Introductions to China’s Popular Search Engines.

Today we are going to talk about the most popular search engines in China.

Before we start, let’s see something about SEO which matters a lot in China internet marketing. A quick definition of SEO: Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.

So how does SEO relate with business in China? Have a look at CCDI’s Report on Investigation of Chinese Internet Marketing Service Condition which covers more than 1800 companies in 18 cities. In China’s developed areas there are 80.97% companies already using some form of internet marketing; and the backbone of internet strategy in China is SEO.

CNNIC (China Internet Network Information Center): in 2010, the utilization rate of search engine reaches 76.3%, an increase of 3% compared to 2009; presently, the number of search engine users reaches 320 million and the half annual growth rate is 13.9%.

According to China Intelli Consulting Corporation the penetration rate of search engine keeps increasing and 91% of China’s netizens will use it at least once a month, 4% higher than last year. Furthermore, every single day, 58.8% of netizens will use search engines, 4.4% higher compared to last year. This is why so many Chinese companies do SEO work and why foreign business people pay more attention to these search engines.

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resonance_netizen interaction

Engaging China’s Netizens; Activity + Reward.

From CIC, China’s netizen’s preferred activities online.

We see a distinct preference for Entertainment driven activities, followed by events and lottery. China’s social environment, both online and offline push emphasis for low-cost methods of interaction on the web, be it social or entertainment driven.

This leads us to rewards for interaction. China’s netizens tend to be practical, rather than gaining knowledge, they look to getting cash or gifts, or free product trials.

When Brands plan campaigns, its important to take into account what drives the average Chinese netizen; while there is connection and engagement with the Brand, this doesn’t come without addition costs in the form of rewards. while China’s market is not unique to rewards for interaction, it may be unique in its emphasis of the tangible over the intangible.

Hu Yanping, with the Data Center of China Internet (DCCI), gave a speech at a forum held in Beijing on Thursday. [Qiang Xiaoji/]

Chinese Netizens Create 50.7% of Total Internet Content.

Hu Yanping, with the Data Center of China Internet (DCCI), gave a speech at a forum held in Beijing on Thursday. Qiang Xiaoji/

From China Daily:

For the first time in history, Chinese Internet users have produced more content than professional websites.

Hu Yanping, of the Data Center of China Internet (DCCI), said the era of Web 2.0 has officially overtaken Web 1.0 as the amount of content generated by personal users on blogs, online forums, social networking sites (SNS) and question answers exceeded the amount contributed by professional organizations in news, search engines and e-commerce.

In the first half of this year, the content produced by Chinese Internet users accounted for 50.7 percent of the total, and content produced by professional websites accounted for 47.3 percent, according to statistics released by the Beijing-based DCCI on Thursday.

In the first six months, page views (PV) of SNS accounted for 50.1 percent of the total page views of all Web applications and services, according to statistics from DCCI. Page views of information providers kept decreasing to 8.8 percent of the total, the report said.

Also, Internet users lingered longer on video sites and SNS for entertainment than reading news or seeking information.

The Internet monitoring and research company also predicted that China’s Internet population will reach 469 million by the end of 2010, accounting for 35 percent of China’s total population, and the number will hit 718 million by 2013, accounting for 52.7 percent of the total.


Prestige Brands Most Buzzed on RenRen & Qzone.

Complied by L2, the below graph shows brand buzz on one of China’s most popular SNS sites (a Facebook clone) and Qzone. From this we get a pretty good idea of buzz in English and Chinese, but further, we get a sense of populations across these social network sites.

You could almost see these two networks as reflective of tier1 cities (Renren) and below tier one cites. Population on Renren tends to be more educated, evidenced by English speaking ability taught in high school and college, vs. lower tiered cities that show less education, but greater overall population.

However, education isn’t necessarily an indicator of wealth; and its definitely not correlated to dreaming about wealth. China’s netizens think in parallel about major brands with BMW, Mercedes, and LV at top of mind as status symbols.

resonance_digitial adoption

How Smart Are Foreign Brands in China?

