Chinese Social Media Landscape 2018 With 40 Brand Case Studies Produced by Luxion Media – www.luxion.com.au Contents Introduction .................................................................................................................................................. 3 Section One | WeChat and Weibo ................................................................................................................ 6 WeChat ..................................................................................................................................................... 6 1. Overview ........................................................................................................................................... 6 2. Statistics ............................................................................................................................................ 8 3. Analysis ............................................................................................................................................. 8 1. Overview ......................................................................................................................................... 23 2. Statistics .......................................................................................................................................... 24 3. Analysis ........................................................................................................................................... 24 Section One Wrap-Up ............................................................................................................................. 36 Section Two | Live Streaming and Short Videos ......................................................................................... 38 Yizhibo ..................................................................................................................................................... 39 1. Overview ......................................................................................................................................... 39 2. Statistics .......................................................................................................................................... 41 3. Analysis ........................................................................................................................................... 41 Alibaba (Tmall and Taobao) Live Streaming ........................................................................................... 49 1. Overview ......................................................................................................................................... 49 2. Statistics .......................................................................................................................................... 50 3. Analysis ........................................................................................................................................... 51 Douyin ..................................................................................................................................................... 60 1. Overview ......................................................................................................................................... 60 2. Statistics .......................................................................................................................................... 61 3. Analysis ........................................................................................................................................... 61 Section Two Wrap-Up ............................................................................................................................. 68 Section Three | Social E-Commerce............................................................................................................ 70 Little Red Book ........................................................................................................................................ 70 1. Overview ......................................................................................................................................... 70 2. Statistics: ......................................................................................................................................... 73 3. Analysis ........................................................................................................................................... 73 Section Three Wrap-Up .......................................................................................................................... 81 Section Four | Chinese Beauty Apps ........................................................................................................... 82 MeituPic .................................................................................................................................................. 83 1. Overview ......................................................................................................................................... 83 2. Statistics .......................................................................................................................................... 86 Chinese Social Media Landscape 2018 | Luxion Media – Chinese Marketing Agency 1 | Page 3. Analysis ........................................................................................................................................... 87 Meitu - Makeup Plus ............................................................................................................................... 89 1. Overview ......................................................................................................................................... 89 2. Statistics .......................................................................................................................................... 91 3. Analysis ........................................................................................................................................... 92 Section Five | Audio & Video Advertising ................................................................................................... 99 Ximalaya FM .......................................................................................................................................... 100 1. Overview ....................................................................................................................................... 100 2. Statistics ........................................................................................................................................ 102 3. Analysis ......................................................................................................................................... 103 Youku .................................................................................................................................................... 109 1. Overview ....................................................................................................................................... 109 2. Statistics ........................................................................................................................................ 112 3. Analysis ......................................................................................................................................... 112 Section Five Wrap-Up ........................................................................................................................... 123 Conclusion ................................................................................................................................................. 126 Chinese Social Media Landscape 2018 | Luxion Media – Chinese Marketing Agency 2 | Page Introduction Chinese social media has grown to unprecedented heights, and the expansion and surge of popularity in its countless platforms from the 2010 to 2020, will be one of the most pivotal and drastic developments for the luxury & social media industry a decade from now. China has a whopping 911 million active social media users, compared with the U.S. figure of 207 million. The e-commerce consumer spend in China is valued at a whopping $499 billion USD. The total amount of Chinese e-commerce consumers is increasing every year (581.5 million spenders as of Jan 2018, a 12% YoY increase) and more users are using social media for reference on purchases than ever before (physical stores only makes up for 16% of first awareness, the rest being attributed to social media, press, streams, audio references, and so on). There is no doubt that China's e-commerce market is on an upward trajectory. With this significant upward trajectory for China's e-commerce market, and with Chinese consumers spending an average of 6 hours every day browsing the Chinese Social Media Landscape 2018 | Luxion Media – Chinese Marketing Agency 3 | Page internet, engaging with other users, and looking through hundreds of brands and products every day, there is an overwhelming need for brands to understand the most prevalent apps to connect with these users, and how they can all complement one another to create a powerful brand strategy in 2018. This all goes into the importance of having a strong understanding of Chinese social media in 2018. But here's the problem: there are hundreds of social media apps in China, with a huge amount having