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Media

A Practical Guide to Douyin Advertising

A Practical Guide to Douyin Advertising

In today’s digital marketing era, Douyin, as a leader in the field of short video, has become an important position for brand promotion, with its huge user base and high user stickiness. This article will start with five advertising dissemination methods of Douyin: opening screen advertising, search advertising, in-feed advertising, DOU+, and enterprise number, and elaborate on their respective scenarios, rights and interests, advantages, and successful cases, providing a practical guide for advertisers.

Douyin Opening Screen Advertising

On the short video platform of Douyin with a daily active user base of hundreds of millions, the opening screen advertisement, with its unique display form and strong visual impact, has become the best choice for brand exposure. The opening screen advertisement of Douyin is an advertising form that is immediately displayed when the user opens the Douyin APP, which not only occupies the commanding height of vision but also provides an unprecedented brand exposure opportunity for advertisers with its full-screen immersive experience.

Promotion Scenarios

Douyin’s opening screen advertisements are displayed at the moment when the user opens the Douyin APP, capturing the visual focus and serving as the golden spot for brands to carry out high-intensity dissemination and extensive reach. It is suitable for various scenarios such as new product launches, brand communication, and event promotion. When launching new products, the opening screen advertisement can quickly attract user attention through high-intensity dissemination; during brand communication, it can achieve a strong screen presence in conjunction with high-quality content; and during event promotion, it can capture the visual focus and guide traffic to the event page.

Advertisement Types

  • Images, GIFs, and Videos: When the user opens the Douyin App, the advertisement is displayed at the opening screen position for 3 seconds as a static image, 4 seconds as a GIF, or 5 seconds as a video, allowing for pure display and landing page redirection.

  • Topview: When the user opens the Douyin App, a full-screen display of 3 seconds static image is provided, supporting pure display and landing page redirection to achieve efficient drainage.

  • Toplive: Combined with the live broadcast form, it provides a real-time interactive experience for brand events or product launches.

Promotion Advantages

The advantages of Douyin’s opening screen advertisements lie in their strong exposure capabilities and high user stickiness. As the first visual entry point when users open the APP, the opening screen advertisement can strongly attract attention, ensuring a high exposure rate of the advertisement content. At the same time, the huge user base and active user group of the Douyin platform also provide a broad audience foundation for the opening screen advertisement. The opening screen advertisement is deeply integrated with the in-feed advertisement, reaching users a second time and enhancing brand memory. In addition, the opening screen advertisement can create a three-dimensional visual experience, enhancing the attractiveness and click-through rate of the advertisement, thereby improving brand reputation and user conversion rate.

Successful Case

Taking Pepsi as an example, the brand created the topic #LoveScreenDominance# and used Douyin’s opening screen advertisements and TOPVIEW resources to widely expose event information, successfully attracting a large number of user attention and participation. According to statistics, the event topic has achieved a total of 2.72 billion exposures and attracted 425,000 users to create related videos, achieving significant brand promotion effects. This successful case fully proves the strong strength of Douyin’s opening screen advertisements in brand exposure and user interaction.

Douyin Search Advertising

In today’s era of information overload, the way users obtain information is quietly changing, with search emerging as a key means of actively acquiring information, its importance increasingly highlighted. Douyin, as the leader in the short video field, has a search function that is also becoming more sophisticated, providing advertisers with a new marketing stage—Douyin search advertising.

Promotion Scenarios

Douyin search advertisements cover multiple scenarios of users’ active searches, including but not limited to product inquiries, service consultations, and content exploration. When users enter keywords in the search box with clear needs, relevant advertisements can be accurately displayed in front of them. This active search behavior makes the advertisement exposure more targeted, and the conversion rate is significantly improved.

Advertisement Types

  • Brand Zone: When users search on Douyin and hit the advertiser’s brand word, the brand zone information is displayed at the top, and the brand video plays automatically.

