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COVID-19 // China POV Vol.6

Vol.6: An update from Havas Group China on media behavior and consumption during the COVID-19 global pandemic.

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COVID-19 // China POV Vol.6

  1. 1. 1 Havas Group China June 1st 2020 COVID-19 EDITION #6
  2. 2. 2 In this edition 1. COVID-19 situation update 2. Consumption impact update 3. Media consumption development 4. Latest economic outlook 5. Outlook for key categories 6. Media market updates 7. POV & recommendation
  3. 3. 3 COVID-19 situation update More daily life positive picture, this one would have been for the peak not for now
  4. 4. China's domestic activity is expected to rebound and continue to recover in the second half of this year as the containment measures are withdrawn and policy support gains strength 4 A faster economic recovery in China than in the US and Europe is expected due to 3 reasons:“ ”—— IMF official 1. Domestic wealth 2. Expanding Global export position 3. High Government investments A faster economic / domestic market recovery in China than in the US and Europe is foreseen See page 31-33 for data support
  5. 5. Chinese new normality shows increasing positivity 5 • China isn't out of the woods yet, but the return to normality has picked up a gear. According to Joint Prevention and Control Mechanism of China, people can stop wearing masks in 2 circumstances – 1. Outdoor where there aren’t a lot of people. 2. Low-risk cities’ (no newly reported case in recent days) well-ventilated spaces including indoor offices, schools, etc. • Over the past couple of weeks there have been a number of positive developments reinforcing China as one of the most promising markets this year: like an IMF official said, China's domestic activity is expected to rebound and continue to recover in the second half of this year as the containment measures are withdrawn and policy support gains strength • China has reopened hotels, sports venues and even Disneyland, albeit with social distancing rules and reduced capacity. 95% shopping malls and stores reopen, with 80% traffic recovery. • During Labor day, China welcomed 115 million domestic tourists, with 47.5 billion income. China and South Korea ease border controls for business travel. Students start to go back to school. Sources:China skinny, McKinsey
  6. 6. 6 • Despite the pandemic, many companies have reported positive growth in China. In Q1, Nike grew 5% and L'Oreal was up 6%, and multinationals from BMW to KFC have announced continuing expansion plans for the country. • In April, even car sales grew 4.4% under government policy stimulation, the first year-on-year growth since mid-2018. • China's home sales have almost returned to pre-virus levels. Even China's economists are feeling their most upbeat in two years. Sources:China skinny, McKinsey Chinese new normality shows increasing positivity
  7. 7. 7 Consumption impact update
  8. 8. Some gig purchase categories start to recover with stimulation policies kicking in. Daily enjoyment categories keep recovering 8 Phase Cancel or reduce Unchanged or limited Increase Phase 2 Stabilization Feb 9 - End of the outbreak (probably in mid of the year) Phase 3 Post outbreak - Recovery • Big purchases further recover as stimulated policy/discount kicked in: real estates, cars, luxury products • Domestic travel further recover during Labor day, while international travel keep postponed • Dining out & daily life enjoyment keep reenergizing • Big family purchase categories without urgency: luxury, car, furniture etc. • Online entertainment • Financial investment • Epidemic related products: masks, household cleaning, medicine grow stable • Food market overall shift to more fresh food especially for vegie and protein, less dining out • Online shopping through live streaming keep booming • Personal care products • Major appliances, consumer electronics, liquor, etc. • Luxury: overseas buying high decrease, domestically to compensate • Apparel • Entertainment, especially OOH activities like cinema, outdoor. • Travel • Health related categories, including healthy food, gym • Home decorations and appliances • Insurance • O2O will accelerate Sources: desk research and social listening
  9. 9. 9 Key developments during the end of stabilization phase
  10. 10. China’s offline consumption has recovered 84% until mid May, but weekend and night consumption take more time 10Sources: McKinsey – Miya technology Before COVID COVID peak Recovery Weekdays Weekend Daily transaction (standardized) Daily transaction (standardized) Before COVID COVID peak Recovery Weekend & night consumption decrease more, and is not fully recovered yet Recent 2 weeks recovered to 105% driven by Labor day Before COVID Before CNY COVID peak Stabilization Recovery The first case reported New year WH lockdown, CNY Most area lower the emergency response level Labor day China offline daily average consumption 100%=2019 Dec daily average consumption 95% shopping malls and stores reopen, with 80% traffic recovery until mid May
  11. 11. KFC KFC sticks to expansion plans after virus as it continues to see expansion opportunities focusing on tier 4&5 With high self indulgence needs, chain F&B brands keep expanding to more markets despite the epidemic 11 Luckin coffee Despite the scandal, the company is reportedly on an expansion spree, opening ten outlets per day in the second quarter Popeyes Popeyes has returned with its first store opening on Shanghai. By 8am, there were already hundreds of people queuing Sources: China skinny
  12. 12. New created shopping festivals/events (discount & new product launches) have shown to stimulate consumption 12 To lift post-lockdown consumer spending, Shanghai initiate the double five shopping festival, entice shoppers to splurge again by staging a massive retail extravaganza from this month until June. The shopping festival pulled in USD 2.2 billion of sales in first 24 hours through both offline and online. Shanghai Double Five shopping festival Global new product launch season Sources: Kr Asia, Sina news Among the double five shopping festival, Shanghai government also launched a “global new product launch season” which will last for 1 month. It already attracts 94 global/local brands including LVMH, Kering, Richmond, L’Oreal, etc. to hold 110 new product launch events. Richmond CEO said they will launch 100+ new products with 14 brands in the coming 4-5 weeks
  13. 13. Luxury enjoyed a buy rush in the past weeks due to price tactic impulses 13 Top luxury brands increase price Others are on sale to attract the consumers Buy 500 get 300 voucher Increase price twice within 2 months 15% price increase 10% price increase Sources: Fashion business news
