SlideShare a Scribd company logo
Chinese New Year
Reaches Mobile
Tipping Point
February 2016
Summary
The Chinese New Year festival is an ancient one where long-practiced traditions and customs are still seen today. However, even
ages-old traditions are not immune to the influence of technology. In recent years, it’s become clear that many elements of the
Chinese New Year experience are being radically transformed by mobile apps. It was not too long ago when Chinese New Year’s Eve
meant getting the family together by the dinner table to watch television. Now you are more likely to catch your parents staring at
their smartphones.
Using App Annie’s Store Stats, we showcase how Chinese New Year has become a significant opportunity for mobile app publishers,
and how a few of the most impactful developments in the app economy have fundamentally changed this holiday in critical areas
such as transportation and payment.
The Battle for a
Ticket Home
The Chinese New Year period sees roughly
400 million people hitting the road. Thankfully,
the emergence of mobile apps has made
planned and on-demand transportation more
convenient than ever.
Spike on December
1, 2015
Spike on December 1,
2015
China’s Ministry of Transportation predicted that an average traveler would make a 410-kilometer, or 255-mile journey to get home this year. The railway
system, which was expected to transport 332 million people during the holiday in 2016, remained the top choice for most travelers.
铁路 12306 (Tielu 12306), the train ticket purchasing app developed by China Railway Corporation, released the first batch of Chinese New Year tickets
60 days in advance. According to Store Stats, this resulted in a noticeable spike in iOS download rankings for a few travel apps (including 铁路 12306 and
铁友, all pictured below) at the beginning of December 2015, corresponding to the start of ticket sales.
The World’s Largest Human Migration is Now Being Aided by Mobile
5
With transportation demand vastly outstripping supply, app developers in China came
up with mobile solutions to help travelers improve their odds of booking a ride home. A
few apps featured a “grab a seat (抢票)” function in various forms, which allowed for
automatic train ticket purchases.
For instance, 铁友 (Tieyou), the popular app specializing in train tickets owned by Ctrip,
offers a function (云抢票, or “grab a ticket in the cloud”) that instructed its own servers
to consistently make ticket purchase requests on behalf of its users, thereby greatly
increasing the user’s chance of obtaining a ticket. With other apps also incorporating
this feature, travelers can now rest easy instead of stressing about getting that priceless
ticket home.
It is also worth noting that even if the app fails to find a ticket, a refund is automatically
granted. These types of advancements in transportation app features greatly improve
the user experience and benefit the public. As a result, transportation apps will continue
to attract increasing numbers of travelers to adopt them for periods of heavy
congestion such as Chinese New Year.
Mobile Users Gain an Edge
WeChat and Alipay
Go Head to Head in
the Battle for Users
To understand how modern Chinese consumers
are incorporating apps into their family holidays,
look no further than WeChat’s highly successful
red packet scheme. Only this year, Alipay
doubles down on its quest to go social.
420 Million People Sent Out and Received 8.08 Billion
WeChat Red Packets
The tradition of handing out “red packets,” or envelopes of cash to family and friends, has
successfully migrated to mobile as well. WeChat took full advantage of its WeChat Pay
feature by allowing users to deliver “red packets” to either one or a group of friends. Users
could even set up how many friends get to share one packet, with each friend being
assigned a random share of the total amount of money. Now that each packet has become
a test of both speed and luck, it is no wonder that smartphones grabbed all the attention
during Chinese New Year.
According to estimates, 420 million people sent out and received 8.08 billion WeChat Red
Packets in total on Chinese New Year’s Eve alone — a more than eight-fold increase from
last year —  speaking volumes of WeChat’s domination in China. Its “red packet” feature
was a great promotional opportunity for WeChat Pay against its major competitor Alipay.
Alipay, a competitor of WeChat Pay in mobile payment, is also in the business of red
packets. However, Alibaba, the industry giant behind Alipay, decided to up the ante this
year by partnering up with the CCTV New Year’s Gala, which is widely considered the
most important live television program in China. According to official figures, the Gala
was watched by more than 1.03 billion people in 2016.
Once per hour during the five-hour gala, the audience was reminded by the hosts to try
their luck at collecting five different “fortune cards” using Alipay. Each person who
secures a complete collection of five cards is allowed to share a total cash award of RMB
215 million (USD $33 million) with more than 791,000 people.
The campaign was designed to encourage people to trade different cards with friends
using Alipay’s social features. It demonstrated Alipay’s ambition to dig deeper into the
social connections behind each individual user, which could one day help the app expand
into a full-fledged social platform.
Alipay Goes After WeChat in Its Quest to Go Social
9
Alipay topped the iOS download ranking in China
until the day after Chinese New Year
Alipay’s massive on-air campaign helped the app to stay
in the top three in iOS downloads in China until days
after Chinese New Year. The app was able to establish
itself during the holiday, proving that it could compete
strongly with WeChat’s red packets scheme.
As competition in China’s mobile payment industry
intensifies, it will be interesting to see whether Alipay’s
users will pick up its much-advertised social features in
the months to come.
Alipay Looks to Expand From Mobile Payment
Conclusion
People have adopted mobile apps in almost every element of Chinese New Year, from the way they get around, to how they communicate with
each other. The holiday has also became a prominent battleground for high-profile app publishers such as Tencent and Alibaba.
WeChat again proved itself as a platform one simply cannot ignore, while Alipay is not satisfied with only dominating the mobile payment industry.
Both parties are zooming in on each other’s core functions, with Tencent highlighting WeChat Pay and Alibaba offering Alipay users incentives to
engage with more friends on its platform.
As China is on track to overtake the United States in mobile app revenue in 2016, it’s more important than ever for app publishers to understand
what Chinese New Year means for their business.
Notes
● Historical iOS daily ranking data for 铁路 12306, 铁友, and Alipay in China are retrieved through App Annie’s app tracker solution, Store Stats.
● Certain trademarks and/or images used in this report may belong to third parties and are the property of their respective owners. App Annie claims no rights to such
trademarks or images.
About App Annie
App Annie delivers the most trusted app data and insights for your business to succeed in the app economy globally. App Annie is used by more than 1
million apps to track their performance, and now has over 500,000 registered members — including 94 of the top 100 publishers. The company is
headquartered in San Francisco with 425 employees across 15 global offices. App Annie has raised $157 million in financing to date from investors such
as e.Ventures, Greenspring Associates, Greycroft Partners, IDG Capital Partners, Institutional Venture Partners and Sequoia Capital.
For more information, please visit http://www.appannie.com/, check out our blog, and follow us on Twitter (@AppAnnie). To find out more about our
specific products, tour our App Store Analytics, Store Stats and App Annie Intelligence products. For the most current monthly rankings of apps and
publishers, check out the App Annie Index.
Create your free App Annie account to get access to historical
ranks and reviews at www.appannie.com

