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Mobile - A Path To Win In China


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China is the fastest growth market in almost every sector and, as elsewhere, digital competences will split the field between winners and losers. …

China is the fastest growth market in almost every sector and, as elsewhere, digital competences will split the field between winners and losers.

There is one characteristic however that sets China apart: Digital in China is “mobile first”, having mostly leapfrogged the wired desktop stage.

To Win in China brands will have to master mobile, and the intrinsic differences to the west.

The purpose of this document is to provide brands and advertising agencies with a simplified guide to understanding and building successful approaches to the Chinese market.

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  • 1. Mobile 移动营销A path to 赢在中国Win in China 之路Success strategies in engaging 引领中国消费者移动营销之Chinese consumers through 战略书Mobile Communications and Services
  • 2. Introduction 前言China is the fastest growth market in 众所周知,中国是个几乎各个领almost every sector and, as elsewhere, The second chapter, ‘All The Same 域都发展最快的市场,如西方市 第二章“存异与求同-中国特色digital competences will split the field All Different’, explores how the Chinese 场一样,其数字化竞争局势,争 移动营销版图”探讨在移动商between winners and losers. landscape in terms of mobile commerce, 锋激烈,输赢有分。 务,搜索引擎和社交网络等平 search and social platforms in particular, 台,中国市场与西方市场的诸多There is one characteristic however is largely different from that in European 然而,中国市场有个独具特色使 大不同。that sets China apart: Digital in China and American countries. 其与众不同,即数字化先是从移is “mobile first”, having mostly 动开始的,这令这个国家一举从 第三章“五大移动营销成功案leapfrogged the wired desktop stage. The third chapter, ‘A Perspective on 联线电脑时代大幅跃进。 例”通过介绍5个中国市场的移动 China – 5 Success Cases’, is a collection 营销案例,阐述品牌商家是如何To Win in China brands will have of case studies from the Chinese market. 要在中国市场占领先机,就不得 展开其移动市场营销战和怎样争to master mobile, and the intrinsic This section shows how brands have 不精通移动市场及其内在不同于 取中国消费者参与互动。differences to the west. successfully incorporated mobile into 西方市场的中国规则。 their marketing communication efforts 最后一章,“统领全局”,为品The purpose of this document is to to reach Chinese consumers. 此报告致力于为品牌商家和广告 牌商家总体概述了赢取中国市provide brands and advertising agencies 公司了解并赢取中国市场提供一 场,成功引领中国消费者的移动with a simplified guide to understanding The fourth and last chapter, 个简明的战略指引。 沟通策略和市场战略格局。and building successful approaches to ‘Simplified Framework’, includes athe Chinese market. framework to help brands develop 第一章“中国的移动终端现状” their mobile strategy and engage with ,阐述了智能手机和平板电脑在 我们致力于此战略报告的全面完The first chapter, ‘Mobile Devices in Chinese consumers through smart, 中国消费者理念中与日俱增地认 善,并欢迎任何独到见解,评论China’, explores the immense growth mobile devices. 可和渗透趋势,并探讨这些智能 及疑问。in consumer adoption of smartphones 终端如何影响消费者行为。and tablets, and how this is changing Beyond this guide, please feel free toconsumer behaviour. contact us with any questions, comments or additional insight on the email addresses shown on the next page. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #2
  • 3. The BrandEmotivity teamthat collaborated on this paper/ 团队介绍 nuno santos mark brilL christian linnestad changchang liu Global partner Partner UK MOBILE CONSULTANT-UK consultant UK 全球数字战略家 合伙人 - 英国 移动顾问 – 英国 品牌顾问 - 英国 BrandEmotivity BrandEmotivity BrandEmotivity MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #3
  • 4. Chapter 1 第一章 Mobile 中国的 Devices 移动终 in China 端现状MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #4
  • 5. Chapter 1 第一章Mobile Devices in China 中国的移动终端现状Smartphones 智能手机Data from China’s three ownership. There is a continued trend 中国三大电信运营公司2012年5月 用手机上网,消费内容,应用各telecommunications operators in of consumers who want to browse the 的数据显示,目前中国有大约10 种app和相关服务的需求与日俱May 2012 shows that there are now Internet on mobile, consume content 亿的手机订阅用户。 一项来自美 增。智能手机也逐渐发展得更为approximately 1 billion mobile phone or engage through apps and services. 国市场调查公司无线智能的报告 先进精巧,这个趋势很大程度上subscribers in the country. A report Whilst smartphones are becoming morefrom analysis company Wireless powerful devices, helped by brands such 预估有中国有1亿智能手机用户, 归功于苹果和三星的销售强势手Intelligence, estimates that there are 100 as Apple or Samsung, the availability of 占总体手机持有率的10%。这表 机。而在中国,智能手机大幅度million smartphone users in China, a such handsets at a lower price point has 明,中国消费者已经认可并首次 相对低廉的价格,也为这个趋势smartphone penetration of 10%. For the contributed to this uptake. 引领智能终端新趋势(iOS,安卓 带来惊人的效应。first time ever, China leads in new smart 智能手机和电脑),且已成为世device adoption, which includes iOS and 界最大的移动营销市场。消费者Android smartphones and tablets. As aresult, the country is the largest mobilemarket coupled with the largest mobile 智能手机 Smartphone vs PC Sales (Data Center of China Internet, 2011) 智能手机和桌面电脑销售趋势 (互联网数 据中心, 2011) 桌面电脑 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #5
  • 6. Chapter 1 第一章Mobile Devices in China 中国的移动终端现状The graph on the previous page shows in China are increasingly preferring 上图显示,目前,中国的智能 亿智能手机,显然,中国消费者how smartphone sales in China are mobile as their primary device. Brands 手机销售趋势迅猛增长,并将 将更偏好手机作为他们的主要日booming and will eclipse PC sales in the who wish to engage with Chinese 在几年后远远超越桌面电脑市 常工具。想引领中国消费者的品next few years. 2011 marks a significant consumers should realize that mobile is 场。2011年,智能手机的市场 牌商家必须意识到移动市场在中milestone, as it was the first year when a key platform through which to reach 销售情况首次超过桌面电脑,这 国大市场环境中已达到了一个举smartphone sales exceeded those of this market.PC. It is estimated that 304 million 标志着一个划时代的开始。据估 足轻重的地位。smartphones will be shipped in China in 计,到2015年,中国将发货3.042015, and it is evident that consumers 智能手机 No. Of Internet Users (Data Center of China Internet, 2011) 互联网用户数据 (互联网数据中心, 2011) 桌面电脑 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #6
  • 7. Chapter 1 第一章Mobile Devices in China 中国的移动终端现状 SMS REVENUE GROWTH (Y-O-Y)With smartphone sales in China 60% 智能手机热销超过桌面电脑促使exceeding those of PCs, more and 50,6% 中国消费者选择用手机上网的趋more users are choosing to access 50% 势也在持续上升。上图显示用户the Internet through their phone. The 通过手机和电脑两种途径上网的graph on the previous page shows 40% 30.5% 30.2% 增长趋势。由图可见,手机上网the growth of mobile compared to PCfor users accessing the Internet. It is 增长趋势显著,明年(2013年) 30% 20.1% 就将超过桌面电脑成为更受中国evident that mobile is growing quicklyand becoming the preferred method to 消费者青睐的上网媒介。到2015 20%connect online. Mobile users will surpass 6.3% 年,中国用户通过手机上网预计those on desktop by 2013, and by 2015, 10% 1.8% 将达到9.2亿。an estimated 920 million Chinese people -11.6%will connect to the world through their 0%mobile devices. 2005 2006 2007 2008 2009 2010 2011 Source: China Mobile Ltd ZHANGYE/china daily China Mobile SMS revenue growth YOY (China Mobile Ltd.) 中国移动短信收益逐年趋势(中国移动)With the increased smartphone behavior. These channels are expected 随着智能手机在中国市场的渗透 根据中国移动2012年9月份数据penetration in China, along with to dominate the market in the coming 式增长,3G/4G网络的持续式发 报告,中国移动的短信服务收益improved 3G/4G networks, operators years. 展,中国的移动网络正见证着短 已从2009年的536亿元跌到去年such as China Mobile are experiencing 信需求服务的下滑。大规模及时 (2011年)的465亿元。a drop in demand for short message According to figures from China Mobile 通讯应用和社交网络/微博的普services and an increased take-up in in September 2012, their short messageIP-based communications. The above services fell to 46.5b yuan in 2011, from 及正在改变着消费者行为,可以graph from China Mobile shows a a 53.6b peak in 2009. 预见的是,此趋势将在未来的几rapid reduction in their annual SMS 年内称霸市场。revenue growth. The widespread useof instant messaging, social messagingand microblogs are changing consumer MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #7
  • 8. Chapter 1 第一章Mobile Devices in China 中国的移动终端现状 中国移动数据业务副经理沈红群“Wireless data traffic, applications andinformation services could be the most Tablets 表示,“无线数据传输,应用和 平板电脑important parts of China Mobile’s data 信息服务未来将成为中国移动最 伴随着智能手机的显著增长,中 Along side the significant rate ofservices business in the future” said smartphone adoption, China as also 重要的数据业务。” 国市场同时也掀起了一场类似的Shen Hongqun, deputy manager ofChina Mobile data business department experienced a rapid uptake of tablet 平板电脑热潮。到2011年第三季 devices. By the third quarter of 2011 基于网络平台的应用沟通对于消 度,平板电脑销量就已赶超了桌to mobile PC sales, including those of 费者来说更为经济实惠;在许多 面电脑(2012年NPD Display-Communication through web-based tablets, overtook desktop PC sales 应用上都是免费的。此外,和创 Search 季度中国PC报告)。摩applications is cheaper or even free for (NPD DisplaySearch Quarterly China 意革新的移动应用相比,短信在 根斯坦利在一份2012年5月的报告consumers. Furthermore the functionality PC Report, 2012). A May 2012 report 富媒体分享(比如图片或视频) 中指出,41%的中国消费者有兴of these new, innovative communication from Morgan Stanley found that 41% 时,也相形见绌。 of Chinese consumers are interested in 趣在下一年购买平板电脑,相比apps, brings a rich media experience purchasing a tablet within the next year, 之下,美国只有11%,而世界范which SMS cannot deliver. compared to just 11% for the U.S., and 智能手机将变成品牌和消费者线 围内也只有21%。 21% worldwide. 上沟通的主要界面,也正在改变With this rapid adoption of smartphones 着消费者行为。在智能手机逐步 我们已然看到平板电脑的兴起比in China, they will become theprimary interface between brands We have already seen worldwide 抢占市场份额的同时,功能手机 智能手机的发展速度更快。