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Beyond 1.3 Billion:
Understanding China
and Social Media

Yuanbo Liu | @yuanboliu
China is a massive
market with a unique
social media landscape.
How is it different and
why?
First, let’s look at the
sheer size of China.
Chinese New Year is the largest annual
human migration with 3.6 billion trips taken.
Now let’s look at
the Internet.
The world’s largest population of internet users

618,000,000
Internet users in China as of December 2013

China has the largest population of Internet users in the world. It is
about twice the size of the US population (317 million people).
Tech in Asia
There are still major growth opportunities

85

%

Internet penetration rate, USA

45.8

%

Internet penetration rate, China

Almost all Americans who want to be online are connected to the
Internet, already. Clearly, that is not the case in China.
China Internet Network Information Center (CNNIC)
A mobile revolution is taking place

500,000,000
Of the 618 million Internet users in China access the Internet on their mobile device

Over 80% of Internet users in China access the web via mobile.

China Internet Network Information Center (CNNIC)
Local brands are beginning to emerge as leaders

China is the world’s biggest consumer of smartphones. Today, Apple
has more stores in Shanghai than in San Francisco, and launched
new iPhones in Beijing when it does in California.
So, lots of people in
China are going online,
mostly via mobile.
Once online, where are
they going?
Chinese platforms are unique

Search

E-commerce

Social

Internet giants in China are shaped by the culture and conditions.
Social

Microblogs

Messaging

Video/Gaming

Different social media channels in China appeal to different
audiences. Many incorporate multiple aspects of functionality, like
messaging, video and gaming, with a Swiss-army knife approach.
Sina Weibo
Screenshot

Weibo is a type of microblogging platform. Sina Weibo is one such
platform, though there are many others. Microblogs are now heavily
censored in China and many require real-name verification.
Wechat
Screenshots

Wechat is the standard method of messaging in China, occupying 82%
of messaging. Similar to WhatsApp, it allows you to send messages
over the Internet, as well as voice messages and social sharing.
YY
Screenshot

YY is like“Whatsapp meets Zynga meets American Idol”. A
completely different type of platform, YY appeals to a specific
audience and mixes real time voice and audio with virtual goods.
To sum it up, Chinese platforms revolve around:
Mobile-first technology
Swiss-army knife approach
Virtual goods
Audiences
China is an enormous
market that is very
active on social. But it’s
not just one big
opportunity. Why?
To understand why
China is different, look
to the cultural
underpinnings of
specific audiences.
1. Geographic
Tiered city structure

Tier 1 - Beijing

Tier 2 - Qingdao

Tier 3 - Shenyang

Consumer habits vary geographically according to the affluence and
status of the city.
2. Demographic
Social demographics

Fuerdai

Singles

Tourists

Audience subsets in China vary greatly. Each audience shares
unique characteristics and motives, which drive behavior.
Common Themes

Gifting

Social Pressure

Cultural practices and social pressures drive and catalyze emerging
technologies and internet phenomena.
These audiences are
each unique, but they
share common cultural
themes that translate
into online behavior.
What are the
takeaways?
Massive scale with
unique conditions
have led to innovation
that is very different
from our own.
We are beginning to
feel the impact of this
innovation.
To understand the
opportunity offered
by China, look to the
cultural values.
Thanks for listening.
Questions?

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Beyond 1.3 Billion: Understanding China and Social Media

  • 1. Beyond 1.3 Billion: Understanding China and Social Media Yuanbo Liu | @yuanboliu
  • 2. China is a massive market with a unique social media landscape. How is it different and why?
  • 3. First, let’s look at the sheer size of China.
  • 4. Chinese New Year is the largest annual human migration with 3.6 billion trips taken.
  • 5. Now let’s look at the Internet.
  • 6. The world’s largest population of internet users 618,000,000 Internet users in China as of December 2013 China has the largest population of Internet users in the world. It is about twice the size of the US population (317 million people). Tech in Asia
  • 7. There are still major growth opportunities 85 % Internet penetration rate, USA 45.8 % Internet penetration rate, China Almost all Americans who want to be online are connected to the Internet, already. Clearly, that is not the case in China. China Internet Network Information Center (CNNIC)
  • 8. A mobile revolution is taking place 500,000,000 Of the 618 million Internet users in China access the Internet on their mobile device Over 80% of Internet users in China access the web via mobile. China Internet Network Information Center (CNNIC)
  • 9. Local brands are beginning to emerge as leaders China is the world’s biggest consumer of smartphones. Today, Apple has more stores in Shanghai than in San Francisco, and launched new iPhones in Beijing when it does in California.
  • 10. So, lots of people in China are going online, mostly via mobile. Once online, where are they going?
  • 11. Chinese platforms are unique Search E-commerce Social Internet giants in China are shaped by the culture and conditions.
  • 12. Social Microblogs Messaging Video/Gaming Different social media channels in China appeal to different audiences. Many incorporate multiple aspects of functionality, like messaging, video and gaming, with a Swiss-army knife approach.
  • 13. Sina Weibo Screenshot Weibo is a type of microblogging platform. Sina Weibo is one such platform, though there are many others. Microblogs are now heavily censored in China and many require real-name verification.
  • 14. Wechat Screenshots Wechat is the standard method of messaging in China, occupying 82% of messaging. Similar to WhatsApp, it allows you to send messages over the Internet, as well as voice messages and social sharing.
  • 15. YY Screenshot YY is like“Whatsapp meets Zynga meets American Idol”. A completely different type of platform, YY appeals to a specific audience and mixes real time voice and audio with virtual goods.
  • 16. To sum it up, Chinese platforms revolve around: Mobile-first technology Swiss-army knife approach Virtual goods Audiences
  • 17. China is an enormous market that is very active on social. But it’s not just one big opportunity. Why?
  • 18. To understand why China is different, look to the cultural underpinnings of specific audiences.
  • 20. Tiered city structure Tier 1 - Beijing Tier 2 - Qingdao Tier 3 - Shenyang Consumer habits vary geographically according to the affluence and status of the city.
  • 22. Social demographics Fuerdai Singles Tourists Audience subsets in China vary greatly. Each audience shares unique characteristics and motives, which drive behavior.
  • 23. Common Themes Gifting Social Pressure Cultural practices and social pressures drive and catalyze emerging technologies and internet phenomena.
  • 24. These audiences are each unique, but they share common cultural themes that translate into online behavior.
  • 26. Massive scale with unique conditions have led to innovation that is very different from our own.
  • 27. We are beginning to feel the impact of this innovation.
  • 28. To understand the opportunity offered by China, look to the cultural values.