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Getting to Know the Chinese Internet
The document provides an overview of the Chinese internet, highlighting its unique characteristics such as government influence, market dynamics, and user statistics. It discusses key players like Alibaba, Baidu, and Tencent, and outlines the differences in usage compared to international counterparts, including widespread censorship. Recent trends indicate a shift towards mobile access and the growing importance of local competition in a rapidly evolving digital landscape.
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Getting to Know the Chinese Internet
- 1. bluer_ What you needto know about the “Chinese” Internet Kevin Bluer, Bluer Inc
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- 3. bluer_ Format & Caveat ๏Feel free to interject, ask questions, discuss, etc ๏ Note that the information presented herein may be out-of-date, inaccurate, or just plain wrong :) ๏ Tried to make things “actionable” / can send slides
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- 5. bluer_ Agenda ๏ Goals ๏ SomeStats ๏ Key Players ๏ Differences (and Similarities) ๏ Recent Trends ๏ Getting Started ๏ Resources ๏ Q&A
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- 7. bluer_ Goals ๏ To tryand teach you something about the Chinese Internet that you didn’t know before ๏ To learn something from you guys :)
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- 9. bluer_ The “Chinese” Internet? ๏What makes it different / unique? ๏ The number of users ๏ The government’s role ๏ The fact that so many globally popular services aren’t used ๏ The opportunity
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- 11. bluer_ Country ๏ 31 provinces(287 prefectures) ๏ 1.357 billion people ๏ Concentration towards the east and south coast
- 12. bluer_ Appreciating the Scale ๏On course to become the world’s largest economy in 2025 (currently $10 trillion in yearly GDP) ๏ Already the world’s biggest market for many products and services ๏ To put that in perspective :) ๏ Guangdong = Spain ๏ Shandong = Indonesia ๏ Yunnan = Czech Republic
- 13. bluer_ Internet ๏ 649 milliontotal Internet users ๏ 632 million mobile Internet users ๏ Note that the Internet was only made available to the general public in 1995!
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- 15. bluer_ Government ๏ Plays anoutsized role compared to other countries ๏ There a many overlapping government bodies… ๏ China Internet Network Information Center ๏ Cyberspace Administration of China ๏ Publicity Department of the CPC ๏ Ministry of Industry and Information Technology ๏ Issues the ICP license (which is required if you want to establish a domestic presence)
- 16. bluer_ Companies ๏ Alibaba (Marketplace,E-commerce, and a lot more) ๏ Baidu (Search engine) ๏ Tencent (Games and services) ๏ Jingdong Mall (E-commerce) ๏ Sina Weibo (Micro-blogging) ๏ Xiaomi (Mobile phone maker and increasingly services) ๏ Huawei (Networking and telecommunications) ๏ Lenovo (World's second largest maker of PCs)
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- 18. bluer_ Entrepreneurs ๏ Sorted bynet worth… ๏ Jack Ma, Alibaba Group ๏ Robin Li, Baidu ๏ Ma Huateng, Tecent ๏ Lei Jun, Xiaomi ๏ Liu Qiangdong, JD.com ๏ Liu Chuanzhi, Lenovo ๏ http://www.investopedia.com/articles/personal- finance/020415/top-10-chinese-entrepreneurs.asp
- 19. bluer_ Influencers / KOL’s ๏Key Opinion Leaders (KOL’s) play a big role ๏ Examples… ๏ Celebrities (“Forbes China Celebrity 100”) ๏ Bloggers (Han Han, Song Qian, He Jiong) ๏ Activists (Ai Wei Wei) ๏ Micro-influencers ๏ Speak to a local and regional audience ๏ “More effective for companies looking to promote their brands in second or third tier cities”
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- 21. bluer_ The Differences (andSimilarities) ๏ Usage ๏ Comparables ๏ Mobile ๏ Censorship ๏ Uniquely Chinese
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- 23. bluer_ Usage ๏ Largely usedfor entertainment purposes, being referred to as the "entertainment superhighway” ๏ Core uses include… ๏ Content ๏ Search ๏ Community ๏ Shopping ๏ Mapping ๏ Payment ๏ Gaming (huge)
- 24. bluer_ Usage / DownloadMetrics ๏ Web ๏ As far as I know there is no domestic equivalent to Compete, Quantcast, Alexa, etc ๏ Although Quantcast does have some information ๏ Mobile ๏ App Annie (great for iOS
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- 26. bluer_ Comparables ๏ The majorityof mainstream international services simply aren’t used (or aren’t available) in China ๏ “Contrasting views suggest that local Chinese businesses such as Baidu, Tencent and Alibaba, some of the world's largest internet enterprises, benefited from the way China has blocked international rivals from the market, encouraging domestic competition.”, Wikipedia
- 27. bluer_ Comparables ๏ Google <>Baidu ๏ Twitter + Facebook <> Weibo ๏ Amazon + eBay <> Taobao + Tmall ๏ WhatsApp <> WeChat ๏ Skype <> QQ ๏ AirBnb <> Tujia ๏ LinkedIn <> Ushi + Tianji ๏ Paypal + Stripe <> AliPay ๏ Kickstarter <> Demohour ๏ Monster <> 51job
- 28. bluer_ There’s an Alibabafor that…
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- 30. bluer_ Censorship ๏ Types ๏ ContentTake Downs / Restrictions ๏ Search Engine Filtering ๏ Discussion Forums & Social Media (50 Cent Party) ๏ Post comments favorable towards party policies ๏ Attempt to shape and sway public opinion ๏ A fact of life and largely derided / resented by the populace (assuming they’re aware)
- 31. bluer_ Censorship ๏ 18,000 websitesare blocked from within mainland China ๏ Around 13 percent of all social media posts are censored in China ๏ 12 out of the Top 100 Global Websites ๏ Supposedly only “superstitious, pornographic, violence-related, gambling, and other harmful information.” is blocked :) Harvard’s Institute for Quantitative Social Science
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- 33. bluer_ Why? ๏ "Surprisingly, bad-mouthingthe government isn’t what censors are targeting. “What they censor is attempts at collective action,” King says. “They don’t want anyone to control the movement of people other than the government. That’s what could cause them to lose power.”
