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The never ending quest for new sources of insight.
What happens in a China Internet Minute.
One minute, Tecent making RMB 83,000, China mobile making RMB 246,000, Sina Weibo generating 95,000 posts, 139,000 pictures are uploading to Qzone of Tecent, 3.47 million times search on Baidu, 148,000 people visiting Tmall and Taobao, 73,000 transaction happening on Alipay.(from IT搜狐)
In China, Email Direct Marketing ROI beats SEO and Social Networks.
People say that Email Direct Marketing is dying, but the truth is the opposite. According to a research done by Ipsos-Reid, several conclusions worth consideration:
Infographic directory of all brands on WeChat.
The good folks at CIC has created a huge info-graphic gathering 115 brands on WeChat, which could be categorized into 23 different categories, like non-profit, sports, cosmetics, lifestyle, F&B and so on.
Creating great content marketing in China.
Finding and developing content for social media assets can be a daunting task. Is your social media team having difficulty finding and developing great content? Here are 10 useful resources:
A briefly deep analysis of WeChat, China’s most popular mobile social network.
According to the CNNIC, of the user info on WeChat, 65.80% location information, 46.61% name information and 35.34% avatar are real. Only 15.14% users did not fill in real personal info.
2013 Comprehensive China social media landscape.
CIC released their newly updated China social media landscape chart detailing China’s many players across each segment.
China consumers more loyal, and more willing to spend on enjoyment and recreation.
According to Epsilon‘s China Consumer Loyalty Study in 2013: “Although the global economy growth is slowing down, the consumption power is still on the rise in China.
Overview of Sina Weibo growth and effectiveness in 2012.
During 2012, the number of Sina Weibo registered users exceeded the 300 million at the end of February, 400 million after July, and jumped over 500 million by the end of 2012.
Top 10 most popular China social media networks.
597 Million the estimated number of active social networking users in China. The volume of social sharing in China went up by 60% in 2012.
What Chinese consumers really intend to buy in 2013.
From Decision Fuel: 70% of consumers will spend more in 2013 than 2012, with the most popular new purchase being a smartphone.
Social media and the negative “envy spiral”.
When German researchers from Humboldt University (Berlin) and Technical University (Darmstadt) asked 600 Facebook users how they felt when browsing the social network, they found that, for many, being bombarded with idyllic photos of holidays and family, along with ebullient status updates, makes them compare their lives with those in their Friends list. For the [...]
Luxury brands versus the sophisticated Chinese consumer.
According to research, China has become the second largest luxury good consumption power, and it is estimated to become the largest in a few years. Savvy Chinese consumers are no longer just after brand names, and the consumption behavior varies. In China, men are the major buyers of luxury goods, approximately 45% of luxury bags [...]
China’s top advertisers in the fashion industry.
In 2012, the advertising revenue for fashion magazine ELLE and Vogue in China reached 1.48 billion and 0.65 billion. As we can see, the top 10 advertisers in both magazines are all beauty brands. The top three advertisers in ELLE are Dior, Estee Lauder and Chanel, while the top three in VOGUE are Dior, L’Oreal [...]
High expectations for the future of video content in China.
In 2012, the market scale for online video has achieved 9.25 billion in China, and brought 6.72 billion advertising revenue. The chances to be played on mobile devices and online TV have become the major battle field for video content producing companies to compete for right now. With the decreasing production cost and the [...]
Tencent’s global, mobile opportunity.
Interesting data to show the growth of mobile market: with the world’s total 7 billion population, 4 billion of them own a mobile phone, while only 3.5 billion have a tooth brush. In the year 2013, mobile devices would be the major hub for people to connect online; 91% of people will carry their mobile [...]
Luxury brands are spending more online in China.
According to iResearch, the total online advertising budget of luxury brands was about 110 million RMB from Jan-Oct. 2012, which was 10.5 million more than the whole year budget of 2011. The spending peaked on September 2012, which was 36.1% higher than the number of 2011. As of the total advertising days, luxury brands had [...]
Six brand advocate archetypes.
Advocacy plays a fundamental role in realizing social marketing’s holy grail: Engagement@Scale. Brand advocacy is defined as the activation of people who are, or could be, passionate enough to engage on behalf of the brand and ultimately expand the customer base. Dachis Group‘s data platform, which tracks the social activity of 30,000 brands and 248,000 advocates, [...]
2016 China to have more than 700 million smartphones.
According to iResearch, the scale of mobile internet reached 54.97 billion by 2012, the growth rate is 96.4%. One major reason for that is the coverage of smart phones in China. iResearch estimated that by 2012, there are 360 million smart phones in China, thanks to Android system which helps to lower the price [...]
Beauty brands’ Chinese social media adoption.
From L2 Digital IQ index report, of the 20 beauty brands, ninety percent of beauty brands are on at least two platforms. Benefit Cosmetics holds 7 platforms, while Estee Lauder is presented on six. All of the beauty brands maintain a presence on Sina Weibo. The 20 brands that are being weighted on the L2 [...]
Chinese brands more present in China social media.
WPP’s BrandZ just released its annual report on the top 50 most valuable brands in China. A conclusion from learning their social media engagement is that, China’s most valuable brands are increasingly present in social media. Their presence cuts across most categories. State Owned Enterprises (SOEs) especially increased their engagement. Of the six newcomers among the Top [...]
How organizations structure social media teams.
Most companies have jumped on the social media bandwagon, but business owners out there might still be wondering exactly how their colleagues across the board are organizing this particular branch of their business.(Via Go-Gulf.)
Why luxury goods cost MORE in China.