  • Search Easter Egg: The search results pop up a full-screen Lottie animation, which is highly entertaining and attracts user attention. Clicking on the Easter egg leads to a conversion landing page.
  • Douyin Hot List: The brand hot word is displayed in the sixth position of the search page hot list. Clicking on it leads to a results page that showcases the “Douyin Hotspot Brand Zone.”
  • Bidding Advertisements: In the search results page of Douyin, one bidding advertisement is displayed among positions 2-10, mixed with user content.
  • Precision Advertisements: When users search for an app name, a download card style can be triggered; when users search for specific brand words, a precision card is displayed at the top.

Promotion Advantages

Advertisers can rely on multi-dimensional data such as users’ search keywords, interest preferences, and geographical locations to achieve precise targeted advertising, ensuring that advertising information is directly delivered to potential target users, demonstrating strong precise targeting capabilities. At the same time, with the continuous growth of the scale and share of the Ocean Engine search, Douyin search advertisements have a huge traffic blue ocean, providing advertisers with a broad development space. What’s more, this advertising form has achieved the integration of brand effect and sales, supporting brand display and content linkage through the entire link of the scene, and effectively promoting effect transformation, meeting a variety of marketing needs. In particular, “search after watching” has become the mainstream trend of search under the content ecosystem, and search behavior profoundly reflects the user’s active intention, making Douyin search advertisements particularly outstanding in efficient transformation, bringing higher investment returns to advertisers.

Successful Case

Watermelon Creator (a children’s programming brand) achieved significant results when advertising their search products by carefully optimizing the advertising area and search words. They expanded the coverage of keywords to more than 700, which not only improved the accuracy of the advertisement but also led to a substantial increase of 112% in the number of customers acquired, while attracting up to 450,000 participation videos, fully demonstrating the powerful driving force of optimizing advertising strategies on brand exposure and user growth.

Douyin in-feed Advertising

With a platform boasting a daily active user base of 600 million, in-feed advertising on Douyin has become an essential channel for brand promotion and product marketing, offering a native and immersive experience.

Promotion Scenarios

Douyin in-feed advertisements support a variety of promotion scenarios, including lead collection, traffic exposure, and store promotion. Through landing page forms and smart phone conversions, advertisers can efficiently collect potential leads, managing and following up with customer information. Additionally, in-feed ads support app downloads and application promotion, helping advertisers quickly acquire new and active users. For physical stores, these ads can accurately target users around the store, combining POI (Points of Interest) and coupon features to effectively increase store exposure and customer traffic.

Advertisement Types

  • Recommended: Ads are displayed in the Douyin in-feed content, with a vertical screen display style that is native and strongly associated with the account, supporting various ad styles such as native and single-page.
  • Feedslive: Users see real-time live broadcast images and cards in the Douyin recommendation stream, and can enter the Douyin native live broadcast room with one click on the live broadcast image in the recommendation stream.
  • Local Reach: When browsing the recommendation stream videos in the Douyin app, users have the opportunity to view Local Reach ads, meeting the local marketing needs of advertisers such as offline store promotion.

Promotion Advantages

Douyin in-feed advertising offers advertisers a wealth of benefits. Firstly, advertisers can choose suitable ad types and styles according to their needs, such as native or single-page, to meet different marketing needs. Secondly, the Douyin platform provides refined audience targeting features, allowing advertisers to display to specific types of users, improving the accuracy and conversion rate of the advertisement. Moreover, Douyin in-feed ads also have the advantage of deep penetration, being displayed on multiple pages of the Douyin APP, deepening user impressions, and increasing ad click-through rates.

The core advantage of Douyin in-feed advertising lies in its efficient reach and precise marketing. With the vast user base of the Douyin platform, advertisers can easily reach a large number of potential customers, achieving brand exposure and product promotion. At the same time, combined with the intelligent recommendation algorithm of the Douyin platform, advertisers can make precise advertisements based on user interests and behavioral habits, improving the pertinence and conversion rate of the advertisement. In addition, Douyin in-feed ads also support a variety of display forms, such as small images, large images, group images, etc., meeting the creative needs of different advertisers.

