After Alibaba declared the first week of August “Cashless Week”, followed by WeChat naming August 8th “Cashless Day” and this entire month “Cashless Month”, a new research was published to illustrate how mobile payments are becoming a part of Chinese people’s everyday life.
Check out some of the key insights:
1. Mobile payments have skyrocketed in 2016.
2. Young people (especially women) are leading the cashless trend.
3. Chinese people have almost no money in their wallet -- and they don’t care.
4. Geographical differences are small, but rural-urban divide is still an obstacle.
5. Mobile payments have conquered the service industries.
6. Social credit systems are here to stay.
Click here to read more: https://goo.gl/rHM8oN
Kantar Media recently released their annual Chinese Social Media Landscape. This year, they have identified 5 major trends that’s shaping social media in China and around the world.
Let’s take a look at it below:
1. Social business is the best way to enhance engagement between brands and consumers.
2. Consumers are now less focused on price, but more on personalized products and overall shopping experience.
3. Users prefer consuming entertaining and humorous content over formal forms of content.
4. Due to their influence, KOLs have become one of the top priorities for brands to increase sales.
5. With technological advancements in AR, VR, and AI, brands are adapting their strategies to bridge the gap between the platform, brand, and consumers.
Click here to read the full report: https://goo.gl/TBZFHD
Source: Kantar China Insights
It shouldn’t come to a surprise as WeChat remains the most popular and influential social media app in China, according to Kantar’s 2017 Social Media Impact Report.
- WeChat continues its dominance, while Weibo is making a comeback with younger users.
- WeChat received the highest satisfaction rating at 83.5%, followed by life servicing review apps/sites such as Dianping and Ctrip. Dating social network sites were the least used and least satisfactory.
- Papi Jiang (Papi酱) is the No. 1 social media key opinion leader according to Kantar Media CIC’s Enfluencer Radar.
Click here to read the full report: https://goo.gl/f61u58
Source: Kantar China Insights
As we’re half way through 2017, let’s take a look at some of the new opportunities and marketing trends emerging from the Chinese market.
1. Lower-tier cities are booming.
2. Virtual Reality (VR) is getting more and more popular.
3. Live streaming has become a major trend in China.
4. Luxury goods will rebound.
5. Domestic travel within China is on the rise.
6. Cross border e-commerce will continue to grow thanks to an increase in disposable income, lower cross-border taxes and bigger demand for high quality and authentic products.
7. Domestic brands become more popular eating into the market share of foreign competitors.
8. WeChat will become even more powerful as services become more integrated.
Click here to find out more: https://goo.gl/mUUrT3
Source: Marketing to China
We’ve been hearing this buzzword in the marketing circles for a while now and for a good reason. By harnessing the power of Big Data and applying it to digital advertising, it has the potential to change the way we buy and selling advertising forever. Take a look at what the future holds in store:
Ubiquity – pretty soon, programmatic is going to be everywhere.
Getting personal – advertisers can leverage data to make ads more tailored to individual users.
Programmatic on the small screen – programmatic isn’t just limited to the web, it will soon make its way onto TV screens.
Click here to find out more: https://goo.gl/y5d3oS
Besides AR, Chatbots is another hot topic in digital marketing this year. They are especially useful for retailers as they offer a smarter and more efficient way to boost customer engagement. Why retail? Chatbots come close to replicating in-store experience, where you’d tell the shop assistant what you’re looking for and they take you there and then ring up your purchase. Similarly for customer service, Chatbots can be programmed with responses to FAQs, providing front line support for simple queries.
So which Chatbots are out there, and what retailers are using them for?
Click here to find out more: https://goo.gl/P9oPEq
Over the past few years, augmented reality has become one of the hottest topics in marketing. With the viral success of Pokémon Go in 2016, everyone has suddenly began talking about the possibilities of AR, and now it looks like it might be the next big trend in social media.
Here are a few broad categories of AR apps which are particularly useful and do well in marketing:
Virtual Showrooms – Google’s Tango AR platform has a 3D mapping and physical space measurement capabilities which can be applied to a virtual showroom experience.
Location-based Apps – Wikitude World Browser is a location-based AR app that integrates with sites like Wikipedia, Google Places, and TripAdvisor to find information about places nearby.
Additional Content AR – Blippar is a visual search and discovery app that allows users to detect faces of famous people and get access to information about them. Layar is another AR app developed by Blippar which specializes in AR experiences for interactive print materials.
Click here to read more: https://goo.gl/MFkQxz
Doing digital marketing in China is not as hard as you think - look at these four strategies to unlock your opportunities in China! https://goo.gl/SpMVzA
A recent study conducted by GroupM on mobile wallet usage amongst Hong Kong individuals aged 18-54, who used a smartphone in the past 12 months, saw that two-thirds of the population are currently mobile wallet users and many of them are millennials.
The results indicated a positive outlook on the growth in mobile wallet usage as close to 60% of current users expressed that they are likely to use mobile wallet more often in the next 6 months, while one-forth of non-mobile wallet users showed high interest in exploring mobile wallet.