More Related Content

What's hot

Top Tech & Digital Trends 2016
Top Tech & Digital Trends 2016Top Tech & Digital Trends 2016
Top Tech & Digital Trends 2016
IQUII
 
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the TrendThe 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
360i
 
How CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App StrategyHow CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App Strategy
Koombea
 
TrustUX: balancing personalisation and privacy to create understanding and tr...
TrustUX: balancing personalisation and privacy to create understanding and tr...TrustUX: balancing personalisation and privacy to create understanding and tr...
TrustUX: balancing personalisation and privacy to create understanding and tr...
Ann Wuyts
 
10 trends reshaping digital
10 trends reshaping digital10 trends reshaping digital
10 trends reshaping digital
Nils Mork-Ulnes
 
2018 Marketing Trends Book
2018 Marketing Trends Book 2018 Marketing Trends Book
2018 Marketing Trends Book
Jeffrey Evans
 
KPCB 2015 Internet Trends Report - Simplified & Designed.
KPCB 2015 Internet Trends Report - Simplified & Designed.KPCB 2015 Internet Trends Report - Simplified & Designed.
KPCB 2015 Internet Trends Report - Simplified & Designed.
Stinson
 
Why Mobile Social Media Matters - Statistics, Trends, Technologies
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesWhy Mobile Social Media Matters - Statistics, Trends, Technologies
Why Mobile Social Media Matters - Statistics, Trends, Technologies
David Berkowitz
 
ConsumerLab: 10 hot consumer trends 2017 - presentation
ConsumerLab: 10 hot consumer trends 2017 - presentationConsumerLab: 10 hot consumer trends 2017 - presentation
ConsumerLab: 10 hot consumer trends 2017 - presentation
Ericsson
 
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital 12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
Beyond
 
App day 2014 - App drivers, The changing shape of advertising within the app...
App day 2014 -  App drivers, The changing shape of advertising within the app...App day 2014 -  App drivers, The changing shape of advertising within the app...
App day 2014 - App drivers, The changing shape of advertising within the app...
Fjord
 
Apps as a Marketing Tool
Apps as a Marketing ToolApps as a Marketing Tool
Apps as a Marketing Tool
Werkshop Marketing
 
Maximising Brand Reputation Online
Maximising Brand Reputation Online Maximising Brand Reputation Online
Maximising Brand Reputation Online
Nils Mork-Ulnes
 
The Gadget Flow at Open Coffee Athens
The Gadget Flow at Open Coffee AthensThe Gadget Flow at Open Coffee Athens
The Gadget Flow at Open Coffee Athens
Open Coffee Greece
 
Brand as Publishers
Brand as Publishers Brand as Publishers
Brand as Publishers
Beyond
 