Successful Case

Liby Group is a typical case of the successful application of Douyin in-feed advertising. Liby Group, through the president’s live broadcast debut, combined with the efficient reach and precise marketing advantages of Douyin in-feed advertising, successfully started a long-term live broadcast cooperation with Douyin and built a small shop ecosystem. According to statistics, the total number of live broadcast views exceeded 3 million, with 103,000 new fans added, and the highest number of people online at the same time reached 99,000. This successful case fully demonstrates the huge potential of Douyin in-feed advertising in brand promotion and user growth.

Source of featured image: Photo by Solen Feyissa on Unsplash

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Media

Introduction to Chinese Media and Advertising Media

The rapid development of information technology has brought about an unprecedented transformation in China’s media and advertising media industry. From traditional newspapers, magazines, radio, and television to emerging digital media, social media, and short video platforms, the diverse forms of media offer a broad space for information dissemination and advertising promotion. This article aims to help readers understand the development history of Chinese media, the current situation, and the diversity and application of advertising media.

I. The Development History of Chinese Media

In the era of traditional media, newspapers, magazines, radio, and television played a significant role in information dissemination and social supervision. Newspapers, as the earliest form of print media, carried the function of guiding public opinion and social education. Their advertisements were favored by advertisers for their wide dissemination, high authority, and credibility. Magazines attracted a specific audience with their in-depth professional content and exquisite printing, with advertisements that were highly targeted and had good preservation. Radio media, using sound as a means of communication, had the advantages of immediacy, extensiveness, and cost-effectiveness, especially in the era of information scarcity, becoming the main channel for obtaining information. Television, which started in the 1950s, gradually became the main way for family entertainment and information acquisition. Its advertisements were intuitive, vivid, and highly infectious, and with technological progress, the forms of television media have become richer.

Entering the 21st century, new media rapidly rose and changed the media landscape. Internet media broke through geographical restrictions, achieving global information dissemination, with its advertisements being precisely targeted, highly interactive, and trackable. Mobile media, with the popularity of smartphones, became the main channel for obtaining information, with mobile advertisements being convenient, personalized, and immediate, favored by advertisers. Social media such as Weibo, WeChat, and TikTok, through user-generated content and social networks, formed a strong dissemination power, with advertisements achieving precise targeting and efficient communication through user data and behavioral analysis.

Photo by Donald Giannatti on Unsplash

II. The Diversity of Chinese Advertising Media

  1. Traditional Advertising Media
  • Newspaper Advertising: Newspaper advertisements play an important role in brand promotion and product publicity due to their wide dissemination, high authority, and reading rates. Newspaper advertisements come in various forms, including display ads, soft articles, and classified ads. With the popularity of the internet, the rise of electronic newspapers and newspaper apps has diversified the channels for newspaper advertising.
  • Magazine Advertising: Magazine advertisements have a high influence in specific fields with their exquisite printing, professional content, and clear audience positioning. They usually use color printing and high-quality images to vividly display product features and brand images. Additionally, magazine advertisements have good preservation, facilitating readers to read and spread repeatedly.
  • Radio Advertising: Radio advertisements spread through sound and can cover a wide audience. They have relatively low production costs and are not limited by geography, suitable for national or regional advertising. Moreover, radio advertisements have a strong emotional appeal, stimulating listeners’ desire to purchase.
  • Television Advertising: With its intuitive, vivid, and highly infectious characteristics, television advertising has become an important means for advertisers to promote products and shape brands. Television advertisements come in various forms, including narrative ads, product demonstration ads, and celebrity endorsement ads. With the popularity of high-definition and smart TVs, the production level and dissemination effect of television advertisements continue to improve.

