Data showed that for Bikego, a tourism business on Mafengwo, the exposure it won via videos and travel tips on Mafengwo accounted for 30 percent on average of its total exposure on the platform in 2019.

Chen said tourism businesses will have more exposure on Mafengwo with a lower cost, as long as they provide good quality travel content. For them, their fans, content and reputation on the e-commerce platform will be an important part of its brand property. And customers are more willing to pay for good experience and service.

"It means that content will be the key that affects users' consumption decision. For the industry chain, content will be effective for the increase of exposure and orders of tourism products," he said.