{"id":53871,"date":"2025-09-30T08:56:24","date_gmt":"2025-09-30T08:56:24","guid":{"rendered":"https:\/\/chinesetouristagency.com\/?p=53871"},"modified":"2025-09-26T10:06:43","modified_gmt":"2025-09-26T10:06:43","slug":"3-new-social-media-used-by-chinese-tourists","status":"publish","type":"post","link":"https:\/\/chinesetouristagency.com\/3-new-social-media-used-by-chinese-tourists\/","title":{"rendered":"3 new social media used by Chinese Tourists"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p>in 2025-2026 : If you want short action: focus on WeChat Channels for conversion and service, Douyin Travel ecosystem for discovery bookings, and Xiaohongshu (RED) for trust and decision-stage content. <\/p>\n\n\n\n<p>Each platform needs different content, measurement, and campaign mechanics<\/p>\n\n\n\n<p>I am Marcus Zhan.  very practical, technically detailed, Chinese-marketer voice you\u2019d expect from a senior China digital director \ud83d\ude09 <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC-1024x586.jpg\" alt=\"\" class=\"wp-image-53877\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC-1024x586.jpg 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC-300x172.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC-768x439.jpg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC-600x343.jpg 600w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Social-media-in-China-Situation-2025-by-Marcus-Zhan-Explosition-UGC.jpg 1287w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">1) WeChat Channels :  conversion, service, and control (think: owned media + mini-programs)<\/h3>\n\n\n\n<p>Why it matters : WeChat is still the backbone of Chinese travel behaviour, and Channels is its short-video + discovery surface. Channels lets you capture discovery, then pull users into WeChat Official Accounts and mini-program flows where you control the booking, CRM, payments and post-sales service. Treat Channels as a discovery funnel that must end in a mini-program conversion.<\/p>\n\n\n\n<p>Look at <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7342774660326924288\" target=\"_blank\" rel=\"noopener\">this to Understand video linkedin <\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/daka-Culture-China.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"454\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/daka-Culture-China.jpg\" alt=\"\" class=\"wp-image-53875\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/daka-Culture-China.jpg 580w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/daka-Culture-China-300x235.jpg 300w\" sizes=\"auto, (max-width: 580px) 100vw, 580px\" \/><\/a><\/figure>\n\n\n\n<p><strong><em>What works (technical, tactical)<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content format: 15\u201345s vertical videos, soft subtitles, early visual hook (first 2\u20133s). Include clear CTAs: \u201cScan to get Chinese map + breakfast menu\u201d (show a QR overlay).<\/li>\n\n\n\n<li>Creative formula: 30% local story (guide\/local), 30% practical (how to get there, price), 40% social proof (guest clip, review screenshot).<\/li>\n\n\n\n<li>Measurement: Track Channel views, play-through rate (want >55%), click-to-mini-program CTR, and mini-program conversion rate. Use UTM on mini-program entry and tie it back into your WeChat CRM (open ID mapping).<\/li>\n\n\n\n<li>Ads &amp; distribution: Use in-feed Channel ads + paid distribution via Official Account to push to followers. Boost organic Channel posts for 24\u201348 hours after posting to test creative variants.<\/li>\n\n\n\n<li>Conversion flow: Channel \u2192 Mini-program landing page \u2192 WeChat Pay checkout \u2192 Automatic booking confirmation pushed in chat. Remove friction: one-click booking for users with WeChat Pay.<\/li>\n\n\n\n<li>Ops: Staff a WeChat agent during peak hours (real person) and automate FAQs with Mini-program scripts for bookings, refund policy, allergy requests. Response time target: &lt;5 minutes.<\/li>\n<\/ul>\n\n\n\n<p><strong>Red flags \/ compliance<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content recommendation rules and tighter CAC moderation mean you must avoid sensational content and follow trending content rules. Monitor platform policy updates and have a quick takedown process. Reuters<\/li>\n<\/ul>\n\n\n\n<p><strong>ROI logic (how you justify spend)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Channels runs cheap CPM for discovery relative to KOL live streams, and conversion is measurable inside WeChat. If view\u2192mini-program CTR > 1.5% and conversion > 8%, scale.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">2) Douyin Travel ecosystem :  discovery, trends, and fast bookings (think: short video + commerce + live)<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>Why it matters : Douyin remains the dominant short-video engine for Chinese travel inspiration. But in 2025 it\u2019s not just entertainment: Douyin integrates in-app booking, Douyin Shop, and live commerce \u2014 so discovery can convert in the same session. If you want volume and fast brand lift, Douyin is primary.<\/p>\n\n\n\n<p><strong>What works (technical, tactical)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creative &amp; hooks: Start with a strong visual hook (unique food, dramatic view). Use 12\u201320s with 3 beats: hook, experience, CTA. Subtitles mandatory.<\/li>\n\n\n\n<li>Douyin Shop + mini bookings: Connect a Douyin landing page to a booking engine or use Douyin Travel partnership to list packages. For hotels, integrate channel pixel to capture attribution.<\/li>\n\n\n\n<li>Live commerce: Use live shows for limited-time offers during weekends or Golden Week lead time. Live is conversion heavy \u2014 convert viewers with coupon codes valid for 24\u201348 hours. Use a dedicated hostess + translator if your staff aren\u2019t Chinese.<\/li>\n\n\n\n<li>Paid formats: In-feed native ads, dou+ paid boosting, and collaboration posts with travel micro-KOLs (10k\u2013200k followers) are cost-effective. For larger scale, top KOL livestreams drive big spikes but cost much more.<\/li>\n\n\n\n<li>Measurement: Key metrics = play-through %, mid-video CTR, Douyin Shop add-to-cart, live viewers \u2192 conversion. Install Douyin tracking SDK where possible and reconcile with your booking data daily.<\/li>\n\n\n\n<li>Creators + UGC: Brief KOLs to show the full experience (arrival, check-in, meal, key moment). UGC authenticity beats glossy ads on Douyin.