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#ALL RIGHTS RESERVED  China Consumer Sophistication  Social Media 6 trends
Prepared by Edelman Digital  # CONFIDENTIAL  #ALL RIGHTS RESERVED  RISRING DRAGON  <ul><li>Understand Riseof Social Media ...
THE ONLINE WORLD OF CHINA  485 M   NETIZENS   318M  MOBILE NETIZENS 250M+ SOCIAL MEDIA USERS Source: China Internet the 28...
THE ONLINE WORLD OF CHINA: CHINA POPULATION OF NETIZENS  Source: China Internet the 28th Survey Report, CNNIC, July 2011
THE ONLINE WORLD OF CHINA: CHINA POPULATION OF MOBILE NETIZENS  Source: China Internet the 28th Survey Report, CNNIC, July...
CHINESE NETIZEN SOCIAL GRAPH  Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June ...
CHINESE NETIZEN SOCIAL GRAPH: CAREER BREAKDOWN Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, ...
CHINESE NETIZEN SOCIAL GRAPH: MONTHLY INCOME BREAKDOWN  Source: Global Trends in Online Shopping A Nielsen Global Consumer...
CHINESE NETIZEN ONLINE BEHAVIORS: GENERAL Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NI...
CHINESE NETIZEN ONLINE BEHAVIORS: ONLINE SHOPPING AND E-COMMERCE Source: Global Trends in Online Shopping A Nielsen Global...
HOW BIG IS SOCIAL MEDIA IN CHINA
SOCIAL MEDIA LANDSCAPE TRUST   FREQUENCY  Sina Weibo Renren BBS  Taobao KAIXIN001 LBS Jiepang Douban LinkedIn 0 Trust  mea...
CHINESE NETIZEN ONLINE BEHAVIORS : ONLINE SHOPPING  Source: Global Trends in Online Shopping A Nielsen Global Consumer Rep...
Prepared by Edelman Digital  # CONFIDENTIAL  #ALL RIGHTS RESERVED  CRUNCHING TIGER <ul><li>Understand  Consumer Sophistica...
CHINESE CONSUMER PROFLE These eight archetypes can be grouped into three spending tiers
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Actively Involved and Highly Engaged 1
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Engaging with online communities  Engaging with trusted brands
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Listen first  </li></ul><ul><li>La...
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Independent but Information is Key to Influence 2
CHINA CONSUMER SOPHISTICATION  November 10, 2010
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Use multi-points story telling str...
CHINA CONSUMER SOPHISTICATION  Share Experience and Take Actions  3
CHINA CONSUMER SOPHISTICATION  Chinese consumers want their social networks to know about their brand experiences online. ...
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Initiate social media campaigns to...
CHINA CONSUMER SOPHISTICATION  While Online Entertainment Widely Embraced, Demand Valued-Added Content Rise 4
CHINA CONSUMER SOPHISTICATION
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Involve all the business units/dep...
CHINA CONSUMER SOPHISTICATION  Purchase or not: they need real-time engagement; they want your response and want it now 5
CHINA CONSUMER SOPHISTICATION
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Real-time motnirong  </li></ul><ul...
CHINA CONSUMER SOPHISTICATION  Experience offline and place the order on line 6
CHINA CONSUMER SOPHISTICATION
CHINA CONSUMER SOPHISTICATION  November 10, 2010 Recommended Actions by Brands  <ul><li>Establish presence in B2C shopping...
Contact information Direct talk  Vincent Lee Edelman Digital  Vincent.lee@edelman.com  Sina Weibo: @liblog
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CHINA CONSUMER SOPHISTICATION November 10, 6 trends of China social media and consumer insights

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CHINA CONSUMER SOPHISTICATION November 10, 2010 Recommended Actions by Brands Initiate social media campaigns to facilitate story telling and experience sharing by Chinese consumers For foreign brands, while presenting the culture and quality traits as a international brands, deliver In China, For China message Develop a healthy community with core fans to defend your brands Establish social media crisis mitigation and management strategy and system

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