CHINA. Dollar spending is falling among Chinese travellers, according to Jing Daily, content partner of The Moodie Davitt Report.

The publication has highlighted a joint report from Ctrip and the China Tourism Academy which shows that although outbound Chinese travelling is still growing, average dollar spending in the market declined by -14.2% last year from 2016.

The Chinese are great lovers of social media, and can be strongly influenced by popular travel bloggers.
Image: Alasususu/Weibo.

To increase their share of dollars spent, Jing Daily believes that it is vital for brands to understand who influences Chinese outbound traveller spending. With this mind, it scoured the internet to uncover the Chinese travel influencers who “insist on travelling in style”.

The result – a list of seven influential and “fashionable” Chinese travel bloggers – is what Jing Daily describes as “an artful group whose alluring travel posts on social media offer aspirational value and are highly persuasive to consumers”. The publication selected them based on social media followers, the calibre of brands, and aesthetics, among other qualities.

Here’s a brief snapshot of the magnificent seven, numbers of social media followers, and some of the brands they are associated with.

Molly (Weibo 4.7 million followers, WeChat 26k, Meipai 418k, Instagram 781k, Yizhibo 4.8 million)

Molly is the poster child for FIT (free independent traveller) types among younger generations, according to Jing Daily. She’s worked with Tiffany, La Mer and T Galleria by DFS.

Chen Jinghua (Weibo 2 million, WeChat 23.9k, Little Red Book 923.8k)

Chen Jinghua found herself atop Forbes’ ‘2018 30 Under 30 Travel’ list as the founder and CEO of her company Jinghua Chuangdang. Her clients include Tumi, Sony and Chow Tai Took Jewelry.

Chen Jinghua once confessed on her blog that she saw sharing her travel experiences as an escape from her heavy undergraduate workload at Columbia University.
Image: Chen Jinghua/Weibo.

Xiaoxiao Sha (Weibo 1.6 million,Yizhibo: 1.7 million)

Xiao Xiaosha gathered first-hand feedback from her Chinese fans and is now considered an expert on their travel needs. Estée Lauder, La Mer and SK-II are on her client roster. 

Ma Liang (Weibo 3.2 million, WeChat: 30.5k)

Ma Liang is known among Chinese Millennials for his best-selling book that was later adapted into the blockbuster film, A Journey Through Time With AnthonyTommy Hilfiger recently selected him as one of its Tommy Hilfiger Icons.

Phoney Chan (Weibo 808.6k, WeChat 2.5k, Instagram 13k)

Phoney Chan has her own brand (PHO Studio) and has promoted Chinese fashion labels such as Uma Wang and Dongliang.

Tao Liqi (Weibo 1.2 million, Yizhibo 1.2 million)

Tao Liqi is a former magazine editor and went on to become a professional fashion stylist in her own right. She has started her own brand (Triple T) and has promoted the jewellery brand APM Monaco, DFS, and Estée Lauder.

Gong Linxuan (Weibo 275k)

Gong Linxuan is a book author known as an expert on travel trends. He’s been hired to create regular promotional posts by fashion houses such as Yves Saint Laurent, Prada and Louis Vuitton.

Gong Linxuan is a part-time fashion commentator on Weibo who frequently talks about recent runway pieces and fashion campaigns.
Image: Gong Linxuan/Weibo.

Note: For the full profiles of the bloggers and details of their social media handles, visit Jing Daily here.

*This article was originally published by the much-respected JING DAILY, a Moodie Davitt Report content partner.