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China Media Landscape

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China Media Landscape X Entering China Get to Know How to Start Your Business in China Presented by: Joey Lee 1 Presented to: HiSTEP About me Joey Lee - General Manager of Meltwater China Graduating from The Hong Kong University of Science and Technology, Joey has been enabling hundreds of brands jumpstarting their PR/Social efforts. Meltwater China’s clients include Fortune 500 companies, Foreign brands entering China and also Chinese brands going overseas. Currently Joey overseas Meltwater’s China operation. 2 Meltwater 300+ 50+ 280+ 40,000+ Developers Global offices Account Corporate Managers Clients ● Best PR Analytics Software ● Best Media Monitoring Software ● Best Media & Influencer Software ● Best Social Media Monitoring Software 3 Agenda Know China’s Market Set Your Plan Activate Your Business China’s Media Data Collection Localization Landscape How it differs from How Meltwater can Examples US Market help 4 Know the Market China’s Media Landscape 5 Know the Market Landscape of China Social Media ● Over 100 social media platforms ● Diverse functions to meet diverse needs: 1. Instant messaging 2. Networking 3. Newsfeed 4. Interest 5. E-commerce 6. Multimedia entertainment 7. Online gaming 8. Knowledge Information ● In China, Lifestyles = Apps 6 Know the Market China’s Digital Ecosystem is Highly Integrated DIGITAL COMMERCE PAYMENTS SOCIAL MEDIA VIDEO STREAMING SEARCH Taobao Alipay WeChat iQiyi Baidu China’s biggest mobile China’s biggest largest Messaging app with China’s leading video China’s biggest search commerce platform, with online third-party integrated shopping platforms engine (similar to Google) integrated entertainment payment system with features (a much-expanded and social features more than 500 million WhatsApp) ~ 20% share ~ 76% share Tmall active users, compared China’s largest third-party with about 12 million for ~ 1.2 billion MAU Youku Sougou platform for brands and Apple Pay Search engine retailers ~ 20% share ~ 50% share QQ ~ 11% share ~75%-80% share Popular messaging app with a greater focus on WeChat Pay Tencent Video integrated games/blogging Shenma Payments integrated into JD (similar to WhatApp) Search engine popular messaging app ~ 15% share A direct sales e-commerce platform, JD ~ 650 million MAU ~ 5% share manages such functions ~ 10%-15% share as merchandising and mgtv, Sohu, LeTV Sina Weibo 360 search, Bing pricing (similar to Baidu Wallet China’s biggest social ~ 25% share Amazon) Payments system from media platform (Twitter-like ~ 8% share largest search engine platform) ~ 10%-15% share ~ 5% share Sunning, Vipshop, Gome ~ 500+ million MAU Baidu Alibaba Services independent of Baidu, ~ 5%-10% share China UMS, 99bill, China Tencent PnR Alibaba and Tencent 7 ~ 25% share Know the Market Major Social Media Channels in China Weibo WeChat Newsfeed, Short video, Instant messaging, Mini-program Live-streaming... Mobile payment, Short video... Established: 2009 Established: 2011 MAU: 500+ million (2019) MAU: 1.2 billion (2019) User gender: 50%:50% User gender: 57%(M):43%(F) User age: 18 - 40 User age: 10-70 Business users: 1.5+ million Transaction$: 80 million (2019) Business account fans: 16 billion Douyin Bilibili RED Short video, Live-streaming, Videos, Vlog, Live-streaming... Videos, X-border, e-commerce, e-commerce... Established: 2010 Live-streaming Established: 2016 MAU: 200+ million(2019) Established: 2013 MAU: 520+ million (2019) User gender: 46%(M):54%(F) MAU: 100+ million(2019) User gender: 43%(M):57%(F) User age: 16-45 User gender: 23%(M):78%(F) User age: 16-65 Daily play: 710 million times User age: 18-40 Categories: 30+ industries, Monthly user engagement: 2.4 Focused categories: skincare, 270+ sub-categories billion cosmetics, fashion, lifestyle... 8 How it differ Shopping Journey from US Market Western Shopping Journey Add the Search for Search for small wedding Browse for Browse for wedding gift bags and invitations chocolates, gifts;Decide to wedding Search for inspirations; Read reviews and the gift Purchase the check types, Purchase the buy cufflinks Browse for invitation wedding Settle on to finalize Purchase the bags to the invitations and price and chocolates for fiance cufflinks suggestions Efficient favors chocolates choice cufflinks cart the gift bags reviews Shopping is Pinterest Wedding Brand Style Brand Chocolatier Chocolatier Amazon Amazon Amazon Google Instagram websites website blogs website Websites Website Chinese Shopping Journey See the story Click Join a brand’s fan ‘Eight ideas for Post a question to Get notified for a personalized party on wedding the community Purse a live-streaming show landing page. suggestion for Tmall,browse the favors’;click and asking what Select specialty hosted by a favorite Add all items to the