cic

  • 2016
  • China Social Media
  • Landscape
  • 2016年中国社会化媒体格局图
  • by Kantar Media CIC
  • English / Chinese

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  • General Platforms
  • E-Commerce
  • Video
  • Q&A
  • KOL
BATS, the core of the China’s social and digital landscape Baidu, Alibaba, Tencent and Sina (AKA ‘BATS’) together have upwards of eight different social media and/or e-commerce platforms, each with hundreds of millions of active users. They are the absolute core of China’s social and digital landscape because of their cumulative almost 4 billion users. These apps are at the heart of making the Chinese Internet VIRAL, INFORMATIVE and PRACTICAL (VIP). The “I” and the “P” are particularly important in differentiating China from the rest of the world. Trusted Information in China can be scarce, while the plentiful Information on social media such as news, word of mouth, and rumors is often the type of content that cannot be found anywhere else. This makes social media more important in China than most global markets. The Practicality of Chinese social media is unmatched due to the deep integration of payment solutions and services such as, Alibaba’s Alipay and Tencent’s Tenpay. For over 700 million netizens, WeChat is the go to platform not only for e-commerce transactions, but also P2P transfer, bill payment and even mutual fund investment. Nowhere else in the world is there a complete social media ecosystem connecting internet word of mouth and payment so seamlessly.
Developing E-commerce categories reflect the complexity of China’s retail market As the number of consumers’ increases, the desire for a wide variety of products grows as well. Even today, some products are not always readily available offline or even on some of the largest E-commerce platforms like Taobao, Tmall, JD and Yihaodian. We are seeing an increasing number of E-commerce categories emerging in China. Some of these new platforms include, group sales sites such as Nuomi (糯米) and Meituan (美团); flash sales sites such as Glamour Sales (魅力惠); second hand sales sites such as Xianyu(闲鱼); crowdfunding sites such as JD Finance (京东众筹); O2O sites such as ticketing service Gewara (格瓦拉) and cross boarder retail platforms such as “Little Red Book(小红书).

Now that payment is so integrated with social media, we are seeing the boundary between social media and E-commerce becoming blurred. Traditional E-commerce sites are integrating social features such as Taobao’s Weitao (微淘), Tmall’s FunEr (范儿), JD’s Discover (发现), and Yihaodian’s Yipintang (一品堂). Not to mention, social platforms integrating E-commerce, such as Little Red Book (小红书).
Video continues to rise as it fragments Traditional video sites like Youku and iQiyi continue to be important platforms. These platforms allow netizens to watch legal versions of local and imported long form content like TV dramas. Recently, many other sites have started to integrate Danmaku, the “rapid fire,” in-time netizen commentary, where the text appears right on your video screen. Danmaku was initially an innovation from the original Danmaku sites, Acfun and Bilibili, which show more youthful content like Anime, Cartoon and Games. Other video categories include short video apps like Meipai and Miaopai. These two apps have recently become a primary source of UGC on the social web. “Live” video broadcasting apps similar to Periscope, including Panda TV and Zhanqi TV, have also gained traction with consumers and even the watchful eye of government regulators. Brands like Maybelline have started to use live video platforms to promote their products. Maybelline quickly sold over 10,000 units of lipstick in two hours, via a live video broadcast hosted by celebrity spokesperson @Angelababy.
Q&A reinvigorated with AMA as platform for deep engagement Have you ever wanted to ask a celebrity how much money she has? If you haven’t, at least now you have the option on “Ask Me Anything” sites like Fenda and Zhihu Live. Recently, these platforms have gained significant traction.

For a fee ranging from a few hundred to a few thousand RMB, Fenda allows netizens to ask celebrities questions. Recently, celebrity Wang Sicong made over US$45,000 on Fenda for answering questions involving his personal gossip. Another platform, Zhihu Live provides a platform featuring experts from various industries. The app launches private sessions which allow KOLs to share information and insight with netizens. This gives netizens who are interested in certain categories the ability to easily communicate with industry leaders. Brands can consider how to utilize these sites to more effectively leverage their key opinion leaders (KOL) and celebrities.
KOL landscape evolves with Wang Hong Recently, the rise of “Wang Hong” (网红) has added a layer of complexity to the Key Opinion Leader (KOL) landscape. We are now dividing KOL’s into three basic categories: experts, “Wang Hong,” and celebrities.

