Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers

71 %
29 %
Information about Calvin Chan - Understanding the unique behaviours and psychology of...
Marketing

Published on February 13, 2014

Author: thechinagap

Source: slideshare.net

Description

Calvin Chan - VP of Insight, AdMaster Beijing

Proven strategies and tools are hard to access 600 million internet users including over 220 million active online shoppers who spend more money than any other online shoppers in the world.

An overview of business opportunities available in China for marketers. A presentation from the China Digital Marketing & Social Media Summit held on the 24th of October 2013.

Calvin Chan VP of Insight, AdMaster Beijing

Understanding the unique behaviours and psychology of Chinese consumers

The Social Media Nations # of Registered Users Facebook QQ Sina Weibo Twitter WeChat Google+ LinkedIn V Kontakte Line RenRen 1,150 Million 825 Million 503 Million 500 Million 400 Million 343 Million 238 Million 210 Million 200 Million 178 Million

Social Media Usage Young people (aged 18-24) used SNS mainly for keeping in touch with old friends People 35+ used blogs to obtain news & information, as well as share experience for product uses People aged 25-34 liked both Weibo & WeChat while People 40+ preferred WeChat

When it comes to purchase decision, social media users are commonly influenced by their friends and colleagues 90.0 83.6 81.9 80.0 75.0 68.1 70.0 59.9 56.5 60.0 63.5 66.4 57.8 50.8 48.8 50.0 38.5 40.0 30.0 67.3 31.7 30.3 28.1 28.9 24.7 22.4 20.3 20.0 9.1 6.9 10.0 8.6 6.7 0.0 P18-24 Celebrity P25-34 People w/ social status P35-39 Relatives Colleagues P40+ Friends Strangers Q: 请问在微博/微信媒体网站中,哪个/些人的信息会影响到您的购买决策? Data source: AdMaster

Profiles, Psychology & Behaviors of Chinese social media users Post 80’s 90’s Mostly living in Guangdong Like entertainment Sarcastic and showing off Love Traveling but lack of actions Passionate about Sports Enjoy Freedom Local

Which Paid Media helped drive better Earned Media? Data source: AdMaster

Case sharing: Integrate Social Media with TV sponsorship for brand building or new product launch • Case sharing: “I’m A Singer” significantly drove online buzz for “Wahaha Ge Wa Si” Period of study: Jan 1- 17, 2013 (pre-show), Jan 18-Feb 17 (after broadcast) Data source: AdMaster

Using Social Media analytics to evaluate the TV campaign • Brand Awareness, Emotions and Purchase Intent obviously impacted by the popularity of the show Period of study: Jan 1- 17, 2013 (pre-broadcast), Jan 18-Feb 17 (after broadcast) Data source: AdMaster

The Do’s & Don'ts when it comes to engaging with Chinese Consumers

Case sharing (“not-so-good” example): “Instant Chicken” issue fired Consumer concern over KFC • Starting from Nov 23th, the instant chicken widely spread through the social network. During the period, over 90% KFC related voices were about the issue; • The issue exploded on Nov 23th, and kept alive within the following month which showed consumers’ major concern over this issue. Data source: AdMaster

“Instant Chicken” issue fired Consumer concern over KFC The rather “official” claim from KFC didn’t ease consumers’ concern. If brand didn’t show a very sincere attitude, the issue may ignite an even more negative crisis.

Case sharing: Huge turnout for Coke’s successful Summer Campaign Selecting Top keywords from consumer responses to customize for the nickname bottles “Need the whole collection[all 24]!” “Creative new packaging.” “Over 10 variations!” “New Coca-Cola branding?” “What a cute design!” “I want it!” “So excited!” Period: 2013.5.1 0a.m. – 2013.5.31 5p.m. Data source: AdMaster

Don’t miss out the last one mile - converting iWOM into Sales (Social Commerce) June 2013 Coca Cola & Sina & Kuaishubao co-launched the “nickname bottle” Weibo users had to tweet & @Kuaishubao to order a customized bottle for themselves Results: Day 1, 300 bottles in 1 hour Day 2, 500 bottles in 30 mins Day 3, 500 bottles in 5 mins Day 4, 300 bottles in 1 min

Add a comment

Related presentations

Related pages

Calvin Chan - Understanding the unique behaviours and ...

Calvin Chan - VP of Insight, AdMaster Beijing Proven strategies and tools are hard to access 600 million internet users including over 220 ...
Read more

Calvin Chan - Understanding the unique behaviours and ...

Calvin Chan - VP of Insight ... Calvin Chan - Understanding the unique behaviours and psychology of Chinese consumers
Read more

konrad black chinese (5.29 MB) mp3 download really free

Calvin Chan - Understanding The Unique Behaviours And Psychology Of Chinese... On Location Chinese Brush Painting With Leasha At Wuxi Plum Garden 02.
Read more

What are Values in Consumer Behaviour? - scribd.com

relationships between values and various consumer behaviours, ... Chinese Psychology. ... OLSON, J. C. & REYNOLDS, T. J. 1983. Understanding Consumers ...
Read more

Diploma in Psychology Studies (T48) | School of Humanities ...

Our Diploma in Psychology Studies will ... perspective and understanding of psychology as a ... consumer psychology that were ...
Read more

Social change - Wikipedia, the free encyclopedia

Social change; Social movements ... The Chinese philosophical work Dao De Jing, ... "The Role of Developmental Psychology to Understanding History, ...
Read more

The influence of consumers' environmental beliefs and ...

The influence of consumers' environmental ... R.Y.K. Chan; Determinants of Chinese consumers ... Towards a contemporary approach for understanding consumer ...
Read more

The Parenting of Adolescents and Adolescents as Parents ...

We believe developmental contextualism is a perspective that is useful for understanding ... 1994), a field now labeled family and consumer ... and Chinese ...
Read more

Understanding Cycling Behaviours of Commuters ...

... Northumbria Research Conference, May 2012. Venue: Newcastle, United Kingdom.Title of Research Poster: Understanding cycling behaviours of commuters: ...
Read more