Photo by NordWood Themes on Unsplash

  1. Emerging Advertising Media
  • Internet Advertising: Internet advertising, with its precise targeting, strong interactivity, and trackable effects, has become a new favorite for advertisers. It includes various forms such as search ads, display ads, video ads, and social media ads. Through big data analysis and AI technology, internet advertising can achieve personalized recommendations and precise marketing.
  • Mobile Advertising: Relying on mobile devices like smartphones, mobile advertising achieves immediacy, convenience, and personalization of advertisements. It includes various forms such as app splash ads, feed ads, and native ads. Through user behavior analysis and geolocation technology, mobile advertising can achieve more precise targeting and higher conversion rates.
  • Social Media Advertising: Social media advertising leverages the user data and behavioral analysis technology of social platforms to achieve precise targeting and efficient dissemination. It includes various forms such as Moments ads, Weibo ads, and TikTok ads. Through social networks and user-generated content (UGC), social media advertising can create a strong word-of-mouth effect and user stickiness.
  • Short Video and Live Streaming Advertising: As emerging content forms, short videos, and live streaming have rapidly risen in recent years and are loved by users. Short video platforms like TikTok and Kuaishou attract user attention through short video content and insert advertisements or engage in brand cooperation. Live streaming advertising guides viewers to purchase products or pay attention to brands through the real-time interaction and promotion of the host. With their vivid, intuitive, and highly interactive characteristics, short video and live-streaming advertising have become a new channel for advertisers to promote products and shape brands.

III. Application Practice of Chinese Media and Advertising Media

  1. Media Convergence and Cross-industry Collaboration

With the in-depth development of media convergence, the boundaries between traditional and new media are becoming increasingly blurred. Media organizations continuously enhance their communication power and influence through cross-industry collaboration and resource integration. For example, TV stations collaborate with video websites to launch online dramas and variety shows; newspapers collaborate with social media to conduct online interactive activities. These cross-industry collaborations not only enrich the forms of media content expression and dissemination channels but also provide advertisers with more advertising options.

  1. Data-driven and Precision Marketing

The rise of big data and artificial intelligence technologies has brought revolutionary changes to the application of advertising media. By collecting and analyzing user data and behavioral characteristics, advertisers can achieve precise targeting and personalized recommendations. For instance, e-commerce platforms analyze users’ purchase history and browsing behavior data to recommend related products and coupons; social media platforms achieve precise targeting and efficient dissemination of advertisements through user profiling technology.

  1. Content Marketing and Brand Building

Content marketing has become one of the important means of modern advertising marketing. By producing high-quality and valuable content to attract user attention and participation, advertisers can achieve dual goals of brand building and product promotion. For example, brands attract user attention and interaction by releasing interesting short videos, writing in-depth articles, or holding online events; at the same time, they expand brand influence through user sharing and word-of-mouth on social media platforms.

Photo by C D-X on Unsplash

The Chinese media and advertising media industry is in a period of rapid development and transformation. The integration of traditional media with new media and cross-industry collaboration is becoming a trend; big data and artificial intelligence technologies have brought revolutionary changes to the application of advertising media; content marketing and brand building have become the focus of advertisers. Understanding the development history and current situation of Chinese media and the diversity and application practice of advertising media is of great significance. It is hoped that this article can provide some reference and help for advertisers.

Source of featured image:  Photo by Namroud Gorguis on Unsplash

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Media

A Comprehensive Guide to Xiaohongshu’s Marketing Ecosystem and Advertising Strategies

In today’s digital marketing era, Xiaohongshu (also known as RED) has emerged as a prominent social platform with its unique content ecosystem and vast user base, offering brands a broad stage for marketing. As of March 2024, Xiaohongshu’s monthly active users surpassed 300 million, with a search penetration rate reaching 70%. The article delves into Xiaohongshu’s marketing ecosystem and advertising strategies, aiming to provide a practical and comprehensive guide to help brands achieve precise marketing and efficient conversions on the platform.

