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市場調查報告書

中國社群/媒體網絡市場

Social and Media Networks - China - May 2015

出版商 Mintel China 商品編碼 305536
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國社群/媒體網絡市場 Social and Media Networks - China - May 2015
出版日期: 2015年05月31日 內容資訊: 英文
簡介

應對特定的使用者需求從主要網絡中求差異、特定型社群/媒體網絡正在增加。與一般社群/媒體網絡相比、利基的平台具有針對目標使用者與特定機能、品牌的行銷機會。

本報告針對特定型社群/媒體網絡提供概要、品牌的活用、市場動向、社群/媒體網絡顧客服務分析。

第1章 介紹

  • 定義
  • 社群網絡
  • 媒體網絡
  • 統計族群
  • 調查方法
  • 簡稱

第2章 摘要整理

  • 市場動向
  • 主流的IM類型社群網絡
  • 特定型社群/媒體網絡的登場
  • 為尋求差異使用自我生產型內容的媒體網絡
  • 媒體網絡「彈幕」的人氣
  • 微視頻成為共通機能
  • 消費者
  • 微信是中國社群媒體網絡領導
  • 美拍以黑馬之姿登場
  • 網路購物成為社群/媒體網絡的一部份
  • 積極與公式帳號聯繫的消費者
  • 積極透過社群/媒體網絡購物的中國消費者
  • 吸引消費者的創意廣告
  • 主要問題
  • 特定型社群/媒體網絡如何競爭
  • 品牌該如何活用特定型社群/媒體網絡向目標客層傳遞訊息
  • 電子商務會成為主流嗎
  • 社群/媒體網絡的顧客服務重要性
  • 結論

第3章 問題點與考察

  • 特定型社群/媒體網絡如何競爭
  • 事實
  • 考察
  • 品牌該如何活用特定型社群/媒體網絡向目標客層傳遞訊息
  • 事實
  • 考察
  • 電子商務會成為主流嗎
  • 事實
  • 考察
  • 群/媒體網絡的顧客服務重要性
  • 事實
  • 考察

第4章 動向應用

  • 活用回顧做為品牌廣告
  • 促進顧客服務與產品消費者指南
  • 提升特別趣味性而非折扣

第5章 市場動向

  • 主要重點
  • 2014年底中國網路人口將近6億5000萬人
  • 4G網絡刺激行動社群/媒體網絡
  • 網路使用者5人中有4人以上使用行動電話上網
  • IM種類的社群網絡讓市場活性化
  • 增加的利基ス社群/媒體網絡
  • 媒體網絡追求與電視節目的差異
  • 使用「彈幕」模仿節目
  • 共享微影片

第6章 改革者

  • 主要重點
  • 媒體網絡是演唱會的最新管道
  • 地理行銷的Weibo Sports的市場機會
  • 傳統電視台活用網路開發自己的媒體網絡

第7章 企業與產品

  • 社群網絡
  • QQ
  • 最近開發
  • Qzone
  • 最近開發
  • WeChat
  • 最近開發
  • Sina Weibo
  • 最近開發
  • LinkedIn
  • 最近開發
  • 新興社群網絡
  • 媒體網絡
  • Youku Tudou Inc.
  • 最近開發
  • Douban
  • 最近開發
  • Baidu Tieba
  • 最近開發
  • Zhihu
  • 最近開發
  • 新興媒體網絡

第8章 消費者分析-社群/媒體網絡使用者檔案

  • 調查方法與如何閱覽內容
  • 主要社群/媒體網絡

第9章 消費者分析-社群/媒體網絡的使用

  • 主要重點
  • 主要社群/媒體網絡使用動向
  • 手機應用程式帶動風潮
  • 跡象顯示消費者以少數網站為焦點
  • 多平台使用者透過社群/媒體網絡滿足多種需求
  • 中國消費者對新社群/媒體網絡十分開放

第10章 消費者分析-對社群/媒體網絡的想法與行動概要

  • 主要重點
  • 網上購物是社群/媒體網絡不可缺少的機能
  • 消費者有一半積極推薦自己喜歡的公式網站給他人
  • 個人資料依然是最讓人擔心的部分
  • 社群/媒體網絡是不可缺少的網路情報來源
  • 有創意的廣告不會被消費者跳過
  • 品牌在推出互動式廣告時需要更謹慎

第11章 消費者分析-性別與年齡

  • 主要重點
  • 男性希望透過社群/媒體網絡結交新朋友
  • 男性使用網絡種類較多
  • 女性喜愛公式帳號的特殊活動
  • 25∼29歲以電子商務為中心
  • 男性社群/媒體網絡購買流失率較高
  • 目標廣告、互動廣告對男性效果較高

第12章 消費者分析-收入、教育水準與工作

  • 主要重點
  • 使用社群/媒體網絡的多為高收入層
  • 參加線上討論的較多為高收入層
  • 高收入層樂意參加品牌的官方帳號社群
  • 同時較常購買與閱讀投稿
  • 高收入消費者喜愛客制化廣告

第13章 消費者分析-都市層

  • 主要重點
  • 低層消費者喜愛的QQ空間、百度貼吧、人人
  • 低層都市消費者更受娛樂嗜好驅使
  • 第1層都市消費者更受網絡的特殊優惠吸引

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

"There are an increasing number of specialised social and media networks , which differentiate themselves from the leading networks by focusing on a specific group or fulfilling specific user needs. Compared to fully-featured social and media networks that serve the mass audience, these niche platforms offer brands good marketing opportunities due to their targeted audiences and specialised features."

