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Pearson JSC Page.Qxd China’s social and mobile companies set to shake the tech world Received (in revised form): 14th January, 2015 Andrew W. Pearson is the Managing Director of Qualex Asia Limited, a leading software big data, fast data, mobile and social media implementer for the gaming, finance, healthcare, energy, hospitality and retail industries. He has written books on casino marketing, predictive analytics and mobile and social media. A frequent speaker on such topics as big data, predictive analytics, customer relationship management (CRM) and social CRM, as well as mobile and social media, Mr Pearson is fascinated by the rapidly changing business world, especially in Asia. Qualex Asia, 1 Central Residences, Lot B, Zone B, Tower 7, 24A, NAPE, Macau Tel: +853 6265 5885; E-mail: [email protected] Abstract The days of China simply being a country that copies, pirates and counterfeits US and European technology is coming to end. Platforms like social and mobile are at the forefront of China’s current technological revolution. We are truly living in an interconnected world and this interconnectedness is creating a whole host of ways to market a product and/or a service. Chinese blogs, micro-blogs, content communities, social networking sites, virtual game worlds and virtual social worlds are leading this new technological revolution. Companies like WeChat, QQ, Weibo, Hexun, Youku, Jiepang, Qieke, Ushi, Taobao and Ku6 are all experiencing exponential growth. In China, the competition for consumers is incredibly fierce, especially in the social media space. This competition, however, does have a dark side: many companies regularly employ ‘artificial writers’ to seed positive content about themselves online and attack competitors with negative news they hope will go viral. On the e-commerce front, Taobao has formed a synergistic partnership in which store owners on Taobao create accounts on Weibo and utilise it as a channel to market their products and communicate with customers. On the virtual social world front, China might also be leading the world with sites like yy.com, which have figured out a way to monetise karaoke. Technology has always moved at the speed of light, but today the barriers of culture, language and communication are falling by the wayside and China is finding itself at the forefront of this new technological revolution. KEYWORDS: Chinese social media, social shopping, WeChat, instant messaging, location based services, e-commerce, mobile affiliate sales, WeChat, Taobao, virtual social worlds, Singles Day INTRODUCTION wakes up, he will shake the world’. It has Before he became emperor, Napoleon been over two centuries since those Bonaparte apparently once pointed at a prophetic words were uttered but, today, map of China and stated, ‘here lies a China is more than awakening from her sleeping lion, let him sleep, for when he slumber. China is nowhere near ready to ᭧ Henry Stewart Publications 2050-0076 (2015) Vol. 3, 2 000–000 Journal of Digital & Social Media Marketing 1 China’s social and mobile companies set to shake the tech world challenge the USA for economic as access a multitude of social networking supremacy, but the days of China simply sites and services. Basically, whatever other being a country that copies, pirates and worldwide mobile users are doing, the counterfeits US and European technology Chinese are doing it too. Chinese mobile is quickly coming to an end. The social users are very much on the cutting-edge and mobile platforms are at the forefront of mobile and social media technology of China’s current technological and driving a whole new blogging, revolution. Companies like Alibaba, Baidu, gaming, buying and marketing revolution. WeChat, Sina Weibo and Xiaomi might In China, users spend more than 40 per not be household names in the West, but cent of their time online on social media they are in China and most of them are websites, a figure that is expected to traded on US stock exchanges and continue its rapid rise over the next few followed by analysts and users alike almost years.4 ‘This appetite for all things social as much as Amazon and Yahoo are. has spawned a dizzying array of China is the biggest social media market companies, many with tools that are more in the world and whereas Facebook might advanced than those in the West: for be the biggest social network in the world, example, Chinese users were able to its penetration in China is minimal (at embed multimedia content in social media least compared with WeChat) and will more than 18 months before Twitter users probably remain so for a long time to could do so in the United States’.4 come, not only because China censors Companies like WeChat are Facebook but also because Facebook’s revolutionising social networks, adding Chinese competitors are actually creating malls as part of their