  14. 14. While many independent stores were not able to survive, newcomers prepare already to move in 14 Stores closed, many of them are in renovation, other businesses are going to be opened again Sources: Chozan
  15. 15. 15Sources: Ipsos; Cosmose; GWI Consumer sentiment changes during the post outbreak phase
  16. 16. Consumers are changing their values, appreciating more the daily life enjoyment and collective benefits, becoming less money-oriented 16 74%Daily life enjoyment Ranking +8 vs. 2019 78%Protect for the nature Ranking +3 vs. 2019 Consumer value change 67%Have abundant of money Ranking -13 vs. 2019 Sources: Kantar, Chaozan 76%National pride Ranking +14 vs. 2019 90%+of consumers said that the COVID-19 has brought changes or preferences to their own lifestyle
  17. 17. Chinese say goodbye to frivolous purchases 17 With much more of days spent in their homes, Chinese consumers also have more time and reasons to sort through things they don’t feel they need. Many people are offloading possessions and aim to simplify their lives, embracing a new-found ethic for hard times: less is more. Brands that align with the less-is-more approach - from clean packaging, to beautifully simple product design, to less ingredients in food, are likely to benefit from this trend. Alibaba's Idle Fish, China’s biggest online site for used goods, hit a record daily transaction volume in March. • 38.8% YOY user increase • 40% YOY products increase Posts with the hashtag #ditchyourstuff have trended on social media in recent weeks, garnering more than 140 million views 1 Trillion (¥) Prediction for used goods transactions in 2020 Sources: China skinny – Idle Fish
  18. 18. Especially, tiers 1-2 are more conservative after COVID-19 18 Did you give up any consumption because of the out break? 1.) Car/Vehicles 2.) Clothing. Shoes & Cosmetic Products 3.) Electronic Devices, Computers & Mobile Phones 4.) Household 5.) Concert Tickets Sources: Chozan According to the respondents from both city tiers, the top five commodities they have given up purchasing are:
  19. 19. While the COVID-19 battle still further boosts national pride among young Chinese 19 In many cases, this sentiment will have an impact on how origin communications are received, how new product development should manifest and how brands choose partners and endorsers. Sources: Xinhua – China youth daily 9.57Out of 10 9.18Out of 10 Y2020 Y2019 National price among 18-35 y.o. (China Youth Daily, 8212 sample size, 31 province Apr 24th-28th) Chinese youth gives higher scores to national pride 71% of the young respondents said they acquired a strong feeling that people and life matter most during the nationwide fight against the epidemic. “China did good job to contain the virus, people are actively shouldered to fight against epidemic under the government lead. I think China is more safe than other countries. I feel proud about it” —— Jason, 25 y.o.
  20. 20. Sailing on national pride, increasing “Buy China” sentiment translates into clear buying behavior, especially in lower tiers 20 47% 53% No Yes Has the COVID-19 affected your brand preferences? Survey by ChoZan, 1214 samples, 16-60 y.o., tier 1-5 cities in China, April 3-5 After the COVID-19, which do you prefer: local Chinese brands or foreign brands? 70% 9% 21% 79% 8% 13% Chinsese brands Foreign brands No preference 53% of consumers expressed that they will change their brand preference after the pandemic 70%+ of consumers claimed they will prefer Chinese brands more, especially tier 3-5 are more supportive Top 5 brands given credit by consumers for great work during COVID-19 Alibaba, Tencent, Huawei, Wuling, JD Sources: Linkedin
  21. 21. 21 Sources: Ipsos; Cosmose; GWI COVID-19 has driven the usage and new development of e-commerce and O2O even higher
  22. 22. KOL-based and Live streaming further drive the EC growth 22Sources: EqualOceans, China skinny Chinese internet giant Baidu invests USD 70.5 million into live streaming amid coronavirus-led boom.
  23. 23. % of consumers who would not care if the following retail brands were to disappear: 56%41%39% 26%31% In China online retailers are already more popular than traditional retailers Sources: Havas Meaningful brand 2019 *Our full report and seminar “Future of O2O retail in China” are coming 23
  24. 24. And China has become an all-delivery society by default I am so used to having everything immediately delivered that I no longer need to shop in stores 42% PROSUMERS 42% MAINSTREAM 41/24 51/29 19/16 66/61 41/30 Sources: Havas prosumer report 24 *Our full report and seminar “Future of O2O retail in China” are coming
  25. 25. However Chinese don’t want only online retailers I’m fine if Alibaba and JD* are the only retailers that survive 49% PROSUMERS 42% MAINSTREAM 37/19 24/18 29/19 36/44 25/16 Sources: Havas prosumer report 25 *Our full report and seminar “Future of O2O retail in China” are coming
  26. 26. Sources: Havas prosumer report Delivery service is not enough, they want a full offering: product + services + content that inspires and helps 72% Correlation between performance and Content Effectiveness** Product Content Service 82% Of Prosumers want to be more inspired while shopping * 26 *Our full report and seminar “Future of O2O retail in China” are coming
  27. 27. Sources: Havas prosumer report Keen to learn more about our research findings? Register now for our seminar on June 18th and 19th 27 “The Future of O2O retail in China”
  28. 28. 28 Media consumption development
  29. 29. While life has mostly gone back to normal, people continue to watch more TV than last year 29Sources: Infosys, Target:P18-45, Period:2020/01/01 – 2020/4/25, Timeslot: All Day Tier1 including(BJ、SH、GZ、 SZ),Tier2 including almost Provincial capital Since February overall TV rating shows seasonal decline, but remains higher than in 2019 6.9 9.5 7.2 65.9 6.4 5.5 5.4 0 5 10 Jan Feb Mar Apr 2020 2019 7.2 10.2 7.3 6.5 6.2 6.8 5.3 5 0 5 10 Jan Feb Mar Apr 2020 2019 6.5 9.2 6.5 5.6 4.9 5.8 4.9 4.7 0 5 10 Jan Feb Mar Apr 2020 2019 Tier 1 Tier 2 Others
  30. 30. 45% 46% 48% 47% 47% 49% 49% 50% 48% 53% 50% 50% 250 300 350 400 450 500 550 600 0% 20% 40% 60% May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 Average daily household duration(min) Daily activity user rate Also SmartTV daily view time is declining following the overall traditional TV usage trend, but remains on higher level than last year 30Sources: Gozen Data 《OTT Big Data Monthly Report - Apr.2020 》; Gozen Data ORS- CTV Rating System While the daily activity rate remains at 50%, the average daily time dropped to 297min (pre-epidemic level).
