• Around 792 million internet users used instant messenger in China, accounting for 6% of the total and 780 million of them used it through mobile devices, a net increase of 86.7 million from 2017? click for more…

INSIGHT & IMPLICATION: China’s internet users are craving connection with others and social is an important part of their lives. Brands need to integrate social in their communications by providing unique, meaningful experiences that will lead to brand talkability and high consumer engagement.

 

  • As of September 2018, there were 218 million smart TV sets installed and that over half of online video users watched videos on TV?  click for more…

INSIGHT & IMPLICATION: Smart TV has become increasingly common among Chinese consumers, who not only watch videos, but also play games. Brands need to better understand how Chinese consumers use smart TV, consider what role smart TV can play in their communications and how they can enhance the smart TV experience.

 

  • The fresh grocery sector in China recorded RMB 4.93 trillion (USD 730 billion) in total sales in China, growing steadily from RMB 3.37 trillion in 2012?  click for more…

INSIGHT & IMPLICATION: Fast, affordable fresh grocery delivery is a life-changing service for working Chinese. This also has been addressed by acceleration of online and offline integration, accentuated by partnerships between retailers and supply chain partners. Brands need to consider how to work with retailers to adapt to the needs of consumers and understand how they can utilize fresh grocery delivery channels both as influential media and sales distribution channels.

 

  • In 2018, share of B2C in China’s online shopping market was 56.2%, declining slightly compared to 56.5% in 2017 due to the fast development of SNS-based C2B2C platforms like Pinduoduo?  click for more…

INSIGHT & IMPLICATION: Social platforms in China are not the only ones that have social features. Almost every digital platform in China has a social element in it, including mobile payment, eCommerce, gaming, online video and many other platforms. A significant number of merchants on eCommerce platforms are applying social and content-based marketing to catch consumers’ attention, as well as content-based customized interfaces. In order to sell products online, it’s necessary to get to know what kind of interactions (news feed/live streaming/influencer reviews) eCommerce platforms offer and how to produce good quality original content. This is the reason why brands in China should consider how to utilize social elements of each platform for better integration and improved consumer experience.

 

  • Ctrip.com now hosts more than 1,500 suppliers and over 6,000 trip designers with per capita spending on customized tours reaching USD 3,536 (RMB 23,749) among travelers from the four first-tier cities (Beijing, Shanghai, Guangzhou, Shenzhen)?  click for more…

INSIGHT & IMPLICATION: Awareness and desire of customized trips among Chinese consumers has significantly increased and they want to spend their money on experiential trips abroad. Simply being premium can no longer satisfy their expectations, which is why they seek cultural and exotic experiences, especially ones they have never experienced before. Brands should consider how they can utilize desire for trips abroad and unique experiences in their own communications and the brand’s role in these increasingly important consumer passion points.

 

Have a great weekend!