Thriving on digital trends 2017
Thriving on digital trends 2017Thriving on digital trends 2017
Thriving on digital trends 2017
KAN
 
Digital Economy
Digital EconomyDigital Economy
Digital Economy
Tiffany St James
 
UX for connected cars
UX for connected carsUX for connected cars
UX for connected cars
Plan
 
The best of mobile marketing 2015
The best of mobile marketing 2015The best of mobile marketing 2015
The best of mobile marketing 2015
Monika Mikowska
 
Mobile: State of the Industry
Mobile: State of the IndustryMobile: State of the Industry
Mobile: State of the Industry
GGV Capital
 

What's hot (20)

Top Tech & Digital Trends 2016
Top Tech & Digital Trends 2016Top Tech & Digital Trends 2016
Top Tech & Digital Trends 2016
 
The 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the TrendThe 2016 CES Report: The Trend Behind the Trend
The 2016 CES Report: The Trend Behind the Trend
 
How CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App StrategyHow CMOs Can Build a Mobile App Strategy
How CMOs Can Build a Mobile App Strategy
 
TrustUX: balancing personalisation and privacy to create understanding and tr...
TrustUX: balancing personalisation and privacy to create understanding and tr...TrustUX: balancing personalisation and privacy to create understanding and tr...
TrustUX: balancing personalisation and privacy to create understanding and tr...
 
10 trends reshaping digital
10 trends reshaping digital10 trends reshaping digital
10 trends reshaping digital
 
2018 Marketing Trends Book
2018 Marketing Trends Book 2018 Marketing Trends Book
2018 Marketing Trends Book
 
KPCB 2015 Internet Trends Report - Simplified & Designed.
KPCB 2015 Internet Trends Report - Simplified & Designed.KPCB 2015 Internet Trends Report - Simplified & Designed.
KPCB 2015 Internet Trends Report - Simplified & Designed.
 
Why Mobile Social Media Matters - Statistics, Trends, Technologies
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesWhy Mobile Social Media Matters - Statistics, Trends, Technologies
Why Mobile Social Media Matters - Statistics, Trends, Technologies
 
ConsumerLab: 10 hot consumer trends 2017 - presentation
ConsumerLab: 10 hot consumer trends 2017 - presentationConsumerLab: 10 hot consumer trends 2017 - presentation
ConsumerLab: 10 hot consumer trends 2017 - presentation
 
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital 12 Trends for 2015: What Marketers Should Be Thinking About in Digital
12 Trends for 2015: What Marketers Should Be Thinking About in Digital
 
App day 2014 - App drivers, The changing shape of advertising within the app...
App day 2014 -  App drivers, The changing shape of advertising within the app...App day 2014 -  App drivers, The changing shape of advertising within the app...
App day 2014 - App drivers, The changing shape of advertising within the app...
 
Apps as a Marketing Tool
Apps as a Marketing ToolApps as a Marketing Tool
Apps as a Marketing Tool
 
Maximising Brand Reputation Online
Maximising Brand Reputation Online Maximising Brand Reputation Online
Maximising Brand Reputation Online
 
The Gadget Flow at Open Coffee Athens
The Gadget Flow at Open Coffee AthensThe Gadget Flow at Open Coffee Athens
The Gadget Flow at Open Coffee Athens
 
Brand as Publishers
Brand as Publishers Brand as Publishers
Brand as Publishers
 
Thriving on digital trends 2017
Thriving on digital trends 2017Thriving on digital trends 2017
Thriving on digital trends 2017
 
Digital Economy
Digital EconomyDigital Economy
Digital Economy
 
UX for connected cars
UX for connected carsUX for connected cars
UX for connected cars
 
The best of mobile marketing 2015
The best of mobile marketing 2015The best of mobile marketing 2015
The best of mobile marketing 2015
 
Mobile: State of the Industry
Mobile: State of the IndustryMobile: State of the Industry
Mobile: State of the Industry
 

Viewers also liked

Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World CongressY&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
Young & Rubicam
 
8 Ways to Personalize Your App (in Under 30 Minutes)
8 Ways to Personalize Your App (in Under 30 Minutes)8 Ways to Personalize Your App (in Under 30 Minutes)
8 Ways to Personalize Your App (in Under 30 Minutes)
Localytics
 
Top 10 Trends at MWC16
Top 10 Trends at MWC16Top 10 Trends at MWC16
Top 10 Trends at MWC16
DMI
 
How Instagram Onboards New Users
How Instagram Onboards New UsersHow Instagram Onboards New Users
How Instagram Onboards New Users
Geoffrey Dorne
 
AUDIENCE - 4 Keys to the Future of Mobile Video
AUDIENCE - 4 Keys to the Future of Mobile Video AUDIENCE - 4 Keys to the Future of Mobile Video
AUDIENCE - 4 Keys to the Future of Mobile Video
Liam Boogar-Azoulay
 
