The document summarizes research on redefining China's social platforms based on consumer value. It studied four types of users in first, second and third tier cities and five major social platforms: Weibo, Wechat, QQ, Renren and Douban. It finds that platforms are differentiating into social tools like Wechat that focus on real relationships and communication, and social media like Weibo that are more open and information-oriented. Weibo encourages participation in social affairs while Wechat facilitates private communication between friends. Future development will see the co-existence of social tools and media as consumers use both simultaneously.

1. Redefining China's Social Platforms
2014
Rethinking User Value
Business Value of Social Platforms
Issued by:

2. Page 2
Chapter 1 Cause
·Social marketing is the most important new marketing method
·China’s social platforms are under differentiation development
Chapter 2 Research process
·Redefining social platforms based on consumer value
·The research covers four typical user types in first, second,
and third tier cities
·Five major social platforms are studied
Chapter 3 Redefining social platforms based on user value
·User behavior differentiation of social platforms
·Relationship differentiation of social platforms
·Differences between social tool and social media
·Product setting differences between social tool and social media
·User psychological differences between social tool and social
media
Chapter 4 Business value of social platforms
·Six steps of social marketing
·The capability of social platforms to implement each step of
social marketing
·Weibo is more comprehensively influential due to its openness
·How to conduct social marketing through Weibo and Wechat
CONTENTS

3. Page 4Page 3
Currently social marketing is the most important and widely applied new marketing
concept. 71% of advertisers consider social marketing far more important than other new
marketing concepts, and 75% of enterprises are applying this concept into practice.
Its importance is rooted in China’s fast-developing social platforms and the enhancement
of consumer rights.
The concept and operation of social marketing also achieved continuous development
during practice.
Social marketing is the most
important new marketing method
China’s social platforms are under differentiation development.
·Weibo and Wechat remain the largest and most influential platforms in the
Chinese market.
·However, new platforms with social attributes (e.g. Yixin, Laiwang) are mushrooming.
These platforms are different in function setting, resource and user relationship.
·Due to the development of mobile Internet, mobile end-users and PC end-users have
become equally important.
China’s social platforms are under
differentiation development
Extremely important %
Data source: 2013 Report on China’s One Hundred Advertisers
by Millward Brown and Media 360
Importance rating of new marketing
strategies by one hundred advertisers
Social marketing is the most
important new marketing method
China’s social platforms are under
differentiation development
Listen to
consumers
Trigger
demand
Share
Maintain
customer
relationship
PurchaseStimulate
action
71
66
57 56
49
46
34
16
12
Social
marketing
Word-of
mouth
marketing
Cross
screen
convergence
Content
marketing
Influence
marketing
Relationship
marketing
SOLOMOCO Sponsorship
marketing
n-game
marketing
Millward Brown proposes the six steps of social marketing.
CHAPTER 1 CAUSECHAPTER 1 CAUSE

4. Page 6Page 5
The study of consumers should be conducted first in order to understand the develop-
ment of China’s social platforms, because the long-term development of all the products
and services rely on the realization of consumer value.
Millward Brown and its affiliated qualitative research brand Firefly conducted a series of
surveys and completed the report: 2014 Redefining China’s Social Platforms.
This report is open to marketers of China’s enterprises and brands and provides them
with an opportunity to recognize the user value and business value of social platforms.
Redefining China’s social platforms
As a world-leading marketing research body, Millward Brown focuses on brand,
communication and media research. Firefly, a sub-brand of Millward Brown, emphasizes
qualitative research.
Firefly is an information and consulting business division under the Kantar – WPP
group.
Firefly is a research engine pushing forward the development of New Media by:
·Proposing that beyond-seo and Internet advertising can help establish a brand
·Proposing IGRP and cross-screen convergence together with Miaozhen to reach
MixReach
·Proposing cross-media evaluation standards
·Releasing Brand Digital Asset List together with Baidu
Pushing forward the development
of New Media
Millward Brown issued 2014
Redefining China’s Social Platforms
Four typical user types
Group of influential opinion leaders
Group with increasing
consumption capability
Emerging new low
and middle-income group
Group who has earliest
contact with social media
Cities covered:
The survey was conducted in Dec., 2013.
Research method: Qualitative consumer forum and one-on-one interview
Research subject: (four typical consumer types)
The survey covers four typical
user types from first, second and
third tier cities.
·First tier : Shanghai, Beijing
·Second tier : Wuhan
·Third tier : Mianyang
台
湾
兰州
银川
呼和浩特
哈尔滨
长春
沈阳
西安
重
庆
市
贵阳
昆明
南宁
长沙
广州
香港
南昌
福州
武汉
合肥
南京
上海
杭州成都
郑州
济南
北京
天津
石家庄
太原
拉萨
海口
乌鲁木齐
西宁
青
海
宁
夏
河
北
山
西
陕
西
甘
肃
四 川
山
东
湖
北
安
徽
河
南
辽 宁
黑
龙
江
江
苏
湖
南
浙
江
福
建
江
西
广
东
贵 州
海 南
云
南
Shang
haiWu
hanMian
yang
Bei
jing
VIP
Middle
class
“Diaosi”
Student
CHAPTER 2 Research
process
The survey covers four typical user types
from first, second and third tier cities
CHAPTER 2 Research
process

