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2021.8

Travel with with Travel Upgrading Smart ⋯⋯ Agenda

Part1 Post pandemic travel trends & Introduction to Tencent • Intro to Tencent Solution and Tencent Cloud • Updates on WeChat Ecosystem

Part2 Smart tourism solution in 4 steps

• WeChat Ads • Plan / do / reapplication / measurement

Part3 Connecting consumers with in-depth content creation • Introduction to Tencent IP universe • Meet Tencent / Talent / Sports /

Part4 Q&A Post pandemic travel trends To plan dream-trips Millennials took more leisure trips Domestic travel is recovering

• -led Transformation across People’s Life • Tourism Revenue during the Tomb- Sweeping Day and Labor Day Rebounded to 56.7% of 2019 level • Over 102 million people traveled during the Tomb-Sweeping Day, recovered to 94.5% of 2019 level Search data shows the curiosity for destinations “heart is far away”

Macau Outbound Travelers’Insight：

69% upscale consumers

Japan 58% own bachelor degree or above

60% are married，35% are single

Korea Most of them age 30-34, then 25-29 Thailand UK Singapore 62.45% come from 1st and 2nd tier Middle East Outbound

1月 2月 3月 4月 5月 6月 7月 Company Structure

TEG WXG IEG PCG CSIG CDG Technology Weixin Group Interactive Platform & Cloud & Smart Corporate Development Engineering Group Entertainment Group Content Group Industries Group Group

Tencent Cloud: The Technical Base and Connector

Helping our clients from different industries to speed up their digital transformation with innovative solutions leveraging on Tencent’s technical capability and ecosystem

Smart Media Smart Retail Smart HealthCare Smart FinTech Industrial Industrial Engines Smart Smart Tourism Smart Education Clients

Internal Ecosystem External Ecosystem

Mini program Official Account Marketplace Channels WeCom Payment Partners Eco-system SaaS Partner Contents

Tencent Cloud

Compute Security AI Developers Blockchain IoT Location Service Technical Base Tencent Marketing Solution Core Competence

We provide Marketing-as-a-Service to maximize LTV from branding and programmatic media buying Help brands to gain real growth Tencent Covers Full Aspects of Chinese Digital Life Tencent Products Cover 98% of Chinese Netizen and 60% of Online Time Spending

1.21 Billion 617 Million 80 Million Wechat MAU Accounts QQ MAU Accounts DAU Accounts Daily income: $14 M

Fee-based VAS subscriptions 213 Million & QQ Music subscribers

Social Networking Entertainment Information Software & Tools Investment & Cooperation

QQ Q Zone QQ Video Penguin Pictures Tencent News Tencent Sports QQ Browser WeChat Pay QQ Mail DiDi DianPing eLong

Tencent

WeChat Moments QQ Game KuaiBao QQ Stocks Applications Tencent Map PC Manager 58 JD LEJU

Messenger Youtube CNN News NBA Live Chrome Paypal Gmail Yelp Booking

Global WhatsAPP Instagram Pandora EA Games BBC News Stocks Play Google Maps Norton Craigslist Redfin

10 Source: Internet Trends 2017, Mary Meeker & Tencent 2019 Internal Data Digital Content Leader: 10 Major Components Distribution

Short 's largest portal News site, QQ.com 700Mn UV Monthly Video Tencent UGC & PGC Short Video Content Sharing Platform

Video Game Tencent Video: No.1 China No.1 Gaming Company in the World MAU 600M+, owning 120M+ VIP subscribers

Literature Film Tencent video mobile users Coverage 21.4 Bn Monthly IP Ranks No.1, 1.81Bn UV Monthly 82 Mn Paid Members

Animation Live Live Broadcasting Platform covering areas of social, sport, e- No.1 Domestic Animation & Comic Platform sport, etc. Over 2mil broadcasting hosts of Penguin E-sport Tencent Video Animation Channel 2.5bn VV Monthly, Ranks No.2 platform. Music Sports