How Apple Music Onboards New Users
How Apple Music Onboards New UsersHow Apple Music Onboards New Users
How Apple Music Onboards New Users
Geoffrey Dorne
 
M Dot Extinction: The Next Evolution of Mobile Web
M Dot Extinction: The Next Evolution of Mobile WebM Dot Extinction: The Next Evolution of Mobile Web
M Dot Extinction: The Next Evolution of Mobile Web
Mobify
 
The Next Horizon of Emerging App Markets
The Next Horizon of Emerging App MarketsThe Next Horizon of Emerging App Markets
The Next Horizon of Emerging App Markets
App Annie
 
The future of mobile apps
The future of mobile appsThe future of mobile apps
The future of mobile apps
Monika Mikowska
 
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's CampaignsGo Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Litmus
 
2015 US Global Mobile Consumer Survey
2015 US Global Mobile Consumer Survey2015 US Global Mobile Consumer Survey
2015 US Global Mobile Consumer Survey
Deloitte United States
 
iOS Scroll Performance
iOS Scroll PerformanceiOS Scroll Performance
iOS Scroll Performance
Kyle Sherman
 
UX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and ArchivesUX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and Archives
Ned Potter
 
Campus #culturecode
Campus #culturecodeCampus #culturecode
Campus #culturecode
Different Spin
 
Supply Chain Insights' Infographic Summary 2012-2015
Supply Chain Insights' Infographic Summary 2012-2015 Supply Chain Insights' Infographic Summary 2012-2015
Supply Chain Insights' Infographic Summary 2012-2015
Lora Cecere
 
The Lean Startup Model for Healthcare
The Lean Startup Model for HealthcareThe Lean Startup Model for Healthcare
The Lean Startup Model for Healthcare
Hugh MASON
 
Social Media In Healthcare: Coming of Age
Social Media In Healthcare: Coming of AgeSocial Media In Healthcare: Coming of Age
Social Media In Healthcare: Coming of Age
Lee Aase
 
Wearable Tech - Trends for 2016
Wearable Tech - Trends for 2016Wearable Tech - Trends for 2016
Wearable Tech - Trends for 2016
Scott Eggertsen
 
From Customer Insights to Action
From Customer Insights to ActionFrom Customer Insights to Action
From Customer Insights to Action
Capgemini
 

Viewers also liked (19)

Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World CongressY&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
Y&R Global CEO David Sable on Mobile Disruption at 2016 Mobile World Congress
 
8 Ways to Personalize Your App (in Under 30 Minutes)
8 Ways to Personalize Your App (in Under 30 Minutes)8 Ways to Personalize Your App (in Under 30 Minutes)
8 Ways to Personalize Your App (in Under 30 Minutes)
 
Top 10 Trends at MWC16
Top 10 Trends at MWC16Top 10 Trends at MWC16
Top 10 Trends at MWC16
 
How Instagram Onboards New Users
How Instagram Onboards New UsersHow Instagram Onboards New Users
How Instagram Onboards New Users
 
AUDIENCE - 4 Keys to the Future of Mobile Video
AUDIENCE - 4 Keys to the Future of Mobile Video AUDIENCE - 4 Keys to the Future of Mobile Video
AUDIENCE - 4 Keys to the Future of Mobile Video
 
How Apple Music Onboards New Users
How Apple Music Onboards New UsersHow Apple Music Onboards New Users
How Apple Music Onboards New Users
 
M Dot Extinction: The Next Evolution of Mobile Web
M Dot Extinction: The Next Evolution of Mobile WebM Dot Extinction: The Next Evolution of Mobile Web
M Dot Extinction: The Next Evolution of Mobile Web
 
The Next Horizon of Emerging App Markets
The Next Horizon of Emerging App MarketsThe Next Horizon of Emerging App Markets
The Next Horizon of Emerging App Markets
 
The future of mobile apps
The future of mobile appsThe future of mobile apps
The future of mobile apps
 
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's CampaignsGo Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
 
2015 US Global Mobile Consumer Survey
2015 US Global Mobile Consumer Survey2015 US Global Mobile Consumer Survey
2015 US Global Mobile Consumer Survey
 
iOS Scroll Performance
iOS Scroll PerformanceiOS Scroll Performance
iOS Scroll Performance
 
UX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and ArchivesUX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and Archives
 
Campus #culturecode
Campus #culturecodeCampus #culturecode
Campus #culturecode
 
Supply Chain Insights' Infographic Summary 2012-2015
Supply Chain Insights' Infographic Summary 2012-2015 Supply Chain Insights' Infographic Summary 2012-2015
Supply Chain Insights' Infographic Summary 2012-2015
 
