Chinese Consumers Online 2014
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Chinese Consumers Online 2014 Presentation Transcript

  • 1. Chinese Consumers are Embracing Digital in an unprecedented way Presented By Calvin Chan COO @AdMaster Date: April 10, 2014
  • 2. AGENDA What are the characteristics for the online behaviors of Chinese consumers? How are Australian brands doing on Chinese social media? Case Sharing: how to make better business decisions by leveraging the power of digital and social?
  • 3. Chinese Internet Users reach 618 million, 27 times the population of Australia! 8.5% 10.5% 16.0% 22.6% 28.9% 34.3% 38.3% 42.1% 45.8% 0.0% 20.0% 40.0% 60.0% 0 20000 40000 60000 80000 2005 2006 2007 2008 2009 2010 2011 2012 2013 Size of Chinese Internet users and Internet penetration rate Netizens Peneration% 10000 persons 18.3 18.7 20.5 25 0 10 20 30 2010 2011 2012 2013 Average weekly time spent per Chinese Internet user Hour 191 230 268 320 0 100 200 300 400 2010 2011 2012 2013 Number of websites in China 10000 persons Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China
  • 4. 65.9% 69.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 2012 2013 Number of Users and Utilization Ratio of Online Video Number of users of Online Video Utilization ratio of Online Video 10000 persons 82.9% 86.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% 0 10000 20000 30000 40000 50000 60000 2012 2013 Number of Users and Utilization Ratio of IM Number of users of Instant Messaging Utilization ratio of Instant Messaging 10000 persons +13.7% IM, Online Video, Online Shopping keep growing at double-digit rate +15.1% 42.9% 48.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 0 5000 10000 15000 20000 25000 30000 35000 2012 2013 Number of Users and Utilization Ratio of Online Shopping Number of online shoppers Utilization ratio of online shopping 10000 persons +24.5% Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China
  • 5. Mobile is BIG! Mobile Internet exceeds PC and will be the new battlefield for marketing 70.6% 45.9% 74.5%69.7% 44.1% 81.0% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Desktop Laptop Mobile Phone Usage of Internet-based Devices 2012 2013 32.0% 49.3% 0.0% 20.0% 40.0% 60.0% 0 10000 20000 30000 2012 2013 Number of Users and Utilization Ratio of Mobile Online Video Number of users of Mobile Online Video Utilization ratio of Mobile Online Video 13.2% 28.9% 0.0% 20.0% 40.0% 0 10000 20000 2012 2013 Number of Users and Utilization Ratio of Mobile Online Shopping Number of users of Mobile Online Shopping Utilization ratio of Mobile Online Shopping Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China
  • 6. Compared to TV and PC users, mobile users have higher education background, higher income and more senior position, especially Pad users 45.9 45.6 52.4 47.4 TV PC PAD SMART PHONE University or above 4.8 4.9 5.8 6.1 4.7 4.2 5.5 4.0 10.6 11.3 12.4 12.8 2.1 2.2 3.4 3.79.6 8.7 11.7 10.5 25.2 24.1 22.3 20.9 TV PC PAD SMART PHONE Employee Department Manager Senior Management Self-employed Professional (Lawyer, Doctor) Civil Servant 11.5 11.2 14.1 12.6 11.8 10.4 16.7 15.6 TV PC PAD SMART PHONE 6000-9999RMB 10000RMB and above The difference of education background across platform Unit:% The difference of income across platform The difference of occupation across platform Data sources : AdMaster;Pool 4 13 projects in total,5 medias :2013.9-2014.3 Unit:% Unit:%
  • 7. Cross-screen study shows that Mobile better increase brand awareness and purchase intention than PC and TV 9.3 9.6 10.2 11.712.8 14.8 15.8 20.0 5.5 7.3 6.6 6.5 Brand Awareness Purchase Intention Preference TV ad Increase rate Online video (PC) Increase rate Online video (Pad) Increase rate Online video (Phone) Increase rate All categories Brand awareness of different platforms Unit:% Data sources : AdMaster;Pool 4 13 projects in total,5 medias :2013.9-2014.3