- Ivy Jiang , Research Analyst

This report answers the following key questions:

  • How can specialised social and media networks compete?
  • How can brands embrace specialised social and media networks to talk to their target audience?
  • Will social commerce be a trend?
  • How important is customer service on social and media networks?

Chinese consumers are shown to have an open attitudes and active behaviour towards social and media networks. They are more accepting of targeted advertisements (based on their purchasing/ browsing history) than UK consumers, and they are more likely to make a purchase on social and media networks than US consumers.

It is a good sign for brands to market to Chinese consumers by utilising their receptive attitude and behaviour on networks. Mintel also finds that brands marketing on social media networks are less developed compared to western countries.

For instance, marketing on Vine or Instagram via micro-video has become one of the vital marketing strategies for brands in the western world, while the Chinese equivalent site, Meipai, has attracted few brands to market themselves on it. This indicates that brands in China need to start to utilise specialised networks for their marketing strategy .

Table of Contents

1. Introduction

  • Definition
  • Social networks
  • Media networks
  • Demographic groups
  • Methodology
  • Abbreviations

2. Executive Summary

  • Market trends
    • Figure 1: The usage of internet access devices in China, 2013-14
  • IM-type social networking becomes a trend
    • Figure 2: Penetration of IM-type and microblogging platforms in China, 2013-14
  • The emergence of specialised social and media networks
  • Media networks use self-produced content to differentiate
  • The popularity of "bullet comments" on media networks
  • Micro video becomes a common feature
  • The consumer
  • WeChat leads China's social media networks
    • Figure 3: Frequency of using leading social and media networks, February 2014 and March 2015
  • Meipai emerges to be a dark horse
    • Figure 4: Usage of emerging social and media networks, March 2015
  • Online shopping becomes an integrated part of social and media networks
    • Figure 5: Reasons for using social and media networks, March 2015
  • Consumers are willing to interact with official accounts
    • Figure 6: Consumer interaction with and attitudes towards official accounts, March 2015
  • Chinese consumers are more likely to make a purchase via social/media networks
    • Figure 7: Purchase-related behaviour on social and media networks, March 2015
  • Creative and entertaining advertising is attractive to consumers
    • Figure 8: Attitudes towards advertisements on social and media networks, March 2015
  • Key issues
  • How can specialised social and media networks compete?
  • How can brands embrace specialised social and media networks to talk to their target audience?
  • Will social commerce be a trend?
  • How important is customer service on social and media networks?
  • What we think

3. Issues and Insights

  • How can specialised social and media networks compete?
  • The facts
  • The implications
  • How can brands embrace specialised social and media networks to talk to their target audience?
  • The facts
  • The implications
  • Will social commerce be a trend?
  • The facts
  • The implications
  • How important is customer service on social and media networks?
  • The facts
  • The implications

4. Trend Application

  • Utilising reviews as brand advertisements
  • Promoting customised services and products to guide consumers
  • Make special offers more fun and less cheap

5. Market Trends

  • Key points
  • China has almost 650 million netizens by 2014
    • Figure 9: The number of netizens and internet penetration in China, 2010-14
  • 4G network boosts mobile social and media networking
  • Over four fifths of internet users connect to the internet via mobile phones
    • Figure 10: Usage of internet access devices in China, 2013-14
  • IM-type social networking drives the market
    • Figure 11: Penetration of IM-type and microblogging platforms in China, 2013-14
    • Figure 12: Monthly active users of leading social networks, as at 31 December of each year, 2013-14
  • A number of niche social and media networks are emerging
  • Media networks differentiate by exclusive TV programmes
  • Mock the show with "bullet comments"
  • Micro-video sharing becomes more common

6. Who's Innovating?

  • Key points
  • Media networks become the new channel for live concerts
  • More opportunities for location-based marketing with Weibo Sports
  • Traditional TV stations embrace the internet to develop their own media networks

7. Companies and Products

  • Social networks
  • QQ
  • Latest developments
  • Qzone
  • Latest development
  • WeChat
  • Latest development
  • Sina Weibo
  • Latest development
  • LinkedIn
  • Latest development
  • Emerging social networks
  • Media networks
  • Youku Tudou Inc.
  • Latest developments
  • Douban
  • Latest developments
  • Baidu Tieba
  • Latest development
  • Zhihu
  • Latest developments
  • Emerging media networks