  31. 31. Hunan STV continues to successful with their Drama and Variety shows 31 Drama During 25th Apr of 2020, Hunan STV should be the winner in drama field. Variety During 25th Apr of 2020, Zhejiang STV buzz show <TRUMP CARD VS TRUMP CARD> narrowly won <Singer> and took the first place. 0201 0403 05 Jiangsu STV 冰糖炖雪梨Ave Rtg 1.97 Dragon STV 安家 Ave Rtg 1.75 Hunan STV 清平乐 Ave Rtg 2.15 Hunan STV 绿水青山带笑颜 Ave Rtg 1.86 Drogan STV- 欢乐喜剧人 Ave Rtg 1.32 Zhejiang STV- 王牌对王牌 Ave Rtg 1.97 0201 0403 05 ZhejiangSTV 我们在梦开始的 地方 Ave Rtg 1.77 Hunan STV- 歌手当打之年 Ave Rtg 1.95 Zhejiang STV- 天赐的声音 Ave Rtg 1.40 Hunan STV- 快乐大本营 Ave Rtg 1.15 Sources: Infosys, Target:P18-45, Period: 2020/01/01-2020/04/25, Timeslot: All Day Market: 57 Markets
  32. 32. In Digital all app categories see a steady DAU increase, while Education and Gaming report the most significant growth 32 Source: iResearch, period: 2019--2020.04 20 23 31 73 171 249 344 363 701 1220 21 23 31 89 178 289 379 408 746 1250 Health & medicare Food delivery & Recipes Car services Education Travel & Navi Gaming services General news EC Video services Social networking 2020 Apr DAU 2020 Apr 2019 avg Unit: Mil 2019 Avg. VS. 2020 Apr growth rate +2% +7% +12% +10% +16% +4% +22% +0% +3% +7%
  33. 33. Since the Labor holiday, EC platforms benefited from the shopping festival stimulus, also Travel & Navi apps DAU increased sharply 33 Source: iResearch, period: 2019--2020.05.10 21 23 31 89 178 289 379 408 746 1250 22 25 34 90 211 291 379 440 739 1,250 Health & medicare Food delivery & Recipes Car services Education Travel & Navi Gaming services General news EC Video services Social networking 2020 May1-10 DAU 2020 May 2020 Apr +0% -1% +1% -0% +7% +9% +18% +8% -1% +5% Unit: Mil Apr avg. VS. May 1-10 growth rate
  34. 34. Overall Social DAU and time spent in line with March. WeChat and Weibo with slight increases while QQ drops vs. April 34 896 344 182 16 13 912 325 206 14 14 911 332 222 15 15 912 328 216 14 15 916 320 215 14 15 922 318 223 14 15 WeChat QQ Weibo Baidu Tieba LRB 2020 Top 5 Social Apps by DAU 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) Unit: Mil 1220 1241 1267 1288 1250 1265 92.5 97.4 99.9 90.3 92.4 94.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 0 200 400 600 800 1000 1200 1400 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May (till 10th) 2020 Social Networking Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins Sources: iResearch, period: 2019-2020.05.10
  35. 35. Riding on its popularity, more retailers like Watsons, leverage the WeChat ecosystem to drive a O2O retail consumer journey 35 Brands today can acquire comprehensive retail market data such as online and offline transaction volume ratios, total revenue and customer order totals by leveraging digital connectivity. This data can be used to fine-tune business strategies. Watsons is just one example that has harnessed the power of the WeChat ecosystem to better serve customers, while simultaneously growing its data. As more traditional offline retailers discover the tried-and-true value of online portals, an increasing number will continue to shift to innovative integration of online and offline business. Sources: Jing Daily Connecting Over 3 Million Consumers with Watsons Shopping Guides Watsons shopping guides, known as “Beauty Consultants” are drawing on the company’s already developed membership refer and using WeChat Work to add customers’ WeChat contacts as friends. By connecting WeChat Work with their digital DMP/CDP system, Watsons is making good use of their digital capabilities to gain insight into consumer demographics. A customer scans a QR code in a Watsons store to be connected with a service consultant WeChat Pay and Customer Service Functions Help Build Private Traffic Pools After using WeChat Pay to complete a purchase, users can add the contact for the Beauty Consultant who assisted them directly through their digital receipt. Cloud-Based Retail Accessible Anytime, Anywhere Providing more timely and responsive services is something for which the entire industry strives. Watsons believes that the answer lies in official cloud-based Mini Program stores that extend to online customer services. When orders come in through the Official Watsons Cloud Store, the company takes advantage of its offline storefronts to ship goods out from the location nearest to the customer. In this way, Watsons has been able to implement 1-hour delivery in 480 cities across China.