A survey of China’s prestige brands by L2 reveals interesting findings.

Amazing stats are 20% Brands focused on Chinese consumers that do not have a Chinese language website. While its understandable that ecommerce isn’t enabled for many sites due to issues spanning credit cards, trust purchasing online, as well as monster eating up about 75% of all ecommerce in China – it’s a complicated issue to say the least.

However what’s not complicated is localizing your website into Chinese; that one seems to be an oversight, and its interesting to see that many brands haven’t ticked this initial box. There is a lot of room for improvement, and a lot of room for growth.


Day in the Digital Life: China’s Young Professionals.

According to BCG, China’s young professionals are quite digitally connected; however, when we scan their days we see a distinct difference in the manner they regard digital tools.

Key element is using digital primarily as a communication device; while younger teens and university students focus on social sharing, communication, MP3 downloads, etc – young professionals take a more practical approach to digital. That’s not to say its any less a part of their lives; we can venture to state that digital is more of a tool than a companion.

We see some integration of email, sms, digital news sprinkled throughout the day; digital, rather than being the goal of actions, is a simple means of enhancing actions.

resonance_iwom buying process

How Social Media Affects Chinese Buying Decisions.

From CIC, we can track the buying process Chinese netizens progress through before the buying decision is made.

Tracking the decision process for purchasing a netbook, we can see how the initial inquiry arises, and how a Brand is selected from the buzz. Netizens value collective opinion first, and then look to popular advocates second to confirm their decisions. Afterwards, netizens refer back online for maintenace and upkeep of their new purchase.

The relationship between products and the web is quite clear, while TV, newspaper and magazines may create awareness for Brands, its the web that creates engagement through social community from everything to popular opinions, review, recommendations and upkeep information.

This opens up new avenues of strategy for brands such as creating presence on BBS and forums where products are discussed, in addition to working with blogger advocates to help promotion of products.

resonance_chinese  teen

Day in the Digital Life: China’s Teens.

According to BCG, below is the day in the life of a typical Chinese teen, as it pertains to digital tools. As we can see from a quick glance, China’s youth are very connected digitally throughout their days.

Another clear theme is schoolwork and study; China’s youth are in an ultra competitive environment, and success hinges on their academic prowess; digital tools then, in a sense, help to relieve the solitary confinement of study, either by opening quick windows allowing for social communication and sharing, or by allowing a few moments of peaceful escape.

resonance_prestige brands

China’s Luxury Market: 840 Million Potential Customers.

According to research compiled by L2, China’s luxury market is about to explode.

Interesting to note is the age groups of luxury buyers. China’s unique historical circumstances come into play, with 80% of luxury buyers under the age of 45. This makes luxury branding in China require a distinctly “young/modern” feel vs. the US and Japan.

With such large potential looming in the near future, luxury brands are beginning to enter the market in force. Whether they will succeed will be a careful balance between their brand values, Chinese taste, and their ability to localize their message and cost effectively communicate that message to Chinese audiences.

We can expect digital campaigns to be a large part of luxury brands entrance into China; we’ve seen evidence of this already from Lancome, Porsche, BMW and others.


R3: Sohu China Portal Launches Groupon Clone.

From R3 Beijing; source: QQ

Sohu had just launched a group shopping site –, which made Sohu the first portal site that joins the group buying competition in China. As reported, the site currently only offers single-product group shopping services in Beijing, which is very similar to other group shopping sites.

The data showed that there are approximately 400 Chinese group shopping sites launched in the last three months. The key reason for the booming is because of the low standard in terms of qualification, several-thousand-Yuan investment would be enough for an easy start-up.

Some experts believe that since the group shopping sites phenomenon has just started in China, Sohu is obviously seeking the chance to take lead.

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resonance_incomelevel activity

Chinese Internet Activity by Income Level.

From Synovate China Media Atlas; how different income levels interact online.

Higher income level netizens lead interaction across China’s web. This is quite interesting; as targeting the more intelligent, higher income Chinese requires digital engagement, whereas lower income, lower tiered Chinese are better targeted via television and mobile.

resonance_chinese digital

China’s Digital Preferences.

