What do Chinese social media do?

In the middle of the 2000, car brands, such as Volkswagen and Honda, began to use China's online forum to tell their brands, and China's social-media world was full of the stench of copper. Because the regulations are not clear, government regulation is very strict, and Chinese Internet enthusiasts seem to be more inclined to play online games than to focus on brand and product information.

5 years later, social media became the brand's core booth for sending information to their clients and building a community of supporters. This is because the Internet has begun to open up in China, but also because Chinese netizens have become more mature, sensitive and more inclined to consume.

Chinese netizens: many, and actively

Chinese Internet users have reached 404 million in the near term, according to--cinic, the official agency of China's Internet use, receptacle information Center. With growth of 5.2% per cent since 2009, China's Internet population has ranked first in the world, surpassing the entire Middle East.

But what is more noteworthy is the extent to which Chinese Internet users are active in social media. The latest China Social receptacle reports show that about 54.7% of Chinese netizens now own blogs or blogs, and 47.3% have one or more social network services SNS. More than 25% of users write 10 or more of their content every day on forums, blogs or SNS, and 92.3% of netizens browse social media pages at least 3 times a week, and 27.1% have 5 or more social networking pages.

Social media has gradually become an important part of Chinese life, as social media have brought them into social circles and acquired information that is difficult to obtain for language reasons, government control and other constraints.

Complex relationships, boring media

First, the vast Chinese territory has led to the limitations of maintaining long-distance relationships, connecting with old friends and meeting new friends outside the work circle. Since the social media, netizens have been able to connect their lives in tandem, without having to boil a night train or make expensive long-distance calls. So in the second half of 2008, according to MTV, China is the only country in the world with more online friends than offline friends.

Second, because traditional media information is controlled by a handful of people, social media has become an invaluable way for Chinese to connect to the "world outside the story" and to get information that is not available anywhere else. (only the author's point of view.) )

This is a real political discussion and a real social problem, but it is also true for the brand. When many foreign products are always inaccessible to the first-tier cities, with few official messages, or only a foreign language, social networking has become a special forum for Chinese consumers to find brands and product messages and to share their shopping experience.

Believe in "Experienced strangers"

According to TNS's Digital Life report, China has the world's largest number of Internet users seeking brand information on social networks. And the 2010 Global Internet Index shows that the Internet is a trusted source of information, and the degree to which netizens trust others in comments and understandings in the Internet is three times times the level of trust they hear in pubs.

adjourned)

This article is compiled from Thomas Crampton. Click here to view the original.