MindsLab prepares a short document about 3 unique case studies of a beauty app RED, a real estate company and a high tech company-MI. We try to discover the magic of community management and community marketing in China through these best examples. If you would like to know more, please contact me directly

1. COMMUNITY
MARKETINGINCHINA
PREPARED BY MINDSLAB
FEB 2019

2. page 2
• A fast-growing market research company with its
headquarter at the heart of Beijing
• Enterprise member of ESOMAR
• Focus on the fields of brand research, consumer
behavior and attitude research, concept test, new
product test, market access test and consumer
segmentation.
• Committed to innovation, focus, flexibility, and
provide with its clients with the in-depth insights to
solve business issues
ABOUTUS
Dedication, Creativity and
Insights

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THENEWCONCEPT
FROM MARKETING PRODUCTS TO
MANAGING COMMUNITIES
Instead of simply putting information into consumers, we
should pay more attention to the heart of consumers,
communicate with consumers through content innovation
and new communication methods, establish emotional
connections, and make brands become the media for
consumers to express themselves.

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“Let users bring users and make word of mouth win word of
mouth is the only effective and sustainable marketing method.”
– Creator for Wechat, Zhang Xiaolong

5. • Run by the rule of a city.
• Guided community value to
contribute to the positive
community environment
• Tag and label boost virual
communications
• Trend creator
• Selling houses to selling
lifestyle
• Inspire and appeal to target
consumers through
emotional resonations
• Selected community group
• Online and offline events
create real life belongings
• The inner cycle of tech gurus
• Create WOM through core
fans
• Invite fans to participate in
the innovations
• Diversified events and
activitions boost
conversions
3Chinesesocialmediacommunitycasestudies
page 5
We carefully selected three community marketing case studies to show the current trend in China
RED ARNAYA MI

6. The community is
managed as a city
RED community member
reach 200M by Jan 2019
RED enjoys a 3oo%YoY
growth rate
200M 300% City
RED: Runbytheruleofacity.
page 6

7. page 7
Authenticity
Establishment and composition:The members of Red
from different backgrounds and different stages of life.
This huge and targeted virtual city is full of the
“heterogeneity” of the population, and any member can
find their identities from the constantly generating new
labels of the group aggregation and division.
Professional management
Community architecture :The community needs layers.
Red employs a professional team to create contents on
the platform and become the trendsetters .The team
include KOL, celebrities and real members.The multi-
facets contents create magnetics to the members to
follow and share
Communications
Community management : Interactive information,
positive value and selflessly information sharing to
benefit each other create a dynamic and constantly
evolving city concept community.

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ARNAYA:Sellinghousestosellinglifestyle
▪ ARNAYA is a real estate brand with the
concept of “Nurturing values, creating
lifestyles and connecting social
relationships”. It transforms selling
houses to selling lifestyles, values, and
services;
▪ At present, there are more than 100
onlineWeChat groups in Aranya and
more than 1,500 offline activities
every year. Most of them are initiated by
the house owners

9. Build up core value
Unlike traditional real estate
projects, Aranya advocates
returning to the family,
returning to nature, returning
to the tradition, and returning
to it self; at the level of life, it
emphasizes “the simplicity of
quality and the richness of
moderation”.
Tell a good story
Select and build community
The core values are the
differentiators to identify the
core target or ARNAYA
community members
Create resonations
Community management
Provide value
Activity to maintain
engagement
Implement rules with members
to ensure a enjoyable
community environment
Maintain engagement
ARNAYA:Sellinghousestosellinglifestyle
page 9

10. page 10
MI:Theinnercycleoftechgurus
▪ MI ‘s growth is inseparable from the fans
behind it. From the earliest MIUI to the
later products such as mobile phones. Mi’s
social community and MI culture play an
important role
▪ MI has always encouraged users to create
product value and users provide value to
each other. It motivates its fans to create
a social community with a sense of
belonging.

11. From the forum
The MIUI forum play
unforgettable role in Mi’s
business success. It is not the
first place to launch the
product but also in 2011, Mi
asks all its customers to
register on the forum as a
must. It build the foundation
of MI community
The foundation of MI community
Activate Retentions
Engage with members
through both online and
offline channels
Online:Weibo, weixin and
forum
Offline: fans meeting, new
products launch events, MI
fan promotional meet-ups.
Engagement
Collaboration for innovation
Orange Friday to invite fans to
co-create with the R&D
department with weekly
updates
Test and receive feedbacks for
optimisation from community.
The community members can
decide the product features
through voting
Co-Create
ARNAYA:Sellinghousestosellinglifestyle
page 11

12. Crystal Xue
CO-Founder
Rebecca Zhang
CO-founder
MindslabTeam
page 12
15 + years experience in research field and covering both Quali and Quanti areas with more
focusing on qualitative research
Being the Research Director in Ipsos for 5 years, before that, she worked for ACNielsen and
Opinion Research as the key moderator
Gains a wide range of exposure to different types of research: consumer understanding (U&A
study), branding and communication, advertising test, concept positioning test, Ideation,
market entry study, new product development, and customer satisfaction etc.
▪ 15+ years of experience in both qualitative and quantitative
▪ Crystal conducts 400 FGDs per year. Her served accounts are P&G, Nestle, Mars, Jahwa, PVM,
Daphne shoes and Cerebos. She has good reputation on sincere & agile moderation, strong
marketing scene, sharp insights exploration, seamless solution and commitment attitude.
▪ Crystal has been trained by US for twice in 2010 and 2011. She is a member of the Global
Innovations Team, appointed in 2012. Her global experience ensure the project is at the
forefront of new innovations developed locally and globally.

13. Eric Huang
Account Director
Boni Liu
Research Director
Bella Zhang
Research manger
FrankWu
Research Analyst
Abby Liu
Senior Research
Analyst
Jingyi Wang
Fieldwork manager
Research Team
page 13

14. THANK
YOU
Boni Liu
Boni.liu@Mindslab.com
www.mindslab.cn