- Average overseas spending per user on Alipay increased by nearly 11% over the Labour Day holiday from the same period last year to RMB 1,790 and the number of female consumers grew by 65% . click for more…
INSIGHT & IMPLICATION: Usage of China’s mobile payment overseas has become common, especially among women. Consumers prefer to use mobile payment outside of China if given the opportunity because they can better track their consumption and see the price value in RMB directly. Brands should think of how to cooperate with Alipay and WeChat Pay to bring Chinese consumers a better travel experience abroad in order to enhance the brand affinity and increase sales conversion.
- The scale of mobile news app users in China is expected to reach 693 million in 2019, indicating huge market potential, and high-income groups still preferring traditional media news apps. click for more…
INSIGHT & IMPLICATION: Chinese consumers’ needs for news content is remains high because they want stay up-to-date with current affairs in China and globally. However, the quality of news content seems uneven because in order to attract readers, a lot of news apps use controversial and sometimes misleading headlines that are not related to the content. Delivering authentic and high quality news content is key for sustainable growth for news apps and brands need to be cautious and ensure they’re conducting promotional activities in a safe media environment.
- Bilibili estimates that in 2019 Q1, 89% of video traffic was a result of “professional user-generated videos.” Some 88.6 million of its monthly active users access the platforms from their phones, showing a clear preference for mobile. click for more…
INSIGHT & IMPLICATION: Bilibili has long been a unique entertainment ecosystem appealing to younger people with ACG content. It’s a great site for people who are talented or want to show their creativity to others. Bilibili launched an eCommerce feature in 2018 Q4, which has become one of its critical revenue sources. Users of this site tend to have better stickiness to the content, so they are more likely to purchase the products recommended by the video creators they follow. Since Bilibili promises no pre-roll ads, its users seem to be more open-minded to more creative ads, so brands have to create new advertising formats to attract younger audience.
- The number of mobile gamers in China is forecasted to reach 728 million by 2023, accounting for approximately half of China’s population, with around 40% of mobile gamers spending money in games. click for more…
INSIGHT & IMPLICATION: Mobile games have been one of the most important entertainment segments for Chinese consumers to fill their fragmented time of the day. Different games tend to have very different ways to collect money from their gamers. In order to compete with others or be different from friends, many gamers are willing to spend significant amounts of money on it. To advertise in games, it is really important not to let ads damage the gaming experience. Brands should consider how they can enhance the experience and how this could fit their communications strategy.
- According to the BCG and Tencent report, 58% of luxury buyers purchase offline after having researched products online, while only 28% make purchases solely based on offline information. click for more…
INSIGHT & IMPLICATION: Chinese consumers are used to collecting information online and consume online content before making any kind of purchase decisions. Due to high prices, the majority of Chinese consumers still prefer to purchase offline, but we see this slowly shifting towards online. As consumers become more confident about online channels, purchasing luxury online is likely to become more common. Consumers need to feel the authenticity of luxury brands’ online presence and, once they do, it is highly likely the online sales will follow.
Have a great weekend!
