12306 China Railway Advertising is a media platform that offers advertising opportunities for marketers to reach a massive audience of travelers in China. The platform is the official ticketing platform for China Railway High-Speed, the largest high-speed railway network in the world, with over 2.5 billion business travelers in 2019. Marketers can accurately distribute their publicity to their target audience and enhance brand awareness and influence.

The platform offers a unique advertising method called “Trip MMS,” where itinerary guidance service with business advertisement promotion is sent to passengers who have successfully booked tickets. The advertising options available include departure station, arrival station, gender, age group, seat allocation, route number, and delivery date.

12306 is more than just a ticketing purchase app, but a new kind of national big data media that provides communication tools, content provider, and segmentation of audience groups. The app has an estimated 600 million registered users, and the volume increases by over 400,000 each month.

12306 “Trip MMS” function has over 350 million passenger traffic and ticket purchase data each year, making it the third most valuable traffic portal in China after Taobao and WeChat. The data is led by the China government providing credibility, trust, high conversion rate, and ROI.

Marketers should consider leveraging 12306 China Railway Advertising as it offers the only official ticketing platform, itinerary reminder service sent by the platform to passengers who have successfully booked tickets, and 360-degree targeting of target consumers. The platform’s coverage of high-speed rail is over 35,000 km, with an annual passenger volume of railways reaching 3.5 billion passengers and high-speed rail reaching 2.5 billion passengers. Moreover, the online ticket sales account for 88.7% of total railway ticket sales, with daily ticket sales of 15 million and annual ticket sales of 3.1 billion.

There are several reasons why you should consider using 12306 China Railway Advertisement to reach Chinese travelers:

1. Large audience: based on the passenger traffic statistics from the Hong Kong Immigration Department for May 2023, it is clear that the West Kowloon High-Speed Rail Station is the busiest control point for Mainland China visitors entering Hong Kong, with a total of 486,439 visitors for the month of May. This represents 21.3% of the total Mainland China visitors who entered Hong Kong during this period and indicates the popularity of high-speed rail travel among Chinese travelers. On average, the West Kowloon High-Speed Rail Station received 15,692 visitors per day, which was more than double the average daily visitors received by the other control points.

2. High-quality traffic: Chinese high-speed rail travelers are typically characterized by high levels of education, income, and consumption power, making them an attractive target audience for marketers. According to a report by the China Tourism Academy in 2019, Chinese high-speed rail travelers were more likely to engage in leisure activities during their travels, with shopping and dining being the most popular activities. This demographic is known for their high levels of spending on travel, shopping, and leisure activities, making them an attractive target audience for marketers.

3. Targeted reach: Advertising on 12306 China Railway allows you to reach a highly targeted audience of Chinese travelers. This can help you to effectively reach your target audience and increase the effectiveness of your advertising campaigns.

4. Multiple touchpoints: Advertising on 12306 China Railway allows you to engage with travelers at multiple touchpoints along their journey, from the initial booking process to the actual train ride itself. This provides a unique opportunity to build brand awareness and engage with travelers at different stages of the travel experience.

5. Cost-effective: Compared to other forms of advertising, such as billboard and print ads on travel magazines, advertising on 12306 China Railway can be a cost-effective way to reach a large audience of Chinese travelers.

6. Measurable results: By tracking and analyzing the performance of your advertising campaigns on 12306 China Railway, you can gain insights into the effectiveness of your campaigns and optimize your strategies accordingly. This can help you to achieve better results and maximize your return on investment.

In conclusion, leveraging 12306 China Railway advertising presents a valuable opportunity for marketers to reach a highly educated, affluent, and influential audience of Chinese travelers who are increasingly using high-speed rail services to travel within China and beyond.

Tracking and analyzing the performance of your advertising campaigns on 12306 China Railway can provide valuable insights into their effectiveness and help you optimize your strategies for better results. Here are some ways to track and analyze your campaigns:

1. Use tracking URLs: By using unique tracking URLs in your ads, you can track the number of clicks and conversions generated by each ad and measure its performance. You can use tools like Google Analytics to create and track the performance of these URLs.

2. Set up conversion tracking: Conversion tracking allows you to track specific actions taken by users after clicking on your ads, such as making a purchase or filling out a form. By setting up conversion tracking, you can measure the effectiveness of your campaigns in driving these actions.

3. Monitor engagement metrics: Engagement metrics, such as click-through rates, impressions, or engagement rates, can provide insights into the effectiveness of your ad messaging and creative. By monitoring these metrics, you can identify which ads are performing well and which ones need improvement.

4. A/B testing: A/B testing allows you to test different versions of your ads and identify which one performs better. By testing different variables, such as ad copy, images, and targeting, you can optimize your campaigns for better performance.

5. Analyze demographic data: By analyzing demographic data, such as age, gender, and location, you can identify which segments of your target audience are responding well to your ads and adjust your targeting accordingly.