2020
0
China Technology Influencers Market Report 2020
2021-01-19T03:01:34+00:00
OX990936
3695
132655
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Report
en_GB
“Within the technology industry, technology KOLs have a debatable influence in terms of driving technology purchases, but are unavoidable to enhance brand marketing. They are more influential with younger consumers…

China Technology Influencers Market Report 2020

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the China Technology Influencers market, including the behaviours, preferences and habits of the consumer.

While the COVID-19 pandemic did cause some delays on new product releases, limiting the amount of content created by influencers, the technology sector is expected to remain strong heading out of the pandemic. Consumer reliance on technology has remained strong, with lockdowns increasing time spent online. However, bigger ticket item sales aren’t expected to see a huge increase in the short-term thanks to economic uncertainties.

Key Opinion Leaders (KOLs) have been a popular way to promote a brand’s products for a while now, and that has remained the case throughout 2020. Chinese consumers have become even more interested in a greater connection and trust in brands than ever before, indicating further opportunities in this area.

With 5G rollout and new product releases, consumer interest in the technology sector, the communication reliance sector now having a year-on-year growth rate of 43.6% as of November 2020. To help continue this growth, brands will need to utilise livestreams and social media posts in more specialised ways to attract new consumers in this relatively niche market.

Read on to discover more details or take a look at all of our Electrical Goods Market Research.

Quickly understand

  • Balance entertainment and professionalism.
  • Bilibili will continue to gain popularity to redefine marketing further.
  • Embrace e-communities.

Covered in this Report

Brands: WeChat, Douyin, Kuaishou, Weibo, Bilibili, Zhihu, Xiaohongshu, 36Kr, Huxiu, Zealer, Douban.

Expert analysis from a specialist in the field

Written by Xinyuan Xu, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Within the technology industry, technology KOLs have a debatable influence in terms of driving technology purchases, but are unavoidable to enhance brand marketing. They are more influential with younger consumers specifically by focusing on value-for-money technology products and to help make technology based information more entertaining. KOLs resonate best with consumers when they provide solid, expert information rather than being “personalities”.

Xinyuan Xu
Research Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
  2. Executive Summary

    • The market
    • Impact of COVID-19 on technology influencers
      • Figure 1: Short, medium and long-term impact of COVID-19 on technology influencers, November 2020
    • Steady growth in technology and communication appliances
    • The consumer
    • Technology KOLs moving into more specialised fields
      • Figure 2: Engagements with technology KOL, September 2020
    • KOLs provide purchase references instead of driving purchases
      • Figure 3: Perception during purchase journey, September 2020
    • Douyin grabbing headlines; marking the importance of entertainment
      • Figure 4: Platforms engaged, September 2020
    • Consumers are open to new formats and welcome KOL business models
      • Figure 5: Favourability towards technology KOLs, September 2020
    • Consumer interest in technology products is high
      • Figure 6: Content preferences, September 2020
    • Technology KOLs are better at recommending than selling
      • Figure 7: Purchases influenced by technology KOLs, September 2020
    • What we think
  3. Issues and Insights

    • Balance entertainment and professionalism
      • Figure 8: Same video content traffic comparison between Bilibili and WeChat, June 2020
    • Bilibili will continue to gain popularity to redefine marketing further
      • Figure 9: China Unicom’s video on Bilibili, December 2019 and November 2020
    • Embrace e-communities
      • Figure 10: AYKES fans group chat, December 2020
  4. The Consumer – What You Need to Know

    • Gen Z rely more on KOLs for purchase decision
    • Consumers favour Douyin for entertaining contents from technology KOLs
    • Awareness of grassroots influencers expected to grow in Bilibili
    • Reviews and tutorials content help making purchase decisions
  5. Engagements with Technology KOL

    • Tech KOL, a niche sector still
      • Figure 11: Engagement between consumers and technology KOLs, September 2020
    • Females drive purchases and engagement with technology influencers
      • Figure 12: Engagement between consumers and technology KOLs, by gender, September 2020
    • Younger consumers favour group chats and are more likely to buy
      • Figure 13: Engagement between consumers and technology KOLs, by age, September 2020
    • Target tier three consumers to drive purchases and engagement
      • Figure 14: Engagement between consumers and technology KOLs, by city tier, September 2020
    • Cross category bundle selling most promising with beauty, fashion and arts and cultural products
      • Figure 15: Purchased products on stores/channels KOL recommended, by purchased products types, September 2020
  6. Perception during Purchase Journey

    • Consumers do rely on technology influencers to make purchase decisions
      • Figure 16: Perception during purchase journey for buying technology products, September 2020
    • Tier one city consumers show more reliance to purchases based on KOL content
      • Figure 17: Perception during purchase journey for buying technology products, by city tier, September 2020
    • Utilise Bilibili and Weibo to increase awareness and narrow decision funnels
      • Figure 18: Perception during purchase journey for buying technology products, by channels following technology KOLs, September 2020
  7. Platforms Engaged

    • The popularity of shopatainment shapes content creation
      • Figure 19: Social media platforms following technology KOLs, September 2020
    • Female consumers have a more diversified engagement
      • Figure 20: Repertoire analysis of social media platforms engaged, by gender, September 2020
    • Target tier three consumers through Weibo
      • Figure 21: Engaging technology KOLs through Weibo, by city tier, September 2020
    • Platforms that attract postgraduate or above consumers
      • Figure 22: Engaging technology KOLs through Huxiu and Zealer, by education, September 2020
  8. Favourability towards Technology KOLs

    • Consumers are open to new formats and welcome KOL business models
      • Figure 23: Favourability towards technology KOLs, September 2020
    • Middle-aged consumers prefer harsh comments for objectivity
      • Figure 24: Favourability changes towards technology KOLs often posting harsh comments, by age, September 2020
    • Highlight personal experience through posting daily lives
      • Figure 25: Favourability changes towards technology KOLs posting personal lives, by age, September 2020
    • Buyers expect higher quality content from KOLs
      • Figure 26: Content preferences, by purchase history, increase favourability, September 2020
  9. Content Preferences

    • Consumer interest in technology products is high
      • Figure 27: Content preferences, September 2020
    • Females would like to explore the unknowns
      • Figure 28: Content preferences, new product unboxing and trial, by gender, September 2020
    • Mark up offline experience to tier two city consumers
      • Figure 29: Content preferences, product tutorial, by city tier, product tutorial, September 2020
  10. Purchases Influenced by Technology KOLs

    • KOLs are better at recommendations than driving purchases
      • Figure 30: Purchases influenced by technology KOLs, September 2020
    • Bilibili shows to be the most influential
      • Figure 31: Purchases influenced by technology KOLs, by platforms followed, September 2020
    • Gen Zs are being influenced to purchase more big-ticket items through KOLs
      • Figure 32: Purchases influenced by technology KOLs, by age, September 2020
    • Smart household products establish a grounded base in tier one cities
      • Figure 33: Purchases influenced by technology KOLs, by city tier, September 2020
  11. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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