From Synovate China Media Atlas; measurement of China’s top media channels.

Clear preference for digital via internet and mobile. TV continues to hold on, but expect this to decrease as future generations split their time across engaging digital medium vs. passive TV entertainment.

littleredbook_2002 to 2009 Active Blogs Scale

China’s 500% Blogger Growth; 2002-2009.

The numbers of bloggers have been increasing for many years, but saw a huge jump in 2008. This is likely due to China’s internet hitting a critical point, combining social networks, with blog networks with portals, and politically charged events; allowing the great spread of knowledge and tools allowing blogging to propagate. 2009 sees a continued increase, though at a rate much lower than the following year.

进入到 2008 年,博客用户和活跃博客作者数量得到了大规模的增长。一方面,博客数量的增长带来了用户聚集的规模效应,其中 SNS 元素的加入对博客用户的增长起到了推动作用。另一方面,博客频道在各大综合门户网站中已经成为标准配置,很多网站用户直接转化为博客用户。

Blogging and related activities have been growing; but have also seemed to peak in 2008. This is likely due to the increase of blog offering from major portals (Sina, Sohu, Tencent) in 2007, as well as the 2008 Beijing Olympics, and the political events surrounding it; subsequent years show increase, but do not show the same growth. The speculation is with another huge event, blogging may spike once again; however this is unlikely considering the unique situation of the Olympics as symbolic to China’s rise on the world stage.

博客已经逐渐成为互联网的基础应用,博客用户群体的规模虽然在逐年增大,但应用率已经趋于稳定,随着博客用户在 SNS 网站中的分流,日志和微博客的应用将会使博客的活跃程度进一步提高。

littleredbook_The Gender Structure of Blog Users

China’s bloggers; Male vs Female.

China’s blog users are 54.5% women; about 10% higher then male bloggers.

在博客使用者中,女性比例占到了 54.5%,比男性高近出 10 个百分点。目前中国网民中女性比例为47.5%,与全国网民的性别比例相比,博客写作在女性中的普及率要明显高于男性。

littleredbook_Blogs User’s Income Distribution

Chinese bloggers getting richer.

China’s bloggers are getting richer; though dominated by students, China’s blogger income is rising, with 32.9% earning RMB 2000/month; 24.3% over RMB 3000/month, and 8.3% with over RMB 5000/month.

在博客使用者中,在校学生占到了55.1%,成为博客使用者的主流。同时博客用户中高收入群体的比例在增加,被调查者中收入在 2000 元以上占 32.9%,同比增长了8.9%,收入在 3000 元以上的占到了 24.3%,同比增长 13.3 个百分点。月收入在 5000元以上的人群占到了11.3%,同比增长了 8.3 个百分点。

littleredbook_The Occupational Distribution of Blog Users

Major professions of China’s bloggers.

Who are China’s influencers? The vast majority is students at 55% of all bloggers.

However, in 2007, professional and technical personnel accounted for 17% of total bloggers. However, in 2009 this number has decreased to 7% of total bloggers; which shows:

  1. The number of bloggers is increasing
  2. Other professions are adopting blogging as a communication platform.

While students will likely make up the most of bloggers; in the future as these students become professionals, expect to see a widely connected group of influencers emerge in the future. This will put greater emphasis on low-cost shared information; and will likely push quality of information as well – web savvy users can vote with clicks the content that appeals, which will reduce the attention commercial focused messages in exchange for community supported content.

在博客使用者中,学生群体依然是最主要的使用者,其比例占到了55.0%,在一定程度上说明学生群体比普通网民更为偏爱博客应用。2007 年的专业技术人员占到被访者的 17%,为除学生以外第一大博客应用群体,这应该与互联网与其职业特性存在一定的相关性有关系,本次调查中,博客的应用群体职业分布更为均衡,计算机/互联网/通信/电子类专业技术人员占到7.0%,比2007年的比例略有下降。