How to harness the potential of Weibo, the most used travel platform for Chinese millennials

first_imgSimon Properties is a global operator of real estate and shopping centers with over 200 of them throughout the United States. The company has an official Weibo account that serves as an inspiration to potential visitors by highlighting shopping malls, outlets, brands and experiences. Imagine two 26-year-old Chinese women planning a trip to California. In addition to sightseeing, they are also hoping for shopping. The reservation is made 60 days in advance which gives them enough time to prepare and make a travel plan. Both women have been active on Weibo for the past six years and use the social platform to consume news, fashion trends, and interact with friends. Consumer steps This announcement from Simon Properties ’official Weibo account highlights the Desert Hills Premium Outlets located an hour’s drive from Los Angeles. The listed shopping center includes 180 designer stores like the ones listed in the announcement. Conclusion Unlike Instagram, where users follow hashtags, Weibo allows users to search for hashtags that are in trend as well as content created by the users themselves. For example, a search of the hashtag “#LosAngeles” will show what other Weibo users are doing in Los Angeles. This feature allows users to filter out irrelevant or uninteresting content. Weib’s ease of multimedia sharing, live streams and user communities make it a major travel planning tool. Although destination marketing organizations have long recognized Weibo’s power, many have struggled to understand its value and how it fits into China’s social media strategy. Destination profile In a recent survey, Chinese marketing agency Mailman X surveyed 100 Chinese millennials about online travel planning platform preferences. The answers were mostly based on the most famous online travel agencies in China, but still Weibo was mentioned the most times, reports Skift. Consumer understanding is paramount. How young Chinese travelers use Weibo to plan their trips and how destinations can take advantage of the platform’s capabilities, you can read below. The two women will explore the best places to buy famous brands in California. Through their online acquaintances, they will notice Simon Shopping Destinations, a place that is popular among Chinese tourists, and will follow the company’s official profile. Millennial traveler profilecenter_img Destination steps Simon Properties has eight malls and outlets located within a two-hour drive of Los Angeles. In terms of Weibo strategy, it is crucial to ensure that each post contains hashtags such as “#LosAngeles” or “#LA”. This means that the posts will appear on the Weibo user pages of Chinese travelers as they explore California. Source / photo: Shift; Weibo CHINESE TOURIST MARKET – LATEST INDICATORS AND TRENDS Simon Properties ’Weibo account is a powerful source where Chinese travelers can find out information about one of California’s most popular shopping mall chains. They will review content that has already been posted, see which brands are on offer, and check available locations. They want to ensure the best shopping experience, and that includes checking for upcoming discounts, as well as other shopping experiences and benefits. Any good social media strategy should deal with highlighting new activities, restaurants, hotels, parks. It is important to focus on what is new and provide passengers with valid reasons to spend as much time as possible at the destination. As Weibo evolved, so did the behavior of its users. Those seeking to advertise to Chinese tourists need to be visible in China’s digital space and understand how potential consumers use the platform to create relevant content. RELATED NEWS: The hashtag “#LosAngeles” has more than 90 million views and over 128 thousand discussions on the topic. Simon Properties’ goal is to touch this sphere of Weibo and become part of conversations.last_img read more

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EDITORIAL: Poverty in America must be addressed seriously

