Digital Culture in ChinaShanghai, November 2011Itamar MedeirosSenior User Experience Designer (Autodesk, Inc.)Local Coordi...
Interaction DesignInteraction Design (IxD) defines the structure   and behavior of interactive systems.   Interaction Desi...
Experience | 体验The sensation of interaction with a product,  service, or event, through all of our  senses, over time, and...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Chinese CultureAre there differences between Chinese  Culture and Western Culture one should be  aware of when it comes to...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Consumer            BehaviorContent                 NavigationCreation   CULTURE       Patterns            Marketing      ...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Consumer Behavior in ChinaIndicators*                            2006                           2010Cars Sales            ...
Consumer Behavior in ChinaIndicators*                            2006                           2010Cars Sales            ...
Consumer Behavior in China71.7% of Internet Users live in Urban Areas74% have monthly household income of less  then 2000 ...
Consumer Behavior in ChinaLow Brand Loyalty: “Chinese consumers  remain very brand conscious, for example,  but their inte...
Consumer Behavior in ChinaLow Brand Loyalty: “Chinese like to haggle  over prices, and Taobao had certain  functions built...
Consumer Behavior in ChinaWord-of-Mouth: “According to one study, 66 percent of consumers said they would consider F&F rec...
Passive                                                     Interactive11/15/2011   Itamar Medeiros, Local Coordinator, Sh...
Feedback                                                                                         Control                  ...
Marketing Approaches                                                                                  Feedback            ...
Marketing Approaches in ChinaPush vs. Pull: “A push strategy is especially  appropriate where there is low brand  loyalty....
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Passive                                                                       Interactive                                 ...
Content Creation                                                                                  Feedback                ...
Content Creation in ChinaMeans of expression: “The Internet has  become a new channel for the Chinese  government to get t...
Content Creation in ChinaValue of Networks: “In open networks, 80%  of the content is created by 20% of the  contributors”...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Navigation Patterns                                                                                  Feedback             ...
Navigation PatternsLocal vs. GlobalOrganically vs. StructuredFrom Desktop to Small Displays 11/15/2011     Itamar Medeiros...
Navigation PatternsLocal vs. Global: Local content – adapted to  local culture – makes adoption of Chinese  Clones faster ...
Navigation Patterns“Chinas online game industry generated  32.37 billion Yuan ($4.9 billion) in sales  revenue last year, ...
Navigation PatternsOrganically vs. Structured: “Eastern  Aesthetics can be reasonibaly divided into  compartment of main r...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Navigation PatternsFrom Desktop to Small Displays: “With an  increasing number of people choosing to  access the Internet ...
Bringing Everything TogetherLow Brand Loyalty               Local vs. GlogalWord-of-Mouth                   Organically vs...
Consumer                                               Behavior             Content                                       ...
Low Brand                                                  Loyalty                                                   Word ...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
OpportunitiesBuild on Brand AwarenessLeverage of the Value of NetworksAdd Value through Service Design 11/15/2011      Ita...
11/15/2011   Itamar Medeiros, Local Coordinator, Shanghai
Build on Brand Awareness“Many of these Chinese youth have begun  settling on what they like and are teaching  their own ch...
Leverage on the Value of Networks“Closed groups and companies will give way  to looser networks where small contributors  ...
Add Value throughService Design“In the competitive world of business, what   separates an industrys players is often the  ...
Added value throughService Design“Within Service Design, Service Interfaces  are designed for intangible products that  ar...
IxDA MissionEVANGELISM                                              PROFESSIONALISM    Promoting awareness of the discipli...
How Can I Help?The task of building up the community is  huge, and every member should  contribute:How Can I Help? 11/15/2...
How Can I Help?The task of building up the community is  huge, and every member should  contribute:http://www.ixda.org/loc...
Digital Culture in China: NUMBERS & TRENDS
Digital Culture in China: NUMBERS & TRENDS
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Digital Culture in China: NUMBERS & TRENDS

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After living and working in China for 7 years and after interviewing many designers (both Chinese and foreigners) working here, what you'll see is a reflection on some of the insights I've had on Chinese consumer behavior online. I'd be happy to share (or give a talk) on this presentation with you. Just drop me a line!

