If you’ve spent any time in a coffee shop in China, you’ll know just how popular social media is becoming in our culture, so it shouldn’t be surprising that things are looking good for WeChat, with more than half of China’s mobile users connected, putting it ahead of social media giant Facebook globally. As Facebook have discovered after the US presidential election, fake news is a real problem. Chinese social media is tackling this problem head on, by creating an AI that will detect any misinformation. We can’t see Donald Trump doing the same in the US anytime soon. It isn’t just our culture that seems to be falling for social media, it seems to be equally popular with the citizens of Thailand. This week it has been revealed 40% of Thai travellers take their reviews of locations in China from social media before travelling, choosing to trust real world opinions over those in glossy brochures. It’s good to know our opinions matter.
To celebrate its fourth anniversary, Chinese smartphone vendor OnePlus unveiled the OnePlus 5T in lava red. Demand is set to be high, as there will only be a limited number of handsets available in this colour, and we all like a bit of exclusivity. With China’s homegrown smartphones proving the most popular, OnePlus are probably on to a winner. Meanwhile, China smartphone maker Xiaomi wants to win over the Indian market, and is investing heavily in Indian start-ups to help improve its image, and speed up growth outside of China. Tencent has already secured the deal to bring Player Unknown’s Battleground (PUBG) to China, but now the popular PC game is being developed for smartphones, and Tencent is working on bringing the game to our smartphones soon. So if you enjoy fighting for your survival, soon you’ll be able to battle to the death wherever you go.
China understands the importance of technology education and is spending billions to ensure children and students of all ages have access to innovative teaching. STEMedu is authorised by the Ministry of Education, and is leading the charge to introduce science and technology into the education system, including training teachers to provide a more technology-focused education. With the rapid growth of China’s tech companies, there will be no shortage of opportunities, as proven by Alibaba and Tencent quickly moving up the league of the worlds largest companies. Overtaking Google, Apple, and Amazon will attract even more global attention, and help to secure China’s position on the global economic stage. Agriculture in China is being revolutionised by technology. No longer the domain of straw hats and hand tools, or long days spent labouring, graduate programs in topics like Protected Cultivation are smashing old stereotypes, and allowing farmers to become more efficient and profitable.
Israel has opened a China Cultural Center in Tel Aviv, to showcase clay-sculpting skills, as well as hosting art performances, cultural exhibitions, and academic seminars. It is hoped the center will help to strengthen the ties between the two countries by creating a better understanding of our culture in Isreal. While we try to strengthen future relationships on an international scale, our leaders in maritime archeology are looking to gain a better understanding of the past, and using shipwrecks to weave together the history of seaborne trade. At the same time as we are gaining a better understanding of the history of seaborne trade, we are also trying to preserve our cultural history. The launch of a website just for information about lost cultural relics is designed to help gather clues about missing artifacts, while at the same time deterring criminals from trying to steal any of our remaining artifacts.
Things are looking good for both WeChat and Weibo as they publish their Q3 figures, showing an increase in users and revenue. WeChat is nearing the 1 billion average daily user mark, hitting 902 million throughout September 2017. With Tencent’s commitment to development, it looks like Mini-Programs on WeChat may be undergoing a resurgence. Maimai’s battle to appeal to China’s professional social media users was boosted by a $75 million investment this week, with only about 2 million users difference between Maimai and LinkedIn, any investment could prove crucial.
Millennials in Shanghai should be the focus of luxury brands marketing efforts, according to recent statistics. The 23 to 28-age range have the largest disposable income and are ready to spend. Many Bluegogo users have been left stranded as the bike-share startup balances on the verge of collapse, and has stopped processing deposit refunds. As China’s global relevance continues to grow, the old saying of ‘Made in China’ is quickly being replaced by ‘Made for China’.
Technology is a bigger part of our daily lives than ever. More useful apps hit the market monthly and the Internet of Things (IoT) keeps expanding the ways we are connected. If you’re living a digital lifestyle then according to technode these are the top 15 apps for modern life. While you’re exploring new apps the Brand Relevance Index report says Alipay, WeChat and Android are the most relevant brands to us currently. Xi Jinping’s ‘New Era’ went viral on social media this week as celebrities showed their support with the #SupporttheNewEra hashtag.
