Your Passportto the LUCRATIVECHINESE TRAVEL

MARKET

YOUR PASSPORTto the

LUCRATIVECHINESE

TRAVEL MARKET

The Market

• Chinese outbound travel is the fastest growing in the world.

• The WTO predicts 120 million travellers by 2020.

• Of the 400 million Chinese internet users and 600 million mobile phone users, 67% use the internet to get tourism information and make travel decisions.

• 89% of licensed Outbound Tour Operators in China believe the internet is the most efficient way to reach Chinese consumers.

65 Million Chinese travelled abroad last year

Some important facts about your audience…

• According to a recent report by Boston Consulting, Chinese consumers rely heavily on their peers and celebrity endorsements when making purchasing decisions.

• Chinese consumers’ recognition and preference for brands is quite different from mature markets.

• Affluent consumers in China often do not have a baseline knowledge and are ravenous for information. They are more likely to consult blogs, social networks and user and celebrity review sites for information.

• In a nation where 80% of people are first-time buyers, they rely heavily on the advice of friends and family, as well as on social media, when it comes to choosing a car says Asia Media Journal.

• Today in China, the use of celebrity endorsers as a marketing communication strategy in mainstream advertising is a winning formula to build corporate image and market products.

The Market

Some important facts about your audience…

• CR Nielsen reports that Chinese consumers make 60% of their purchase decisions based on referral. Word of mouth is king in China. Social media rules.

• Professor Kara Chan of the Hong Kong University Department of Communications confirms that:

• As the Chinese culture is said to be collective: it is expected that social relations—celebrity-mediated—plays a pivotal role in consumer habits.

• Imitation of celebrity models are positive predictors of materialism. The Chinese purchase decisions are influenced by the social relations, including both personal interaction and celebrity-media communications.

• Consumers reported that they were more likely to use products endorsed by entertainers.

The Market

More than a website…It’s a destination and a meeting place to immerse your brand in the Chinese psyche

• Owned and run by ZZY

• Connected to her fans 365 days a year

• 5 million true Weibo fans and growing. In China celebrities can purchase fans at 200RMB per 4000 fans. Zhang Ziyi has never purchased fans!

• Expresses her unique voice with passion, authenticity, authority and intelligence

• Interactive, intimate and sharing

• Multi-layered and impactful

• ZZY Stamp of Approval with eCommerce

You can connect to your audience with ZZY365

• Female, aged between 21 and 35. This group identifies with Z and relates to her experiences in their own life journeys. They are independent, enjoy travelling and are motivated by career success.

• Older, predominantly female, 35–50. This group shares Z’s thinking on family life, philanthropy and sustainability. They have experience of life and appreciate it. They are big travelers. They are clear on what is important to them.

• 18–35 males. As an independent and sophisticated modern woman, Z is an object of desire and admiration for this group. They are captivated by Z’s representation of the modern woman who knows what she wants.

• Male and female contemporaries, not age specific. This group is stimulated and engaged by Z’s career and film projects. They are actors, artists, producers and media entrepreneurs. They respect her professionally and look out for the projects she is involved with.

• Over half of all outbound travelers are aged between 25 and 44. At least 70% are traveling for leisure purposes and 80% travel in groups. Trips average 8–15 days and 35% of their spend is on shopping. Over 70% stay in paid accommodation.

ZZY’s audience is your audience

• The Daughter of China, its most famous and influential global star—a bridge between East and West.

• China’s most prominent tastemaker and influencer—a role model and inspiration.

• A fashion icon and luxury brand favorite.

• Hard-working and principled.

• Accessible yet aspirational.

• In 2011, Forbes magazine named ZZY as the woman with the most social influence in China. This is her seventh consecutive year in number one position on this “Most Influential” list.

Why ZZY the Perfect Partner

ZZY is…

Notable films include:• Crouching Tiger, Hidden

Dragon • Rush Hour 2• Hero• 2046• House of Flying Daggers• Memoirs of a Geisha• The Banquet• Forever Enthralled• Sophie’s Revenge• Love For Life

ZZY’s substantial body of work keeps her in the news

A snapshot of her Chinese and international blockbusters...

