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)
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