Reaching The Digital-Savvy Chinese Consumer


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With a population of over 1.3 billion, not only does China have more Internet users than any other country, but 81.4% of Chinese consumers age 18-54 say surfing the Internet is a favorite way to spend free time.

Published in: Business, Technology
  • Nicolas , would you like to give a a brief overview of the behaviours of the different generational demographics? That would be very interesting.
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  • Very interesting, thanks for sharing.

    I think China is a very big market, from population and number game they are definitely big. The question is dissecting the segment and targeting the general population that has spending powers is very low in an overall. China only has a per capita GDP of $3,800, average salary in Beijing & Shanghai does not exceed 6-8000RMB much less the one outside of these tier-1 city.

    Marketing & Communications
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  • Nicolas... Thanks for checking out my presentation and taking the time to offer up a comment. I also agree that having just two segments does not do justice to all the many other sub-segments that are available to marketers... not just age (as this is also impacted by the regional differences, rural/city, language (putonghui vs. dialect), gender etc... The point of offering up just two broad categories is give Western marketers a starting point when targeting Chinese consumers.... once again, I really appreciate your inputs and hope to get your ideas on future presentations...
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  • Interesting document however I'd disagree with your breakdown between the We and the ME generation. The typical chinese breakdown into 70, 80 and 90's generation kids is much more relevant. Someone in the 90s generation is as different from the 80 as the 80 from the 70. In terms of Physche, outlook and Internet usage.
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Reaching The Digital-Savvy Chinese Consumer

  1. Calling all Advertisers….. Do you want to Reach Chinese consumers?
  2. It seems everyone wants to reach Chinese consumers…. But what are they like and how can I reach them? If only I knew the main way for reaching each of these groups of consumers ……
  3. Chinese Consumer Fast Facts 600 million strong. By 2015 there will be 500 million people under age 30 in China-- roughly the population of the entire European Union. wealthy. 80% of the wealthy (over 250,000 Yuan/year) are under age 45, compared with 30% in the U.S. and 19% in Japan. online. of China’s 430 million Internet users, 73% are between the ages of 13 to 34. located outside of China’s tier 1 cities. 1.2 billion people live outside of China’s Tier 1 cities, meaning that 185 million or 93% of China’s 200 million core consuming population live outside of a Tier 1 city.
  4. Chinese Internet Fast Facts Up to June, 2010, the number of net citizens in China has reached 420 million The number of broadband net citizens has reached 364 million The number of mobile net citizens in China has reached 277 million The weekly online time of net citizens is 19.8 hours The growth rate of users for online payment, web shopping and e-banking was 30% The number of Chinese websites is 2.79 million Number of bloggers is 231 million 26th Statistical Report on Internet Development in China (July, 2010)
  5. Chinese consumers cannot be ignored by Western Brands. Therefore, Marketers need ways to exploit this growing spending power Chinese consumers can be broadly grouped into two segments; the ‘we’ and the ‘me’ generations
  6. WE” GENERATION • Born in the 1960s & 70s • Current age: 28–47 • Population: 450 million • Often digitally connected • Confident, well-off, responsible, family-oriented
  7. WE” GENERATION PSYCHE I live and work for my family
  8. They access the web through PC/ Mobile They are time pressured through work They like to read fact based content They don’t trust corporate messages - they believe their select group of online friends They don’t like being told – they like to be question and make own assessment
  9. ME” GENERATION • Born after 1980 • Current age: 12–27 • Population: 380 million • Always digitally connected • Individualistic, fashionable, forward thinking, realistic
  10. ME” GENERATION PSYCHE It’s all about ‘Me’
  11. They access the web through mobile They are time pressured through social activities They don’t read- they scan. The like gossip and entertainment news They don’t trust corporate messages - they believe their online buddies They don’t like being told – they like to be engaged and participate
  12. Given the difference of these two groups, you need to separate ‘we’ and ‘me’ brand messages and communications strategy. BUT in terms of connecting with them, they both belong to the DIGITAL GENERATION and can be reached through online campaigns
  13. When developing a digital strategy, leverage paid, owned and earned media
  14. Source: SinoTech Group (adapted from David Armano’s model) A Simple Digital Marketing Framework
  15. Summary Table Source: Forrester Research, Inc.
  16. Shift away from interrupt based marketing to a more conversational process.. In China we have our own social media ecosystem
  17. From a Traditional Marketing Model
  18. To a New Socially Engaged Model
  19. Using Earned Media in digital campaigns to develop engagement requires some simple principles
  20. 1. Listen to them •  Monitor the channels they’re using. •  What are they saying about your brand? •  What are they saying about competitors’ brands? . •  Pre-empt reputational crises. Be ready to respond when necessary
  21. 2. Understand them Remember our Chinese netizens are different in behavior and in online intent Consider what are their motivations for using social media (are you wanting to reach the ‘we’ or the ‘me’ group)? How do they interact with different social media channels? How to they interact with each other across these channels? What drives them to participate and spread messages? What kinds of messages will they be receptive to?
  22. 3. Be visible to them Don’t simply jump on the social media bandwagon. When engaging these ‘me’ and ‘we’ generations’ through social media you must know which medium is right for your message and your objective – i.e. when to use corporate blogs vs. forums vs. social networking sites. After selecting your channels, make sure your brand is highly visible to the public.
  23. 4. Know what incentives work for them Why should these ‘me’ and ‘we’ folks engage with your brand and spread your message? Is it a social currency? Does it leverage opinion leadership among their peers? Timely and compelling content? Access to exclusive promotions? Incorporate incentives that will drive interest and participation.
  24. 5. Gain and maintain their trust Be authentic and transparent in communicating across social media. Try to add legitimate value to netizens’ online experiences. Most importantly, don’t try to deceive this group– they are smart and it will only lead to backlash and reputational damage.
  25. Summary China has a robust consumer market that wants to buy, buy, buy… These consumers can be broadly be grouped into 2 segments Both segments are active users of digital media Within the digital media channels, they are both social media junkies
  26. “Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.” ANCIENT CHINESE PROVERB
  27. Thank you - Dr Mathew McDougall | @sinotechian | @sinotechgroup