5. Page 8Page 7
·China’s social platforms have formed into two development trends of social tool and
social media
·Tool platforms make a certain behavior demand go online. It emphasizes more on
initiative, purpose and real-timing, with Wechat as the main representative
·Media platforms center on interest content. Its emphasis is more on openness, diversity
and emotion-oriented content, with Weibo as the typical representative
·Specifically, the two development trends of social tool and social media show distinct
differences
Behavior: Wechat: Communication-oriented, focusing on the small world; Weibo:
Information-oriented, looking around the big world
Relationship chain: Wechat: strong real relation- a replication of actual
interpersonal relations; Weibo: weak relation, identified by interest – a projection of real self
Product setting: Wechat: Lower threshold, focusing on real time and easy
communication; Weibo，establishing social prestige and encouraging participation in
social affairs
User positioning: Wechat: “Me in the eyes of others (me) ”; Weibo: Free me (i)
·China’s social platforms will continue to differentiate between social tool and social
media, and the two trends will co-exist through their differences. The major competitors
of social tool are other non-social utilities, while those of social media are other media
·The success of new social platforms relies on clear and precise positioning
Key findings - Utilization and
Mediumization co-exist in
social platforms
Wechat
Sina Weibo
t.cn
Representing mirco-blog
Platforms
QQ
QQ space included
Renren
Renren.com
Douban
Douban.com
Five major
social
platforms
Five major social platforms are studied
CHAPTER 2 Research
process
Key findings - Utilization and
Mediumization co-exist in social platforms
CHAPTER 2 Research
process
This research aims to discuss the user behavior and psychological value of major social
platforms. Five social platforms are selected as research subjects based on their user
coverage rate and activeness.
Five major social platforms
are studied

6. Page 10Page 9
·When practicing social marketing, Weibo is more comprehensively influential,
especially with a clear advantage in pre-sales word-of-mouth marketing and
maintenance, therefore Wechat is more suitable for one-to-one after-sales service
-Weibo: Free expression and active response; communication model is easy to form hot
topics; users receive marketing information in a more open way
-Wechat: prudent expression; keyword filtering and screening; user has lower accep-
tance of marketing information; the closed and linear communication model is unlikely to
create dramatic hot topics
·Weibo is more comprehensively influential due to its open media property
-Open and public platform
-Open data
-Participation in TV program
-Participation in marketing packages
Key findings - Weibo is more
comprehensively influential in
social marketing due to
its openness
Tool-oriented
Making a certain behavior demand go
online
(e.g. messaging and voice communication)
Initiative, purpose and real time-orienteda
Information-oriented
Receiving information of interest and
feeling satisfied
Openness, diversity and
emotion-oriented
User behavioral differentiation of
social platforms—from
tool-oriented to
information-oriented
Real time
interaction
Interpersonal
relationship
Knowing
updates
Receiving
information
Interest
&
Hobbies
One-to-one
chatting
Group chatting
Original release
One-to-one
chatting
Group chatting
Know about
friend updates
Content
forwarding
Know about
celebrity updates
Reading news
Interest
group
Know about
interest circles
Check for
interest
information
Know about
friend updates
Wander for fun
Six steps of
social marketing
Listening to
consumer
Trigger
demand
Stimulate
action
Maintain
customer
relation
PurchaseShare
1 2
3
45
6
Key findings - Weibo is more comprehensively
influential in social marketing due to its openness
CHAPTER 2 Research
process
User behavioral differentiation of social platforms—from
tool-oriented to information-oriented
CHAPTER 3 Consumer
value on social platforms

