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Ctrip Platform 2 Shopping Program 3 Marketing Plan CONTENTS 1 CtripPlatform Platform 1 Ctrip NASDAQ About Ctrip 2003 established 2 1999 Market Shares 50% CTRIP Branches over Employees 17 30000 NO.1 members 250 million Chinese Online Travel Agency Main Business Hotel Flight Vacation Trains Travel Guide Shopping 1 Ctrip Platform Ctrip Strengths Unique Platform: No 1. integrated OTA “provides one-stop travel services to all Chinese tourists” Highest volume of registered members: >250million members “Over 40% at Tier 1 cities in China” Best members quality: Loyal customers with high return-rate “customers choose Ctrip based on service received instead of price; target on Middle-Up endcustomers Large marketing exposure: Marketing coverage by Ctrip.com “Ctrip.com has >1,280,000 daily PV and 2million+ daily transactions” Large market share: Ctrip dominated OTA market in China “In 2014, 5,755,177 individual members booked outbound travel services through Ctrip” Sustainable development: $ 1.2 billion net revenues in 2014 “36% growth versus 2013” 2 Shopping Platform Business Model Ctrip Store 1. Get offers from stores 2. Promote brands/stores 3. Deliver co-op merchants information to Ctrip tourists 4. Cash reward back to Ctrip tourist’s account which can be withdrawal 1. Provide offers to Ctrip tourists (Discount Card /Coupon/In-store Gift/Special VIP service ) 2. Pay commission (benchmark over 10%) to Ctrip based on Ctrip tourists’ consumption in the store Tourist 1. Get promotion information from Ctrip before and during the trip 2. Enjoy special privileges when they’re identified as Ctrip members 3. Obtain cash rebate from Ctrip 2 Shopping Platform Customer Experience 01 02 Travel Channel Flight Hotel Rental Car Wifi Etc On-spot Shopping Get Shopping info Book a Trip Before & During the trip Ctrip Web/APP SMS EDM Weibo/Wechat Geo-fencing 03 Cash rewards 04 Identify Ctrip Customers Ctrip Code* Coupon/voucher VIP services Cash rebate to Ctrip account Buy more and get more rewards 2 Shopping Platform Identification & Tracking Option I. Ctrip Code 1. Customer pays with the normal retail price at cashier and meanwhile show the Ctrip Code to receive cash rewards afterwards. 2. Cashier manual inputs the transaction into the SCWC system 2 Shopping Platform Identification & Tracking Option II. E-voucher 1. Customer use E-voucher to pay with discounted price at cashier 2. Cashier scans the E-voucher’s bar code and automatically record the transactions for Ctrip 3 MarketingPlan Planning Marketing Possible Resources Brand new “Shopping Chic with Ctrip” channel on ctrip.com & Ctrip APP Cross marketing with Ctrip all travel channels • Approach target customers • Shopping information to Ctrip members after making Tickets/ Hotel/ Vacation reservations • Shopping banner under Tickets/ Hotel/ Vacation channels • Exclusively introduction page under Travel Guide Channel 3 MarketingPlan Planning Marketing Ctrip Web 3 MarketingPlan Planning Marketing Ctrip APP 3 MarketingPlan Planning Marketing Possible Resources Promotional banner on Ctrip Shopping Homepage Shopping information push to Ctrip members via Wechat, Weibo; Effective marketing: In-time text message &EDM send to Ctrip member after booking overseas flight/hotel Geo-Fencing & On-Trip Recommendation 3 Marketing Plan Our Partners Travel Promotions/Campaigns All Around the trip Store Information Destination Shops and Offers Geo fencing/On-trip Notification During the Trip Before the Trip Destination Shops and Offers LBS: Locations, GPS Coupons/gifts Shopping Information/Promotions After the Trip On-spot shopping Reviews/Feedback Tax refund Cash rewards Destination Shops and Offers Our Partners More is coming…… Our Partners More is coming…… More is coming…… Thank you!