Mobile - A path to win in china - For Download

SucceSS StrategieS in engaging chineSe conSumerS through mobile communicationS and ServiceS

引领中国消费者移动营销之战略书

Mobile A pAth toWin in ChinA

移动营销赢在中国

之路

MOBILE :: A Path to win in China Copyright © 2012 BrandEmotivity # 2

China is the fastest growth market in almost every sector and, as elsewhere, digital competences will split the field between winners and losers.

There is one characteristic however that sets China apart: Digital in China is “mobile first”, having mostly leapfrogged the wired desktop stage.

To Win in China brands will have to master mobile, and the intrinsic differences to the west.

The purpose of this document is to provide brands and advertising agencies with a simplified guide to understanding and building successful approaches to the Chinese market.

The first chapter, ‘Mobile Devices in China’, explores the immense growth in consumer adoption of smartphones and tablets, and how this is changing consumer behaviour.

The second chapter, ‘All The Same All Different’, explores how the Chinese landscape in terms of mobile commerce, search and social platforms in particular, is largely different from that in European and American countries.

The third chapter, ‘A Perspective on China – 5 Success Cases’, is a collection of case studies from the Chinese market. This section shows how brands have successfully incorporated mobile into their marketing communication efforts to reach Chinese consumers.

The fourth and last chapter, ‘Simplified Framework’, includes a framework to help brands develop their mobile strategy and engage with Chinese consumers through smart, mobile devices.

Beyond this guide, please feel free to contact us with any questions, comments or additional insight on the email addresses shown on the next page.

众所周知，中国是个几乎各个领域都发展最快的市场，如西方市场一样，其数字化竞争局势，争锋激烈，输赢有分。

然而，中国市场有个独具特色使其与众不同，即数字化先是从移动开始的，这令这个国家一举从联线电脑时代大幅跃进。

要在中国市场占领先机，就不得不精通移动市场及其内在不同于西方市场的中国规则。

此报告致力于为品牌商家和广告公司了解并赢取中国市场提供一个简明的战略指引。

第一章“中国的移动终端现状”，阐述了智能手机和平板电脑在中国消费者理念中与日俱增地认可和渗透趋势，并探讨这些智能终端如何影响消费者行为。

第二章“存异与求同－中国特色移动营销版图”探讨在移动商务，搜索引擎和社交网络等平台，中国市场与西方市场的诸多大不同。

第三章“五大移动营销成功案例”通过介绍5个中国市场的移动营销案例，阐述品牌商家是如何展开其移动市场营销战和怎样争取中国消费者参与互动。

最后一章，“统领全局”，为品牌商家总体概述了赢取中国市场，成功引领中国消费者的移动沟通策略和市场战略格局。

我们致力于此战略报告的全面完善，并欢迎任何独到见解，评论及疑问。

introduction 前言


the brandeMotivity team that collaborated on thiS paper/

nuno SantoSGloBAl PArTnEr全球数字战略家brandeMotivity

[email protected]

mark brillPArTnEr UK

合伙人－英国brandeMotivity

[email protected]

changchang liuConSUlTAnT UK

品牌顾问－英国brandeMotivity

[email protected]

chriStian linneStadMoBIlE ConSUlTAnT-UK

移动顾问 – 英国brandeMotivity

[email protected]

团队介绍

chapter 1 mobile deviceS in china

第一章中国的移动终端现状



Data from China’s three telecommunications operators in May 2012 shows that there are now approximately 1 billion mobile phone subscribers in the country. A report from analysis company Wireless Intelligence, estimates that there are 100 million smartphone users in China, a smartphone penetration of 10%. For the first time ever, China leads in new smart device adoption, which includes ioS and Android smartphones and tablets. As a result, the country is the largest mobile market coupled with the largest mobile

ownership. There is a continued trend of consumers who want to browse the Internet on mobile, consume content or engage through apps and services. Whilst smartphones are becoming more powerful devices, helped by brands such as Apple or Samsung, the availability of such handsets at a lower price point has contributed to this uptake.

中国三大电信运营公司2012年5月的数据显示，目前中国有大约10亿的手机订阅用户。一项来自美国市场调查公司无线智能的报告预估有中国有1亿智能手机用户，占总体手机持有率的10％。这表明，中国消费者已经认可并首次引领智能终端新趋势（iOS，安卓智能手机和电脑），且已成为世界最大的移动营销市场。消费者

用手机上网，消费内容，应用各种app和相关服务的需求与日俱增。智能手机也逐渐发展得更为先进精巧，这个趋势很大程度上归功于苹果和三星的销售强势手机。而在中国，智能手机大幅度相对低廉的价格，也为这个趋势带来惊人的效应。



SMartphoneS 智能手机

桌面电脑

智能手机 Smartphone vs PC Sales (Data Center of China Internet, 2011)

智能手机和桌面电脑销售趋势 (互联网数据中心, 2011)


The graph on the previous page shows how smartphone sales in China are booming and will eclipse PC sales in the next few years. 2011 marks a significant milestone, as it was the first year when smartphone sales exceeded those of PC. It is estimated that 304 million smartphones will be shipped in China in 2015, and it is evident that consumers

in China are increasingly preferring mobile as their primary device. Brands who wish to engage with Chinese consumers should realize that mobile is a key platform through which to reach this market.

上图显示，目前，中国的智能手机销售趋势迅猛增长，并将在几年后远远超越桌面电脑市场。2011年，智能手机的市场销售情况首次超过桌面电脑，这标志着一个划时代的开始。据估计，到2015年，中国将发货3.04

亿智能手机，显然，中国消费者将更偏好手机作为他们的主要日常工具。想引领中国消费者的品牌商家必须意识到移动市场在中国大市场环境中已达到了一个举足轻重的地位。

桌面电脑

智能手机 no. of Internet Users (Data Center of China Internet, 2011)

互联网用户数据 (互联网数据中心, 2011)






With smartphone sales in China exceeding those of PCs, more and more users are choosing to access the Internet through their phone. The graph on the previous page shows the growth of mobile compared to PC for users accessing the Internet. It is evident that mobile is growing quickly and becoming the preferred method to connect online. Mobile users will surpass those on desktop by 2013, and by 2015, an estimated 920 million Chinese people will connect to the world through their mobile devices.

China Mobile SMS revenue growth YoY (China Mobile ltd.) 中国移动短信收益逐年趋势（中国移动）

Source: China Mobile Ltd ZHANGYE/cHiNA dAilY

智能手机热销超过桌面电脑促使中国消费者选择用手机上网的趋势也在持续上升。上图显示用户通过手机和电脑两种途径上网的增长趋势。由图可见，手机上网增长趋势显著，明年（2013年）就将超过桌面电脑成为更受中国消费者青睐的上网媒介。到2015年，中国用户通过手机上网预计将达到9.2亿。

With the increased smartphone penetration in China, along with improved 3G/4G networks, operators such as China Mobile are experiencing a drop in demand for short message services and an increased take-up in IP-based communications. The above graph from China Mobile shows a rapid reduction in their annual SMS revenue growth. The widespread use of instant messaging, social messaging and microblogs are changing consumer

behavior. These channels are expected to dominate the market in the coming years.

According to figures from China Mobile in September 2012, their short message services fell to 46.5b yuan in 2011, from a 53.6b peak in 2009.

随着智能手机在中国市场的渗透式增长，3G／4G网络的持续式发展，中国的移动网络正见证着短信需求服务的下滑。大规模及时通讯应用和社交网络／微博的普及正在改变着消费者行为，可以预见的是，此趋势将在未来的几年内称霸市场。

根据中国移动2012年9月份数据报告，中国移动的短信服务收益已从2009年的536亿元跌到去年（2011年）的465亿元。

0%

2005 2006 2007 2008 2009

10%

30%

20%

40%

50%

60%

SMS REVENUE GROWTH (Y-O-Y)

2010 2011

50,6%

30.5% 30.2%

20.1%

6.3%

1.8%-11.6%




“Wireless data traffic, applications and information services could be the most important parts of China Mobile’s data services business in the future” said Shen Hongqun, deputy manager of China Mobile data business department to Chinadaily.com.

Communication through web-based applications is cheaper or even free for consumers. Furthermore the functionality of these new, innovative communication apps, brings a rich media experience which SMS cannot deliver.

With this rapid adoption of smartphones in China, they will become the primary interface between brands and consumers; a move away from desktop computers. At the same time, this adoption is also changing consumer behaviour. At the most fundamental level, mobile users do the same activities as online desktop; they consume content, they look at ads, they shop, they listen to music and they access social networks. However, as mobile is the first online experience for many, it is changing the way the Chinese are connecting with the world and with each other. Significantly, it is also changing how they experience and engage with brands. There are major implications for online shopping, for example, with the continued growth in mobile commerce.

tabletSAlong side the significant rate of smartphone adoption, China as also experienced a rapid uptake of tablet devices. By the third quarter of 2011 mobile PC sales, including those of tablets, overtook desktop PC sales (nPD DisplaySearch Quarterly China PC report, 2012). A May 2012 report from Morgan Stanley found that 41% of Chinese consumers are interested in purchasing a tablet within the next year, compared to just 11% for the U.S., and 21% worldwide. We have already seen worldwide tablet uptake happening faster than smartphone adoption. However, with China is set to become the largest consumer market globally, demand for tablets will be considerably greater than other countries. As more and more Chinese homes become connected, their preference is to purchase tablet devices. Although largely driven by cost and ease of use, tablet sales are also influenced by aspirational perceptions of such devices, especially in sales of the iPad.