7. Page 12Page 11
Weibo looks around the big world,
while Wechat focuses on the
small world
Extroverted
Outer World
Others
Inner world
Self-centered
Inner heart
Relationship differentiation on
social platforms—From realistic
relationship to interest-based
network
Real relationship
Strong relation
Emphasizing privacy
My identity: real-name, clear individual
identity, and real interpersonal relations
Individual information is well known by
the relation chain on the platform.
Interest-based Network
Weak relation
Emphasizing mutual interest
My identity: anonymous, exist merely
based on interest, just a part or a
projection of myself.
QQ Space
Renren
Wechat
Weibo
Douban
Hot
social
issues
Humor
&
Jokes
Celebrity
&
News
BigworldSmallworld
Weibo looks around the big world, while Wechat
focuses on the small world
CHAPTER 3 Consumer
value on social platforms
Relationship differentiation on social platforms - From
realistic relationship to interest-based network
CHAPTER 3 Consumer
value on social platforms
Acquaintances
Friends
updates
Interests and
hobbies
(books/movies)
Updates of old
classmates
Personal
updates

8. Page 14Page 13
The development of China’s social platforms has differentiated into two major trends of
social tool and social media
Social tool is based on real relation, which utilizes real behavioral demand, with Wechat
as a representative
Social media is based on content, which groups people with similar interest, with Sina
Weibo as a representative
China’s social platforms have two
development trends of social tool
and social media
Product setting is the basis of social platform differentiation, while product differenti-
ation is the basis of developmental differentiation of social platforms. The setting of
each social product must comply with its basic positioning logic. Taking Weibo and
Wechat as example,
Weibo is featured with social property. It is a socialized information release platform
which transmits public information and has certain governmental functions.
Wechat is featured with personal property. It is a social communication tool focusing
on friend circle and personal relationships.
Product setting differentiation is
the logical basis of the
differentiation of social tool
and social media
Tool-oriented
Information-oriented
Interest-based network
Real relationship
Weibo (social media platform) Wechat (Social tool platform)
Multiple to multiple
One-way following
Forwarding and
commenting known
Individual and media
on the same platform
PC end and Mobile end
equally important
Open data
One to one, one to multiple
Two-way following
Forwarding and
commenting not known
Media separated
Mainly mobile end
(higher timeliness)
Closed data
Weibo
Douban
Renren
Wechat
QQ
China’s social platforms have two development
trends of social tool and social media
CHAPTER 3 Consumer
value on social platforms
Product setting differentiation is the logical basis
of the differentiation of social tool and social media
CHAPTER 3 Consumer
value on social platforms

9. Page 16Page 15
Weibo: a medium encouraging
participation in social affairs
“Since friends’ comments are inundated by other
comments, mostly I read the mircoblogs by
celebrities and grassroots VIPs. It is interesting”
--Interviewee from Mianyang
“I use Wechat to chat with friends, or know what
they have been doing, where they go for fun or
what good food they eat”
-- Interviewee from Wuhan
Wechat: a tool which facilitates
communication between friends
One circle, Celebrity
Enterprise have larger voice
Size of the icon indicates voice volume
·Mainly scanning for interesting contents
·Trying to make one’s voice heard and
draw attention
·Equal and timely communication between
friends
Friends &Relatives
Celebrity / Enterprise Celebrity/Enterprise
Different circles, voice of
ordinary people is enlarged
Online friends Online friends
Acquaintances
Acquaintances
Weibo: a medium encouraging participation
in social affairs
CHAPTER 3 Consumer
value on social platforms
Wechat: a tool which facilitates communication
between friends
CHAPTER 3 Consumer
value on social platforms
ProductsettingConsumerexperience
Friends &Relatives
·Number of followers=
one’s reputation on
Weibo
·Hits, comments and
forwarding remain visible
to all users
·Encouraged by a sense
of social achievement,
users will participate
more in creating and
discussing contents on
the platform
·More forwarding and
comments
·Establish social image
and participate more in
social affairs
·Following and replies
visible only to friends
·Common users unable
to know whether the
content is forwarded or
saved
·The platform doesn’t
encourage participation in
social affairs, and too
much participation tends
to inspire dislike
·User mainly focuses on
communication between
friends, and updates
information that only
caters to friend’s needs
ProductsettingConsumerexperience