The Chinese economy’s retail growth shows no signs of slowing as the first three quarters of 2017 show year on year growth of 10.4 percent. The global success of some cryptocurrencies hasn’t gone unnoticed, and China’s central bank is now conducting research into launching a sovereign digital currency. A digital currency has the potential to reduce costs and increase the reach of financial services in China. In light of President Xi Jinping’s speech companies in the UK are gearing up to invest in China. It is hoped new measures designed to increase foreign investment will make it easier for them to expand into the region.
According to a UK tabloid a Chinese digital detox camp has been subjecting teens to cruel practices in order to cure their Internet addiction. They claim the local authority found some of the claims to be true, and are fining the school. Someone who doesn’t need a digital detox is an 89-year-old grandmother who became a local social media star after going on a road trip to explore the northwest of our country with her son. With the release of dozens of apps China’s communist Party clearly sees apps and the Internet as a crucial battlefield to reach younger members.
In a country where Facebook and Twitter are censored, how did a condom brand spark a nationwide discussion on sex and sex related products? Understanding Chinese culture, the current state of sex education and the burning curiosity that exists in every red blooded human may have been the sparks that lit Durex’s social assets on fire.
In this insight report, we’ll delve into Durex’s marketing obstacles in government censorship, distribution, and the heavy cost of traditional advertising and show you the key digital, social and ecommerce strategies used to overcome and succeed online in China.
What you’ll learn:
How to leverage trending topics to introduce products and conversations to a mass Chinese audience online.
How to circumvent the high cost of advertising by building an always-on digital, social media ecosystem.
How to both educate and entertain audiences to create a groundswell of buzz.
How to partner with KOLs to create new content, and be interactive ambassadors for your brand.
How to leverage holidays and special events in China to achieve massive awareness when consumers are most likely to purchase.
How to work with different platforms to create synergies allowing access to new groups of people online.
How to build an ecommerce presence that significantly reduces the barrier to purchase.
How to have fun with consumers and cater to the Chinese “me” generation.
As China’s leading skin care marketer, L’Oréal Paris found creative ways to connect with consumers to explore the up-and coming cosmetics industry in China.
L’Oreal’s innovative Make Up Genius app allows users to try its products virtually online
Among these strategies, online media stands out one of the best ways to promote the brand’s image and engage with its target consumers, meanwhile exploring new avenues in ecommerce.
What You’ll Learn
Brand Website: We’ll show you how L’Oréal Paris draws in consumers, with a clear and simple display its products and educational content, attracts the attention of consumers.
Tmall: You’ll learn how L’Oréal brands its products and promotes its sales in one of the most popular e-commerce platforms.
App: We’ll take a look at how L’Oréal Paris boosts different apps to display specific content linking back to the brand. You’ll also find out more about the successful app, Makeup Genius, of which 4.7 million of its total 14 million downloads originated from China.
Weibo: Discover how L’Oréal Paris launches multi-platforms campaigns and successfully creates consumer engagement through activities on Weibo.
WeChat: We’ll see how L’Oréal Paris uses trending topics on the Internet to promote its products and engage with consumers.
Youku: You’ll find out how L’Oréal uses Chinese celebrities in high visibility international events to promote the brand’s image.
Key Opinion Leaders: We’ll reveal how popular actors and beauty influencers boost the highest rates of engagement.
Even in the face of the challenges brought by the slowing growth of Chinese economy, H&M has still managed to increase their sales by 11% in the third quarter. Among the reasons behind this success lies the creative use of their media presence. Its user-friendly online platforms communicate with the consumers, not only offering information about the products, but also suggesting creative ways to mix and match, this way promoting its fashion view.
This Swedish fast-fashion brand explores China’s digital social ecosystem with engaging content, promotions and campaigns to create positive interaction with China’s consumers. This has a positive impact on the image of the brand and greatly increases engagement rates.
