According to CNNIC (Nov. 2013 stats) the number of Chinese internet users is 591 MillionIn 2011 there was a 54% increase in online shopping sales, Chinese shoppers spent 123 billion dollarsThe Chinese ecommerce market is expected to become the largest in the world in the next few years, surpassing the US by 2015
SinaWeibohas over twice as many users astwitterWeibo = Facebook, includes both personal and corporate accountsWeChat = similar to Twitter, but has additional features. Companies are starting to use it for corporate appsQQ = older messaging system, has oldest user base but is covered with ads. Users are moving away from QQ to Weibo & WeChatYouKu = YouTubeTaoBao = eBay+Facebook+Twitter+Yelp, everything rolled in one. One recent ½ hour sales campaign generated $5B Yuan in sales!
Starbucks has long been popular on Chinese social media and its WeChatinitiatives are no exception. Starbucks’ most successful campaign utilized WeChat’sfeatures to ask consumers to share their mood by sending one of WeChat’s 26emoticons to the Starbucks account, to receive a song that reflected their mood. After a few months, 130,000 members had joined,having shared their emotions 238,000 times. In addition, it increased awareness andsales of their new fruity-iced drinks and increased Weibo users by 9%.