- From virtual dating to strategy games, women now account for nearly half of all players in China’s $16.4 billion mobile gaming industry. click for more…
INSIGHT & IMPLICATION: China’s video game industry has recognized the purchasing power and potential of women as a driving force and has been proactive in gender inclusivity across areas such as game design, storylines and social media advertising. Brands should think about how to capture these women gamers because their motivations and ways they engage with games are very different from male gamers.
- Mintel research shows that while urban Chinese consumers are confident in the sharing economy, 67% of them feel that product quality is not guaranteed and 63% are afraid of personal information leakage. click for more…
INSIGHT & IMPLICATION: Even though the bubble of bike sharing has burst, there is still significant potential for the sharing economy in China. Many consumers are willing to buy secondhand products or rent products when needed. However, they are not as open to some categories in the sharing economy such as clothes and accessories because it is difficult to monitor and control the quality of used or rented items. Since consumers tend to have relatively low levels of trust for shared products compared to new ones, brands need to consider how to overcome the challenge of distrust to fully benefit from the sharing economy potential.
- Time spent on WeChat Official Accounts is high, with 53.7% of users spending between 10-30 minutes each day, 22% of them spending between 30 minutes to an hour. click for more…
INSIGHT & IMPLICATION: WeChat remains one of the most important information channels for Chinese consumers. Most of them follow at least 10 different WeChat Official Accounts and often conveniently share valuable or interesting content with friends with only one click. Content shared by friends is perceived as more convincing or attractive, which could be explained by FOMO (Fear of Missing Out). Consumers are eager to discover new accounts to follow or expect to learn from existing ones. Brands should utilize this not only for entertaining or useful content, but should also consider linking WeChat Mini Programs to the brand’s Official Account to increase sales conversion.
- The online retail sales of physical goods reached US$ 264.81bn in 2019 Q1 with an increase of 21%, accounting for 18.2% of the total retail sales of consumer goods in China. click for more…
INSIGHT & IMPLICATION: Even though China’s eCommerce sector has grown massively, it only accounts for a small portion of the total retail sales of consumer goods. This is why offline retail is still a significant opportunity, especially in lower tier urban and rural markets where consumers have not yet embraced online shopping. Even those who have adopted online shopping in these markets are still skeptical about large or luxury purchases. This is why premium brands planning to expand to lower-tier markets should still consider building their sales presence through offline retail and build awareness of the official brand eCommerce channels that provide equal quality assurance.
- In 2019 Q1, mainland China’s box office reached RMB 18.61 billion, 85.7% of the market share of movie ticket purchases coming from online channels. Maoyan and Taopiaopiao accounted for 42.6% and 31.5% of the Chinese movie ticket market respectively. click for more…
INSIGHT & IMPLICATION: After the rapid growth of China’s movie market, consumers are becoming more rational. The quality and story of a movie are becoming the key motivations to buy tickets while reviews and comments on movie ticket platforms such as Maoyan and Taopiaopiao are becoming crucial in decision making. This is why brands need to consider what their role in the movie watching experience is and try to enhance it.
Have a great weekend!
