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Anyone who’s even scratched the surface of marketing to China will know that the mobile app and social media platform WeChat, with its 1+ billion monthly active users, is the place to be. In 2017, 39% of official accounts surveyed revealed decreasing reading rates. 33% were stable, and 28% reported increased reading rates. WeChat mini-programs are one of the most important new WeChat developments for marketers, and they’re particularly well suited to travel brands, helping to guide and connect with Chinese tourists while they are in a destination. Dragon Trail has created WeChat-based training programs for Chinese travel agents for over 20 destinations and travel businesses, all under the umbrella of CTA (China Travel Academy). The next step, CTA Live, is a WeChat mini-program that allows travel brands to effectively run their China roadshows on WeChat through live webinars available to over 28,000 registered travel agents. Finally, while WeChat has come a long way since its launch in 2011, messaging is still at the core of the app. Connect starts with a WeChat homepage featuring a business introduction, promotional video, detailed contact information, and links to download product factsheets. Chinese consumers and travel trade partners can quickly get an in-depth understanding of the brand and product features, and easily share the page on WeChat. SMEs can then choose modular add-on services to suit their specific objectives, including CTA Live, a WeChat-based B2C digital contact center, and an always-on influencer recruitment campaign that notifies you when KOLs are coming to your destination.
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