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Opportunities For Retailers And Brands | Online Shopping

China’s FMCG online consumption expected to grow 15% in 2025

Kantar Worldpanel released a report titled “Accelerating The Growth of Ecommerce In FMCG” which highlights the growing importance of ecommerce and identifies categories global consumers prefer to purchase online. The chart shows China ranking second only to Korea in attaining the highest online market share. China’s FMCG online consumption is predicted to grow to 15% in 2025 from only 2.6% in 2014. FMCG products such as diapers and infant milk powder have become the items most purchased online as Chinese consumers pay more and more attention to parenting products. Check out our Coca Cola report to see how FMCG brands win in china. [Kantar Worldpanel]

Opportunities For Retailers And Brands | Online Shopping

 

凯度消费者指数发布了一篇名为“加速布局电商渠道在快速消费品市场的增长-2015”的报告,聚焦在电子商务增长的重要性以及全球消费者更愿意在网上购买什么种类的产品两方面。这张表显示了中国是在线市场份额排名第二的国家,且预计中国的快消品在线市场消费将会从2014年的2.6%增长到2025的15%。不意外地,当消费者越来越重视育儿及母婴产品的同时,尿布和奶粉已成为中国消费者在线购买最多的快消品类。在昵称瓶后,可口可乐又推出了歌词瓶,通过扫描瓶身上的二维码,用户可以在社交媒体上分享歌词。[Kantar Worldpanel]

Mobile Marketing Dominance- Mobile Video

Mobile Marketing Dominance: Mobile Video Marketing Takes the Cake

A recent infographic post by YIELDR, shows tremendous opportunity for mobile marketing growth. The US and China top the charts respectively for the projected Top 10 mobile advertising countries by 2018. The infographic reports that the worldwide mobile ad industry has grown by 34% since 2014 as compared to desktop advertising which only grew by 11%. Mobile video is one of the fastest growing segments of digital advertising. This year it attracted $2.6 billion USD in digital advertising expenditures, an increase of 70% since last year.

Mobile Video ad spending is expected to reach $3.94 billion in 2016, an increase of 50%. iResearch’s 2015 China Online Advertising Report found that China’s total online video ad revenue grew 55.1% to RMB 15.2B in 2014, due to the explosive growth of mobile video viewership which rose 83.4% from January to November of last year. With Chinese snapchat-like smartphone applications such as Meipai, which reportedly has 100 million users, the future of Chinese Mobile Video Ad expenditures is looking bright.

Following this user-generated “selfie” trend, Resonance has published a report on Beats By Dr. Dre’s Solo Selfie Campaign which combined social media and ecommerce by successfully engaging China’s youth through a number of Chinese social media platforms and user-generated brand-related creative content. [Yieldr]

Mobile Marketing Dominance- Mobile Video

近期由YIELDR发布的数据报告向我们展示了全球移动市场持续成长的巨大机遇。如图所示,预计到2018年,美国和中国的移动端广告总量将会是全球之最,也说明自2014年起,当电脑端广告增长了11%的同时,移动广告产业增长了34%。以内容来看,移动端视频内嵌入的广告已成为数字类别中增长最快的部分之一,预估明年移动视频广告支出将会达到39.4亿美元,同比增加了50%。自2014年,今年数字广告支出增加了70%,并吸引了26亿美元的资金。艾瑞咨询发布的2015 China Online Advertising Report说明,国内在线视频的广告收入增长了55.1%,达到152亿元人民币 。随着移动端在线购物人群比例增加而带来的收入呈爆炸性的成长(去年1月到11月)的同时,据说拥有一亿用户的中国智能手机应用程序美拍,预示着中国的移动视频广告前景一片光明。

随着用户自发的“自拍”热潮,Resonance发布了一篇关于Beats by Dr. Dre Soloselfie项目报告,该活动通过一系列中国的社交平台让年轻群体参与其中,同时利用与品牌相关的原创内容,成功地把社交媒体和电子商务结合起来。[Yieldr]

The Most Popular B2C Weibo Accounts_v1

XiaoMi Mobile Tops The Charts For B2C Ecommerce Accounts

Weibo Data published a list of all B2C ecommerce accounts, ranking them based on their amount of influence in the digital sphere. The criteria used for the ranking included level of activity–i.e. frequency of posts, distribution network–how far their messages travel and whether or not they reach their target audience, and width of coverage–how many and what kinds of topics are covered.  Hands down, XiaoMi Mobile tops the charts due to its diverse posts, its successful collaboration with KOLs, and enormously high standing among netizens, including a strong support network from its own internal employees. Xiaomi is often considered the “Apple” of China and has a cult following amongst its users.

