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China Tourism Episode 9: David Liu
26 Plays5 months ago
Today, we’re joined by David Liu, former Chairman of Weber Shandwick China and a leader in the China PR industry. David is also a major social media thought leader in China, influencing a huge following on Douyin, Rednote, and Weibo.
In this episode, we discuss the best Chinese social media platforms for tourism, how to create campaigns to attract Chinese tourists, how to find the right influencers, and manage them effectively.
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Transcript
David Liu's Introduction
00:00:02
Speaker
Good day everybody and welcome to China Tourism Tuesday. Today we have a wonderful guest, David Liu. And for those that have been living on the moon for the last 20 years, i would like David to please just give a short introduction and introduction of himself.
Career in PR and Social Media
00:00:23
Speaker
um Yeah, David, welcome to the show and thank you very much for being with us. It's my pleasure. I'm David Liu. I'm originally from Taiwan, but have been working and living in China for over 26 years.
00:00:39
Speaker
um my My job in China is doing PR. I'm proud of that. proud that myself has been involved in the two Olympic bits, the the winning bits um and in in China.
00:00:56
Speaker
And also, I've i ah In addition to my my daytime job as PR, I'm also a kind of an influencer.
00:01:12
Speaker
My Douyin or TikTok, Xiaohongshu and Weibo has altogether over 1 million ah followers. That's my...
00:01:24
Speaker
side job. I also love like traveling, um eating, and going to gym and hanging out with people.
00:01:38
Speaker
That's the short intro of myself. Okay. That's
Early Career Support
00:01:41
Speaker
very cool. So, I mean, for those that wouldn't know, I'm i'm ah very appreciative of ah David for for my career because he absolutely allowed me, he gave me the start that I needed.
00:01:55
Speaker
ah When I finished studying Chinese at Beijing Language and Cultural University, um i I had a short list of PR companies to try and get an internship.
00:02:06
Speaker
um I met with David at that time, who was ah at that time a director of Weber Shandwick Beijing office. And um I'm pretty sure that David pretty much just felt sorry for me and gave me an internship there. And after completing the internship, he was very kind in giving me full time job. and My first job there was...
00:02:34
Speaker
essentially working as an editor, ah fixing up the language on the proposals and press releases that we were doing. And from there, I i was working at Weber Shandrick in the Beijing office for for three years.
00:02:50
Speaker
Only? Yeah, well... it's an um I thought it was longer. Yeah, so it was three years ah and and then I left and I went to go join a South Africa Chinese consulting company and then I came back again for another three years.
00:03:04
Speaker
ah Yeah, I think, yeah, you you should have been been with us longer, much longer. Okay. Yeah. So, so yes, so David has very much been a mentor for me.
Career Progression to Chairman
00:03:17
Speaker
And ah David went on further to become the head of the the Beijing office of Weber Shanwick.
00:03:24
Speaker
Then he became the head of Weber Shanwick for the whole of China um and also the the parent company. And I think your last position, if I'm not mistaken, was chairman.
00:03:35
Speaker
yeah Chairman of ah CMG, the non-advertising affiliates of IPG. Yeah, so basically, ah David is extremely well revered in the communications industry in China.
00:03:54
Speaker
So it's ah it's fantastic that we're going to get to
Media Evolution in China
00:03:57
Speaker
chat to him today. So um I think I'd just like to like kick off by saying ah by asking you first, David, ah before we hit a little bit of nitty gritty about the travel and tourism industry, um how have you seen the changes of the communications and media landscape in China through through your career, like kind of where did it start and where is it standing now? i mean, you also mentioned about ah the work you do ah as an influence on the various social media platforms in China. Obviously, that has become incredibly impossible to ignore. yeah Just so what is your view over the last 20 years of the media industry in China?
00:04:41
Speaker
I think before ah before the rise of social media like Weibo, WeChat, then Douyin, Xiao Hong Shu, ah most, the but the powerful media are the traditional media, the TV, CCTV, newspapers, magazines.