Contents are chocolates and brand’s latest read the people buy for chocolates and celebrity; click to basket and purchase based on chat with a collection and decide embedded links wedding favors; small bags; add watch and order the with a one-click;follow previous activity merchant to find to order cufflinks for to products and receive responses items to favorites featured perfume the delivery via the app out more fiance while watching Seamless stores within minutes Shopping is TAOBAO/JD.com 9 Online searching Online shopping Online exploring Set Your Plan Planning stages 10 Data Collection 1. Analyze your target market in China Understand what your Chinese consumers want Understand your brand capabilities on the Chinese To assess the different Chinese cultural market environments to learn and understand customers’ It is vital that brand message needs to highlight the values, motives, and practices, elusive trends, You rationale about why they should choose your brand. can leverage consumer research like: Thus, You can leverage consumer research and China - Consumer panel in China market entry study to define or redefine your brand - Market survey strength: - Sentiment analysis & social listening - Market sizing - Ethnographic research - Market potential in China - Feasibility study Understand how each local or foreign competitor is positioning its brand in China To build a unique positioning that stands out from the competition, it is essential to understand the chessboard of other brands on the Chinese market and their respective positioning. You can leverage market analysis in China like: - Competitive benchmarking - Market report 11 Data Collection 2. Assessing the potential of your brand image in China Vision Tagline Statement ● Values ● Memorability ● Differentiation Long term, big picture, idea of A phrase that captures the core of Narrative that includes your brand what you want to achieve your brand positioning in China promise and consumers’ rationale A vision is a description that informs The tagline acts as a clever punchline The statement should be a concise and inspires the company from within. to create a memorable brand image. sentence to describe what your brand It is a statement that gives meaning to Short and powerful, this is by what does in the context of a goal employees about the how and why of your customers would recognize you differentiation. However, it should be your business. While the vision can be first. The ultimate goal of the tagline is long enough to convey emotion and shared with the customers, the main customer-to-brand association and distinguish what the company offers. objective of corporate vision is to memorability. guide the internal operations of the company. 12 Data Collection 3. Crafting your message house to deliver your China marketing message 6 Essentials when you Deliver the Message Message House Point 1: Localized Message houses are a simple but effective tool to ensure that your teams keep consistency in their China marketing Point 2: Responsive & Flexible message across different channels. Point 3: Understandable & Consistent The messaging house is a format used to develop your Point 4: Actionable & Measurable China marketing message by focusing on your vision and the core message and the proof points that support them. Point 5: Innovative Building up a message house makes it easier for all marketing functions to stay on track when developing Point 6: Professional marketing materials, as it provides the underlying construct for all messaging about your product or service. 13 Data Collection 3. Market your brand image in China Strengthening one’s brand image requires acutely targeted communication campaigns and the need to pick the right channels Functions that Meltwater can help to deliver your China marketing message. To better understand with: how efficiently your branding activity are rolled out, a data-driven monitoring tool is required to help answer these questions. 1. Media monitoring Here is the package of data that your need to get to holistically 2. Social listening understand and evaluate your branding performance: 1. News volume & Social buzz 3. Influencer positioning 2. Media reach of news 3. Brand image health 4. 24-hour alarming 4. User engagement of social media 5. Influencer performance & positioning 5. Competitive analysis 6. Live-streaming vs. Sales volume 7. Competitors’ activities 6. Other reportings 8. Market trend 14 Set Your Plan How Meltwater can Help Stay on top of your own brand and market trend by: - Real-time media monitoring across channels - Brand sentiment detection - Snapshot of trending themes - Negative news alarm - Reporting service (regular, ad-hoc) 15 Set Your Plan How Meltwater can Help Find the influencers that are suitable for your brand by: - Reviewing their promotion activities
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