platforms, while some very technologically savvy products. Taobao has teamed up with Weibo to The Global Web Index allow instant commentary and blogging (http://www.globalwebindex.net/), six of on purchased items. yy.com has inverted the ten most widely used social systems the concept of reality television, by taking are Chinese, including Qzone (19 per a singing competition and broadcasting it cent), Sina Weibo (18 per cent), Tencent over the internet, while allowing viewers Weibo (16 per cent), RenRen (11 per to directly remunerate the contestants. cent), Kaixin (8 per cent) and 51.com (6 per cent). In March 2012, China’s mobile ‘Social media began in China in 1994 with subscriber count topped 1 billion mobile online forums and communities and connections,1 and this number included migrated to instant messaging in 1999. User 356 million mobile internet users.2 It is review sites such as Dianping emerged around 2003. Blogging took off in 2004, almost mind-boggling to think that China followed a year later by social-networking has close to 30 cities with populations 3 sites with chatting capabilities such as greater than 8 million people. Like their RenRen. Sina Weibo launched in 2009, counterparts in other countries, Chinese offering microblogging with multimedia. mobile subscribers do everything from Location-based player Jiepang appeared in making phone calls, sending texts, 2010, offering services similar to e-mailing messages, tweeting and Foursquare’s’.4 blogging. On their mobile devices, they also like to watch videos, listen to music, This explosive growth should continue read and share books, play mobile games, into the foreseeable future, ‘a trend that’s at shop at online stores, connect and check least partially attributable to the fact that in at bricks-and-mortar stores (sometimes it’s harder for the government to censor through geofencing applications), as well social media than other information 2 Journal of Digital & Social Media Marketing Vol. 3, 2 000–000 ᭧ Henry Stewart Publications 2050-0076 (2015) Pearson channels’.4 The Chinese government puts virtual game worlds; and virtual social the onus of censorship on the internet worlds. For every one of Kaplan and providers, but it is very hard for them to Haenlein’s US social media types, there is keep up with China’s technologically a corresponding Chinese social media type savvy users, who are constantly on the that includes sites that either mimic or lookout for the latest technology and supersede the capabilities of their US newest internet access work-arounds. counterpart: for every Facebook in the Mobile apps pop up on a daily basis and USA, there is a RenRen in China; for remote access software allows Chinese every US microblogging site such as users to easily evade what has been Twitter there is an equivalent such as dubbed ‘the great firewall of China’. Tencent Weibo (see Table 1). One of the most important elements of China has almost half a billion social mobile and social media is its media users engaging with each other on interconnectedness. An upload to YouTube mobile.2 Mobile instant messaging is the can go viral through Twitter, Facebook, most popular activity, LinkedIn, WeChat, Weibo, WhatsApp, Youku and a whole host of other social ‘accounting for 83.1 per cent of the total media and mobile media platforms. Within population of mobile users, followed by seconds, something uploaded onto social mobile search (62.1 per cent), mobile news media in the USA can end up on a (60.9 per cent), mobile music (45.7 per cent), mobile literature (44.2 per cent), mobile application in China or Japan or mobile social networking sites (42.3 per Korea or almost anywhere else in the cent), mobile microblogs (38.5 per cent), world that has mobile and/or internet mobile games (30.2 per cent), mobile posts access. We are truly living in an and reposts (29.7 per cent), mobile e-mails interconnected world and this (24.1 per cent), mobile videos (22.5 per interconnectedness is creating a whole cent), mobile payment (8.6 per cent), host of ways to market a product and/or a mobile banking (8.2 per cent), mobile service. shopping (6.6 per cent), travel booking (4 WeChat, in particular, has proven to be per cent), and mobile daily deals (2.9 per 2 highly successful and is growing rapidly cent)’. both in China and throughout the rest of the world, but companies like QQ, Weibo, China’s social media users are a savvy lot, Hexun, Youku, Jiepang, Qieke, Ushi and delighted to trumpet a company’s products Ku6 are all experiencing exponential when they like it or just as happy to tear growth. With a base of 1.3 billion people, one down when they do not. To it is not too hard for services that catch on understand the popularity and the in China to rapidly get to tens of millions potential that social media holds for of users within a year or even sooner.
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