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From the perspective of a 27 year old Chinese
August, 2017
China Digital Life
My name is 张伟 Zhang Wei.
I’m 27 years old.
I’m Chinese.
1. http://www.chinawhisper.com/top-50-most-common-chinese-names/
2. CNNIC, 2016 – 30% of the users are between 20-29 years
Welcome to my world.
In China, internet = mobile internet
https://www.techinasia.com/china-731-million-internet-users-end-2016
iResearch, 2017 China 3rd party mobile payment report
Total Population
1.4 billion
Internet Users
731 million
Mobile Internet Users
695 million
53% internet penetration.
95% mobile internet penetration
Time spent on mobile devices has
grown exponentially
Most of my
time is divided
between 3
major
ecosystems
However, WeChat is the
centre of my universe
30% of the total time spent
Mary Meeker's 2017 Internet Trends
Chat
Make Payment
Mobile Top-upCharity
Utilities
City Services
Transfer
Taxi
Wealth
Red Packet
Tickets Book
Group Buy
Movie Tickets
Dating
Social
Other Apps
Search
Games
News
Shopping
One app for everything I need
United Kingdom
AppAnnie
My life in China runs on QR code
A way of adding contacts,
listening to music or
accessing web version
For you…
Adding friends Unlock BikePay MoneyInvite to Group
e-Loyalty card Follow Brands Authenticate purchase
A way of life – our connection with the world
For me…
QR codes make mobile payments so easy
that everyone uses it now to pay or receive
You Don't Need A Wallet In
China, Just Your Smartphone
China Is on Track to Fully
Phase Out Cash
Not so
long ago
Timeline of mobile
payments
iResearch
Through mobile payments, I can buy
things, whenever I need
5.8
%
14.5%
55.5%
33.8%
68.2%
72.8% 73.8%
94.2% 85.5%
44.5%
66.2%
31.8%
27.2% 26.2%
2012 2013 2014 2015 2016e 2017e 2018e
Mobile Transaction PCTransaction
2012-2018 PC VS Mobile Commerce Value Share
E-Commerce transactions are expected to reach
RMB 5.6 trillion (19% growth) and 500 million
users. Most of it is going to come from mobile.
The Chinese e-commerce portals have all the deals on
homepage. This is in contrast with western design
sensibilities and user preferences.
Amazon UK homepage Tmall homepage JD homepage
IPSOS Research, Payment & Clearing Association of China
Easy to use
No needfor
cashor card
More
promotions
High security
Moreavailable
stores
Others
2016 2015
Reasons for Use Mobile Payment
So easy that I don’t need to carry cash
40% of the Chinese regularly carry cash less than RMB 100
Distinct usage for WeChat (P2P Transfer)
and for everything else, Alipay.
QR code is now inspiring
the sharing economy
§ In 2016, China's sharing economy transactions
were worth more than $500 billion.
§ Expected to grow to 10% of Chinese GDP by 2020
§ 600 million people were involved
What’s mine, is also yours!
1. Mobike Whitepaper 2017
2. https://www.cnbc.com/2017/07/18/from-bikes-to-basketballs-chinas-fast-growing-sharing-economy.html
Ofo and Mobike have taken the bike sharing by
storm. They have flooded the big cities.
70% users are between 20-40 years
1/3 users cycle for leisure and exercise
High usage among office goers and
connections to bus and subway
Men <32 are largest user demographic
Some
unique
sharing
items
Xianshui napping pods for
RMB 10/hr in SH & BJ
The bikes you’d have seen in Manchester
have 50 million rides per day in china
Basketball renting in
Zhejiang for RMB 1/hr
EvCard charges RMB 15/half
hr usage + RMB 1k deposit
Ankebox and Laidian offer
battery packs for RMB 0.5
News is still a big genre among
people of all age groups.
There’s also very little overlap
among the News Apps.