In order to reach out to more netizens, XiaoMi has not only built up and customized its Weibo and WeChat accounts (100+) to cater to netizen needs and expectations, it has also established strong social communities within their earned social channels, such as Qzone and Weishi, as well as having their own BBS.

As mobile Taobao and mobile Tmall make up 84% of China’s total mobile shopping sales for the first quarter of 2015, XiaoMi’s Tmall flagship store has successfully become another official ecommerce channel aside from its official website. [Weibo Data]
The Most Popular B2C Weibo Accounts_v1

微报告发布了一份根据B2C电商微博号的发展报告,排名各大电商网站在微博的影响力。评分的依据包括帐号的活跃度、传播力以及覆盖率。 小米手机以多种多样的文章、与KOL的成功合作、在群众心中享有较高的声誉及包括来自公司内部员工的强力支持,轻而易举的成为冠军。小米长久以来一直被视为中国的“苹果”并且有大批狂热的追随者,所以为了迎合更多的消费者,小米在微博、微信以及品牌自身的BBS论坛之外,还建立了强大的互动社区,如QQ空间及微视。在2015年的第一季度,当移动端的淘宝和天猫的成交总额高达3,623亿人民币,并占了全国移动购物额的84.5%的同时小米的天猫旗舰店也为他们的消费者带来另一个官方电子商务渠道。[Weibo Data]
Which China social media platforms do brands invest in on Mobile

WeChat, Qzone and Weibo dominate brand mobile budget spending

DCCI, a Chinese internet data monitoring center, published 2015 China Internet Marketing Trend Report covering the favored ad partners and the social platforms brands invest most. As Tencent’s WeChat becomes the most popular social app to Chinese audience, brands are increasingly learning to approach their target groups on WeChat via ads on Moments while QQzone still remains as the top choice for PC-end users. On the other hand, Sina Weibo functions as a valuable tool for brands to connect with affluent China consumers through engagement and key opinion leaders. Tiffany & Co., an outstanding American jewelry brand, shows how to successfully connect social followers between Sina Weibo and WeChat by inviting local influencers to boost the campaign performance. [DCCI]

Which China social media platforms do brands invest in on Mobile

互联网数据中心,是一家中国网络数据监测中心,发布了2015年中国数字营销趋势报告,囊括了最受欢迎的广告合作商和品牌投资最多的社交平台。承接腾讯QQ空间在PC端的高受欢迎程度,其旗下另一产品–微信,已成为中国最受欢迎的社交应用,越来越多的品牌通过在微信朋友圈,瞄准移动端目标人群并发布广告 。另一方面,通过有奖转发的机制和与KOL合作,新浪微博仍为品牌与众多中国消费者建立联系的有效工具蒂芙尼(Tiffany & Co.)作为一流的美国珠宝品牌,向我们展示了如何通过邀请本土的社交网络红人助推活动,成功地在新浪微博和微信上与粉丝建立联系。[DCCI]

mobile ad purchase intent

Mobile ads have highest impact on purchase intent in China

mobile ad purchase intent

OMD’s recently published Dive Mobile report analyzes consumer sentiment towards mobile advertising based on a survey of 450 respondents across seven first through third-tier cities. Overall, Chinese netizens were annoyed by mobile advertising (89%), but overwhelmingly saw the necessity for their placement (94%). With marketers increasing their mobile spends on the mainland, the report provides valuable insight into consumer desire for ads containing practical information while they access their smartphones on the go. Mobile ads may very well be worth the investment as consumers ranked it as the most influential advertising platform for purchase intent (38.7%), ahead of PCs (30%) and tablets (23%). WeChat minisites (weizhan) may provide an ideal platform for brands to provide practical information and utility to consumers – a great example of which can be found in Adidas’ group-fitness WeChat tracking app, launched in support of their women’s activewear line. [OMD]

