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1 ch In e s e m i l l En n i al S & th E ne W mo Bi l e Wo r l d alicE hu WechaT @AliceHu08 dePuty asiA diGital lead #diGitalChina #KenniSsessiE #MslgroUp

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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

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A Look at Chinese Millennials

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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.”  

Why does this matter to the Netherlands?

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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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The New Age of Social Media Begins in Asia

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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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What are mobile messengers?

Japan China Korea

asIa’S moBile meSsengerS arE from….

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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*

WeChat

* 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.

18 Which platform is the best?

?

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soCial meDia iN chinA

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

24 WeChat City Services

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exAmples

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Customer Service

Integrate Offline Service To Online Platform

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

30 Oreo

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

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Global Implications

ExpanSion crosS poLlinaTion moBile firsT

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thanK you! alicE hu

WechaT @AliceHu08 dePuty asiA diGital lead

#diGitalChina #KenniSsessiE #MslgroUp