凤凰新闻APP月度活跃用户中同时使用其他APP的用户占比
The limited overlap with other News App
Toutiao Tencent NetEase Sohu 1Dian
People of my generation
get the news on the go
Weibo is still a
place for
breaking news
Weibo MAU up 28% to 361
million. DAU were 159 million.
It is making a resurgence.
BBC, China Internet Watch, Weibo User Development Whitepaper, 2016
Real-time
Opinion-
driven
Social Personalized
Latest feed appears
in the front
Critiques and remarks
on hot topic
Recommend related
accounts
Show KOL’s content
in priority
Real-time news & updates
Hot topic #高考#
Search “nutritionist”
Show content
per user’s
interests
13.2%
30.1%
38.7%
11.7%
6.3%
Under 18 18-22 23-30 31-40 41 &
above
Age Distribution of Active Weibo User
77.80%
15.70%
6.50%
College or
Higher
Middle School Primary School
Education Level of Weibo User
http://www.woshipm.com/operate/609834.html
However for my regular reading, I don’t want
an information dump, I want personalized news
China's $11 Billion News
Aggregator Jinri Toutiao Is No Fake
Chinese startup Toutiao raising
funds at over $20 billion valuation
China's $11B app that wants to
organize the world's information
Introducing the hottest app of the year!
Total Users
700 million
Daily Active Users
78 million
Annual growth
84%
Daily Usage
76 mins
45% are between 24-30 years
http://blog.csdn.net/u014114990/article/details/48165781
Powerful AI recommends the relevant
news for me for the day
Tech.
Entertain
Beijing
Shanghai
Beijing
Shanghai
Age > 30
Age < 30
Age > 30
Age < 30
Content A: 3
votes
Content B: 1
votes
Content C: 1
votes
Toutiao incidentally doesn’t have an editorial staff. It syndicates its news from different
portals and serves the content based on user preferences, demographics and behaviour
User segmentation based on their original
preference & demographic information
(from users’ linked social network)
It also recognizes in-app behavior
such as view history, like, saved,
repost, comment, network
Final step is based on votes from users
with similar user preferences
https://www.ft.com/content/2de5b336-4a89-11e7-a3f4-c742b9791d43
http://www.parklu.com/abcs-chinese-kols-key-opinion-leaders/
I also follow
celebrities for
updates and
latest trends
“More than any other country,
[KOLs] have taken the lead to be a
true media vehicle. Much like you
would use a TV campaign or other
promotion, most marketers in China
have a KOL strategy.”
- Greg Paull, principal of R3
1. WeChat KOLs ( Key Opinion Leaders)
2. Weibo KOLs
3. Live streaming KOLs
4. Niche KOLs
Small but devoted fan following. They usually gain
influence via their professional insights or
knowledge in a specific field.
WeChat KOLs talk about almost everything from
beauty to work to parenting through verified official
accounts. It is more personal and private.
Weibo spreads information faster than WeChat because
of its open platform design and inexpensive advertising.
KOLs usually have higher following here.
These platforms are in the midst of a gold rush from an
influx of female consumers, digital divas, internet
celebrities, and Chinese KOLs (key opinion leaders).
Gogoboi
7.3mn followers
Papi Jiang
44mn followers
Rebecca
100+k views/post
Sus十四十四
563,760 followers
Mr. Bags
3mn followers
XiaoZhi
3.3mn followers
White
8mn followers
35.30%
9.90% 9.30%
3.90% 3.50%
1.50%
Video Game Music Smart DevicePhotograph Sport
Entertainment Preference of The Post 90s
Talking Data 2016 Mobile Internet Report
After a long day,
videos are my
favorite way to
unwind
TV Drama
+ Online Broadcast
Online Spin-Off
& Partner Shows
Made for Online
Quality Drama Series
TV Show Movedto
Online Only
Niche Lifestyle & Factual
Online Shows
Youth Online Variety
& TalkShows
I like watching
online video shows
Tencent video has benefitted from the
reach of WeChat. Whereas, iQiyi is
extremely popular among women.
