August 25, 2022

China Marketing Insights Monthly Newsletter [Feb 2020]

WeChat is about to launch a new feature, the Shìpín hào or “Video Account” feature, through which users can share short content. This can support 9 images or a 60s video. This new feature will be appear under the WeChat-Discovery-Friends Circle option. Opening page shows that a KOL can create a video, suggesting that enterprises or organizations use non-private KOL to open, faster, lighter short content form to help promote the brand content, attract more user traffic.

WeChat New feature - Shìpín hào – Douyin direct competition?

Wechat new feature-video account

WeChat video account apply qr code

2020 sees several new advertising formates release by Bytedance and an integrated marketing service brand – Ocean Engine.

In 2020, today’s headlines will introduce a variety of highly interactive forms of advertising, through the opening screen and information feeds. This seamless form of presentation will showcase a complete and smooth advertising information, in the role of visual interaction for users to bring unprecedented immersive experience, to help brands achieve “strong exposure” and “deep touch” double effect.

Ocean Engine Ads-full screen

ocean engin ads-flashing screen

ocean engine ads-native feeds ads

China Social Commerce Report 2019

WPP recently released a white paper on Content, Transformation and Realization, which provides a detailed interpretation of Chinese social e-commerce.

According to theChina Internet Association’s forecast, China’s social e-commerce market will reach Rmb2, 000bn in2019, with more than 48m users, up more than 60% year-on-year. Social e-commerce is seen as the next disruptive model in the Chinese market.

“Current” consumers: users who quickly browse, collect, and buy products. Today, Chinese consumers have access to more comprehensive information, more dominant in their purchasing decisions, and more trust in the information they gather, especially the comments of other users.

New ways of interacting: “Today” consumers are following trends with unexpected brand experiences and retail interactions. They can shop at home, at work, out of office, or before bedtime, and this consumer behavior drives new demands from social e-commerce.

Social First Consumer Transformation: From Interest to Actual Purchase,the”Current” Consumer’s Purchase Path must be reached and impacted in a social-first way, including User Original Content (UGC), Professional Generated Content (PGC), and Live Stream.

Quantifiable Consumer “Voices”: In e-commerce channels, user reviews are all present, and consumer “voices” are quantifiable, and brands can build their own fan base by rewarding consumer sedoration and being brand advocates.

Offset price inflationary pressures with content: As the cost of paid advertising in e-commerce channels increases, brands are increasingly using branded content, including UGC and PGC, to drive growth.

Six mechanisms for social e-commerce interaction: vertical content community, KOL product launch, co-purchase, gifts, membership and new retail mechanisms can help brands better develop social e-commerce strategies and create positive interactions with consumers.

Push Big Data Release 2019 Annual Android Smartphone Report : Huawei Mobile Phone Market Share No 1

Recently, Push Big Data released the2019 Android Smartphone Report, which provides insight into the major Android mobile brands for the whole year 2019 from the perspective of market overview, user change behavior, user portraits, etc.

In2019, Huawei’s mobile phone performance remains bright, not only the market share of the industry first, but also to seize the 5G mobile phone market,the2019 5G mobile phone, Huawei Mate30 Pro5G version of the most popular, the stock of 39.8%.

Huawei’s brand loyalty is the highest among major mobile phone brands, and secondly, Xiaomi’s user stickiness is good.

Opo and Vivo mobile phone users after 00, 95 after become the main user, Huawei and Xiaomi users after 90, 85 after the preference is more obvious, Samsung users after 80, 75 after the proportion is higher than the general population.

In terms of the sex ratio of users, the ratio of xiaomi mobile phone users is high, and the proportion of female mobile phone users is high.

Push is our (China Data Bank) data partner, who has the most comprehensive mobile and APP usage data in China, and can contact us to learn more about CDB’s personalized crowd placement with Push.

Ticking data "China's home smart screen content white paper": touch as king, smart screen will become a super traffic entrance

Smart screen activation growth in 2019 is significant,IPTV,OTT reached 294 million,219 million, currently IPTV,OTT smart screen accounted for more than 70% of TV households, Thus, the smart screen is still the mainstream media. With content advantage solely, traditional television as a mainstream media has become a thing of the past, and marketing methods with reach the audience itself as the core will become a new trend in the future. With the dual qualities of “the preferences of the users in front of the screen” and “well-made program content”, the smart screen will continue to forge ahead in the age of intelligence. (https://mp.weixin.qq.com/s/slit0sr4hE4OvPGlphd_iA)

It’s our OTT data partner at China Data Bank, who has the most comprehensive mobile and APP usage data in China, and can contact us to learn more about CDB’s personalized crowd placement with push-by partners.

Gucci Fendi Burberry collaborate with Tencent to customize WeChat Red Packet cover

In early 2020, Gucci teamed up with Tencent to launch a customized WeChat red packet cover to launch a Spring Festival brand campaign to achieve a successful “localization” of communication and promotion. Limited-time red envelope collection mechanism more attracted users to spontaneously in WeChat friends circle to launch an interaction, the topic of heat continued fermentation, for the brand has brought a long-term strong marketing transformation.

丁香园，China’s largest professional community in the medical field, media platform and digital professional service providers, with a total of 10 million users, with5.5 million professional users, is the most influential Chinese doctor online community. Since its establishment 19 years ago, Lilac Garden has built a leading medical academic forum and a series of mobile products, and wholly funded the establishment of offline clinics, from online to offline, from content to services, from social platforms to medical service systems, through a variety of channels to professional doctors and the general public / patient-oriented user groups to provide professional services.