Total Monthly User Reach through Social News Push 700M+ Total Media Daily Active User 140M+ TME 3 Main APPs User Coverage 646Mn MAU Ranks No.1 in China, owning 50M+ VIP subscribers We Built User-Centric Organic Growth Model for Tourism

OTA

Tourism Boards TARGETING THE NEW AUDIENCE Official 丨mini-program | Airlines Tools Social Official accounts丨 APP

Hotels & Resorts Game Music

Amusement parks– world-famous

Entertainment News tickets丨travel products CONVERTING | QR-code access THE REGULAR domestic-famous CUSTOMERS Tourist Attractions 5A 4A nature resorts / parks

Cruises

Travel Agents Latest Key Data of WeChat

1+ 780+ 400+ billion million million WeChat Moments Mini Program MAUs DAUs DAUs Monthly active Daily active users of Daily active users of users of WeChat WeChat Moments Mini Program

360+ 500+ 400+ million million million Introduction to WeChat Official Account WeChat Search WeChat Users WeChat DARs MAUs Connected and served Daily active readers of Monthly active by WeCom WeChat Official Account users of WeChat Search

*数据来源：2020Q1业绩公告 WeChat Is A Lifestyle: Connecting Users with All-Day and All-Scenario Services

Entertainment Consumption

payment

Connecting consumers to content merchants and brands

To Connect Online Offline All

Connecting governments and social services Lifestyle services Public Services

14 Rich Interfaces of Mini Programs Provide Diversified Scenarios for the Tourism Industry • Transactions in WeChat have doubled to 800 billion Rmb in 2019

exposure

traffic Mini Programs scenarios for tourism industry Moments sales • Multi triggers from chatting and reading CRM Enterprise traffic scenarios • customer Scan Before Browsing and shopping in mini programs WeChat Rich service sales components • Live broadcast and conversion from mini traveling programs • Groups, cards and vouchers (WeChat payment) • MGM, WOM, social sharing

CRM exposure WeChat • Search Reservation No need to • Air ticket, train ticket, ticket, hotel sales members traffic download reservation • Satisfy the • Subscribe to and pay attention immediate to official accounts needs Native interface • Customer service news, shopping guide assistant CRM WeChat card WeChat sales sales package payment En Route • Lightweight • Airline, OTA, hotel and other member • Satisfy the services needs en route• Add-on functions Equip the tourism industry to attract traffic, sales, CRM • Itinerary service and customer service across different scenarios • Smart guide Mini Programs Satisfy Needs from Planning to Landing WeChat Mini Program is a cloud-based light application within WeChat, which provides capabilities similar to app but does not require users to download.

OTA & tourism boards Airlines Tourist attractions Duty free shopping Local restaurants WeChat Mini Program

Rich Capabilities

• WeChat Pay • QR Code • Custom Service • User Information • Ads • Geolocation • Notifications • Live-streaming • ...

Rich Services Categories • E-commerce • • Education • Media • Tourism • Recreation • Health Care • Real Estate • ...

Content / Service Distribution Launch on Tap / QR Code based on the largest Social Network in China No download / install needed New Capabilities: WeChat Search Value Proposition • multi-traffic aggregation tool from brand • Aggregate outer & distant traffic to provide users marketing to performance the shortest routes to brand services

Celebrity endorsement Carrying traffic Content creation to search from outside WeChat Branding Topic selection …… WOM From Search Instant channel branding Daily Check in value Live to Super connector for distant For perform …… streaming / scenarios activities brands ance Coupons

Leads gathering Marketing Shortest Mini GMV increase program routes Streaming to sell …… New Capabilities of WeChat Search : A New Battleground in WeChat Ecosystem to Build a Brand

————Public traffic———— ————Brand operation————

Universal search Search in discover Intervene Key Words entry points page associative words

Based on rights of official brand zone, When users type in, customized search users can directly access the brand zone associative words will appear to attract by one search users to click.

