digital china alice hu mslgroup shanghai
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ch Inese m illEnn ialS & thE neW moBile World alicE hu WechaT @AliceHu08 dePuty asiA diGital lead #diGitalChina #KenniSsessiE #MslgroUp
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chInese millEnnialS
asIa’S moBile meSsengErs
chInese sociAl meDia
chinA wecHat eXampleS
glObal ImpliCationS
Agenda
Chinese Traveler Sta/s/cs
35% 25 – 34 years old
27% 15 – 24 years old
62% of thE chInese trAveleR by 2019 will bE miLlennIals 62% of the Chinese Traveler by 2019 are Millennials
Millennial Traveler Profile
amBitioUs, crEative, inDependeNt 1. A New GeneraDon
2. Wanderlust
3. Entrepreneurial
4. CollecDvist to Individualist
5. Experience Driven; Online and Offline
Millennial Traveler Profile
amBitioUs, crEative, inDependeNt 1. They’re the first generaDon in the history of China to be
raised amid relaDve prosperity and social stability and are the beneficiaries of the country’s roughly five-‐fold increase in educaDon spending over the past decade.
2. Chinese millennials are big spenders on internaDonal travel. They typically make four trips outside their country per year, twice as many as their Asian peers.
3. In a recent survey, when respondents were asked what they would do if they had trouble finding a job, 74% said they would start their own businesses.
4. 57% will sDck to their own opinion rather than following others’ (such as their parents and friends)
5. “As ExperIence becoMes aN incReasiNgly ImporTant PrioriTy for Chinese travelers, they’ll allocate more of their budgets toward ActivIties and Dining, while
opDng for far-‐flung or exoDc desDnaDons over the well-‐worn global tourist hubs. However,
this doesn’t mean they won’t want to show off to friends—on the contrary, ShariNg exPerieNces tO SociaL medIa wiLl reMain A funDamentaL component of
trips.”
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1. In the Netherlands, the largest group of international students outside the EU
come from China EduCaTion
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2. In 2014, over 250,000 Chinese tourists visited the Netherlands, 18% increase In 10 years, it is estimated that 800,000 Chinese tourists will visit the Netherlands on a yearly basis
TouRism
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3. President Xi has said the Netherlands is China’s gateway to Europe Over 450 Chinese companies have opened branches in the Netherlands
EcoNomy
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wechAt, liNe anD kakAotaLk arE rePlacinG Many Of thE appLicatIons We usE daiLy witH
One tHat hOuses everYthing. thesE PlatfOrms Are wHere PeoplE go To paY bilLs, Book Taxis, catcH-up With FrienDs, creatE MultiMedia conteNt, buy Things, and Much
moRe.
What are mobile messengers?
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Comparing Mobile Messengers
WhatsApp Line KakaoTalk
500m moNthly acTive userS
450m moNthly acTive userS 175m
moNthly acTive userS 140m
reGistereD useRs*
* Monthly Active Users: Number of people using the platform each month. KakaoTalk has not provided these numbers.
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liOnel messI reaL maDrid & baRcelonA foOtbalL
teamS k-poP stArs anD ceLebriTies
ceLebriTies Are hElpinG mobIle mEssenGers ExpanD intErnatIonallY
WeChat partnered with Lionel Messi in July 2013 to attract international users. This campaign launched in 15 countries.
Real Madrid and Barcelona have official accounts to interact with fans, share real-time news and customized stickers. They have attracted over 9 million and 3 million fans respectively.
There are over 400 brands, businesses, celebrities, artists and media connecting with the 140 million user base.
morE MobIle inTerneT useRs thaN pc
600 miLlion inTerneT usErs iN chinA
wechAt haS 450+ miLlion moNthly acTive userS
Interest driven Content is the king Buzz & Awareness
Brand Exposure
RelaDonship driven, Service keeps loyalty
Provide service to customers
Brand Loyalty
PUSH PULL
wechAt’S strAtegy is tO incOrporatE More ServiCe fuNctioNs to the PlatforM To reTain And aTtracT userS seRvice funcTions that encoMpass PersoNal aNd buSinesS needS 24 hour platForm To poWer yOur lifE
27 DHL Official WeChat Account
Account Information • News • Shipping Prices/Pick-up
Time Schedule • Pricing • Open an Account
• Official DHL WeChat account
Package Information • Track Packages • Rate Service
Study Abroad Students • Shipping Prices • Pick-up Locations • Tips
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Send out media event invites, arrange travel and send out media materials via WeChat. Track interactions via C4.
Media Relations
29 Australia Tourism Board
• Official WeChat account message
• Tourist Attraction Introduction
• Tourist Attraction: Best of Australia Southern Ocean Lodge
31 Xiaomi
• Navigation Tabs: Opportunities, Inquiries and About Xiaomi Menu
Recruitment on WeChat • Branded accounts for
recruitment
• Broadcast opportunities
• Live Chat Sessions
32 Donghua Buddhist Temple in Guangdong
• Viral recruitment campaign
• 1.1 millions impressions
• 4,000 applicants