Digital & Social Trends in China 2014 презентация

Digital & Social Trends 2014

part 1

2 .1 social for a good use

Social for a good use is answering the user’s demands for more care about the social responsibility. Charity is for users a social status.
Brands are doing this inline with their CSR efforts, it is an effective positive brand image building, which also have an viral effect.

Important is that the brand building is creditable since the users have seen previous scandals with charity organizations
Be creative and engage users by giving them a change to show others their goodwill
Brands might be willing to combine sales and charity by giving the users a change to give while shopping.

implication:

1.1 热点新闻上升到社会问题探讨

1.1 DISCUSSION ON SOCIAL FOR THE SOCIETY

Because of the Internet, the news that hasn’t arouse extensive attention in old days now can be discussed in public and even become an index to some oversea cases and help to reveal other historical cases.

No longer do people consider top news as occurrences but like to have a deeper study on it. They are willing to spread the consensus with a hope to change the society.

A 10 year old girl throw a baby in a elevator

1.1 DISCUSSION ON SOCIAL FOR THE SOCIETY

Every user has several close groups

The group chat function enables users to form several coteries automatically. While WeChat’s Red Packet is a product which enables users to hand out and take in red packets among friends. It was a hit in 2013 with its person-time reached 585 thousand times and 121 thousand red packets were taken in the New Year’s Eve.

Weak ties becomes a source of information

Compared with WeChat, Weibo has become a platform where users can scroll through information related to their interests and communicate with strangers who have the same habits. Weak ties and acquaintances offer more total information in social networks than strong ties do.

From midnight to 4 pm on Chinese New Year's day, over 5 million people took part in the "Qiang Hongbao“ (red envelope with money) activity on WeChat. Over 75 million participated, and more than 2000 Hongbao were taken away. Average 94 000 Hongbao were taken per minute.

1.2 ONLINE RELATIONSHIPS BACK TO STRONG TIE

Consumers enjoy their multi-screen experience

64% of CMNET users use mobile phones as they are watching TV. “Multi-screens behavior” is common now.

Ubiquity of mobile devices

CMNET users surf the internet at home, office etc. People now use mobile anytime, anywhere.

People are exposed to screens all day

1.3 MULTI-SCREEN CONSUMPTION BEHAVIOR

Mobile payment is increasingly popular

The trading volume of mobile networks totaled 167.64 billion RMB in 2013, a growth of 165.4%. As people get more used to mobile payment, many e-businesses are offering mobile payment discounts to attract more customers.

Third-party payment apps gain users’ trust

In last year, 100 million Alipay users made 2.7 billion payments through mobile phones; total volume was over 900 billion RMB.The total ot third party payment had an growth of 700% compared with last year.

WeChat‘s payment system encourages users to bind their bank cards to it through Red Packets and taxi discounts. It achieved 200 million bank/credit card registrations within 2 days.

1.4 24-7 SHOPPING CRAZE

Secondhand trading also strengthens a product experience, which can make customer a brand spokesman.

Purchasing as shopping experiences

Sometimes purchasing is an experience. People who are tired of using their old stuff but don’t want to waste or throw away things create online flea markets, such as on the secondhand BBS of Taobao. Last year, the amount of second-hand sales posts increased by 50%, and the number of active users increased by 30%.

Reselling unused articles is sharing resources

Among the secondhand items, most popular were clothes, products for mothers and children, and electronic products. White collars, young mothers and IT fans were the major customers.

People are happy to see their stuff are appreciated and bought, which saves money and helps them to update current products. The research showed that digital products are what Chinese users want to resell most.

1.5 SELLSUMERS

Find better services

Share both location and information

Users can share their location to others and read the comments. For instance, people comment on services on Dianping.com and use apps like Chanyouji to share their photos real-time while travelling.

Thanks to LBS apps like Dianping and Didi taxi, shopping, dining out, and taking taxi have all become easier. These services offer us more options and save time.

1.6 LBS FOR LIFE

Integration of different platforms

Cable boxes and digital TV integrate traditional media and online content, making TV another access point to online videos and even a shopping center.

Viewers are also creators and sharers

People can make videos themselves; Instagram and Tencent Weishi are the two most popular ways to make and share one’s own short videos. The “barrage website” bilibili also allows users to interact with each other by adding comments on videos.

1.7 AGGREGATING THE VIDEO CONTENTS

part 2

The positive “viral”

Brands initiate programs for social good to engage digital users

2.1 SOCIAL FOR A GOOD USE

Effective brand building

Brands’ efforts on bringing their social initiatives online is in line with their overall CSR strategies. Their use of social to leverage their organizational initiatives makes for effective brand image building, which also can have a viral effect.

Social for a good cause is answering users’ demands for more social responsibility. Charity has also become a way for users to gain social status.