Local content is fueling the demand for online
video. However, western shows like ‘House of
Cards’ are also popular on website like Sohu.
In 2016 there were 153mn users on short video platforms,
expected to grow to 242mn by the end of 2017 (58%
growth). Big players include Kuaishou, Meipai and Miaopai.
https://baijia.baidu.com/s?old_id=835448; 中国移动短视频市场专题分析2017,易观
Sometimes a funny video on Miaopai
is all it takes to take the stress off
Popular content categories:
1. Food and Cuisines;
2. Tourism;
3. Sports;
4. Cartoons;
5. Militaries affairs;
6. Beauty/Make up;
7. News/Info;
8. Funny/Comedy
Young audience dominate the short
video platforms. However 25-30 is
the 2nd biggest user group
I sometimes watch
the live-streaming
stars. It’s unexpected,
entertaining, and you
can get instant
feedback.
Kantar Social Media Impact Report 2017
Rating for video/livestreaming app/sites from different age groups
Live-streaming
can be diverse,
unlike what
most people
like to believe.
In 2017 the total live-
streaming market will reach
$5 billion – almost half of the
mobile gaming market.
However, govt. regulations
will contain the explosive
growth it has seen so far.
PGCUGC
Low interactive
Live concert
Talk show live
Live+Gaming
Sports live
Mobile games are more fun when
played with friends
SCMP.com, Analysis International, 2016
0.5
1.1
2.1
2.7
3.0
148.9%
87.5%
28.6% 11.1%
0%
20%
200%
180%
160%
140%
120%
100%
80%
60%
40%
0
1
1
2
2
3
3
4
2014 2015 2016F 2017F 2018F
2014-18 GamingLive Streaming AudiencePopulation
Audience Population(1000 Mn) Growth%
70 million people are playing Honour of Kings daily in China. It’s so
addictive that Tencent had to impose daily time limit of one hour for
players under the age of 12 after state owned Newspaper called it
“poison” and a “drug” that is harming teenagers
Multi-player role play game
Historical Chinese characters
Players can earn new and unique abilities
Designed for mobile – smaller maps, short
session times and simpler controls
Local leaderboard competition
But I’m not all work and no play kind
of person. I love outdoor activities.
I love
measuring
my progress
and sharing
it with my
friends
http://knowledge.ckgsb.edu.cn/2017/01/09/culture/new-trends-fitness-in-china/
http://technode.com/2017/03/03/xiaomi-fitbit-wearables-number-one/, All Tech Asia
Fitness Industry
$5.8 Billion
Growing at
11.8%
Fitness is right now the hottest
trend in China right now, with
even govt. playing its part.
Xiaomi is world #2
in wearables. Soon
will become #1
Top fitness apps in China
KEEP
Gym training tutorials
app which has been
downloaded 80
million times. Avg.
age 25.
Qiji
Means cycling diary in
Chinese, Records
cycling routes and
other data such as
heart rate, mileage etc.
Joyrun
Running community for
those in search of running
pals, groups and record
their runs. 130 mn users
across 60 cities
Mararun
Marathons have become
super popular in China.
This app provides info on
marathons across the
world.
2013 Internet User Weight Report, Flurry 2017
http://www.scmp.com/news/china/money-wealth/article/1990975/chinas-younger-generation-hit-gym-search-sculpted-bodies
http://knowledge.ckgsb.edu.cn/2017/01/09/culture/new-trends-fitness-in-china/
Wake up and check
the quality of sleep
on a health app
Commute private
car/taxi/subway/bus.
Listen to music, read news
or playing mobile games.
Take a shared bike to
my office from the
subway/bus station.
Browse news during breaks.
Come across some stories on
WeChat. Play honour of kings
if I’m feeling bored.
