSP’s technical capabilities. YOYI TECH’s OneDesk Advertising Cloud Platform offers a comprehensive and specialized set of features, including budget control, creative setup, process management, frequency capping, and performance analysis. Additionally, the platform supports personalized media orders and ad placement for clients. With high QPS capacity and exceptional ad response speeds, OneDesk enables YOYI TECH to deliver more precise and efficient advertising services.

 

Data capabilities are the core driver of a DSP. YOYI TECH’s OneDesk Advertising Cloud Platform boasts a rich array of tags, covering over 2 billion active device IDs, and supports advanced features such as KPI estimation and dynamic bidding. The platform also offers a wide range of targeting options, including IP, platform, placement, audience, time slot, and even weather-based targeting, providing advertisers with flexible and diverse advertising choices.

 

2. Traffic Quality Evaluation

 

Beyond platform capabilities, advertisers are highly concerned with traffic quality and ad effectiveness. YOYI TECH manages a traffic volume exceeding 10 billion, spanning PC, Mobile, OTT, DOOH, and other terminal types and operating systems. To ensure traffic quality, OneDesk Advertising Cloud integrates with industry third parties to provide compliant monitoring methods, ensuring the authenticity and effectiveness of traffic.

 

In addition, YOYI TECH has established a multi-dimensional defense mechanism for traffic anti-fraud:

 

  • Intelligent Traffic Anti-Fraud System: Through its self-developed “YOYI Ad Fraud Prevention System” and “YOYI Intelligent IVT Analysis Platform,” YOYI TECH has built a technical barrier for real-time monitoring, identification, and interception of abnormal traffic.

 

  • Dual Invalid Traffic Filtering System: The platform improves the filtering of General Invalid Traffic (GIVT) at the engine levelwhile cross-verifying with the CAA’s official GIVT database for dual-layer filtering.

 

  • Dynamic UA Blacklist Management: Strictly adhering to the CAA’s IP/UA identification rules, YOYI TECH has implemented a dynamic, real-time blacklist management system.

 

These three technical modules work in synergy to create a secure, transparent, and measurable advertising environment for advertisers.

 

3. Ad Effectiveness Verification

 

Advertisers place the highest priority on the authenticity and visibility of ad effectiveness. YOYI TECH publicly and firmly supports the IAB China versions of ads.txt/app-ads.txt and sellers.json standards. Through the CAA, YOYI TECH has completed the registration of authorized ad inventory records and the evaluation of actual ad delivery volumes, providing advertisers with a clearer and more transparent advertising process and advancing the transparency of ad transactions. Furthermore, YOYI TECH continuously iterates its platform algorithms to help advertisers optimize pre- and post-campaign metrics, improving ad effectiveness. The company also maintains long-term collaborations with third-party effectiveness verification agencies to ensure advertisers receive tangible returns.

 

After a rigorous review by the CAA, YOYI TECH successfully passed the “Digital Marketing Technology: Internet Advertising Demand-Side Platform Capability Assessment,” becoming the first company to receive this certification under the new standard system. This achievement highlights the industry association’s recognition of YOYI TECH’s product capabilities and represents a major step forward for the transparency, sustainability, and overall health of China’s Internet advertising industry.

 

For YOYI TECH, passing this assessment is just the beginning of its commitment to enhancing industry transparency and fostering a healthy ecosystem. Moving forward, YOYI TECH will continue to innovate and optimize its products and services, providing advertisers with more efficient, precise, and intelligent marketing solutions, and driving the sustainable and high-speed development of the Internet advertising industry.

Source of featured image: Photo by Jakob Owens on Unsplash

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News Topics

YOYI TECH’s Global Webinar: 100 Marketers Unpack China’s Travel Rebound

Last week, YOYI TECH’s international business division marked a milestone with its inaugural overseas webinar, “Reimagining Travel Advertising in China: Trends and Strategies for 2025.” The event brought together three industry leaders—George Cao (Co-founder and CEO of Dragon Trail International), Andy Sun (General Manager of Inbound and Outbound Advertising at iQIYI), and Andy Huang (Managing Director of International Business at YOYI TECH)—to dissect the evolving landscape of China’s travel market. Nearly 100 attendees from Southeast Asia, Australia, the Middle East, Europe, and beyond joined the session, reflecting the global interest in engaging Chinese travelers.

Reaching Chinese Travelers Through Digital Innovation and Social Engagement

George Cao, a leading expert from Dragon Trail International, kicked off the session with an insightful presentation on how digital innovation and social engagement are reshaping the way brands connect with Chinese travelers.