而and consumers; a move away from tablet uptake happening faster than 销量也在逐步下降。人们用手机 且,随着中国被打造为全球最大desktop computers. At the same time, smartphone adoption. However, with 几乎能实现所有上网能做的事 的消费者市场,其对平板电脑的this adoption is also changing consumer China is set to become the largest 情,比如消费内容,购物,广 需求将大大超过其他国家。由于behaviour. At the most fundamental consumer market globally, demand for 告,听音乐和联络自己的社交网 tablets will be considerably greater than 越来越多中国家庭的与时俱进,level, mobile users do the same activities 络。这改变了中国人彼此沟通和 他们更倾向选择平板电脑,其价 other countries. As more and moreas online desktop; they consume content, Chinese homes become connected, their 连接世界的方式,还改变了他们 格合理,使用轻松,并且是符合they look at ads, they shop, they listen to 体验和与品牌互动的方式。伴随music and they access social networks. preference is to purchase tablet devices. 他们预期理想的一类终端产品, Although largely driven by cost and ease 着中国消费者对智能手机的逐步 尤其是iPad。However, as mobile is the first onlineexperience for many, it is changing the of use, tablet sales are also influenced by 认可,移动商务的持续迅猛发展way the Chinese are connecting with the aspirational perceptions of such devices, 也将对网上购物起到重要影响。world and with each other. Significantly, especially in sales of the iPad. 而这种消费者行为的改变正意味it is also changing how they experience 着智能手机将成为品牌和消费者and engage with brands. There are 沟通的主要界面。major implications for online shopping,for example, with the continued growthin mobile commerce. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #8
  • 9. Chapter 1 第一章Mobile Devices in China 中国的移动终端现状 Conclusion 值得注意的是平板电脑与智能手 结论It is also important to recognizethat tablet engagement is different 机的差异化。虽然目前还没有针to smartphones. Whilst there is no 对中国的数据分析,但其他国家data specifically for China, trends in 的趋势显示了品牌扩张在平板电other countries show the potential of The figures show that China is a market 脑领域的潜力。首先,平板电脑 智能手机和平板电脑的销量都已brand propositions on tablets. Firstly, which cannot be ignored. Both mobile 具有共享性。例如,根据Com- 超过桌面电脑,中国已经变成世tablet devices are typically shared. For and tablet sales have surpassed those score公司提供的数据,英国的 界最大的移动市场。智能手机和example, the UK has nearly 7% iPad of the PC, and China now represents iPad占有率低于7%,但这却意味 平板电脑被认定为最常见的上网ownership based on Comscore data, but the World’s largest market for these 着20%的家庭。 方式,这其实是对品牌发展的一that represents 20% of households. products. Such devices have become the 个重要提示。移动平台提供了 preferred method of connecting to the 一项Adobe研究报告显示,在 一个与中国消费者参与互动的渠An Adobe Research report in late 2011 Internet, which brings major implications 2011年末的网上购物情况中,平 道,核心其实是一个逐步适应智found that when it comes to online for brands. The mobile platform provides 板电脑的使用趋势也表现不俗。 能手机和平板电脑平台的商业局purchases, tablets perform well. Their an engaging and interactive channel to 数据显示,2011年在美国假期期 势。study, over the 2011 US holiday period connect with Chinese consumers. At the 间,平板电脑用户比手机用户的reported that tablet users spend 54% heart of this is the growing adoption of 使用时间超过54%,比桌面电脑longer on sites than mobile users, and mobile and tablet commerce. 用户网上购物成交量超过20%。purchase over 20% more than desktop 从一个品牌角度,平板电脑拥有visitors. From a brand perspective, 和手机一样的及时性和便携性,tablets bring both an immediacy and 但却有比桌面机更为丰富的用户portability of a mobile device, but a 体验。一旦有应用需求,用户将richer content experience than that of 优先使用他们的平板电脑,而非their smaller cousins. Where owned, 其它。英国互联网广告协会(IAB)users are increasingly reaching for their 2011年12月报告显示,有近一半tablet before any other device. In an IAB 的受访者表示他们使用平板电脑study in December 2011, nearly half of 的原因是“便携”,还有37%的respondents said they used their tablet 人表示,平板电脑拥有最轻松简because it was ‘the easiest to pick up’ 洁的用户界面。and 37% said that it offered the easiestuser interface. 显然可见平板电脑对深入中国市 场的重要性。它能为品牌能联动It is clear that tablets are an important 中国的目标消费人群搭建一个深platform for brands in China. They can 度,丰厚的媒介平台。provide a deep, rich engagement to theright target audience. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity #9
  • 10. Chapter 2 第二章 All 存异与求 The Same 同-中国 All Different 特色移动 营销版图MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 10
  • 11. Chapter 2 第二章All The Same All Different 存异与求同-中国特色移动营销版图The online experience is different in were established as clones of their 中国有卓然不同的互联网业态和 服务成熟的网络环境。一些网站China, and so too is the landscape of western counterparts, they are becoming 局势,如社交网络,微型博客, 的特色在Facebook, Pinterest,social networks, microblogs, professional innovative, highly developed services 职业社交网站,图片和视频分享 twitter也未曾见到。然而,这些social networks, photo and video in their own right. Many of these 网站。西方几大网站在中国都被 中国互联网络却始终局限在中国sharing sites. The largest social media are introducing features not seen in 封锁,这导致在过去3至4年间, 领域活跃。channels elsewhere, are blocked in Facebook, Pinterest or Twitter. However, the expansion of these networks has not 中国互联网涌现出大批各色网China. This has lead to a plethora ofdifferent Chinese networking sites, been global and the activity has been 站,结果造就了一个复杂拥挤的many of which have emerged in the restricted to China. 社交网络局势。即使许多网络是last three or four years. The result is a 所谓的“山寨”,它们事实上发complex and congested social media 展出拥有自我特色,日趋创新,landscape. Although many networks MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 11
  • 12. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Social is growing 智能手机Because China still has a long way to police their users, and a points system 介于中国在互联网普及率上还有 用的一个评分监控系统,目的就go with Internet penetration, there was introduced in 2011 to manage user 一段漫长的道路,这也意味着 是让用户自我管理互相汇报那些are still plenty of opportunities for misconduct and punish abusers. 社交网络的兴盛还有很大发展 在网上撒播敏感传闻,屡教不改growth in social networks. According 空间。根据麦肯锡公司报告“ 的人。to McKinsey’s ‘China’s Social Media 中国社交媒体繁荣”,2011年Boom’ report, Internet penetration The system censors a range of topics,in December 2011 was 38% (which of which a few is listed below: 12月,互联网普及率是38%(included those accessing the Internet 此为通过桌面机和手机上网的数 审查制度主要针对一些敏感有争from both PC’s and mobile phones). Opposes the basic principles 据)。与此同时,根据路透社报 议的话题,比如,This is in stark contrast to the US, established by the constitution 道,Facebook在美国本土市场where internet usage is at a high level Harms the unity, sovereignty, or 却面临用户量缩水的局势。美国 反对宪法确定的基本原则的;(78% according to McKinsey’s report) territorial integrity of the nation 本土市场的互联网高普及率(根 危害国家统一、主权和领土完and Facebook numbers, according to a 据麦肯锡报告,美国互联网普及 Reveals national secrets, endangers 整的;Reuters report, is falling. It is estimated national security, or threatens the 率为78%)让Facebook几乎达that the number of mobile Internet users 到了饱和点。据估测在2015年, honour or interests of the nation 泄露国家秘密、危害国家安全in China could reach more than 900 Incites ethnic hatred or ethnic 中国的手机互联网用户将超过9 或者损害国家荣誉和利益的;million by 2015. Currently, more than500 million Chinese citizens are online discrimination, undermines ethnic unity, 亿。目前中国现有超过5亿的网民 (中国互联网络信息中心,2011年 煽动民族仇恨、民族歧视,(CNNIC, November 2011). Other key or harms ethnic traditions and customs 11月)。其它拉动中国社交群网络 破坏民族团结,或者侵害民族风drivers of the growth in social media inChina stem from an underlying mistrust Promotes evil teachings and superstitions 增长的关键动力包括, 政府高度 俗、习惯的;of government-controlled media, along Spreads rumours, disrupts social 控制的一个潜在不受信的传统媒 宣扬邪教、迷信的;with the separation of families due to order, and destroys societal stability 体环境,及背井离乡从偏远地区migration from rural to urban areas. Promotes illicit activity, gambling, 到城镇的移民潮。 散布谣言,扰乱社会秩序,破 violence, or calls for the committing of crimes 坏社会稳定的;Strict censorship Calls for disruption of social order through illegal gatherings, formation of 严格的审查制度 宣扬淫秽、赌博、暴力或者教There is an important difference 一个相当重要的特殊性是中国政 唆犯罪的; organizations, protests, demonstrations,between Chinese channels and those mass gatherings and assemblies 府严格控制的互联网审查制度。 煽动非法集会、结社、游行、elsewhere due to strict government Has other content, which is 以中国版本的Twitter -新浪微博 示威、聚众扰乱社会秩序的;censorship. Users of Twitter’s Chinese 为例,需要遵守一些特定条例,counterpart Sina Weibo for example, forbidden by laws, administrative regulations and national regulations. 以打击防范一些网络传言和敏感 有法律、行政法规和国家规定have to abide by regulations aimedat preventing online rumours and 有争议的言论。政府对社交网站 禁止的其他内容的。controversial posts. The government 施加压力,要求各个网站审查其puts pressure on social networks to 用户言论。最近,在新浪微博引 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 12