GUCCI 古驰 古奇 GUCCI包 古驰包包

Fast track to search, multiple key Guide consumers to search works connecting expansive phrases New Capabilities of WeChat: Search Official Brand Zone Reach Every Touchpoint to Convert New Customers and Retain Existing Ones

Standard type A Official brand zone A brand zone featuring tourism industry

e.g search strategy for theme parks before： buy tickets（or annual pass） reservation code transportation In the park： guides/AI/maps/restaurants

After: official store, accounts, web

Flexible functions: coupons/tickets

Entry to official page Official accounts Mini programs Short video accounts

Continue upgrading… New Capabilities of WeChat - Short Video Account The Next Big Thing on Brand Campaign

40+ tourism boards For branding purpose For sales purpose

Content accumulation ü Recognized official account ü More convinced information

Fans gathering ü Nurture loyalty for users to follow the account and stay tuned

Social interaction ü Users can interact by likes, comments, and UGC Agenda

Part1 Introduction to Tencent • Intro to Tencent Marketing Solution and Tencent Cloud • Updates on WeChat Ecosystem

Part2 Smart tourism solution in 4 steps

• WeChat Ads • Plan / do / reapplication / measurement

Part3 Connecting consumers with in-depth content creation • Introduction to Tencent IP universe • Meet Tencent video / Talent / Sports / Music

Part4 Q&A Most Lovable Tourism WeChat Campaigns from 2020 to 2021 Top Creative Foreign Tourism Board Campaigns

New Zealand’s swiping Channel live streaming through Dubai always on moment ads + OA banner card ads moment ads

Time： 2021-03-10 ~ 2021- 03-14 120k vv 50k likes Above industry average 2.Identify KPIs and Buying Type WeChat Ads 3 Unique Advantages Make WeChat Ads the Most Effective Tool for Tourism Clients to Communicate

WeChat users Ad groups

Customized groups

Advantage1 Advantage 2 Advantage 3 making ads closer to real life making ads to meet the right TA making users to be evangelists Accurate data orientation efficiently reach WeChat ads are easier to spread through closed High quality WeChat ad scenarios TA networks • Every day, 780 million people enter moments, and each • Travel is mostly among relatives, friends, and colleagues with a strong social person views more than a dozen times Basic dimension: basic orientation, interest orientation, LBS nature orientation, etc • A total of 400 million DAU, a total of 20+ million active • WeChat ads have innovative features such as @advertiser, @friend, xx official accounts Customized industry population: where do you want to friend may have seen to enhance user participation • Moments prioritize exposure to "high influence users", and spread to their • go/have been to, fans, etc Strict censorship of content, low frequency of friends ad push Specific group extension: groups that highly lookalike the • More interactions such as likes and comments will boost their friends' target audience's portrait participation in the ad WeChat Ads TOP 3 Advertising Products Equip Tourism Industry with Various Functions

WeChat Ads Official Account Ads Mini Program Ads Social Scenarios Reading Scenarios Application Scenarios

Classic approach: Ad formats： Ad formats： Regular ads, Basic Card Ads, Full-frame Card Ads Banner ads, in-text ads, pre-roll ads Mini program banner ads, rewarded ads 3 major modes： Creative approach: 2 major modes： Multiple pictures, Selective Card Ads, voting topic mode A: massive exposure to interest groups Mode B: mutually selective articles to promote Mode A: massive exposure to interest group Social approach: mode C: bulk buy high quality accounts Mode B: customized mutually selective mini games @ Interaction, Probably Seen by XX Friends WeChat Moment Ads Common Styles and Limits

Regular Image-text / Video Ads Basic Card Image-text / Video Ads

Regular Ads WeChat Moment Ads Advanced Styles and Limits

Selective Card Ads Channel Ads Reserve / Watch Full-frame Card Ads Panoramic Card Ads

1 Million

Social Functions: Swiping Card Ads Celebrity Engagement/First Long-click Ads Comment@ Interaction