中国移动数据业务副经理沈红群表示，“无线数据传输，应用和信息服务未来将成为中国移动最重要的数据业务。”

基于网络平台的应用沟通对于消费者来说更为经济实惠；在许多应用上都是免费的。此外，和创意革新的移动应用相比，短信在富媒体分享（比如图片或视频）时，也相形见绌。

智能手机将变成品牌和消费者线上沟通的主要界面，也正在改变着消费者行为。在智能手机逐步抢占市场份额的同时，功能手机销量也在逐步下降。人们用手机几乎能实现所有上网能做的事情，比如消费内容，购物，广告，听音乐和联络自己的社交网络。这改变了中国人彼此沟通和连接世界的方式，还改变了他们体验和与品牌互动的方式。伴随着中国消费者对智能手机的逐步认可，移动商务的持续迅猛发展也将对网上购物起到重要影响。而这种消费者行为的改变正意味着智能手机将成为品牌和消费者沟通的主要界面。

平板电脑

伴随着智能手机的显著增长，中国市场同时也掀起了一场类似的平板电脑热潮。到2011年第三季度，平板电脑销量就已赶超了桌面电脑（2012年NPD Display-Search 季度中国PC报告）。摩根斯坦利在一份2012年5月的报告中指出，41％的中国消费者有兴趣在下一年购买平板电脑，相比之下，美国只有11％，而世界范围内也只有21％。我们已然看到平板电脑的兴起比智能手机的发展速度更快。而且，随着中国被打造为全球最大的消费者市场，其对平板电脑的需求将大大超过其他国家。由于越来越多中国家庭的与时俱进，他们更倾向选择平板电脑，其价格合理，使用轻松，并且是符合他们预期理想的一类终端产品，尤其是iPad。




It is also important to recognize that tablet engagement is different to smartphones. Whilst there is no data specifically for China, trends in other countries show the potential of brand propositions on tablets. Firstly, tablet devices are typically shared. For example, the UK has nearly 7% iPad ownership based on Comscore data, but that represents 20% of households. An Adobe research report in late 2011 found that when it comes to online purchases, tablets perform well. Their study, over the 2011 US holiday period reported that tablet users spend 54% longer on sites than mobile users, and purchase over 20% more than desktop visitors. From a brand perspective, tablets bring both an immediacy and portability of a mobile device, but a richer content experience than that of their smaller cousins. Where owned, users are increasingly reaching for their tablet before any other device. In an IAB study in December 2011, nearly half of respondents said they used their tablet because it was ‘the easiest to pick up’ and 37% said that it offered the easiest user interface. It is clear that tablets are an important platform for brands in China. They can provide a deep, rich engagement to the right target audience.

concluSionThe figures show that China is a market which cannot be ignored. Both mobile and tablet sales have surpassed those of the PC, and China now represents the World’s largest market for these products. Such devices have become the preferred method of connecting to the Internet, which brings major implications for brands. The mobile platform provides an engaging and interactive channel to connect with Chinese consumers. At the heart of this is the growing adoption of mobile and tablet commerce.

值得注意的是平板电脑与智能手机的差异化。虽然目前还没有针对中国的数据分析，但其他国家的趋势显示了品牌扩张在平板电脑领域的潜力。首先，平板电脑具有共享性。例如，根据Com-score公司提供的数据，英国的iPad占有率低于7％，但这却意味着20％的家庭。一项Adobe研究报告显示，在2011年末的网上购物情况中，平板电脑的使用趋势也表现不俗。数据显示，2011年在美国假期期间，平板电脑用户比手机用户的使用时间超过54％，比桌面电脑用户网上购物成交量超过20％。从一个品牌角度，平板电脑拥有和手机一样的及时性和便携性，但却有比桌面机更为丰富的用户体验。一旦有应用需求，用户将优先使用他们的平板电脑，而非其它。英国互联网广告协会(IAB) 2011年12月报告显示，有近一半的受访者表示他们使用平板电脑的原因是“便携”，还有37％的人表示，平板电脑拥有最轻松简洁的用户界面。显然可见平板电脑对深入中国市场的重要性。它能为品牌能联动中国的目标消费人群搭建一个深度，丰厚的媒介平台。

结论智能手机和平板电脑的销量都已超过桌面电脑，中国已经变成世界最大的移动市场。智能手机和平板电脑被认定为最常见的上网方式，这其实是对品牌发展的一个重要提示。移动平台提供了一个与中国消费者参与互动的渠道，核心其实是一个逐步适应智能手机和平板电脑平台的商业局势。



chapter 2 all the Same all different

第二章存异与求同－中国特色移动营销版图



chapter 2 all the Same all different

第二章存异与求同－中国特色移动营销版图

The online experience is different in China, and so too is the landscape of social networks, microblogs, professional social networks, photo and video sharing sites. The largest social media channels elsewhere, are blocked in China. This has lead to a plethora of different Chinese networking sites, many of which have emerged in the last three or four years. The result is a complex and congested social media landscape. Although many networks

were established as clones of their western counterparts, they are becoming innovative, highly developed services in their own right. Many of these are introducing features not seen in Facebook, Pinterest or Twitter. However, the expansion of these networks has not been global and the activity has been restricted to China.

中国有卓然不同的互联网业态和局势，如社交网络，微型博客，职业社交网站，图片和视频分享网站。西方几大网站在中国都被封锁，这导致在过去3至4年间，中国互联网涌现出大批各色网站，结果造就了一个复杂拥挤的社交网络局势。即使许多网络是所谓的“山寨”，它们事实上发展出拥有自我特色，日趋创新，

服务成熟的网络环境。一些网站的特色在Facebook, Pinterest, twitter也未曾见到。然而，这些中国互联网络却始终局限在中国领域活跃。


Because China still has a long way to go with Internet penetration, there are still plenty of opportunities for growth in social networks. According to McKinsey’s ‘China’s Social Media Boom’ report, Internet penetration in December 2011 was 38% (which included those accessing the Internet from both PC’s and mobile phones). This is in stark contrast to the US, where internet usage is at a high level (78% according to McKinsey’s report) and Facebook numbers, according to a reuters report, is falling. It is estimated that the number of mobile Internet users in China could reach more than 900 million by 2015. Currently, more than 500 million Chinese citizens are online (CnnIC, november 2011). other key drivers of the growth in social media in China stem from an underlying mistrust of government-controlled media, along with the separation of families due to migration from rural to urban areas.

Strict cenSorShipThere is an important difference between Chinese channels and those elsewhere due to strict government censorship. Users of Twitter’s Chinese counterpart Sina Weibo for example, have to abide by regulations aimed at preventing online rumours and controversial posts. The government puts pressure on social networks to

police their users, and a points system was introduced in 2011 to manage user misconduct and punish abusers.

The system censors a range of topics, of which a few is listed below:

opposes the basic principles established by the constitution

Harms the unity, sovereignty, or territorial integrity of the nation

reveals national secrets, endangers national security, or threatens the honour or interests of the nation

Incites ethnic hatred or ethnic discrimination, undermines ethnic unity, or harms ethnic traditions and customs

Promotes evil teachings and superstitions

Spreads rumours, disrupts social order, and destroys societal stability

Promotes illicit activity, gambling, violence, or calls for the committing of crimes

Calls for disruption of social order through illegal gatherings, formation of organizations, protests, demonstrations, mass gatherings and assemblies

Has other content, which is forbidden by laws, administrative regulations and national regulations.

介于中国在互联网普及率上还有一段漫长的道路，这也意味着社交网络的兴盛还有很大发展空间。根据麦肯锡公司报告“中国社交媒体繁荣”，2011年12月，互联网普及率是38％（此为通过桌面机和手机上网的数据)。与此同时，根据路透社报道，Facebook在美国本土市场却面临用户量缩水的局势。美国本土市场的互联网高普及率（根据麦肯锡报告，美国互联网普及率为78％）让Facebook几乎达到了饱和点。据估测在2015年，中国的手机互联网用户将超过9亿。目前中国现有超过5亿的网民(中国互联网络信息中心，2011年11月)。其它拉动中国社交群网络增长的关键动力包括，政府高度控制的一个潜在不受信的传统媒体环境，及背井离乡从偏远地区到城镇的移民潮。

严格的审查制度一个相当重要的特殊性是中国政府严格控制的互联网审查制度。以中国版本的Twitter －新浪微博为例，需要遵守一些特定条例，以打击防范一些网络传言和敏感有争议的言论。政府对社交网站施加压力，要求各个网站审查其用户言论。最近，在新浪微博引

用的一个评分监控系统，目的就是让用户自我管理互相汇报那些在网上撒播敏感传闻，屡教不改的人。

审查制度主要针对一些敏感有争议的话题，比如，

反对宪法确定的基本原则的；危害国家统一、主权和领土完

整的；泄露国家秘密、危害国家安全

或者损害国家荣誉和利益的；煽动民族仇恨、民族歧视，

破坏民族团结，或者侵害民族风俗、习惯的；

宣扬邪教、迷信的；散布谣言，扰乱社会秩序，破

坏社会稳定的；宣扬淫秽、赌博、暴力或者教

唆犯罪的；煽动非法集会、结社、游行、

示威、聚众扰乱社会秩序的；有法律、行政法规和国家规定

禁止的其他内容的。

Social iS growing 智能手机




It is well established that the social media landscape in China is a different one. This has further implications for brands in terms of social media etiquette. How should brands behave on Chinese social networks?

The sheer scale of the landscape poses a challenge for brands, along with the need to meet the consumer’s expectations. It is important to learn the rules of the game in social media, and engage with key opinion leaders. This is exemplified by a case study in McKinsey’s ‘China’s Social Media Boom’ report. A popular blogger complained about a defect product from a multinational appliance maker. The company responded through micro blog Weibo, but it did not recognize the quality problem. other consumers joined

in on the online conversation and posted images and videos about their own problems with the company’s products. The brand’s equity was severely damaged.

Although it is rare for brands attack each other on social media in the West, it is different in China. According to a McKinsey article ‘Understanding social media in China’, many companies employ “artificial writers” to attack competitors with negative news. This is a key insight for brands managing social media, especially when mining for consumer insights. Companies must factor in this impact, or risk drawing the wrong conclusions from their research.

众所周知，中国的社交媒体版图，较之西方是一派全然不同的景象。更深层的含义其实是提醒品牌该如何思考去适应中国特色的社交媒体环境？

中国互联网庞杂的体系以及满足消费者预期对品牌来说是个挑战。因此掌握中国社交媒体的游戏规则并能带动意见领袖才是首要之举。这在麦肯锡公司报告‘中国社交媒体繁荣’中有所佐证。一位有影响力的博客抱怨一家跨国家电公司的产品有缺陷。此公司通过新浪微博予以回应，但并不承认是产品质量问题。其它消费者也加入此线上争论，并在网上发布他们购买这家公司产

品发现问题的照片和视频。此品牌的股票就此严重受挫。

在西方的社交网络很少能看到品牌商家的相互攻击，而在中国却屡见不鲜。根据麦肯锡报告－”理解中国社交媒体”，许多公司雇用“枪手”抨击他们竞争对手的产品或制造负面新闻。这对于品牌在运筹社交媒体平台时是个重要提醒，尤其是当他们想深入挖掘消费者心理时。品牌应将此可能性做好应对策略，否则很可能在其市场研究中误入歧途。

中国的社交媒体风格Social Media etiquette in china




In Europe and the US, social networks are struggling to figure out how brands can advertise effectively and unobtrusively to mobile consumers. Facebook have successfully implemented an advertising platform for desktop users, however they have only just started to find a way to make money from the increasing use of Facebook on mobile devices. Twitter, however, is leading Facebook in this area. An eMarketer report from September 2012 estimates that Twitter will hit $130 million in US mobile ad revenues in 2012 compared to $72 million for Facebook. Is the situation in China similar, and are the Chinese networks struggling with the same issue?

