Trip.com Group Invests in Multi-Channel Network to Build KOL-Derived Content
By Jason Ren - ChinaTravelNews
Thursday, 7th November 2019

KOLs are recruited and expected to generate an average of 20 videos or posts containing photos and texts each month and also have to coordinate fully with Group’s arrangements for their work.

The Trip.com Group was reported to have established a multi-channel network on travel. According to database portal Qichacha, Shanghai Qiuqiu Technology, a domestic market investment platform of Trip.com Group owned through Shanghai Kehui Venture Capital, has set up Shanghai Chengmeng Culture.

Shanghai Chengmeng Culture is now widely recruiting travel KOLs. The contracted KOLs will get technical support for filming and post-production. The team will also help them manage follower communities and offline meeting events.

These KOLs are expected to generate an average of 20 videos or posts containing photos and texts each month, as well as cooperate fully with Trip.com Group’s work arrangements.

Multi-channel network (MCN) was derived from KOL economy. The MCN model gets financial and institutional support to ensure sustained KOL content output and monetization.

Trip.com Group has been making efforts to build travel content for a while.

The Trip.com Group launched travel content gathering and distribution platform Hydrogen Balloon on April 20, 2018. Its structured content is distributed to the travel and lifestyle communities of Qunar, Tongcheng and Baidu.

In late 2018, the group listed a new feature named LvPai in its App to let users share photos and videos with text, weather and locations. Within three months of its launch, users have contributed nearly one million posts featuring 6,000 global destinations.

The Trip.com Group recruited 50 KOL travelers on a contracted basis from January 26 to July 31 this year. The travel guides generated by these KOLs will be published at all channels under Trip.com Group. Meanwhile, the KOLs will get priority access to the group’s offerings including event tickets, hotels, and air tickets.

Shanghai Chengmeng Culture was established at the time when the KOLs were recruited. The recruited travelers may become the force for shaping amateur travelers into KOLs for Chengmeng.

Original article / Translated by Elena

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