<\/li>\n<\/ul>\n\n\n\n<p><strong>Ops &amp; staffing<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content cadence: 3 short posts\/week + 1 live\/week (or 2 live\/month). Test peak times: mornings (8\u201310am) and evenings (8\u201310pm) in Beijing\/Shanghai timezone.<\/li>\n\n\n\n<li>Fulfilment: Ensure inventory sync between Douyin listings and your PMS to avoid over-selling.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Cost\/benefit<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Expect higher traffic and variable conversion; Douyin is your top funnel for young travelers and impulse bookings. Douyin\u2019s algorithm rewards completion and engagement, so entertaining creative is paid back in visibility.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">3) Xiaohongshu (RED) :  trust, decision stage, and \u201cplanting the grass\u201d<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Red-daka-Tourism-China.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"414\" height=\"689\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Red-daka-Tourism-China.jpg\" alt=\"\" class=\"wp-image-53874\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Red-daka-Tourism-China.jpg 414w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Red-daka-Tourism-China-180x300.jpg 180w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Red-daka-Tourism-China-300x499.jpg 300w\" sizes=\"auto, (max-width: 414px) 100vw, 414px\" \/><\/a><\/figure>\n\n\n\n<p>Why it matters , good question <br>Xiaohongshu is the decision stage: travel diaries, detailed itineraries, packing lists. Chinese tourists use RED to validate experiences before booking. It\u2019s the platform that builds trust. For higher-value bookings and experiential tourism, RED is indispensable.<a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7325425385108660225\" target=\"_blank\" rel=\"noopener\"> Read linkedin post <\/a><\/p>\n\n\n\n<p><strong>What works<\/strong><\/p>\n\n\n\n<p>Mkg Tips of Marcus Zhan, <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"529\" src=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-1024x529.jpg\" alt=\"\" class=\"wp-image-53663\" srcset=\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-1024x529.jpg 1024w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-300x155.jpg 300w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-768x397.jpg 768w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-1536x793.jpg 1536w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA-600x310.jpg 600w, https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/03\/ereputation-China-Marcus-Zhan-GMA.jpg 1553w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Content format: Long-form posts (600\u20131,200 characters) with 8\u201312 high-quality images or 30\u201360s video clips. Story + practical tips = the best performing posts.<\/li>\n\n\n\n<li>Post structure: Title that answers a problem (\u201c48 hours in [city] with parents\u201d), 3\u20135 practical tips, cost breakdown, and clear CTA (WeChat QR or Douyin link).<\/li>\n\n\n\n<li>SEO on RED: Use seed keywords and location tags. \u201cPlanting grass\u201d (\u79cd\u8349) is the mentality \u2014 you want to \u2018seed\u2019 desire. Encourage guests to post post-stay notes; UGC is gold.<\/li>\n\n\n\n<li>Micro-KOLs and niche KOLs: Work with KOLs who produce travel diaries; they convert better than wide-reach celebs for decision content. Compensate for content plus follow-up story posts after the trip to show authenticity.<\/li>\n\n\n\n<li>Measurement: Track saves, comments (questions are conversion indicators), profile visits, and WeChat follows from RED posts. Convert via a clear micro-path: RED post \u2192 WeChat QR\/SMS \u2192 booking.<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Operational tips<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Leave a bilingual card in rooms inviting guests to post on RED and tag you; offer a small incentive (photo printed, free coffee) for posting.<\/li>\n\n\n\n<li>Provide a one-page Chinese experience guide for guests to turn into RED posts (makes UGC easier).<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Final, practical checklist (do this first week)<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Pick one platform to pilot (start Douyin or RED). Create 4 pieces of content and measure play, CTR, and conversion.<\/li>\n\n\n\n<li>Connect tracking: Douyin pixel + WeChat mini-program UTM mapping + booking reconciliation.<\/li>\n\n\n\n<li>Recruit 1 micro-KOL for content + 1 live slot for promotions. Test a 48-hour coupon.<\/li>\n\n\n\n<li>Staff WeChat support and set SLA: &lt;5 min daytime response.<\/li>\n\n\n\n<li>Review content compliance checklist and have a takedown plan for copy\/imagery.<\/li>\n<\/ol>\n\n\n\n<p>We can help you, we are SUPER specialized on <a href=\"https:\/\/chinesetouristagency.com\/social-media-agency-china-specialised-chinese-tourism\/\">social Media in China <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>in 2025-2026 : If you want short action: focus on WeChat Channels for conversion and service, Douyin Travel ecosystem for discovery bookings, and Xiaohongshu (RED) for trust and decision-stage content. Each platform needs different content, measurement, and campaign mechanics I am Marcus Zhan. very practical, technically detailed, Chinese-marketer voice you\u2019d expect from a senior China&#8230;<\/p>\n","protected":false},"author":7,"featured_media":53872,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[83,224],"tags":[172,317,86],"class_list":["post-53871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chinese-tourists","category-social-media","tag-attract-chinese-tourists","tag-chinese-tourists","tag-tourist-destination"],"acf":[],"jetpack_featured_media_url":"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Chinese-social-media-2025-holiday.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p67DXD-e0T","_links":{"self":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/53871","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/comments?post=53871"}],"version-history":[{"count":1,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/53871\/revisions"}],"predecessor-version":[{"id":53878,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/posts\/53871\/revisions\/53878"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media\/53872"}],"wp:attachment":[{"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/media?parent=53871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/categories?post=53871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chinesetouristagency.com\/wp-json\/wp\/v2\/tags?post=53871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}