In this report you will be able to have access to a detailed mapping of their outstanding use of the media platforms that that best engage Chinese netizens: brand.com, Weibo, WeChat, Youku, and KOLs.
What You’ll Learn
Brand Website: Discover how H&M uses its China website to promote its sales items and inspire its users with creative and stylish content. Find out how H&M, through the development of a user-friendly platform, gauges its Chinese consumers to shop on its e-commerce platform.
Weibo: We’ll show you how H&M engages its social followers in its latest campaigns, promote sales and leads them to its brand website for purchase.
WeChat: Find out how H&M tantalizes its WeChat followers promoting inspirational ideas and tips to encourage the creative use of its products and also attracting consumers’ attention through sales news.
Youku: Discover the outcome of H&M’s ad campaign videos and event content that yielded the highest number of views.
Key Opinion Leaders: H&M counts on influencer accounts to promote the brand name, and increase the impact of its campaign. Additionally, the brand creates leverage from engagement with fan club accounts when collaborating with popular celebrities to the Chinese public.
Givenchy provides a seamless social media experience that uses celebrities and KOL fashion influencers to amplify its brand message. The success of its autumn and winter fashion videos demonstrate the brand’s clear understanding of what their consumers find engaging. The brand even goes as far as creating gender-specific mobile apps to better target their key demographic, making efficient use of its online space.
Givenchy’s WeChat provides direction to offline stores and descriptions of new product lines
Givenchy uses its brand site, Weibo, WeChat, Youku, mobile apps, and KOLs to create and disseminate its digital brand image in China. We’ll show you in this report how Givenchy reaches Chinese netizens and enhances their customer journey via Chinese media channels.
What You’ll Learn
Brand Website: Discover how Givenchy uses its China website to promote its fashion show live streams. Find out how Givenchy encourages Chinese consumers to shop on its mobile apps as part of its digital commerce strategy.
Weibo: We’ll show you how the brand highlights memorable moments with world famous celebrities wearing Givenchy under the unique hashtag “Givenchy’s Classic Moments”. The brand also draws specific recognition to its Creative Director, Riccardo Tisci and explores his creative vision.
WeChat: Find out how Givenchy uses WeChat lures users to its offline stores by providing a directory of its boutique shops around the Greater China region. Givenchy uses its WeChat blogs to introduce its flagship stores around the world, from the Four Seasons in Macau to the store in Le Marais, Paris. It also provides a photo collage of its newest collections on its WeChat blog.
Mobile App: We will show you how Givenchy tailors its 2 gender-specific mobile apps–menswear app and womenswear app, to target their specific consumer group. ncrease mobile ecommerce sales.
Youku: Discover how Givenchy uses TVC videos to yield the highest views.
Key Opinion Leaders: Givenchy works with a number of influencer accounts to directly publish posts promoting the brand. Additionally, the brand uses celebrities to retweet campaign and fashion show content.
Hugo Boss uses their digital, social media ecosystem in China to promote their latest campaigns and educate Chinese consumers about their collections and sub-brands. Hugo Boss not only uses its China website for ecommerce sales, it also operates a Tmall flagship store for its BOSS Orange collection, which focuses on denim and casual wear. Its Tmall store provides a secondary platform for online shopping which can more easily participate in local shopping holidays such as Singles Day.
Hugo Boss connects China social media to brand ecommerce platform
Hugo Boss emphasizes product education and campaign promotion on its social channels. Its website has additional focus on fashion show live streams and ecommerce. In this report, you’ll discover how Hugo Boss optimizes their content to reach Chinese audiences across their major social networks- Weibo, WeChat, Youku, and its Tmall’s flagship store.
What You’ll Learn
Brand Website: Discover how Hugo Boss uses its China website to encourage online shopping and live stream fashion shows to keep Chinese netizens interested and update to date.
Weibo: We’ll show you how Hugo Boss uses its celebrity content to engage its social audiences while promoting its latest products.
WeChat: Find out how Hugo Boss uses its global campaign media to gauge user interest in the brand.
