CHINA SOCIAL MEDIA LANDSCAPE 年中国社会化媒体格局

Size: px

Start display at page:

Download "CHINA SOCIAL MEDIA LANDSCAPE 年中国社会化媒体格局"

Darren Jennings
6 years ago
Views:

1 CHINA SOCIAL MEDIA LANDSCAPE 年中国社会化媒体格局

2 Content Part I. Kantar Media CIC Introduction Part II. Introduction of China Social Media Landscape 2016 Part III. Trend Watch Case Study Part IV. Evolution of KOL

3 Part I. Kantar Media CIC Introduction Kantar Media CIC

Kantar Media CIC is the thought leader of the

position Expanding market to Asia-Pacific and

Consulting firm in China Launched the first

first China social media landscape Agreed to

FishEye Analytics and expanded market to

social listening command center in China

4 Kantar Media CIC is the thought leader of the social listening industry Created the social listening industry Maintained a leading industry position Expanding market to Asia-Pacific and global Founded as the first IWOM Research and Consulting firm in China Launched the first realtime social listening tool Published the first China social media landscape Agreed to be acquired by WPP s Kantar Media Merged with FishEye Analytics and expanded market to Asia-Pacific Helped Nestlé to build the first social listening command center in China Coined the term Internet Word of Mouth (IWOM) Coined the term Social Business

5 Kantar Media CIC has access to the global resources of the WPP Group CIC agreed to be acquired by WPP s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position expand to markets throughout the Asia Pacific region. WPP (LSE:WPP) (NASDAQ:WPPGY) World s largest communications services group 165,000 3, employees Offices countries WPP Omnicom PUBLICIS IPG HAVAS WPP has higher revenue than any other global communication services groups Kantar has many global subsidiary corporations Millward Brown Kantar Retail Kantar Health Kantar Worldpanel TNS TNS Sino Trust Added Value Kantar Media CIC China's leading social & digital business intelligence provider

China social listening industry Beijing Hong Kong

6 Kantar Media CIC has three branches to better serve clients all around Asia-Pacific 55% market share of China social listening industry Beijing Hong Kong Shanghai Headquarters 3 branches 100+ employees 100+ clients

7 Kantar Media CIC has 3 services: Dashboard, Social Listening Center and Report What? Why? Now What? Data Info Deep Dive Insight Daily / continuous Monthly Quarterly / yearly Reputation Management Negative news alerts Issue/crisis monitoring & reporting Crisis review Performance Measurement Brand & campaign tracking Ongoing campaign tracking Brand and campaign evaluation Communication Strategy Hot topics Trend Watch Content & communications strategy Consumer Foresight Identifying hot products Product attributes quick study Category insight & user behavior E-commerce Intelligence Consumer feedback Competitor intelligence E-commerce reviews 1 Kantar Media CIC Dashboard Application (standard) 3 Kantar Media CIC Research & Consulting Service (customized) 2 Kantar Media CIC Social Listening Center (customized)

8 Kantar Media CIC s products and services

About Kantar Media CIC Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media

9 About Kantar Media CIC Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media and social media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. Asia-Pacific branch Kantar Media CIC is China's and regional leading social and digital business intelligence provider. The experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP s Kantar Media in For further information, please visit us

10 Part II. Introduction of China Social Media Landscape 2016 Kantar Media CIC

13 1. BATS, the core of the China s social and digital landscape 以 BATS 为核心的中国数字社会化媒体格局

14 1. BATS (Baidu, Alibaba, Tencent, Sina) make China s landscape uniquely PRACTICAL BATS ( 百度阿里巴巴腾讯新浪 ) 使得中国社会化媒体格局富于高实用性 I V VIRAL 快速传播 INFORMATIVE 大信息量 P PRACTICAL 高实用性 Sogou/ 搜狗 Wechat/ 微信 Weibo/ 微博 Baidu/ 百度 Weibo/ 微博 Wechat/ 微信 Tenpay/ 财付通 Wechat/ 微信 Weidian/ 微店

