Chinese Social Media Trends in 2015

V1.0

Copyright 2014 | LAT Multilingual | All Rights Reserved

Prepared by: Lesley Ning

April 2015

Page 2 of 15Copyright 2015 | LAT Multilingual | All Rights Reserved

Current Chinese social media landscape

Most popular platforms and their features

The revolution of SNS platforms

Key trends in 2015

Implications and recommendations


The following is a summary analysis of the latest

resources currently available online.


Chinese Social Media Landscape

The Chinese Social media

ecosystem is fragmented

and complicated.


Popular Chinese Social Media Sites

Source: Imagination / China Social Media Brief / April 2014


Platform Overview Users

Tencent

WeChat

Registered users reached 600 million

in 3 years. Companies registering

WeChat official accounts reached

more than 2 million in 15 months.

• Affluent groups with monthly income in 1st

and 2nd tier cities

• 61% of WeChat users are male and 39% are

female

• 80% of users are below 35 years old

Sina Weibo

Started in 2009, Sina Weibo has

became China’s most influential

micro-blogging site.

• 38 Million (86% of total number of users)

daily active users

• Currently 404,000 enterprise accounts

• 90% of Weibo users are between 15 to 34

year old.

Tencent

Qzone

China’s biggest social networking site

in terms of registered and active

users, paid service subscribers and

number of updated feeds.

• The active users tend to be located in lower

tier cities

• Major users are students


Source: Imagination / China Social Media Brief / April 2014


Online Users 2013-2014

The number of online users of Weibo and Qzone has dropped in 2014, WeChat

beats Qzone and became the #1 platform that has the most online users.

Source: cn.kantar.com


Key Trends in 2015Quality Content: unique, creative, shareable

Mbaobao #Why not change for a new bag# Weibo and WeChat campaign: using

a unique topic and letting users create their own poster and share with friends.


Key Trends in 2015Personalized content for each audience

McDonald’s Cherry Blossom

Ice cream Cone Run campaign

is a great example of using

Location Based Services(LBS)

function to understand target

markets: who they are, where

they are and what they prefer.


Key Trends in 2015Utilize all visual channels

Internet users’ interest for images, videos and graphics continues to increase.

Mercedes Benz’ sponsored reality

show “travelling couples” gained

4.3 billion views. A great marketing

campaign to promote the brand’s

culture.


Key Trends in 2015Brand localization: getting it right

Content localization goes beyond translating to another language. It is important to

transcreate the content for your target market. Coca-Cola’s customized campaign in

China using Chinese buzzwords was a huge success to reach Chinese youth.


Key Trends in 2015Collaborative Marketing reaches new heights

A PizzaHut-sponsored short video campaign published and promoted on Youku-

Tudou gets over 10 million views and over 100M conversations, breaking new

sales records.


Summary:

WeChat is by far the most popular Chinese social platform these days.

Make sure you are taking advantage of this great tool!

A few key points to remember:

• Content is king! No matter what language or market you share your

content in.

• Provide quality content that is unique, creative and shareable

• Try to personalize your content for each audience and each market

• Utilize all your visual channels, videos, graphics, images etc.

• When localizing your marketing content, don’t just translate.

Transcreate.

• Collaborate with other venues/platforms to reach new heights


Questions?

Tweet us @LAMultilingual with the hashtag #LATSocial