旅游行业：重返国际市场的中国游客

20239 1 Who-What-Where 2 2 2023 3200 :;20233 2023 700%+ 2023 300%+ 2019 2019vs2023 2023 JanFebMarApr 4 : MayJun 2023 32%+ 30,000RMB+ ;5 6 2023 (11 –630) # # # # 44% 202311-630 RMB30,000 /// / / / / / / / / / / /// / 35 72% 55% 72% 7 PSYCHOGRAPHICS TRAVELPREFERENCES DEMOGRAPHICPOPULATIONS MEDIAPRACTICESCONTENTPROMPTS 推动特定人群的消费者旅程，从大量媒介触点中选择关键的决策点来切入并影响消费者 8 2023 2023 925 10 14 2023 1 1 6 30 7 1 8 31 7 31 1 N/A 2 5.3~7 3 5 4 2 5 5 6 12~14 7 N/A 8 0.85 9 0.36 10 2 H2 Q2 Q1 9 20232024 2024Q1 2023H2 2023Q2 2023Q1 ICEBREAKING TRIAL RECOVERY&THRIVING SOARUP 10 2,545 -70% 1,239 35%30%22%12% 10% 15% 776 17% -21% 11% 615 -18% 49% 34% 6% 507 +145% 76% 25%49% 17% -7 18% 64% 201920202021202220231 ) :AdPower(,,,),(),CODC(11 2022 20235 “G‘day” 20233 12 202211,2000 20233 318” BOSS 2 1 4000 20233 20231 : 13 /IP IP / DTC 20235JDG“” KOL/OTA KOL CDP/CRM CDP/CRM 20236KOL"" 10001.5 Merkle 14 30% 30% 30% vlog 10% 48% 38% 8% 6% 82% : ,2023 4-7 ;CCL,202315 77% 874%。 931% 数据来源:千瓜,爱彼迎,携程集团16 2024 17 2023 2024 DTC KOL 18 2023 5P CCS CCL QUESTMOBILE 17 & && :CCS,QuestMobile,,CCL,20 18-24 8K+ 25-35 35-50 15K+ 40K+ && 30-45 15K+ & 50-65 10K+ & :CCS,QuestMobile, :/// 21 5.8 0.7 OTA ) 20237 app ; QuestMobile18RMB3k22 JournalofTourismFutures,TheeffectofsocialmediaontravelplanningprocessbyChinesetourists:thewayforwardtotourismfutures,2022 &-UGC/PGC - & & -KOL- / --PGC-- 23 • • 年轻人旅游 1周 : 2023925-1014 721 FreshSafarist •• •• 15 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 80% 21-24 42% 5th : : : # # # # # # # # #25 FreshSafarist " -20 # # HelloKittyJR Airbnb # 10,000RMB #10 # /7 # plogrepo ## 26 :CCS,QuestMobile;-- EXPERIENCEHUNTER • 1周 : 2023925-1014 721 ExperienceHunter •• 72% & 53% •• 15 2nd 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 28 ExperienceHunter ” Bilibili vlog" -32 #ultra Plog& 29 # # /5 Instagram,Naver, Kakaotalk; # # # :CCS,QuestMobile;-- 20,000RMB ELITECONNOISSEUR • • 小群体 1-2周 : 2023925-1014 721 EliteConnoisseur 精英探享 •• 72% 一线&新一线 53% 年龄35-40 •• 15 1st 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 31 EliteConnoisseur ” -38 DTC # # 8 # VIP 50,000RMB /10 DTC plog 32 :CCS,QuestMobile;-- FAMILYJOY 34 • • 小群体 1周 : 2023925-1014 721 FamilyJoy 幸福之家 •• •• 15 74% 一线&新一线 39% 年龄36-40 3rd 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. FamilyJoy . -2, # plog 40,000RMB 2 5 /6 plog 2& && & # # # 35 :CCS,QuestMobile;-- SHININGSILVER • • : 2023925-1014 721 ShiningSilver •• 4th 15 75% & 62% 50-55 •• 2-3 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 37 ShiningSilver “ ” -63 30,000RMB & plog /10 plog 38 :CCS,QuestMobile;-- DTC , , ,KOL , , ,KOL, , UGC & (CCS\CCL\Merkury) () & (\Merkury) & (Merkle\Merkury) AmiQian CEO Ami.Qian@carat.com MaggieLin IntegratedStrategyLeadMaggie.Lin1@dentsu.com MaxLee IntegratedPlanningLeadMax.Lee@carat.com 20239