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April 26 2019

Friday Data Snack!

Industry Insights Our Views

 

  • Ctrip, China’s biggest online travel agency, stated that Chinese residents would make an estimated 160 million trips during the upcoming May Day holiday, roughly 50% more than that of Tomb Sweeping Day. click for more…

INSIGHT & IMPLICATION: Traveling during holidays has become common for Chinese consumers. Even though most of them are aware they will be paying much more and attractions will be crowded, Chinese consumers still do not want to waste their holiday time staying at home. With consumers on the move, traditional TV and online video ads during these holidays might not be that effective, while airport, train station and subway media as well as social platforms can be more effective in reaching their target audiences. Brands also need to understand what role they should play during the holidays and what these changes mean for their communications strategy.

 

  • Many first-time Internet users were “born” in 2018. Internet users 60 years and above grew at an astonishing pace of 44.6% in the past 2 years. Users aged 10 and under are the second fastest growing population with a 27.6% growth rateclick for more…

INSIGHT & IMPLICATION: The age range of Chinese Internet users keeps expanding. Attracting these brand new Internet users is becoming the next battleground. To successfully target them, it is important for brands to ensure that their messages are relatively straight-forward and do not require complicated steps that create confusion or frustration. In addition, brands need to make sure that their communications are compliant with laws related to marketing to underage consumers in China.

 

  • NetEase Music claims to have 600 million registered users and to have had 1.676 million MAU in Jan 2019 while Tencent Music Entertainment (Kugou, Kuwo and QQ music together) have 800 million MAU.  click for more…

INSIGHT & IMPLICATION: Online music platforms do not just offer songs to their users but also help build music fan communities, resulting in a significant amount of user generated content such as music reviews and playlists.  Young Chinese consumers in particular are passionate about music and they are willing to buy memberships in order to gain access to to high quality music content. In order to successfully exploit this opportunity, brands need to understand why consumers use NetEase Music and Tencent Music Entertainment products and what role these platforms can play in their communications.

 

  • In 2018, the total shipments of wearable devices in China reached 73.21 million, representing an increase of 28.5% compared to 2017. Smart bracelets accounted for 52% of these. click for more…

INSIGHT & IMPLICATION: As the awareness of the importance of health care grows among Chinese consumers, wearable devices usage growth follows. The data collected by wearable devices can be very valuable as it is unique to each individual. Brands need a deeper understanding on how and when these devices are used in order to fully take advantage of this new channel and how they can enrich consumers’ experience while fulfilling marketing and business objectives.

 

  • In a recent QQ Big Data survey, 61.6% of post-00s said “having warm family relationships and close friends” was most crucial to their happiness while “receiving attention and attaining popularity” ranked at the bottom of the list.  click for more…

INSIGHT & IMPLICATION: Many studies have tried defining Chinese post 00s as a “Me” generation, claiming them to be egocentric and not caring about others. However, since they have been raised under the 4-2-1 family model, they do in fact know the importance of family and because they are only children, being a part of a group is something they crave. The contradictions they display in their behavior show their complexity and that there is no simple way to define this generation. This is why brands need to observe their behavior closely and try to avoid simplistic conclusions, otherwise they risk misunderstanding this generation and missing the mark in their communications with them.

 

Have a great weekend!

 

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