  • 13. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Social Media Etiquette in ChinA 中国的社交媒体风格It is well established that the social in on the online conversation and posted 众所周知,中国的社交媒体版 品发现问题的照片和视频。此品media landscape in China is a different images and videos about their own 图,较之西方是一派全然不同的 牌的股票就此严重受挫。one. This has further implications problems with the company’s products. 景象。更深层的含义其实是提醒for brands in terms of social media The brand’s equity was severely 品牌该如何思考去适应中国特色 在西方的社交网络很少能看到品etiquette. How should brands behave on damaged. 的社交媒体环境? 牌商家的相互攻击,而在中国却Chinese social networks? Although it is rare for brands attack 屡见不鲜。根据麦肯锡报告-”The sheer scale of the landscape each other on social media in the West, 中国互联网庞杂的体系以及满足 理解中国社交媒体”,许多公司poses a challenge for brands, along it is different in China. According to a 消费者预期对品牌来说是个挑 雇用“枪手”抨击他们竞争对手with the need to meet the consumer’s McKinsey article ‘Understanding social 战。因此掌握中国社交媒体的游 的产品或制造负面新闻。这对于expectations. It is important to learn media in China’, many companies 戏规则并能带动意见领袖才是首 品牌在运筹社交媒体平台时是个the rules of the game in social media, employ “artificial writers” to attack 要之举。这在麦肯锡公司报告‘ 重要提醒,尤其是当他们想深入and engage with key opinion leaders. competitors with negative news. This 中国社交媒体繁荣’中有所佐 挖掘消费者心理时。品牌应将此This is exemplified by a case study is a key insight for brands managing 证。一位有影响力的博客抱怨一 可能性做好应对策略,否则很可in McKinsey’s ‘China’s Social Media social media, especially when mining 家跨国家电公司的产品有缺陷。 能在其市场研究中误入歧途。Boom’ report. A popular blogger for consumer insights. Companies must 此公司通过新浪微博予以回应,complained about a defect product factor in this impact, or risk drawing thefrom a multinational appliance maker. wrong conclusions from their research. 但并不承认是产品质量问题。其The company responded through micro 它消费者也加入此线上争论,并blog Weibo, but it did not recognize the 在网上发布他们购买这家公司产quality problem. Other consumers joined MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 13
  • 14. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Advertising in Social Media 社交媒体广告In Europe and the US, social networks Figures show that advertising is 西方媒体环境中,社交网络在埋 数据表明,广告收入是社交网络are struggling to figure out how an important driver of revenue for 头寻找如何能让品牌在其多平台 的重要收入来源。美国彭博咨询brands can advertise effectively and Chinese social networks. According to a 的智能移动终端用一种不侵扰消 公司在2012年3月报告,人人网有unobtrusively to mobile consumers. Bloomberg article in March 2012, 42% 费者的姿态做广告。Facebook 42%的年收入来自广告,而新浪Facebook have successfully implemented of RenRen’s revenue in 2012 came from 就成功为桌面机用户搭建了一个 微博在2011年则有76%的年收入an advertising platform for desktop ads, and Sina Weibo earned 76% of revenue from ads in 2011. 广告平台从而盈利,然而,他 来自广告。users, however they have only juststarted to find a way to make money 们还没有找到对正在急剧增长的from the increasing use of Facebook The networks are, however, struggling 手机应用用户的盈利方式。而 然而,这些社交网络仍旧在寻找on mobile devices. Twitter, however, to make money from mobile. Currently Twitter在此问题上貌似比Face- 如何在移动终端平台上盈利。根is leading Facebook in this area. An at RenRen, only 10% of revenue comes book略胜一筹。美国调查公司 据华尔街日报2012年9月的报道,eMarketer report from September 2012 from mobile, according to a report from eMarketer2012年9月报告预 目前人人网只有10%的年收入来estimates that Twitter will hit $130 Wall Street Journal in September 2012. 测,Twitter2012年在美国的移动 自智能手机平台。此报道还称人million in US mobile ad revenues in 2012 The same source reports that RenRen 营销广告收入将盈利1.3亿美金, 人网调配45%的人力致力于发展compared to $72 million for Facebook. has devoted 45% of its workforce to 而Facebook则为7200万美金。 其自有的移动平台,此迹象说明Is the situation in China similar, and are focus on its own mobile development, 那么中国的局势与之相似么?中 移动营销在中国市场平台的重要the Chinese networks struggling with showing the importance of mobile inthe same issue? China. 国的社交网络也在挣扎于相似的 性。 问题么? MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 14
  • 15. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状The graphic on the right shows the 以下此图显示社交媒体,搜索引social media, search and commerce 擎和在线商务在西方和中国的局landscape in Europe and America and 势对比。显然,中国的网络环境the comparative Chinese landscape. It is 更加纷繁复杂,这将为想要在evident that the Chinese landscape is a 移动和数字营销领域影响中国消much a more complex and fragmentedone, offering both opportunities and 费者的品牌,同时带来机遇和挑challenges for brands who wish to 战。engage with consumers in thesechannels. 请理解此概况不能详尽的展现全 部局势,而只列出重要有影响力The chart is very much an overview, 的社交网络和品牌。which shows the principle social mediachannels and theirChinese counterparts:THE DIFFERENCE BETWEEN 中国市场和西方的不CHINA AND THE WEST 同之处 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 15
  • 16. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Mobile Commerce 移动电子商务Mobile is now a key channel for a product or service on their device, 提到电子商务,手机可以说是一 购买。中国市场的特殊性在于,commerce in China. There has been according to the same Google report. 个相当关键的渠道。人们愈加习 大多数消费者购物时是通过淘宝a significant increase in the use of 73% of consumers actively carry out 惯用智能手机网上购物,而企业 收集信息,而不是在谷歌或百度smartphones for shopping and an shopping research on their phone and 也愈加重视这个重要转变。市场 上开始的。这主要是由于淘宝封increasing number of companies follow this with a purchase through 咨询公司艾瑞网预测,2011年中 锁了中国最普及的百度网络搜寻are recognising these opportunities. their desktop computer. 51% research 国的移动购物总交易额已达10亿 端。Research firm, iResearch estimates that products on their phone and thenthe total transaction volume in China’s purchases it through an offline channel, 英镑,并预计在2015年达到300mobile shopping market reached £1 such as in- store. What is unique to 亿英镑。淘宝网就有1亿的唯一访 当然,距手机购物的完全普及还billion in 2011, and is projected to reach the Chinese market, however, is that 问量来自其淘宝的Apps和手机平 有一定距离。谷歌报告指出,60£30 billion by 2015. In March 2012 most shoppers start their search within 台,根据淘宝自己的研究数据显 %的人还是偏好用桌面电脑进行the Taobao sites reached more than Taobao, as opposed to starting with 示,他们预计这个数字将在2013 网上购物,大约有三分之一的人100 million unique visitors coming via a Google or Baidu search. This is due, 年翻倍。谷歌的“我们的移动星 感觉,用智能手机网上购物有些Taobao apps and mobile sites. According in part, to the fact that Taobao blocks 球报告”(Our mobile Plan- 复杂。另一个重要的顾虑是安全to their own data, Taobao expects this spiders from the most used Chinese et,2012年5月)显示中国有59% 问题,10个用户里就有5个用户认figure to double by the end of 2013. search engine, Baidu. 的智能手机用户通过手机购物或 为用智能手机购物没有安全感。Google’s Our Mobile Planet insights onChina states that 59% of smartphone There are, however, still barriers to 定制服务。77%的用户有在上个 还有一些争议包括,支付系统太users have purchased a product or shopping via mobile. The Google report 月有用手机购物的行为,76%的 复杂,有些网站还没有手机版本service on their smartphone. 77% of found that 60% would still prefer to use 用户至少每月一次用手机购物。 的网上支付系统。these smartphone shoppers have made a PC instead, and about a third felt it isa purchase in the past month, and 76% too complicated to use their smartphone 此外,手机正在改变消费者行make mobile purchases at least once a when shopping online. Another 为,同时也影响其它商务渠道。month. important issue is security; 5 out of 10 根据谷歌的报告,事实证明,97 users do not feel secure when using %的用户通过手机得知产品或服Additionally, mobile is changing their smartphone for shopping. Other 务信息。有73%的消费者会主动consumer behaviour, which is impacting barriers to mobile purchase include;on other commerce channels. This is payment is seen as too complex, and the 用手机提前了解产品信息然后进evident by the fact that 97% of Chinese lack of mobile-specific payment systems. 行线上购买。51%的消费者也会smartphone owners have researched 用手机了解信息,然后线下进店 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 16
  • 17. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状The biggest mCommerce player, by 80% 目前,这个市场最大的商家是淘far is Taobao (owned by the Alibaba 宝(阿里巴巴集团旗下),根据Group), which, according to official 官方数据显示,现有4亿用户通过figures, has 400 million users across its 60% 其主要两大网上阵营进行购物-two main platforms Taobao Marketplace 淘宝和天猫(前淘宝商城),其and Tian Mao (previously Taobao Mall), 占有72%的市场份额。淘宝网是and a market share of 72%. Taobao 40% C2C的模式,与eBay相似,而天Marketplace is a C2C marketplace similarto eBay, and Tian Mao is a dedicated 猫是专为国际品牌设计的B2C模B2C platform designed for international 20% 式的网上商城,为国际品牌在中brands to sell and promote their 国销售和宣传知名度搭建了一个products in China. 平台。 0% TAOBAO 360BUY AMAZON CHINA DANGDANG OTHER M-commerce companies by market share (Company figures/iResearch) 移动商务商家市场份额分配图(公司数据/艾瑞网)M-commerce in China has not yet CEO John Donahoe revealed in January 中国的移动电子商务还没有真正 趣网的CEO John Donahoe在caught up with the biggest brands 2012 that eBay reached a mobile GMV 与西方那些大品牌合作,但也相 2012年1月宣布其2011年的商品elsewhere, however it is not far behind. of £3.1 billion in 2011, and that they 差不会很多。根据美国国际数据 价值总额为31亿英镑,并期待According to an IDG News article from expect to reach £8 billion by the end 集团在2012年的报告,由于智 2012年底将达到80亿英镑。据May 2012, Taobao projects that by the of 2012. A report from InternetRetailer. 能手机和平板电脑平台的急剧 InternetRetailer.com预计,亚end of 2012, the gross merchandise com estimates that Amazon will reachvalue (GMV) from mobile purchases will £2.5 billion in mobile sales by the end of 壮大,淘宝预计在2012年底, 马逊在2012年底移动营销额将达reach £5 billion because of the growing 2012. 其移动营销市场的商品价值总额 到25亿英镑。smartphone and tablet adoption. eBay (GMV)将达到50亿英镑。易 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 17
