• Monthly active users (MAU) of Weibo reached 462 million in Dec. 2018, a net addition of approximately 70 million users from the previous year, with 93% coming from mobile? click for more…

Insight & Implication: Weibo keeps growing and will reinforce its social content ecosystem. Brands need to think how to leverage or empower the content creators, understand the role of Weibo and its creators in their communications strategy in order to set the appropriate KPIs which will be used for campaign success measurement.

 

  • Ctrip saw 70% of hotel bookings made by women in China and 75% of women booked four-or five-star hotels for family vacations in 2018? click for more…

Insight & Implication: Today’s Chinese women have become the decision makers in their families for travel, and want to have a premium experience. They don’t hesitate to spend more to improve their life quality, so brands should focus on improving the product perception and value in order to attract this important consumer group.

 

  • Small town youngsters formed a new growth point for the beauty industry with a 7.8% growth in spending during 2018 when compared to 2017, which is higher than a 5.4% increase shown by their counterparts who live in China’s bigger cities? click for more…

Insight & Implication: With China’s small-town accelerated economic development, conspicuous consumption is upgrading as well. The number of young rural youths willing to spend on high-quality products is increasing as well, creating a significant opportunity for brands.

 

  • Jinri Toutiao’s direct competitor Qutoutiao has reached 93.8 million monthly active users in 2018 Q4, representing an increase of 286% from 2017 Q4 and 70% of its users are from tier 3 and below cities? click for more…

Insight & Implication: The success of Qutoutiao in low tier cities heavily relies on their scheme of rewarding users with cash prizes for consuming more content and getting their friends to sign up. By learning more about low tier residents’ entertainment consumption behavior and values, brands will be able to develop meaningful communications with these consumers and establish themselves in these markets long term.

 

  • China’s delivery sector handled 50 billion parcels in 2018, up 26% year-on-year according to the State Post Bureau? click for more…

Insight & Implication: With the eCommerce boom, China’s express delivery market is expected to maintain its fast growth. With eCommerce growth in upper tier cities reaching its peak, the growth has shifted to lower tier cities, with improved delivery speed and penetration in these markets becoming critical.

 

Have a great weekend!