2 Million 3 5 Million Million Carousel Ads Reversal Ads Exclusive Olympic Champion Ads

Click to view Cost Options: Promote Channel Contract buy / bidding ads

1.Promote channel video 2.Promote livestreaming 3. Reserve livestreaming

Options: regular text-image/full-frame / Carousel ads Tencent All-Touchpoint Smart Journey Solution

MEASUREMENT PLAN User portrait insight Arrival coefficient 4 1 understanding tourists & admission cost Travel behavior prediction Research on user decision chain

REAPPLICATION 3 2 DO Sophisticated operations Vertical label customized data service To manage customers assets Star number chart

challenge 1 challenge 2 • No first-hand data to know adequately • Hard to track and analyze on customers 1 PLAN Precise Orientation: Selected Tourism Audience in Two Dimensional Space

The key decision-making chain is involved in marketing

been To go Location big data Social big data Track two- Track positi dimensio Mind on nal space search follow browse

Capture online behavior and predict Judge the travel history user needs and wishes and frequency of users Precise Orientation: Starting from Understanding Users' Geographic Location Transfer

50 billion times / day cornerstone of the Tencent big data

IP WIFI LBS Latitude and longitude POI

collection understanding judgment

…The underlying location information Tencent location big data is not only But alose also comes from Tencent big data

travel resident

have been At the moment Local residents 2 DO： Find Diverse Tourists Audience and Engage with Them Personally

Continents Countries Airline Fans Oceans Islands Frequently Travelers Outbound Airway

Stayed Northern Regions Favorite UID Eastern Regions Planning Hotel Southern Regions Regional Tours

Theme Theme Parks Domestic Outdoor Activities Provinces Fine Dining Cities Photography DREAM Trigger desire Brand H5 Link: Slide Interaction to Connect Hilton Target Users with Surprises

Hilton Hotel: H5 conversion link The sliding style perfectly fits the tearing effect, inviting users to fly "open new expectations" immediately before the festival. In recent years, the interaction effect of advertising interaction crowd / one party crowd / luxury brand crowd is the best exposure

click CTR>7% Total interactive click through rate pv

browse Total interaction CTR >18%

Per capita stay >11.7s of users >18% MAKE it viral Mini Program Strategy: Land Promotion through Mini Program To Deliver MGM Effect

Conversion link and conversion rate of mini program exposure

click

Installation (independent UV) UV cost

Authorized login Forward friends fission

interaction Authorized login of friends

interaction advertisement open miniprograms Browse / forward Efficiency The Official Account Add-fans Method + Always On Strategy

Official account and conversion link and conversion rate

exposure

click

Fans cost 10~20￥ follow

Auto reply / tweet

The official account link to Advertising mini program Auto tweet Menu drain to mini exposure program Register / place an order Clubmed adds flour in off-season and sells tickets in peak season through ocpm intelligent delivery mode Advanced strategy 2. Marriott Segments Skus to Match Specific TA Groups and Expand TA Pool

• Refine the features and highlights of Marriott products, and use different materials for different groups of people to achieve creative touch, which will affect potential interested users for a long time and turn them into loyal fans Advanced strategy : 3. Airbnb Improves Bidding Competitiveness from Customized Audience Group Before After Customized group: different creative materials to target different customized groups, e.g Airbnb’s Japanese machiya ad image for Japanese interest groups, Thailand tree house for Thai interest and adventure interest groups, British castle material for British interest groups, etc. Tag: select travel groups Japanese machiya ad Thailand tree house ad British castle ad

Customized data strategy

+15% +32% +14% Total interaction lift Total interaction lift Total interaction lift Advanced strategy : 4. Social CRM Solution

Customer Data Platform Customer Experience Management Customer Engagement & Service

WeChat Mini Program Customer 360 Marketing Channels • Customer Profile

• Segmentation & • Omni-channels Label Marketing • Precision Deliver Message Marketing Message Channels One Service • Marketing

• Preference Automation • Recommendation • Customer Value Landing Page

One ID Registration / Member

• ID Mapping • Multi-source consolidation Attract Purchase Experience Share Digital Experience One Data Feedback • Data Production • Data Migration • Data Standardization Customer Experience Management