The Lean Startup Model for Healthcare
The Lean Startup Model for HealthcareThe Lean Startup Model for Healthcare
The Lean Startup Model for Healthcare
 
Social Media In Healthcare: Coming of Age
Social Media In Healthcare: Coming of AgeSocial Media In Healthcare: Coming of Age
Social Media In Healthcare: Coming of Age
 
Wearable Tech - Trends for 2016
Wearable Tech - Trends for 2016Wearable Tech - Trends for 2016
Wearable Tech - Trends for 2016
 
From Customer Insights to Action
From Customer Insights to ActionFrom Customer Insights to Action
From Customer Insights to Action
 

Similar to Chinese New Year Reaches Mobile Tipping Point

Sentinel Report - Q2 2015
Sentinel Report - Q2 2015Sentinel Report - Q2 2015
Sentinel Report - Q2 2015
Globant
 
11 most popular apps in 2021
11 most popular apps in 202111 most popular apps in 2021
11 most popular apps in 2021
SnehaDas60
 
GGV Capital: Mobile Commerce Overview
GGV Capital: Mobile Commerce OverviewGGV Capital: Mobile Commerce Overview
GGV Capital: Mobile Commerce Overview
GGV Capital
 
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
GLG (Gerson Lehrman Group)
 
ZenithOptimedia - Mobile Wallets in China
ZenithOptimedia - Mobile Wallets in ChinaZenithOptimedia - Mobile Wallets in China
ZenithOptimedia - Mobile Wallets in China
ZenithOptimediaChina
 
The Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile MessengersThe Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile Messengers
Jon Chin
 
Mobile Wallets In China: What You Need To Know
Mobile Wallets In China: What You Need To Know Mobile Wallets In China: What You Need To Know
Mobile Wallets In China: What You Need To Know
Mark Opao
 
2017 year in review: MOBILE
2017 year in review: MOBILE2017 year in review: MOBILE
2017 year in review: MOBILE
Monika Mikowska
 
The ultimate marketers_guide_to_china_2
The ultimate marketers_guide_to_china_2The ultimate marketers_guide_to_china_2
The ultimate marketers_guide_to_china_2
Megumi Tsukada
 
Digital&social trendschina2014 dl_bi_en
Digital&social trendschina2014 dl_bi_enDigital&social trendschina2014 dl_bi_en
Digital&social trendschina2014 dl_bi_en
DigitasLBi_China
 
Digital & Social Trends in China 2014
Digital & Social Trends in China 2014Digital & Social Trends in China 2014
Digital & Social Trends in China 2014
Hannah Nystrand
 
What's Next: Global Social Media Landscape
What's Next: Global Social Media LandscapeWhat's Next: Global Social Media Landscape
What's Next: Global Social Media Landscape
Ogilvy Consulting
 
Report 2016 retrospective_en
Report 2016 retrospective_enReport 2016 retrospective_en
Report 2016 retrospective_en
Александр Якубович
 
Top 5 ongoing digital consumers trends of 2018
Top 5 ongoing digital consumers trends of 2018Top 5 ongoing digital consumers trends of 2018
Top 5 ongoing digital consumers trends of 2018
Sphinx Solution
 
Mobile trends to transform your business in 2015
Mobile trends to transform your business in 2015Mobile trends to transform your business in 2015
Mobile trends to transform your business in 2015
Self-employed
 
APAC Digital Trends - February 2015
APAC Digital Trends - February 2015APAC Digital Trends - February 2015
APAC Digital Trends - February 2015
Wunderman Asia-Pacific
 
Payment Week - Andrew Barnes, Managing Director___Prepaid
Payment Week - Andrew Barnes, Managing Director___PrepaidPayment Week - Andrew Barnes, Managing Director___Prepaid
Payment Week - Andrew Barnes, Managing Director___Prepaid
Andrew Barnes
 
The Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile MessengersThe Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile Messengers
MSL
 
Venmo_Live_Case_2016 copy
Venmo_Live_Case_2016 copyVenmo_Live_Case_2016 copy
Venmo_Live_Case_2016 copy
tlc44
 
FT Partners Research - The Race to the Super App.pdf
FT Partners Research - The Race to the Super App.pdfFT Partners Research - The Race to the Super App.pdf
FT Partners Research - The Race to the Super App.pdf
AbhishekGambhir7
 

Similar to Chinese New Year Reaches Mobile Tipping Point (20)

Sentinel Report - Q2 2015
Sentinel Report - Q2 2015Sentinel Report - Q2 2015
Sentinel Report - Q2 2015
 
11 most popular apps in 2021
11 most popular apps in 202111 most popular apps in 2021
11 most popular apps in 2021
 
GGV Capital: Mobile Commerce Overview
GGV Capital: Mobile Commerce OverviewGGV Capital: Mobile Commerce Overview
GGV Capital: Mobile Commerce Overview
 
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
An Advertiser’s Overview of China’s Digital Marketing & E-commerce Landscape:...
 