00:05:04
Speaker
But after the the rise of social media, I think people now, ah get their info all from social media rather than the traditional media.
00:05:16
Speaker
ah I think ah if I may remember right, Weibo started in 2009, yeah, 2009. WeChat is a bit late, but think the social media ah we charted ah bit late ah i think the to ah social media when they become dominate the media or the communications market it's about
00:05:53
Speaker
let's say eight or nine years i think yeah so after the rise of these social platforms their influence is much much bigger than the traditional media However, ah still the traditional media, they have ah people believe more in the traditional media rather than the news on social media.
00:06:21
Speaker
So if if you want to get people believe your story, I think it's still critical for you to to get some coverage on the traditional media.
00:06:37
Speaker
and That's very interesting.
Trust in Traditional Media
00:06:39
Speaker
So ah do i mean so I'm assuming you feel from that that the Chinese citizens still have a lot more trust in the traditional media. And because of CCTV, even that I think Douyin now has active daily active users is more than 700 million.
00:07:02
Speaker
ah But the I think the CCTV still has the reach of more than maybe 90% of the Chinese households in China.
00:07:16
Speaker
So, ah which means that CCTV still has more reach than Douyin. And with with senior people with um senior people or people in the, not in the ah cities, i I think they they still watch the traditional media.
00:07:42
Speaker
So if you want to have built trust or something, so that's why we still see some big brands, they run ads on, traditional media especially on
00:07:57
Speaker
David, I want to quickly jump in here and ask you about your journey on social media. You you mentioned you have a very large following um across platforms like Red Note, like Douyin.
00:08:09
Speaker
I was wondering if you could maybe tell us a bit about you know the biggest difference in your opinion or the big similarities between influencer marketing in China, in Greater China, and then in the West.
00:08:26
Speaker
ah
00:08:29
Speaker
ah The the ah big difference is I think in China is is more controlled um ah in terms of the the media.
00:08:42
Speaker
But in the West is more what we say. So ah in in the West is is not that controlled. ah In China, I think there are at many sensitive terms or or or things that is are are not permitted.
00:09:04
Speaker
But in the West, I think ah not that that many restrictions. I think that that's the main difference between Chinese landscape and the West.
00:09:20
Speaker
Yes, that makes that makes absolute
Content Controls in China
00:09:22
Speaker
sense. you know And I've also found, i don't know if you agree with this, David, but for me as a social media user, I also try to build a following on Doyin and RedNote.
00:09:32
Speaker
I find that Doyin and RedNote are much, almost healthier and more wholesome content platforms than, for example, X or Facebook or even YouTube.
00:09:44
Speaker
It just seems to me like because there are these rules, it's a healthier environment. But no, I fully agree with you. That between the West and China China definitely is more serious about creating a healthy environment and and also the government they they ask these social media platforms, they have their own censorship first.
00:10:12
Speaker
So, ah and and these, no matter it's Shao Hong Shu or Zhou Ying, their censorships are more serious than the government, than the authorities.
00:10:27
Speaker
So yeah you don't see that meant that many unhealthy content on Chinese social media.
00:10:40
Speaker
David, if I could ask you, ah how how do you make sure that for your own content and for you know your partner's content, how do you ensure that you know you always are aware of the regulations and can stay compliant with the regulations?
Navigating Unwritten Regulations
00:10:57
Speaker
ah Because we we we deal with the media, deal with the social media platforms always.
00:11:08
Speaker
So we we get some insights from them. and And in China, it's interesting that ah some restrictions or some um sensitive to things are not in writing.
00:11:25
Speaker
but all it's kind, the the orders are all verbal orders. So you need to learn from the people you know in the media.
00:11:37
Speaker
And because I've been working in in the comms industry in China for over 26 years. So I know, I think I'm acquainted with many editors, you know um you know publishers.
00:11:55
Speaker
So sometimes they they I can get some insights from them as to what are sensitive, what are the hot topics that... ah maybe the the government are now ah are are more focused on or something.