The above infographic explains why you see so many Chinese mainlanders waiting outside Louis Vuitton shops in Hong Kong or at Galeries Lafayette in Paris. Price in China is much higher than in the West. Transportation cost from Guangzhou to Beijing is actually higher than from Guangzhou to the US. Miscellaneous tax and fees, and [...]
Social media landscape for luxury brands in China.
Aside from things like search engine optimization for Baidu, luxury brands in China need to get themselves on the right social platforms. The L2 report finds that social media adoption is up on every site, with Twitter-esque Sina Weibo still number one. Compared to 2011, video site Youku has the largest growth.
Top 10 luxury brands on China’s Sina Weibo.
Compared to 2011, car makers again make a strong showing on China’s most important social service – Sina Weibo. Cadillac is top in terms of fans/followers on Weibo in this luxury segment, and fashion labels Dior and Coach are playing catch-up. Data source: L2
How to keep Chinese customers loyal.
Clickfox‘s latest research shows compared to the price or promotion, customers care more about product quality. Two major motivation for brands loyalty are quality (88%) and customer service (72%); in order to win consumer loyalty, the consumers care most for “first impression” (48%) and service experience (40%).
The top 10 “digitally smartest” luxury brands in China.
A think tank for digital innovation, L2, grades brands on their carefully crafted approach to social marketing and web presences for Chinese consumers and came up with a “digital IQ” ranking list. The top 10 brands in 2012 are Estee Lauder, Audi, Chow Tai Fook, Lancome, Volvo, BMW, Buick, Land Rover, Benefit, and Burberry.
6 top reasons followers un-follow brands.
On December, 2012, Performics research shows 1/3 of social media users had “unfollowed” or “stop-liking” brands or companies on social media. Major reasons include: no longer caring about what brands are posting on social media (49%), brands posting too much content (38%), brands do not post content that it is supposed to post or promised to [...]
Dell + Forrester: How brands best service followers in the modern digital era.
“Listen to your customer”, a bit of cliché, but now more important than ever because of popular social networks like Facebook and Weibo. Listening, sounds easy, but you really need to dig into the reviews and comments you have across all different social network channels. Forrester Consulting conducted research on how big companies “become good [...]
How to calculate the “digital IQ” of luxury brands in China.
The L2 Think Tank grading structure of the luxury brands’ “digital ranking” is 30 percent each for doing social media and localizing your site, and 20 percent each for digital marketing and mobile compatibility. To make the grade, brands need to do a lot of optimization, social outreach, and clever online marketing.
Chinese spend 884 million hours on microblogs during Q3 2012.
From iResearch: In Q3 of 2012, Chinese social network kept on growing, so far, it covers over 422 million people, which surpasses the reach of news website, and is the same with the reach of search, video and online communication. Analyst from iResearch believes that as the major trend globally, social networking is growing fast [...]
12 Major factors in Chinese car purchasing decisions.
Protective security system is the primary consideration among car buyers, followed by the break system. Energy efficient engine, automatic transmission and PRESAFE weight the same in car purchasing decisions, about 10%. People born later than the 70s have a strong pursuit in the electronic devices that are equipped in car, especially the intelligent multimedia [...]
2012 China’s top Fashion portals performance.
According to iResearch, the daily coverage of fashion sites in October is 10.5 million. The top three fashion sites are: aili.com, with the daily coverage of 1.01 million; Onlylady.com with the daily coverage of 0.92 million, and pclady.com with the daily coverage of 0.85 million. Also, the online time at the fashion sites in October [...]
2012 China online ad spend increased 36.8%
According to iResearch, the total China online ad market is increasing steadily, which is 36.8% more than Q3 of 2011. Advertisers who advertise for over 30 days are from the industries of internet service, transportation, real estate and IT industries; and what worths noticing is that the financial service industry has a significant growth in [...]
58% of Beijing car buyers are upgrading or buying an additional vehicle.
According to AC Nielsen, A survey of consumers in BJ who intend to buy a car next year show 58% of thinking of upgrading their current cars or buying an extra one. People born in the 70′s account for 41% of upgraders; while those born in the 80′s account for 44% of purchasers of an extra car. Both upgraders [...]
Comparison of China’s Sina Weibo vs Tencent WeChat.
Great infographic from CIC comparing Tencent WeChat and Sina Weibo. The platforms are complementary, with few overlapping functions allowing Tencent’s WeChat to enhance a current social media marketing mix dominated by Sina Weibo.
97% China netizens using micro-blogs vs other social media.
From Nielsen: Micro-blog reaches 97% of all mainstream China social media users, while SNS’s penetration is about 70%. LBS has about 10% usage rate. 66% of connected consumers are both Micro-blog and SNS users.
How Chinese netizens use China social media.
From Nielsen: Chinese consumers use social media for many reasons including connecting socially, entertainment, news and services. Different platforms have different focus except for Micro-blog, which now serves all 4 types of needs. SNS is mainly used for social and fun.
Are Chinese more open on microblogs or SNS?
According to Nielsen: SNS have more real name users which indicates a more real-life based social network, while microblogs have more casual users, thus being prone to being more open and sharing more personal information.
Advertising budgets will include more social media spending in next two years.
From a quantitative survey among marketers in Asia-Pacific conducted by Buddy Media, More than 43% of brands and agencies anticipate spending 5-15% of their advertising budgets on social media in two years, compared to 23.2% who currently do so. The percentage of respondents expecting to spend 15-25% of their ad budgets on social media jumped from 4.8% to 20%.
9 top activities and frequency of usage for China microblogs vs. SNS.
From Nielsen: Micro-blog usage is generally increasing with incremental usage mainly focusing on news, videos and photos; while SNS shows little space for further growth, its new focus is on video sharing and getting dining information.