  • 18. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状 淘宝同时还与社交网站合作。Taobao also receives traffic from socialnetworks. Although Pinterest can be Mobile OS 比如,Pinterest被视为和Face- 严格的审查制度considered a social network, much like In terms of mobile operating systems, book, Google+性质一样的社 淘宝同时还与社交网站合作。Facebook for Google+, in China, there Android dominates the Chinese sector 交网站,但在中国,却有一堆 比如,Pinterest被视为和Face-are many clones of the picture pinning Pinterest的山寨网站。其中最大site. The most important ones are Fa with a market share of 59% in Q1 book, Google+性质一样的社 2012 and shipping 90 million units 的几个是“一淘发现”,“蘑菇 交网站,但在中国,却有一堆Xian, Mogujie and Meilishuo. Fa Xian,in April 2012 had more than 60,000 (IDC Global smartphone market share 街(晒货)”,“美丽说”,根据英 Pinterest的山寨网站。其中最大viewers a day, according to a BBC report 2012). The success of this OS can 国BBC文章报道,其中一淘发现 的几个是“一淘发现”,“蘑菇report. However unlike Pinterest, which be largely attributed to the choice of (淘宝网的分线平台)拥有一天6 街(晒货)”,“美丽说”,根据英is simply about social engagement, the manufacturers, which include Samsung, 万次的访问量。如果说Pinterest Motorola and HTC. Additionally, domestic 国BBC文章报道,其中一淘发现Chinese counterparts are more closely 在西方网络环境只是一个社交网 (淘宝网的分线平台)拥有一天6 manufacturers such as Huawei andlinked to e-commerce. Just as Pinterest, ZTE also offer their products with 站,那么其中国的“同行们”却 万次的访问量。如果说Pinterestusers can “pin” and comment on images Android operating systems. They have 跟电子商务结合的更加紧密。如 在西方网络环境只是一个社交网on virtual pin boards, Fa Xian lets users 同Pinterest,用户可以“截”下shop, too. Any products pinned on the recently increased their retail volume 站,那么其中国的“同行们”却 by delivering highly functional devices 自己喜欢的网络图片,“钉”在 跟电子商务结合的更加紧密。如platform are available for purchasethrough the two Alibaba-operated at competitive retail prices. According 自己的网络图钉板上,供分享点 同Pinterest,用户可以“截”下websites, Taobao Marketplace and Tian to trade sources, local players are more 评。而中国的一淘发现除此功能 自己喜欢的网络图片,“钉”在Mao. popular amongst those price-sensitive 外,还能支持用户购买到图中喜 自己的网络图钉板上,供分享点 mass and lower-end consumers. The 欢的东西,任何“钉”在自己图 Android operating system is expected 评。而中国的一淘发现除此功能 钉板上的物品都能在阿里巴巴集 外,还能支持用户购买到图中喜 to continue to gain ground, as most consumers have already shown great 团旗下的淘宝和天猫上买到。 欢的东西,任何“钉”在自己图 interest in the operating system. Apple’s 钉板上的物品都能在阿里巴巴集 iOS system has a market share of 23% 团旗下的淘宝和天猫上买到。 in Q1 2012, shipping 35 million units (IDC). iOS will also see strong growth due to the on-going popularity of both old and new generations of the device, and enhanced by its reputation as an aspirational brand. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 18
  • 19. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状App Stores 应用商城China is seeing a tremendous growth Firstly, Chinese smartphone users are 中国的app(手机应用市场)正 首先,中国的智能手机用户倾向in the apps market. Data from analytics inclined to turn to sources other than 在经历拔地而起的巨大增长。应 于用运营商资源而不是应用系统firm Flurry, stated that in 2011, China the platform’s app stores (Android and 用分析公司Flurry2011年报告指 平台的资源(比如安卓和苹果的delivered an app usage growth of an Apple). This explains the success of 出,中国的应用产业造就了难以 应用商城),这就解释了中国移incredible 1,126% compared to the China Mobile’s app store. China Mobile 置信的1126%的增长率。苹果的 动“移动应用商场”的获得成功year before. The Apple App Store was is not the only operator with their own store – China Unicom and China App Store2010年在中国市场刚 的原因。中国移动并不是唯一一first launched in 2010 in China, buthas rapidly become the second largest Telecom also have their own offerings, 刚登陆,就一举成为世界第二应 家拥有移动应用业务运营商,中app economy, behind the US. China’s further complicating the app space. 用市场,仅次于美国。中国国内 国联通和中国电信也拥有其自己biggest operator, Mobile China, grabbed 最大的电信运营商-中国移动, 的应用商场,这使得中国的应用the opportunity in 2009 and opened its In terms of downloads, China is Apple’s 借此机会在2009年开创了自己的 市场局势更加纷繁复杂。own app store called Mobile Market. In second largest app market, according 应用平台,移动应用商场(Mo-late 2011 they had 150 million registered to a report from analyst firm Stenvall bile Market)。北京迈博瑞咨询 在下载应用方面,根据市场分析users according to figures from Beijing- Skoeld, in August 2012. The app store 有限公司报告指出,2011年末, 公司Stenvall Skoeld报告2012年based Marbridge Consulting. Their accounted for 18% of total downloads 中国移动的移动应用商场就拥有 8月报告,中国市场是苹果第二大customers have downloaded more than in Q2 2012, but just 3% of revenue. 了1.5亿的注册用户,消费者从这 应用市场。苹果的App Store在630 million apps. With Android now The figures suggest that the vastclaiming almost 60% of the market majority of iPhone users in China prefer 个应用平台上已下载超过6.3亿个 2012年第二季度贡献18%的下载share, the Google Play app store is downloading free apps. iPhone users 应用程序。鉴于安卓系统的宣称 率,但却只营收的3%。数据显also making its mark in China. Their in China are also inclined to pay for 占有60%的市场份额,Google 示,绝大多数中国的iPhone用户growing market share does, however, ad-free apps: 25% compared to 13% of Play的势头也难以忽略。然而, 更倾向于下载免费应用。根据果hide some complexity: According to an Android users, according to a Guohe Ad 高市场份额也隐藏着一些复杂 合广告2012年3月白皮书,中国的App Annie report, China is a very small white paper from March 2012. 性,根据应用安妮报告(App An- iPhone用户会更加愿意订购免广market for Google Play. This reflects nie report), 中国的Google Play 告的应用其比率为25%,而安卓how the growing app space in China is 只占了一小部分市场。这反映了 用户则为13%。very different from that in Europe and 中国的移动营销市场与西方市场America. 的大相迳庭。 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 19
  • 20. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Mobile Search 移动搜索The graph right shows the three key OTHERS 根据易观智库产业数据库发布数players in the Chinese mobile search 据显示,上图所示中国搜索引擎engine landscape. Baidu is by far the 24% 市场三足鼎立的格局。百度是目biggest engine with a 35% share,followed by Yisou, 21%, a search engine 35% 前为止最大的移动搜索引擎,占 有35%,紧随其后的是雅虎易搜launched by Yahoo. Chinese searchengine SoSo (owned by Tencent) has a 21%和腾讯的搜搜,20%。20% share according to the report byEnfoDesk/Analysys International. 搜索引擎是一个相当关键的切入Search engines are important in the 20% 点,因为它是(就消费者而言) 使用手机时,最普遍与品牌接触Chinese mobile landscape as they are 和互动的途径。智能手机是主要a common method of reaching orengaging with brands. Smartphones are 21% 搜索渠道;有63%的用户每天在 手机上搜索信息,有87%的智能a key channel for search; 63% search on 手机用户在看完一个线下广告后their smartphones every day, and 87% 会用手机搜索相关信息。(谷歌of Chinese smartphone owners haveperformed a mobile search after seeing 我们的移动星球,中国,2012) Main search engines’ market share on mobile (EnfoDesk/Analysys International)an offline ad (Google Our Mobile PlanetChina, 2012). 中国主要搜索引擎移动平台分布 (易观智库产业数据库)However, there are some key issues to mobile, the consumer is unlikely to enter 然而,这里有一些值得注意的因 获知信息或与品牌互动的机会。consider with mobile search in China. the site and engage with the brand. 素需要考虑。很少有用户在用手 这即体现了搜索引擎优化的重要Most users just browse one or two Whilst search engine optimisation (SEO) 机搜寻信息时浏览许多页搜索结 性。不过, 考虑到中国多样化pages in a search result; Google’s Our is important in China, it is also important 果,根据谷歌的‘我们的移动星 的搜索引擎现状是很有必要的,Mobile Planet China report found that as to consider the fact that Google does not 球’中国篇报告,有41%的中国 因为它们其实和谷歌,Bing,雅many as 41% only look at the first page dominate in the same way as elsewhere.of results when conducting a search on Brands also need to optimise for Bing 用户在用手机搜索信息时只浏览 虎在搜索引擎优化服务上不尽相their smartphone (61% in the US and and Yahoo. 搜索结果的首页内容(美国此项 同。59% in the UK), meaning that the first 数据为61%,而英国为59%)page of mobile search results is key. If ,这意味着移动搜索的首页信息a brand does not appear on the first or 是关键。如果一个品牌信息在自second page after a natural search on 然搜索结果中不能在首页或第二 页上出现,消费者将不太可能有 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 20
  • 21. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状The most important search engine in should register a Pinyin version of their 目前中国最大的也最有影响力的 有启示作用。例如,品牌商家China by far is Baidu. Even though they brand name for the domain. 搜索引擎是百度。即使百度是比 应为其官网注册一个汉字拼音名are the largest player in the market, their 较重量级的市场巨头,它的运算 称。search algorithm is less sophisticated Even if a brand’s official language is 程序其实并没有谷歌,雅虎和than those developed by Google, Yahoo English, it is important to include a Bing的尖端复杂。但当谈到搜 对品牌来说,即使是英文的品牌and Bing. For SEO, it is therefore critical significant amount of Chinese text on a site. Without enough content in Chinese, 索引擎优化时,搜索到对位的中 官网,建立一个内容丰富的中文to use the right Chinese keywords. Thiscan be challenging, considering the it’s difficult for the website to achieve a 文关键词是具有挑战性的,因 网站也很有必要。没有中文页many Chinese dialects, input methods or good ranking with search engines like 为除了中文方言的多样性,许多 面,品牌很难打入像百度这样的the in which words can have different Baidu, which give preference to those in 中文词义在不同方言中的含义也 搜索引擎页面排行的头几名,因meanings in different dialects. For the native language. A key consideration 不同。比如,中文“奢侈”一词 为百度是以中文搜索为主的搜索example, the word “luxury” does not with regard to content is the strict 与英文的含义并不完全相同,更 引擎。还有一项值得注意的是,have an equivalent word in Chinese, regulations which apply in China 确切的意思是奢靡高端。除此之 不同于西方国家,中国互联网实so a more appropriate term might be compared to Western countries, explored 外,在百度搜索中,拼音是最常 行相当严格的内容审查制度,具“extravagant” or “high end”. In the case in detail in the introduction of Chapter 2. 用的中文输入法。这些特点都对 体请见第二章内容。of Baidu, Pinyin Chinese is the preferred 品牌商家成功策划搜索引擎策略method of input, which has implicationsfor brands that wish to have a successfulSEO strategy. For example, brands MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 21