  36. 36. OTV apps remain very popular as DAU & time spent remain at the same level as April 36 365 401 464 444 416 419 112.1 114.0 132.0 123.4 117.4 118.6 0.0 20.0 40.0 60.0 80.0 100.0 120.0 0 100 200 300 400 500 2019 avg. 2020 Jan2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) 2020 Online Video Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins 167 153 78 32 22 176 158 83 38 24 205 183 107 52 26 192 175 101 46 26 177 163 89 40 26 178 164 90 41 27 iQIYI Tencent Video Youku Mango TV bilibili 2020 Top 5 Online Video Apps by DAU 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) Unit: Mil Sources: iResearch, period: 2019-2020.05.10
  37. 37. Total short video DAU & time spent stabilized, while Douyin keeps on enlarging its user base 37 430 465 499 462 456 462 39.0 51.5 58.3 59.5 60 60 0.0 10.0 20.0 30.0 40.0 50.0 60.0 0 100 200 300 400 500 600 700 800 900 2019 avg. 2020 Jan 2020 Feb2020 Mar 2020 Apr 2020 May(till 10th) 2020 Short Video Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins 211 123 52 46 36 254 141 55 50 35 285 153 58 53 36 282 140 57 49 35 280 137 55 47 35 287 137 55 47 36 Douyin Kwai Watermelon Video Douyin Volcano Edition Haokan Video 2020 Top 5 Short Video Apps by DAU 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th)Unit: Mil Sources: iResearch, period: 2019-2020.05.10
  38. 38. Both Douyin and Kwai have gotten overrepresented at young audiences, while catering different young profiles 38 53.1% 46.9% 44.3% 54.7% Sources: Kasi data, period: 2019.10.31 12.5% 12.4% 20.0% 29.9% 25.3% 8.8% 8.7% 20.9% 30.1% 31.6% over 35 yo 31-35 yo 25-30 yo 18-24 yo 6-17 yo Douyin Kwai Users under24 yo. account for over 60%, 55% Douyin and Kwai users respectively 42.8% 22.7% 27.4% 7.1% 28.0% 24.2% 38.3% 9.5% Tier4 and below Tier 3 Tier 2 Tier 1 Douyin Kwai Douyin: strong focus on tier 2 cities Kwai: 2/3 of its fans come from tier3 cities and below Douyin users are 53% female, while Kwai is used more by a male audience
  39. 39. On both platforms funny stories is the fastest growing content 39 31.7% 8.1% 7.3% 5.9% 5.7% 5.5% 4.5% 4.2% 4.0% 3.1% Funny stories Pretty girls Music Food Emotion Makeup Knowledge sharing Gaming Handsome boys Pets Content of Top 500 Douyin KOLs who gained followers the fastest 24.9% 11.6% 10.6% 10.1% 6.8% 5.7% 4.0% 4.0% 3.6% 2.7% Funny stories Gourmet food Gaming Music Life recording Pretty girls Handsome boys Talent shows Makeup Emotion Content of Top 500 Kwai KOLs who gained followers the fastest Sources: Kasi data, period: 2019.10.31
  40. 40. Douyin is mostly used by female KOLs from tier1 and 2 cities, while Kwai has a more balanced KOL gender mix and on lower tier cities 40 57.5% 42.5% 47.8% 52.2% Douyin has a larger share of female KOLs while Kwai gender mix of KOLs is more balanced Sources: Kasi data, period: 2019.10.31 8.7% 12.0% 25.3% 39.9% 14.1% 5.6% 7.0% 29.2% 42.0% 16.8% over 35 yo 31-35 yo 25-30 yo 18-24 yo 6-17 yo Douyin Kwai More than 40% of users of Douyin are aged 18-24yo, while the same group on Kwai accounts for almost 40% 27.0% 22.0% 38.2% 12.8% 12.9% 12.2% 44.4% 30.5% Tier4 and below Tier 3 Tier 2 Tier 1 Douyin Kwai Douyin: focus on 1st and 2nd-tier cities. Kwai: focus on 2nd –tier and 4th-tier and below cities
  41. 41. Both gaming apps and general news apps DAU and time spent keep flat at a higher level than 2019 344 372 400 384 379 384 46.9 51.6 60.5 56.4 53.9 53.3 0.0 10.0 20.0 30.0 40.0 50.0 60.0 0 100 200 300 400 500 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) 2020 General News Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins 249 295 309 294 289 293 70.2 72.5 76.7 76.7 78.2 78.6 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 0 50 100 150 200 250 300 350 400 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) 2020 Gaming Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins 41 Sources: iResearch, period: 2019-2020.05.10
  42. 42. Stimulated by holidays, OTA apps DAU and time spent increased, but still below 2019 avg., while Navi apps on much higher level 42 127 133 115 129 143 160 19.5 19.0 12.8 20.1 25.6 30.3 0.0 5.0 10.0 15.0 20.0 25.0 30.0 0 50 100 150 200 250 300 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) 2020 Navigation Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins 24 20 17 17 17 19 9.5 9.0 7.9 7.0 7.4 8.0 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 0 5 10 15 20 25 30 2019 avg. 2020 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May(till 10th) 2020 Online Travel Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins Sources: iResearch, period: 2019-2020.05.10
  43. 43. EC increased in DAU, stimulated by the Double Five shopping festival 43 Sources: iResearch, period: 2019-2020.05.10 363 400 376 414 408 430 17.9 16.7 16.4 16.3 16.9 17.8 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 0 50 100 150 200 250 300 350 400 450 500 2019 avg. 2020 Jan 2020 Feb2020 Mar2020 Apr 2020 May(till 10th) 2020 E-commerce Apps User Behavior Average DAU Average time spent Unit: Mil Unit: mins Shanghai municipality has started a two-month-long shopping carnival, called May 5 ("Double Five") Shanghai Shopping Festival, to help stimulate consumer spending and reduce the economic impact of the pandemic.
  44. 44. OOH – Oreo used creative subway OOH and testimonials to engage with users and drive EC • Timing: May 18-31, 2020 • Shanghai Metro Xujiahui Station • Oreo teamed up with Jay Chou • 50,000 Oreo biscuits were used to show different CD covers of the artist in the metro station • Further users were invited to scan the QR code that directed them to the TMALL shop where users could recreate their picture with Oreos and Jay Sources: 申通德高STDecaux 44
  45. 45. Cinemas will re-open soon, earlier than expected 45 The news from the Chinese government website on May 8, the documents issued by the State Council mentioned that closed cinemas, entertainment halls and other closed entertainment and recreational venues will be opened by appointment and current limit, and the cinema will resume soon. Sources : 每日经济新闻& FOCUSFILIM
  46. 46. 46 Latest economic outlook
  47. 47. China’s economy is expected to recover faster than other countries 47 The Chinese economy should be the least damaged from the crisis A faster economic recovery in China than in the US and Europe is expected due to 3 reasons:“ ” luxury analyst at investment firm Bernstein, told McKinsey and Business of Fashion in a report on the state of fashion after coronavirus ——Luca Solca 1. Domestic wealth 2. Strong export 3. Government investment
  48. 48. Though Chinese have gotten more prudent, their cumulated wealth, leaves space to drive the domestic retail market 48Sources: McKinsey China median household net worth USD 200,000 US median household net worth USD 104,000 Chinese families are twice as wealthy compared with the US in terms of median household net worth