15 2. Developing E-commerce categories reflect the complexity of China s retail market 复杂的中国零售市场下急速扩展的电商平台

2. Multiple types of e-commerce reflect consumers diverse needs 不同种类的电商平台反应了消费者的不同需求 Kantar Media CIC / China Social Media Landscape 2016 Search E-commerce platforms in China E-commerce Traditional

16 2. Multiple types of e-commerce reflect consumers diverse needs 不同种类的电商平台反应了消费者的不同需求 Kantar Media CIC / China Social Media Landscape 2016 Search E-commerce platforms in China E-commerce Traditional E-commerce Sites > Taobao 淘宝 Tmall 天猫 Alipay 支付宝 JD 京东 Yihaodian 一号店 Suning 苏宁易购 Dangdang 当当网 Weidian 微店 Crowdfunding > JD Finance 京东众筹 Hi, Taobao 淘宝众筹 Zhongchou 众筹网 Overseas Purchasing > RED 小红书 Fengqu 丰趣海淘 Kaola 考拉海淘 Group Buying > Nuomi 百度糯米 Meituan 美团 Flash Sales > VIP.com 唯品会 Mei.com 魅力惠 Jumei 聚美 Secondhand > Xianyu 闲鱼 Xin.com 优信二手车 O2O > Didi Taxi 滴滴打车 Ele.me 饿了么 Gewara 格瓦拉 Taopiaopiao 淘票票

17 3. Video continues to rise as it fragments 视频持续多样化发展

18 3. Video has 514 million users with increasingly diverse formats 中国拥有 5.14 亿视频用户, 视频种类也越来越多样化 514 million users Traditional Video Sites Traditional Video Sites Danmaku Danmaku Short Video Short Video Live Live Broadcasting Broadcasting Youku/ 优酷 Tudou/ 土豆 QQLive/ 腾讯视频 Acfun Meipai/ 美拍 Miaopai/ 秒拍 Douyu/ 斗鱼 Panda TV/ 熊猫 TV LeTV/ 乐视 SohuTV/ 搜狐视频 iqiyi/ 爱奇艺 Bilibili/ 哔哩哔哩 Weishi/ 微视 Ingkee/ 映客 XiaokaTV/ 一直播 Data from CNNIC

19 4. Q&A reinvigorated with AMA as platform for deep engagement 问答平台的复兴及深层参与

4. AMA + Celebrity + innovative business model is creating buzz 问答 + 名人 + 创意的商业模式能够创造网络声量 Fenda/ 分答 As the son of the Asia s richest man, is there anything you can t afford?

While from philosophic aspect, 32 money doesn t buy love, dignity and some other things.

20 4. AMA + Celebrity + innovative business model is creating buzz 问答 + 名人 + 创意的商业模式能够创造网络声量 Fenda/ 分答 As the son of the Asia s richest man, is there anything you can t afford? 请问作为亚洲首富的儿子, 您的人生还有什么买不起的? $ Click here to play 点击播放 Based on the definition of commercial merchandise, nothing is unaffordable for me. While from philosophic aspect, 32 money doesn t buy love, dignity and some other things. As a Chinese, questions I do think twice before purchasing some luxury goods or something may raised by public indignation. / 从正常可销售的东西定义来说, 我的身价是没有什么买不起的但从哲学角度来说, 很多东西是不销 RMB 售的, 比如爱情尊严这些东西是买不到的但作为一个中国人, 有些东西我在买之前会三思考虑, 比如过于奢华的东西激起民愤的东西, 等等 230, minutes 12,330 people listened 599 people said, interesting

21 5. KOL landscape: it s complicated KOL( 意见领袖 ) 格局 : 具有复杂性 Jacky Xue/ 薛之谦 Gogoboi Zhang Xinyuan/ 张辛苑 Zhang Zhaozhong/ 张召忠 C C C C E W E W E W E W C E W Celebrity Expert Wang Hong