Evening exercise the
gym using a gym
instruction app or go
for a run with my
friendsGet the deals on
Online shopping for
clothes, food items
Watch videos or live-
streaming, or play games
before going to bed
* Daily mobile and tablet usage trend is international and not China specific
My typical day looks like this…
That’s all for now.
回头见!
Made by Nagendra Singh

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China Digital Life - Digital Marketing ecosystem in world's most dynamic digital market

  • 1. From the perspective of a 27 year old Chinese August, 2017 China Digital Life
  • 2. My name is 张伟 Zhang Wei. I’m 27 years old. I’m Chinese. 1. http://www.chinawhisper.com/top-50-most-common-chinese-names/ 2. CNNIC, 2016 – 30% of the users are between 20-29 years Welcome to my world.
  • 3. In China, internet = mobile internet https://www.techinasia.com/china-731-million-internet-users-end-2016 iResearch, 2017 China 3rd party mobile payment report Total Population 1.4 billion Internet Users 731 million Mobile Internet Users 695 million 53% internet penetration. 95% mobile internet penetration Time spent on mobile devices has grown exponentially
  • 4. Most of my time is divided between 3 major ecosystems
  • 5. However, WeChat is the centre of my universe 30% of the total time spent Mary Meeker's 2017 Internet Trends Chat Make Payment Mobile Top-upCharity Utilities City Services Transfer Taxi Wealth Red Packet Tickets Book Group Buy Movie Tickets Dating Social Other Apps Search Games News Shopping
  • 6. One app for everything I need United Kingdom AppAnnie
  • 7. My life in China runs on QR code
  • 8. A way of adding contacts, listening to music or accessing web version For you… Adding friends Unlock BikePay MoneyInvite to Group e-Loyalty card Follow Brands Authenticate purchase A way of life – our connection with the world For me…
  • 9. QR codes make mobile payments so easy that everyone uses it now to pay or receive You Don't Need A Wallet In China, Just Your Smartphone China Is on Track to Fully Phase Out Cash
  • 10. Not so long ago Timeline of mobile payments
  • 11. iResearch Through mobile payments, I can buy things, whenever I need 5.8 % 14.5% 55.5% 33.8% 68.2% 72.8% 73.8% 94.2% 85.5% 44.5% 66.2% 31.8% 27.2% 26.2% 2012 2013 2014 2015 2016e 2017e 2018e Mobile Transaction PCTransaction 2012-2018 PC VS Mobile Commerce Value Share E-Commerce transactions are expected to reach RMB 5.6 trillion (19% growth) and 500 million users. Most of it is going to come from mobile. The Chinese e-commerce portals have all the deals on homepage. This is in contrast with western design sensibilities and user preferences. Amazon UK homepage Tmall homepage JD homepage
  • 12. IPSOS Research, Payment & Clearing Association of China Easy to use No needfor cashor card More promotions High security Moreavailable stores Others 2016 2015 Reasons for Use Mobile Payment So easy that I don’t need to carry cash 40% of the Chinese regularly carry cash less than RMB 100 Distinct usage for WeChat (P2P Transfer) and for everything else, Alipay.
