Tag Archives: China
The never ending quest for new sources of insight.
Chinese Consumers Prefer Neutral Social Media Channels.
From Roland Berger Strategy Consultants and CIC: Due to the worry that “negative posts will be deleted” on official company sites leading to failure to express their opinions freely, China consumers prefer to use the third party BBS for objective discussions about the product they are going to purchase or they have already owned.
Major vs Minor China Social Media Networks.
This illustration is chosen from Nielsen‘s APAC Social Media Report (June, 2010): The 4 dominators are colored brown and they are: BBS section, including mop.com, bbs.sina.com.cn, tianya.cn, bbs.qq.com, club.sohu.com; Social Network section, including kaixin001.com, renren.com; Blog section, including blog.sina.com.cn, blog.sohu.com, hi.baidu.com, blog.hexun.com; Microblog section, including t.sina.com.cn, digu.com, t.sohu.com, t.qq.com.
13 Top Social Media Activities of Chinese Netizens.
A graph from Frands Report from OgilvyOne Worldwide: It is obvious that China’s netizens spend a lot of time and energy on the aquisition of information. The second is to communicate with friends and search for news. The graph above gives an excellent view of China netizen social media activities.
The Buzziest Brands in China Social Media.
Picked up from Edelman‘s China Digital Brand Index: During the period of 2010 FIFA World Cup which has helped drive a record of amount of social media traffic, Samsung worked with 3 major portals including Sina, Sohu and Tudou.com to launch social ads and initiate online competitions. As a result, Samsung became the buzziest brand [...]
Trust in Social Media Channels in China.
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.
Evolution of China Social Media (1994-2010).
Selected from Roland Berger and CIC Strategy Consultants’ Chinese Consumer Report 2010: China netizens prefer to share their reviews or experience through internet in recent years, and they have changed from discussing simple topics, to becoming active participants in all things digitally social. From discussing topics through BBS, to discussing their lives on IM, and expanding [...]
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 [...]
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, [...]
Top Activities of Chinese Netizens; based on Income Level.
From Synovate China Media Atlas; Chinese activity by income levels. Upper income leveled Chinese lead digital engagement; with top information searched being financial this gives insight into China’s psychographic priorities.
![Hu Yanping, with the Data Center of China Internet (DCCI), gave a speech at a forum held in Beijing on Thursday. [Qiang Xiaoji/chinadaily.com.cn]](http://www.resonancechina.com/wp-content/uploads/2010/07/chinadaily.jpg)
Chinese Netizens Create 50.7% of Total Internet Content.
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 [...]
Rich Chinese Prefer the Internet vs. Offline Channels.
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.
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 RenRen.com (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 [...]
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 Taobao.com eating up about 75% of [...]
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 [...]
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 [...]
Nielsen Asia Pacific Social Media Report.
Nielsen’s recent social media report release gives great insight into the region; but let’s focus on China specifically. Some of the key elements to note; of which we’ve discovered through our own campaigns; is that BBS’s dominate China social media, and this is where buzz campaigns and engagement are typically generated. Looking deeper; social gaming [...]
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 [...]
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 [...]
R3: Sohu China Portal Launches Groupon Clone.
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 [...]
Rich Chinese Netizens Believe Baidu over their Families.
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.
Chinese Netizen Reliance on Internet Word of Mouth.
Before Chinese netizens purchase products, do they go online to check what others say? According to CIC they certainly do. Topping the list are mobile phones; followed closely by consumer electronics. Seeing as how mobile phones are owned by everyone (thereby more people searching/reviewing), as well as how China’s youth identify with their phones as close friends, it’s no [...]
China Social Media Usage by Income Level.
From Synovate China Media Atlas; social media usage of China’s netizens. Chinese tend to spend more time meeting new people than maintaing current relationships. Higher income’d netizens tend to be the most social; and have access to digital tools in which to be social with.
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.
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.
China’s Top Digital Portals by City Tier.
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 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 [...]
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。
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。
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: The number of bloggers is increasing Other professions are adopting blogging as a communication [...]
China’s blogger advocates increase intensity.
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。
The power of China’s blog networks.
How does blogger information spread across the web? 47.1% of respondents visit other blogs through blogroll links; 43% blog find others through search. Web peer recommendations accounted for 40.4%. This is important; as we see networked blogs increase in popularity quickly vs. their non-networked brethren. 37.2% of respondents browse blogs by friends’ recommendation. 28.8% traffic to blogs comes through [...]
96.6% Chinese bloggers engage with other blogs.
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 [...]
China digital social expression.
The drive to express online is a central motivation for the Chinese. Due to China’s strong censorship and control of traditional media, the internet becomes a major destination to receive balanced views, see how others think and react to events, and share and express one’s individuality. The above stats from BCG show how social China’s [...]
Chinese Internet Habits vs. the US.
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 [...]
China digital statistics, 2007-2015.
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 [...]
SNS in China; cultural secrets of success.
From Techcrunch; China social media site analysis; business process distinctly different from the West. Taking cues from China’s massive internet base, as well as Chinese online culture, local players have not only dominated the China social web, but thrive and prosper. This gives us insight into how to interact with Chinese on the social web; looking at massive population, [...]
Chinese spend 70% of leisure time online.
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 [...]