first_imgIn America poverty is a subject that is both misunderstood, or refused to be understood, and in denial.Earlier this year a UN report indicated that over 40 million Americans were living in poverty. In America those living in poverty are usually measured by the Federal Policy Guidelines, which is basically an income level determined by the Department of Health and Social Services in conjunction with the US Census Bureau.Poverty guidelines The current poverty guideline for a single American is an annual income of $12,140; a typical family of four $25,100; and up to $42,380 for a family of eight people. Those earning below these incomes are regarded as poor. However, this is misleading. A family of eight, for example, may consists of only two members who are earning Florida’s hourly minimum wage of $8.25 for 40 hours per week. That couple would together earn $34,320 way below the poverty guideline for that family. Taking the typical family of four, with two members earning the Florida minimum wage of $8.25, the joint income of $34,320 seem significantly above the poverty guideline. From this income the family has inescapable expenses of rent, food, utilities, transportation, healthcare. This leaves a family leaving even in a low-income community paying rent, say an average of $1,000 per month for a 2-bedroom home almost no disposable income. And, should one of the two employed adults lose a pay check one month, the family could face the real prospect of homelessness.In the examples above, It’s assumed those employed, although earning minimum wages, are full-time employed,  working 40-hours weekly. But, there are many workers, including laborers, restaurant workers, home and office cleaners, gardeners, airport ancillary workers, etc. who work part-time, less than 40 hours weekly, and find themselves either on the periphery, or under, the poverty guidelines.UnderemploymentAlthough the nation has been reporting impressive employment data, there are millions of Americans of all races, genders and ages who are underemployed. These unfortunate Americans have jobs but are earning incomes below the poverty rate and are dependent on state or federal government for subsistence.There’s the case of a single woman with three children, who, although employed and receiving food stamps after paying rent and other domestic expenses live on $2 per-day for transportation to and work, and lunch. Several days she’s forced to go without lunch, in order to pay bus fare, except for the days she’s lucky to get a ride or walk the four-miles to and from work. Middle-class povertyPoverty isn’t aligned to those earning, or below, minimum wages. Poverty also plagues many middle-class families. Accustomed to living in suburban homes, those in the middle class although earning incomes above the poverty guidelines live on the edge of poverty because home rental has increased significantly. For many middle-class residents after paying monthly rent, very little is left for food, utilities, petrol and to meet other necessary expenses.Then there are the retirees living mostly on Social Security benefits, who having experienced precipitous decline in their income can hardly afford rent or mortgage payments and are unable to purchase adequate food. Political candidates avoiding issue During the current campaign for the November 6 general elections some candidates seem determined to avoid addressing the issue of poverty. Those who address the issue are often accused of holding on to an unacceptable ideology.  But, the plain truth is too many Americans, too many South Floridians, are living in real poverty; existing without the required income to afford proper housing, food, healthcare, clothing and other basic necessities.Driving around South Florida late at night one may see several vehicles parked in parking lots of stores, supermarkets, and malls.  Most of these are not vehicles abandoned because of mechanical defect, but are vehicles with people, individuals and families, sleeping in them because they are homeless.Hundreds of South Floridians, although employed, find it difficult to find the two or three-month deposit required to pay down on residential rental. So some sleep in their vehicles, and use restaurant restrooms for their personal hygiene.Every candidate seeking public office in Florida are urged to be prepared to take measures to alleviate poverty if elected. One way to begin is to ensure workers earn living wages that ensures they can provide shelter and food for themselves and their families. It cannot be tolerated that over 40 million Americans are living in poverty, including over 5 million living in absolute poverty comparable to poverty in some of the world poorest countries. This type of poverty should not be happening in America. The nation can do better.last_img read more

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Trump to present Tiger Woods with Presidential Medal of Freedom

first_imgFifteen-time major winner Tiger Woods will be presented with America’s highest civilian honour by President Donald Trump in Washington next week.The 43-year-old, who won the Masters at Augusta in April, will receive the Presidential Medal of Freedom at a White House ceremony on Monday, 6 May.American Woods overcame persistent injury problems – including four back operations culminating in fusion surgery in April 2017 – to win his first major title for 11 years with a one-shot victory at Augusta.Trump had already revealed in a tweet last month that Woods was to receive the honour following his performance at the Masters.The Presidential Medal of Freedom, introduced by John F Kennedy in 1963, recognises “individuals who have made exceptional contributions to the security or national interests of America, to world peace, or to cultural or other significant public or private endeavours”.Woods is the fourth golfer to receive the accolade, after Jack Nicklaus, Arnold Palmer and the PGA Tour’s first black player, Charlie Sifford.Billie Jean King and Michael Jordan are among other athletes to win the award.–Source: BBC Sportlast_img read more

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