Figures show that advertising is an important driver of revenue for Chinese social networks. According to a Bloomberg article in March 2012, 42% of renren’s revenue in 2012 came from ads, and Sina Weibo earned 76% of revenue from ads in 2011.

The networks are, however, struggling to make money from mobile. Currently at renren, only 10% of revenue comes from mobile, according to a report from Wall Street Journal in September 2012. The same source reports that renren has devoted 45% of its workforce to focus on its own mobile development, showing the importance of mobile in China.

西方媒体环境中，社交网络在埋头寻找如何能让品牌在其多平台的智能移动终端用一种不侵扰消费者的姿态做广告。Facebook就成功为桌面机用户搭建了一个广告平台从而盈利，然而，他们还没有找到对正在急剧增长的手机应用用户的盈利方式。而Twitter在此问题上貌似比Face-book略胜一筹。美国调查公司eMarketer2012年9月报告预测，Twitter2012年在美国的移动营销广告收入将盈利1.3亿美金，而Facebook则为7200万美金。那么中国的局势与之相似么？中国的社交网络也在挣扎于相似的问题么？

数据表明，广告收入是社交网络的重要收入来源。美国彭博咨询公司在2012年3月报告，人人网有42％的年收入来自广告，而新浪微博在2011年则有76％的年收入来自广告。

然而，这些社交网络仍旧在寻找如何在移动终端平台上盈利。根据华尔街日报2012年9月的报道，目前人人网只有10％的年收入来自智能手机平台。此报道还称人人网调配45％的人力致力于发展其自有的移动平台，此迹象说明移动营销在中国市场平台的重要性。

社交媒体广告advertiSing in Social Media




The graphic on the right shows the social media, search and commerce landscape in Europe and America and the comparative Chinese landscape. It is evident that the Chinese landscape is a much a more complex and fragmented one, offering both opportunities and challenges for brands who wish to engage with consumers in these channels.

The chart is very much an overview, which shows the principle social media channels and theirChinese counterparts:

以下此图显示社交媒体，搜索引擎和在线商务在西方和中国的局势对比。显然，中国的网络环境更加纷繁复杂，这将为想要在移动和数字营销领域影响中国消费者的品牌，同时带来机遇和挑战。

请理解此概况不能详尽的展现全部局势，而只列出重要有影响力的社交网络和品牌。



中国市场和西方的不同之处

the diFFerence betweenchina and the weSt


Mobile is now a key channel for commerce in China. There has been a significant increase in the use of smartphones for shopping and an increasing number of companies are recognising these opportunities. research firm, iresearch estimates that the total transaction volume in China’s mobile shopping market reached £1 billion in 2011, and is projected to reach £30 billion by 2015. In March 2012 the Taobao sites reached more than 100 million unique visitors coming via Taobao apps and mobile sites. According to their own data, Taobao expects this figure to double by the end of 2013. Google’s our Mobile Planet insights on China states that 59% of smartphone users have purchased a product or service on their smartphone. 77% of these smartphone shoppers have made a purchase in the past month, and 76% make mobile purchases at least once a month.

Additionally, mobile is changing consumer behaviour, which is impacting on other commerce channels. This is evident by the fact that 97% of Chinese smartphone owners have researched

a product or service on their device, according to the same Google report. 73% of consumers actively carry out shopping research on their phone and follow this with a purchase through their desktop computer. 51% research products on their phone and then purchases it through an offline channel, such as in- store. What is unique to the Chinese market, however, is that most shoppers start their search within Taobao, as opposed to starting with a Google or Baidu search. This is due, in part, to the fact that Taobao blocks spiders from the most used Chinese search engine, Baidu.

There are, however, still barriers to shopping via mobile. The Google report found that 60% would still prefer to use a PC instead, and about a third felt it is too complicated to use their smartphone when shopping online. Another important issue is security; 5 out of 10 users do not feel secure when using their smartphone for shopping. other barriers to mobile purchase include; payment is seen as too complex, and the lack of mobile-specific payment systems.

提到电子商务，手机可以说是一个相当关键的渠道。人们愈加习惯用智能手机网上购物，而企业也愈加重视这个重要转变。市场咨询公司艾瑞网预测，2011年中国的移动购物总交易额已达10亿英镑，并预计在2015年达到300亿英镑。淘宝网就有1亿的唯一访问量来自其淘宝的Apps和手机平台，根据淘宝自己的研究数据显示，他们预计这个数字将在2013年翻倍。谷歌的“我们的移动星球报告”（Our mobile Plan-et,2012年5月）显示中国有59％的智能手机用户通过手机购物或定制服务。77％的用户有在上个月有用手机购物的行为，76％的用户至少每月一次用手机购物。

此外，手机正在改变消费者行为，同时也影响其它商务渠道。根据谷歌的报告，事实证明，97％的用户通过手机得知产品或服务信息。有73％的消费者会主动用手机提前了解产品信息然后进行线上购买。51％的消费者也会用手机了解信息，然后线下进店

购买。中国市场的特殊性在于，大多数消费者购物时是通过淘宝收集信息，而不是在谷歌或百度上开始的。这主要是由于淘宝封锁了中国最普及的百度网络搜寻端。

当然，距手机购物的完全普及还有一定距离。谷歌报告指出，60％的人还是偏好用桌面电脑进行网上购物，大约有三分之一的人感觉，用智能手机网上购物有些复杂。另一个重要的顾虑是安全问题，10个用户里就有5个用户认为用智能手机购物没有安全感。还有一些争议包括，支付系统太复杂，有些网站还没有手机版本的网上支付系统。

Mobile coMMerce 移动电子商务




M-commerce companies by market share (Company figures/iresearch)移动商务商家市场份额分配图（公司数据／艾瑞网）

M-commerce in China has not yet caught up with the biggest brands elsewhere, however it is not far behind. According to an IDG news article from May 2012, Taobao projects that by the end of 2012, the gross merchandise value (GMV) from mobile purchases will reach £5 billion because of the growing smartphone and tablet adoption. eBay

CEo John Donahoe revealed in January 2012 that eBay reached a mobile GMV of £3.1 billion in 2011, and that they expect to reach £8 billion by the end of 2012. A report from Internetretailer.com estimates that Amazon will reach £2.5 billion in mobile sales by the end of 2012.

中国的移动电子商务还没有真正与西方那些大品牌合作，但也相差不会很多。根据美国国际数据集团在2012年的报告，由于智能手机和平板电脑平台的急剧壮大，淘宝预计在2012年底，其移动营销市场的商品价值总额（GMV）将达到50亿英镑。易

趣网的CEO John Donahoe在2012年1月宣布其2011年的商品价值总额为31亿英镑，并期待2012年底将达到80亿英镑。据InternetRetailer.com预计，亚马逊在2012年底移动营销额将达到25亿英镑。

The biggest mCommerce player, by far is Taobao (owned by the Alibaba Group), which, according to official figures, has 400 million users across its two main platforms Taobao Marketplace and Tian Mao (previously Taobao Mall), and a market share of 72%. Taobao Marketplace is a C2C marketplace similar to eBay, and Tian Mao is a dedicated B2C platform designed for international brands to sell and promote their products in China.

目前，这个市场最大的商家是淘宝（阿里巴巴集团旗下），根据官方数据显示，现有4亿用户通过其主要两大网上阵营进行购物－淘宝和天猫（前淘宝商城），其占有72％的市场份额。淘宝网是C2C的模式，与eBay相似，而天猫是专为国际品牌设计的B2C模式的网上商城，为国际品牌在中国销售和宣传知名度搭建了一个平台。



0% TAOBAO 360BUY AMAZON CHINA DANGDANG OTHER

20%

40%

60%

80%


Taobao also receives traffic from social networks. Although Pinterest can be considered a social network, much like Facebook for Google+, in China, there are many clones of the picture pinning site. The most important ones are Fa Xian, Mogujie and Meilishuo. Fa Xian, in April 2012 had more than 60,000 viewers a day, according to a BBC report. However unlike Pinterest, which is simply about social engagement, the Chinese counterparts are more closely linked to e-commerce. Just as Pinterest, users can “pin” and comment on images on virtual pin boards, Fa Xian lets users shop, too. Any products pinned on the platform are available for purchase through the two Alibaba-operated websites, Taobao Marketplace and Tian Mao.

Mobile oSIn terms of mobile operating systems, Android dominates the Chinese sector with a market share of 59% in Q1 2012 and shipping 90 million units (IDC Global smartphone market share report 2012). The success of this oS can be largely attributed to the choice of manufacturers, which include Samsung, Motorola and HTC. Additionally, domestic manufacturers such as Huawei and ZTE also offer their products with Android operating systems. They have recently increased their retail volume by delivering highly functional devices at competitive retail prices. According to trade sources, local players are more popular amongst those price-sensitive mass and lower-end consumers. The Android operating system is expected to continue to gain ground, as most consumers have already shown great interest in the operating system. Apple’s ioS system has a market share of 23% in Q1 2012, shipping 35 million units (IDC). ioS will also see strong growth due to the on-going popularity of both old and new generations of the device, and enhanced by its reputation as an aspirational brand.