10. Page 18Page 17
Weibo and Wechat exhibit distinct differences in platform attribute and consumer
psychology. It is in line with future trends for Weibo to further reinforce the differences,
develop its unique characteristics and co-exist with Wechat.
A platform connecting the small world to
the big world
A platform for users to show a better and
stronger self
A platform for users to gain a larger
voice and enhance personal influence
A platform for users to follow and absorb
diverse information
A platform for users to better maintain the
small personal world
A platform to reinforce real identity
A platform to enhance interaction among
friends and maintain personal relationship
A platform which screens out irrelevant
information
Psychological differences between
Weibo and Wechat users ·Different relationship chains result in different driving forces of use. Different individual
projections cannot co-exist in one platform
·Wechat weighs more on the high-intimacy relationship chain, while Weibo weighs more
on the low-intimacy relationship chain
·Since the high-intimacy chain needs continuous maintenance, user character on
Wechat is “Me in the eyes of others” (me). Most actions are driven by the need to further
reinforce and identify one’s position in the real society: a good leader, employee, client
or mother, etc
·Instead, since there are fewer high-intimacy chains in Weibo, “i” have more freedom to
discover myself and establish a new image (i)
“ i” in Weibo, “ me” in Wechat
·More thoughts
·More concerned with current politics
·More fashionable and have diverse interests
·Higher sense of public merits and social morality
·More social influence
Psychological differences between Weibo and
Wechat users
CHAPTER 3 Consumer
value on social platforms
“ I ” in Weibo, “ Me ” in Wechat
CHAPTER 3 Consumer
value on social platforms
Friends &
Relatives
Acquaintances
Online friends

11. Interest-based network
Interpersonal relations
Tool-oriented
Information-oriented
Page 20Page 19
Future of social platforms:
Consumers use social tool and
social media at the same time
China’s new social platforms keep emerging, but their success lies in positioning differ-
entiation. The more real the relationship is, the more difficult it is to convert.
Development of new social
platforms is determined by
positioning differentiation
定位的
差异化
Workmate
What’s app
Phone
Msn
QQ
QQ
Wechat
Wechat
Laiwang
Momo
Renren
Renren
LINE
Weibo
Tieba
Weibo
Tencent Sohu
Douban
Tieba
Douban
Yixin
Yixin
Feixin
YY
YY
Acquaintance Friend Common
interest
Generally consumers own accounts of different platforms and disperse different user
functions in these platforms.
Use of social tool and social media are inter-independent and co-exist with differentiation.
The major competitors of social tool are other non-social utilities, while those of social
media are other media.
Stranger Expert
Communication
Work
arrangement
Shopping
communication
Tool-oriented
Work discussion
Friend
share
Expressing
one’s mood
Media-oriented
Spreading
opinion
Entertainment
Inquiring
Acquiring
diverse
information
Future of social platforms: Consumers use social
tool and social media at the same time
CHAPTER 3 Consumer
value on social platforms
Development of new social platforms is determined
by positioning differentiation
CHAPTER 3 Consumer
value on social platforms

12. Page 22Page 21
Six steps of social marketing
Six steps of social marketing Six steps of social marketing
1. Listening to consumer
4.Purchase
5.Share
6.Maintain customer relation
3.Stimulate action
2.Trigger demand
Social platform capacity to realize
each step of social marketing
Identify market opportunity
Crisis management & control
Research and observation
Data openness
User intention of
consumption-related discussion
User quantity
Coverage rate
Content attractiveness
User acceptance of marketing info
Content credibility
Coordination with other media
Convenience
Affordability
Open and public sharing
Sharing intention
Customer information
Customer accessibility
Copyright: Millward Brown
Deliver info. to current andpotential users
Wide coverage
Create hot topics
Affectively attract and persuade clients
Change attitude of target receivers
Stimulate client behavioral intention
Purchase platform
(online & offline)
Word-of-mouth among users
Establish reputation
Customer service
Re-sale
Marketing effects Requirements
Social
media
Social
tool
Six steps of social marketing
CHAPTER 4 Business
value of social platforms
CHAPTER 4 Business
value of social platforms
1. Listening to consumer
4.Purchase
5.Share
6.Maintain customer
relation
3.Stimulate action
2.Trigger demand
Data openness
User intention of
consumption-related discussion
User quantity
Coverage rate
Content attractiveness
User acceptance of marketing info
Content credibility
Coordination with other media
Convenience
Affordability
Open and public sharing
Sharing intention
Customer information
Customer accessibility
Requirements
Social platform capacity to realize each step of
social marketing

