Marketing to China's Youth
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How to reach China's youth? Guide to reach China's youth online and spread virally over Weibo, RenRen,Baidu, forums and other Chinese social networks. -- www.MitchellBlatt.com for more Visit my website at http://mitchellblatt.com for more information or email me at mhblatt@gmail.com.
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Marketing to China's Youth
- 1. Marketing to China's Youth Mitchell Blatt @ChinaMktgNews mhblatt@gmail.com http://www.mitchellblatt.com
- 2. Agenda • Characteristics of China's Youth • Websites to Reach Them • Summary
- 3. Characteristics of China's Youth • Self-focused ("Little Emperors") • Brand-conscious • Value-driven • Skeptical • Westernized
- 4. "Little Emperors": A Self-focused Generation of Chinese Youth • Born after economic and political liberalization • Under the one-child policy • "Spoiled" by their parents • More individualistic • Ideas and personality shaped by openness of society
- 5. Brand-conscious • Luxury goods sales expected to double from 2010 to 2015 to make up 20% of world share (McKinley & Company) • Western athletic brands highly valued • Nike, Adidas, Kappa, and others
- 6. Brand-conscious: Materialism in Pop Culture • "I'd rather be crying in the back of a BMW than happy on the back of a bike." - contestant on popular dating show • "Men without money are trash." - woman scolding her boyfriend in popular 2011 viral video “Men without money are trash!” Clip from the video of a woman scolding her boyfriend on the subway
- 7. Value-driven • Inflationary worries • Bidding-style websites like Taobao.com popular • Group-buy websites increasingly popular • Counterfeit brand sales proliferate RenRen’s Group Buy service has increased by over 500% in revenue since 2009. (Red Tech Advisors)
- 8. Skeptical
- 9. Skeptical: Cultural Critics • Popular bloggers and authors like Han Han and Murong Xuecun • Han Han: High-school dropout Became best-selling author and blogger Novels focus on the underbelly of society 2011 novel follows a prostitute Recent blog topics include freedom, democracy and revolution Race-car driver • Murong Xuecun: Han Han 韩寒 Writes lurid novels Posts uncensored versions online Recent non-fiction book exposed a pyramid scheme • Critical bloggers on weibos • Uncensored novels published at Rongshuxia.com
- 10. Westernized • Interest in Western culture and Western brands • Rock n roll festivals across China: Midi Music Festival, Strawberry Festival Bands: Carsick Cars, Queen Sea Big Shark, Brain Failure, Pinkberry • Hip-hop and club music inside Chinese bars: Jay Chou, MC Hot Dog influenced by hip-hop • NBA popular: China accounted for 30% of NBA.com page views during 2010 Finals ( Boston Globe)
- 11. Where and How to Reach the Youth • The Great Power of Social Media • Internet Memes and Pop Culture • Internet Bar • Weibos (microblogs) • Forums • Examples of Memes • RenRen
- 12. The Great Power of Social Media • By mid 2010, netizens were spending over 50% of their time on social media websites. Data via DCCI
- 13. Internet Memes and Pop Culture • Memes and catchphrases made popular online are repeated in daily life and live on for years after their inception. • Examples included in slides: • "Whether or not you believe it, I believe it." (from slide on skepticism) • "Jia Junpeng, your mother is calling for you to return home to eat dinner.” (internet bar slide) • Guo Meimei (weibo) • "Brother isn't smoking a cigarette, what he's smoking is loneliness.” (forums) • Ordinary, artistic and idiotic youth photos (forums)
- 14. Internet Bar • "Jia Junpeng, your mother is calling you to return home and eat dinner." - post on Baidu World of Warcraft forums in 2009 that garnered 100's of thousands of comments Jia Junpeng actually isn't a real person But he is a popular persona among the youth An example of how much time some youths spend in internet bars • Online gaming industry accounted for $3.6 billion in 2009 Expected to grow by 155% from 2009 to 2014 to $9.2 billion (Niko Partners) Arcade also popular
- 15. Internet Bar: Reaching Jia Junpeng • Create minigames to integrate with campaigns Award-winning Campaigns at Spikes Asia 2011 involved games Coca-Cola “Live Positive” (wwwins Isobar Shanghai) and Fanta “Big Orange Squeeze” (Ogilvy Shanghai) campaigns won awards for integrating games. • Utilize in-game advertising in role player games • Work with gaming websites to customize ads for games Budweiser Bar integrated into RenRen Party game.