淘宝同时还与社交网站合作。比如，Pinterest被视为和Face-book, Google+性质一样的社交网站，但在中国，却有一堆Pinterest的山寨网站。其中最大的几个是“一淘发现”，“蘑菇街(晒货)”，“美丽说”，根据英国BBC文章报道，其中一淘发现（淘宝网的分线平台）拥有一天6万次的访问量。如果说Pinterest在西方网络环境只是一个社交网站，那么其中国的“同行们”却跟电子商务结合的更加紧密。如同Pinterest，用户可以“截”下自己喜欢的网络图片，“钉”在自己的网络图钉板上，供分享点评。而中国的一淘发现除此功能外，还能支持用户购买到图中喜欢的东西，任何“钉”在自己图钉板上的物品都能在阿里巴巴集团旗下的淘宝和天猫上买到。

严格的审查制度

淘宝同时还与社交网站合作。比如，Pinterest被视为和Face-book, Google+性质一样的社交网站，但在中国，却有一堆Pinterest的山寨网站。其中最大的几个是“一淘发现”，“蘑菇街(晒货)”，“美丽说”，根据英国BBC文章报道，其中一淘发现（淘宝网的分线平台）拥有一天6万次的访问量。如果说Pinterest在西方网络环境只是一个社交网站，那么其中国的“同行们”却跟电子商务结合的更加紧密。如同Pinterest，用户可以“截”下自己喜欢的网络图片，“钉”在自己的网络图钉板上，供分享点评。而中国的一淘发现除此功能外，还能支持用户购买到图中喜欢的东西，任何“钉”在自己图钉板上的物品都能在阿里巴巴集团旗下的淘宝和天猫上买到。




China is seeing a tremendous growth in the apps market. Data from analytics firm Flurry, stated that in 2011, China delivered an app usage growth of an incredible 1,126% compared to the year before. The Apple App Store was first launched in 2010 in China, but has rapidly become the second largest app economy, behind the US. China’s biggest operator, Mobile China, grabbed the opportunity in 2009 and opened its own app store called Mobile Market. In late 2011 they had 150 million registered users according to figures from Beijing-based Marbridge Consulting. Their customers have downloaded more than 630 million apps. With Android now claiming almost 60% of the market share, the Google Play app store is also making its mark in China. Their growing market share does, however, hide some complexity: According to an App Annie report, China is a very small market for Google Play. This reflects how the growing app space in China is very different from that in Europe and America.

Firstly, Chinese smartphone users are inclined to turn to sources other than the platform’s app stores (Android and Apple). This explains the success of China Mobile’s app store. China Mobile is not the only operator with their own store – China Unicom and China Telecom also have their own offerings, further complicating the app space.

In terms of downloads, China is Apple’s second largest app market, according to a report from analyst firm Stenvall Skoeld, in August 2012. The app store accounted for 18% of total downloads in Q2 2012, but just 3% of revenue. The figures suggest that the vast majority of iPhone users in China prefer downloading free apps. iPhone users in China are also inclined to pay for ad-free apps: 25% compared to 13% of Android users, according to a Guohe Ad white paper from March 2012.

中国的app（手机应用市场）正在经历拔地而起的巨大增长。应用分析公司Flurry2011年报告指出，中国的应用产业造就了难以置信的1126％的增长率。苹果的App Store2010年在中国市场刚刚登陆，就一举成为世界第二应用市场，仅次于美国。中国国内最大的电信运营商－中国移动，借此机会在2009年开创了自己的应用平台，移动应用商场（Mo-bile Market）。北京迈博瑞咨询有限公司报告指出，2011年末，中国移动的移动应用商场就拥有了1.5亿的注册用户，消费者从这个应用平台上已下载超过6.3亿个应用程序。鉴于安卓系统的宣称占有60％的市场份额，Google Play的势头也难以忽略。然而，高市场份额也隐藏着一些复杂性，根据应用安妮报告(App An-nie report), 中国的Google Play只占了一小部分市场。这反映了中国的移动营销市场与西方市场的大相迳庭。

首先，中国的智能手机用户倾向于用运营商资源而不是应用系统平台的资源（比如安卓和苹果的应用商城），这就解释了中国移动“移动应用商场”的获得成功的原因。中国移动并不是唯一一家拥有移动应用业务运营商，中国联通和中国电信也拥有其自己的应用商场，这使得中国的应用市场局势更加纷繁复杂。

在下载应用方面，根据市场分析公司Stenvall Skoeld报告2012年8月报告，中国市场是苹果第二大应用市场。苹果的App Store在2012年第二季度贡献18％的下载率，但却只营收的3％。数据显示，绝大多数中国的iPhone用户更倾向于下载免费应用。根据果合广告2012年3月白皮书，中国的iPhone用户会更加愿意订购免广告的应用其比率为25％，而安卓用户则为13％。

app StoreS 应用商城




Main search engines’ market share on mobile (EnfoDesk/Analysys International)中国主要搜索引擎移动平台分布 (易观智库产业数据库)

However, there are some key issues to consider with mobile search in China. Most users just browse one or two pages in a search result; Google’s our Mobile Planet China report found that as many as 41% only look at the first page of results when conducting a search on their smartphone (61% in the US and 59% in the UK), meaning that the first page of mobile search results is key. If a brand does not appear on the first or second page after a natural search on

mobile, the consumer is unlikely to enter the site and engage with the brand. Whilst search engine optimisation (SEo) is important in China, it is also important to consider the fact that Google does not dominate in the same way as elsewhere. Brands also need to optimise for Bing and Yahoo.

然而，这里有一些值得注意的因素需要考虑。很少有用户在用手机搜寻信息时浏览许多页搜索结果，根据谷歌的‘我们的移动星球’中国篇报告，有41％的中国用户在用手机搜索信息时只浏览搜索结果的首页内容（美国此项数据为61％，而英国为59％），这意味着移动搜索的首页信息是关键。如果一个品牌信息在自然搜索结果中不能在首页或第二页上出现，消费者将不太可能有

获知信息或与品牌互动的机会。这即体现了搜索引擎优化的重要性。不过，考虑到中国多样化的搜索引擎现状是很有必要的，因为它们其实和谷歌，Bing，雅虎在搜索引擎优化服务上不尽相同。

Mobile Search The graph right shows the three key players in the Chinese mobile search engine landscape. Baidu is by far the biggest engine with a 35% share, followed by Yisou, 21%, a search engine launched by Yahoo. Chinese search engine SoSo (owned by Tencent) has a 20% share according to the report by EnfoDesk/Analysys International.

Search engines are important in the Chinese mobile landscape as they are a common method of reaching or engaging with brands. Smartphones are a key channel for search; 63% search on their smartphones every day, and 87% of Chinese smartphone owners have performed a mobile search after seeing an offline ad (Google our Mobile Planet China, 2012).

移动搜索

根据易观智库产业数据库发布数据显示，上图所示中国搜索引擎市场三足鼎立的格局。百度是目前为止最大的移动搜索引擎，占有35％，紧随其后的是雅虎易搜21％和腾讯的搜搜，20％。

搜索引擎是一个相当关键的切入点，因为它是（就消费者而言）使用手机时，最普遍与品牌接触和互动的途径。智能手机是主要搜索渠道；有63％的用户每天在手机上搜索信息，有87％的智能手机用户在看完一个线下广告后会用手机搜索相关信息。（谷歌我们的移动星球，中国，2012）



OTHERS

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The most important search engine in China by far is Baidu. Even though they are the largest player in the market, their search algorithm is less sophisticated than those developed by Google, Yahoo and Bing. For SEo, it is therefore critical to use the right Chinese keywords. This can be challenging, considering the many Chinese dialects, input methods or the in which words can have different meanings in different dialects. For example, the word “luxury” does not have an equivalent word in Chinese, so a more appropriate term might be “extravagant” or “high end”. In the case of Baidu, Pinyin Chinese is the preferred method of input, which has implications for brands that wish to have a successful SEo strategy. For example, brands

should register a Pinyin version of their brand name for the domain.

Even if a brand’s official language is English, it is important to include a significant amount of Chinese text on a site. Without enough content in Chinese, it’s difficult for the website to achieve a good ranking with search engines like Baidu, which give preference to those in the native language. A key consideration with regard to content is the strict regulations which apply in China compared to Western countries, explored in detail in the introduction of Chapter 2.

目前中国最大的也最有影响力的搜索引擎是百度。即使百度是比较重量级的市场巨头，它的运算程序其实并没有谷歌，雅虎和Bing的尖端复杂。但当谈到搜索引擎优化时，搜索到对位的中文关键词是具有挑战性的，因为除了中文方言的多样性，许多中文词义在不同方言中的含义也不同。比如，中文“奢侈”一词与英文的含义并不完全相同，更确切的意思是奢靡高端。除此之外，在百度搜索中，拼音是最常用的中文输入法。这些特点都对品牌商家成功策划搜索引擎策略

有启示作用。例如，品牌商家应为其官网注册一个汉字拼音名称。

对品牌来说，即使是英文的品牌官网，建立一个内容丰富的中文网站也很有必要。没有中文页面，品牌很难打入像百度这样的搜索引擎页面排行的头几名，因为百度是以中文搜索为主的搜索引擎。还有一项值得注意的是，不同于西方国家，中国互联网实行相当严格的内容审查制度，具体请见第二章内容。




Social networking sites boomed in 2008 among university students and young professionals which rapidly spread into all sectors.

A recent McKinsey survey of 5,700 Internet users in China found that 95% of people in Tier 1, 2 and 3 cities are registered on a social media site, showing the high penetration of social media in the country. Chinese people are also among the most active users; the study found that 91% of respondents said they visited a social media site in the previous six months, compared with 30% in Japan, 67% in the US and 70% in South Korea.

Social media also has a greater influence on purchasing decisions for consumers in China than anywhere else

in the world. There is a high distrust of merchants, so Chinese consumers are highly likely to check for product recommendations on social networking sites. According to a BCG report, 40% of online consumers in China say they’ve read and posted reviews – more than double the rate in the US.

The popularity of social networking in China has also resulted in a shift in consumer behaviour among Internet users. The McKinsey report found that the increased use of social media has reduced the time spent elsewhere online significantly, as shown in the graph below.

互动社交网站在2008年兴起于大学生群体和年轻白领族，并迅速扩散到各个领域。

最近，麦肯锡调研了5700名中国的互联网用户发现，95％的人在在一、二三线城市注册了社交网站，这显示了社交网站在中国互联网的高渗透率。中国网民也几乎是最活跃的人群，数据显示，过去的6个月中，有91％的受访者表示登录过社交网站，而日本网民为30％，美国网民为67％，南韩则为70％。

较之其他地方，社交网站对于中国网民在购买决定上更具影响力。这很大程度是由于中国的消费者更谨慎而不轻易相信商家，

他们倾向于先在社交网站上查看产品推荐。根据波士顿咨询集团报告，40％的中国在线用户表示他们阅读和发表言论，这相当于美国用户的两倍。

社交网络在中国的流行同时引发了中国网民消费行为的转变。麦肯锡报告显示，社交网络的高增长使用，导致用户登录其它网站的时间明显缩短，如下图所示。

Social networkS 互动社交网络



how haS your tiMe Spent on the Following changed Since you Started uSing a Social networking Site?