Experts tend to focus on their specific fields, like beauty or fashion, where they are able to persuade and inform the masses with their expertise and experience. Wang Hong, such as QKXLJ (呛口小辣椒) focus on turning their online fame into an actual business. This is achieved by creating unique personal brands. Wang Hong tap into their social media following to promote and sell their products, leading to e-commerce sales that could not have been achieved without their social media promotion. Wang Hong are more willing to share their personal life on social platforms which can make them seem more “authentic.” Celebrities that are famous online and offline command a premium price, yet do not appear as “authentic" as Wang Hong. With this increasingly complex KOL landscape, brands need to pay more efforts to obtain the right “fit” to optimize media impact.
Kantar Media (kantarmedia.com) is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.

Asia-Pacific branch Kantar Media CIC is China's and the APAC region’s leading social and digital business intelligence provider. Powered by proprietary technology, the experts from Kantar Media CIC enable enterprises to fully leverage the power of social media and other Internet based big data intelligence across the organization. Since 2004, Kantar Media CIC has pioneered social technology, research and consulting. Founded as CIC, it was acquired by WPP’s Kantar Media in 2012.

Video(The following apps are listed in no particular order.)
×
Youku
Tudou
LeTV
Sohu TV
QQ Live
iQIYI
AcFun
Bilibili
Meipai
Weishi
Miaopai+
Douyu
Panda
Ingkee
Yizh
Audio(The following apps are listed in no particular order.)
×
QQ Music
NetEase Cloud
DuoMi Music
Douban.fm
Lizhi.fm
Xiami Music
E-Commerce(The following apps are listed in no particular order.)
×
Taobao
Tmall
JD
YiHaoDian
Suning
Dangdang
Alipay
Weidian
Taopiaopiao
Gewara
ele.me
Didi Taxi
JD Finance
Hi.Taobao
Zhongchou
Little Red Book
FengQu.com
Kaola
Nuomi
Meituan
Vip.com
Mei.com
JuMei
XianYu
Xin.com
Review(The following apps are listed in no particular order.)
×
Dianping
Koubei
Tripadvisor
Classified(The following apps are listed in no particular order.)
×
58.com
Ganji.com
Baixin.com
Travel(The following apps are listed in no particular order.)
×
Ctrip
eLong
Mafengwo
Qiongyou
Mofang
TripAdvisor
Alitrip
Lvping
Airbnb
Booking.com
Agoda
Sports(The following apps are listed in no particular order.)
×
Nike+ Running
Codoon
Keep
Runtastic
Sportq
Hupu
MOP
Kudong
Health(The following apps are listed in no particular order.)
×
Huofar Dailylife
Shoushou
Heshenghuo
Boohee
CareVoice
Chunyu Yisheng
Dingxiangyuan
Weitang
Pingan
Parenting(The following apps are listed in no particular order.)
×
Babytree
Mamaquan
Mmbang
Miyabaobei
Youyouyuer
Tianya
Meet you
Auto(The following apps are listed in no particular order.)
×
Autohome
Xcar
Sohu Qiche
Pcauto
Cheyouhui
Yiche
Chediandian
Tuhuyangche
Baidu Tieba
Fashion(The following apps are listed in no particular order.)
×
Vip.com
Zhenpin
IN
Ofashion
PCLADY
Temple
Mei.com
Meici
5lux
ShangPin
Wiki(The following apps are listed in no particular order.)
×
Baidu Baike
Baike.com
Q&A(The following apps are listed in no particular order.)
×
Baidu Knows
Zhihu
Guokr Forum
Fenda
Gaming(The following apps are listed in no particular order.)
×
QQ Game
Leagues of Legends
King of Glory
Clash of Clans
Business(The following apps are listed in no particular order.)
×
Linkedln
Chitu
Dajie
Mingdao
Kdweibo
Tita
Ding Talk
Communication(The following apps are listed in no particular order.)
×
Wechat
QQ
Wangwang
Skype
Blog(The following apps are listed in no particular order.)
×
Sina Blog
NetEase Blog
BlogBus
Dating(The following apps are listed in no particular order.)
×
ZhenAi
Baihe
MoMo
Beauty(The following apps are listed in no particular order.)
×
RED
Boohee
immocha
Weimi
Vipcom
Sephora
Mei.com
Mei
Girlfriends
ymatou
JuMei
SNS(The following apps are listed in no particular order.)
×
Qzone
kaixin001
Renren
Douban
News(The following apps are listed in no particular order.)
×
Toutiao
The Paper
Q Daily
Image(The following apps are listed in no particular order.)
×
Lofter
IN
NICE