Social and Media Networks - China - May 2016
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“China’s consumers are actively using social and media networks. To accurately reach target consumers, online interest communities can be effective market communication channels. Public accounts of opinion leaders may help brands to boost awareness, and offering promotions via public accounts may boost consumer engagement.”
– Terra Xu, Senior Research Analyst
This report examines the following areas:
Social and media networks have become an essential part of Chinese consumers’ daily lives. Key players such as QQ, WeChat, Qzone and Weibo continue to dominate the market, and their growth is expected to continue.
However, Chinese consumers are also willing to join online interest communities, where they can obtain information and interact with other people who share similar interests. Communicating via these online communities can be a better way to reach specific consumer groups.
Via public accounts, companies and brands can effectively boost their brand awareness, and offering promotions can drive engagement. They should offer trustworthy information about products or brands instead of simple advertisements, so as to enhance brands’ credibility.
Social and media networks primarily refer to platforms (websites or apps) for online social networking activities. Based on the end purposes and functionalities, these websites and apps can be split into two types of networks in this Report.
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