00:12:14
Speaker
ah David, yeah if I may ask quickly, ah what is your favorite Chinese social media platform and what do you typically ah post for your own leisure or do you ever, I mean, if
Platform Preferences
00:12:28
Speaker
you do kind of influence the work or what kind of topics would you be covering or activities? If you could just tell us a little bit more about that, please.
00:12:37
Speaker
ah For myself, ah ah I prefer, because I do live streaming once a week or on my Xiao Hong Shu Red Notes account.
00:12:52
Speaker
I prefer their followers, the Xiao Hong Shu followers. um Reason being, I can get more ah better feedback from these followers.
00:13:08
Speaker
ah But Douyin, although Douyin is more, as I said, it has over 700 million in active users, which means that Douyin is like a smaller scale of the entire China.
00:13:27
Speaker
And for the for Chinese people, you know, the gap between the richest and the poorest or being with the more most educated and less kid educated, the the gaps are so huge.
00:13:43
Speaker
So when you post things, ah just the same ah posts in Red Note, or in or and in Douyin you can get totally different comments likes you know from from the the different users and as I said I preferred Xiao Hong Shu Red Notice I get better feedback from these followers they are not that hostile they are they are looking for better life so if for instance uh when i uh do live streaming my my followers are like um they work in
00:14:31
Speaker
ah state-owned enterprises or they work in even government or they they are Chinese people living or studying or working in overseas um or they are or or they are um you know with higher education.
00:14:52
Speaker
so So their comments or things ah ah I like better.
00:15:02
Speaker
David, I have a ah quick question for your live streaming. I'm i'm very interested in this. um Could you perhaps just explain to our listeners will be predominantly you know non-Chinese foreigners.
00:15:14
Speaker
um Could you explain you know the phenomenon of live streaming? Why is it so good for building a brand? How long should one do it every day or every week? um What is the main sort of reason why you would get on a
Social Media Revenue Streams
00:15:29
Speaker
ah live stream? but So for myself, you know, doing a KOL on social media, you can make money out of it.
00:15:42
Speaker
ah There are, I think, three or four ah things that you can get money from. um Doing live streaming, and the followers will... What is the name of the English?
00:15:58
Speaker
You know, that that when you do live streaming, the followers will kind of tip you. is this Give you tips. but ah yeah On live streaming, you know, that's the the first, your revenue income.
00:16:15
Speaker
The second is you can sell things. It's like e-commerce. You do live streaming, sell things. The third is you do a short video.
00:16:27
Speaker
but you you you ah and you have some links to certain products. ah People think your films, your posts are interesting.
00:16:39
Speaker
They will ah ah click through the links and to buy buy things and you can get some money out of it. the The fourth thing is ah ah you get...
00:16:53
Speaker
ah you You get some ah revenue revenues from ah advertisers. You just help to do some short video to promote those products and you get the advertising fees from advertisers. advertisers i think there are four ways of getting money if you you you are genuine you are authentic uh kohl on any social platform but um i think uh
00:17:34
Speaker
For different social platforms, ah the users are also a bit different. For instance, ah for Xiao Hong Shu, for Red Notes, I think mainly still are women.
00:17:47
Speaker
ah Now, I think it's 80% women. or 20% men, but in the past it's over 90% it's women.
00:17:58
Speaker
And the sha so challenge we said it's always about ah better life. ah So if you are ah advertisers of tourist,
00:18:11
Speaker
tourist industry of beauty, of fashion, you always want to use KOLs or you want to have your presence in Xiao Hong Shu.
00:18:23
Speaker
For Dou Ying, it's more, more it's as I said, it's like China. So it's it's more um interesting, things beautiful things,
00:18:37
Speaker
ah ah or even, ah it's It's more entertaining things that will attract their followers. And for WeChat and their WeChat, what's the name of the WeChat?
00:18:56
Speaker
Do you know? ah For WeChat WeChat channels, ah their users are ah more ah aged people.
00:19:06
Speaker
So I think the the majority are over 40. It's still, it's an extension of WeChat of your friend circles.
