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China social media overview


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China social media overview

  1. 1. The rising of social media and social commerce in China By Cecilia Wu
  2. 2. General landscape Whatever social media you found in US, there is the equivalent in China • 72% China Netizens use weibo • 230m SNS users • SNS and Weibo now account for 41% of Chinese Netizens’ online time 318m BLOG users 144m FORUM users • 66% IM users in China are between 18 -35 • 57% are males 325m online video users
  3. 3. How influential are China social media? If use country population as benchmark, then we have… Mogujie, quasi Pinterest clone, 300 million users ≈ population of US QQ IM 712 million active user≈Total population of Europe Kaixin China’s Facebook 130 million users > population of Japan (128 million) Microblogging Sina Weio user over 250 million > population of Indonesia (237 million) Renren, China’s oldest Facebook 200 million users > population of Brazil (192 million)
  4. 4. China’s facebook RenRen and Kaixin The two cannot dominate the China market like the way Facebook dominates in other parts of the world Their popularity seemed to wane down, as micro-bloggings are stealing the thunder Growth has levelled Growth has declined is one of the oldest SNS in China • Created in 1999 • Currently 130m users (of which 60m active users) • Nearly 200m users currently • Urban, white-collar user base • Mainly popular among students • 25% users > 26year-old (90% of users are high school or university students) • More female (52%) than male users • More male (56%) than female users • Principally known for its social gaming function, but also • Mainly used for status, photo and music sharing, blogging, etc. status sharing, blogging, etc.
  5. 5. China’s Microblogging Sina Weibo and Tencent Weibo Sina Weibo led the trend so far, and more popular than Tencent Weibo 400 Total number of Weibo users in million: Sina VS Tencent 310 300 250 233 200 200 160 140 100 0 2011 Q1 2011 Q2 2011 Q3 Sina Weibo Tencent Weibo is the 1st place and the most influential occupies the 2nd place on the market: platform in China: • More than 300m users • Sina firstly introduced this concept to China in Aug 2009 • The number of daily active users on Tencent Weibo has • So far, more than 250 million active users on Sina in exceeded 50 million, which is twice of Sina Weibo China . • Leverages Tencent QQ’s huge reach to scale youth users • Around 450,000 users in US many in non-first-tier cities • Each message with 140 Chinese character limit • Each message with 140 Chinese character limit
  6. 6. Features of Sina Weibo In fact it is the mixture of Facebook and Twitter Graphic & Visual Engagement Stimuli Enhancer Interactive Data and tracking Application system Content Driver
  7. 7. Some different micro-blogging behaviors between Sina Weibo and Twitter VS Sina weibo users post average Twitter users post average 4.1 13.8 messages per week messages per week 18.6% of the weibo users use 41.6% of the twitter users use real name real name 63.3% of the weibo users 84.5% of the twitter users post/tweet personal messages seldom or never post/tweet personal messages 47% of the weibo users follow 19% of the weibo users follow colleagues colleagues Source: Nielson, Jan 2012
  8. 8. Brands engagement with Sina Weibo: Burberry Case Burberry’s Case: coherent style and grey color visual identity posts one to two tweets each day and the topics are only about its products or marketing campaigns The amount of content that could be retweeted or commented on is somewhat limited Although Weibo helped in terms of brand knowledge, its influence on the other pillars of brand equity remains questionable short video clip which showcases the latest collection 310581 followers An example of Burrerry’s microblogging: Classical Burberry coat Advertisement worn by Model Kate Moss in 2005
  9. 9. Brands engagement with Sina Weibo: IKEA Case Retweets users’ contents with pictures of Ikea products engages in poll discussions, their poll was not focused on selling products or gathering direct consumer preferences When a customer complains about customer service or product defects, Ikea replies and solves the issue Through these initiatives, Ikea’s Weibo page successfully strengthens their brand equity across all pillars. 204351 Pictures of Ikea followers furniture Ikea’s poll question on Feb 27th, “What changes do you make for your home to embrace spring?”, 354 people voted
  10. 10. The fervor of Pinterest clone in China in 2012 Quasi, or exact clones of Pinterest are popping up in China
  11. 11. Pinterest’s social curation is the basis for social shopping Example of budding Mogujie’s social e-commerce features 4875 followers User’s name This dress Liked 1442 people Purchasing Link on Taobao, sol d at RMB119 Demand approach reverse group buying for mogujie users, 203 people would like Purchasing to make this dress a group button onHer favorite dress found buying deal lower than Taobaoon Taoboa, and posted on RMB119, pending forMogujie supplier’s approval
  12. 12. SNS’s strong influence on Chinese consumers Consumers in China will be more prone to purchase products from SNS than western counterparts Because China e-commerce seems still untested and less reliable while consumer trust is often meager SNS becomes an impartial channel of “word of mouth” for consumers to know the brand and product Cross countries comparison for SNS users who believe SNSs are a good place to buy products/brands India 28.1 Brazil 17.3 Ages 16+, read as social network Indonesia 15 users in China are 14% more likely China 14 than average to say that social Mexico 11.5 networks are a good place to buy products/brands, whereas in -2.3 Russia France social network users are -4.1 Spain 35.9% less likely -6.4 Japan -12.4 US -17.9 Canada -20.3 UK -32.5 Germany Index -35.9 France Note: Index 0= average Source: TNS, “Digital Life 2011”, Nov 2011