Xiaohongshu User Profile and Data

Xiaohongshu is a lifestyle-sharing social platform with a massive user base. Currently, the platform boasts approximately 300 million monthly active users and over 500 million registered users. Among these, women account for a staggering 70%, with users from Tier-1 and Tier-2 cities making up 50%. Such a user demographic makes Xiaohongshu the preferred marketing hub for brands targeting female consumers and those promoting high-quality lifestyles.

Source: Qiantu, licensed for commercial use

The majority of users (55%) browse content on the Discovery Page, while 45% use the search function to assist in decision-making. Xiaohongshu is not just a platform for sharing recommendations; it’s also a key channel that inspires purchase intentions and drives conversions.

Marketing Touchpoints on Xiaohongshu

Xiaohongshu offers a diverse range of marketing touchpoints, including content creation, influencer collaborations, live-streaming commerce, in-feed ads, and search ads.

●High-Quality Notes: By publishing engaging and high-quality posts (known as “notes”), brands can capture users’ attention and build trust.
●Influencer Collaborations: Partnering with influencers at various levels—from top-tier to micro-influencers—enables brands to reach a wide range of user groups, enhancing brand exposure and seeding product interest.
●Live-Streaming Commerce: The live-streaming feature provides brands with opportunities to interact directly with consumers, facilitating real-time engagement and sales.

Collected by YOYI TECH

Key user behaviors and factors influencing marketing outcomes on Xiaohongshu include:

●Discovery Page Browsing: 55% of users engage in browsing content and getting inspired through the Discovery Page.
●Search for Decision-Making: 45% of users rely on the search function to aid their purchasing decisions.
●Note Visibility: The visibility of posts on both in-feed and search results depends heavily on the quality and relevance of the content.
●Product Rankings: In Xiaohongshu’s mall, product visibility is largely determined by sales rankings; the higher the sales, the greater the product’s exposure.

Xiaohongshu’s Closed-Loop Ecosystem

Xiaohongshu has created a fully closed-loop ecosystem that allows users to complete their entire purchase journey—from discovery to purchase—within the platform. After being inspired by posts, live streams, or other content, users can directly search for and buy related products on the platform. This seamless shopping experience not only enhances user satisfaction but also drives higher conversion rates and sales for brands.

How Xiaohongshu Enables External E-commerce Ecosystems

The influence of Xiaohongshu extends beyond its platform, as its “seeding” capability also drives sales on external e-commerce platforms. Many users who are inspired by Xiaohongshu proceed to purchase products on other platforms. Therefore, Xiaohongshu’s marketing efforts not only increase brand visibility and reputation but also provide indirect support for sales on external e-commerce channels.

What Are Xiaohongshu Ads, and Which Brands Should Use Them?

Xiaohongshu offers a range of advertising options, including in-feed ads, search ads, and splash ads. These formats enable precise targeting of desired user groups, enhancing brand exposure and conversion rates. Xiaohongshu advertising is ideal for brands aiming to expand their influence, boost sales performance, and connect with young, high-quality lifestyle-oriented users.

Types of Advertising on Xiaohongshu

Xiaohongshu provides a variety of advertising formats to cater to different marketing objectives:

●In-Feed Ads: The discovery page’s feed ads serve as the primary entry for content-based interests provoking, optimizing traffic distribution strategies, and leveraging precise targeting to ensure native content reaches the desired audience efficiently.
●Search Ads: These ads appear in search results, ensuring precise exposure to users with specific purchasing intentions.
●Splash Screen Ads: Positioned at the prime entrance point, splash screen ads boast a high-exposure advantage. Through full-screen immersive visual experiences and unique interactive formats, these ads enhance brand or product recall and capture user attention effectively.
●Brand Zone: This format covers search scenarios and establishes a brand’s private marketing territory through formats such as Brand Space and Basic Brand Zone. This setup meets diverse marketing needs while ensuring precise targeting and conversions for high-intent audiences. Brand Zone formats include Showcase, Live Streaming, and Triple Card styles, while Basic Brand Zone features Banner formats. These options support multiple landing page redirects, such as detailed note pages, topic pages, and product detail pages.
●Surprise Box: Tailored surprises for users in highly relevant brand scenarios or for users on their birthdays. With the Surprise Box, users are guaranteed to win a prize upon opening, linked to specific brand keywords or topics. This feature promotes lead generation and encourages the creation of user-generated content (UGC) notes.
●Pugongying (Dandelion Program): Collaborations with Xiaohongshu content creators for soft, organic promotions.