  49. 49. China keeps expanding its leading global export position 49 Share of world exports 2018 (%) Sources: The global economy, South China morning post China’s trade balance was US$45.34 billion in April, up from US$19.9 billion in March. China’s exports grew by 3.5 per cent in April and imports fell by 14.2 per cent, presenting a mixed picture of the economic recovery China’s export in surprise jump in April as exporters making up for shortfalls in Q1 due to supply constraints
  50. 50. At the same time China raises its fiscal deficit ratio and issues special bonds to stimulate the economy 50 China is on track to sign 70% of 5G smartphone contracts by the end of the year, putting it far ahead of the rest of the world in deploying the next- generation communications standard. At a time when China already has over 50 million 5G handset subscribers, coverage is still spotty in the other 20- plus countries that have begun such service China has new US$ 1.4 trillion plan to accelerate its bid for global leadership in key technologies President Xi Jinping stated China would step up efforts to stimulate the economy by raising the fiscal deficit ratio and selling special government bonds, a day after the G20 pledged to do “whatever it takes” to help protect global growth from the coronavirus pandemic. Sources: South China morning post, Asia Nikkei China pushes forward to have the highest share in the world’s of 5G subscribers
  51. 51. 51 Outlook for key categories
  52. 52. 52 Travel & Tourism
  53. 53. While the tourism industry is gradually recovering, tourists select their destinations carefully Travelers prefer to stay close to home—choosing, for example, to drive or take trains to regional destinations. Flying for leisure trips has recovered more slowly, which is reflected in the top destinations for the Labor Day long weekend. The numbers show a positive trend emerging over the past few weeks. Although the figures are down from last year, the number of holiday trips far exceeded the 43.3 million domestic trips recorded during the three-day Tomb-Sweeping Festival in early April. That’s been seen as a sign that China’s tourism industry, which has been crushed by the coronavirus pandemic, is on its way to recovery. 53Sources: Ministry of Culture and Tourism of PRC, https://www.mckinsey.com/industries/travel-transport-and-logistics/our-insights/the-way-back-what-the-world-can-learn-from-chinas-travel-restart-after-covid-19#
  54. 54. Limited by the limited choice of destinations, travelers during Labor Day decreased significantly The number of travelers for the recent May Labor Day long weekend was down 53 percent from 2019, but that represents a recovery from the April long weekend, when travel was down by 61%. At present, travel is entirely domestic; international borders remain closed. China has imposed a 14-day quarantine for every person coming from overseas. International flights are capped at one a week per airline and country: a more than 90 percent drop in seat capacity from pre-crisis levels. Hotel occupancy and domestic-flight capacity are rising gradually. Sources: Ministry of Culture and Tourism of PRC, https://www.mckinsey.com/industries/travel-transport-and-logistics/our-insights/the-way-back-what-the-world-can-learn-from-chinas-travel-restart-after-covid-19# 54
  55. 55. The early travelers are mainly shown to be young adults and those without families 55 The young and the nonfamily segment are more open to resuming travel in the first wave after the crisis. On Tomb Sweeping Day, the first holiday following the pandemic, 60 percent of the people who booked trips were below the age of 30—a significant increase from 43 percent in the same period last year. Sources: COVID-19 Travel Sentiment Survey, 2020
  56. 56. Campaign SummaryMafengwo hosted live virtual tours during the Labor Day Holiday to boost interest Key Takeaways Result Date: Apr 30 – May 5 Participants: Western Australia, Dubai, Jerusalem, German, New Zealand etc. Estimated Budget: free for the Labor Day Holiday; regularly, 150k RMB – 600k RMB • On May 1st, MFW attracted 3,340,641 viewers • The hottest program is host by Western Australia, which gained 273,320 view. 1. Vertical-led live streaming on multiply platforms. Instead of the top-rated & must-see attractions, KOL host virtual tour of “in-depth travel”, “slow pace“ and “niche attractions” to boost viewers’ tourism interest. 2. Perfect Timing: the labor day holiday is a typically popular tourism season. Having been confined to home residences for three months, travelers in China are much more eager for fresh air and space as well as opportunities to reconnect with themselves and with nature. Co-live Platform Western Australia Dubai Copenhagen Sources: Mafengwo 56
  57. 57. Sanya Atlantis Hotel swayed holiday goers by live streaming 57 Key Takeaways Result Media partnership: Mafengwo KOL: 榛美去&柯基东, over 11 million followers Estimated Budget: 150k RMB – 600k RMB • Impression: 78 million • Click: 200 k • Viewing PV: 90,788 • Viewing UV: 37,706 • Comments: 16,632 1. Engage younger generation through social media to introduce destinations and deals because the younger and the nonfamily consumers are more open to resuming travel in the first wave after the crisis. 2. Before the pandemic, live streaming was only seen as an option to reach Chinese travelers. Now with its immersive and interactive feature, it has become very integral to how Chinese leisure travelers choose their next destinations. For brands and OTA, it is going to be a new normal channel to drive new sales, create new revenue streams. Campaign Summary 1. Warm-up: KOL Wishlist Blog Real-time viewers Real-time comments Click to destination page/POI/official account 2. Launch 3. Post-launch: Live channel Record
  58. 58. 58 F&B
  59. 59. COVID-19 has changed the hospitality industry and new services are becoming the new normal 59 Reshaping of restaurant industry + Dine-in/Take out Xibei: Egg-and- Dairy Food Package Heytea: Pre-package Corn Yogurt Restaurant industry has met great shock during COVID-19 outbreak. Due to quarantine, restaurants faced limitations for dining-in and have developed online channels for distributing semi-finished food and pre-package food. COVID-19-driven services will become long-term consumer habits Modern China Tea: Customized Mini-programs Order Heytea: Intellectual Cabinet for Taking Drink No-touch service has become a new business opportunity. Companies like Heytea using no-touch pick-up desk to service customers and special mini-programs to facilitate contactless ordering process. Sources: 2020 Media Scene, Apr., 2020
  60. 60. 60 Lifestyle and luxury retail
  61. 61. Jewelry brands partner with magazines, using celebrities for cover shooting to ensure brand equity SoFigaro X 宋祖儿(Lareina Song) TIFFANY VogueMe X 李现(Li Xian) CARTIER Marie Claire X 宋妍霏、张新成、周也、章若楠、陈瑶 PANDORA BVLGARI T CHINA X 吴亦凡(Kris Wu) FRED BAZAAR X 范丞丞(Adam Fan) CHAUMET Marie Claire X 刘亦菲(Crystal Liu) BOUCHERON OK! X 王子异(Boogie Wang) QEELIN KINFOLK X 刘诗诗(Liu Shishi) Sources: Meihua Monitor 61