Motivation: hiking across huge mountains and challenging one’s self forces one to step out of their comfort zone, to remind us about what’s important.

Aloys’ down to earth hiking events encourage people to face the spiritual world directly and gained high marks as a public service activity.

POWERTOGO

Linked to Aloys personal WeChat account where users can find more information about Powertogo, share with friends, and find other charity events.

Share with friends

Other charity events

PowertoGo was the priority section on Aloys’s Wechat
page

2.1 SOCIAL FOR A GOOD USE

Brands are pushing information to users by linking their offline to online and giving the users a real life utility through leveraging new gateways.

This is a way to leverage a new source of information (at POS) and assisting the user’s decision making process.

Enable to know more

At points of sale (POS), brands are using technology to provide users information & communication; influencing, guiding, and leading users to make the decision to purchase.

2.2 POINT & KNOW: ENABLED POINT OF SALES

Insights:

Point of Sales in the offline stores can SUPPORT consumers with a quick answer to any buying concerns.

Increased sales via impulse purchases, additional availability, and an easy purchase process.

VERO MODA OFFLINE STORE LINKAGE TO ONLINE

Vero Moda and Only used their offline stores to push costumers to go to the online store by leveraging the QR codes on clothes and in-store items.

When the users scanned the QR code, they would enter the mobile online store, where they could directly click and pay with WeChat payment.

2.2 POINT & KNOW: ENABLED POINT OF SALES

2.3 QR MANIA

90’s tech getting back in business

Driven by curiosity and utility

QR codes have been around since the 90’s but its market is stronger now due to smartphone scanners and the increasing use of APPS like WeChat.

The brands’ usage of QR codes will allow the consumer to find more information and open a new brand dimension, linking them with different platforms for different purposes

Insights:

Use QR codes as an entrance and bridge between online and offline

Leverage a users’ curiosity and playfulness when putting your QR codes on different locations with different end purposes.

Use the 4Ps of your product to provide consumer solutions for users who will scan your QR codes

During a Dec. 12 shopping event, Alibaba's Taobao marketplace put a QR code on its website to drive users to the app. Shoppers scanned the code 200,000 times in just one minute to try to win a lottery ticket.

Tracing the production details
Show customers where their fresh food was grown.

On products providing more information

McDonalds recently added a QR code that delivers nutritional information of their food to consumers.

By putting QR codes in interesting places, this can encourage users to take action and scan.

Nike pushed users to enter their Wechat and follow them in order to take part in an interactive activity and win a chance to win a customized pair of Nikes for free.

Shortcut to any action

2.3 QR MANIA

People drop out due to unsatisfying product experiences, service, and communication engagement.
Brands & digital products are now trying to satisfy the goal of users by focusing on the core experience flow, removing everything that might be unnecessary.

2.4 REMOVE ALL THE NOISE

Total solution mobile experience:
China Eastern

This is clear evidence that digital products are moving towards a clean and focused user experience.

Jianshu is a digital notebook where the focus is on simplicity and social sharing to platforms like QQ, Weibo and Douban.

The genuine blog - Jianshu

2.4 REMOVE ALL THE NOISE

2.5 INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFER

Foster a close relationship with consumers and get to know them in order to satisfy their needs and give them a customized offer.

Brands try to collect and analyze social data for insights

By digesting the information from the consumers, brands will be able to satisfy their users’ needs by leveraging a customized offer.

A relevant and customized offer makes for a closer relationship

The current relationships that brands have are becoming more focused on intimacy and leveraging consumer customization. Consumers will follow their own satisfying experience. As that gratification they find gets tailored and becomes more relevant, customers’ affinity and loyalty grows.

Luxury offers personalized brand experience

From mass scale to WeChat

WeChat offers the potential for personalization and social CRM, rewriting the rules for marketers who are currently used to Sina Weibo pushing out viral content on a mass scale.

Burberry Personalized experience

Burberry just partnered with WeChat to give their users a customized experience. The brand took WeChat fans behind the scenes at its London runway show, offering them audio commentary from the creative team and Chinese celebrities. When fans sent Burberry a text message, the brand instantly responded with a virtual plaque engraved with their name.

2.5 INTIMATE RELATIONS LEADE TO CUSTOMIZED OFFER

Always on the spot
Always be unexpected
Always in time

Brands are hijacking the social conversation and assuming a presence in consumers’ daily lives through their fast, creative, and real time responses.

2.6 SOCIAL HIJACK: FAST MOVING CREATIVE CONTENTS (FMCC)

Oreo spread their TVC online by using KOLs to push it to users who instantly grasped it and replied with UGC that Oreo quickly incorporated into their creative development.

By using the instant creative development from current topics buzzing in social media, Oreo showed a creative effort that resulted in quick and widespread viral dissemination.