Collected by YOYI TECH

Xiaohongshu’s Targeting Capabilities

Xiaohongshu’s advertising system boasts powerful targeting capabilities, allowing advertisers to tailor campaigns based on users’ gender, age, location, interests, and more. This precise targeting ensures that ads reach the most relevant audience, improving conversion rates and return on investment (ROI). Additionally, Xiaohongshu offers verified accounts for businesses, ensuring the authenticity and credibility of advertisers’ profiles and operations.

Advantages of Advertising on Xiaohongshu

Xiaohongshu ads come with several key advantages:

●Precise Targeting: Through detailed user profiling and advanced targeting, ads effectively reach users with purchase intent.
●Diverse Ad Formats: A variety of ad formats—such as in-feed, search, and splash ads—meet the unique needs and goals of different brands.
●High-Quality User Base: Xiaohongshu’s users are predominantly young women who have strong interests in fashion, beauty, and lifestyle topics and possess high purchasing intent and spending power.
●Efficient Conversion: As a platform focused on inspiring purchases, Xiaohongshu fosters a user environment where browsing naturally leads to conversions.
●Strong Social Attributes: Built on sharing and interaction, Xiaohongshu enables brands to engage with users directly through influencer collaborations, community discussions, and participation in trending topics.

As a social platform with a massive user base and strong marketing potential, Xiaohongshu provides brands with abundant opportunities for engagement through its diverse touchpoints and advertising formats. Its precise targeting, high-quality user demographic, and efficient conversion capabilities make it an essential tool for brands aiming to increase their influence and boost sales. For brands looking to connect with young, high-quality lifestyle consumers, Xiaohongshu represents a valuable and indispensable marketing arena.

Featured Image Source: Qiantu, with commercial authorization

Categories
Media

Overview of 25 Key Vertical Media in China’s Tourism Industry

As the tourism industry continues to recover and thrive, China’s tourism market is experiencing a new wave of consumption upgrades. According to the latest data, the number of domestic tourists in 2023 saw significant growth compared to pre-pandemic levels, with total tourism revenue also showing a steady recovery. Against this backdrop, authoritative and vertical media in the tourism sector are playing a critical role in information dissemination and public opinion guidance, contributing to the healthy development of the industry.

Authoritative Tourism Media and Their Vertical Channels

Collected by YOYI TECH

1. Xinhua Net Tourism: As the tourism channel of a state-level news website, Xinhua Net Tourism delivers authoritative, timely, and comprehensive news coverage, offering in-depth analysis of industry dynamics and abundant tourism information for the public.

2. Guangming Net Tourism: Backed by the authoritative resources of Guangming Daily, Guangming Net’s tourism channel promotes tourism culture, markets destinations, and provides high-quality travel experiences for tourists.

3. CCTV Net Tourism: Leveraging the brand influence of CCTV, the tourism channel of CCTV Net showcases the unique charm of domestic and international tourist attractions through various media formats, leading new tourism consumption trends.

4. China Youth Net Tourism: Focused on the needs of the youth travel segment, this channel provides personalized travel recommendations and guides, helping younger audiences fulfill their travel aspirations.

5. Huanqiu Net Cultural Tourism: Focusing on cultural tourism, this channel highlights developments in cultural and tourism integration, promotes new cultural tourism projects, and fosters the prosperity of the cultural tourism industry.

6. HC360 Hotel: Dedicated to hotel industry news and market analysis, this channel offers valuable market insights and marketing strategy recommendations to hotel enterprises.

