• The number of iQiyi’s total subscribing members reached 8 million as of March 31, 2019, 98.6% of whom were paying subscribing membersclick for more…

INSIGHT & IMPLICATION: While short video continues to grow, it is obvious that it cannot replace long form video streaming. We also see the increasing willingness of Chinese consumers to pay for premium content. Short video platforms do not produce professional, premium content due to time constraints, so long video streaming platforms like iQiyi are not being affected and they continue to expand their in-house content to more genres in order to attract more subscribers. Brands aiming to reach these subscribers will have to disregard a pre-roll option and consider other media marketing products such as product placement, in-video advertising and branded special effects.

 

  • China’s online retail sales increased 17.8% yearonyear in the first four months of 2019, representing significant growth deceleration compared with the 32.4% year-on-year jump in the same period last year. click for more…

INSIGHT & IMPLICATION: China’s economy growth has slowed down, especially the overall retail market, partly due to the intensifying macroeconomic challenges. Chinese consumers are becoming more conscious of purchasing big-ticket items such as home appliances, automobiles and houses. In order to win over more consumers, brands need to discover what little things mean true moments of happiness to their audience and how to upgrade and expand these moments.

 

  • During 2019 Q1, combined MAU of Weixin and WeChat was 1,1 billion, representing an increase of 6.9% year-on-year while young users became more engaged on the platform QQ and their MAU grew at a double-digit rate year-on-year. click for more…

INSIGHT & IMPLICATION: While WeChat is seen as an instant messenger tool for younger people, QQ is becoming their favorite form of social media, especially for the post-00 audience because they can make friends with users who share similar interests while at the same time customizing their accounts to express themselves online and appear more unique. Post-00 users tend to hesitate to express themselves openly or freely on WeChat because they are concerned that their parents might see their posts and disapprove. QQ offers them more functions to show their personality, news and friend recommendations in a parent-free environment. Brands should start considering how they can approach these young consumers in the environment that allows them to be their true selves.

 

  • The scale of the express delivery users reached 358 million in 2018 and is expected to reach 421 million in 2019 as medicine delivery increased by 106% compared with the same period of 2017. click for more…

INSIGHT & IMPLICATION: With the growth of New retail, consumers expect diverse, express delivery services. Their convenience expectations are reaching new heights, and express delivery is one of them. Increased impatience and decreased waiting time tolerance have become apparent, with convenience becoming one of the most important factors for Chinese consumers when they choosing products or services. Brands need to consider how they should approach the last mile challenge and better understand how they can expand and improve this experience.

 

  • Tmall, China’s largest B2C eCommerce platform, recently revealed that the growth rate of men buying beauty products is higher than that among women (31% year-on-year growth versus 29%). click for more…

INSIGHT & IMPLICATION: The beauty market for men in China is expanding quickly. Professional success is no longer the only measurement of success for men. Good grooming habits and more elaborate skincare routines have also become increasingly important. Male consumers of beauty and skincare products in China are not just younger ones, but also men in their 40s. This is why there is great potential to significantly grow the male grooming business categories, expand product distribution and increase awareness of the related benefits. In order to successfully reach and convert these consumers to loyal customers, brands need to clearly communicate the benefits in their messaging on the right media platforms and help them understand how these products can help them become better versions of themselves.

 

Have a great weekend!