Adopted from ADMA Digital Marketing Yearbook 2010 Just as being conjectured before, WOMM (Word of Mouth Marketing) becomes the most important & effective approach for branding campaign in China, maybe also around the whole world.
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 [...]
From Synovate China Media Atlas; channel preference of higher income’d Chinese. Higher income’d Chinese tend to prefer Internet channels vs. all other available channels. While outdoor and TV are strong, expect offline channels to lose ground to digital communication medium; primarily due to low-cost and easy access vs. other channels.
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 Taobao.com eating up about 75% of [...]
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 [...]
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 [...]
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 [...]
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 [...]
From R3 Beijing; source: QQ Sohu had just launched a group shopping site – tuan.sohu.com, 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 [...]
From Synovate China Media Atlas; activities after online communication. Once communication occurs through online channels, Chinese will tend to search the web first; alluding to the importance of word-of-mouth and presence across a great number of Chinese websites to create positive impression and suitable information to information seekers.
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.
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.
From Synovate China Media Atlas; measurement of China’s top portal popularity by city tiers. Tier1 and Tier3 cities lead the pack in internet usage across China’s major portals.
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。
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。
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: The number of bloggers is increasing Other professions are adopting blogging as a communication [...]
Comparing 2007 to 2009, China’s bloggers are spending more time online. Those spending 2 hours rose by 12.8% and those spending 4 hours online rose 11.3%. As China’s bloggers become more intertwined via networks; they become more engaged with creating and distributing content. 对比 2007 年中国博客市场调查报告，在本次调查中，博客使用者上网时长在两小时以上的占到了66.8%，同比增长了12.8%；其中每天使用网络达四个小时以上的占到了 45.3%，同比增长了11.3%。这说明博客作者对网络的依赖程度进一步加深，网络已经渗透到大多数博客作者的生活、工作当中，部分用户已经属于网络的重度使用者。
Great visual of China’s population by cities; via chinfographics.
Blog Reader Scale in Blog Users From CNNIC’s survey, an astounding 96.6% blog authors read other people blogs. Through figures calculation, the blog reader scale among blog authors has reached 174 million. Blog authors are clearly more responsive to their fellow bloggers. Seeing as around 50% of Chinese internet users blog; that means the flow [...]
It’s important to understand the difference between Chinese internet habits and those of the West, especially for brands entering China. The chart below, by BCG, shows several key consumption differences between China and the US; differences that lead to completely new strategies to connect with Chinese audiences. Key elements here are the greater emphasis on [...]
Where is China’s digital space going, and where has it been? According to BCG In 2007, we’ve seen huge growth in the adoption of digital devices across tier 1-5 cities. However that’s not where the opportunity lies; predictions predict that China’s rural masses will form the backbone of the next wave of digital adoption. This [...]
McKinsey Quarterly recently published an article on China’s Internet obsession; with the country’s 60 biggest cities spending 70% of their time online, and in smaller towns, that number is around 50%. This is due to China’s cultural proclivity to use the internet for entertainment like playing online games, downloading music, shopping, etc rather than for [...]