7. Qianlong Net Cultural Tourism: Known for its rich cultural tourism content, this channel delivers comprehensive information and in-depth reporting, meeting the diverse information needs of tourists.

Vertical Media in the Tourism Industry

Collected by YOYI TECH

1. Tripvivid: As a resource platform covering the entire lifecycle of cultural tourism projects, Zhihui not only reports on industry trends but also promotes innovation and development within the sector.
2. Xinxin Travel Net: A communication platform for the cultural tourism industry, Xinxin Travel Net has served a large number of tourists and travel agencies, becoming an important information dissemination channel for the market.

3. Voyage Magazine: Catering to an elite audience, this high-end magazine provides customized travel insights and guides, leading trends in luxury tourism.

4. Premium Traveler Magazine: Targeting high-end outbound travelers, particularly business professionals, this magazine offers comprehensive outbound travel information and guides.

5. Xinlvjie: This cultural tourism innovation platform fosters industry innovation and consumption through industry reporting, research, and consulting.

6. China Travel Trade Media: As a multimedia communication platform, it delivers a wealth of information services for travel practitioners, making it an essential source for the tourism industry.

7. TTG China: Widely trusted by experts in the Greater China region, this platform serves as a vital communication medium for suppliers and a reliable source of industry news.

8. Qiongyou: A leading provider of travel content on the Chinese internet, Qiongyou features an extensive collection of travel journals and guides.

9. Ctrip: As a globally leading one-stop travel platform, Ctrip offers comprehensive travel products and services, cementing its position as a tourism industry leader.

10. Mafengwo: As a travel and leisure community, Mafengwo provides younger generations with abundant travel guides and references, playing a vital role in the tourism market.

11. Pinchain Tourism: With a focus on “new perspectives of the tourism industry chain,” Pinchain Tourism provides in-depth reporting and comprehensive information on the sector.

12. Wenlvpai: Dedicated to innovation in the leisure, entertainment, and tourism industry, this platform offers in-depth financial reporting with a distinct voice and tone.

13. World Hotels Magazine: This high-end industry magazine showcases global hotel trends and management philosophies, serving as a key reference for the hospitality sector.

14. China Hotel Magazine: An authoritative journal in the hotel industry, this publication offers comprehensive guidance and information for the tourism and hospitality sectors.

15. CCA Online: As a vertical portal for the civil aviation industry, this platform provides specialized information services for the aviation sector.

16. Meadin.com: A research media platform focused on the commercial real estate sector, offering public relations and integrated communication services for enterprises.

17. China National Tourism Magazine: A state-level tourism publication with global distribution, providing comprehensive tourism information to the public.

18. Travel Daily (China): A globally renowned tourism business and technology content platform, focusing on new trends, models, and technologies in the tourism sector.

Annual Hot Tourism Topics

1. Deepening Cultural and Tourism Integration: As cultural and tourism integration progresses, more projects combining these two elements are expected to emerge, enriching the cultural depth of travel experiences.

2. Upgraded Tourism Consumption: With the resurgence of the tourism market, travelers are increasingly demanding higher-quality experiences, making consumption upgrades an inevitable trend.

3. Health and Wellness Tourism: Growing awareness of health and wellness is driving the popularity of this tourism segment, attracting greater attention from travelers.

4. Concert Tourism: Concerts have become an undeniable tourism draw for major cities. More audiences are traveling to cities specifically for performances, with an increasing number of large-scale concerts and music festivals taking place.

Authoritative and vertical media in China’s tourism industry play a vital role in information dissemination, public opinion guidance, and industry development. As the tourism market continues to recover and evolve with rising consumer demands, these media outlets will remain at the forefront, delivering richer and more comprehensive insights to the public. Meanwhile, the emerging hot topics of 2024 will bring new opportunities and challenges to the tourism sector, paving the way for further growth and achievements in the industry’s future.

Source of featured image: Qiantu, licensed for commercial use

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