Cao highlighted the uneven recovery of China’s outbound tourism. While domestic travel has surged past pre-pandemic levels, outbound travel remains at 60% of 2019 capacity with 5.2% yoy growth, which indicates robusted potential. He emphasized three critical trends:

  • Fragmented Demand: Post-pandemic travelers prioritize personalized, niche experiences over generic sightseeing. Family travel and cultural immersion now dominate, driven by pandemic-era behavioral shifts.
  • Decentralized Content Creation: Short-video platforms like Xiaohongshu and Douyin are reshaping inspiration-to-booking journeys. User-generated content (UGC) and influencers now rival branded content in influencing decisions.
  • ROI-Driven Campaigns: Brands increasingly demand measurable conversions, not just exposure. George advocated for ecosystem partnerships (e.g., combining Xiaohongshu with Fliggy) to bridge awareness and bookings, while stressing the need for new metrics to track preference and intent.

He concluded by urging brands to adopt a multi-channel approach, combining social media, search engines, and e-commerce platforms to create a seamless customer journey.

Watch the Replay for more insights!

Unlocking the Tourism Market with Video Content

Andy Sun from iQIYI took the stage next, focusing on the power of video content in unlocking the tourism market. He spotlighted iQIYI’s role as China’s leading OTT platform, leveraging its 520 million users to drive destination marketing. Key strategies included:

  • Content-Driven Conversions: Original dramas like My Altay (which boosted Xinjiang tourism by 75%) and music shows like Asian Voice (a cross-border cruise competition) demonstrate how IP storytelling fuels travel interest.
  • AI-Powered Targeting: iQIYI’s partnership with Baidu enables intent-based ads. For instance, users searching “Dubai weather” receive tailored travel ads, enhancing relevance and conversion.
  • Cultural Integration: Case studies like Singapore Tourism Board’s seamless ad placements in iQIYI’s Rap of China illustrated how blending entertainment with destination promotion drives engagement.

These campaigns leveraged emotional storytelling, user-generated content, and real-time interactions to capture the attention of potential travelers. Sun explained that video content, especially short-form videos, has become a dominant medium for storytelling, allowing brands to convey the essence of a destination in a visually engaging way.

Watch the Replay for more insights!

Harnessing Data-Driven Advertising for Precision Travel Campaigns

Andy Ng from YOYI TECH rounded out the presentations with a deep dive into the role of data-driven advertising in crafting precision travel campaigns. Ng emphasized that in today’s digital landscape, data is the cornerstone of effective marketing strategies. He revealed that 68% of travelers research destinations via Taobao/JD.com activity, such as browsing luggage brands or international SIM cards, creating a “digital intent trail” for targeting. Then he detailed YOYI TECH’s AI-driven approach to precision targeting:

  • 360-Degree Data Integration: Aggregating airline, OTA, social media, ecommerce, and telecom data enables hyper-targeting of high-intent travelers. For example, users searching “Malaysia SIM cards” on Taobao are flagged for retargeting.
  • AI Grading & Expansion: A proprietary model scores users intent considering their user personas and behaviors then applies lookalike modeling to amplify reach.
  • Cross-Screen Engagement: Connected TV (CTV) and digital out-of-home (DOOH) ads, such as airport gate targeting, deliver immersive storytelling.
  • Dynamic Creative Optimization: AI-generated ads adapt visuals and messaging in real-time, boosting relevance and reduce costs.

Ng’s presentation underscored the need for brands to move beyond traditional advertising methods and embrace a data-first approach to stay competitive in the rapidly evolving tourism industry.

Watch the Replay for more insights!

Panel Discussion: Synergizing Content, Technology, and Platforms in China’s Travel Evolution

The panel discussion, moderated by YOYI TECH’s host, explored how the convergence of content, technology, and platforms is reshaping travel advertising in China. Experts emphasized the need for agility in a fragmented yet dynamic ecosystem, offering actionable insights for engaging modern travelers.

1. Cross-Platform Integration: AI as the Connective Thread

Andy Ng (YOYI TECH) opened by underscoring the transformative role of AI in unifying traveler journeys. He described how platforms like Xiaohongshu and Douyin act as discovery hubs, where user-generated content sparks initial interest. AI then analyzes user behavior—such as search history and engagement patterns—to deliver hyper-personalized recommendations.

2. iQIYI’s Role: Bridging Long-Form Storytelling and Instant Engagement

Andy Sun (iQIYI) highlighted the platform’s dual strength in immersive storytelling and cross-platform synergy. As China’s leading OTT provider, iQIYI leverages original dramas and variety shows to embed destinations into viewers’ imaginations. These long-form narratives, he explained, spark curiosity that extends beyond the screen, driving social media discussions and search activity. Sun emphasized collaborations with short-form platforms like Douyin, where livestreams and challenges convert viewers into instant bookers. “Our content doesn’t just entertain—it ignites conversations that ripple across ecosystems,” he said.

