Learn about the hottest Chinese social media trends in 2015. Adjust your digital strategy to maximize your exposure.

1. V1.0
Copyright 2014 | LAT Multilingual | All Rights Reserved
Prepared by: Lesley Ning
April 2015

2. Page 2 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
 Current Chinese social media landscape
 Most popular platforms and their features
 The revolution of SNS platforms
 Key trends in 2015
 Implications and recommendations

3. Page 3 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
 The following is a summary analysis of the latest
resources currently available online.

4. Page 4 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Chinese Social Media Landscape
The Chinese Social media
ecosystem is fragmented
and complicated.

5. Page 5 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Popular Chinese Social Media Sites
Source: Imagination / China Social Media Brief / April 2014

6. Page 6 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Platform Overview Users
Tencent
WeChat
Registered users reached 600 million
in 3 years. Companies registering
WeChat official accounts reached
more than 2 million in 15 months.
• Affluent groups with monthly income in 1st
and 2nd tier cities
• 61% of WeChat users are male and 39% are
female
• 80% of users are below 35 years old
Sina Weibo
Started in 2009, Sina Weibo has
became China’s most influential
micro-blogging site.
• 38 Million (86% of total number of users)
daily active users
• Currently 404,000 enterprise accounts
• 90% of Weibo users are between 15 to 34
year old.
Tencent
Qzone
China’s biggest social networking site
in terms of registered and active
users, paid service subscribers and
number of updated feeds.
• The active users tend to be located in lower
tier cities
• Major users are students

7. Page 7 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Source: Imagination / China Social Media Brief / April 2014

8. Page 8 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Online Users 2013-2014
The number of online users of Weibo and Qzone has dropped in 2014, WeChat
beats Qzone and became the #1 platform that has the most online users.
Source: cn.kantar.com

9. Page 9 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Key Trends in 2015
Quality Content: unique, creative, shareable
Mbaobao #Why not change for a new bag# Weibo and WeChat campaign: using
a unique topic and letting users create their own poster and share with friends.

10. Page 10 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Key Trends in 2015
Personalized content for each audience
McDonald’s Cherry Blossom
Ice cream Cone Run campaign
is a great example of using
Location Based Services(LBS)
function to understand target
markets: who they are, where
they are and what they prefer.

11. Page 11 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Key Trends in 2015
Utilize all visual channels
Internet users’ interest for images, videos and graphics continues to increase.
Mercedes Benz’ sponsored reality
show “travelling couples” gained
4.3 billion views. A great marketing
campaign to promote the brand’s
culture.

12. Page 12 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Key Trends in 2015
Brand localization: getting it right
Content localization goes beyond translating to another language. It is important to
transcreate the content for your target market. Coca-Cola’s customized campaign in
China using Chinese buzzwords was a huge success to reach Chinese youth.

13. Page 13 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Key Trends in 2015
Collaborative Marketing reaches new heights
A PizzaHut-sponsored short video campaign published and promoted on Youku-
Tudou gets over 10 million views and over 100M conversations, breaking new
sales records.

14. Page 14 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Summary:
WeChat is by far the most popular Chinese social platform these days.
Make sure you are taking advantage of this great tool!
A few key points to remember:
• Content is king! No matter what language or market you share your
content in.
• Provide quality content that is unique, creative and shareable
• Try to personalize your content for each audience and each market
• Utilize all your visual channels, videos, graphics, images etc.
• When localizing your marketing content, don’t just translate.
Transcreate.
• Collaborate with other venues/platforms to reach new heights

15. Page 15 of 15
Copyright 2015 | LAT Multilingual | All Rights Reserved
Questions?
Tweet us @LAMultilingual with the hashtag #LATSocial