China Marketing Weekly: Couch Potatoes In China Are Now A Few Yuan Away From Becoming Online Fitness Stars
Do you know what happens when you compare Xi Jinping to Winnie the Pooh on TV? Or what irritates Chinese netizens most while watching World Cup? Scroll down to find out!
We also talk about the development of Chinese platforms that you can use for your China marketing, and how recent WeChat updates affect your work.
Don’t miss the story on the latest must-have gadget that will boost your social media popularity. My inner couch potato just got excited ;-)
HBO’s website gets blocked in China, following last week’s show mocking Xi Jinping. John Oliver managed to mention (and make fun of) most of the topics that are considered “sensitive” in China: Xinjiang, Xi Jinping, the house arrest of Liuxia… The comedian’s name itself was first blocked on Weibo, and now the HBO’s website can no longer be accessed in China. - Read more (English)
It’s hard to believe no one expected an outcome like this. A massive research must have been done to prepare a show like this one, no way they missed the story on how Mercedes got blocked after quoting Dalai Lama earlier this year.
Found on Social Media
Chinese netizens complain about “brainwashing commercials” played during the World Cup games. The 15-second ads use noisy (and annoying) jingles and repetitive phrases (“Do you know it? Are you sure you know? Do you really know it?”), and at the same time push brand’s name onto the audience. It’s a common practice in China, where platforms like Youku often broadcast the same ads in a 1 or 2-minute loop. Netizens said the ads are neither smart nor entertaining. Watch the videos acclaimed the most annoying commercials lately: The Boss App, Mafengwo and Zhihu. - Read more (Chinese)
Netizens outraged by the standards gap between dorms for Chinese and foreign students. A video showing the differences went viral on Weibo, with many netizens mentioning Chinese universities want to look “global”, labelling domestic students as “second-class citizens”. - Read more (English)
WeChat updated its subscription accounts. It will impact users’ reading behaviour, leverage mini-programs and change news layout. Learn what it means for you - read more in English.
Zhihu launches a “video zone” within the app. As the video format has become one of the best ways to communicate with Chinese consumers, most of the platforms in China allow their users to add short videos. It’s a good way for brands to create more engaging content to interact with their clients. Zhihu, who has had some trouble with China’s watchdog, announced they’d use an engine (partially based on AI) to monitor content published on the platform. - Read more (Chinese)
Chinese apps grow into “super-platforms” with many mini-apps built-in. WeChat, Alipay, Didi and Meituan are now the biggest players creating one-fit-all apps combining many different services, like shopping, bike renting, food delivery etc. Learn how Meituan became a giant in less than 3 years here.
China’s latest trend: boosting step count for 9 USD. A tiny gadget that moves your phone while you’re actually not moving become one of the most searched items on Taobao. Anything to shine bright on WeChat Moments, right? - Read more (English)
Total number of China Mobile users reached 900 million in May 2019, with over 600 million 4G users. - Read more (Chinese)
The numbers just confirm what most of you already know - in China, even more than in the West, marketing efforts must be focused on smartphone-based consumers. That’s why China marketing relies strongly on social media, like well-established WeChat and Weibo, and relatively new platforms like Douyin or Zhihu. - Read more (English)