Marketing Museum to Chinese Tourists
How do we help you to promote your Museum in China?
Online Platforms for Museum
We register and manage your museum on the platforms.
Management of the image of your museum and answers to the questions asked by the users on the forums.
We increase the results of your museum on the search engine
We will send you a detailed report every month and an analysis of the results.
PLATFORMS DIANPING AND MEITUAN
Dianping and Meituan are the most popular applications used by Chinese citizens. They offer different kind of establishments and services such as museum, restaurants, hotels, cinemas, etc. Internet users can visit the profile of the museum that interest them, look at the differents types of exhibits and photos taken by other visitors.
The Dianping and Meituan platforms allow your museum to gain visibility.
Our marketing agency can help you promote your museum on the platforms
BAIDU SEO AND WEBSITE
If you want to target Chinese consumers, the Chinese website is crucial at the planning stage, so you have to develop the web pages of the permanent collections into Chinese. Then, it is essential to create a website in Chinese, because most Chinese have a very low level of English. If you want them to access relevant information such as the menu and the contact form, you have no choice but to translate your website. In addition, a translated website will be better referenced on Baidu.
In fact, Baidu is the most popular search engine in China and Google is blocked by the “Great China Firewall”. You have to adapt to the Chinese environment if you want to have the chance to success in China. So for more visibility you have to cooperate with Baidu.
Our agency specializes in SEO on Baidu and can help you to position itself in the top search results.
Reputation means everything for Chinese customer. They don’t trust to much website or brand Slogan, the most important for them is your image, your reputation. Do you have a good image online? That’s the question. If the answer is “No” you have to quickly fix it, if not you can engage Chinese customer.
The online reputation of your museum is very important, because before going to your museum, the Chinese will usually read the reviews and comments of other users. If there are too many negative opinions against positive reviews, the Chinese Internet user will turn to another restaurant rather than yours.
To do this, there are several ways such as press relations. You can push journalists or bloggers to publish online articles about your museum, which will allow you to get a better reputation.
Social Media Marketing
Chinese tourists are the biggest users of search engine such as Baidu for getting more information about everything, they also use Social media platform.
As 99% of the western social medias are blocked by the ‘’great China Firewall’’, WeChat is the most popular used social network in China. With more than 800 active users and 550 active users on Weibo (a twitter like micro blogging platform).
Wechat it looks like Facebook but offers more features like book a hotel room, buy movie tickets, pay their electricity bill or telephone, book a table at a restaurant, etc. Companies can create an official account. Today, the number stands at 4 million accounts. It allows social network users to subscribe to news related to the company’s activities.
Frequently Asked Question about
Museum Promotion in China
WHY SHOULD I INVEST ONLINE?
The number of Chinese tourists who like to visit the museum is growing fast, with the average growth rate of around 55% from 2006 to 2015. In China, about 9 in 10 have an account on Chinese social network.
For Chinese tourists, visiting museums abroad has also become a favorite attractive activity. The sales of foreign museum tickets rose on Tmall (天猫) and Taobao (淘宝) after parks, live-action performances, and natural attractions in 2016.
For a museum, it is more appropriate to promote online rather than through traditional media.
WHAT IS DIANPING AND MEITUAN?
Dazhong Dianping or 大众 点评 can be translated literally by “public opinion” or “opinion of the people”. As the name suggests, the site allows members to provide advice on services including all physical facilities such as cinemas, spas, karaoke, museum, etc. The website’s priority is to highlight the hospitality establishments. The website also offers discounted rates of interest on the services offered.
The platform has over 140 million users and 40 million reviews.
For museum and other private businesses wishing to use it as a promotional tool, Dianping offers some free features like creating a page with the addition of small pictures on the platform. With the Premium option, museum can post their exhibits on the website and get other benefits.
For some time, the platform Tencent is working with the group, allowing them to offer a simpler use to their users.
As for Meituan, it offers the same functions as Dazhong Dianping.
HOW CAN MY MUSEUM GET A REPUTATION?
Word-of-mouth in China online is very important to the reputation of your museum. There are several ways to build a positive reputation.
– Build and animate a loyal community. Social networks will allow you to build your community and loyalty. While WeChat is the most used social network, Weibo can also allow you to gain reputation and retain new subscribers. This works like a microblog with a limited number of characters. Forums and blogs can also help you gain reputation.
– Use external sources. Relations presses and specialized blogs in the food and drinks are very important to have better visibility and reputation positive online.
The online reputation of your museum is very important, because before going to your museum, the Chinese will usually read the reviews and comments of other users.
WHY USE BAIDU RATHER THAN GOOGLE?
In China, Google is censored by the government and represents only 2% of users in China. The remaining 98% of Internet users in China use Baidu and others Chinese search engine.
The main difference between Google and Baidu is the latter privilege priority in Chinese characters sites. Using these characters is paramount to your site and for all SEO campaigns.
HOW SATISFIED CUSTOMERS OF MY MUSEUM?
Museums will provide a unique experience in order to engage more Chinese visitors with the exhibitions through a different variety of technology such as VR, AR, and other digital techniques.
Those technologies will also provide them the best way to assimilate the culture and understand what artists are trying to express. For Chinese middle-class families, interesting content and educational value are their big concerns when they visit a museum with their children.