Tmall: We will walk you through the brand’s Tmall flagship store which offers with exclusive discounts on its BOSS Orange’s line.
Youku: Discover how Hugo Boss operates their main video platform to deliver campaigns and promote its new arrivals.
Key Opinion Leaders: Hugo Boss also co-works with a number of KOLs among different industries. You’ll find out which influencers had the greatest impact on user engagement and why.
Riding off the coattails of popular Hollywood movie “Straight Outta Compton”, Beats by Dr. Dre creates its “Straight Outta” Asia campaign to feature Asian A-list celebrities showing off their pride for where they came “straight outta.”
Beats By Dre works with China’s top digital influencers
Beats makes strategic use of celebrity ambassador KOLs, collecting video interviews as well as iconic images of them with their ‘Straight Outta’ logo. Beats disperses its campaign videos on popular video sites Tudou and LeTV as well as on its WeChat HTML5 multimedia page. The brand uses WeChat and Weibo platforms to lure users to its YOHOOD Straight Outta offline fashion event, creating hype with teaser posts and ticket giveaways.
What You’ll Learn
Weibo: We’ll show you how Beats uses A-list Asian and international celebrities to promote its campaign on Weibo. Find out how Beats makes strategic use of Weibo by having Asian super star Kris Wu post campaign material directly from his account.
WeChat: Investigate how Beats uses WeChat to tease its users about its upcoming offline fashion event, YOHOOD Straight Outta. We’ll also show you how the brand uses the newest mobile technologies to broadcast its campaign material on its WeChat HTML5 multimedia page.
Video: Discover how Beats uses LeTV and Youku video platforms to broadcast its campaign videos to a wide spread audience. Find out how the brand uses both mainstream and alternative video platforms to amplify their messages.
Offline Events: Beats collaborated with urban-chic retailer YOHO to create the YOHOOD Straight Outta offline event. Investigate how Beats successfully uses its O2O strategy to lure users to the event and surprise them with guest celebrity appearances.
Key Opinion Leaders: Find out how Beats appeals to a wide range of users by using a variety of KOLs and celebrities including both artists and athletes.
Michael Kors designs its digital, social ecosystem to amplify its brand messages and encourage Chinese consumers to purchase its products. The brand aligns its image with the jetsetting ideals of the Chinese nouveau riche. Michael Kors capitalizes on the growing trend of wealthy Chinese who are traveling and shopping abroad by providing mobile viewing catalogs on its mobile brand site and WeChat mini-blogs.
Michael Kors features its Jet Set campaign on Douban
Michael Kors combines its brand site, Weibo, WeChat, Youku, Douban, and KOLs to create an expansive social media ecosystem. We’ll show you in this report how Michael Kors uses its media channels to entice Chinese consumers and enhance their customer experience.
What You’ll Learn
Brand Website: Discover how Michael Kors uses its website as a brand media hub and product viewing catalog. Find out how Michael Kors encourages Chinese consumers to visit their stores by providing them store locator maps and product catalogs on their mobile devices.
Weibo: We’ll show you how Michael Kors uses Weibo to amplify its brand image to Chinese consumers. Find out how Michael Kors creates mini hashtag campaigns around its Jetset theme and shows its accessories alongside well-known celebrities.
WeChat: Investigate how Michael Kors uses WeChat as a mini-blog platform for its travel-focused, tech-savvy Chinese audiences. We’ll show you how the brand makes strategic use of WeChat’s multi-media functions.
Douban: Explore how Michael Kors uses its Douban platform as a media archive, storing and categorizing its previous campaign content and brand history.
Video: Discover how Michael Kors uses its Youku video platform to entice Chinese consumers with brand videos and campaign media. We’ll show you how
Key Opinion Leaders: Michael Kors works with a number of direct KOL influencers as well as the Weibo fan club pages of Chinese celebrities. Using influencer, retail, aggregator, media, and brand KOLS, Michael Kors amplifies its messages overs social media to its Chinese audiences. Find out which influencers had the greatest impact on user engagement and why.