浩腾媒体发布的中国社交媒体调研报告DIVE SOCIAL,分析了消费者对于移动端广告的购买意向。此调研来自于450位遍布一、二、三线城市的网民,其中有89%的受访者表示对移动端的广告感到厌烦,却有高达94%坦承移动广告是不可或缺的。在eMarketer点出中国移动端广告消费投入的高涨时,这项研究结果说明了对消费者有意义的移动广告是能达到预期效果的。综观来说,有38.7%消费者最容易被智能手机上的广告所吸引、30%来自于个人电脑及23%源于平板。在微信快速发展并融入消费者生活的今天,微站不仅仅提供了消费者有用的信息,更为品牌主们建立了一个理想的沟通渠道。以阿迪达斯为例,阿迪达斯为成功打入女性受众团体,大力邀请田馥甄做为其Adigirls的代言人,并创建Adigirls微信号(微站),为女性消费者贴身打造一个以健身为目的交流平台。[OMD]

wechat_moments_advertising_consumer_preference

China consumers voice their preferences for WeChat Moments ads

wechat_moments_advertising_consumer_preference

Tencent’s Business Analysis Group has recently released data and insights derived from a survey of 6,215 users about sentiment towards advertising on WeChat Moments – coinciding with the recent launch of their sponsored in-feed advertising product. Advertising on Moments will be a huge boon for as it will immediately address the primary challenges marketers face on WeChat, allowing them to reach large, targeted audiences and capture meaningful statistics for ROI analysis. The good news for brands is that Chinese consumers appear aligned with marketer’s goals as they seek advertising that is relevant, engaging, and which will lead to attractive conversion opportunities. [Tencent]

  • 23.8% prefer ads relevant to their personal interests
  • 23.3% prefer ads for promotional activities
  • 22.7% prefer ads with coupons or vouchers
  • 18.5% prefer engaging ads from leading brands
  • 13.1% prefer ads with O2O promotions
  • 12.7% prefer ads promoting WeChat official accounts
  • 5.2% prefer promotional sales ads from ecommerce sites
  • 3.6% prefer ads recommending mobile apps

配合微信刚推出的朋友圈广告投放功能,腾讯企鹅智库收集了来自6,215位微信用户对于朋友圈广告投放的态度调研,并发布了最新数据与分析。朋友圈的广告投放预估能带给品牌方更大量的目标客户人群信息传播,并获取投资回报率进而分析有效数据的巨大潜力。值得庆幸的是,中国消费者们在寻求具有相关性与互动性的广告同时,与营销者们投放广告最终目标的不谋而合将激发出更多消费者与品牌交流的机会。[Tencent]

调研表明:

  • 23.8%的用户希望收到与自己相关的广告
  • 23.3%的用户希望收到可参与优惠的活动广告
  • 22.7%的用户希望收到可领微信红包的福利广告
  • 18.5%的用户希望收到优质的大品牌主广告
  • 13.1%的用户希望收到生活服务类O2O广告
  • 12.7%的用户希望收到微信公众号推广广告
  • 5.2%的用户希望收到购物指导类电商广告
  • 3.6%的用户希望收到应用推荐下载类广告

 

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China digital ad spending to top $30b this year surpassing the rest of APAC combined

Breakdown of digital ad spending by country in Asia Pacific for 2014-2018

This chart from GO-Globe’s infographic entitled “Online Advertising in Asia Pacific – Statistics and Trends” shares some forecast figures for the digital ad market in the region over the next four years. China was already the largest digital advertising market by a wide margin in 2014 with $23.7b in spending, outpacing Japan in second place with $9.07b. China digital ad spending is on pace to grow 30% this year to $30.81 due in no small part to the explosive growth in China’s mobile advertising sector which will contribute almost $8b alone in 2015. [GO-Globe]

GO-Globe发布了亚太地区线上广告支出数据图“Online Advertising in Asia Pacific-Statistics and Trends”分享了对未来四年的一些关于数字广告市场的预测。2014年,中国以237亿美元作为最大的数字广告市场,远超排名第二的日本90多亿,伴隨著中国移动广告蓬勃發展的支持下,今年的线上广告支出预计将以30%的增幅到达308亿美元,其中手机端的广告将贡献近80亿的支出。[GO-Globe]

resonance_media spend 2015

China online advertising to grow 33% in 2015 fueled by ecommerce spending.