OREO – rolling national attention

As a sponsor of the talent show Happy Boys, Stride followed the live show connecting with users screens via TV micro blogging, mobile and micro-channels often with three-screen interactions. Stride listened to the conversations about the on-going live competition and leveraged creative content based on their opinions and expressions.

During the CCTV New Year's Gala a girl called Xiao Cai Qi was spun around without stopping for 4 hours Stride used this in their creative on social since “unstoppable” is the slogan of Stride

STRIDE– unexpected & unstoppable creative

2.6 SOCIAL HIJACK: FAST MOVING CREATIVE CONTENTS (FMCC)

2.7 TIME TRIGGERED EXPERIENCE

More challenging! More fun!

Time is a built-in factor in all human activities; most endeavors must be finished within a certain time.

Adding on timed mechanics is a common method adopted by many game designers to create and increase the challenge, so as to immediately draw a player in.

Wildly used in games & help shape behavior

Time-management games are becoming increasingly popular and they are seen in games like Candy Crush and Farm Story.

Brands now pick this “time” element and play with users – using time control / constraints to trigger users to seize those limited moments and take action.

Lays - Who is your flavor

Lays created marketing history this fall with a local version of the globally successful "Do Us a Flavor” campaign

At a specific time, users had a chance in taking part in the lucky draw on their mini site, in addition to the voting campaign on what type of flavor and man would win the princess’ heart.

Users could enter a code on their package via the mobile site.
The prize would be announced every hour.
Users could vote for two celebrities to win prizes too.

2.7 TIME TRIGGERED EXPERIENCE

The communication is not any more about the message calling for action, but more a story that immerses customers in the brand experience. The experience then results in purchase decisions.

Every story tends to lead to selling the product and service, while also satisfying consumers with the offered experience.

Businesses are tying marketing and sales closer, linking digital experiences with e-commerce. They try to make every story lead directly to a sales transaction.

2.8 MAKE EVERY STORY SELL

Ju.so - A story behind the creative products

A platform for creative incubation where users can enjoy the story behind a beautiful product.

Through the integration of online, offline, e-commerce, production, and cooperation between brands and other resources, Chinese creators are able to push their personal projects and have a chance to break into and build their popularity in the mass market.

2.8 MAKE EVERY STORY SELL

What is “Tuhao”?

The traditional “Tuhao”

First quote in cyber world

“Tuhao, please be my friend!”made “Tuhao” a hit

Public attitude towards “Tuhao”——a friendly joke

The traditional “Tuhao” refers to those who are rich but also evil. They are exploitative by nature and have no mercy.

Those who spent lots of money on computer-gaming outfits were called “Tuhao players”.

The joke “A young man and a Cham master” brought the word “Tuhao” into the public view.

The Weibo activities “Tuhao, be my friend please” and “write a poem for Tuhaos” ranked highly among hot topics, which made the word continuously in vogue.

The birth and the popularization of every top word reflects a subtle metaphor of social ecology in China, where the wealth gap remains wide and social mobility remains weak. Therfore, Diaosi is a kind of self-mockery, while Tuhao is a mockery to others.

DIAOSI

A self-mockery: the word “Diaosi” can be used to refer to one’s self as well as other people.

A description of someone in a predicament.

A dual-mockery to one’s plight and his inability to change.

TUHAO

A mockery to others: generally used to banter with others only.

More envy than jealousy

“Tuhao, be my friend please” is a kind of defense mechanism

BIG TIMES

‘Big Times’: the grand narrative, Passionate ideals, society having relatively centralized themes, ex people wanting to achieve a certain goal together.

TINY TIMES

‘Tiny times’: Individuals, preferences, special tastes, a decentralized, even fragmented environment.

From “hatred of the rich” to “joking with TuHao”,
this subtle psychology changes could explain why Chinese youth turn to Tiny times.

Youth born in the 80s and 90s have entered the “Tiny times”, a socio-economic structure dominated by materialism and fueled by developed media technology. Individuals, preferences, and niche tastes can be better expressed in this environment. Netizens envy those who are materially rich, but “hatred of the rich” has changed to “tolerance and acceptance of the rich”. This is a more complex social attitude than self-deprecation. “Let’s make friends, TuHao” is the youth’s dark humor, meaning they no longer care about the gap between rich and poor.

‘Big times’ will melt away quietly because of the rapid spread of Internet culture and ‘Tiny times’

‘Tiny times” represents the way to escape from the unfinished political cultural ideal. Together with the online culture such as "Tuhao", "Diao Si", it has been eating away the "Big times”.

WHAT IS NEXT?

People and things are connected through technology into a big network; an hyper dimensional network

This hyper-reality is built through technology and brings solutions to our emotional or everyday life needs

We are facing a real life “Inception” where an experience will change our behaviors