  • 22. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Social Networks 互动社交网络Social networking sites boomed in 2008 in the world. There is a high distrust 互动社交网站在2008年兴起于大 他们倾向于先在社交网站上查看among university students and young of merchants, so Chinese consumers 学生群体和年轻白领族,并迅速 产品推荐。根据波士顿咨询集团professionals which rapidly spread into are highly likely to check for product 扩散到各个领域。 报告,40%的中国在线用户表示all sectors. recommendations on social networking 他们阅读和发表言论,这相当于 sites. According to a BCG report, 40% of 最近,麦肯锡调研了5700名中国 美国用户的两倍。A recent McKinsey survey of 5,700 online consumers in China say they’ve read and posted reviews – more than 的互联网用户发现,95%的人在Internet users in China found that95% of people in Tier 1, 2 and 3 cities double the rate in the US. 在一、二三线城市注册了社交网 社交网络在中国的流行同时引发are registered on a social media site, 站,这显示了社交网站在中国互 了中国网民消费行为的转变。麦showing the high penetration of social The popularity of social networking 联网的高渗透率。中国网民也几 肯锡报告显示,社交网络的高增media in the country. Chinese people in China has also resulted in a shift in 乎是最活跃的人群,数据显示, 长使用,导致用户登录其它网站are also among the most active users; consumer behaviour among Internet 过去的6个月中,有91%的受访者 的时间明显缩短,如下图所示。the study found that 91% of respondents users. The McKinsey report found that 表示登录过社交网站,而日本网said they visited a social media site in the increased use of social media has 民为30%,美国网民为67%,南the previous six months, compared with reduced the time spent elsewhere online 韩则为70%。30% in Japan, 67% in the US and 70% significantly, as shown in the graphin South Korea. below. 较之其他地方,社交网站对于中Social media also has a greater 国网民在购买决定上更具影响influence on purchasing decisions for 力。这很大程度是由于中国的消consumers in China than anywhere else 费者更谨慎而不轻易相信商家, SEARCH ENGINE/ 搜索引擎 72 75 41 2How has your time spent on the following changed since youstarted using a social networking site? ONLINE GAMING/ 15 28 48 9 ONLINE VIDEO/ 92 55 31 3使用社交网站后,网民时间分配变化? PORTAL/NEWS/ 92 75 11 3 Decreased time spend by 50% No change E-COMMERCE/ 82 15 81 3 Decreased time spend by 20-30% Increased time spend PHOTO SHARING/ 93 14 81 2Change in time spent online since using social networks (McKinsey iConsumer China 2011)使用社交网站导致的用户时间分配变化(麦肯锡2011年中国数字消费者报告) ONLINE MUSIC/ 8 26 55 11 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 22
  • 23. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状how has your other communication changed since youbegan using social-networking sites?自从开始使用社群网站后,您对于其他沟通管道的使用有了什么样的改变? Use less LANDLINE PHONE/ 25 23 43 91 很少使用 Use somewhat less VIDEO CHAT/ 92 05 51 42 No change MOBILE PHONE/ 41 75 42 33 Use somewhat more TEXT MESSAGING/ 短信 52 65 21 52 很少使用 Use more E-MAIL/ 8 92 0 52 17 3Change in use of other communication channels (McKinsey iConsumer China 2011)使用其它沟通媒介的变化(麦肯锡2011年中国数字消费者报告)Additionally, social networking is All other communication channels have 此外,社交网络逐渐变成越来越 如图显示,所有其它沟通渠道都becoming more important as a channel decreased in use. Landlines will change 重要的沟通途经。下图显示消费 有所下滑。因为智能手机使用的of communication. The graph above inevitably because of the booming 者减少使用其它途经沟通的情 强势增长,固定电话的使用转变shows how consumers use other smartphone space, but there is predicted 况。 是不言而喻的,然后视频通话,channels less as a result. to be a reduction in video chat, text 短信和电子邮件的使用下滑也都 messaging and e-mail. These can all largely be attributed to the increased 在很大程度上归咎于消费者持续 use of social networks among Chinese 增长地社交网络使用习惯。 consumers. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 23
  • 24. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状The landscape of social networks in social networks. Those included below 中国的社交网络局势零散复杂, 然而,人人网是最贴切这一称谓China is a fragmented one, and very can all be considered ‘Facebook equiva- 与西方的情形截然不同。所有知 的社交网站。从移动角度来说,different from those in other countries. lents’, however Renren is the network 名的西方社交网络在中国都被封 中国的智能手机用户也正是社交The most popular Western networks are that best fits the description. From a 锁,这就造就了中国互联网市场 网络的活跃人群。92%的用户访blocked in China, which has resulted in a mobile perspective, Chinese smartphone 各色网站过剩的局面,而这些 问社交网络,49%的用户有至plethora of players in the Chinese mar- users frequently access social networks.ket, each with small differentiations. The 92% visit social networks, and 49% visit 网站只有微小的区别。图中显 少一天一次的访问习惯。所有社graph below shows the main players, at least once a day (Google Our Mobile 示中国的几大互动网站,除此 交网络都开发了智能手机应用平although there are many other smaller Planet China). 之外,还有许多其它网站但用 台。 (谷歌我们的移动星球,中 户数量不多。这些都可以被视 国篇) 为“Facebook的中国版本”, No. Of active users (in millions) (Company figures/ 活跃人群数据(百万) (公司数据/一科 米公司 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 24
  • 25. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Just as the social networks are Launched in 2005, Renren is the nearest 移动平台对网络和应用的优化现 在2005年上线的人人网是中国最fragmented, so too is their mobile equivalent to Facebook in China with 况和社交网络零散纷繁的局势相 接近Facebook的社交网络,有optimisation on web or apps. However, almost 100 million active users. Both the 仿。然而,中国的移动社交媒体 将近1亿的活跃用户,而且其网站the variability of mobile social media interface design and revenue model are 的多变性不会从急剧增长的网络 设计和商业模式都在模仿Face-properties in China, should not copied from Facebook. They have shown 用户这个事实偏离出去。因此, book。在过去的几年中,他们展detract from the fact that there are an impressive growth over the past few 对品牌而言,移动对社交媒体的 现了可观的增长势头,并扩展了increasing number of users accessing years, and are developing advertising,these networks. So, for brands, mobile gaming and e-commerce revenues. 优化始终有其必需性。 广告,游戏和电子商务的收益。optimisation for social media traffic is The typical Renren user is a student or 典型的人人网用户是学生和白领still a necessity. a white-collar worker. The application 目前中国最大的社交网络-QQ 族。它是一个对第三方应用软件 programming interface is open to third 空间,大约有1.9亿活跃用户。这 开放的平台。By far biggest network, Qzone, has party development. 是因为与西方用户不同,中国用approximately 190 million active users. 户更青睐使用及时短信而非电子 与人人网相似的开心网在2008年This is due to the fact that the network Launched in 2008, Kaixin is similar to 邮件。但值得注意的是,这个社 上线,但却是相对小众的网络,has instant messaging, which is more Renren, but with a smaller user base 交网络的主要使用人群多是分布 只有4000万的活跃人群,主要用widely used in China than email. It is of 40 million active users. It is mainly 在二三线城市的青少年,而且普 户群是白领族,而且它是个封闭important to point out that this is a accessed by white-collar workers, andnetwork mainly used by teens in more is a closed platform. Kaixin has been 遍使用昵称或别名。QQ空间同 网络。开心目正挣扎于用户数量rural areas in China, and it is common to struggling recently and seen declining 时有一个非常流行的及时信息端 下降的现况。use nicknames and aliases rather than user numbers. (QQ),其通过跨平台服务来获real names. Qzone’s popular instant 取用户。QQ空间是个对第三方软 朋友网大约有8000万的的活跃messaging client (QQ Messenger) also Pengyou has approx. 80 million active 件不开放的封闭平台。 用户,而且是个实名制的社交网delivers cross-promotional traffic. Qzone users and is a real-name social network 站,主要目标人群是学生和白is a closed platform, and does not targeting students and white-collars 在二、三线城市和偏远地区的用 领。offer an API or support for third party workers. 户惯用。尽管拥有大约applications. 4000万的活跃用户,这个网络仍 豆瓣网有2000万用户,主要人群 Douban’s 20-million user base consistsPeople in lower-tier cities and in rural predominately of urban youth, and the 在挣扎之中。其成长缓慢,而且 为城市青年,这个网络的特别之areas generally use Despite a network differentiates itself in allowing 城市和受教育人口都倾向使用其 处是允许用户发布和分享有关电relatively high user base with approx. 40 users to create and share content for 它网络。51.com是一个开放的平 影,书籍和音乐的内容。million active users, this network is now film, books and music. 台,但目前绝大多数都是游戏类struggling. Growth has slowed and the 应用程序。urban educated population have turnedto other networks. is an openplatform, although so far the applicationsavailable are mostly games. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 25
  • 26. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Another brand in the social network 中国版本的Foursquare - 街旁。landscape is Jiepang, China’s Foursquare. 街旁是一个提供定位社交移动的Jiepang is a location-based social 应用。类似Foursquare,用户可mobile app. Like Foursquare, users can 以跨国家“签到”到各种地点,‘check-in’ at locations throughout the 赢取奖励和徽章。街旁自2010年country and earn rewards and discounts.Established in 2010, they had more than 创立来,根据mobiSights对街旁3 million users by June 2012, according CEO刘颖采访,截至到2012年6to CEO David Liu in an interview with 月以来,街旁已拥有超过300万mobiSights. 用户,并与如星巴克,耐克,路 易.威登和巴宝莉等大品牌有合 作。Microblog Services 微博平台Microblogs in China are growing quickly, users can post messages containing text, 根据中国互联网信息中心报告, 发文字,图片,视频和链接。新with users are evenly divided between pictures, videos and links. Both Sina and 微型博客在中国发展势头迅猛, 浪微博和腾讯微博都提供了局部the country’s two biggest services, Tencent provide some content in English. 在2011年最后一个季度,中国最 英文内容。Sina Weibo and Tencent Weibo. These 大的两个微博平台-新浪微博和networks passed 250 million users Sina Weibo was launched in 2008 and 腾讯微博用户超过2.5亿人。鉴于 新浪微博在2008上线以来,其主in the last quarter of 2011, according it is predominately used by white-collarto a report from CNNIC. Considering workers. 60% of the active users are 雄厚的群众基础,微博在中国俨 要人群为上班白领 。60%的活跃the large user base, Weibo is a very from mobile devices. 然成为一个非常强大的社交媒体 人群是智能手机用户。腾讯微博powerful social media channel in China. 平台。Twitter和微博有个重要的 的重要活跃人群集中主要分布在A key difference between Twitter and Tencent Weibo is generally used by 不同之处,用户只能在Twitter上 二,三线城市。the Chinese counterparts is that Weibo people in lesser-tier cities. 发文字和链接,而在微博上可以 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 26
  • 27. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Social Video and Photo 视频和图片网站Chinese smartphone users are avid Instagram is open in China, and has 中国的智能手机用户同时也热衷 Instagram在中国可以自由使用,video users. 85% watch video on their added support for the microblog service 视频娱乐。85%的人通过他们的 其分享选项也添加链接到新浪微phone, and 24% use video at least once Sina Weibo. However, main microblog 手机看视频,24%的人每天至少 博。然而,新浪微博的主要竞争a day (Google Our Mobile Planet, China). competitor Tencent Weibo has launched 登录视频网站一次(谷歌我们的 对手腾讯微博开发了山寨版的YouTube is blocked in China, so the two an Instagram clone called Q Pai, which 移动星球,中国篇)2006年上线 Instrgram-Q拍,与腾讯的其它main video sharing sites are Youku and is integrated into their service along side Qzone. The app lets users take pictures 的优酷网每天有超过2亿的观看频 平台(如QQ空间)整合提供服Tudou. Youku was launched in 2006and has over 200 million views per with their phone, add filters and effects, 次,用户平均每页滞留时间为10 务。这个程序可以让用户将手机day, while Tudou has 100 million videos and upload them to the microblog. 分钟,而非Youtube的2.5分钟。 拍的照片进行特效后发布到他们watched per day (Youku and Tudou 土豆网每天拥有1亿的视频收视。 的微博上。official figures). The two companies 这两个中国最大的视频网站在merged in August 2012, but the two 2012年8月完成合并,但两网站仍separate sites are to be retained. 保持相互独立。 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 27