  62. 62. Cloud shopping as trend while brands started stimulating instant consumption via multiple channels in diversified ways to call for action TIFFANY CHOW TAI FOOK APM Opened the official EC store on JD platform on April 25 Cooperated with celebrity to push EC live streaming on JD, which theme is "challenge for love" Opened “Weibo Mini Store" on the social platform Opening WeChat/Red: pop-up e-boutique for 520 Campaign Sources: WeChat Red, JD 62
  63. 63. Campaign Summary Key Takeaways Result • Campaign Period: Apr.1-May.31, 2020 (Grand launch period: Apr.20-Apr.30) • Est. Budget: 32.8 Mil (Mobile-14.3Mil.; Paid Social-6Mil.; OTT-1 Mil.; OOH-9.6 Mil.; Print-1.9Mil.) • Market: Nationwide • Key Platform: • Fully utilize omni-channels, from online to offline, to deliver new product messages to maximize reach • Large number of opening pages on mobile and paid social to drive reach with high impact • Also new format on video apps and big screen like OTT were used • Dominant OOH in CBD and airport for high impact Paid Social • Performance: Mobile average CTR - Photo apps: 2.7%; News & Music apps: 3%; Video apps: 2% ; Lifestyle apps: 3.3% IQiyi OTT - Est. impression: 24,000,000(4 days) Mobile apps (Lifestyle/Music/News/Photo/Video)/OTT Paid Social (WeChat /Douyin) TIFFANY launched T1 with impactful omni- channel campaign and innovative ad formats OOH (CBD/Airport OOH) WeChat Moment Ads One Shot Opening Page/SpotlightOpening Page Douyin Topview 1DPS on May issue & 1 WeChat headline LightBox Print Mobile app OOHOTT West Nanjing RD XinTiandi North Shanxi RD Airport Print Max View Sources: iResearch 63
  64. 64. • MAC cooperated with Arena Of Valor to launch five limited lipsticks based on five male game characters for the second time on Valentine's Day. On April 21, MAC officially started the commercial promotion and used Meiqi Meng for endorsement. • According to Sensor Tower, Arena Of Valor had revenue of more than $156 million in April. Fans of the game had strong stickiness and high consumption power, which was highly coincident with MAC. MAC chose to cooperate with Arena Of Valor at this time, which made use of the remaining warmth after the game craze during the epidemic period and captured the consumption rebound after recovery, attracting game fans and young users. • Due to the massive traffic brought by Arena Of Valor and Meiqi Meng, the cooperation had attracted considerable attention. Related Weibo topic had received 590 million views and 3.95 million discussions. • The monthly sales of limited products in Tmall shop were more than 20,000 64 In cosmetics launches and IP activations are back to attract young audiences Campaign Summary Result Key Takeaways • MAC chose cross-border partners that fit with its brand image to achieve a win-win situation, increased brand exposure, and gave both sides a good reputation • MAC invited traffic stars for endorsement and got very high traffic in a short time, which was conducive to the promotion. • To reach more target users, the brands choose some brands with young users as the primary focus for cooperation, to enhance the brand's influence in the hearts of young consumers for a long time. Digital (Tencent Video+Douyin+Weibo+Baidu), Paid Social (Wechat+Weibo), KOL (Weibo+Red) Based on five male characters of Arena Of Valor, MAC launched five lipsticks and eyeshadows with limited packages. Sources: Tencent Video, Douyin, Weibo, WeChat
  65. 65. Optimistic about holiday shopping, malls organized marketing events or setup pop-up shops 65Sources: Linhuiba (邻汇吧) WeChat Official Account 28% 34% 32% 6% Did you hold any marketing events/pop-up stores during Labor Day Holiday? No, did not hold any Bring in Brands that do not own a store in the mall Yes, we organized our own Both bringing in brands and organizing own events Remark: 157 shopping malls across Shanghai, Hangzhou, Chengdu, Guangzhou, Shenzhen were interviewed • Malls’ self-held events (only on for short-term) include mall’s shopping festival, street market, brands (already in the mall) promotion events, pop-up stores and more; • Events (only on for short-term) by bringing in brands are auto show, real-estate sales booth, clothing sales, pop-up stores and more; • Through series of offline short term events and stores, which usually is with more interactive elements, malls become more appealed to shoppers. • More than 70% of the interviewees claimed that they held marketing events or set up pop-up stores specific for the five-days holiday. Brands are generally confident about offline traffic recovery.
  66. 66. 66 Automotive
  67. 67. After a sharp decline in Q1, China's auto market reports positive YoY growth for the first time since 2018. 67 Unit:000’ • The overall vehicle sales increased by 4.4% year-over-year to 2.07 million, including 1.54 million passenger cars (down 2.6%). • The number of new energy vehicles (NEVs) sold - excluding those from U.S. electric vehicle maker Tesla Inc - fell for the ninth straight month to 72,000 units, 26.5% higher than last month. • As the epidemic control situation continues to improve in China, in addition to a series of government favorable policies, the auto market shows obvious signs of recovery. Sources: China Association Of Automobile Manufacturers (CAAM), China Passenger Car Association (CPCA) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Y2018 2,809 1,718 2,656 2,319 2,288 2,274 1,889 2,103 2,394 2,380 2,548 2,661 Y2019 2,367 1,482 2,520 1,980 1,913 2,056 1,808 1,958 2,271 2,284 2,457 2,658 Y2020 1,927 310 1,430 2,070 - 500 1,000 1,500 2,000 2,500 3,000 Monthly car sales in China
  68. 68. In April financial subsidies were launched to revitalize EV sales 68 • On April 23, the Ministry of Finance issued the notice on improving the financial subsidy policy of EV. The notice stated 6 actions including extend the subsidy period to 2022, improving the fund clearing system, subsidy mode and matching policies, etc. • The notice also pointed out that these improvements are made in order to support the high-quality development of the NEV industry, and promotion and application of NEV, promote the consumption of NEV. • Multiple reasons lead to the policy adjust: The huge impact from COVID-19, great competition pressure from western countries’ powerful subsidy policy, requirement from financial transaction and the need to stimulate the prolonged downturn of economy and automotive market. Sources: China Association of Automobile Manufacturers(CAAM) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Sales 96 53 126 97 104 152 80 85 80 75 95 163 47 13 53 72 0 20 40 60 80 100 120 140 160 180 Monthly EV car sales in China 2019 H2 showed a sharp decline of EV car sales due to the phase-out of financial subsidy.