00:19:21
Speaker
your different circles yes For Weibo, now it's, I think it's only bad news travels on Weibo. It's like, um but,
00:19:38
Speaker
ah seldom advertisers now seldom advertise on weibo weibo is maybe for the entertainment industry for uh entertainers for celebrities uh you know the the hot topic things uh consumers may pay attention to but uh ah Weibo's influence is is less, much, much less now.
Choosing the Right Platform
00:20:13
Speaker
yeah i was just going I was just about to ask you that now, the relevance of Weibo, because obviously it's ah one of the oldest. Yes. And I do appreciate ah many people still, for example, like read the news, like the Sina News, maybe read it on Weibo or something like that.
00:20:30
Speaker
But I think you've answered that pretty well. And then on WeChat itself, ah you also just mentioned it's like more of an older ah group from people from their 40s and upwards.
00:20:42
Speaker
Because obviously people are using WeChat for everything else in their lives, paying the utility bills and everything else. um but And WeChat was always the talk of talent for the last 10 years. but But it seems that that that has actually really shifted all now towards Xiangshu.
00:20:59
Speaker
Yeah. I mean, if you were to like pick one platform ah to use in China, would it be Xia Hongshu? ah It really depends on which industry you are in.
00:21:13
Speaker
for If you are lifestyle brands, your fashion or your to see brands, definitely you use Xiao Hong Shu. But if you are a mass brand, maybe still you want to use Douyin because it reaches but more more users in China.
00:21:34
Speaker
I just wanted to ask, often, you know, we'll we'll get foreign brands, especially travel brands, who ask us, there's so many different platforms that they don't understand. So there's no Note, there's Douyin, but then they also have Bilibili, they have Kuaishou even, they have, I think, Xigua, then there's Weibo and WeChat and your shipping hall.
00:21:56
Speaker
um What is the easiest way for foreign travel brands to understand the difference? You know, i think i think we know kind of what Red Note is about, what Douyin is about, but what about the smaller ones like Bilibili and perhaps even Kwai Shou?
00:22:13
Speaker
Bilibili now, it's interesting, in the past Bilibili, the users are the Z z generation ah users, but Bilibili now it's like you can do longer video posts on Bilibili.
00:22:32
Speaker
it It's like, um the KOLs on Bilibili are really those experts. For instance, maybe it's ah experts on Zhen Huan Zhuan.
00:22:51
Speaker
You know, that that that the the Qing Dynasty um ah TV series, very popular, still very popular right now.
00:23:02
Speaker
but but Maybe there's an expert. he ah He or she can do very in-depth stories. Each episode, maybe in one episode, it's only 40 minutes.
00:23:17
Speaker
Maybe that expert can use... ah triple time to explain why she or if he speaks this way, her expression meaning what, this kind of thing.
00:23:35
Speaker
So you you can, there's followers on Bilibili. It's like Bilibili now it's it's it's like more educational.
00:23:47
Speaker
or it's a bit different. Or or if you are you you like again ah ah you you'd like ah especially the Japanese you know comic animation stories, you go up to Bilibili.
00:24:06
Speaker
ah And for advertisers, sometimes those experts or influencers on Bilibili. For instance, when I work with some sports brands, Nike, Anta, or Philo,
00:24:20
Speaker
There are certain bloggers on Bilibili. They are really experts and they have big followers. So when we have new um products, we always go to these bloggers because they they are trusted by by these followers.
00:24:39
Speaker
So that the trust between Bilibili's bloggers and their followers are deep. But for instance for Douyin, maybe it's it's not the trust or the blockers are not that professional they are not experts but they are more entertaining I like the blogger on Douyin because he's handsome he has muscles or maybe he's um he he's kind of doing a lot of funny thing funny studios so and also these people Douyin bloggers have big influence but the
00:25:24
Speaker
ah their relations with their followers are a bit different. Usually Douyin users are are ah ah using Douyin for entertainment, for leisure, for fun.