22 Part III. Trend Watch Case Study Kantar Media CIC

Live Video Apps Are Getting Highly Sought-after Emerging Trend in China Social Media Landscape 11 7 What Happened ELLE, a famous fashion magazine, utilized a live video app Meipai to broadcast Paris

With Paris Fashion Week reaching its apex, netizens were able to watch the runway shows from the hottest fashion designers, scope the best dressed celebrities on the street style, discover the latest

What Celebrities Say @ 吴昕 /Wu Xin (Famous Hostess of Happy Camp): 刚才直播了一会儿, 太好玩啦, 我已经上瘾了, 这两天我会积极的来参加直播 Link// Just watched the live video, I ve been addicted to it.

23 Live Video Apps Are Getting Highly Sought-after Emerging Trend in China Social Media Landscape 11 7 What Happened ELLE, a famous fashion magazine, utilized a live video app Meipai to broadcast Paris Fashion Week live. With Paris Fashion Week reaching its apex, netizens were able to watch the runway shows from the hottest fashion designers, scope the best dressed celebrities on the street style, discover the latest and great beauty trends by broadcast videos. One live video initiated by ELLE would attract over 40 thousand audiences on Mei Pai and triggered lots of real-time discussion. What Celebrities 吴昕 /Wu Xin (Famous Hostess of Happy Camp): 刚才直播了一会儿, 太好玩啦, 我已经上瘾了, 这两天我会积极的来参加直播 Link// Just watched the live video, I ve been addicted to it. I ll keep following these live video activities these days. (Comment: 1,862; Likes: 34,031; Retweet: 李静 (Famous Hostess): 我的 # 秒拍直播 # 开始了, 太多事情想告诉你, 快来捧场 Link//. My live broadcast has started, welcome to join me and listen my stories. (Comment: 265; Likes: 897; Retweet: 1,443) Source: Weibo, March Kantar Media CIC IWOMcoorperator Wu Xin s Street Snap Live by Meipai App Audience: 41,059; Likes: 667,000 六间房 /6.cn YY 直播 /YY.com 虎牙直播 /Huya.com Live Video Websites What Kantar Media CIC Says 美拍 /Meipai 花椒 /Huajiao 映客 /inke Live Video Apps 秒拍直播 /Miaopai Live video websites (e.g., 6.cn, YY.cn, huya.com) used to be popular among netizens, especially to generations before 85s. These entertaining communities have now gone mobile in the form of vertical-interest apps. Live video apps (e.g., Meipai, Miaopai, inke and Huajiao) can host plenty of live broadcasting. We see this as a significant evolution, signaling a decentralization of the landscape away from WeChat, Weibo, and other social platforms. Furthermore, the characteristic of live video apps realtime interaction perfectly satisfies young netizens needs in their digitalized lifestyle. Brands could utilize this characteristic to build instant interaction with their consumers. March 2016 China Internet Consumer Watch

Short Video: From Fashion to Mainstream The Fast and Widespread Influence of Short Video What Happened Girls used video apps (like Miaopai and

Netizens used the hashtag # 男朋友觉得你的化妆品多少钱 # (how much does your boyfriend think your cosmetics cost) to share their videos and feelings.

A hashtag named after it has 13 thousands followers and 450 million reads. Besides, the participation of KOLs with huge fan bases, (e.g., 丁一晨 DYC and 郝静 sevi) contributed to the search volume.

boyfriend think /.your cosmetics cost# Come to see my video.

Favorite it 2458 times These souvenirs were authorized by Kobe Log on Tmall.nba.