  69. 69. BYD gained double-digit growth in oil-fueled vehicle sales, but NEV sales continue to show a sharp decline in April • BYD saw a 15.94% YoY decrease in Apr sales, while boasted a month-on-month growth of 3.95% as the market has continually take a favorable turn with the coronavirus ebbing in China. • The overall downturn entirely stemmed from the 45.88% plunge in April NEV sales. It was also the tenth month in a row for the NEV sector to suffer decrease. Oil-fueled vehicle sales in April jumped 36.06% over a year earlier to 18,814 units. • BYD posted a 40.11% plunge compared with the same period a year ago. The main cause of the decrease was the flagging sales offered by the NEV arm. • However, the drop in the year-to-date fuel-burning vehicle sales was shrunk to 0.58%. 69Sources: Gasgoo <http://autonews.gasgoo.com/china_news/70017125.html>
  70. 70. BMW appointed a hot star as new spokesperson to appeal to young audiences and female drivers 70 • BMW China officially announced Jackson Yee, a top male star aged 19, to be the new brand spokesperson, and raised a brand keyword “悦” as a shared nature of brand and Jackson. • Among the enormous fans owned by Jackson, 90.67% of them aged 18-24, and 91.36% of them are female. This cooperation can help BWM to reach younger groups who have growing purchase power and influence female decision-makers. • Under the context of post-corona period, brand also released “A Letter to 2020” to express kind wish to the future days in 2020. Sources: BMW brand site and official account; AIMAN data.
  71. 71. Tire brands are trying live streaming for branding and sales activations 71 Continental held live stream on JD to directly drive sales and educating consumer. Giti leverage live stream to educate consumers about product benefits, adding lucky draw and discount as incentives. Sources: JD & Giti Weibo
  72. 72. 72 Healthcare
  73. 73. Tier-3 hospitals Tier-2 hospitals Tier-1 hospitals Even as healthcare institutions are recovering, patient volumes keep on shifting towards online solutions 73 • As the COVID-19 epidemic abates, the patient flow may continue to shift towards • mid-and-lower-tier hospitals • online platforms(internet hospitals and online pharmacies) • Online retail pharmacies. • China Hierarchical medical service system starts to produce a marked effect • Online medical service provides more opportunities Hierarchical medical service system Sources: McKinsey& Company report ‘How COVID-19 changes the game for biopharma in China’ • As the COVID-19 epidemic abates, the patient flow may continue to shift towards • mid-and-lower-tier hospitals • online platforms internet hospitals and online pharmacies) • Online retail pharmacies. • China Hierarchical medical service system starts to see a substaintial effect • Online medical service provides more opportunities
  74. 74. Multiple digital-supply-chain opportunities have evolved during the epidemic 74 4 types of digital-based healthcare provider evolves in the COVID-19 outbreak Physical hospital develop online platform Internet institution reach out to hospitals/experts to establish platform Online hospital Online healthcare vendor Online consultation platform Online drugstore retail platform 17 X More visits via NHC hospitals’ online channel 10 X online prescription volume Sources: Vcbeat.top & VCBeat Reaearch .com report ‘ Internet hospital policy research report’ McKinsey& Company report ‘How COVID-19 changes the game for biopharma in China’
  75. 75. 75 At the same time Traditional Chinese Medicine (TCM) interest has increased rapidly, having shown a clear role in treating COVID-19 TCM COVID-19 crisis breakout Search index of TCM The general office of the National Health Commission appealed all relevant medical institutions in China to adopt traditional Chinese medicine in COVID-19 treatment, integrate TCM and Western medicine into the treatment, and establish a joint consultation system of TCM and Western medicine. As of 0:00 on February 5, four pilot provinces used Qingfei Paidu Decoction(one of TCM) to treat 214 confirmed cases, three days as a course of treatment, with a total effective rate of more than 90%, of which more than 60% of the patients' symptoms and imaging performance improved significantly, 30% of the patients' symptoms were stable and no aggravation Sources: http://www.nhc.gov.cn/zyjks/zcwj2/201906/a61c242fb57d42aa97388d7ca42286b3.shtml Baidu search index In the beginning three months of COVID-19 crisis, the search index of TCM rose rapidly
  76. 76. 76 Advertising market updates
  77. 77. Due to COVID-19 the market ad spend declined significantly Month by month comparison 51,866 45,584 30,401 10,000 20,000 30,000 40,000 50,000 60,000 2018 Mar 2019 Mar 2020 Mar - 33% YTD vs YTD comparison 156,175 135,416 97,814 50,000 80,000 110,000 140,000 170,000 200,000 YTD 2018 YTD 2019 YTD 2020 - 28% Source: ADP (TV, Radio, Newspaper, Magazine, Cinema), CODC (OOH), Iresearch (Digital – PC & Mobile) 2018-2020 Note: excluding media spending on social and search; discounts are estimated based on Havas methodology 77 • In Mar 2020, the total actual* Ad market in China achieved RMB 30 billion; compared with last Mar, the total category spending decreased by 33%. Comparing to Mar 2018, investment also decreased. • YTD Mar 2020, the total actual* Ad market in China achieved RMB 97 billion; compared with same period last year, the total category spending decreased by 28%. • The main reasons behind decrease are COVID-19 outbreak and economic environment.
  78. 78. YTD TV, outdoor and Digital spending are led by pharma and education companies Source: ADP (TV, Radio, Newspaper, Magazine, Cinema), CODC (OOH), Iresearch (Digital – PC & Mobile) 2018-2020 Note: excluding media spending on social and search; discounts are estimated based on Havas methodology 78 • YTD Mar 2020 top one spender in TV is EPANGGONG PHARMACEUTICAL, top one spender in Outdoor is YUANLI EDUCATION, top one spender in Digital is P&G CHINA. • The top 10 spenders in TV , Outdoor and Digital are mostly from FMCG, pharmaceuticals and food industries. 0 500 1,000 FIRMUS DAIRY MARS YILI MENGNIU P&G CHINA JUNLEBAO XIFENG MEDICINE GUANGZHOU PHARMACEUTICAL KANGCHAO DRUG EPANGGONG PHARMACEUTICAL Top Spender in TV Million RMB 0 500 1,000 7LK LUCKIN COFFEE BUBUGAO MILKGROUND HUAPIN BORUI NETWORK JUNLEBAO CONBA CESTBON XIBEI RESTAURANT YUANLI EDUCATION Top Spender in Outdoor Million RMB 0 500 1,000 MARS EVERGRANDE SAIC GM XUNMENG LOREAL KUAISHOU UNILEVER BAYER JD GROUP P&G CHINA Top Spender in Digital Million RMB
  79. 79. Market spend trend varies strongly by category, most categories report a sharp decrease -14.4% -15.3% -36.9% -11.1% -3.3% -8.2% 2.4% -47.6% 32.8% -35.8% 12.7% -1.7% -11.4% -9.8% -28.2% -60.0% -50.0% -40.0% -30.0% -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0% Source: ADP (TV, Radio, Newspaper, Magazine, Cinema), CODC (OOH), Iresearch (Digital – PC & Mobile) 2018-2020 Note: excluding media spending on social and search; discounts are estimated based on Havas methodology 79 • Compared with same period (Jan.- Mar.) last year, “Personal Items”, “Consumer Electronics” and “IT Product & Service” experienced 2- digital growth rate in media investment while most other categories cut their spending, such as “Leisure”, “Household”, “Clothing” and “Transportation, Logistics & Auto”.