ZenithOptimedia - Mobile Wallets in China
ZenithOptimedia - Mobile Wallets in ChinaZenithOptimedia - Mobile Wallets in China
ZenithOptimedia - Mobile Wallets in China
 
The Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile MessengersThe Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile Messengers
 
Mobile Wallets In China: What You Need To Know
Mobile Wallets In China: What You Need To Know Mobile Wallets In China: What You Need To Know
Mobile Wallets In China: What You Need To Know
 
2017 year in review: MOBILE
2017 year in review: MOBILE2017 year in review: MOBILE
2017 year in review: MOBILE
 
The ultimate marketers_guide_to_china_2
The ultimate marketers_guide_to_china_2The ultimate marketers_guide_to_china_2
The ultimate marketers_guide_to_china_2
 
Digital&social trendschina2014 dl_bi_en
Digital&social trendschina2014 dl_bi_enDigital&social trendschina2014 dl_bi_en
Digital&social trendschina2014 dl_bi_en
 
Digital & Social Trends in China 2014
Digital & Social Trends in China 2014Digital & Social Trends in China 2014
Digital & Social Trends in China 2014
 
What's Next: Global Social Media Landscape
What's Next: Global Social Media LandscapeWhat's Next: Global Social Media Landscape
What's Next: Global Social Media Landscape
 
Report 2016 retrospective_en
Report 2016 retrospective_enReport 2016 retrospective_en
Report 2016 retrospective_en
 
Top 5 ongoing digital consumers trends of 2018
Top 5 ongoing digital consumers trends of 2018Top 5 ongoing digital consumers trends of 2018
Top 5 ongoing digital consumers trends of 2018
 
Mobile trends to transform your business in 2015
Mobile trends to transform your business in 2015Mobile trends to transform your business in 2015
Mobile trends to transform your business in 2015
 
APAC Digital Trends - February 2015
APAC Digital Trends - February 2015APAC Digital Trends - February 2015
APAC Digital Trends - February 2015
 
Payment Week - Andrew Barnes, Managing Director___Prepaid
Payment Week - Andrew Barnes, Managing Director___PrepaidPayment Week - Andrew Barnes, Managing Director___Prepaid
Payment Week - Andrew Barnes, Managing Director___Prepaid
 
The Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile MessengersThe Rise of Asia's Mobile Messengers
The Rise of Asia's Mobile Messengers
 
Venmo_Live_Case_2016 copy
Venmo_Live_Case_2016 copyVenmo_Live_Case_2016 copy
Venmo_Live_Case_2016 copy
 
FT Partners Research - The Race to the Super App.pdf
FT Partners Research - The Race to the Super App.pdfFT Partners Research - The Race to the Super App.pdf
FT Partners Research - The Race to the Super App.pdf
 

More from App Annie

Какие из стран лидируют по показателям использования приложений?
Какие из стран лидируют по показателям использования приложений?Какие из стран лидируют по показателям использования приложений?
Какие из стран лидируют по показателям использования приложений?
App Annie
 
Quels sont les pays qui utilisent le plus les apps ?
 Quels sont les pays qui utilisent le plus les apps ? Quels sont les pays qui utilisent le plus les apps ?
Quels sont les pays qui utilisent le plus les apps ?
App Annie
 
Cómo usan las apps los consumidores
Cómo usan las apps los consumidoresCómo usan las apps los consumidores
Cómo usan las apps los consumidores
App Annie
 
앱 마케팅이란?
앱 마케팅이란?앱 마케팅이란?
앱 마케팅이란?
App Annie
 
쇼핑 앱을 위한 모범 방안
쇼핑 앱을 위한  모범 방안 쇼핑 앱을 위한  모범 방안
쇼핑 앱을 위한 모범 방안
App Annie
 
线下服务移动化, 吸引中国消费者
线下服务移动化, 吸引中国消费者线下服务移动化, 吸引中国消费者
线下服务移动化, 吸引中国消费者
App Annie
 
모바일 티핑 포인트에 도달한 중국의 설날 (KR)
모바일 티핑 포인트에 도달한 중국의 설날 (KR)모바일 티핑 포인트에 도달한 중국의 설날 (KR)
모바일 티핑 포인트에 도달한 중국의 설날 (KR)
App Annie
 
中国春节为移动应用带来发展机遇 (CN)
中国春节为移动应用带来发展机遇 (CN)中国春节为移动应用带来发展机遇 (CN)
中国春节为移动应用带来发展机遇 (CN)
App Annie
 
Portfolio Strategies in the Mobile Gaming Industry
Portfolio Strategies in the Mobile Gaming IndustryPortfolio Strategies in the Mobile Gaming Industry
Portfolio Strategies in the Mobile Gaming Industry
App Annie
 
