Calvin Chan
VP of Insight, AdMaster Beijing
Understanding the
unique behaviours
and psychology of
Chinese consumers
The Social Media Nations
# of Registered Users
Facebook
QQ
Sina Weibo
Twitter
WeChat
Google+
LinkedIn
V Kontakte
Line
RenR...
Social Media Usage
Young people (aged 18-24) used SNS mainly for keeping in touch
with old friends
People 35+ used blogs t...
When it comes to purchase decision, social media users are
commonly influenced by their friends and colleagues
90.0

83.6
...
Profiles, Psychology & Behaviors of Chinese social media users

Post 80’s 90’s
Mostly living in Guangdong
Like entertainme...
Which Paid Media helped drive better Earned Media?

Data source: AdMaster
Case sharing: Integrate Social Media with TV
sponsorship for brand building or new product launch
• Case sharing: “I’m A S...
Using Social Media analytics to evaluate the TV campaign
• Brand Awareness, Emotions and Purchase Intent obviously impacte...
The Do’s & Don'ts when it
comes to engaging with Chinese
Consumers
Case sharing (“not-so-good” example):
“Instant Chicken” issue fired Consumer concern over KFC
•

Starting from Nov 23th, t...
“Instant Chicken” issue fired Consumer concern over KFC
The rather “official” claim from KFC didn’t ease consumers’ concer...
Case sharing: Huge turnout for Coke’s successful Summer Campaign
Selecting Top keywords from consumer responses to customi...
Don’t miss out the last one mile - converting iWOM into Sales
(Social Commerce)
June 2013
Coca Cola & Sina & Kuaishubao co...
Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers
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Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers

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Calvin Chan - VP of Insight, AdMaster Beijing

Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world.

An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

Published in: Marketing
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Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers

  1. 1. Calvin Chan VP of Insight, AdMaster Beijing
  2. 2. Understanding the unique behaviours and psychology of Chinese consumers
  3. 3. The Social Media Nations # of Registered Users Facebook QQ Sina Weibo Twitter WeChat Google+ LinkedIn V Kontakte Line RenRen 1,150 Million 825 Million 503 Million 500 Million 400 Million 343 Million 238 Million 210 Million 200 Million 178 Million
  4. 4. Social Media Usage Young people (aged 18-24) used SNS mainly for keeping in touch with old friends People 35+ used blogs to obtain news & information, as well as share experience for product uses People aged 25-34 liked both Weibo & WeChat while People 40+ preferred WeChat
  5. 5. When it comes to purchase decision, social media users are commonly influenced by their friends and colleagues 90.0 83.6 81.9 80.0 75.0 68.1 70.0 59.9 56.5 60.0 63.5 66.4 57.8 50.8 48.8 50.0 38.5 40.0 30.0 67.3 31.7 30.3 28.1 28.9 24.7 22.4 20.3 20.0 9.1 6.9 10.0 8.6 6.7 0.0 P18-24 Celebrity P25-34 People w/ social status P35-39 Relatives Colleagues P40+ Friends Strangers Q: 请问在微博/微信媒体网站中,哪个/些人的信息会影响到您的购买决策? Data source: AdMaster
  6. 6. Profiles, Psychology & Behaviors of Chinese social media users Post 80’s 90’s Mostly living in Guangdong Like entertainment Sarcastic and showing off Love Traveling but lack of actions Passionate about Sports Enjoy Freedom Local
  7. 7. Which Paid Media helped drive better Earned Media? Data source: AdMaster
  8. 8. Case sharing: Integrate Social Media with TV sponsorship for brand building or new product launch • Case sharing: “I’m A Singer” significantly drove online buzz for “Wahaha Ge Wa Si” Period of study: Jan 1- 17, 2013 (pre-show), Jan 18-Feb 17 (after broadcast) Data source: AdMaster
  9. 9. Using Social Media analytics to evaluate the TV campaign • Brand Awareness, Emotions and Purchase Intent obviously impacted by the popularity of the show Period of study: Jan 1- 17, 2013 (pre-broadcast), Jan 18-Feb 17 (after broadcast) Data source: AdMaster
  10. 10. The Do’s & Don'ts when it comes to engaging with Chinese Consumers
  11. 11. Case sharing (“not-so-good” example): “Instant Chicken” issue fired Consumer concern over KFC • Starting from Nov 23th, the instant chicken widely spread through the social network. During the period, over 90% KFC related voices were about the issue; • The issue exploded on Nov 23th, and kept alive within the following month which showed consumers’ major concern over this issue. Data source: AdMaster
  12. 12. “Instant Chicken” issue fired Consumer concern over KFC The rather “official” claim from KFC didn’t ease consumers’ concern. If brand didn’t show a very sincere attitude, the issue may ignite an even more negative crisis.
  13. 13. Case sharing: Huge turnout for Coke’s successful Summer Campaign Selecting Top keywords from consumer responses to customize for the nickname bottles “Need the whole collection[all 24]!” “Creative new packaging.” “Over 10 variations!” “New Coca-Cola branding?” “What a cute design!” “I want it!” “So excited!” Period: 2013.5.1 0a.m. – 2013.5.31 5p.m. Data source: AdMaster
  14. 14. Don’t miss out the last one mile - converting iWOM into Sales (Social Commerce) June 2013 Coca Cola & Sina & Kuaishubao co-launched the “nickname bottle” Weibo users had to tweet & @Kuaishubao to order a customized bottle for themselves Results: Day 1, 300 bottles in 1 hour Day 2, 500 bottles in 30 mins Day 3, 500 bottles in 5 mins Day 4, 300 bottles in 1 min

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