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  • 1- http://designative.info/2008/04/05/china-socialism-consumer-behavior-15-million-private-cars-on-chinese-roads/ 2- http://designative.info/2010/09/06/china-socialism-consumer-behavior-passenger-car-sales-increase-59-26-year-on-year/3- http://designative.info/2006/10/27/chinese-people-and-their-mobile-phones-sms/ 7- http://www.amcham-shanghai.org/NR/rdonlyres/FCCD3DCF-18BB-4705-9C8D-C677B764ACE1/2572/01_cover_story.pdf
  • 1- http://designative.info/2008/04/05/china-socialism-consumer-behavior-15-million-private-cars-on-chinese-roads/ 2- http://designative.info/2010/09/06/china-socialism-consumer-behavior-passenger-car-sales-increase-59-26-year-on-year/3- http://designative.info/2006/10/27/chinese-people-and-their-mobile-phones-sms/ 7- http://www.amcham-shanghai.org/NR/rdonlyres/FCCD3DCF-18BB-4705-9C8D-C677B764ACE1/2572/01_cover_story.pdf
  • Tabao doesn’t charge for service, eachnet users migrated
  • Baidu chi tao might have more credibility in China thean Yahoo Ask
  • Taobao (Simplified Chinese: 淘宝网; Traditional Chinese: 淘寶網) is an online destination for shopping, socializing and information sharing in China. Founded by Alibaba Group, it facilitates business-to-consumer and consumer-to-consumer retail by providing a platform for businesses and individual entrepreneurs to open online retail stores that cater to consumers across Greater China and beyond.Sellers are able to post new and used goods for sale on the Taobao marketplace either through a fixed price or by auction. The overwhelming majority of the products on Taobao are brand new merchandise sold at a fixed price; auctions make up a very small percentage of transactions.Alipay, an escrow-based online payment platform, is the preferred payment solution for transactions on Taobao.Taobao reported more than 190 million registered users as of April 30, 2010 and generated gross merchandise volume of more than US$29 billion in 2009.[1] In April 2010, Taobao ranked 16th overall in Alexa's internet rankings. [2]
  • Sohu.com Inc. (simplified Chinese: 搜狐; traditional Chinese: 搜狐) (NASDAQ: SOHU) is a search engine company headquartered in Haidian District, Beijing, People’s Republic of China.[3] This company and its subsidiaries offer advertising, a search engine, on-line multiplayer gaming and other services. For the fiscal year ended 31 December, 2007, Sohu.com Inc.'s revenues increased 41% to $188.9M. Net income increased 31% to $35M.[4]Sohu was ranked as the world's 3rd and 12th fastest-growing company by Fortune in 2009 and 2010 respectively. [5][6] As of August 2010, Sohu is currently the 46th overall in Alexa's internet rankings.[7]
  • Douban.com (Chinese: 豆瓣; pinyin: Dòubàn), launched on March 6, 2005, is a Chinese Web 2.0 website providing user review and recommendation services for movies, books, and music. It is also the largest online Chinese language book, movie and music database and one of the largest online communities in China. As of September 2009, it has about 10 million registered users and ranks the 24th most popular website in China according to Alexa Internet.[1]
  • Digital Culture in China: NUMBERS & TRENDS

    1. 1. Digital Culture in ChinaShanghai, November 2011Itamar MedeirosSenior User Experience Designer (Autodesk, Inc.)Local Coordinator (Interaction Design Association) 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    2. 2. Interaction DesignInteraction Design (IxD) defines the structure and behavior of interactive systems. Interaction Designers strive to create meaningful relationships between people and the products and services that they use, from computers to mobile devices to appliances and beyond. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    3. 3. Experience | 体验The sensation of interaction with a product, service, or event, through all of our senses, over time, and on both physical and cognitive levels. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    4. 4. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    5. 5. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    6. 6. Chinese CultureAre there differences between Chinese Culture and Western Culture one should be aware of when it comes to creating user experiences? 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    7. 7. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    8. 8. Consumer BehaviorContent NavigationCreation CULTURE Patterns Marketing Approaches
    9. 9. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    10. 10. Consumer Behavior in ChinaIndicators* 2006 2010Cars Sales 7.2 million 10.9 millionMobile Phone Subscriptions 400 million 768 millionInternet Users 137 million 432 milionWorldwide Luxury Market Share 12% 27.5%11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    11. 11. Consumer Behavior in ChinaIndicators* 2006 2010Cars Sales 7.2 million 10.9 millionMobile Phone Subscriptions 400 million 768 millionInternet Users 137 million 432 milionWorldwide Luxury Market Share 12% 27.5%11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    12. 12. Consumer Behavior in China71.7% of Internet Users live in Urban Areas74% have monthly household income of less then 2000 RMB (around US$ 290.00)31.7% are Students12.4% have a Bachelor’s Degree or Higher 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    13. 13. Consumer Behavior in ChinaLow Brand Loyalty: “Chinese consumers remain very brand conscious, for example, but their intense focus on value means that brand loyalty is often a secondary consideration.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    14. 14. Consumer Behavior in ChinaLow Brand Loyalty: “Chinese like to haggle over prices, and Taobao had certain functions built into it which enable people to haggle over items for sale.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    15. 15. Consumer Behavior in ChinaWord-of-Mouth: “According to one study, 66 percent of consumers said they would consider F&F recommendations when choosing a moisturizer compared with just 38 percent of respondents in the U.S. and U.K.