App Annie Index for Music- September 2014
App Annie Index for Music- September 2014App Annie Index for Music- September 2014
App Annie Index for Music- September 2014
App Annie
 
Mobile App Stores Economy - Casual Connect 2012
Mobile App Stores Economy - Casual Connect 2012Mobile App Stores Economy - Casual Connect 2012
Mobile App Stores Economy - Casual Connect 2012
App Annie
 

More from App Annie (11)

Какие из стран лидируют по показателям использования приложений?
Какие из стран лидируют по показателям использования приложений?Какие из стран лидируют по показателям использования приложений?
Какие из стран лидируют по показателям использования приложений?
 
Quels sont les pays qui utilisent le plus les apps ?
 Quels sont les pays qui utilisent le plus les apps ? Quels sont les pays qui utilisent le plus les apps ?
Quels sont les pays qui utilisent le plus les apps ?
 
Cómo usan las apps los consumidores
Cómo usan las apps los consumidoresCómo usan las apps los consumidores
Cómo usan las apps los consumidores
 
앱 마케팅이란?
앱 마케팅이란?앱 마케팅이란?
앱 마케팅이란?
 
쇼핑 앱을 위한 모범 방안
쇼핑 앱을 위한  모범 방안 쇼핑 앱을 위한  모범 방안
쇼핑 앱을 위한 모범 방안
 
线下服务移动化, 吸引中国消费者
线下服务移动化, 吸引中国消费者线下服务移动化, 吸引中国消费者
线下服务移动化, 吸引中国消费者
 
모바일 티핑 포인트에 도달한 중국의 설날 (KR)
모바일 티핑 포인트에 도달한 중국의 설날 (KR)모바일 티핑 포인트에 도달한 중국의 설날 (KR)
모바일 티핑 포인트에 도달한 중국의 설날 (KR)
 
中国春节为移动应用带来发展机遇 (CN)
中国春节为移动应用带来发展机遇 (CN)中国春节为移动应用带来发展机遇 (CN)
中国春节为移动应用带来发展机遇 (CN)
 
Portfolio Strategies in the Mobile Gaming Industry
Portfolio Strategies in the Mobile Gaming IndustryPortfolio Strategies in the Mobile Gaming Industry
Portfolio Strategies in the Mobile Gaming Industry
 
App Annie Index for Music- September 2014
App Annie Index for Music- September 2014App Annie Index for Music- September 2014
App Annie Index for Music- September 2014
 
Mobile App Stores Economy - Casual Connect 2012
Mobile App Stores Economy - Casual Connect 2012Mobile App Stores Economy - Casual Connect 2012
Mobile App Stores Economy - Casual Connect 2012
 