Applications Referral Online Third party Ads Live Commerce Offline Ads Kiosk POS Customer Acquisition from Viral online and offline marketing Tools Sharable Red Packets Gift for Sharing Grouping Resell Staff Marketing

Conversion Segmentation Member Discount Vouchers Gift for New Customer Gift for Buying Multi-Channel， multi-format member operation Retention Value Card Sign-in Gift Vouchers SMS Service Notification Rewards Shop

Repurchase Membership Privileges Coupon Personalized Recommendation Multi-channel re-activation

Re-activate Points Redemption Time-bound Sale Lucky Draw Daily-Sign-in Tasks Customer Data Platform

Applications Customer Insights Customer 360 View Customer Analysis Dynamic Product Ads

Customer Data Research & One Service User Metrics Recommendation Customer Value Model Life Cycle Profiling Development Metrics

One ID ID-Mapping Model Data Synchronization Membership Behavior Spending Activity Customer Leads Development One Data Tier Points Visits Services Campaigns Personal Leads Job Scheduling Vouchers Browses Products Registration Household Intention Billing Family Clicks Lucky Draw Follow-up Warning

Data Source ERP CRM WeChat Mini Program Marketing Channels Other Channels Agenda

Part1 Introduction to Tencent • Intro to Tencent Marketing Solution and Tencent Cloud • Updates on WeChat Ecosystem

Part2 Smart tourism solution in 4 steps

• WeChat Ads • Plan / do / reapplication / measurement

Part3 Connecting consumers with in-depth content creation • Introduction to Tencent IP universe • Meet Tencent video / Talent / Sports / Music

Part4 Q&A Enhancing brand exposure and preference with IP

IP

Perfectly combined Authorized Content Authorized Star Star endorsement marketing Displayed anywhere cooperatio Authorized products cooperatio Sponsoring activities Very creative n Authorized space n Collaboration

Awareness Acceptance Passion Trust

Games Comics Literature Films & Music E-sports television

Unlocking the business value of IP Developing an emotional bond between users and brands Tencent Video: Meeting Platform for the Young 500+ million MAU

123 million 74.4% 45% Paid Member 18-35 years old The 90s 2021Q1-Q4

2020 Top long-video traffic

三十而已 S+level Self-made 隐秘而伟大 《有翡》 《千古玦尘》 《余⽣请多指教》《长歌⾏》 《皓⾐⾏》 《镜·双城》 《斛珠夫⼈》 《雪中悍⼑⾏》 copyrights 安家

以家人之名

清平乐

重启之极海听雷第一季 《扫⿊风暴》 《你是我的荣耀》 《三体》 《繁花》 《⾦融街恋⼈》 《爱的⼆⼋定律》

下一站是幸福

完美关系 Top 冰糖炖雪梨 copyrights 二十不惑 《你是我的城池营垒》《谢谢你医⽣》 《乔家的⼉⼥》 《纵有疾风起》 《庆余年2》 《四⼗正好》 《欢乐颂》3、4、5 数据来源：【艺恩《2020年国产剧集市场研究报告》】

以上片单以最终上线时间为准，持续更新 Fee-based VIP subscribers reached 120 Million Covering 100 minutes of watching per person per day

VIP innovative products keep expanding Tencent video gained both New user Increases in top members acquisition and retention VIP level steady moves to higher levels 2020 Revenue increased 300% compared to 2019

Single Content/k novels comics New VIP subscribers show an Level V3 and above unit pay nowle increase in younger people who pay live in lower-tier cities 60%+

Mini penguin amusement props … park

Source: 2020Q3 Tencent financial report Entering the new era of tv drama marketing From the discussion of Controversial social topics to promote values with brands to communicate with audiences

The Her

Love story Friendship The Young The mature

Joy of Life Douluo The Oath I Will Continent of Love Find life Legend of You a motivational Xiaochuo Better apperception Legend Home Nothing of Fei BRAND But Thirty Talent Scout & Celebrity Endorsement

INTO1 group, an international boy group debuted in Tencent Video International youth cultural exchange boy group growth variety CHUANG 2021 on April 24, 2021.