resonance_media spend 2015

This chart from GroupM’s “This Year, Next Year: China Media Forecasts,” captures media spending trends for this year and 2015. Overall, total media spending is projected to increase 11% in 2015 to reach RMB 525 billion which reflects an uptick in consumer confidence compared to 9.8% growth in 2014. Not surprisingly, Internet spending will see the largest increase in spending next year at 33%, with the largest proportion of budgets going to search ads on ecommerce websites – which reflects their emergence as a primary starting point for the online consumer journey. [GroupM via Kantar]

這個來自GroupM 發佈的“今年,明年: 中國媒體的預測”中的圖表摘要了中國媒體今年和2015年的消費趨勢。合計的媒體消費預計將在2015年增長至11%達到525億人民幣,反映了消費者信心的增加相較2014年9.8%的增長率。互聯網消費將會在接下來一年增長至33%, 其中電商網站的搜索廣告佔據了互聯網消費的最大比率,此跡象表明了媒體著重于在綫消費者歷程的起始點。[GroupM via Kantar]

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Which mobile advertising formats are the most effective in China?

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This infographic created from PwC’s recently published report “Mobile Advertising in China,” highlights the differences in global consumer preferences when it comes to interacting with brands on mobile platforms. When compared to the U.S. (12%) and the U.K. (20%), video was the preferred ad format by a wide margin in China (36%), reflecting Chinese consumers’ adoption of smartphones as a “first screen” for the consumption of premium content that is almost always ad-supported. Coupons follow close behind as a preferred ad format and speaks to Chinese consumers’ affinity for value as well as their willingness to make purchases through their smartphones. [PwC via Campaign Asia]

普华永道中国在2014年5月发表了移动广告在中国的调查报告,数据显示移动广告方面左右消费者偏好的基本因素。跟英、美两国相比,对中国消费者而言,视频(36%)及优惠券(33%)这两种形式的广告投放显然是最受欢迎的移动广告方案,这归功于中国手机用户的高值黏度及移动端消费的习惯。[PwC via Campaign Asia]

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WeChat, O2O, and Social CRM at the forefront for China digital marketers in 2014.


Digital-Marketing-Tools-Awareness-in-2014-1

This chart generated from the 2014 China Digital Marketing Report published by Hylink Digital Marketing Research (HDMR), captures the views of 30 China marketing professionals surveyed about the current digital advertising environment. WeChat’s impact is readily apparent as the platform attracting the most attention in 2014, but also of note is the rising importance of O2O and social CRM. As Weibo crests in popularity and effectiveness, WeChat has shifted brand’s focus towards creating a 1-to-1 relationship with consumers and driving consumers to increasingly immersive offline experiences and conversion opportunities. [HDMR via China Internet Watch]

华扬数字营销研究院访问了国内的30位广告高管,以期了解中国数字化 广告的发展情况。不出所料, 微信已获得大多数广告主的青睐, 以作为线 上线下的连接窗口以及一对一的客服中心。[HDMR via China Internet Watch]

resonancechina_Internet company's ad revunue comparison

Baidu dominates China online advertising market.

From Tech Web: China Venture has released an online marketing report which is based on the published data of Chinese majority listed Internet companies. Checking the infographic we will see that among the listed companies, Baidu’s ad revenue tops and the amount is much more than the others; meanwhile, the increase speed also keeps relatively high. The amount of Tencent has been ranked as 3rd place, but we notice that the ad revenue has only occupied 8% of its total revenue (check the smaller chart) while ad revenue of Baidu equals 99% of the total revenue. Though the amount of Qihoo360 is only 26 million USD, its increase speed is the highest.

来自Tech Web:金融信息服务机构投中集团根据国内主要互联网上市公司公布的财务数据制作了一份互联网广告市场的分析报告。图表表明,在所有列出的互联网公司广告收入中,百度占据首位,且其数额远远超过其他公司,增长速度也不弱。腾讯的广告收入位居第三,但是我们发现广告收入只占了腾讯总营收的8%,而百度的却占了总营收的99%。奇虎360的广告收入额虽然只有2600万美元,但其增长速度确实所有公司中最快的。

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.