Chinese New Year Reaches Mobile Tipping Point

  • 1. Chinese New Year Reaches Mobile Tipping Point February 2016
  • 2. Summary The Chinese New Year festival is an ancient one where long-practiced traditions and customs are still seen today. However, even ages-old traditions are not immune to the influence of technology. In recent years, it’s become clear that many elements of the Chinese New Year experience are being radically transformed by mobile apps. It was not too long ago when Chinese New Year’s Eve meant getting the family together by the dinner table to watch television. Now you are more likely to catch your parents staring at their smartphones. Using App Annie’s Store Stats, we showcase how Chinese New Year has become a significant opportunity for mobile app publishers, and how a few of the most impactful developments in the app economy have fundamentally changed this holiday in critical areas such as transportation and payment.
  • 3. The Battle for a Ticket Home The Chinese New Year period sees roughly 400 million people hitting the road. Thankfully, the emergence of mobile apps has made planned and on-demand transportation more convenient than ever.
  • 4. Spike on December 1, 2015 Spike on December 1, 2015 China’s Ministry of Transportation predicted that an average traveler would make a 410-kilometer, or 255-mile journey to get home this year. The railway system, which was expected to transport 332 million people during the holiday in 2016, remained the top choice for most travelers. 铁路 12306 (Tielu 12306), the train ticket purchasing app developed by China Railway Corporation, released the first batch of Chinese New Year tickets 60 days in advance. According to Store Stats, this resulted in a noticeable spike in iOS download rankings for a few travel apps (including 铁路 12306 and 铁友, all pictured below) at the beginning of December 2015, corresponding to the start of ticket sales. The World’s Largest Human Migration is Now Being Aided by Mobile
  • 5. 5 With transportation demand vastly outstripping supply, app developers in China came up with mobile solutions to help travelers improve their odds of booking a ride home. A few apps featured a “grab a seat (抢票)” function in various forms, which allowed for automatic train ticket purchases. For instance, 铁友 (Tieyou), the popular app specializing in train tickets owned by Ctrip, offers a function (云抢票, or “grab a ticket in the cloud”) that instructed its own servers to consistently make ticket purchase requests on behalf of its users, thereby greatly increasing the user’s chance of obtaining a ticket. With other apps also incorporating this feature, travelers can now rest easy instead of stressing about getting that priceless ticket home. It is also worth noting that even if the app fails to find a ticket, a refund is automatically granted. These types of advancements in transportation app features greatly improve the user experience and benefit the public. As a result, transportation apps will continue to attract increasing numbers of travelers to adopt them for periods of heavy congestion such as Chinese New Year. Mobile Users Gain an Edge
  • 6. WeChat and Alipay Go Head to Head in the Battle for Users To understand how modern Chinese consumers are incorporating apps into their family holidays, look no further than WeChat’s highly successful red packet scheme. Only this year, Alipay doubles down on its quest to go social.
  • 7. 420 Million People Sent Out and Received 8.08 Billion WeChat Red Packets The tradition of handing out “red packets,” or envelopes of cash to family and friends, has successfully migrated to mobile as well. WeChat took full advantage of its WeChat Pay feature by allowing users to deliver “red packets” to either one or a group of friends. Users could even set up how many friends get to share one packet, with each friend being assigned a random share of the total amount of money. Now that each packet has become a test of both speed and luck, it is no wonder that smartphones grabbed all the attention during Chinese New Year. According to estimates, 420 million people sent out and received 8.08 billion WeChat Red Packets in total on Chinese New Year’s Eve alone — a more than eight-fold increase from last year —  speaking volumes of WeChat’s domination in China. Its “red packet” feature was a great promotional opportunity for WeChat Pay against its major competitor Alipay.
  • 8. Alipay, a competitor of WeChat Pay in mobile payment, is also in the business of red packets. However, Alibaba, the industry giant behind Alipay, decided to up the ante this year by partnering up with the CCTV New Year’s Gala, which is widely considered the most important live television program in China. According to official figures, the Gala was watched by more than 1.03 billion people in 2016. Once per hour during the five-hour gala, the audience was reminded by the hosts to try their luck at collecting five different “fortune cards” using Alipay. Each person who secures a complete collection of five cards is allowed to share a total cash award of RMB 215 million (USD $33 million) with more than 791,000 people. The campaign was designed to encourage people to trade different cards with friends using Alipay’s social features. It demonstrated Alipay’s ambition to dig deeper into the social connections behind each individual user, which could one day help the app expand into a full-fledged social platform. Alipay Goes After WeChat in Its Quest to Go Social
  • 9. 9 Alipay topped the iOS download ranking in China until the day after Chinese New Year Alipay’s massive on-air campaign helped the app to stay in the top three in iOS downloads in China until days after Chinese New Year. The app was able to establish itself during the holiday, proving that it could compete strongly with WeChat’s red packets scheme. As competition in China’s mobile payment industry intensifies, it will be interesting to see whether Alipay’s users will pick up its much-advertised social features in the months to come. Alipay Looks to Expand From Mobile Payment
  • 10. Conclusion People have adopted mobile apps in almost every element of Chinese New Year, from the way they get around, to how they communicate with each other. The holiday has also became a prominent battleground for high-profile app publishers such as Tencent and Alibaba. WeChat again proved itself as a platform one simply cannot ignore, while Alipay is not satisfied with only dominating the mobile payment industry. Both parties are zooming in on each other’s core functions, with Tencent highlighting WeChat Pay and Alibaba offering Alipay users incentives to engage with more friends on its platform. As China is on track to overtake the United States in mobile app revenue in 2016, it’s more important than ever for app publishers to understand what Chinese New Year means for their business.
  • 11. Notes ● Historical iOS daily ranking data for 铁路 12306, 铁友, and Alipay in China are retrieved through App Annie’s app tracker solution, Store Stats. ● Certain trademarks and/or images used in this report may belong to third parties and are the property of their respective owners. App Annie claims no rights to such trademarks or images.
  • 12. About App Annie App Annie delivers the most trusted app data and insights for your business to succeed in the app economy globally. App Annie is used by more than 1 million apps to track their performance, and now has over 500,000 registered members — including 94 of the top 100 publishers. The company is headquartered in San Francisco with 425 employees across 15 global offices. App Annie has raised $157 million in financing to date from investors such as e.Ventures, Greenspring Associates, Greycroft Partners, IDG Capital Partners, Institutional Venture Partners and Sequoia Capital. For more information, please visit http://www.appannie.com/, check out our blog, and follow us on Twitter (@AppAnnie). To find out more about our specific products, tour our App Store Analytics, Store Stats and App Annie Intelligence products. For the most current monthly rankings of apps and publishers, check out the App Annie Index.
  • 13. Create your free App Annie account to get access to historical ranks and reviews at www.appannie.com