  • 28. Chapter 2 第一章Mobile Devices in China 中国的移动终端现状Professional Networks 职业社交网络As the Chinese culture traditionally invite-only, and some require users to 在中国传统文化中,人们倾向于 天际网以900万的用户量堪称中requires a trusting personal relationship apply for membership. 先有私人关系再谈商业伙伴, 国头号职业社交网络,并且仍在to be cultivated before business 因而职业社交网络的发展相对 不断壮大中。2011年末,他们transactions can take place, the growth With 9 million users, Tianji is the most 较慢,况且,中国的职业社交 每月都新增50万用户。他们的会of professional networks in China popular professional social network in 网络发展比美国晚4-5年。然 员主要集中在中高层职业人士和has been slow. Chinese professional China. As of late 2011, their user base has been increasing by ½ a million each 而,还是有一批职业社交网络发 中国的大学毕业生。优士网主要social networks are 4-5 years behindthat of US. However, some of them month. Their membership predominately 展迅速,可预料地是,在未来 注重在会员质量上,而且实行入are picking up the pace and growth is consists of mid to upper mid level 几年,这些网络发展将更加迅 会邀请制。他们的用户只有60万expected to accelerate in the coming professionals, and Chinese university 猛。LinkedIn在中国是开放的, 人,然而,他们的发展却很快,few years. LinkedIn is open in China, graduates. Ushi focus on membership 但目前正挣扎于站稳脚跟,赢取 据创办人D. Penaloza 在2011年but has struggled to gain much ground quality and is by invitation only. They 更多资源。这个1.61亿的国际职 末的福布斯杂志表示,他们预计so far. The company told Bloomberg in have a much smaller user base of 业社交网络,其中100万是中国用 在2012年末达到超过500万用户April 2012 that there are just 2 million 600,000; but they are growing fast and 户。人们倾向于信赖中国版本的 量。Chinese in their network of 161 million co-founder D. Penaloza said to Forbes LinkedIn,可能是这些中国的职users. People tend to trust the Chinese in late 2011 that they expect to reach 业社交网站更占语言优势。和社equivalents of LinkedIn more, in part more than five million users by the enddue to the linguistic advantage over of 2012. 交网站类似的是,这些职业社交LinkedIn. As with social networks, the 网站更加的纷繁零散。一些网站professional network landscape in China 是被邀请式的,另一些则要求用is more fragmented. Some networks are 户有会员资格。 10 8 6 4 No. Of users (in millions) (Company figures) 2 用户数据(百万)(公司数据) 0 Tianji Ushi Wealink Renhe Jingwei Aceona MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 28
  • 29. Chapter 3 第三章 Success 五大移动 Case Studies 营销成功 案例MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 29
  • 30. Chapter 3 第三章Success Case Studies 五大移动营销成功案例As a demonstration of the increasing The five case studies showcase various 此章将介绍五个大品牌成功引领 这五个案例展现了移动营销模式value and importance of mobile as uses of mobile and mobile apps. They 中国消费者的移动营销案例,以 的多样化应用,并证明了在销part of the marketing communications show what can be achieved in terms of 诠释移动营销增值手段和作为市 售,品牌管理以及线上线下提升mix, this chapter introduces five brands sales and brand engagement, as well 场沟通策略的重要性。 品牌意识和曝光率等方面,移动which have successfully incorporated as brand awareness or exposure both 营销都具有极具竞争力的优势。mobile in their efforts to reach Chinese offline and online.consumers. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 30
  • 31. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 1: Starbucks - Let’s Merry 案例一:星巴克 全星点亮圣诞树Challenge 目标Starbucks wanted to promote the 此案为星巴克有效整合手机广告brand during the Christmas holidays 在2011年圣诞节期间对其品牌的in 2011, and to effectively integrate 宣传营销。星巴克意图把年轻消mobile advertising in their marketing 费者从手机平台转变成实际消费communications efforts. Targeting 者。与果合广告合作,星巴克运young consumers, Starbucks was 作了此全星点亮圣诞树的营销活looking to convert mobile users into 动。consumers. Together with Chinesemobile ads platform Guohe, theycreated the Let’s Merry campaign.Solution 解决方案Starbucks’ two-week long “Let’s Merry” channel on Weico, they called for users 星巴克两周长的“全星点亮圣诞 巴克店内签到并分享经验。campaign collaborated with four other to gather all pictures regarding Starbucks 树”活动 与Weico,街旁,商popular Chinese app partners – Weico, on Weibo. Consumers could use Jiepang 业价值和倒数日四个杰出的软件 星巴克还携手街旁推出见证“点JiePang, Business Value and Days to “check in” at Starbucks stores to 商联手。在“商业价值”上投放 亮圣诞树”的户外活动。在圣诞Matters. The four apps featured a banner share their experience. 横幅广告和焦点图并将其链接到 前夕,星巴克在上海设置了一个ad that called for users to change the The campaign also integrated outdoor HTML5活动登陆页面。用星巴克 大型户外电子看板,通过用户在default app theme to a Starbucks themeby downloading a “Let’s Merry” app ads. Starbucks placed a large electronic 元素设计Weico微博客户端, 星巴克店内签到点亮电子圣诞树skin. This way, consumers could engage billboard in Shanghai that lit up with 吸引让用户下载星巴克主题的皮 的形式,成功实现点亮整个电子with the Starbucks campaign without Christmas wishes to celebrate the 肤,从而使用户不用切换平台就 圣诞树的庆祝活动。leaving the original app. Starbucks also Christmas tree lighting, once enough 可参与此活动的各项内容,比如used social media sharing and location- people had checked in on the Starbucks 开通一个星巴克频道,发动用户based check-in functions to spread the ad. 收集微博上所有关于星巴克的照word: By launching a specific Starbucks 片。 用户还可以用“街旁”在星 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 31
  • 32. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果The Let’s Merry campaign saw great 根据果合广告报告,“全星点亮results against several key parameters, 圣诞树”的活动用数据呈现了骄according to figures from Guohe Ad. 人成果。在这两周的营销活动During the two-week promotion, 中,星巴克品牌曝光率为460万。Starbucks brand exposure totaled 4.6million impressions. The campaign saw 此活动平均点击率为0.94%。an average click-through rate of 0.94%. 45万人下载了此款应用,发布了4450,000 users downloaded the Let’s 万条相关信息。6万多人通过街旁Merry app theme, and 40,000 tweeted 在店内签到,平均有2.1万人每天about Starbucks during the period. 关注此活动。2.7万人因获得街旁60,000 checked in via Jiepang, and 徽章而获赠星巴克饮品。21,000 people followed Starbucksin a single day. 27,000 people alsodownloaded the Starbucks badge viaJiepang for an upgraded Starbucks drink. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 32
  • 33. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 2: Nike Zoom 案例二:耐克ZOOMQuick is Deadly 狂足快跑Challenge 目标In August 2007, Nike, together with W+K 2007年8月,耐克携手W+K和and MindShare, launched their Zoom 传立媒体推出了ZOOM狂足快“Quick is Deadly” campaign in China. 跑活动。其目的是推广新上市的The brief was to support the launch of ZOOM系列运动鞋,并向年轻的the Zoom sports shoe series, and tointroduce a young target audience to 目标受众介绍此系列运动鞋的功the performance benefits of the Zoom 能特点。耐克想要为受众开展一technology. Nike wanted to deliver a 场独特创新的跨平台品牌体验活unique and innovative brand experience 动,其中包括数字平台,平面广to their audience via digital, print and 告,户外媒体。此活动覆盖中国outdoor, across three cities in China 三大城市:北京,上海和广州。(Beijing, Shanghai and Guangzhou). The 主要目标受众是那些运动活跃人core target was sports active, aged 16- 群,他们想拥有高质量,轻便跑20, with a secondary broader audience 鞋进行平时训练,他们年龄主要of 18-24 year olds who wanted quality,lightweight shoes for training.. 集中在16到20岁,其次是18到24 岁之间的。Solution 解决方案The solution was to spearhead the was encouraged to participate in a 解决方案是通过独特创新的手机 产品,在距离其 400米外,从一campaign with a unique and highly time trial race to run. It started at an 蓝牙技术宣传此活动。研究表明 个发出信号的户外站点开始,跑innovative implementation of Bluetooth illuminated outdoor site up to 400m 又70%的人拥有带蓝牙功能的手 到店内。跑的途径会发到参加者and mobile. Research had shown from the store featuring a line up of 21 机。为激发人群踊跃参与,此活 的手机里,谁能在一天中用最短that 70% of all new handsets on the new Zoom shoes and ended at the Nike 动搭建了一套整合跨越手机,户 的时间跑到门店,谁将获得一双market included Bluetooth technology. stores. Race route details were delivered 外媒体的设施,鼓励目标受众在 耐克Zoom跑鞋。To actively engage the audience, an to the participants’ mobiles, and he/she 一定时间内进行快跑竞赛。耐克integrated Bluetooth, Mobile, Outdoor who clocked the fastest run of the daysystem was developed. The audience won a pair of Nike Zoom shoes. 门店被布置带有一行21个新系列 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 33
  • 34. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果MindShare’s figures stated that across 传立传媒表示,此活动在三周内the three cities in three weeks, the 跨越三个城市展开,活动通过蓝campaign delivered 250,000 Bluetooth 牙给1.5万参加者发出了25万条messages to 15,000 participants. The 信息。此活动在线上有17亿关campaign saw 1.7 billion impressionsonline, 19 million print impressions 注,190万平面关注和170万的户and 17 million outdoor target audience 外媒体关注。总共送出63双耐克impressions. 63 pairs of Nike Zoom Zoom 跑鞋shoes were awarded. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 34