To attract new mobile wallet users, businesses can look at bank and merchant incentives like discounts and cash rebates. More than 5,000 retail locations are accepting mobile wallet payments now. Enhanced point-of-sales payments can further provide efficient and seamless shopping experience for consumers.
Click here to read more: https://goo.gl/jvZLye
Aiming to streamline the programmatic processes, tasks and platforms, the Interactive Advertising Bureau (IAB) recently released a whitepaper, “An Evolving Framework for Advertising Automation”, to create clarity around programmatic functions and encourage meaningful conversations among buyers, sellers, and technology vendors. In issuing the report, IAB aims to shift the discussions about “programmatic” to “automation”. It identifies 5 key steps in the automation life cycle: plan, decision, transact, deliver, and optimize, providing a buyer and seller perspective to look at the distinct technologies each party needs to use. In addition, the report offers insights on transparency, data quality, inventory quality, brand safety, ad effectiveness and marketing intelligence, user experience and organizational alignment and staffing.
As marketing and advertising technology continues to improve and impact our industry, it’s important to understand the process and language to get us prepared and stay ahead of the game.
Click here for the full report! https://goo.gl/j6Bxp2
Millennials are the biggest spending generation and also most diverse. Brands are constantly looking for ways to touch the hearts of these millennial customers and convert them from a “liking” relationship into “devoted” relationship with brands. How can brands connect with these millennials?
They first need to understand the characteristics and buying behaviors of millennials in order to create integrated solutions to engage them. A recent study by ICLP reveals what millennials value most from brands and provides insights for retailers on how to foster closer connections with this generation.
Here’s how you can connect with millennials:
1. Use social media channels to interact and engage with consumers.
2. Blend in educational content with promotional offer that are relevant to their interests instead of aggressively selling to them.
3. Establish an authentic approach to create content and win their trust.
Click here to find out more! https://goo.gl/xfwLu8
In an attempt to gain traction in China’s short video market, Weibo recently introduced a Facebook Stories look-alike feature called Weibo Stories. Following the footsteps of Snapchat and tapping into the trend of ephemeral posts, Weibo Stories very much focuses on the moment, and photo and video sharings with followers will disappear after 24 hours. Discover the best ways to reach your audience as their perspective on social media are changing!
Click here to find out more! https://goo.gl/KHM6DJ
Facebook has evolved to not just a platform about connecting people, but also about bringing brands closer to their audience.
Here are some of the best ways to take advantage of Facebook marketing in 2017:
1. Create short and appealing video content. Don’t forget to add captions.
2. Embrace spontaneous creative movements through live streaming.
3. Use Pages for customer service. Responsive and good communication are critical.
4. Target your audience. Reach is not always important on Facebook if it is not relevant enough to lead to further actions.
5. Blend personalization with increased reach by reaching new people who are likely to be interested in your brand.
6. Carousel Ads help brands tell stories, become more interactive and flexible. It is especially useful when trying to promote multiple products.
7. Stories highlight a new type of content that focuses on the moment rather than a longer plan.
8. Turn your smartphone cameras into an AR platform.
9. Messenger Bots facilitate customer service by providing quick answers to common questions, accepting orders, or sending the latest news.
Click here to read more! https://goo.gl/xQ8uaC
WeChat’s dominance in China should not be news to anyone. Over the years, WeChat has evolved from a simple messaging platform, expanding beyond a communication tool to include ecommerce, digital payments and online wealth management. What value will WeChat’s 889 million monthly active users and 10 million+ official accounts bring to your business in 2017?
Check out the 4 key insights from their recently published 2017 WeChat User and Business Ecosystem Report:
1. Users are spending more time on WeChat
2. Users' willingness to pay for content
3. Miniprograms have yet to catch on
4. WeChat makes a bid for the workplace
Click here to find out more! https://goo.gl/7J3AF3
Trustdata recently released their 2017 Q1 Mobile Industry data report for China.
1. Out of the top 20 apps, 18 of them belong to BAT, with an exceptional rising independent news app 今日头条.
2. Tencent Video surpasses iQiyi to be the number 1 video
platform in Q1.
3. Live streaming remains strong, with 映客直播 coming out on top.
4. Mobile banking reaches a peak during CNY, as banks are closed during the Lunar New Year holidays and increase usage of hongbao exchanges.
Read more: https://goo.gl/HPaS2K
To understand the future of e-commerce, we should look east instead of west. China has already overtaken the USA to become the largest e-commerce market in the world, making them the market to watch and learn from when it comes to doing e-commerce.
Here are 8 key trends to look out for:
1. E-commerce is not a first-world phenomenon
2. Social is the soul of e-commerce
3. Battle of the e-giants
4. Shopping experience over pricing
5. Main street vs marketplace
6. Mobile commerce eats desktop commerce
7. China sets the innovation bar
8. The future is frictionless payments
Click here to read more! https://goo.gl/POghTP
How to increase sales in China via Social Media?