00:25:40
Speaker
But for Bilibili, it's like we want to know things. Maybe we we go on to Bilibili.
00:25:48
Speaker
but But my comments are still kind of generalization. it's Still, there are different on bloggers on Douyin.
00:26:00
Speaker
um my my but But it's it's a generalization. I understand. And just for interest's sake, i know Kuaishou is not as um high value as I understand it as, for example, Bilibili or Red Note.
00:26:15
Speaker
But ah do you encounter a lot of Kuaishou at all? Kuaishou, it's more for their users are more, not entirely, but more of their users are from the ah third or fourth or you know fifth tier cities in in china also i think they they go to quite so it's for entertainment uh for for leisure rather than for um for being educated or you know or look looking for uh some uh
00:27:03
Speaker
ah the beautiful life, it's different.
00:27:09
Speaker
That's interesting. um Speaking about bloggers and influencers, um so if you were a foreign company or organization or even in the tourism sense, if you were like a national tourism board or if you were a hotel and resorts group located overseas,
00:27:28
Speaker
And you are looking to attract Chinese tourists. And one of your campaigns is going to be focused on bringing Chinese influences and making use of them to promote your brand, your product overseas.
00:27:44
Speaker
how How would you advise to go about that? Where do you find the influencers?
Selecting Trustworthy Influencers
00:27:51
Speaker
How do you audit them? ah Because I mean, like obviously in China is always big numbers, right? like Like I put five million followers, I put 200,000 followers. It always sounds better than what it is in the West. Essentially, the numbers always big.
00:28:07
Speaker
um But I can imagine that there's also people that are pushing it a little bit farther, not being entirely honest with the the real situation. how How does one go about to yeah identify influencers, audit them and ah how how to engage with them? Any tips that you can share?
00:28:28
Speaker
ah ah First, this is we always say whether the blogger, his or her content or his profile are relevant ah to to the brand.
00:28:44
Speaker
brand relevance is important. If we are um we are a tourist ah organization, maybe I don't go for fashion bloggers, I go for you know ah many auto or a car bloggers.
00:29:07
Speaker
you know Some car have also big followers but maybe we we don't go for them So brand relevance, I think is first thing. um The second thing is ah whether the bloggers, followers, the profile are relevant for the brand
00:29:32
Speaker
users. I mean, ah the profile are similar. did This is the second thing. And the third thing is, like you said, whether you see the posts, you see everything,
00:29:43
Speaker
you see everything whether their engagement are true or not. I think now there are as tools can identify whether the likes, the impressions, the followers are true or not, or whether their followers are true or not. I think there are tools to identify.
00:30:05
Speaker
and And also whether their content are interesting some bloggers especially those with big followers not all but some they they only um because they have big followers they know advertisers will come to them but some bloggers still do really very good content creative ah with creative angles or with different angles to feature the brand.
00:30:41
Speaker
that that's That's, you know, ah wait we we like to work with more. And also, ah with bloggers, I think we we also need to watch out whether these bloggers will um halfang gova It's like celebrities, you know celebrities sometimes, especially the Chinese celebrities, it seems they are so easy to...
00:31:14
Speaker
half on p on the english Taofeng basically would be that you know someone has an image as a celebrity like they're a family man but then they you know they have an affair or they cheat on their wife. Yeah, yeah, yeah.
00:31:31
Speaker
Like bad things. But some KOLs also sometimes maybe we we see now some ah big bloggers um if they don't handle maybe consumer complaints well, or even ah you know we see they sell or they sell ah or or or they have some fake numbers or something.
00:32:02
Speaker
If the bloggers with bad reputation, you you need also to watch out for for this. ah and And also it's it's like we say r ROI, sometimes some KOLs ask how to do this.
00:32:19
Speaker
ask higher prices however the de deliverable are not worthy so i think not any brand has you know so much ah advertising budget so you you need to choose the uh with the better r roi and also i will say it's it's uh because they are people.
00:32:51
Speaker
So sometimes it's whether ah um the brands, the people in charge will have a good chemistry with those KOLs.