  • 13. QR code is now inspiring the sharing economy § In 2016, China's sharing economy transactions were worth more than $500 billion. § Expected to grow to 10% of Chinese GDP by 2020 § 600 million people were involved
  • 14. What’s mine, is also yours! 1. Mobike Whitepaper 2017 2. https://www.cnbc.com/2017/07/18/from-bikes-to-basketballs-chinas-fast-growing-sharing-economy.html Ofo and Mobike have taken the bike sharing by storm. They have flooded the big cities. 70% users are between 20-40 years 1/3 users cycle for leisure and exercise High usage among office goers and connections to bus and subway Men <32 are largest user demographic Some unique sharing items Xianshui napping pods for RMB 10/hr in SH & BJ The bikes you’d have seen in Manchester have 50 million rides per day in china Basketball renting in Zhejiang for RMB 1/hr EvCard charges RMB 15/half hr usage + RMB 1k deposit Ankebox and Laidian offer battery packs for RMB 0.5
  • 15. News is still a big genre among people of all age groups. There’s also very little overlap among the News Apps. 凤凰新闻APP月度活跃用户中同时使用其他APP的用户占比 The limited overlap with other News App Toutiao Tencent NetEase Sohu 1Dian People of my generation get the news on the go
  • 16. Weibo is still a place for breaking news Weibo MAU up 28% to 361 million. DAU were 159 million. It is making a resurgence. BBC, China Internet Watch, Weibo User Development Whitepaper, 2016 Real-time Opinion- driven Social Personalized Latest feed appears in the front Critiques and remarks on hot topic Recommend related accounts Show KOL’s content in priority Real-time news & updates Hot topic #高考# Search “nutritionist” Show content per user’s interests 13.2% 30.1% 38.7% 11.7% 6.3% Under 18 18-22 23-30 31-40 41 & above Age Distribution of Active Weibo User 77.80% 15.70% 6.50% College or Higher Middle School Primary School Education Level of Weibo User
  • 17. http://www.woshipm.com/operate/609834.html However for my regular reading, I don’t want an information dump, I want personalized news China's $11 Billion News Aggregator Jinri Toutiao Is No Fake Chinese startup Toutiao raising funds at over $20 billion valuation China's $11B app that wants to organize the world's information Introducing the hottest app of the year! Total Users 700 million Daily Active Users 78 million Annual growth 84% Daily Usage 76 mins 45% are between 24-30 years
  • 18. http://blog.csdn.net/u014114990/article/details/48165781 Powerful AI recommends the relevant news for me for the day Tech. Entertain Beijing Shanghai Beijing Shanghai Age > 30 Age < 30 Age > 30 Age < 30 Content A: 3 votes Content B: 1 votes Content C: 1 votes Toutiao incidentally doesn’t have an editorial staff. It syndicates its news from different portals and serves the content based on user preferences, demographics and behaviour User segmentation based on their original preference & demographic information (from users’ linked social network) It also recognizes in-app behavior such as view history, like, saved, repost, comment, network Final step is based on votes from users with similar user preferences
  • 19. https://www.ft.com/content/2de5b336-4a89-11e7-a3f4-c742b9791d43 http://www.parklu.com/abcs-chinese-kols-key-opinion-leaders/ I also follow celebrities for updates and latest trends “More than any other country, [KOLs] have taken the lead to be a true media vehicle. Much like you would use a TV campaign or other promotion, most marketers in China have a KOL strategy.” - Greg Paull, principal of R3 1. WeChat KOLs ( Key Opinion Leaders) 2. Weibo KOLs 3. Live streaming KOLs 4. Niche KOLs Small but devoted fan following. They usually gain influence via their professional insights or knowledge in a specific field. WeChat KOLs talk about almost everything from beauty to work to parenting through verified official accounts. It is more personal and private. Weibo spreads information faster than WeChat because of its open platform design and inexpensive advertising. KOLs usually have higher following here. These platforms are in the midst of a gold rush from an influx of female consumers, digital divas, internet celebrities, and Chinese KOLs (key opinion leaders). Gogoboi 7.3mn followers Papi Jiang 44mn followers Rebecca 100+k views/post Sus十四十四 563,760 followers Mr. Bags 3mn followers XiaoZhi 3.3mn followers White 8mn followers
  • 20. 35.30% 9.90% 9.30% 3.90% 3.50% 1.50% Video Game Music Smart DevicePhotograph Sport Entertainment Preference of The Post 90s Talking Data 2016 Mobile Internet Report After a long day, videos are my favorite way to unwind
  • 21. TV Drama + Online Broadcast Online Spin-Off & Partner Shows Made for Online Quality Drama Series TV Show Movedto Online Only Niche Lifestyle & Factual Online Shows Youth Online Variety & TalkShows I like watching online video shows Tencent video has benefitted from the reach of WeChat. Whereas, iQiyi is extremely popular among women. Local content is fueling the demand for online video. However, western shows like ‘House of Cards’ are also popular on website like Sohu.