- 16. Weibos • Like Twitter, China’s microblogging services • Two major Weibos: Sina Weibo and Tencent (QQ) Weibo • Over 300 million users of weibos • China’s Weibos have more functions than Twitter: Share photos and videos more easily Comment on sent messages Post surveys 140 Chinese characters allows for much longer messages than 140 English characters (More like 140 words in Chinese)
- 17. Weibos: Exposing Corruption, Lies and the Greed of Guo Meimei • 20-year old Guo Meimei • Posted photos on Sina Weibo posing with cars and fancy clothing brands • Bragged that she bought it with "Red Cross" money • Spread quickly, GMM vilified • Archetype of materialism, corruption • Also an archetype of style... Guo Meimei featured in an ad on RenRen: "GMM's new sports car revealed: This car should turn a lot of heads."
- 18. Sina Weibo Dominates • Sina Weibo and Tencent Weibo market leaders • Sina Weibo owns over 50% of user share • Over 80% of time share DCCI (via littleredbook.cn) • Well-crafted viral campaigns can spread quickest on Sina Weibo
- 19. Weibo Beats SNS for Frequency • Weibo users log into their weibos more often than users of social networking sites log into their social networking accounts. Data sourced from DCCI
- 20. Forums: Where Memes are Made • Over 117 million forum users in China • Top forums: Mop, Tianya, Sina BBS, Baidu BBS • Mop.com has been called the 4chan of China • Memes spread from forums to daily life
- 21. "Brother isn't smoking a cigarette, what he is smoking is loneliness." • Originated on Mop.com BBS • Photos of lonely-looking people eating, smoking or drinking captioned • Phrase used in real life as a joke about loneliness • Used as a snowclone: "What brother is xxx-ing isn't xxx, it's xxx." "What brother is eating isn't noodles, it's loneliness.” "What Jia Junpeng's mother is calling isn't Jia Junpeng, it's loneliness." “What brother is smoking isn’t a cigarette, it is loneliness.”
- 22. Ordinary, Artistic and Idiotic Meme • Photo series started spreading in November 2011 • 3 photos, of “ordinary youth,” “artistic youth,” and “idiotic youth” • Now used for everything, not just youth Ordinary, Artistic and Idiotic Jack Sparrow Ordinary, Artistic and Idiotic Cellist Images from Baidu BBS posts.
- 23. Possible Advertising Taglines • Playstation: Jia Junpeng's mom: "Ever since we got Playstation, Jia Junpeng has never been late for dinner." • Old Spice: "Whether or not she believes, you will believe." • Budweiser: "Brother isn't drinking Budweiser, he's drinking good times." Going the Ordinary-Artistic-Idiot route… Image compilation created by Mitchell Blatt
- 24. RenRen and Kaixin • Facebook-style social networks • RenRen more popular, particularly among youth • RenRen reported 110 million registered users by the end of 2010 • 31 million monthly active users in March, 2011 • (SEC filings) • Kaixin reported 75 million users by the end of 2009 • Older, white collar compared to RenRen • Both networks include games
- 25. RenRen vs. Kaixin • RenRen is the college and high-school social network while Kaixin is somewhat older, presumably with more wealth. • You can see differences in the networks by comparing the most popular brand pages at each. Data via Little Red Book
- 26. RenRen vs. Kaixin • RenRen • Kaixin • Apparel: #2 Adidas Dwight Howard • Apparel: #7 Kappa line, #10 Adidas • Computer: #1 Dell • Computer: #6 Lenova • Beer: #5 Budweiser • Beer: #16 Carlsberg • Cosmetics: #15 Watsons (drug store) • Cosmetics: #11 Dove, #17 L'Oreal • Top Three: Dell, Adidas, Nokia • Top Three: VW, MINI, BMW More American brands. More “everyday” More European or domestic brands, brands (ie Budweiser, Watsons, top three). high-class brands, beauty brands, and expensive car brands in the top three.
- 27. Summary • Youth shaped by increased openness • Western style is cool • Brands are important, but at affordable prices • Marketing information must address concerns clearly, honestly • Social media dominates traditional media • Crossover between online and offline culture
- 28. My Cultural Expertise • Spent time in bars, karaoke, concerts, travelling and making friends with China's youth • Travelled through 15 provinces: Zhejiang, Jiangsu, Shanghai, Fujian, Shaanxi, Qinghai, Sichuan, Hunan, Guanxi, Guizhou, Yunnan, Guangdong, Hainan, Xinjiang and Beijing • Worked at a bar for two nights in Dali, Yunnan province • Contributing blogger to ChinaHush.com • International Travel Writer for Examiner.com Indianapolis
- 29. Contact Me • E-mail me at mhblatt@gmail.com • Visit my homepage at http://www.mitchellblatt.com • Download my resume at http://mitchellblatt.com/index/?p=35