  • 8. In FMCG industry, smart phones drive higher purchase intention than other platforms, esp. for the matured brands 14.3 12.7 12.7 11.7 9.7 12.3 11.7 15.0 Brand Awareness Purchase Intention TV ad Increase rate Online video (PC) Increase rate Online video (Pad) Increase rate Online video (Phone) Increase rate Chocolate category Brand KPI increase rate on different platforms 1 1 2 2 7 10 10 14 Brand Awareness Purchase Intention TV ad Increase rate Online video (PC) Increase rate Online video (Pad) Increase rate Online video (Phone) Increase rate Beverage category Brand KPI increase rate on different platforms Unit:% Unit:% Data sources : AdMaster;Pool 4 13 projects in total,5 medias :2013.9-2014.3
  • 9. Social Media Usage: WeChat and Weibo are most frequently used 53.4 20.7 21.6 59.6 24.5 26 27.9 20 9.5 19.8 17.4 11 6.9 13.7 15.5 5.53 8.4 9.7 1.72.7 11.5 8 2.2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Weibo SNS Blogs WeChat Multiple times / day Once a day 4-5 times / week 1-2 times / week 1-3 times / month <1 time / month High frequency of use Usingitanywhere ……Weibo:  “Logged  in  10+   times, spent 10mins to an hr” ……WeChat:  “always   on, retweet and leaving messages  to  friends” 1+ per day Unit:% N =1 21 7 Data source: AdMaster
  • 10. When it comes to purchase decision, Chinese social media users are highly influenced by their friends and colleagues, esp. the younger demos 22.4 24.7 31.7 20.3 28.1 30.3 38.5 28.9 56.5 59.9 63.5 50.848.8 68.1 67.3 57.8 83.6 81.9 75.0 66.4 6.9 9.1 6.7 8.6 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 P18-24 P25-34 P35-39 P40+ Celebrity People w/ social status Relatives Colleagues Friends Strangers Unit% N=1125 Data source: AdMaster
  • 11. Inventory Price Delivery Service E-Shopping Experience Buzz Volume 28% 26% 27% 29% 7% 22% 47% 10% -65% -52% -26% -61% Neutral Positive Negative E-Shopping Experience Buzz Sentiment Inventory Price Delivery Service Consumer journey When they purchase online, delivery is their top concern Data source: AdMaster
  • 12. Weibo IWOM is a good channel for online finance products to obtain users Yu E Bao user growth showed the same trend as Weibo buzz growth 0 5 10 15 20 25 30 35 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 Jun Jul Aug Sep Oct Nov Weibo Buzz Volum YuEBao User Amount Weibo Buzz Volume YuEBao User Amount (in million) Data source: AdMaster (Buzz Volume) Alipay (User Volume) * Remark: YuEbao did not release User Volume of Aug.
  • 13. AGENDA What are the characteristics for the online behaviors of Chinese consumers? How are Australian brands doing on Chinese social media? Case Sharing: how to make better business decisions by leveraging the power of digital and social?
  • 14. 13 Australian brands are being talked about on Sina Weibo Bridestowe did many promotion campaigns 20043 16786 7333 132352 67155 14509 0 20000 40000 60000 80000 100000 120000 140000 0 5000 10000 15000 20000 25000 Buzz Performance Buzz Volume Engagement Data source: AdMaster Data period: 2014/1/1 to 2014/3/20
  • 15. When  they  mentioned  “Blackmores”,  what  are  they  talking  about? Data source: AdMaster Data period: 2014/1/1 to 2014/3/20
  • 16. Among the 13 brands, only 7 have a Sina Weibo official account Data source: AdMaster Data period: 2014/1/1 to 2014/3/20 Yellow Earth 23,614 fans 31 months UGG Australia 49,579 fans 30 months Bridestowe 22,198 fans 5 months Cheviot 86 fans 13 months Oroton 7,697 fans 31 months WOOLMARK 115,505 fans 31 months Blackmores 111,852 fans 31 months
  • 17. How are these 7 brands operating their owned media on Weibo? A positive impact showing for UGG Australia! 107 168 1445 11462 4710 10 715 19 324 102 238 142 4 31 0 50 100 150 200 250 300 350 0 2000 4000 6000 8000 10000 12000 14000 Tweet Number Consumer engagement Weibo Performance for Australian Brands w/ Sina account Consumer Engagement Tweet number Data source: AdMaster Data period: 2014/1/1 to 2014/3/20
  • 18. Your Chinese Target Audience love Food, Travel and Fashion! And  they  are  a  different  group  from  local  Chinese  brands’  TA Top 5 User Tags on Sina Weibo for Australian Brands Music 10% Movie 10% 80s 8% Travel 7% Food 6% Local Brand Li-Ning User Tags Data source: AdMaster Data period: 2014/1/1 to 2014/3/20
  • 19. AGENDA What are the characteristics for the online behaviors of Chinese consumers? How are Australian brands doing on Chinese social media? Case Sharing: how to make better business decisions by leveraging the power of digital and social?