Upcoming films include:

• The Grandmasters• Dangerous Liaisons• Untitled Qing Hua Story• 1949• Sophie’s Revenge Prequel

What zzy365 Offers

SeeVideos &

video-blogs

Photoshoots & Private

photos

Appearance

s

HearA Forum for Fans

LookStyle

Hair

Make-up

Fashion

FindOnline store

Shopping tips

Traveling secrets

Participate

Competitions

Comments

Interviews

Editorial

Blogs

For those who like diagrams . . .

Your Brand story can be told in many places on zzy365Content is powerful when it is connected to telling your

story

Work:Latest films and Special Projects

Social networking:Z’s Daily Life

Product Promotion:

Competitions andSpecial Events

ZZY NewsVideos & PhotosIntimate access

in ZZY’s own voice

Philanthropy:

Inspiration and

Empowerment

ZZY news – Brand messages presented in clever, creative and newsworthy ways in micro-blogs, video diaries, mini-documentaries. Access to all media partners.

Film – Competitions for set visits compliments of Brand, opportunities to win tickets to the premiere of ZZY’s movies, special screenings, meet and greets.

Products – Brand featured through zzy365 with personal anecdotes of how she uses them and what she thinks of them. ZZY’s stamp of approval, available through zzy365 web store.

How we can work together

Philanthropy – Use of ZZY’s with philanthropy partners to create goodwill initiatives. Challenge fans to participate in doing good and win prizes from Brand (See Sample Life Cycle on slide 16).

Social Network/Daily Life – Up close and personal Brand placement and interaction with ZZY’s intimate circle.

How we can work together

Examples of how we can work together

Competitions•Treasure hunts

•Story-telling thru (photos, videos)

•Sweepstakes

•Trips

•Travel related experiences

Prizes•Travel trips

•Film-related events

•Opportunities to meet ZZY

•Shopping sprees

•Brand products

Cross Promotions•Strategically timed webcasts and live chats with ZZY, brought to fans by Brand.

•Inspiring messages and fun facts linked to Weibo.

•Mobile SMS cross messaging; voting on Brand-driven creatives featuring ZZY.

How we broadcast your story

The different ways you can

get your message across

• Microblogs

• Fashion blogs

• Travel blogs

• Videos

• Photos

• Video diaries

• Mini documentaries

• High Profile interviews

• Reviews and Commentary

• Site editorial

• Media partner editorial

• zzy365 Stamp of Approval/eCommerce

Content Life Cycle Example

Content Life Cycle Example

Content Life Cycle Example

Strategic partner:3MIL USD per year

Sponsor:500,000 USD per year

Supplier:100,000 USD per

year

How Much It Costs

Strategic partner:3 MILLION USD per year

How Much It Costs

Strategic Partner Category

Strategic partner

• Creative advertorial and promotional presence on site ( see slides 11–13)

• Front page zzy365 online store

• Visual recommendations updated quarterly (video, stills)

• Editorial recommendations (interviews)

• Event presence

• Click thru to your website

• Usage of zzy365 database

• Exclusivity in your category

• Use of name and image of ZZY for Communications, Editorial, Promotions and Events.

• Banner Ads on the site

• Advertorial on the site

What Our Partner Gets

What Our Partner Gets

ZZY…365 days a year

• Leverage ZZY’s global brand power and influence reaching the Chinese and International communities.

• Enhance Brand Awareness by using ZZY’s existing and growing fan base in China and internationally.

• Engage with the audience by establishing a community and participating in conversations with them.

• Drive sales by generating new prospects in the Chinese and International marketplace.

Sponsor:500,000 USD per year

How Much It Costs

Sponsor Category

Sponsor

• Editorial presence on site and in external print media

• Stills shoot endorsing product

• Interaction between product and fans on social media

• Click thru to your site

• Usage of zzy365 database

Supplier:100,000 USD per year

How Much It Costs

Supplier Category

Supplier

• Mention on zzy365 site

• zzy365 On-line store

• Stamp of Approval

• Usage of zzy365 database

Your Passportto the LUCRATIVECHINESE TRAVEL

MARKET

And finally…

What others say about you has SIGNIFICANTLY MORE IMPACT than what you say about yourself

Your Passportto the LUCRATIVECHINESE TRAVEL

MARKET

Contact

Contact:Hedda Leonardihedda@hedwayinc.comPhone: +1 310 424 8078