使用社交网站后，网民时间分配变化？

SEARCH ENGINE/ 搜索引擎 72 75 41 2

ONLINE GAMING/ 15 28 48 9

ONLINE VIDEO/ 92 55 31 3

PORTAL/NEWS/ 92 75 11 3

E-COMMERCE/ 82 15 81 3

PHOTO SHARING/ 93 14 81 2

ONLINE MUSIC/ 26 55 118

Decreased time spend by 20-30%

Decreased time spend by 50%

Increased time spend

No change

Change in time spent online since using social networks (McKinsey iConsumer China 2011)使用社交网站导致的用户时间分配变化（麦肯锡2011年中国数字消费者报告）


Additionally, social networking is becoming more important as a channel of communication. The graph above shows how consumers use other channels less as a result.

All other communication channels have decreased in use. landlines will change inevitably because of the booming smartphone space, but there is predicted to be a reduction in video chat, text messaging and e-mail. These can all largely be attributed to the increased use of social networks among Chinese consumers.

此外，社交网络逐渐变成越来越重要的沟通途经。下图显示消费者减少使用其它途经沟通的情况。

如图显示，所有其它沟通渠道都有所下滑。因为智能手机使用的强势增长，固定电话的使用转变是不言而喻的，然后视频通话，短信和电子邮件的使用下滑也都在很大程度上归咎于消费者持续增长地社交网络使用习惯。



how haS your other coMMunication changed Since you began uSing Social-networking SiteS?

自从开始使用社群网站后，您对于其他沟通管道的使用有了什么样的改变？

LANDLINE PHONE/ 25 23 43 91

VIDEO CHAT/

MOBILE PHONE/

TEXT MESSAGING/

E-MAIL/ 8

短信

92 05 51 42

41 75 42 33

52 65 21 52

52 17 392 0

No change

Use somewhat less

Use less很少使用

Use more

Use somewhat more很少使用

Change in use of other communication channels (McKinsey iConsumer China 2011)使用其它沟通媒介的变化（麦肯锡2011年中国数字消费者报告）


no. of active users (in millions) (Company figures/Techrice.com)

活跃人群数据（百万) （公司数据／一科米公司TechRice.com）

The landscape of social networks in China is a fragmented one, and very different from those in other countries. The most popular Western networks are blocked in China, which has resulted in a plethora of players in the Chinese mar-ket, each with small differentiations. The graph below shows the main players, although there are many other smaller

social networks. Those included below can all be considered ‘Facebook equiva-lents’, however renren is the network that best fits the description. From a mobile perspective, Chinese smartphone users frequently access social networks. 92% visit social networks, and 49% visit at least once a day (Google our Mobile Planet China).

中国的社交网络局势零散复杂，与西方的情形截然不同。所有知名的西方社交网络在中国都被封锁，这就造就了中国互联网市场各色网站过剩的局面，而这些网站只有微小的区别。图中显示中国的几大互动网站，除此之外，还有许多其它网站但用户数量不多。这些都可以被视为“Facebook的中国版本”，

然而，人人网是最贴切这一称谓的社交网站。从移动角度来说，中国的智能手机用户也正是社交网络的活跃人群。92％的用户访问社交网络，49％的用户有至少一天一次的访问习惯。所有社交网络都开发了智能手机应用平台。（谷歌我们的移动星球，中国篇）




Just as the social networks are fragmented, so too is their mobile optimisation on web or apps. However, the variability of mobile social media properties in China, should not detract from the fact that there are an increasing number of users accessing these networks. So, for brands, mobile optimisation for social media traffic is still a necessity.

By far biggest network, Qzone, has approximately 190 million active users. This is due to the fact that the network has instant messaging, which is more widely used in China than email. It is important to point out that this is a network mainly used by teens in more rural areas in China, and it is common to use nicknames and aliases rather than real names. Qzone’s popular instant messaging client (QQ Messenger) also delivers cross-promotional traffic. Qzone is a closed platform, and does not offer an API or support for third party applications.

People in lower-tier cities and in rural areas generally use 51.com. Despite a relatively high user base with approx. 40 million active users, this network is now struggling. Growth has slowed and the urban educated population have turned to other networks. 51.com is an open platform, although so far the applications available are mostly games.

launched in 2005, renren is the nearest equivalent to Facebook in China with almost 100 million active users. Both the interface design and revenue model are copied from Facebook. They have shown impressive growth over the past few years, and are developing advertising, gaming and e-commerce revenues. The typical renren user is a student or a white-collar worker. The application programming interface is open to third party development.

launched in 2008, Kaixin is similar to renren, but with a smaller user base of 40 million active users. It is mainly accessed by white-collar workers, and is a closed platform. Kaixin has been struggling recently and seen declining user numbers.

Pengyou has approx. 80 million active users and is a real-name social network targeting students and white-collars workers.

Douban’s 20-million user base consists predominately of urban youth, and the network differentiates itself in allowing users to create and share content for film, books and music.

移动平台对网络和应用的优化现况和社交网络零散纷繁的局势相仿。然而，中国的移动社交媒体的多变性不会从急剧增长的网络用户这个事实偏离出去。因此，对品牌而言，移动对社交媒体的优化始终有其必需性。

目前中国最大的社交网络－QQ空间，大约有1.9亿活跃用户。这是因为与西方用户不同，中国用户更青睐使用及时短信而非电子邮件。但值得注意的是，这个社交网络的主要使用人群多是分布在二三线城市的青少年，而且普遍使用昵称或别名。QQ空间同时有一个非常流行的及时信息端（QQ），其通过跨平台服务来获取用户。QQ空间是个对第三方软件不开放的封闭平台。

在二、三线城市和偏远地区的用户惯用51.com。尽管拥有大约4000万的活跃用户，这个网络仍在挣扎之中。其成长缓慢，而且城市和受教育人口都倾向使用其它网络。51.com是一个开放的平台，但目前绝大多数都是游戏类应用程序。

在2005年上线的人人网是中国最接近Facebook的社交网络，有将近1亿的活跃用户，而且其网站设计和商业模式都在模仿Face-book。在过去的几年中，他们展现了可观的增长势头，并扩展了广告，游戏和电子商务的收益。典型的人人网用户是学生和白领族。它是一个对第三方应用软件开放的平台。

与人人网相似的开心网在2008年上线，但却是相对小众的网络，只有4000万的活跃人群，主要用户群是白领族，而且它是个封闭网络。开心目正挣扎于用户数量下降的现况。

朋友网大约有8000万的的活跃用户，而且是个实名制的社交网站，主要目标人群是学生和白领。

豆瓣网有2000万用户，主要人群为城市青年，这个网络的特别之处是允许用户发布和分享有关电影，书籍和音乐的内容。




Microblogs in China are growing quickly, with users are evenly divided between the country’s two biggest services, Sina Weibo and Tencent Weibo. These networks passed 250 million users in the last quarter of 2011, according to a report from CnnIC. Considering the large user base, Weibo is a very powerful social media channel in China. A key difference between Twitter and the Chinese counterparts is that Weibo

users can post messages containing text, pictures, videos and links. Both Sina and Tencent provide some content in English.

Sina Weibo was launched in 2008 and it is predominately used by white-collar workers. 60% of the active users are from mobile devices.

Tencent Weibo is generally used by people in lesser-tier cities.

根据中国互联网信息中心报告，微型博客在中国发展势头迅猛，在2011年最后一个季度，中国最大的两个微博平台－新浪微博和腾讯微博用户超过2.5亿人。鉴于雄厚的群众基础，微博在中国俨然成为一个非常强大的社交媒体平台。Twitter和微博有个重要的不同之处，用户只能在Twitter上发文字和链接，而在微博上可以

发文字，图片，视频和链接。新浪微博和腾讯微博都提供了局部英文内容。

新浪微博在2008上线以来，其主要人群为上班白领。60％的活跃人群是智能手机用户。腾讯微博的重要活跃人群集中主要分布在二，三线城市。

Another brand in the social network landscape is Jiepang, China’s Foursquare. Jiepang is a location-based social mobile app. like Foursquare, users can ‘check-in’ at locations throughout the country and earn rewards and discounts. Established in 2010, they had more than 3 million users by June 2012, according to CEo David liu in an interview with mobiSights.

中国版本的Foursquare －街旁。街旁是一个提供定位社交移动的应用。类似Foursquare，用户可以跨国家“签到”到各种地点，赢取奖励和徽章。街旁自2010年创立来，根据mobiSights对街旁CEO刘颖采访，截至到2012年6月以来，街旁已拥有超过300万用户，并与如星巴克，耐克，路易.威登和巴宝莉等大品牌有合作。

Microblog ServiceS 微博平台




Chinese smartphone users are avid video users. 85% watch video on their phone, and 24% use video at least once a day (Google our Mobile Planet, China). YouTube is blocked in China, so the two main video sharing sites are Youku and Tudou. Youku was launched in 2006 and has over 200 million views per day, while Tudou has 100 million videos watched per day (Youku and Tudou official figures). The two companies merged in August 2012, but the two separate sites are to be retained.

Instagram is open in China, and has added support for the microblog service Sina Weibo. However, main microblog competitor Tencent Weibo has launched an Instagram clone called Q Pai, which is integrated into their service along side Qzone. The app lets users take pictures with their phone, add filters and effects, and upload them to the microblog.

中国的智能手机用户同时也热衷视频娱乐。85％的人通过他们的手机看视频，24％的人每天至少登录视频网站一次（谷歌我们的移动星球，中国篇）2006年上线的优酷网每天有超过2亿的观看频次，用户平均每页滞留时间为10分钟，而非Youtube的2.5分钟。土豆网每天拥有1亿的视频收视。这两个中国最大的视频网站在2012年8月完成合并，但两网站仍保持相互独立。

Instagram在中国可以自由使用，其分享选项也添加链接到新浪微博。然而，新浪微博的主要竞争对手腾讯微博开发了山寨版的Instrgram－Q拍，与腾讯的其它平台（如QQ空间）整合提供服务。这个程序可以让用户将手机拍的照片进行特效后发布到他们的微博上。

Social video and photo 视频和图片网站




no. of users (in millions) (Company figures)

用户数据（百万）（公司数据）

As the Chinese culture traditionally requires a trusting personal relationship to be cultivated before business transactions can take place, the growth of professional networks in China has been slow. Chinese professional social networks are 4-5 years behind that of US. However, some of them are picking up the pace and growth is expected to accelerate in the coming few years. linkedIn is open in China, but has struggled to gain much ground so far. The company told Bloomberg in April 2012 that there are just 2 million Chinese in their network of 161 million users. People tend to trust the Chinese equivalents of linkedIn more, in part due to the linguistic advantage over linkedIn. As with social networks, the professional network landscape in China is more fragmented. Some networks are

invite-only, and some require users to apply for membership.