  • 35. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 3.1: Volkswagen 案例三:1. 大众汽车Blue Mobility In-car Mobile App 蓝色驱动 (移动车载应用)Challenge 目标In July of 2012, the Volkswagen Group 2012年7月,大众汽车集团意图在in China wanted to raise awareness 中国提升汽车环保意识并告知司about vehicle pollution in China and let 机怎样降低他们开车时的碳排放drivers know how they can reduce their 量。2011年中国社会科学院的研carbon footprint. Part of the challengewas that according to research done by 究报告指出,环境问题在已经成the Chinese Academy of Social Sciences 为消费者排名的第十大问题,仅in 2011, the environment as an issue 次于住房和医疗保障。大众汽车ranks number ten among consumers, 主要的切入点是消费者更有意识after such basics as housing and medical 通过省钱来保护环境。care. The key outtake for VW was thatconsumers were more motivated to savemoney and saving the planet.Solution 解决方案Based on the research, VW created an and save fuel. To encourage drivers to 在调研的基础上,大众汽车为消 驶经济节油的技巧和信息。通过app for consumers to use in-car. The save as much fuel as possible, the app 费者打造了一款专门在车内使用 鼓励汽车族节油驾驶,此应用还Blue Mobility app is the first mobile integrated with social networks, and 的手机应用。蓝色移动车载应用 与社交网络联动,在开车的朋友app in China to track driving behaviour consumers could challenge friends to 是中国第一款及时追踪驾驶行为 们中开展节油竞赛。in real-time. It analyses the driver’s see who saves more. 的手机车载应用。它分析司机的behaviour, provides tips and information 驾驶行为,为汽车族提供怎样驾on how to drive more economically MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 35
  • 36. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果VW stated that in less than 3 months, 大众汽车表示,活动不到3个月的the app was downloaded over 1.1 时间,这款手机应用就已被下载million times. It was used to drive over 110万次余次。其被实际应用驾驶1.8 million km, which equals more than 历程超过180万公里,相当于环绕45 times around the world Looking 地球的45次。此应用在社交网络at conversations and sharing in socialmedia, the app generated over 220,000 被分享和评论22万次。shares and comments. 此次移动营销,不仅赢得广泛关Not only did the app gain traction in 注和环保意识,而且帮助车主改China, but it also managed to change 变了驾驶习惯:车主通过此车载behaviour: Drivers with the app used 应用总共节省了5%的汽油,几乎around 5% less fuel, which equals to 相当于节省10万公里的汽油。almost 100,000km worth of gas saved. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 36
  • 37. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 3.2: Volkswagen 案例三:2. 大众汽车Electric Café 数字咖啡厅Challenge 目标Volkswagen was introducing the 大众汽车要将数字Golf引进香electric Golf to people in Hong Kong, 港。在2012年5月份,他们与奥美and in May 2012, they partnered with 中国合作推出了数字咖啡厅。此Ogilvy China and created the Electric 案意在用一种互动易懂的方式向Café. The challenge was to effectivelycommunicate to Chinese consumers how 中国消费者高效传达此款车拥有little electricity the cars actually use, in 怎样经济节能的用电量。an engaging and memorable way.Solution 解决方案As a way of engaging the consumers, appliances like an Apple iMac, a fridge 作为一种沟通方式,大众汽车推 费者能看到一辆虚拟动画的电力VW created an iPad and iPhone or a blender, consumers could watch an 出了一款适合iPad和iPhone的 Golf假借这台普通电器的电力能application that made use of the device’s animation on the screen showing the 应用,通过设置的镜头模拟了一 行驶多远。比如,消费者可以看camera and created an augmented distance an electric Golf could travel on 项虚拟仿真体验。消费者期待在 到一辆电力Golf车能凭借一台水reality experience. Consumers waiting the appliance’s power use. For example, iPad和iPhone上进行试验。通过 果榨汁机的电力行驶1.1公里远。around the area to go on a test drive consumers learned that the Golf couldwere given iPad’s and iPhone’s. By travel 1.1 km on the electricity used to 将镜头对到一个普通家电,如苹pointing the camera at common make a fruity drink in the blender. 果电脑,冰箱或一台搅拌机,消 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 37
  • 38. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果VW have not made any figures from 大众汽车还没有公布对此活动的结the campaign public. However, the 果。然而,这种策略聪明地用此虚approach was undoubtedly a clever way 拟试驾地方式展现给消费者,其to show people test-driving the car just 大众Golf具备怎样高效地节能特how efficient the VW cars are. Becauseconsumers could interact and participate 点。因为消费者能亲自参与互动其it managed to create engagement, 中,从中获取环境保护的知识,这which is key in order to get the message 其实是消费者获得品牌产品信息的across about the environmental benefits 有效手法。of the car. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 38
  • 39. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 4: Adidas 案例四:阿迪达斯Cracking The Ice for Treasure 夺宝奇冰Challenge 目标From early of April to end of May 2012, 2012年4月初到五月底,为让更多Adidas wanted to promote their newly 人熟悉阿迪达斯2012全新上市的launched product series, ClimaCool ClimaCool清风系列跑鞋,阿迪shoes, using mobile as a facilitator 达斯推出“夺宝奇冰”移动营销and to create engagement around the Solutionlaunch. The aim of this campaign was to 活动并希望目标用户在新系产品encourage the target audience to really 上市期产生更多互动。用户在使run for fun, as well as the opportunity to 用应用时需要真正跑起来,同时win a pair of Adidas ClimaCool shoes. 有机会赢取阿迪达斯新上市清风 跑鞋,这正是阿迪达斯就此活动 让受众跑出乐趣的意旨。Solution 解决方案Adidas provided 500 pairs of the new ‘tools’ to crack the ice. Using GPS and 阿迪达斯以500双新系列跑鞋作为 位并与彼此互动,比如在和其他series of shoes as prizes to engage LBS, the app also enabled players to 奖励,鼓励用户通过真正跑步参 玩家相遇时盗取他们的破冰工具users, and developed an app for users interact with each other on the map 与夺宝活动。玩家需要真正跑起 等,以此获得更多赢取阿迪达斯to download for free. The shoes were while running: For example, they could 来才能收集各种有用的破冰工具 跑鞋的机会。此应用充分展现了frozen in ice in the app, and if players steal each other’s tools when they come 来击碎冰藏中的跑鞋。通过全球 现今最流行的SOLOMO (社交/定wanted to get their hands on a pair of across. This app explored several aspectsshoes, they needed to really run. Players of a successful mobile campaign, namely 卫星定位和定点交互功能,玩家 位/移动) 特点。had to run around the city and collect social, local and mobile (SOLOMO). 可以在外出跑步时,在真实的城 市地图中找到其他玩家的实时定 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 39
  • 40. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果Results from Adidas showed that after 阿迪达斯表示,仅仅两天,此款only two days, the app was ranked as 应用就排到应用商城“体育类免second on the “Free Sport Game” list of 费游戏榜”第二名,总“免费游App store, and at no. 48 on the overall 戏榜”第48名。上线两周,此款“Free Game List”. After two weeks, 手机应用就被下载超过10万次。the app had been downloaded over100,000 times. Users buzzed about it 微博上的相关内容和讨论转发也on micro blogs with over 10,000 posts, 已超过1万条。据估计,此案整体and it was predicted that the mobile 传播效果涉及近千万人。campaign had reached nearly 10 millionpeople. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 40
  • 41. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Case 5: Coca-Cola 案例五: 可口可乐Chok! Chok! 摇,摇,摇!Challenge 目标This campaign ran in Hong Kong, China. 此营销活动中国香港推广。即使It has been included, as there are many 香港的环境和内陆并全然一样,parallels and influence with Tier 1 但香港市场的相似性,对中国一Chinese cities. 线城市具有一定影响力。In 2011, Coca-Cola launched a campaignto run on TV, cinema, outdoor and 2011年, 可口可乐在香港电视,online in Hong Kong. The challenge was 电影院,户外和网络上推出了一to get as many teenagers in town as 个活动。这个活动的主要挑战是possible to see the ads. The aim was 使尽可能越多的城市青少年看到to engage and excite this young target 可口可乐的广告,而其目的是为audience and create buzz around the 了吸引和激励这群年轻的目标观adverts. 众,并创造最佳的广告周围效 应。SolutionThe solution was to accompany theadverts with a dedicated iPhone app. 解决方案The latest slang word among Hong Kong 解决方案时,将电视广告和这款teens at the time was “CHOK”, meaning 设计精巧的应用绑定。利用香港rapid motion. If consumers downloaded 青年最流行的俗语““CHOK”the app, they could engage with the ad ,意思是“快行动”。当消费者by swinging their phone back and forth. 下载此应用到手机后,在电视广This in turn enabled them to win instant 告播放时摇动手机,即可得到意prizes straight from the screen, such 想不到的精彩好礼,比如手机游as discounts, mobile games and other 戏,套餐或商品优惠折扣等。virtual exclusive collectibles.. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 41
  • 42. Chapter 3 第三章Success Case Studies 五大移动营销成功案例Result 结果Teens engaged with it actively, posting 年轻人反响积极热烈,并将自己摇their videos on YouTube. It became a 手机的视频发布到YouTube上,truly interactive TV gaming promotion 让此活动真正成为线上线下互动病with viral effect online and offline. 毒式传播。可口可乐公司表示,这Coca-Cola stated that the app tookonly one day to hit the No.1 popular 个应用只用一天时间,就已经成为download spot in the local App store. 当地最受欢迎下载的第一名软件。It took only 1 month for the app to 短短一个月时间,此应用已被下载be downloaded over 390,000 times, 39万次之多,在香港创下有史以making it the most successful branded 来下载量最高的商家应用软件。而app ever launched in Hong Kong. More 在电视,YouTube和微博上创下astoundingly, the ad’s viewing figures 超过900万的收视率,更是不同反reached over 9 million on TV, YouTube 响。此案已成为“35年来最成功and Weibo. It has become “the most 的可乐促销广告”。successful Hong Kong Coke promotionand TVC in 35 years” MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 42
  • 43. Chapter 4 第四章 Simplified 统领全局 FrameworkMOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 43
  • 44. Chapter 4 第四章Simplified Framework 统领全局Mobile has become central to the Chinese 考量到当今的中国消费者在移动智consumer, and as a result, it offers a 能终端的消费时间,很明显,移动significant opportunity for brands to 平台为品牌商家与中国消费者沟通engage their audience. However, brands 创造了一个巨大的契机。目前,品are spending considerably less in the 牌商家对移动营销战的预算与其它mobile channel than in other media,demonstrating a disconnect with current COMMERCE 沟通平台相比还存在很大落差, 这其实体现了品牌与消费者的沟通consumer behaviour. According to a 2012report from eMarketer, mobile’s share of 断层。据市场研究公司eMarket-total ad spend in China is about 1.5%. er2012年报告,中国市场的移动营 销的份额占整个广告份额的1.5%。 搜索引擎 To succeed in China, brands must MOBILE IN CHINA SOCIAL SEARCHintegrate all media channels and ensure 要赢取中国市场,品牌商家需要that mobile is at the core. They should use 整合各个媒体渠道并确保将移动营it as the channel to connect all the others. 销作为重中之重。移动应该作为沟 Mobile search, for example, is the 通其它各媒体渠道的平台。start of many consumer journeys. It shouldtherefore form the basis of a mobile 例如,移动搜索是许多消费者考strategy. 虑消费的起点,因此应该成为移动 Social and mobile are tightly 营销策略的基石。interlinked, so it should become a hub and APPS, TOOLS 社交网络和移动平台联系紧密,accelerator for engagement and content. 起到整合催化以促动消费者参与和 Commerce platforms on mobile and & UTILITIES 内容营销的作用。tablet devices make the shopping journey 为让智能终端的移动电子商务平for Chinese consumers easier than ever, 台让中国消费者的网购过程变得更so it needs to be integrated with social 加轻松简单,应尽量将其结合社交channels. Finally, brands must make key 网络渠道。considerations with regards to mobile OS 最后,品牌在推广其品牌诉求and App Stores when developing their 时,必须考虑到建设移动操作系统propositions. 和应用商城。 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 44