INTO1 means that different individuals from different places have become a unified whole, grown into No.1, and international No.1.

Collaboration options:

Short-term New Product Endorsement Promotion

Individual / Team E-commerce Events Endorsement

Portrait Events Sponsorship Authorization Click to view Sports: Tencent is 2020 Tokyo Olympics and 2022 winter Olympics Rights Holding Broadcaster 4 times world cups + 4 times Olympics broadcast experience made Tencent the top sports media

views impact Fastest repot news interaction Champions’ interviews NO.1

2003 Beijing Olympics London Olympics Brazil World Cup Rio Olympics Basketball Tencent World Cup sports founded

• 2006 • 2010 • 2013 • 2015 • 2018

• 2008 • 2012 • 2014 • 2016 • 2019

German World South Africa Signed as the NBA 10 years Russia World Cup Cup World Cup exclusive media exclusive partner of Chinese Olympic Committee （COC） Music: Entertainment Group Activate the Youth by , Content and Data to Build a Unique Music Entertainment Ecosystem

Marketingtechnology MusicContentMarketing

MusicProductInnovation ExploreNewFrontiers And more to come⋯

Q&A Appendix Bidding ads success formula （influence factors）

Q: how to improve exposure competitiveness of my ads?

A: By using oCPA strategy exposure competitiveness copy （eCPM）influence the level of exposure and the ability to convert TA CTR picture

TA eCPM=CTR*CVR*bidding price Increase eCPM price pricing

Speed on loading CVR Creative relevance

Showcases：Top creatives from Dubai 2020-2021

WeChat moments

OA Banner New Zealand Tourism Board

Time： 2021-03-10 ~ 2021-03-14

CTR：1.3% Short video streaming： New Zealand Reached TA from Newest Ad Format

Using TA groups and 8 hours live streaming to maximize campaign volume and enlarge investment.

Spent 20% on reservation Spent 80% on live streaming

直播时长8小时，拉长直播时长，获得较充裕的广告曝 光时间，提升曝光性价比；

1 day in advance for 8 hours at various lucky draw for 120k vv 50k likes reservation spots interaction German National Tourism board small budget trial for big impact Tourism Australia OA creatives：customize different TA group to specific themes, average cost -40% Saudi Arabia Tourist Board Time： 2021.01.19-2020.04.04 Objective：brand promotion Ad placement：moment regular ads (pic) Ctr：1%

Time： 2020.06.23-2020.07.09 Objective：brand promotion Ad placement：pre-roll of video in OA articles Ctr：1% DCT 2019-2020 Review

Moment ads – contract buy Moment ads – contract buy Ctr: 1.74% Ctr: 1.61% Outstanding Tourism Industry Showcases of CTR 3% + Useful Checklist 1.Identify your identity (domestic or foreign) Then open official account/ Mini program / Channel account, etc. Get verified Then Open WeChat Advertiser function Get verified

腾讯广告官网 Useful : ://e.qq.com/ads/

签约服务商查询 https://e.qq.com/ads/helpcenter/detail?cid=545&pid=1991

港澳台及海外服务商list https://e.qq.com/ads/helpcenter/detail?cid=544&pid=1990

【腾讯文档】微信广告常用文档 https://docs.qq.com/sheet/BqI21X2yZIht1IhmQt1GkV7b0ljWCg3fX8 MK0nA7Gl2yoHGl1IQmKC2Cjyb92j1Jpd0p12U64GLX7H3jfPjx0

【腾讯文档】【对外】旅游行业视频号直播投放最全指南 https://docs.qq.com/sheet/DZElnb0ZqRlpObEZJ Contact Us

Ken Siow Irene He Regional Director Southeast Asia and General Senior Sales Manager, Tencent Marketing Manager (Singapore) at Tencent Cloud International Solution