00:33:05
Speaker
That's also very important. Or sometimes if our clients We think the KOLs maybe are good, are professional, they do good content, but our clients just don't look hate them.
00:33:21
Speaker
I don't know why. So chemistry is also very important.
00:33:27
Speaker
I certainly you didn't think about that. And then on on the topic, i mean and this is probably going to be an impossible question to answer, but I'm going to just try to give people out there a bit of an idea.
00:33:39
Speaker
i mean, how much does it cost to engage to hire an influencer from China?
Influencer Hiring Costs
00:33:45
Speaker
ah Like where would it start and where would it end? Very, very roughly.
00:33:51
Speaker
but it did Because we work with these followers, these KOLs constantly, ah so we know that maybe in different sectors, there are some you know top KOLs. We have a ah big database of...
00:34:09
Speaker
like which sector, know the the top KOLs, who are they? And um maybe the mid-level, who are they? And sometimes we say that not only KOLs, we also say KOCs, key opinion consumers.
00:34:29
Speaker
ye ah They don't have... ah big followers as those KOLs. Maybe they have only 10K, 30K, but we know that their followers are very ah you know loyal to the bloggers. Even some posts can generate many leads.
00:34:56
Speaker
um I think you need to find ah for brands, you need to find an agency or MCN something with good track record.
00:35:15
Speaker
Then you know that they can find these the right, the proper KOLs, KLCs for you. um that That's one thing.
00:35:29
Speaker
And also, um
00:35:32
Speaker
it it's sometimes when we pick KOLs, we, of course, we will consider whether the budget from clients, budget is a thing that we need to consider most.
00:35:51
Speaker
we We sometimes clients, um they They don't have that big budget, but they want the top KOLs.
00:36:05
Speaker
Usually we will suggest that we because of the track record of some not that big KOLs, you use this budget, but I think the ROI will will worth be be worthy of your budget.
00:36:23
Speaker
ah Not necessarily you need to go to like Li Jiaqi, go to you know ah those top bloggers. um So I think budget is also, we need to consider a lot.
00:36:40
Speaker
then it's whether these bloggers are they easy to work with. But then it's, if you're new in town, then you need to find a trusted partner or agency to work for you.
00:36:57
Speaker
Or else, ah because there are so many different, no matter it's bloggers, you know, agencies, you know, and it's easy for you to spend a lot of money, but getting really poor results.
00:37:16
Speaker
yeah yeah Is it possible to give a ah small example of ah influencer price and rough expected return on investment um ah for for for any industry, just just to get a little bit of an idea?
00:37:36
Speaker
um because now uh uh and also it's a bit different uh from china you know doing advertising doing communications in china it's different uh from doing pr advertising in the west uh brands in china no matter is a chinese brand or our international brand in the past they ah sometimes you you do PR advertising you say it will create it will be good for our brand but in China they always ah ah the brands
00:38:24
Speaker
they they only want some, it if I spend this money, I will get immediate return. No matter it's the rise of my sales or you this this campaign will get me ah the leads I want.
00:38:41
Speaker
So you just judge this. Whether if you're doing, no matter it's a KOL tour to a destination, you will want whether because of of this campaign, whether it generated the leads, the sales leads I want, or sometimes they will generate sales, direct sales.
00:39:07
Speaker
That's the main difference from doing PR communications, advertising in China and the West. In the West, sometimes if if you do that, you think anyway, it it it will build up my brand equities.
00:39:22
Speaker
But in China, um we we ah the brands always want direct results. it sell It's sales, it's the leads.
00:39:34
Speaker
Yeah. and
00:39:39
Speaker
uh for brands or you are new in town uh you you you can i i would suggest that you don't do a big campaign in a a market you are not familiar but you can try out try out with um uh an agency to see whether this this campaign, this investment, get the results i I want or this investment is worthwhile.
00:40:11
Speaker
yeah Then you work with that agency further. Once the agency can deliver, then you can spend more with them. If you are new and and in in in in this market, don't just spend huge.