  80. 80. iQIYI launched new OTT format spotlight with 3D effect 80 In March iQIYI launched spotlight ads as an innovative ad format that allows users to have a naked-eye effect for 3D while watching. An exclusive page with an innovative floating layer makes the brand get the full display. Currently, spotlight ads can support only 15 seconds of spots. What is worthy of mentioning is that spotlight ad are visible to VIP subscribers. Sources: iQIYI
  81. 81. ByteDance launched store format with innovative promotion types 81 ByteDance store: User Interface on Douyin • Encourage KOLs to promote products via commission • Content + fans marketing: seeding & conversion • Using oCPM method • News feeds • User-centered tool • Merchants can use own ByteDance account to promote (Douyin, Volcano, Toutiao, Xigua) • Branding via owned content: video + live stream • Attract brand fans through owned content Programmatic platform — Luban Owned content promotionKOL promotion Purchase button Video Adding to shopping cart Three promotion models • Brands should go with a holistic approach within the ByteDance ecosystem to maximize traffic (e.g. Toutiao, Douyin, Huoshan and Xigua). • The purchase link in the video can shorten the CDJ and build direct link between video content and sales. • User experience will be key and high quality content will drive sales. • Clothes, makeup, food, beverage and FMCG will earn increasing popularity are predicted to be the key categories. Sources: ByteDance
  82. 82. 82 POV / Recommendations
  83. 83. 83 1. Adapt your road map to recoup business on the latest positive consumer and competitive uplifts a) Many categories show positive developments over the last couple of weeks. This also attracts competition, with more intensity and unexpected tactics. Also more international brands focus on recouping business and shifting investing to China. b) Retail footfall has slowly grown back to around 80% in many categories, which means you still need to uplift with EC and online sales activations. However it has become more difficult as many brands have followed this path, more differentiation is needed.
  84. 84. 84 2. Continue to focus on products and messages that enable to enjoy daily life a) Consumers still are concerned about global developments, economic crises, 2nd waves. b) Small scale enjoyment in daily life still see highest spend: indulgence food & beverage, OOH activities, domestic travel, home decoration, sports and accessible priced apparel. c) Solutions for barriers of longer term concern, like financial insecurity, education and health shown effective. d) Still keep away from relating your message to the epidemic in any way, as this is not appreciated.
  85. 85. 85 3. Create more consistency in activations to drive synergy and brand pull effect a) When increasing the number of activations and tactical campaigns including live streaming, EC and social commerce activities, consistency is key. It creates efficiency which is important as cost of acquisition in China keep on increasing, even after this virus period. b) Also it is important to create brand consistency, relating to your overarching brand message. You can not base your long term recoup on activations only. Sales support by a full program of tactical campaigns without brand pull effect is inefficient over time. You need to maintain additional brand pull effect for a long post period to come.
  86. 86. 86 4. More opportunities than before to resonate on collective benefits a) Support of local economy, domestic production and communities get more sympathy. b) We see that national pride resonance in your messaging continues being appreciated, especially by younger audiences.
  87. 87. 87 5. Get your media strategy ready for the post-outbreak period soon to come a) Keep using new digital formats (like short video, live streaming, social commerce) and new platforms that have risen during the outbreak, they have been proven more meaningful media b) Try the new formats of booming digital media. Forerunners presence pays off. c) For outdoor, smaller formats in commuting routes, residential areas, and elevator areas, especially in CBDs keep on being effected, but inventories are low as more brands discovered these formats being effective. Soon Cinema will reopen and inventory becomes available. d) Ensure locking in premium media resources. Give your media agency some bandwidth and leeway beyond standard formats and requirements to reserve and book premium resources on your behalf, as speed to market delivers impact. e) IP cooperation development is in full swing. Evaluate on a regular basis with your client service- and media planning team the new formats in the pipelines. Additional notes: It is estimated that TV, online video, short video, news app’s usage and stickiness will greatly increase. So far, the Chinese national and top media have opened “Fight Against Coronavirus” column to rolling update the real-time epidemic status from Jan 20,2020. Which almost fully catch the Chinese audience’s attention.
  88. 88. MOBILE DATA STRATEGY VIDEO & AUDIO NATIONAL/LOCAL PUBLISHING NATIONAL/LOCAL OUTDOOR SPONSORSHIPS SPORTS MARKETING BRANDED CONTENT EXPERIENTIAL MARKETING SOCIAL MEDIA CREATIVE STRATEGY CRM SEARCH INNOVATION GEO-LOCATION PERFORMANCE MEDIA MUSIC GAMING ENTERTAINMENT INTEGRATIONS Recouping business and brand growth in China need a fully integrated approach with high speed to market. Within Havas Village we can efficiently mobilize the team you need tomorrow. 88 E-COMMERCE
  89. 89. SHANGHAI 11/F Novel Building 887 Huaihai Zhong Road Shanghai 200020 +86 21 3397 8666 GUANGZHOU Room 07, 16/F CTF Finance Centre, No 6 Zhujiang Road East, Tianhe District Guangzhou 510130 +86 20 3877 3282 BEIJING 1006, 10th Floor, China Youth Plaza, 19 Dongsanhuan North Road, Chaoyang District, Beijing 100020 +86 10 5923 2791

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Vol.6: An update from Havas Group China on media behavior and consumption during the COVID-19 global pandemic.

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