Kestrel Lee - Executive Creative Director of Integrated Marketing, Social Media and e-Commerce for Zeno Asia @kestrellee Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world. An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

2. Kestrel Lee
Executive Creative Director
Integrated Marketing, Social Media and e-Commerce

3. Discover the key differences between social media in Australia and
China;
and how to market to the increasingly affluent Chinese youth
market

4. Chinese: More Social Media Platforms, One or Two Niche Activities
538 million people online
“39% penetration”
318 million on mobile internet
“180 million smart phones to be sold
in 2013”
Weibo users: 274 million
“About being the first to show or
be in the know”
Video users: 350 million
“About sharing video entertainment
or information”
BBS users: 156 million
“About specific topics”
Source:
CIC Data (Oct
2012)
4
SNS users: 251 million
“About sharing moments with
friends”

5. Different Chinese cities. Different social media habits.
•
-
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•
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Tier 1 cities: Shanghai, Beijing, Guangzhou and
Shenzhen
Renren for students and graduates
Sina Weibo for executives
QQ for messaging and file sharing
Youku and Tudou for video sharing and viewing
Search, search bars and wiki on Baidu
Tier 2 cities: Hangzhou, Chengdu, Nanjing etc.
QQ for social gaming, messaging, file sharing.
Lite blogging via Sina Weibo & Tencent Weibo
Renren by students

6. The 4 C’s for business success in China
Content is key
Culture is a must
Commerce is a result of
content and culture working
together with social media
Co-Creation with Chinese
consumers

7. Blogs are still alive and growing in China
•
•
From Dec 2011, China’s blogs have grown to 31.9 million from 2010 with a growth
rate of 8.2% although average usage rate on blogs fell by 2.3.
Blogs are still heavily used by the Chinese people although usage rates have
dropped. The common practice is to write a blog post and use social media to
create awareness of their blog post.

8. Drive brand search, not product search, as search
leads to social media conversations and behaviour
Search is social in China and the Chinese people
starts with search in their online behaviour
From Synovate China Media Atlas; activities after online communication.

9. The millennials in China love brand experiences
that also is inline with self expression

10. China millennials favour and take action for
brands with experiences different from their
parents

11. China millennials trust friends, not brands.
And search

12. China millennials are strong brand influencers on
friends, families, even elders and superiors
An exclusive look into the China millennial behavior from Edelman's
global 8095 millennial study done in 2010 and updated in 2012:
http://www.edelman.com/insights/intellectual-property/8095exchange/

13. China millennials see their online selves
as their real selves real life, I exist as a
“In my
„virtual me.‟ I go to work. I try
to live up to the expectations
and pressures from parents, my
coworkers and society. Then, I
go home. I open my
computer, I put on some music
and I start to dance. That‟s the
real me.”
// REBECCA XIA
[Without the Internet] I would
lose the passion to see the
world outside of my parent‟s
eyes.”
// “LIZ,” 22
VIRTUAL ME // REAL ME
I would rather be a common
person in daily life, but I have
to be uncommon online. It‟s my
own choice.
// “CHENG E.T”

14. China millennials are apt to take action on brands
offline based on what they read online

15. China millennials are open to co-creation and
giving product feedback on the brands they like

16. They don‟t want to
buy a phone or a TV.
They buy the promise
of an emotional payoff.
It‟s a friend to keep
them company, a
community of
likeminded
explorers, a platform
where personal style
can be
expressed, where
personal aspirations
can be
voiced, created, supp
orted... where
‘magic’ can
happen.
EMOTIONS // WHAT MATTERS MOST
Creating this
emotional
connection is
essential.

17. China millennials are emotional impulse buyers
China's emerging consumer class is
more emotional than previous
generations of shoppers and firms must
shift their marketing strategies to keep
pace with the nation's new standard
setters, consultants at McKinsey said in a
new report.
These wealthier consumers, more emotionally
driven and brand-conscious than their current
mass market counterparts, will make up 51
per cent of city-dwellers by 2020, up
from 6 per cent in 2010
http://in.reuters.com/article/2012/09/25/china-economy-consumers-survey-idINL5E8KP0OQ20120925