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    16. 16. Passive Interactive11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    17. 17. Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    18. 18. Marketing Approaches Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    19. 19. Marketing Approaches in ChinaPush vs. Pull: “A push strategy is especially appropriate where there is low brand loyalty.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    20. 20. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    21. 21. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    22. 22. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    23. 23. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    24. 24. Passive Interactive Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    25. 25. Content Creation Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    26. 26. Content Creation in ChinaMeans of expression: “The Internet has become a new channel for the Chinese government to get to know the peoples situation and amass the publics wisdom, and consequently exercise governance for the people and improve its work.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    27. 27. Content Creation in ChinaValue of Networks: “In open networks, 80% of the content is created by 20% of the contributors”. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    28. 28. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    29. 29. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    30. 30. Navigation Patterns Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    31. 31. Navigation PatternsLocal vs. GlobalOrganically vs. StructuredFrom Desktop to Small Displays 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    32. 32. Navigation PatternsLocal vs. Global: Local content – adapted to local culture – makes adoption of Chinese Clones faster in China 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    33. 33. Navigation Patterns“Chinas online game industry generated 32.37 billion Yuan ($4.9 billion) in sales revenue last year, of which 59.6 percent came from the countrys own products.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    34. 34. Navigation PatternsOrganically vs. Structured: “Eastern Aesthetics can be reasonibaly divided into compartment of main religions informing it, ie., Hinduism, Buddhism, Taoism, Confuciounism [...] These are less humanistics and more Mystical [...] Mysticism tends to be more or less naturalistic.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    35. 35. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    36. 36. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    37. 37. Navigation PatternsFrom Desktop to Small Displays: “With an increasing number of people choosing to access the Internet via mobile phone, it is expected that Chinas mobile Internet users will outnumber those using personal computers by around 2012.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    38. 38. Bringing Everything TogetherLow Brand Loyalty Local vs. GlogalWord-of-Mouth Organically vs. StructuredPush vs. Pull From Desktop to Small DisplaysMeans of ExpressionValue of Networks 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    39. 39. Consumer Behavior Content Navigation Creation CULTURE Patterns Marketing Approaches11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    40. 40. Low Brand Loyalty Word of Mouth Means of Global vs. Local Expression Organically vs. CULTURE Structured Value of Networks Small Displays Push vs. Pull11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    41. 41. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    42. 42. OpportunitiesBuild on Brand AwarenessLeverage of the Value of NetworksAdd Value through Service Design 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    43. 43. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    44. 44. Build on Brand Awareness“Many of these Chinese youth have begun settling on what they like and are teaching their own children what to buy. Companies must understand what motivates Chinese youth and what are the most effective methods and ways of targeting them. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    45. 45. Leverage on the Value of Networks“Closed groups and companies will give way to looser networks where small contributors have big roles and fluid cooperation replaces rigid planning.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    46. 46. Add Value throughService Design“In the competitive world of business, what separates an industrys players is often the service that comes with the product offering – the customer experience. Quality of service determines whether a customer will be loyal, or leave.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    47. 47. Added value throughService Design“Within Service Design, Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    48. 48. IxDA MissionEVANGELISM PROFESSIONALISM Promoting awareness of the discipline, Encouraging high standards of craft, and value of interaction design practice within the interaction design and design research. discipline.INNOVATION EDUCATION Advancing the discipline of interaction Establishing standards for academic design. programs in interaction design. COMMUNITY BUILDING Developing a close-knit community of interaction design professionals. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    49. 49. How Can I Help?The task of building up the community is huge, and every member should contribute:How Can I Help? 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
    50. 50. How Can I Help?The task of building up the community is huge, and every member should contribute:http://www.ixda.org/local/ixda-shanghaishanghai-local@ixda.org 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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