  • 20. New opportunity from consumer insights: Skin damage is the no.1 concern for consumers on heavily polluted days, growth areas for beauty brands 1 5 Consumers’  Skincare Concerns on Heavy Air Polluted Days 3% 5% 7% 9% 16% 21% 40% 0% 10% 20% 30% 40% 50% Coarse Pores Breathing Problems Acne Skin Cleansing Challenges Skin Dryness Allergy General Skincare Problems Key Concerns Categories Data Period: 2013/01/01-2013/06/15 Data source: AdMaster
  • 21. Renewed perspective about your customers: Redbull learned new things about the profiles, psychology & behaviors of their target audience 2 5 Data source: AdMaster Post 80s & 90s Mostly live in Guangdong Like variety shows & entertainment Sarcastic & Showoff their daily life Love Traveling, but of actions Passionate about Sports Freedom-spirit Local
  • 22. Big data to guide better decision making: Coca Cola’s summer campaign (nickname bottles) 3 5
  • 23. WeChat for real-time CRM: SO-LO-MO and very personal channel to connect with Chinese consumers 4 5 WeChat Billing & Notice Transaction notice Check & pay bills Increase credit limit Edit personal profile Credit card payment Lookup deals locally Smart voice chat …
  • 24. Data analytics for enhanced consumer engagement : Engaging Weibo campaigns helped drive followers for Visit California 5 5 During the period from April 8th to May 28th 9,453 new twitters become VCA’s followers, leading to a 33.7% net increase refer to April 8th’s level The average quality of these new followers is 24, significantly higher than @VCA’s original follower quality (14) 27,887 28,060 37,513 311 312 630 300 350 400 450 500 550 600 650 25,000 27,000 29,000 31,000 33,000 35,000 37,000 39,000 3/18 3/25 4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 Follower Amount Tweet Amount Follower Number Tweet VolumeTweet Volume and Follower Growth of @VCA April. 8th, Campaign Launch #我摇去加州# Topic #奢华之旅# Data source: AdMaster
  • 25. Aligning Weibo posting with users’ active time5 5 In general, the posting time of VCA is in accordance with its participants’ active time (blue boxes); however, from 15:00 to 17:00, when VCA ‘s posting time peaks, participants’ active time touches a trough(red box) 0% 2% 4% 6% 8% 10% 12% 14% 16% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 VCA Posting Time Participant Comment Time Participant Retweet Time @VCA  and  Participants’  Active  Time  in  24hr Data source: AdMaster
  • 26. AdMaster: A SaaS company focusing on big data management to help business create values BJ 150+ SH 100+ GZ 40+ Serving over 300+ global leading companies and top local ones Top partnersTech-leading data company Over 60% R&D personnel, Core team from SAP, Baidu, Skype, Ebay,etc 10+ product lines to provide one-stop service
  • 27. THANK YOU ! CALVIN.CHAN@ADMASTER.COM.CN
  • 28. Power of Social Media Blackmores China April 10, 2014
  • 29. Social Media Overview in China Latest social media structure released by CIC. building awareness content/interaction service/trade Social Media Chain Value:
  • 30. Social Media Strategy Attention Interest Search Action Share People’s  purchase  decision-making  process  is  changing…
  • 31. Xanthigen Campaign with social media support X‘mas Card to Fans Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Increasement Accumulative Aver./Day Blackmores Fans on Weibo x10 times in 2013
  • 32. House Wife 吃了一阵子这个@Blackmores澳佳宝 的高浓度深海鱼油了,大变化倒没感 觉出来,但是,不能不提的是我明显 觉得自己记忆力好了很多,同事也说 我眼神跟以前不一样了,犀利了哈哈~ 一天一粒也蛮方便的~ 希望不是什么 心理作用 哈哈哈~ KOL - Beauty 哇,终于收到澳佳宝的鱼油了。好大 一瓶,满满的期待。澳佳宝在澳洲的 口碑很不错,好多朋友都推荐呢。希 望这个鱼油可以让我耳聪目明,身体 棒棒。嘻嘻。 Office Lady @blackmores澳加宝: 葡萄籽收到啦! 美美地!@OfflineButAlive @haohaostudy @wffxdg 姐妹们吃 了没? 对美容资讯情有独钟 容易受到美容类KOL影响 渴望自己也成为KOL 对减压话题有兴趣 喜欢在姐妹团内分享心得 注重生活质量 对健康有专业诉求 喜欢点评尝试过的产品 对家庭无微不至 111,852 fans Blackmores Weibo Review
  • 33. Community marketing : Celebrity’s  Wechat   publicity on our Xanthigen. Our WeChat Upgraded from Subscription Account to Service Account, bringing into interactive interfaces. Our new WeChat Subscription Account, delivering more health and regimen topics. Blackmores @Wechat
  • 34. Xanthigen Campaign: Online + Offline Publicity & Interaction Award delivery & Direct contact
  • 35. Paid Media Owned Media Blackmores Social Media Strategy www.blackmores.com.cn Earned Media
  • 36. Thank You!