13. Page 24Page 23
Weibo: Media embracing individual
opinion and free speech
Wechat: Tool with restricted and
prudent speech
Weibo: Focuses more on
entertainment, open attitude to
marketing information
Wechat: Focuses more on affairs,
dislikes irrelevant marketing
information
◆Chasing hot topics, subjective judgments
and free speech
·Adore one of the cute kids in Where are we
going? Dad1
·Express ideas about the trial result of Li Tianyi
Case and Li’s parents
·Express understandings of the 18th CPC
National Congress resolutions
◆Actively participating in enterprise and
brand image discussions
·Participate in discussions of inside stories of a
certain brand or new product exposure
·Commenting on brands and enterprises under
heated debate, talk about use experience and
exchange experience with others
·People use Weibo to entertain themselves
and look for “affairs” with an open mind
·Hot topics are followed, so that marketing
information will be followed when it appears
as a hot topic
·All interesting information is read in a
wide manner, and marketing information is
highly accepted by users
“I’m just looking for fun in Weibo. I
read everything, and it’s OK to have
some advertisements, just not too
much.”
--Interviewee from Wuhan
CHAPTER 4 Business
value of social platforms
Weibo: Media embracing individual opinion and free speech
Wechat: Tool with restricted and prudent speech
CHAPTER 4 Business
value of social platforms
Weibo: Focuses more on entertainment, open attitude to marketing information
Wechat: Focuses more on affairs, dislikes irrelevant marketing information
◆Hot topics highly related to oneself and
people around, restricted speech
·Remind users to keep themselves safe and only
send information about common sense of life
·Unable to send provocative information because
of family in Wechat
·Less irrelevant information to avoid annoying
others
◆Enterprise and brand image relies on
real consumption experience so the
recommendation is highly credible
·One’s particular use experience assures
recommendation: I recently bought a baby chair
and found it very useful, so that I would like to
recommend it to mothers within the friend circle.
Note 1: A hot Chinese reality show
featuring five fathers and
their kids as they travel to different
rural areas in China.
·People use Wechat to see if they are
“looked for” by some affairs with a nervous
mind
·Upon receiving information, user’s first
reaction is to “sieve out” useful information;
what matters is whether the information is
relevant or useful to “me”
·Irrelevant information will be filtered or
screened, marketing information is
disliked
“Once Wechat rings I think friends are
looking for me and I want to see it.
Therefore I screen irrelevant groups or
shopping groups”
--Interviewee from Beijing

14. Copyright: Millward Brown
Six steps of
social marketingMarketing effects
Note: Size of the circle
represents the supporting
capacity of the step.
Broken circle indicates
related function layout.
Social
media
Social
tool
Page 26Page 25
Capacity of social tool and social
platforms to support
social marketing
Weibo: Short-term
concentrated impact on target
receivers
Information is under explosive
diffusion in Weibo through wave
to wave from the tipping point to
periphery. The diffusion is in
relative disorder.
Keyword: real-time,
concentration, explosion
Wechat: Small but steady
impact on target receivers
Information is in a linear flow.
Information is forwarded to
private users one-by-one from
the publisher (public account).
The diffusion channel is
relatively closed.
Keyword: time linearity, vertical,
closeness
Information diffusion difference of
social tool and social media to
support social marketing
AudienceAudience
Audience
Forward
Source
Audience
Audience
CHAPTER 4 Business
value of social platforms
Information diffusion difference of social tool
and social media to support social marketing
CHAPTER 4 Business
value of social platforms
Capacity of social tool and social platforms to
support social marketing
Information reprocessing
Original tipping point
Second tipping Second tipping
Second tipping
Third tipping
Third tipping
Identify market opportunity
Crisis management & control
Research and observation
Deliver info. to current andpotential users
Wide coverage
Create hot topics
Affectively attract and persuade clients
Change attitude of target receivers
Stimulate client behavioral intention
Purchase platform
(online & offline)
Word-of-mouth among users
Establish reputation
Customer service
Re-sale
1. Listening to
consumer
4.Purchase
5.Share
6.Maintain customer
relation
3.Stimulate action
2.Trigger demand

