1. IWOM WATCH
网论观察
2012
IWOM WATCH COMPILATION 2012
© 2011 CIC
© 2012 CIC IWOM WATCH

2. PAGE. 3-4
eCommerce and Customer Care
E-COMMERCE PAGE. 5
eCommerce Development in the Last Year
PAGE.6
eTao’s Comparison Feature and Brand Cooperation

3. eCommerce and Customer Care
Renren’s Rebate Service Reaps Rewards
Summary
Chinese social networking site Renren has recently collaborated with CHANet to launch an ecommerce platform that offers rebates on purchases
from www.renrenfl.com (still under building). Renren has so far partnered over 200 e-commerce sites, including e-commerce giants Vancl.com,
Newegg.com.cn, 360Buy.com and Mbaobao.com. Users can earn bonus points for shopping at partner sites and redeem them for Renren services
or cash coupons. Renren users can also use their accounts to log in to hundreds of e-commerce sites for an even more convenient, and social,
online shopping experience.
3

4. eCommerce and Customer Care
Renren’s Rebate Service Reaps Rewards
More Improved
potential SNS shopping
customers
Media experience
Spread of Bonus Redeem
discount Ecommerce
Monitoring points from Renren points &
Sites
information partner Users cash
sites coupons
Lower Information
costs Boost
Profit growth interactivity about
discounts
CIC View
Renren’s rebate service represents a landmark cooperation between SNS and e-commerce, which benefits both brands and consumers. By
establishing a new marketing model, Renren have taken a big step in monetization of social media and increased community and user stickiness.
Its ecommerce partners can use Renren’s platform to spread discount information and reach more potential customers. Users benefit from this
integration with an improved shopping experience, including redeeming points for Renren services, cash coupons and bonuses on partner sites.
Social media is imposing increasing influence on sales and all the while, developing a standard of measurement for social engagement efficacy.
4

5. eCommerce Development in the Last Year
Social Connection and Ecommerce
Social Sharing
•感觉杂了点
•希望别变成淘宝店长集中营[link]
Social Purchasing
•蘑菇街的东西好给力啊！！！！我还正愁着怎么在网上淘
Price Comparison
到特好看的东西呢！！！给力[link]
Social Purchasing Price Comparison
Social Sharing •一淘垂直比价太牛了，以后出差就方便了，刚与员工做好
交流，花了十分钟时间在一淘上搞定一家只花188元在上
海松江的四星豪华酒店[link]
Boom in “Pinterest” drives a connection between social and ecommerce.
Etao is far beyond this, it combined goods search and price comparison, making shopping more convenient.
CIC View
eCommerce is evolving to incorporate social sharing sites, like Huaban, to social purchasing sites, like Mogujie, then to price comparison websites
like Etao. The development of ecommerce hinges on making purchasing ever more convenient. The process of finding the right product has two
simple principles; suitable goods and a suitable price. Mogujie takes care of the first part and Etao looks after the second. If one ecommerce site
had these two features, it would be a breakthrough.
5

6. eTao’s Comparison Feature and Brand Cooperation
Brand Could Cooperate with eTao to Tackle Netizens’ Concerns
Positive: Cheap Price Negative: Fake Product
Sample Quote: Sample Quote:
自从有了一淘网, 再也不用担心东西买贵了, 至于一淘，因为实在太淘宝，重复多，质
买东西用一淘比价, 那里便宜去哪里.[link] I 量不咋地，满意少[link] As for eTao, it was
do not need to worry about high price products based on taobao.com, too many products
anymore, because I could use eTao price seem alike, low quality, and really hard to
comparison feature and buy any cheap satisfy customers.
products I want. Sample Quote:
Sample Quote: 一淘上怎么都是假货丫，还让不让人买了
其实一淘比价真的不错，可以比价，还有推 [link]Why there were so many fake products
荐，有聚划算…让网购更加便宜…[link] The on eTao? How could I shop on this website?
price comparison feature was really good…it
made online shopping more affordable…
Brand Could…
CIC View
Netizens did like to shop on eTao thanks to the comparison
feature and cheap price. However, some of them worried about
fake products and quality problems.
Brands could cooperate with eTao to launch campaigns,
promotions of ensured products, and advertise themselves via
the platform.
6

7. About CIC IWOM WATCH
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth
(IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term
IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront
of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies
and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research,
consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social
business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster),
powered by our proprietary technical solutions and platforms.
CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw
out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a
range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China
focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived
almost 7 billion mentions of brands and products, from over 2 billion consumer comments.
CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has
persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers
and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry
and help enterprise grasp the revolutionary opportunities brought about by the development of social business.
In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and
insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over
5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer
insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and
industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release)
CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC

8. About IWOM Watch IWOM WATCH
What is IWOM Watch:
A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary
case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know,
and participate in China’s unique digital community.
As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is
always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been
distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also
inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s
largest, most dynamic and fragmented digital landscape.
In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For
marketers, this is a year in the life of China’s social Internet.
Copyright Statement
The majority of the pictures and related quotes are from publicly available information.
This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a
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© 2012 CIC

9. CIC IWOM watch archive IWOM WATCH
If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business
eNewsletter) in one place, then apply for your IWOMmaster ID now.
2012:
2012 IWOM Watch Travel Special Edition | view 2009
IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view
IWOM watch 1st half year review 2009 | view
2011:
IWOM watch Special Edition: Microblog | view 2008
IWOM watch 2nd half year review 2008 | view
2010: IWOM watch 1st half year review 2008 | view
IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view
IWOM watch compilations from 2006 to 2010 (part 7)
- How brands marketing under social media age | view 2007
IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view
- Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view
IWOM watch compilations from 2006 to 2010 (part 5)
- The inspiration from “Shai”,“Show” culture for brand marketing | view 2006
IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view
- Spoof – Brand’s “ending” or “chances”? | view
IWOM watch compilations from 2006 to 2010 (part 3)
- Viral videos storm come up with brands | view
IWOM watch compilations from 2006 to 2010 (part 2)
- Brands Crisis upgrade to 2.0 | view
IWOM watch compilations from 2006 to 2010 (part 1)
- New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory
© 2012 CIC

10. Join CIC Community IWOM WATCH
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© 2012 CIC

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