24 Short Video: From Fashion to Mainstream The Fast and Widespread Influence of Short Video What Happened Girls used video apps (like Miaopai and Xiaoying) to shoot short videos showing their boyfriends making ridiculous guesses as to how much their cosmetics cost. Netizens used the hashtag # 男朋友觉得你的化妆品多少钱 # (how much does your boyfriend think your cosmetics cost) to share their videos and feelings. This kind of video was made by the ordinary netizen Plumommy, who is very popular on social media. A hashtag named after it has 13 thousands followers and 450 million reads. Besides, the participation of KOLs with huge fan bases, (e.g., 丁一晨 DYC and 郝静 sevi) contributed to the search volume. # 男朋友觉得你的化妆品多少钱 # (how much does your boyfriend think your cosmetics cost) (link) Read:450 mln Discuss:378k Follow:13k #how much does your boyfriend think /.your cosmetics cost# Come to see my video. (link) Retweet:10k Comment:10k Like:10K 118 Favorite it 6053 times What Kantar Media CIC Says Retweet: 80k Comment: 31k Like: 184k (link) Favorite it 2458 times These souvenirs were authorized by Kobe Log on Tmall.nba.com to learn more about KB20 These simple and short videos, which are cheaper than traditional commercials, are spreading much more widely and quickly on social media. Considering this hashtags overwhelming popularity is quite clear, it is suggested that brands interact with netizens by discussing hot topics and creating relatable videos. Brands can launch related campaigns to encourage consumers to share their products in order to increase the brand exposure. We can also see that the celebrities and e-commerce platforms have built collaboration relationship by making short videos. Recently, Kobe Bryant shoot a short video to promote his #KB20 souvenirs via NBA. Tmall.com Through this way, product promotion was carried out smoothly, which can be concluded from the number of favorite times of his souvenirs. It seems that this form will be better accepted by consumers. April 2016 China Internet Consumer watch

25 Part IV. Evolution of KOL Kantar Media CIC

26 Evolution of Social Content Social contents become more and more rich, visual, interactive, real-time, and immersive TEXT PICTURE AUDIO VIDEO Iterated from portals to forum communities, from the microblogging to WeChat Represented by Instagram and NICE these cross-platform social apps, open a stage for pure pictures social contents The rise of audio based social platforms such as XiMaLaYa, and Qingting FM Micro-video became popular via microvideo apps such as Miaopai and Meipai

Evolution of Online KOL The evolution of social contents empower Wang Hong to transfer from content deliver to content generator 2010 Joke Writer ( 段子手 ) 2012-2015 Celebrity ( 名人 )+ Expert ( 专家 )

27 Evolution of Online KOL The evolution of social contents empower Wang Hong to transfer from content deliver to content generator 2010 Joke Writer ( 段子手 ) Celebrity ( 名人 )+ Expert ( 专家 ) 2016 Wang Hong ( 网红 ) Representative: 留几手 Representative: 薛之谦 Representative: 局座 ( 张召忠 ) Representative: Papi Jiang Platform: Weibo, WeChat Feature: accumulation of fan base, idiosyncratic content Platform: Weibo, WeChat, TV Feature: taking advantage of his influence in entertainment, cooperate with other celebrities, exposure of personal life Platform: Weibo, WeChat, Video Sites Feature: before going to social media, experts have already gained mass audience base Platform: Weibo, WeChat, livestream APP Feature: accumulation of fan base, iconic content IP, leverage of video media and e- commerce

28 You also can click our website page ( to learn more about it. For further information, please feel free to talk with your contact person in Kantar Media CIC, or contact with our Marketing team (Renay Cheng, Senior BD & Marketing Manager, 如果您有任何问题, 请联系您在 Kantar Media CIC 的联系人, 或联系我们的市场部 (Renay Cheng, 高级市场营销及业务经理,

29 Thank you

中国经销领域的变化 J O H N D I X O N, V I C E P R E S I D E N T, G L O B A L D I S T R I B U T I O N N O V E M B E R

中国经销领域的变化 J O H N D I X O N, V I C E P R E S I D E N T, G L O B A L D I S T R I B U T I O N N O V E M B E R 2 0 1 8 经销商的角色 Technical Support Financial Terms Operations Supplier Distributor Customer 2 传统的经销网络