Chinese Digital Media Trends for 2015
If you’re planning on trying to crack the Chinese market, Chinese marketing agency Digital Jungle has pulled together these digital media trends to watch out for in the digital and social media sphere.
Social media still reigns
Social media is the key form of online communication for the Chinese. Once online, media becomes consumed and then regurgitated into a conversation. The collectivist nature of the Chinese means that sharing opinions and information through commenting, microblogging, instant messaging, commenting and writing reviews, forms a large proportion of their social media activity. With 300 million active Chinese users, Wechat is arguably the most popular social media. Online video popularity is also increasing; in October 2014 Youku’s mobile app exceeded 80 million unique visitors in one week. The $1.1 billion US dollar online video market is only forecasted to increase. The popularity and use of mediums are changing. For 2015 identify what your current consumers and target audience are using, to ensure you are focused on building the right platform.
Mobile madness
Eighty-three percent of China’s total Internet users access the web from their mobile devices, with the majority spending between one and four hours online daily. Increasing by 27 million since 2013, mobile Internet users have surpassed the number of desktop users. In 2015, the Chinese will continue to use their mobiles to communicate, be entertained, to bank, book travel, shop and pay for goods, and usage will no doubt escalate. With a staggering mobile movement, it is important to be well equipped to meet the needs of Chinese consumers. Always keep your social media channels updated, and ensure your website works smoothly on all mobile systems. It will be even more important to keep your content fresh, with new material to keep users coming back. More importantly, the majority of Chinese do not currently reject mobile advertising. Get creative, and use the rising popularity of video to make engaging but effective content to gain results.
Conscious consumers
This year showed the world that Chinese consumers are out to spend, particularly on luxury goods, overseas education and international travel. However, a shift in attitudes will motivate the emergence of the conscious Chinese consumer, one who is interested in purchasing guilt-free goods and services and aligning themselves with brands who can provide this. Poor wages and working conditions, air pollution and climate change are all negative effects of consumerism that the Chinese recognise and are concerned about. Alongside buying popular, trendy brands, consumers will look to purchase with a healthier, safer, ethically and environmentally friendly mindset. Think about how your brand and product is ‘good’ and emphasise this in your 2015 strategy. Can consumers feel guilt-free, contribute to the community or help charity by engaging with your brand? Be genuine about how you market this attribute; as by simply green-washing consumers you could be caught red-handed.
Emergence of Chinese brands
There is no mistaking the allure of Western brands on the Chinese consumer; however, the risings of Chinese brands are proving strong competition, and beginning to win local preferences. Wechat dominates the instant messaging apps in China, over WhatsApp, Viber or Facebook Messenger. Xiomi, a young Chinese smartphone company, may have entered the game relatively late in 2010, it is the third-largest smartphone maker following Apple and Samsung. Uber is finding it difficult to crack the taxi app market, with local Didi Dache and Kuaidi Dache holding 99% of market share in China. Unsurprisingly, these Chinese innovations are well suited to the Chinese and accommodate values, preferences and behaviours that a Western competitor might not immediately understand. The attitude that a Western brand will be the first choice for consumers will result in poor adoption of your brand in China. The Chinese do not want to be Western; they want a brand, products and services to meet their everyday needs for function, style and status. For 2015, focus on building a brand personality and brand connections, forming a digital strategy that is personable and relatable to the Chinese.
Please login with linkedin to comment
Acronyms Emirates Australian Open Keynote Social Media STrat The Smith FamilyLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.