  • 22. In 2016 there were 153mn users on short video platforms, expected to grow to 242mn by the end of 2017 (58% growth). Big players include Kuaishou, Meipai and Miaopai. https://baijia.baidu.com/s?old_id=835448; 中国移动短视频市场专题分析2017,易观 Sometimes a funny video on Miaopai is all it takes to take the stress off Popular content categories: 1. Food and Cuisines; 2. Tourism; 3. Sports; 4. Cartoons; 5. Militaries affairs; 6. Beauty/Make up; 7. News/Info; 8. Funny/Comedy Young audience dominate the short video platforms. However 25-30 is the 2nd biggest user group
  • 23. I sometimes watch the live-streaming stars. It’s unexpected, entertaining, and you can get instant feedback. Kantar Social Media Impact Report 2017 Rating for video/livestreaming app/sites from different age groups
  • 24. Live-streaming can be diverse, unlike what most people like to believe. In 2017 the total live- streaming market will reach $5 billion – almost half of the mobile gaming market. However, govt. regulations will contain the explosive growth it has seen so far. PGCUGC Low interactive Live concert Talk show live Live+Gaming Sports live
  • 25. Mobile games are more fun when played with friends SCMP.com, Analysis International, 2016 0.5 1.1 2.1 2.7 3.0 148.9% 87.5% 28.6% 11.1% 0% 20% 200% 180% 160% 140% 120% 100% 80% 60% 40% 0 1 1 2 2 3 3 4 2014 2015 2016F 2017F 2018F 2014-18 GamingLive Streaming AudiencePopulation Audience Population(1000 Mn) Growth% 70 million people are playing Honour of Kings daily in China. It’s so addictive that Tencent had to impose daily time limit of one hour for players under the age of 12 after state owned Newspaper called it “poison” and a “drug” that is harming teenagers Multi-player role play game Historical Chinese characters Players can earn new and unique abilities Designed for mobile – smaller maps, short session times and simpler controls Local leaderboard competition
  • 26. But I’m not all work and no play kind of person. I love outdoor activities.
  • 27. I love measuring my progress and sharing it with my friends http://knowledge.ckgsb.edu.cn/2017/01/09/culture/new-trends-fitness-in-china/ http://technode.com/2017/03/03/xiaomi-fitbit-wearables-number-one/, All Tech Asia Fitness Industry $5.8 Billion Growing at 11.8% Fitness is right now the hottest trend in China right now, with even govt. playing its part. Xiaomi is world #2 in wearables. Soon will become #1 Top fitness apps in China KEEP Gym training tutorials app which has been downloaded 80 million times. Avg. age 25. Qiji Means cycling diary in Chinese, Records cycling routes and other data such as heart rate, mileage etc. Joyrun Running community for those in search of running pals, groups and record their runs. 130 mn users across 60 cities Mararun Marathons have become super popular in China. This app provides info on marathons across the world.
  • 28. 2013 Internet User Weight Report, Flurry 2017 http://www.scmp.com/news/china/money-wealth/article/1990975/chinas-younger-generation-hit-gym-search-sculpted-bodies http://knowledge.ckgsb.edu.cn/2017/01/09/culture/new-trends-fitness-in-china/ Wake up and check the quality of sleep on a health app Commute private car/taxi/subway/bus. Listen to music, read news or playing mobile games. Take a shared bike to my office from the subway/bus station. Browse news during breaks. Come across some stories on WeChat. Play honour of kings if I’m feeling bored. Evening exercise the gym using a gym instruction app or go for a run with my friendsGet the deals on Online shopping for clothes, food items Watch videos or live- streaming, or play games before going to bed * Daily mobile and tablet usage trend is international and not China specific My typical day looks like this…
  • 29. That’s all for now. 回头见! Made by Nagendra Singh