With 9 million users, Tianji is the most popular professional social network in China. As of late 2011, their user base has been increasing by ½ a million each month. Their membership predominately consists of mid to upper mid level professionals, and Chinese university graduates. Ushi focus on membership quality and is by invitation only. They have a much smaller user base of 600,000; but they are growing fast and co-founder D. Penaloza said to Forbes in late 2011 that they expect to reach more than five million users by the end of 2012.

在中国传统文化中，人们倾向于先有私人关系再谈商业伙伴，因而职业社交网络的发展相对较慢，况且，中国的职业社交网络发展比美国晚4－5年。然而，还是有一批职业社交网络发展迅速，可预料地是，在未来几年，这些网络发展将更加迅猛。LinkedIn在中国是开放的，但目前正挣扎于站稳脚跟，赢取更多资源。这个1.61亿的国际职业社交网络，其中100万是中国用户。人们倾向于信赖中国版本的LinkedIn，可能是这些中国的职业社交网站更占语言优势。和社交网站类似的是，这些职业社交网站更加的纷繁零散。一些网站是被邀请式的，另一些则要求用户有会员资格。

天际网以900万的用户量堪称中国头号职业社交网络，并且仍在不断壮大中。2011年末，他们每月都新增50万用户。他们的会员主要集中在中高层职业人士和中国的大学毕业生。优士网主要注重在会员质量上，而且实行入会邀请制。他们的用户只有60万人，然而，他们的发展却很快，据创办人D. Penaloza 在2011年末的福布斯杂志表示，他们预计在2012年末达到超过500万用户量。

proFeSSional networkS 职业社交网络



0 Tianji Ushi Wealink Renhe Jingwei

2

4

6

8

10

Aceona

chapter 3 SucceSS caSe StudieS

第三章五大移动营销成功案例



chapter 3 SucceSS caSe StudieS


As a demonstration of the increasing value and importance of mobile as part of the marketing communications mix, this chapter introduces five brands which have successfully incorporated mobile in their efforts to reach Chinese consumers.

The five case studies showcase various uses of mobile and mobile apps. They show what can be achieved in terms of sales and brand engagement, as well as brand awareness or exposure both offline and online.

此章将介绍五个大品牌成功引领中国消费者的移动营销案例，以诠释移动营销增值手段和作为市场沟通策略的重要性。

这五个案例展现了移动营销模式的多样化应用，并证明了在销售，品牌管理以及线上线下提升品牌意识和曝光率等方面，移动营销都具有极具竞争力的优势。


Starbucks’ two-week long “let’s Merry” campaign collaborated with four other popular Chinese app partners – Weico, JiePang, Business Value and Days Matters. The four apps featured a banner ad that called for users to change the default app theme to a Starbucks theme by downloading a “let’s Merry” app skin. This way, consumers could engage with the Starbucks campaign without leaving the original app. Starbucks also used social media sharing and location-based check-in functions to spread the word: By launching a specific Starbucks

channel on Weico, they called for users to gather all pictures regarding Starbucks on Weibo. Consumers could use Jiepang to “check in” at Starbucks stores to share their experience.

The campaign also integrated outdoor ads. Starbucks placed a large electronic billboard in Shanghai that lit up with Christmas wishes to celebrate the Christmas tree lighting, once enough people had checked in on the Starbucks ad.

星巴克两周长的“全星点亮圣诞树”活动与Weico，街旁，商业价值和倒数日四个杰出的软件商联手。在“商业价值”上投放横幅广告和焦点图并将其链接到HTML5活动登陆页面。用星巴克元素设计Weico微博客户端，吸引让用户下载星巴克主题的皮肤，从而使用户不用切换平台就可参与此活动的各项内容，比如开通一个星巴克频道，发动用户收集微博上所有关于星巴克的照片。用户还可以用“街旁”在星

巴克店内签到并分享经验。

星巴克还携手街旁推出见证“点亮圣诞树”的户外活动。在圣诞前夕，星巴克在上海设置了一个大型户外电子看板，通过用户在星巴克店内签到点亮电子圣诞树的形式，成功实现点亮整个电子圣诞树的庆祝活动。

caSe 1: StarbuckS - let’S Merry 案例一：星巴克全星点亮圣诞树

challengeStarbucks wanted to promote the brand during the Christmas holidays in 2011, and to effectively integrate mobile advertising in their marketing communications efforts. Targeting young consumers, Starbucks was looking to convert mobile users into consumers. Together with Chinese mobile ads platform Guohe, they created the let’s Merry campaign.

目标此案为星巴克有效整合手机广告在2011年圣诞节期间对其品牌的宣传营销。星巴克意图把年轻消费者从手机平台转变成实际消费者。与果合广告合作，星巴克运作了此全星点亮圣诞树的营销活动。

Solution 解决方案

chapter 3SucceSS caSe StudieS



reSultThe let’s Merry campaign saw great results against several key parameters, according to figures from Guohe Ad. During the two-week promotion, Starbucks brand exposure totaled 4.6 million impressions. The campaign saw an average click-through rate of 0.94%.

450,000 users downloaded the let’s Merry app theme, and 40,000 tweeted about Starbucks during the period. 60,000 checked in via Jiepang, and 21,000 people followed Starbucks in a single day. 27,000 people also downloaded the Starbucks badge via Jiepang for an upgraded Starbucks drink.

结果根据果合广告报告，“全星点亮圣诞树”的活动用数据呈现了骄人成果。在这两周的营销活动中，星巴克品牌曝光率为460万。此活动平均点击率为0.94%。

45万人下载了此款应用，发布了4万条相关信息。6万多人通过街旁在店内签到，平均有2.1万人每天关注此活动。2.7万人因获得街旁徽章而获赠星巴克饮品。




The solution was to spearhead the campaign with a unique and highly innovative implementation of Bluetooth and mobile. research had shown that 70% of all new handsets on the market included Bluetooth technology. To actively engage the audience, an integrated Bluetooth, Mobile, outdoor system was developed. The audience

was encouraged to participate in a time trial race to run. It started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the nike stores. race route details were delivered to the participants’ mobiles, and he/she who clocked the fastest run of the day won a pair of nike Zoom shoes.

解决方案是通过独特创新的手机蓝牙技术宣传此活动。研究表明又70％的人拥有带蓝牙功能的手机。为激发人群踊跃参与，此活动搭建了一套整合跨越手机，户外媒体的设施，鼓励目标受众在一定时间内进行快跑竞赛。耐克门店被布置带有一行21个新系列

产品，在距离其 400米外，从一个发出信号的户外站点开始，跑到店内。跑的途径会发到参加者的手机里，谁能在一天中用最短的时间跑到门店，谁将获得一双耐克Zoom跑鞋。

caSe 2: nike ZooM quick iS deadly

案例二：耐克ZOOM 狂足快跑

challengeIn August 2007, nike, together with W+K and MindShare, launched their Zoom “Quick is Deadly” campaign in China. The brief was to support the launch of the Zoom sports shoe series, and to introduce a young target audience to the performance benefits of the Zoom technology. nike wanted to deliver a unique and innovative brand experience to their audience via digital, print and outdoor, across three cities in China (Beijing, Shanghai and Guangzhou). The core target was sports active, aged 16-20, with a secondary broader audience of 18-24 year olds who wanted quality, lightweight shoes for training..

目标2007年8月，耐克携手W＋K和传立媒体推出了ZOOM狂足快跑活动。其目的是推广新上市的ZOOM系列运动鞋，并向年轻的目标受众介绍此系列运动鞋的功能特点。耐克想要为受众开展一场独特创新的跨平台品牌体验活动，其中包括数字平台，平面广告，户外媒体。此活动覆盖中国三大城市：北京，上海和广州。主要目标受众是那些运动活跃人群，他们想拥有高质量，轻便跑鞋进行平时训练，他们年龄主要集中在16到20岁，其次是18到24岁之间的。





reSultMindShare’s figures stated that across the three cities in three weeks, the campaign delivered 250,000 Bluetooth messages to 15,000 participants. The campaign saw 1.7 billion impressions online, 19 million print impressions and 17 million outdoor target audience impressions. 63 pairs of nike Zoom shoes were awarded.

结果传立传媒表示，此活动在三周内跨越三个城市展开，活动通过蓝牙给1.5万参加者发出了25万条信息。此活动在线上有17亿关注，190万平面关注和170万的户外媒体关注。总共送出63双耐克Zoom 跑鞋




Based on the research, VW created an app for consumers to use in-car. The Blue Mobility app is the first mobile app in China to track driving behaviour in real-time. It analyses the driver’s behaviour, provides tips and information on how to drive more economically

and save fuel. To encourage drivers to save as much fuel as possible, the app integrated with social networks, and consumers could challenge friends to see who saves more.

在调研的基础上，大众汽车为消费者打造了一款专门在车内使用的手机应用。蓝色移动车载应用是中国第一款及时追踪驾驶行为的手机车载应用。它分析司机的驾驶行为，为汽车族提供怎样驾

驶经济节油的技巧和信息。通过鼓励汽车族节油驾驶，此应用还与社交网络联动，在开车的朋友们中开展节油竞赛。

caSe 3.1: volkSwagen blue Mobility in-car Mobile app

案例三：1. 大众汽车蓝色驱动（移动车载应用）

challengeIn July of 2012, the Volkswagen Group in China wanted to raise awareness about vehicle pollution in China and let drivers know how they can reduce their carbon footprint. Part of the challenge was that according to research done by the Chinese Academy of Social Sciences in 2011, the environment as an issue ranks number ten among consumers, after such basics as housing and medical care. The key outtake for VW was that consumers were more motivated to save money and saving the planet.