8. The Consumer - User Profile of Social and Media Networks

  • Methodology and how to read the charts
  • Leading social and media networks
    • Figure 13: User profile of leading social and media networks, by gender and age, March 2015
    • Figure 14: User profile of leading social and media networks, by monthly personal income and city tier, March 2015

Figure 15: User profile of leading social and media networks, by education level and type of organisation, March 2015 QQ Qzone WeChat Sina Weibo LinkedIn Momo Renren Jiayuan Youku Douban Baidu Tieba Zhihu Emerging social and media networks Figure 16: User profile of emerging social and media networks, by gender and age, March 2015 Figure 17: User profile of emerging social and media networks, by monthly personal income and city tier, March 2015

Figure 18: User profile of emerging social and media networks, by education level and type of organisation, March 2015 Laiwang Yixin Meipai Weishi YY Papa Changba Guokr Bilibili Shise Duitang Same

9. The Consumer - Usage of Social and Media Networks

  • Key points
  • Usage trends in leading social and media networks
    • Figure 19: Frequency of using leading social and media networks, February 2014 and March 2015
  • Mobile apps drive popularity
    • Figure 20: Frequency of using leading social networks (continued), March 2015
  • Signs to suggest consumers are focusing on fewer sites
    • Figure 21: Numbers of social and media networks being used, March 2015
  • Multiple platform users fulfil various needs through social and media networks
    • Figure 22: Reasons for using social and media networks, by the number of leading social and media networks being used, March 2015
  • Chinese consumers are quite open to new social and media networks
    • Figure 23: Penetration of emerging social and media networks, March 2015

10. The Consumer - Overview of Behaviours on and Attitudes towards Social and Media Networks

  • Key points
  • Online shopping has become an essential function for social and media networks
    • Figure 24: Reasons for using social and media networks, March 2015
  • Half of consumers are willing to recommend their favourite official account to others
    • Figure 25: Consumer usage habits on brands' official accounts, March 2015
  • ...but personal information is still the top concern
    • Figure 26: Consumers' concern over official accounts, March 2015
  • Social/media networks have become an essential online information resource
    • Figure 27: Purchase-related behaviour on social and media networks, March 2015
  • Creative and relevant advertisements don't turn off consumers
    • Figure 28: Attitudes towards advertisements on social and media networks, by content related issues, March 2015
  • Brands need to be more cautious on promoting interactive advertisements
    • Figure 29: Attitudes towards advertisements on social and media networks, by format related issues, March 2015

11. The Consumer - Gender and Age

  • Key points
  • Men are more interested in meeting new friends on social and media networks
    • Figure 30: Selected reasons for using social and media networks, by gender and age, March 2015
  • Men use more types of networks
    • Figure 31: Numbers of social and media networks being used, by gender and age, March 2015
  • Females prefer to get special offers via official accounts
  • Embrace 25-29 year-olds in social commerce
    • Figure 32: Purchase-related behaviour have been done on social and media networks, by age, March 2015
  • Men have a higher churn rate after making a purchase on social and media networks
    • Figure 33: Consumer behaviour on "making a purchase by clicking an ad social and media networks", by gender, March 2015
  • Targeted and interactive advertisements are more appealing to men
    • Figure 34: Selected attitudes towards advertisements on social and media networks, by gender and age, March 2015

12. The Consumer - Income, Education Level and Working Organisation

  • Key points
  • High earners use more social and media networks
    • Figure 35: Numbers of social and media networks being used, by monthly personal income, March 2015
    • Figure 36: Selected usage of leading social and media networks, by monthly personal income, March 2015
    • Figure 37: Selected usage of emerging social and media networks, by monthly personal income, March 2015
  • High earners participate more in online discussion
    • Figure 38: Selected reasons for using social and media networks, by monthly personal income, March 2015
    • Figure 39: Selected reasons for using social and media networks, by education level and working organisation, March 2015
  • High earners see brands' official accounts on social media in a more positive way...
    • Figure 40: Selected consumer usage habits on official accounts, by monthly personal income, March 2015
  • ...and they are also making more purchases and posting reviews
    • Figure 41: Purchase-related behaviour done on social and media networks, by monthly personal income, March 2015
  • Consumers with high income prefer customised advertising
    • Figure 42: Selected attitudes towards advertisements on social and media networks, March 2015

13. The Consumer - City Tiers

  • Key points
  • Qzone, Baidu Tieba and Renren are popular among lower tier consumers
    • Figure 43: Selected usage of leading social and media networks, by city tier, March 2015
  • Consumers from lower tier cities are more entertainment driven
    • Figure 44: Selected usage of emerging social and media networks, by city tier, March 2015
  • Offering special offers on networks appeal more to consumers in tier one cities
    • Figure 45: Selected purchase-related behaviour have been done on social and media networks, by city tier, March 2015
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