Paragliding in China is a “Sport full of Ren qing” (人情味的运动). Chinese pilots stay in Paragliding Communities, they fly together and travel together….Some Chinese Paragliding School position themselves as “Paragliding Business School”.
Marketing in China has to link closely to Chinese culture , here are some tips:
1) Digital ad on wechat ( it has 1 billion daily active user which means bascially every Chinese no matter little kid or old grandma use this app with the functions of facebook, intagram, paylpal, game, taxi ordering, food ordering, advertising, working,….)
2) Wechat groups promoting, they are more than100 wechat Paragliding Pilots Groups (like Facebook group or Whatsapp group) . Every group has around 300 to 400 pilots. Promoting in these groups can target directly to the potential buyers.
3) Paragliding school/coach suggestion the mouth to mouth promoting works very well in China since we have a “guanxi” and “renqing” culture.
4) KOL suggestion, very effective marketing idea!
5) Paragliding club/organisation/event(such as CoupeIcare China) promotion
1) Other APPs promotions, such as TIKTOK抖音 (260 000 000) users per day on this trendy Chinese short video App. A lot of Paragliding sites attract tandem clients and students via TIKTOK videos.
Little red book 小红书 200 000 000 users, it is an extremely popular lifestyle App for girls. Some female pilots study paragliding because they have read some articles on this APP
Weibo, Zhihu and so on …..
In March 2019, paraglidingchina.org conducted a 300 minutes interview about the development of paragliding sport in China.
- 100% of people interviewed said “Paragliding is developing so well in China” (1000 new pilots last year)
- 100% of people interviewed said: Paragliding will develop more in terms of new sites, new pilots, new events and flying culture
- 100% of the new pilots buy equipment from coach or from School
- 100% of the new pilots’ first consideration of buying equipment is “coach or school’s recommendation.
- 90% of pilots fly in a group due to Chinese collectivism culture. Paragliding is considered as “social sport” full of “Ren qing wen”in China.
- Wechat is the NO°1 paragliding marketing tool and information channel, all Chinese pilots are in different WeChat pilot groups.
- Attention: More than half of the Chinese pilots are “weekend pilot” due to lack of vacation and relative remote flying sites