目标2012年7月，大众汽车集团意图在中国提升汽车环保意识并告知司机怎样降低他们开车时的碳排放量。2011年中国社会科学院的研究报告指出，环境问题在已经成为消费者排名的第十大问题，仅次于住房和医疗保障。大众汽车主要的切入点是消费者更有意识通过省钱来保护环境。





结果大众汽车表示，活动不到3个月的时间，这款手机应用就已被下载110万次余次。其被实际应用驾驶历程超过180万公里，相当于环绕地球的45次。此应用在社交网络被分享和评论22万次。

此次移动营销，不仅赢得广泛关注和环保意识，而且帮助车主改变了驾驶习惯：车主通过此车载应用总共节省了5％的汽油，几乎相当于节省10万公里的汽油。

reSultVW stated that in less than 3 months, the app was downloaded over 1.1 million times. It was used to drive over 1.8 million km, which equals more than 45 times around the world looking at conversations and sharing in social media, the app generated over 220,000 shares and comments.

not only did the app gain traction in China, but it also managed to change behaviour: Drivers with the app used around 5% less fuel, which equals to almost 100,000km worth of gas saved.




As a way of engaging the consumers, VW created an iPad and iPhone application that made use of the device’s camera and created an augmented reality experience. Consumers waiting around the area to go on a test drive were given iPad’s and iPhone’s. By pointing the camera at common

appliances like an Apple iMac, a fridge or a blender, consumers could watch an animation on the screen showing the distance an electric Golf could travel on the appliance’s power use. For example, consumers learned that the Golf could travel 1.1 km on the electricity used to make a fruity drink in the blender.

作为一种沟通方式，大众汽车推出了一款适合iPad和iPhone的应用，通过设置的镜头模拟了一项虚拟仿真体验。消费者期待在iPad和iPhone上进行试验。通过将镜头对到一个普通家电，如苹果电脑，冰箱或一台搅拌机，消

费者能看到一辆虚拟动画的电力Golf假借这台普通电器的电力能行驶多远。比如，消费者可以看到一辆电力Golf车能凭借一台水果榨汁机的电力行驶1.1公里远。

caSe 3.2: volkSwagen electric caFé

案例三：2. 大众汽车数字咖啡厅

challengeVolkswagen was introducing the electric Golf to people in Hong Kong, and in May 2012, they partnered with ogilvy China and created the Electric Café. The challenge was to effectively communicate to Chinese consumers how little electricity the cars actually use, in an engaging and memorable way.

目标大众汽车要将数字Golf引进香港。在2012年5月份，他们与奥美中国合作推出了数字咖啡厅。此案意在用一种互动易懂的方式向中国消费者高效传达此款车拥有怎样经济节能的用电量。





结果大众汽车还没有公布对此活动的结果。然而，这种策略聪明地用此虚拟试驾地方式展现给消费者，其大众Golf具备怎样高效地节能特点。因为消费者能亲自参与互动其中，从中获取环境保护的知识，这其实是消费者获得品牌产品信息的有效手法。

reSultVW have not made any figures from the campaign public. However, the approach was undoubtedly a clever way to show people test-driving the car just how efficient the VW cars are. Because consumers could interact and participate it managed to create engagement, which is key in order to get the message across about the environmental benefits of the car.




Adidas provided 500 pairs of the new series of shoes as prizes to engage users, and developed an app for users to download for free. The shoes were frozen in ice in the app, and if players wanted to get their hands on a pair of shoes, they needed to really run. Players had to run around the city and collect

‘tools’ to crack the ice. Using GPS and lBS, the app also enabled players to interact with each other on the map while running: For example, they could steal each other’s tools when they come across. This app explored several aspects of a successful mobile campaign, namely social, local and mobile (SoloMo).

阿迪达斯以500双新系列跑鞋作为奖励，鼓励用户通过真正跑步参与夺宝活动。玩家需要真正跑起来才能收集各种有用的破冰工具来击碎冰藏中的跑鞋。通过全球卫星定位和定点交互功能，玩家可以在外出跑步时，在真实的城市地图中找到其他玩家的实时定

位并与彼此互动，比如在和其他玩家相遇时盗取他们的破冰工具等，以此获得更多赢取阿迪达斯跑鞋的机会。此应用充分展现了现今最流行的SOLOMO (社交/定位/移动) 特点。

caSe 4: adidaS cracking the ice For treaSure

案例四：阿迪达斯夺宝奇冰

challengeFrom early of April to end of May 2012, Adidas wanted to promote their newly launched product series, ClimaCool shoes, using mobile as a facilitator and to create engagement around the launch. The aim of this campaign was to encourage the target audience to really run for fun, as well as the opportunity to win a pair of Adidas ClimaCool shoes.

目标2012年4月初到五月底，为让更多人熟悉阿迪达斯2012全新上市的ClimaCool清风系列跑鞋，阿迪达斯推出“夺宝奇冰”移动营销活动并希望目标用户在新系产品上市期产生更多互动。用户在使用应用时需要真正跑起来，同时有机会赢取阿迪达斯新上市清风跑鞋，这正是阿迪达斯就此活动让受众跑出乐趣的意旨。

Solution





结果阿迪达斯表示，仅仅两天，此款应用就排到应用商城“体育类免费游戏榜”第二名，总“免费游戏榜”第48名。上线两周，此款手机应用就被下载超过10万次。微博上的相关内容和讨论转发也已超过1万条。据估计，此案整体传播效果涉及近千万人。

reSultresults from Adidas showed that after only two days, the app was ranked as second on the “Free Sport Game” list of App store, and at no. 48 on the overall “Free Game list”. After two weeks, the app had been downloaded over 100,000 times. Users buzzed about it on micro blogs with over 10,000 posts, and it was predicted that the mobile campaign had reached nearly 10 million people.




challengeThis campaign ran in Hong Kong, China. It has been included, as there are many parallels and influence with Tier 1 Chinese cities.

In 2011, Coca-Cola launched a campaign to run on TV, cinema, outdoor and online in Hong Kong. The challenge was to get as many teenagers in town as possible to see the ads. The aim was to engage and excite this young target audience and create buzz around the adverts.

SolutionThe solution was to accompany the adverts with a dedicated iPhone app. The latest slang word among Hong Kong teens at the time was “CHoK”, meaning rapid motion. If consumers downloaded the app, they could engage with the ad by swinging their phone back and forth. This in turn enabled them to win instant prizes straight from the screen, such as discounts, mobile games and other virtual exclusive collectibles.

.

caSe 5: coca-cola chok! chok!

案例五：可口可乐摇，摇，摇!

目标此营销活动中国香港推广。即使香港的环境和内陆并全然一样，但香港市场的相似性，对中国一线城市具有一定影响力。

2011年，可口可乐在香港电视，电影院，户外和网络上推出了一个活动。这个活动的主要挑战是使尽可能越多的城市青少年看到可口可乐的广告，而其目的是为了吸引和激励这群年轻的目标观众，并创造最佳的广告周围效应。

解决方案解决方案时，将电视广告和这款设计精巧的应用绑定。利用香港青年最流行的俗语““CHOK”，意思是“快行动”。当消费者下载此应用到手机后，在电视广告播放时摇动手机，即可得到意想不到的精彩好礼，比如手机游戏，套餐或商品优惠折扣等。




结果年轻人反响积极热烈，并将自己摇手机的视频发布到YouTube上，让此活动真正成为线上线下互动病毒式传播。可口可乐公司表示，这个应用只用一天时间，就已经成为当地最受欢迎下载的第一名软件。短短一个月时间，此应用已被下载39万次之多，在香港创下有史以来下载量最高的商家应用软件。而在电视，YouTube和微博上创下超过900万的收视率，更是不同反响。此案已成为“35年来最成功的可乐促销广告”。



reSultTeens engaged with it actively, posting their videos on YouTube. It became a truly interactive TV gaming promotion with viral effect online and offline. Coca-Cola stated that the app took only one day to hit the no.1 popular download spot in the local App store. It took only 1 month for the app to be downloaded over 390,000 times, making it the most successful branded app ever launched in Hong Kong. More astoundingly, the ad’s viewing figures reached over 9 million on TV, YouTube and Weibo. It has become “the most successful Hong Kong Coke promotion and TVC in 35 years”

chapter 4 Simplified framework

第四章统领全局



chapter 4 Simplified framework


Mobile has become central to the Chinese consumer, and as a result, it offers a significant opportunity for brands to engage their audience. However, brands are spending considerably less in the mobile channel than in other media, demonstrating a disconnect with current consumer behaviour. According to a 2012 report from eMarketer, mobile’s share of total ad spend in China is about 1.5%.

To succeed in China, brands must integrate all media channels and ensure that mobile is at the core. They should use it as the channel to connect all the others.

Mobile search, for example, is the start of many consumer journeys. It should therefore form the basis of a mobile strategy.

Social and mobile are tightly interlinked, so it should become a hub and accelerator for engagement and content.

Commerce platforms on mobile and tablet devices make the shopping journey for Chinese consumers easier than ever, so it needs to be integrated with social channels.

Finally, brands must make key considerations with regards to mobile oS and App Stores when developing their propositions.

考量到当今的中国消费者在移动智能终端的消费时间，很明显，移动平台为品牌商家与中国消费者沟通创造了一个巨大的契机。目前，品牌商家对移动营销战的预算与其它沟通平台相比还存在很大落差，这其实体现了品牌与消费者的沟通断层。据市场研究公司eMarket-er2012年报告，中国市场的移动营销的份额占整个广告份额的1.5％。

要赢取中国市场，品牌商家需要整合各个媒体渠道并确保将移动营销作为重中之重。移动应该作为沟通其它各媒体渠道的平台。

例如，移动搜索是许多消费者考虑消费的起点，因此应该成为移动营销策略的基石。

社交网络和移动平台联系紧密，起到整合催化以促动消费者参与和内容营销的作用。

为让智能终端的移动电子商务平台让中国消费者的网购过程变得更加轻松简单，应尽量将其结合社交网络渠道。

最后，品牌在推广其品牌诉求时，必须考虑到建设移动操作系统和应用商城。

搜索

引擎

SEARCH

APPS, TOOLS& UTILITIES

SOCI

AL

COMMERCE

MOBILE IN CHINA


Social media has a greater influence on purchasing decisions for consumers in China than elsewhere. Integrating social platforms into mobile strategy is therefore key. Consider Pinterest clones, such as Ea Xian, which can act as facilitators for consumers to buy directly from sites.

