Here are some insights about China digital market, which will be helpful for the person who wants to involve with China audience.

1. 2018 China
Social Media Landscape

2. This is our story exclusively for YOU
Introduction
Our mission is to help global organizations and brands unlock
the opportunity in China through effective digital advertising &
marketing methodologies, insights, best practices, with a team
of talent who are here to innovate and serve you.
This is our passion.
*This presentation and any attachments contain confidential and privileged information. It can’t be disclosed to any 3rd party. If you are not
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Presented by:
Felix
Planning Manager
@Linksus Digiwork

3. • Five Trends and Key Developments
• Linksus Digiwork Solution
• Q&A
Content
• Think Globally, Act Locally

4. Think Globally, Act Locally

5. By Tiers:
From Megacity to prefecture-level
China market could be divided into at least 6 Tiers
By Segment:
Demographic/Behavioral/Psychographic/Geographic
Tailor-made strategy to implement segmentation is necessary
By Ordinary:
With the development of society,
Chinese are actively to engaging
or creating entertaining content

6. Consumers now focus less on price
More on Personalized Products
And the Overall Shopping Experience
60 TIMES SALES GROWTH
IN PAST THREE YEARS
*Resource: JD.COM & GOV.UK、 Pintu Business Report
Dyson put 20% of its annual income to promotion – about 110-114 millions

7. User First, Better Result
Multi-channel Exposure
Launch event, Pop-up store, Digital Promotion, etc.
All Covered Official Digital Account
Localized website, Wechat, Weibo, E-Com, etc.
High Social Reputation
Apply social KOLs to expand the product reputation

8. Share of
Voice
Data analysis from
real-time social buzz
Reputation collection
among users
Selling point classify
in branding material
SWOT model
to find potential market
Be A Veteran In Battle
Reputation
Survey
Creative
Classify
Competitors
Report

9. Five Trends and Key Developments

10. The integration of Function & Content
via mobile network
#1

11. *Resource: Kantar Media CIC
Function
WeChat Weibo Toutiao

12. *Resource: Kantar Media CIC
User Generated Content
LittleRedBook Tik Tok Meipai

13. *Resource: Kantar Media CIC
Social Business - KOL
Papi Mr.Gu Eating Daily
Mimeng Tongdao Jiang Chacha

14. The boundaries across the three operating
models have BLURRED.
Integrate & maximize resources from each
platform to DRIVE BEST ROI.
*Resource: Kantar Media CIC
Function | UGC | Social Business

15. The need for Instant Gratification
via social user journey
#2

16. Before
Advertisement Purchase

17. Now
Consumer Contact User Experience Purchase User Feedback

18. Fast sales have become very IMPORTANT
in social business

19. E-commerce-oriented links on Content
Weibo, short videos, notes etc.
Fast Sales Example

20. Virtual gifts and rewards on
livestreaming platforms
Douyu, Huya, Panda, etc.
Fast Sales Example

21. Paid content on Q&A or audio platforms
Zhihu, Dedao, Knowledage Planet etc.
Fast Sales Example

22. Pan Entertainment / IP
Most popular in young generation
#3

23. refers to a phenomenon in which consumers
prefer to any entertaining and humorous content
to formal forms of content
“Pan-entertainment”

24. Pan-entertainment
Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment
Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment Pan-entertainment
Kawaii Kichiku Self-rejection Spoofing XX-style

25. One of the most popular types of content on
social media is entertaining Intellectual Property
also know as IP
“Intellectual Property”

26. This can be a character, story, or in some cases
a brand who will create IP which leverages prominent products

27. L’OREAL PARIS X WONDER WOMAN

28. Bio-E X Angelababy

29. The continuing KOL phenomena
Persons / Account
#4

30. Persons Account
Papi Eating DailyMimeng Tongdao
With distinct
characteristics
Produce a certain
type of content
Multi-platform and
multi-angled content
In this way they create a stronger
cooperation with brands

31. Omnichannel is necessary to drive sales
Online & Offline
#5

32. One step to
Buildup and expand multiple sales
channels to cover potential consumers
BUY
Online Store Offline Store

33. Continue to connect the in-store shopping experience with their
WeChat accounts, sites, mobile payments, social channels, and other mobile apps

34. Linksus Digiwork Solution

35. Awareness User Traffic Sales
Brand Image Online
Store
Offline
Store
Sports
Movie Drama
Music Video
…
…
Celebrity
Localize brand message
Categorize brand material
IP Coop
Social Promotion
Three-Step Branding Model

36. Celebrity Activities
Big Drama Coop
Weibo Topic
Hot Search
Ranking eCom
Awareness Sales
Bio-E X Angelababy
User Traffic

37. COTTON TISSUE X CHEN YANXI
Awareness SalesUser Traffic
Celebrity Activities
LRB KOL Coop
Weibo KOLs Coop
Guangzhou Tower Coop
eCom Big Day

38. LITTLE RED BOOK SHOWCASE
Selling Point Matching
Situation Soft Seeding
Article Creative
Product Emphasis
E-com Leading
Angelababy X Bio-E

39. Q&A

40. The integration of Function & Content
via mobile network#1
The need for Instant Gratification
via social user journey#2
Pan Entertainment / IP
Most popular in young generation#3
The continuing KOL phenomena
Persons / Account#4
Omnichannel is necessary to drive sales
Online & Offline#5
Highlights
Review

41. Thanks for watching
Email us if you want to learn more
Liuzhi@digiwork.com; Lvyuekang@Digiwork.com