00:40:29
Speaker
Yeah. to start with, sometimes you you it's easy for you to ah said killed us in mouth and it do you you're your money, it's it's it's just wasted.
00:40:43
Speaker
Totally. So just step by step, test out the market. Yes. Yeah. To build the trust. Yeah. And move incrementally. ah We've been churning quite a bit now and I don't want to keep you for too long. My my last ah question from my side, at least, ah David, is if you were in charge of a country that is a tourist destination. It's got, it's got decent safety, it's got ah nice attractions to see, it's got decent food.
00:41:15
Speaker
um And to date, they haven't been that successful in attracting Chinese tourists.
Attracting Chinese Tourists
00:41:23
Speaker
And um I mean, just in like one or two or three basic points, if you were in charge of ah the tourism promotion of such a country for the China market, what what would you do? What would you do to get Chinese tourists to visit a country that they've kind of been ignoring to date?
00:41:44
Speaker
ah I think ah don't worry because Chinese tourists now, outbound tourists, it's... um ah What do you say? um They look for different destinations.
00:42:00
Speaker
I think for for Chinese tourists, the first outbound destination is Japan. um Then it's maybe Asia.
00:42:11
Speaker
then maybe it's Europe or something. But there are also tourists, Chinese outbound tourists, want to go to some niche destinations. Not that popular, you know, but rather it has its own uniqueness.
00:42:30
Speaker
So I think you first, you you you you need to know what you can offer. And your offering will attract different you know, consumers.
00:42:44
Speaker
ah so So you you don't do mass marketing. Rather, you you know that if you know your offering can are appealing to certain consumer profiles, then you use the consumer profile to match the relevant KOLs.
00:43:10
Speaker
ah Sometimes the the posts of these KOLs can create the results that will surprise you. but you You don't do advertising, but I think KOL tools are really very worthwhile.
00:43:28
Speaker
But then you need to pick the right KOLs. You know, some KOLs, they are maybe in in tourism industry, they are known faces. But because they are so popular, they promote different destinations.
00:43:44
Speaker
Then, ah Their followers you know know all these are all paid kind of things. But yeah yeah you need to find the right KOLs or KLCs.
00:43:58
Speaker
the right kill else or kill c ah to to attract their ah followers to come to your destinations while you have really very unique offerings.
00:44:14
Speaker
And really Chinese tourists, because... ah yeah it's seasoned now. it's It's not that they are they are not seasoned.
00:44:25
Speaker
Some Chinese tourists are seasoned, and they don't want to go to two crowded destinations. ah Maybe...
00:44:37
Speaker
Ibis Islands so these are too crowded they they they want to find maybe it's it's some small towns in Italy or some isolated islands in in Greece um or or in good you know Cape Town or something we have I think because Chinese have such a big population,
00:45:03
Speaker
you there are a part of the population are already good enough for your destination. Yeah, totally. I would absolutely agree with that.
00:45:16
Speaker
Well, David, um we have been chatting for quite a bit. And like I said, this has been awesome. This has been really wonderful. As always, I've learned a lot from from this chat.
00:45:29
Speaker
And um I'm very confident that our listeners will be learning a heck of a lot about this. So yeah ladies ladies and gentlemen, this is David Liu.
00:45:39
Speaker
He clearly knows about influencers, KOLs. um So I'm sure it's pretty easy to find him. um But thank you from the bottom of my heart, David. Thank you so much for being on our show. And yeah, look forward to chatting you in the future again.
00:45:56
Speaker
Yeah. Next time when we we met, you need to treat me to a very good meal. That's a deal. 100% deal. Great, David.
00:46:06
Speaker
Have a good rest your day. Yeah. Thank you. Thanks, David. Thanks, guys. Bye-bye. Bye-bye. If you have any questions or comments about the topics discussed in today's episode, feel free to send us an email at marketingatcconsulting.com.cn or contact us on our LinkedIn profile by searching for Create Consulting China.
00:46:28
Speaker
We look forward to hearing from you.