The question every marketer asks, and here’s a case study to demonstrate the power of social commerce.
Givenchy teamed up with Tao Liang, better known as “Mr. Bags”, a 24-year-old Beijing based blogger who is regarded a fashion guru by a devoted group of Chinese luxury buyers, on Valentine’s Day to promote a limited edition pink version of their Horizon handbags.
These were sold exclusively on WeChat to his followers. 80 handbags, priced at over US$2,170 each were sold out almost instantly. Payments were made via the WeChat store. The exclusivity of the product sparked interest whilst the power of this fashion sensation’s personal recommendation instantly created viral trends.
In this digital era of social commerce, the impact of influential opinion leaders is starting to take precedence over traditional marketing strategies in China as brands realize they can tap into highly engage communities built around online celebrities, presenting huge opportunities for brands who can now benefit from a more developed cross border ecommerce growth in China.
Click here to read more! https://goo.gl/kL4exx
WeChat quietly launched WeChat Index last Thursday, a tool integrating search and browsing behavior data on WeChat and Official Accounts to provide users with trends and insights on the platform.
Users are able to view the total number of times the word has been used in the app over the past 7, 30, and 90 days. Data is generated from articles published WeChat public accounts, user searches, and content posted by users on their Moments.
This tool will help advertisers understand the real-time social issues and public topics that users are paying attention to and help marketers make appropriate advertising decisions and monitor the effects by analyzing users’ interests.
Click here to find out more! https://goo.gl/73RXkB
What are likes worth?
A recent study conducted by academic researchers at Tulane University concluded that Facebook “Likes” don’t work the way most brand managers think – likes alone don’t drive purchases. The results suggested that Facebook Pages are most effective when they are used as a form of advertising rather than as a platform for only social interactions. If companies want to convert social media fans into more active cosumers, they have to engage them with advertising.
Although content is still King, don’t forget that distribution is Queen.
Click here to read more! https://goo.gl/7Sg48d
How to Reach Chinese Travelers on WeChat?
Chinese travelers remain the world’s top spenders in tourism and have increased sales within the luxury market across Europe, USA, and Australia.
Key strategies to take into consideration for Brands abroad:
1. Set up location based services (LBS) for overseas stores
2. Utilize QR codes to enable offline recruitment of users from overseas stores
3. Set up WeChat payment in stores abroad
4. Targeted communication towards outbound travelers – see, listen, and understand users’ social data
Click here for more details! https://goo.gl/PJBnXT
Not all is forgotten with Sina Weibo... yet. It recently has pulled a rare comeback in this fast-paced social media world. Click and read more.
Here is a quick round up of interesting facts that kicked off this year’s CNY:
1. Overall retail sales see strong growth
2. Holiday shopping continues to shift online
3. Travelers are on the move
4. Mobile Internet continues to dominate
5. Digital hongbao exchanges set new record
Consumer spending power is still strong in China and as they start to ramp up online purchases with ease, it opens doors to more ecommerce opportunities.
Click here to read more! https://goo.gl/pt6DJL
For all you coffee lovers, Starbucks has partnered with WeChat to launch a new social gifting feature called “用星說” (Say it with Starbucks) in China to create more digital connections with Chinese consumers.
With the “用星說” feature, WeChat users will be able to select from a list of preset Starbucks gifts from the Starbucks China Official WeChat account, pay for it using the built-in Wallet function, add a personalized text, image, or video message, and send it off to their friends. Once the gift is received, it will be saved in the recipient’s WeChat app and can be redeemed at any Starbucks store in China.
This feature cleverly leverages on the 846 million reach of WeChat and the popularity of social gifting in China. Chinese locals are already accustomed to gifting on WeChat and it has become part of their cultural and lifestyle habit. This is the beginning of exciting opportunities for brands to create deeper and more meaningful interactions with their consumers -- reaching out to become part of their lives, celebrating important holidays and moments together. It is also a strategic move allowing marketers to complete the consumer journey from online to bringing them offline for in-store experience and ultimately driving sales and purchase.
Click here to read more! https://goo.gl/DBxByn
Hope you’re all excited for CNY holidays, and just in time are some fresh CNY showcases of native video ads on WeChat Moments!
The new format combines a 6-15 second video with a full screen interactive inner promotion page. The inner layer sits within the WeChat environment and utilizes WeChat native functions to allow users to navigate seamlessly from the ad to the inner promotion page, making the browsing experience more spontaneous.
Click here to read more! https://goo.gl/XJcgS5
In WeChat’s annual report, they released a slew of data on their user profile and amazing insights into their behavior and what’s happening in WeChat, including travel behaviors and digital red envelope gifts.
Here are 4 key takeaways from the report:
1. WeChat growth rates are still strong
2. Younger users dominate WeChat
3. Red packets are not only for Chinese New Year
4. Tier 1 users are heading towards the US
Click here to read more! https://goo.gl/LevNUL