- 34. bluer_ Overseas Agression /Paranoia ๏ Node JS version number “issue” ๏ Github (and GreatFire) DDoS ๏ http://www.netresec.com/? page=Blog&month=2015-03&post=China%27s- Man-on-the-Side-Attack-on-GitHub ๏ https://github.com/greatfire/ ๏ https://github.com/cn-nytimes/mirrors ๏ http://motherboard.vice.com/read/china-is-behind- ddos-attack-on-github-activists-say
- 35. bluer_ Great Cannon &Golden Shield ๏ China deploys new weapon for online censorship in form of ‘Great Cannon’ ๏ http://www.washingtonpost.com/blogs/the-switch/ wp/2015/04/10/china-escalates-censorship-efforts- with-debut-of-offensive-cyber-weapon-researchers- say/ ๏ http://en.wikipedia.org/wiki/Golden_Shield_Project
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- 37. bluer_ ๏ “Android devicesheld absolute advantage with a share of 70.9%, followed by iOS devices with a share of 18.9%” ๏ iOS is extremely coveted (although obviously very expensive from a relative perspective) Android vs iOS
- 38. bluer_ App Stores ๏ GooglePlay doesn’t really factor in China (with a lot of websites just link straight to the .APK) ๏ Top 10 Android App Stores ๏ 360 Mobile Assistant (26%) ๏ Myapp by Tencent (26%) ๏ Baidu Mobile Assistant (18%) ๏ MIUI app store by Xiaomi (14%) ๏ HiMarket (9%) ๏ Wandoujia (7%) ๏ Huawei App Store (7%) ๏ Others…
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- 41. bluer_ App Store Manipulation ๏App Manipulation Farms ๏ “getting your app in the top 10 free apps list in the App Store will cost you RMB 70,000 (US$ 11,200), while making sure it remains there will cost you a staggering RMB 405,000 (US$ 65,000) every week” http://www.iphonehacks.com/2015/02/how-chinese-game-ios-app-store-rankings.html
- 42. bluer_ URL’s ๏ http://www.newrepublic.com/article/117608/chinese- number-websites-secret-meaning-urls ๏ Thatsaid, this may well begin to change with the acceptance of Chinese character based URL’s
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- 45. bluer_ Recent Trends ๏ Publictech stocks are on fire ๏ Venture flows in startups are growing rapidly ๏ Mobile is becoming the primary means of accessing the Internet (inline with the rest of world) ๏ Attempts at censorship are extending beyond China’s own shores ๏ Internet users are becoming ever more savvy
- 46. bluer_ Beijing Baofeng TechnologyCo Ltd ๏ Beijing Baofeng Technology Co Ltd is an Internet video company. The Company develops and operates a series of softwares which include the ‘storm’ PC, ‘storm wireless’ application (APP) and ‘BFVCenter’ video browser.
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- 48. bluer_ Open for Business? "Youcan’t exactly just move in there and do business. It’s a very different framework.”, Ryan Budish, a fellow at Harvard’s Berkman Center for Internet and Society
- 49. bluer_ Are you currentlyaccessible? ๏ See whether site is currently accessible…
- 50. bluer_ Getting Online ๏ Gettingan ICP (“Internet Content Provider”) license ๏ State-issued registration number that allows you to host your website on a mainland Chinese server ๏ Usually displayed in the small print in footers ๏ You need one before you can purchase hosting ๏ Great guide here.
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- 52. bluer_ Reaching Your Audience ๏Obviously depends what you’re selling? ๏ Products (digital vs physical) ๏ Services ๏ Web vs Apps ๏ Social Media (managing yourself or leveraging an agency) ๏ Localizing your content
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- 54. bluer_ Resources ๏ App Annie(https://www.appannie.com) ๏ TechNode (http://technode.com) ๏ Great Firewall (http://www.greatfirewallofchina.org/) ๏ Internet Phenomena (https://en.wikipedia.org/wiki/ List_of_Internet_phenomena_in_China) ๏ Censorship (http://en.wikipedia.org/wiki/ Internet_censorship_in_China)
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- 56. bluer_ Q&A ๏ “Understanding internetbehaviour outside of Eastern China and the big cities – we focus on “hard to reach” consumers who do not have the latest smartphone/apps etc.” ๏ “A lot of data in China focuses specifically on big cities, and ignores the rest of the population … where arguably there is more opportunity!”
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- 58. bluer_ Q&A ๏ “Understanding internetbehaviour outside of Eastern China and the big cities – we focus on “hard to reach” consumers who do not have the latest smartphone/apps etc.” ๏ “A lot of data in China focuses specifically on big cities, and ignores the rest of the population … where arguably there is more opportunity!”