Magic of Chinese Hongbao Marketing - NiceNIC.NET

Hongbao Marketing can be regarded as both China Social Media Marketing and China Mobile Marketing.

In a recent post, we look at Hongbao marketing and how effective it was in 2015. Hongbao, the red envelopes filled with ‘lucky money’ and traditionally given to singletons and children, have gone digital in recent years. Sina Weibo and WeChat have been two of the social messaging services to offer their users the ability to send these digital gifts to one another during times of celebration.

Hongbao stats for Chinese New Year 2016

Companies had some pretty big expectations when it came to using Hongbao as part of digital marketing in China plans. Ali pay had 800 million yuan to give away, while $.10 platforms planned to distribute a combined 200 million yuan in digital Hongbao. It was anticipated that consumers would be equally generous as well. Last year, WeChat saw 1 billion Hongbao sent during the lunar New Year period, and expects that the year of the monkey will be welcomed amid a flurry of 10 billion Hongbao. Chinese users sent 2.3 billion in digital lucky red envelopes to celebrate the beginning of 2016.

Companies are quickly cottoned on to the vast potential of Hongbao marketing. It gives them away to generate excitement and engagement with their brand, while tying in to a high profile event. Let’s take a look at some more ways companies used Hongbao marketing in order to celebrate Chinese New Year 2016.

The Chinese government

The Chinese government’s Organisation Department found a great way to use president Xi Jinping’s New Year address to build a social following for the Communist Party of China. In the run-up to New Year they created a WeChat account, those who watched the presidents New Year greetings would be able to use key phrases from his speeches to unlock Digital Hong Bao. The government distributed ￥300,000 over the festival period. Regional governments at some of China’s largest cities also got involved with similar promotions.

WeChat in Times Square

As part of their Chinese New Year 2016 celebrations, WeChat ran a campaign which involved billboard advertising and their messenger app. WeChat users who were in Times Square between 4 and 9 PM on the first, second, seventh or eighth of February could shake their phone in front of the digital billboard for their chance to win hongbao of ‘lucky money’. The campaign used WeChat shake feature, which lets users find others nearby to talk to.

Is Hongbao marketing finished in till 2017?

Chinese New Year may see the largest volume of Hongbao sent and received, but there are many other celebrations for which it is relevant, making it a useful tool when digital marketing in China. 500 million Hongbao was sent on children’s Day, while the Chinese Valentine’s Day saw 1.4 billion Hongbao exchanged, while 2.2 billion digital red envelopes were gifted during the mid Autumn Festival. So if Hongbao marketing seems a good idea to you, you have plenty of opportunities over the coming year to put it to good use.

China Social Media Marketing

China Mobile Marketing

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Chinese Most Popular Messaging Service APP WeChat - NiceNIC.NET

WeChat is a highly popular messaging app with a range of integrated features that allow users to keep in touch with their friends, follow businesses and celebrities, and even shop. As of the middle of 2015, 46% of users have set WeChat as their top app. It is used by nearly twice as many men as women, and for almost twice as long each month (209 minutes) by android users than those with an iOS operating system (106 minutes). With 90% of its users aged between 18 and 36, WeChat is a great place to connect with a young, savvy audience.

We’ve taken a look at some more important WeChat stats from 2015 to help inspire your digital marketing in China during the coming years.

WeChat has more users than Tumblr, Instagram, Twitter, Skype or Sina Weibo

As of the beginning of this year, WeChat was the sixth most popular social media network in terms of monthly active users in the world. It only loses out on fifth-place to QZone by 3 million users. WeChat has almost a hundred million more users than Tumblr (555 million), 250 million more than Instagram and more than double the number of people who use Twitter on a monthly basis (320 million). It is the third most popular Chinese social network in the global top 10, beaten by QQ at number three. All three networks are owned by Tencent.

WeChat users are return users

Of its total monthly active users, a huge percentage of them make use of the app every single day. As of the middle of November 2015, WeChat had 615 million monthly active users, with an average of 570 million visiting the app on a daily basis. Compare this to Sina Weibo, which at the end of the first quarter of 2015 has just under 200 million monthly active users, and 89 million daily active users.

This means that people on WeChat are far more likely to return to the app on a daily basis than users of many other social media channels. Because WeChat offers a new platform for traditional phone-based forms of communication, such as text messaging and video calling, it has been able to attract and hold the attention of a large audience. Get on WeChat to engage a huge crowd of regular users.

WeChat users consume a lot of content

Brands can publish content to WeChat in order to capture and engage their target market: a tactic that has proved highly successful for many. The average WeChat user consumes seven articles every single day – that’s the equivalent of a whole novel each month. If creating engaging Chinese content is a big part of your plans for digital marketing in China in 2016, WeChat is the perfect publishing platform.

China Social Media Marketing

China Mobile Marketing

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What happened in 2015 China Mobile Marketing? - NiceNIC.NET

The Chinese mobile market continues to evolve at a remarkable pace. China internet use is quickly catching up with the USA, with Chinese consumers owning an average of 4.1 internet connected devices each, compared to 4.9 in America. And in some ways, Asia has usurped the states: 92% of China internet users own a smart phone, compared to 72% in the USA.

The final quarter of 2015 saw the Chinese smartphone market grow by 8%, the equivalent of over 117 million devices. So what does the market growth tell us about mobile market in China?

A rapidly evolving market

It’s not just that the mobile market in China is growing; also of interest is how it is changing to respond to consumer demand. Just two years ago the top market players were Samsung, Coolpad and Lenovo. Now, Xiaomi, Huawei and Apple take the top spots. Xiaomi and Huawei have been able to gain popularity thanks to their understanding of the market. Where large multinational companies such as Apple are selling expensive premium handsets, these domestic manufacturers have been able to undercut their prices with low-cost devices, allowing them to gain a share in developing markets.

The change in the top three shows just how effective it can be to identify the core needs of your consumer and address them with your product offering. Xiaomi have also benefited from their famous mobile marketing strategy, which involves using Chinese social media to turn their fans into avid brand ambassadors, allowing them to promote themselves without the need of paid-for advertising.

Domestic manufacturers are recognising the value of rural markets

When many overseas businesses think about China, they automatically think of the large Tier 1 cities, such as Shanghai, Beijing and Guangzhou. However, those markets are becoming saturated. While the large established brands continue to throw large amounts of money and resources into battling over the major cities, other domestic manufacturers have been able to evolve into major players in telecommunications thanks to the way they target their business.

It would be a mistake to think that lower tiered cities in China are not a valuable or worthwhile market. Tier 4 and 5 cities, the two lowest ranks in the classification system, are home to a combined 250 million households, a market nearly 16 times the size of Tier 1. These two tiers also have a combined income value of 7 trillion.

Brands such as OPPO and Vivo have identified the fact that consumers in these parts of the country cannot afford, and do not desire, expensive smartphones. However, these consumers are responsible for 56% of Chinese consumption, and by creating low-cost devices to suit their needs, OPPO was able to rise to claim the fifth spot on China’s list of the biggest smartphone manufacturers, while Vivo took fourth place.

Their success demonstrates the vast and complex nature of theChina internet market, and the need to understand that the most lucrative opportunities may not necessarily be in China’s wealthiest regions.

Mobile marketing is becoming increasingly important for China’s market and has huge potential in the future!

China Mobile Marketing

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