China is unique in the fact that consumers most often start product searches in Taobao, as opposed to Baidu

or other search engines. Brands must consider Taobao as key to mobile and tablet commerce solutions.

A mobile/tablet sites for a Chinese audience need to be fast, simple and safe. China’s Internet speeds are generally slower than in the West, and security is also a key concern for consumers.

在品牌考量电子商务策略时要注意到中国市场一个特殊性，即消费者更倾向于通过淘宝网搜索购买的商品而非百度或其他搜索引擎。

社交网络平台在中国对消费者购买决定的影响力比在世界其它任何地方都大，因此整合运用社交网络平台是制定市场策略的关键。请注意，Pinterest在中国的

山寨网站更像一个升级版本，比如一淘发现，其用户可以直接从网站购买商品，而非仅仅分享喜好。

任何与智能手机和平板电脑相关的电子商务策略都需要确保快速，简捷和安全。中国的网速环境较之西方国家总体偏慢，手机购物的安全问题也是消费者的一大顾虑。

coMMerce 电子商务

Consumers are shopping more and more on mobile/tablet devices. Mobile is also affecting other channels

消费者使用移动智能终端购物的趋势愈加明显。移动营销同时也会影响其它渠道营销。

chapter 4Simplified framework



Brands in China need to ensure they deliver a mobile and tablet optimized site. Smartphones are a major access point for search, often in response to off-line advertising. It also highlights the need to optimize for search in China’s three main search engines: Baidu, SoSo and Yisou.

It is key to ensure an adequate amount of content on mobile sites as search engines as Baidu de-lists sites without

sufficient content in Mandarin. With less sophisticated algorithms than Google or Bing, keywords have a greater importance than linking or site authority. Although the Chinese search engines are secretive regarding their algorithm updates, there is no evidence that mobile sites are ranked or displayed differently to those on desktop.

不同于西方市场，谷歌被迫离开中国大陆市场。因此中国大陆最大的搜索引擎是百度（占35％的移动市场份额)。其他两大搜索引擎分别为雅虎易搜（21％）和腾讯的搜搜（20％)。

介于百度涉猎的网站，有太多都是非中文内容，对品牌来说，建设一个中文内容丰富的网站很有必要。百度搜索的算法相对来说

并不精密，这意味着充分利用关键词策略的重要性。

尽管中国的搜索引擎算法更新并不很透明，但并没有证据表明移动搜索的结果和桌面机结果有大不同。

Search 搜索引擎

The smartphone will soon be the primary digital search interface. Being on the first page of results is key to success.

智能手机将很快成为数字搜索的主要平台。确保品牌信息出现在搜索结果首页是成功的关键。




Due to Android’s strong market share in China, brands should consider this to be the primary smartphone platform and optimize accordingly. However, the iPhone is the key platform for applications. China has become Apple’s second largest App market, however a vast majority of those downloads are

free apps. Similarly, Google Play in China has no paid apps.

It is also important to consider the three network operator’s App Stores, which are gaining traction in the Chinese App space.

介于安卓系统在中国强大的市场份额，品牌如果期望在移动终端引领消费者，就很有必要考虑到其品牌移动网站对安卓系统用户群的优化适应性。iPhone应用程序市场，是一个关键平台。中国已称为苹果公司第二大应用市场，而软件开发公司在谷歌的Play store只能发布免费应用。

而且，很有必要考虑到三大移动电信运营商各自的“应用商城”，它们发展势头飞快且在中文应用领域地位愈加显赫。

中国iPhone用户群倾向于下载免费应用，这对于品牌在考虑开发应用时也是一个有价值的消费者行为洞察。

appS, toolS & utilitieS 移动应用，工具和实用程序

Chinese consumers seem to love apps, however it’s not all Android and Apple

中国消费者很喜欢装载使用‘应用’，但‘应用’不是都来自安卓和苹果系统。




When brands are engaging in Chinese social media, it is important to ensure that destinations are optimised for the large number of mobile users. It is also important to consider the strict censorship of content in China, and ensure that brand information is suitable for publication.

The social landscape in China is a fragmented one, and different networks have different audiences. Brands should carefully consider all social networks before choosing where to engage.

Microblogs are significant in China, with more than 250m users. They are more sophisticated than Twitter as they allow sharing of rich content. Integrating the brand’s mobile site with Sina/Tencent Weibo provides an opportunity to communicate with a large, and growing, user base.

考虑到中国大陆互联网严格的审查制度，确保网站内容的符合规定很重要。

中国的社交网络呈现分散纷繁局面，不同网络的也有相应迥异用户人群－在选择与社交网络合作前，请评估所有社交网络的各自特点。

现今，中国拥有2.5亿的微博用户。中国的微博较之Twitter在分享富媒体内容方面设计更加周全。考量与新浪／腾讯微博平台整合品牌移动网站，可以直接与广大用户和还在不断扩大的用户群直接进行品牌沟通，可以说是一个行之有效的策略。

Social 社交网络

92% of smartphone users visit social networks - mobile is key to engage consumers via social networks

92％的智能手机用户访问社交网络－移动营销通过社交网络引领互动消费很关键。




reportS:Adobe research: The Impact of Tablet Visitors on retail WebsitesBaidu: Annual report 2011Boston Consulting Group: China Digital GenerationChina Mobile: Annual report 2011CnnIC: 29th Statistical report on Internet Development in ChinacomScore: TablensData Center of China Internet: Internet InsightGoogle: our Mobile Planet reports (China, UK, US)IDC: Global smartphone market share report 2012McKinsey: China’s social-media boomMcKinsey: iConsumer China 2011Morgan Stanley: Tablet landscape Evolution: Window(s) of opportunitynPD DisplaySearch: Quarterly China PC report

articleS:Adidas: Cracking the IceAnalysys International/Enfodesk: Search engines’ market share on mobileBBC: China’s social networks hit by censorshipBGr: Android, ioS gain share in Q1 as Symbian, Blackberry plummetBloomberg: linkedIn Has 2 Million for English language ServiceBloomberg: renren Facebook boost to Be Shortlived on AdsBusiness2Community: Mobile Shopping Soars in China as Smartphones, Shopping Apps ProliferateChina.org: Should Ads Be Under Tougher Censorship?

eMarketer: Twitter Beats Facebook in US Mobile Ad revenues This YearFlurry Analytics: China now leads the World in new ioS and Android Device ActivationsIDG news: China’s Taobao expects explosive growth in mobile shoppingInsideMobileApps: ioS has China and Google Play has Brazil, but the U.S., the U.K. and Japan are where the money is Internetretailer: Big players dominate US Mobile Commerceiresearch: China Mobile Shopping Market Hits 11.64 Billion Yuan in Q2 2012McKinsey: Understanding social media in ChinaMobiSights: Jiepang’s CEo “Checks-In” With mobiSightsMobiThinking: Global mobile statsreuters: China mobile subscribers rise 1.1 pct to 1.02 bln in Aprilreuters: China’s Internet users breach half billion markreuters: Facebook shares slide as user growth in questionStenvall Skold & Co.: Apple’s China App Store: 18% of downloads, but only 3% of revenueTechrice: China’s Top 15 Social networksTechWeb China: 60% of Sina Weibo’s registered users log in via mobileThe next Web: China Mobile app store hits 149m users, sees 30m downloads per monthVolkswagen: Blue MobilityWArC: Mobile commerce sales boom in ChinaWireless Intelligence: China to surpass 1 billion mobile connections in May 2012WSJ: renren Shifts Focus to Mobile Games, e-Commerce

报告：Adobe 调查研究：平板用户对网购的影响百度：2011年年度报告波士顿顾问集团：中国数字时代中国移动：2011年年度报告中国互联网络信息中心： 29号数据统计报告－中国的互联网发展comScore: 平板电脑研究中国互联网数据中心：网络洞察谷歌：我们移动的星球报告集（中国，英国，美国）互联网数据中心：2012国际智能手机市场份额报告麦肯锡中国社交网络潮麦肯锡，2011年中国数字消费者报告摩根斯坦利：平板市场演化：时机之窗NPD DisplaySearch: 季度中国 PC报告

参考文章：阿迪达斯：夺宝奇冰易观国际／Enfodesk: 搜索引擎的移动市场份额BBC：中国社交网络审查制度BGR：第一季度安卓，苹果操作系统得市，塞班，黑莓大幅下滑彭博：LinkedIn Has 2 Million for Eng-lish Language Service彭博：人人网，Facebook 短线广告推动力Business2Community：智能手机购物应用火爆，移动购物在中国腾飞China.org: 广告该被严格审查吗？eMarketer: 美国移动市场，Twitter年收入击败FacebookFlurry分析：中国领跑苹果iOS和安卓终端

美国国际数据集团：中国淘宝期待手机购物爆炸式增长InsideMobileApps: iOS有中国，Google Play有巴西，而美国，英国和日本呢？InternetRetailer: 美国移动商务巨头艾瑞网：中国移动购物市场直击2012第二季度116.4亿人民币麦肯锡：理解中国社交网络MobiSights: 街旁CEO签到mobiSights MobiThinking: 全球移动局势路透社：中国移动订阅四月上升1.1％，至1.02亿美元路透社：中国互联网用户突破5亿大关路透社：Facebook 因为用户数量下滑导致份额下滑Stenvall Skold & Co.: 苹果中国应用商城18％下载率，只有3％年收入一科米：中国15大社交网络TechWeb China ：60％新浪微博用户用手机登录The Next Web: 中国移动应用商城直达1.49亿用户，月次下载量3千万大众汽车：蓝色驱动WARC: 中国的移动商务营销潮无线智能：2012年5月中国超过10亿移动用户WSJ: 人人网转战移动游戏和电子商务平台

SourceS 资料来源


We are a mobile generation company, in a connected global world.

Digital is ever more key to customer engagement, and mobile services and utilities are at the centre of brands value propositions. We help agencies and brands making sense of it all, thinking, acting and winning on the mobile battlefront.

We are passionate about mobile and brands, and this passion is shared between our collaborators, partners and clients. Most importantly, we have fun doing what we do.

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我们是与全球同步的移动专业公司。

数字生活早已是每个消费者生活中不可或缺的环节，移动应用服务已变为品牌主张和品牌价值的核心内容。我们帮助广告公司和品牌更好的理解，思考，应对并最终赢取移动营销战役。我们致力于移动营销和品牌战略，热衷与我们的合作伙伴和客户分享热情。更重要的是我们乐此其中。

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