3. Navigating Fragmentation: Opportunities for Niche and Established Players

George Cao (Dragon Trail International) addressed the polarized recovery of China’s travel market. While large destinations face rising costs in a fragmented media landscape, smaller players can thrive by targeting niche audiences with highly focused content. He cited the “collapse” of traditional planning stages, where platforms like Douyin merge discovery and booking into a single act—such as purchasing vouchers during a livestream. “These moments reveal true consumer intent,” Cao explained, “offering brands a chance to retarget high-potential travelers.”

4. Generational Shifts: Gen Z’s Social-First Mindset

The discussion turned to generational divides in content consumption. While older travelers still engage with traditional platforms, Gen Z’s decisions are heavily influenced by short-form videos and peer-generated content. Cao pointed to viral destinations like Harbin and Zibo, where grassroots UGC campaigns propelled obscure locales into national trends. “Young travelers don’t just seek destinations—they seek shareable moments,” he remarked, urging marketers to optimize for “social search” via keywords and hashtags.

The panel closed with a consensus: success hinges on balancing scalability with hyper-relevance. Brands must leverage AI for personalized journeys, embrace hybrid content strategies, and empower niche markets through micro-influencers. As Cao summarized, “In China’s fragmented landscape, the winners will be those who turn decentralization into precision—meeting travelers where they are, not where we wish them to be.”

Watch the Replay for more insights!

Q&A Highlights: Navigating Challenges & Strategies in China’s Travel Marketing

1. Empowering Small Businesses: George Cao’s Strategic Focus

Audience Question: “How can small travel businesses with limited budgets effectively leverage platforms like WeChat and Xiaohongshu?”

George Cao highlighted the unique opportunities in China’s fragmented digital ecosystem for niche players. He advised businesses to prioritize platform specificity over broad campaigns. “Start with Xiaohongshu—its community-driven nature rewards authenticity and visually compelling storytelling,” he noted. By collaborating with micro-influencers who resonate deeply with specific destinations, smaller brands can cultivate trust without the need for high-profile endorsements. Additionally, Cao emphasized the power of user-generated content (UGC). Encouraging travelers to share their experiences through hashtags or interactive campaigns can amplify organic reach, turning guests into brand advocates.

2. iQIYI’s Content Differentiation: Andy Sun’s Collaborative Vision

Audience Question: “How does iQIYI carve a niche in an era dominated by short-form video platforms like Douyin?”

Andy Sun positioned iQIYI as a bridge between depth and immediacy. While short-form platforms excel in quick engagement, iQIYI’s strength lies in immersive, long-form narratives that build emotional connections with destinations. “Dramas and variety shows allow viewers to ‘live’ within a location, sparking curiosity that transcends fleeting trends,” he explained. To stay competitive, iQIYI embraces a hybrid approach, integrating its long-form IP with short-form collaborations and livestream commerce. This strategy not only extends content lifespan but also creates seamless pathways from inspiration to booking, such as embedding travel offers within popular shows.

3. Future-Proofing Global Campaigns: Andy Ng’s Adaptive Framework

Audience Question: “What challenges will international brands face in 2025, and how can they adapt?”

Andy Ng outlined a shifting landscape where personalization, cultural nuance, and data ethics take center stage. He stressed that generic campaigns will falter as travelers increasingly seek tailored experiences. Additionally, Ng highlighted the rise of “social search,” where platforms like Xiaohongshu and Douyin replace traditional engines for discovery. Brands must optimize content for these ecosystems, blending storytelling with searchable keywords. On data privacy, he advocated for ethical AI solutions that balance targeting precision with user trust, such as anonymized audience modeling.

The webinar concluded with a summary of the key takeaways: the critical role of digital innovation, the power of video content, and the necessity of data-driven strategies in reaching Chinese travelers. The speakers agreed that the future of tourism advertising lies in creating personalized, culturally relevant, and immersive experiences that resonate with today’s tech-savvy travelers.

YOYI TECH’s first overseas webinar not only provided valuable insights for brands looking to tap into the Chinese tourism market but also showcased the company’s commitment to fostering global dialogue and collaboration in the digital advertising space. As the industry continues to evolve, events like this will play a crucial role in helping brands navigate the complexities of the digital age and stay ahead of the curve.

Stay tuned for more thought-provoking webinars from YOYI TECH as we continue to explore the latest trends and strategies in digital advertising.

Source of featured image: Photo by Drif Riadh on Unsplash

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