This is an article from China Travel Daily.It appears as part of the tnooz sponsored content initiative. Amazon, Facebook, Google are already good examples of ecosystems that cannot be ignored by merchants and advertisers.

But, the challenge is more pressing for foreign brands, including travel companies, when it comes to dealing with the trio of Baidu, Alibaba and Tencent (BAT). A marketing technology stack that a foreign company has set up for a non-Chinese market isn’t likely to operate straight out of the box in China.

Another example, as shared by IHG, is a market-specific consideration of demand side platforms and data management platforms as far as China is concerned. The trio of BAT operates in silos, inhibiting the ability to run data-driven campaigns.

And with massive traffic that resides in these ecosystems users continuously find more reasons to stick to them, brands, too, need to go with the flow. In this context, what Alibaba is doing, clearly indicates that the group isn’t just focused on digital commerce, but rather it is about being an integral part of the lifestyle of the consumers.

Be it for flagship stores, loyalty benefits, content consumption (reviews, destination content etc.) and facilitating payment via Alipay, brands like Lufthansa, Marriott and American Airlines have signed significant deals in the last eight to 12 months to capitalize on what Alibaba’s Fliggy has to offer. Other than facilitating transactions, there is plenty more to read into why Fliggy is being favored by foreign travel brands at this juncture. Read more from…

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