Online family tours market in China has been in the rapid development on both mobile and PC end. Transaction value of China’s online family tourism was 6.51 billion yuan (US$1.02 billion) in 2014 and it is expected to achieve 76.2% growth to 11.47 billion yuan (US$1.8 billion) in 2015 according to iResearch.

Travel tours in China are usually categorized by travel distance as getaway trips at nearby attractions, mid- to long-distance trips, and outbound trips. By sales volume, getaway trips are the most popular. Family trips refer to travel trips by parents and children together.

Among potential family tour travelers who haven’t yet made the bookings, 55.8% prefer free and easy trips in which they don’t have to be in a group following a tour guide. 52.5% would choose long-distance domestic trips. Among those experienced family tour travelers, the ratio of following a group is higher and they prefer getaway trips.

China’s major online family tourism companies can be divided into three groups according to their themes and products:

• Separate family trips section, represented by Lvmama and Tuniu.
• Mixed family tourism section, represented by Ctrip and Alitrip where users can get the section by filtering website search results.
• Related family trips products, represented by Qunar and Utour which only have related tourism products.

The top ten cities parents and children like most are Beijing, Zhuhai, Suzhou, Shanghai, Chengdu, Hong Kong, Dongguan, Foshan, Hefei and Hohhot. Apart from family tourism, business tourism, award tourism and mass tourism are also full of bright market prospect.

Also read: China Tourists Travel Intention Study 2015

Chinese moms are very active on social media and many of them like sharing information of their children with others. 48% mothers follow mother-care products’ WeChat subscription accounts and 47% follow WeChat official accounts on parenting and education.

Safety and quality are top concern when mothers shop online. 84.5% of mothers consider safety as a priority when buying children products and 66% are willing to buy high quality goods even if they are a little expensive.

The top three online shopping websites by mothers are Taobao, Tmall and Jingdong. 82.6% of shopping mothers enter the websites by entering the URLs and only 8.2% enter via ads. About 44.3% mothers cannot memorize website URLs or may prefer searching the shopping website names online.

On average, a mother spends on online shopping for about 17 minutes and visits an average of 9.8 pages during shopping and nearly 80% would add products to shopping carts.

Chinese moms also like to interact with mother-care brands. About 82.4% want to download related apps and expect brands or experts answer their questions on babysitting on social media.

Also read: China Mobile Shopping in Counties Over $32.16B in 2014

WeChat (Weixin) has recruited advertisers for Moment ads on June 1 Children’s Day in China according to ebrun.com.

WeChat has tight control on WeChat Moments ads, trying to unify theme and slogan. From WeChat main nostalgic creative point of view, recalling users’ childhood memory can undoubtedly resonate with old brand advantage.

For Children’s Day campaign, WeChat only works with nine brands but each user will see one WeChat Moment advertisement per day. The format is similar to previously launched campaigns using advertisers’ WeChat account, slogan and nine photos. It can link to external product pages.

8 out of the 9 photos are default photos; advertisers can only select one photo. 9 photos on display are designed in the form of stamps. And, the text creative is the same for all advertisers, “Do you remember them in your childhood?”

Related: Daily Reading Time Over 40 Minutes on WeChat in China in 2014

WeChat users can collect these nine photos, each unique one from each brand, and re-post in their Moments feeds.

The key target audience of this campaign are users in key cities (tier-1 and some tier-2 cities), between 18 and 40 years old according to WeChat official. The minimum budget required is RMB 2 million.

Also read: WeChat Wi-Fi to Step on A New Stage in China

100bt.com, 61.com and Tencent are still top three providers in browser games for children market. It is estimated that browser games for children market has great potential as number of children users is increasing and their gaming habits on the Internet are developing.

It is estimated that total revenue of online gaming market will exceed RMB100 billion ($16.3 billion). In Q2 2014, total revenue of browser gaming market exceeded RMB5.385 billion (US$0.88 billion) with an increase of 3.8% QoQ and it still not so prosperous as QoQ growth rate was less than 10% in four consecutive quarters according to data from EnfoDesk.

It is estimated that total revenue of browser games for children will be over RMB2 billion ($325.8 million) in 2016 in China and the number of users will increase to 69.39 million according to data from iResearch.

Also read: Wechat Social Features Attractive to Mobile Gamers