Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers
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Calvin Chan - VP of Insight, AdMaster Beijing Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.
Transcript of Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers
Calvin ChanVP of Insight, AdMaster Beijing
Understanding the unique behaviours and psychology of
Chinese consumers
The Social Media Nations
# of Registered Users
Facebook 1,150 MillionQQ 825 MillionSina Weibo 503 MillionTwitter 500 MillionWeChat 400 MillionGoogle+ 343 MillionLinkedIn 238 MillionV Kontakte 210 MillionLine 200 MillionRenRen 178 Million
Social Media Usage
Young people (aged 18-24) used SNS mainly for keeping in touch with old friends
People 35+ used blogs to obtain news & information, as well as share experience for product uses
People aged 25-34 liked both Weibo & WeChat while People 40+ preferred WeChat
When it comes to purchase decision, social media users are commonly influenced by their friends and colleagues
P18-24 P25-34 P35-39 P40+0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
22.4 24.731.7
20.3
28.1 30.3
38.5
28.9
56.559.9
63.5
50.848.8
68.1 67.3
57.8
83.6 81.975.0
66.4
6.9 9.1 6.7 8.6
Celebrity People w/ social status Relatives Colleagues Friends Strangers
Q: 请问在微博 /微信媒体网站中，哪个 /些人的信息会影响到您的购买决策？
Data source: AdMaster
Post 80’s 90’s
Mostly living in GuangdongLike entertainment
Sarcastic and showing off
Love Traveling but lack of
actions Passionate about Sports
Enjoy FreedomLocal
Profiles, Psychology & Behaviors of Chinese social media users
Which Paid Media helped drive better Earned Media?
Data source: AdMaster
Case sharing: Integrate Social Media with TV sponsorship for brand building or new product launch
• Case sharing: “I’m A Singer” significantly drove online buzz for “Wahaha Ge Wa Si”
Period of study: Jan 1- 17, 2013 (pre-show), Jan 18-Feb 17 (after broadcast)Data source: AdMaster
• Brand Awareness, Emotions and Purchase Intent obviously impacted by the popularity of the show
Using Social Media analytics to evaluate the TV campaign
Period of study: Jan 1- 17, 2013 (pre-broadcast), Jan 18-Feb 17 (after broadcast)
Data source: AdMaster
The Do’s & Don'ts when it comes to engaging with
Chinese Consumers
Case sharing (“not-so-good” example): “Instant Chicken” issue fired Consumer concern over KFC
• Starting from Nov 23th, the instant chicken widely spread through the social network. During the period, over 90% KFC related voices were about the issue;
• The issue exploded on Nov 23th, and kept alive within the following month which showed consumers’ major concern over this issue.
Data source: AdMaster
The rather “official” claim from KFC didn’t ease consumers’ concern. If brand didn’t show a very sincere attitude, the issue may ignite an even more negative crisis.
“Instant Chicken” issue fired Consumer concern over KFC
“New Coca-Cola branding?”
Selecting Top keywords from consumer responses to customize for the nickname bottles
“What a cute design!”
“Over 10 variations!”
“I want it!”
“Need the whole collection[all 24]!” “Creative new packaging.”
“So excited!”
Period: 2013.5.1 0a.m. – 2013.5.31 5p.m.
Case sharing: Huge turnout for Coke’s successful Summer Campaign
Data source: AdMaster
June 2013Coca Cola & Sina & Kuaishubao co-launched the “nickname bottle”
Weibo users had to tweet & @Kuaishubao to order a customized bottle for themselves
Results:Day 1, 300 bottles in 1 hourDay 2, 500 bottles in 30 minsDay 3, 500 bottles in 5 minsDay 4, 300 bottles in 1 min
Don’t miss out the last one mile - converting iWOM into Sales (Social Commerce)