15. Solve brand crisis
Clear up
misunderstanding
Customer relationship
management
Understand consumer
demand
Define brand
together with
consumers
Timely interaction
Create hot topics in
communication
Promote
implementation of
marketing activities
Customer relation
management
Guide sales
Apart from providing enterprise-client communication channels, social platforms
are also beneficial to all-media marketing
Page 28Page 27
Weibo is more comprehensively
influential due to its open media
property
An open and
public platform
Participation in
marketing
packages
Participation in
TV program
Open data
“It’s good for food
safety. The official
KFC Weibo clarifies
that all its food
materials are safe.”
- A VIP user from
Wuhan
“Once Nokia
organized an online
poll asking for
customer’s Lumia
use experience, so
that the Product &
Technology Dept.
can improve the
product according-
ly. I find it very
considerate. ”
- A middle-class
woman from Beijing
“Stars of Where are
we going? Dad all
have Weibo, so
that we can interact
with them or the
program group,
express our
opinions and
participate in
discussions”
- Diaosi woman
from Mianyang
“We can
communicate
directly with the
producer. Last time
I sent a message to
Lamv through
Wechat, asking
that we were out of
fluorescent green
pens, and they told
me where to buy
them.”
- A middle-class
man from Shanghai
Authentic reputation on Weibo
rapidly promotes real-time
program popularity
·Before “Where are we going? Dad” was broadcast, its Weibo promotion was
low-key. The discussion stayed at a few hundred or thousand pieces before 11
October, but surged to 180-thousand after its broadcast, so it really pushed the
discussion to a high level
·Hot topics can create all-member concern during the process
·Stars and staff further enhance topic heat
·Psychologists, constellation columnists, and sociologists spontaneously publish papers and inspire
in-depth discussion
·Many real moms get involved, and share their own viewing experience combining their parenting
experiences so as to stimulate discussion
·With Weibo keeping the the topic sizzling, more people wanted to watch the
show, so that sharing and discussion became more heated and every episode
was improved
CHAPTER 4 Business
value of social platforms
Weibo is more comprehensively influential due
to its open media property
CHAPTER 4 Business
value of social platforms
Authentic reputation on Weibo rapidly promotes
real-time program popularity

16. Page 30Page 29
Weibo: Presale reputation
establishment and maintenance
Wechat: One-to-one after-sales
customer service
·Durex proposes a topic discus-
sion :#Best fan#，#No bullshit#，
#Daily guessing#, etc
·Interact with Weibo users and
tell jokes
·Inset brand into hot topics to
promote brand, such as making
shoe cover with Durex in Beijing
storm
·Characteristics of Durex official
Weibo:
Many original micro-blogs with same style
Humorous, stylish and interesting
Brand image is well embedded
·Regular content forwarding such
as Durex Lecture
·Listen to consumer’s questions
and timely conclude feedback of
“Weekly question collection”
·Proposed “I want welfare” free
lucky draw to attract followers and
enhance impact
·Characteristics of Durex official
Wechat:
Content forwarded is closely related with the
brand
Communication with consumers are rapid and
well-targeted, which helps improve the
brand-consumer relationship
How to conduct social marketing
through Weibo and Wechat
Case: Weibo and Wechat
marketing of Durex
Reinforce brand
image and maintain
brand popularity
Enhance
consumer-brand
relation
CHAPTER 4 Business
value of social platforms
Weibo: Presale reputation establishment and maintenance
Wechat: One-to-one after-sales customer service
CHAPTER 4 Business
value of social platforms
How to conduct social marketing through Weibo and Wechat
Case: Weibo and Wechat marketing of Durex
“I followed the Weibo of
“Shanghai Release”, which
regularly releases news about
Shanghai, such as debate of
whether to raise water fees or
not: moreover, it can offer you
services if you follow its Wechat.
For instance, if you ever get lost
in Pudong, you can ask for
directions through Wechat.”
- A Diaosi woman from Shanghai
Suggestions and
complaints
Form purchasing
interest
Use experience
sharing
After-sales
demand
“I followed CMBC bank’s Weibo.
It mostly releases news, but we
are able to check savings if we
follow the Weibo, so it is very
convenient.”
- A middle-class woman from
Beijing
Enterprise marketing process
One-to-one
customized service
Timely monitoring
and response by
enterprise
Suitable
communication
Create hot topics
Presale
Sales
target
reached
After-sale