  • 45. Chapter 4 第四章Simplified Framework 统领全局 Consumers are shopping more and more 消费者使用移动智能终端购物的 on mobile/tablet devices. Mobile is also 趋势愈加明显。移动营销同时也 affecting other channels 会影响其它渠道营销。Commerce 电子商务Social media has a greater influence or other search engines. Brands must 在品牌考量电子商务策略时要注 山寨网站更像一个升级版本,比on purchasing decisions for consumers consider Taobao as key to mobile and 意到中国市场一个特殊性,即消 如一淘发现,其用户可以直接从in China than elsewhere. Integrating tablet commerce solutions. 费者更倾向于通过淘宝网搜索购 网站购买商品,而非仅仅分享喜social platforms into mobile strategy is 买的商品而非百度或其他搜索引 好。therefore key. Consider Pinterest clones, A mobile/tablet sites for a Chinese 擎。such as Ea Xian, which can act as audience need to be fast, simple andfacilitators for consumers to buy directly safe. China’s Internet speeds are 任何与智能手机和平板电脑相关from sites. generally slower than in the West, 社交网络平台在中国对消费者购 的电子商务策略都需要确保快 and security is also a key concern for 买决定的影响力比在世界其它任 速,简捷和安全。中国的网速环China is unique in the fact that consumers. 何地方都大,因此整合运用社交 境较之西方国家总体偏慢,手机consumers most often start product 网络平台是制定市场策略的关 购物的安全问题也是消费者的一searches in Taobao, as opposed to Baidu 键。请注意,Pinterest在中国的 大顾虑。 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 45
  • 46. Chapter 4 第四章Simplified Framework 统领全局 The smartphone will soon be the 智能手机将很快成为数字搜索的 primary digital search interface. Being 主要平台。确保品牌信息出现在 on the first page of results is key to 搜索结果首页是成功的关键。 success.Search 搜索引擎Brands in China need to ensure they sufficient content in Mandarin. With less 不同于西方市场,谷歌被迫离开 并不精密,这意味着充分利用关deliver a mobile and tablet optimized sophisticated algorithms than Google 中国大陆市场。因此中国大陆最 键词策略的重要性。site. Smartphones are a major access or Bing, keywords have a greater 大的搜索引擎是百度(占35%的point for search, often in response to importance than linking or site authority. 移动市场份额)。 其他两大搜索引 尽管中国的搜索引擎算法更新并off-line advertising. It also highlights the Although the Chinese search engines 擎分别为雅虎易搜(21%)和腾 不很透明,但并没有证据表明移need to optimize for search in China’s are secretive regarding their algorithmthree main search engines: Baidu, SoSo updates, there is no evidence that mobile 讯的搜搜(20%)。 动搜索的结果和桌面机结果有大and Yisou. sites are ranked or displayed differently 不同。 to those on desktop. 介于百度涉猎的网站,有太多都It is key to ensure an adequate amount 是非中文内容,对品牌来说,建of content on mobile sites as search 设一个中文内容丰富的网站很有engines as Baidu de-lists sites without 必要。百度搜索的算法相对来说 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 46
  • 47. Chapter 4 第四章Simplified Framework 统领全局 Chinese consumers seem to love apps, 中国消费者很喜欢装载使用‘应 however it’s not all Android and Apple 用’,但‘应用’不是都来自安 卓和苹果系统。Apps, Tools & Utilities 移动应用,工具和实用程序Due to Android’s strong market share free apps. Similarly, Google Play in China 介于安卓系统在中国强大的市场 而且,很有必要考虑到三大移动in China, brands should consider this has no paid apps. 份额,品牌如果期望在移动终端 电信运营商各自的“应用商城”to be the primary smartphone platform 引领消费者,就很有必要考虑到 ,它们发展势头飞快且在中文应and optimize accordingly. However, It is also important to consider the three 其品牌移动网站对安卓系统用户 用领域地位愈加显赫。the iPhone is the key platform for network operator’s App Stores, which 群的优化适应性。iPhone应用applications. China has become Apple’s are gaining traction in the Chinese Appsecond largest App market, however a space. 程序市场,是一个关键平台。中 中国iPhone用户群倾向于下载免vast majority of those downloads are 国已称为苹果公司第二大应用市 费应用,这对于品牌在考虑开发 场,而软件开发公司在谷歌的 应用时也是一个有价值的消费者 Play store只能发布免费应用。 行为洞察。 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 47
  • 48. Chapter 4 第四章Simplified Framework 统领全局 92% of smartphone users visit social 92%的智能手机用户访问社交网 networks - mobile is key to engage 络-移动营销通过社交网络引领 consumers via social networks 互动消费很关键。Social 社交网络When brands are engaging in Chinese Microblogs are significant in China, with 考虑到中国大陆互联网严格的审 现今,中国拥有2.5亿的微博用social media, it is important to ensure more than 250m users. They are more 查制度,确保网站内容的符合规 户。中国的微博较之Twitter在that destinations are optimised for sophisticated than Twitter as they allow 定很重要。 分享富媒体内容方面设计更加周the large number of mobile users. It sharing of rich content. Integrating the 全。考量与新浪/腾讯微博平台is also important to consider the strict brand’s mobile site with Sina/Tencent 中国的社交网络呈现分散纷繁局 整合品牌移动网站,可以直接与censorship of content in China, and Weibo provides an opportunity toensure that brand information is suitable communicate with a large, and growing, 面,不同网络的也有相应迥异用 广大用户和还在不断扩大的用户for publication. user base. 户人群-在选择与社交网络合作 群直接进行品牌沟通,可以说是 前,请评估所有社交网络的各自 一个行之有效的策略。The social landscape in China is a 特点。fragmented one, and different networkshave different audiences. Brands shouldcarefully consider all social networksbefore choosing where to engage. MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 48
  • 49. Sources 资料来源 报告: 美国国际数据集团:中国淘宝期待手机Reports: eMarketer: Twitter Beats Facebook in USAdobe Research: The Impact of Tablet Mobile Ad Revenues This Year Adobe 调查研究:平板用户对网购的 购物爆炸式增长Visitors on Retail Websites Flurry Analytics: China Now Leads the World 影响 InsideMobileApps: iOS有中Baidu: Annual Report 2011 in New iOS and Android Device Activations 百度:2011年年度报告 国,Google Play有巴西,而美国,英Boston Consulting Group: China Digital IDG News: China’s Taobao expects explosive 波士顿顾问集团:中国数字时代 国和日本呢?Generation growth in mobile shopping 中国移动:2011年年度报告 InternetRetailer: 美国移动商务巨头China Mobile: Annual Report 2011 InsideMobileApps: iOS has China and 中国互联网络信息中心: 29号数据统计 艾瑞网:中国移动购物市场直击2012第CNNIC: 29th Statistical Report on Internet Google Play has Brazil, but the U.S., theDevelopment in China U.K. and Japan are where the money is 报告-中国的互联网发展 二季度116.4亿人民币comScore: Tablens InternetRetailer: Big players dominate US comScore: 平板电脑研究 麦肯锡:理解中国社交网络Data Center of China Internet: Internet Mobile Commerce 中国互联网数据中心:网络洞察 MobiSights: 街旁CEO签到mobiSightsInsight iResearch: China Mobile Shopping Market 谷歌:我们移动的星球报告集(中国, MobiThinking: 全球移动局势Google: Our Mobile Planet reports (China, Hits 11.64 Billion Yuan in Q2 2012 英国,美国) 路透社:中国移动订阅四月上升1.1%,UK, US) McKinsey: Understanding social media in 互联网数据中心:2012国际智能手机市 至1.02亿美元IDC: Global smartphone market share report China 场份额报告 路透社:中国互联网用户突破5亿大关2012 MobiSights: Jiepang’s CEO “Checks-In” With 麦肯锡中国社交网络潮 路透社:Facebook 因为用户数量下滑McKinsey: China’s social-media boom mobiSights 麦肯锡,2011年中国数字消费者报告 导致份额下滑McKinsey: iConsumer China 2011 MobiThinking: Global mobile stats 摩根斯坦利:平板市场演化:时机之窗 Stenvall Skold & Co.: 苹果中国应用商Morgan Stanley: Tablet Landscape Evolution: Reuters: China mobile subscribers rise 1.1 NPD DisplaySearch: 季度中国 PC报告 城18%下载率,只有3%年收入Window(s) of Opportunity pct to 1.02 bln in AprilNPD DisplaySearch: Quarterly China PC Reuters: China’s Internet users breach half 一科米:中国15大社交网络Report billion mark 参考文章: TechWeb China :60%新浪微博用户 Reuters: Facebook shares slide as user 阿迪达斯:夺宝奇冰 用手机登录Articles: growth in question 易观国际/Enfodesk: 搜索引擎的移动 The Next Web: 中国移动应用商城直达Adidas: Cracking the Ice Stenvall Skold & Co.: Apple’s China App 市场份额 1.49亿用户,月次下载量3千万Analysys International/Enfodesk: Search Store: 18% of downloads, but only 3% of BBC:中国社交网络审查制度 大众汽车:蓝色驱动engines’ market share on mobile revenue BGR:第一季度安卓,苹果操作系统得 WARC: 中国的移动商务营销潮BBC: China’s social networks hit by TechRice: China’s Top 15 Social Networks 市,塞班,黑莓大幅下滑 无线智能:2012年5月中国超过10亿移censorship TechWeb China: 60% of Sina Weibo’s 彭博:LinkedIn Has 2 Million for Eng- 动用户BGR: Android, iOS gain share in Q1 as registered users log in via mobile lish Language Service WSJ: 人人网转战移动游戏和电子商务Symbian, Blackberry plummet The Next Web: China Mobile app store hits 彭博:人人网,Facebook 短线广告推 平台Bloomberg: LinkedIn Has 2 Million for 149m users, sees 30m downloads perEnglish Language Service month 动力Bloomberg: RenRen Facebook boost to Be Volkswagen: Blue Mobility Business2Community:智能手机购物Shortlived on Ads WARC: Mobile commerce sales boom in 应用火爆,移动购物在中国腾飞Business2Community: Mobile Shopping China 广告该被严格审查吗?Soars in China as Smartphones, Shopping Wireless Intelligence: China to surpass 1 eMarketer: 美国移动市场,Twitter年收Apps Proliferate billion mobile connections in May 2012 入击败 Should Ads Be Under Tougher WSJ: RenRen Shifts Focus to Mobile Games, Flurry分析:中国领跑苹果iOS和安卓终Censorship? e-Commerce 端 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 49
  • 50. About BrandEmotivity 关于 BrandEmotivityWe are a mobile generation company, in a connected global world.  我们是与全球同步的移动专业公司。Digital is ever more key to customer engagement, and mobile services and utilities 数字生活早已是每个消费者生活中不可或缺的环节,移动应用服务已are at the centre of brands value propositions. We help agencies and brands making 变为品牌主张和品牌价值的核心内容。我们帮助广告公司和品牌更好sense of it all, thinking, acting and winning on the mobile battlefront.  的理解,思考,应对并最终赢取移动营销战役。 我们致力于移动营销和品牌战略,热衷与我们的合作伙伴和客户分享We are passionate about mobile and brands, and this passion is shared between our 热情。更重要的是我们乐此其中。collaborators, partners and clients. Most importantly, we have fun doing what we do.For more information visit 更多信息请访问 MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 50