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China Social Media Landscape 2019 Kantar Research conducted by Kantar’s CIC Intelligence
Preface Since 2008, Kantar’s CIC Intelligence – social listening research services in China – have produced an annual report exploring the dynamics and trends of social media in China to deliver valuable insights for marketers. In this 11th year of the China Social Media Landscape Report, we have interviewed thought-leaders across the industry and incorporated insights derived from CIC Intelligence research through social listening, online surveys and focus groups. This year’s report focuses on the following key areas that characterize the current social media landscape in China. They are: • The domination of Omni-media in China: the increasing functionality of social media platforms in China and what it means for brands. Mind the generational gap: what are the social media platform preferences for Gen X, Y & Z? Influencers: how they use multiple owned channels to reach different audiences. Social GRP: new standards in measurement for content. Coolio YANG We hope that this report will shed light on the complexities – and opportunities – of the CEO, Great China social media landscape in China, helping marketers to develop more impactful social Media Division, Kantar media marketing strategies.
1. The Domination of Omni-media in China The increasing functionality of social media platforms in China and what it means for brands.
Omni-media, Made in China
In China, it appears that a growing number of internet platforms
are shifting from single-function to become more complex multi-
functional platforms. We have defined this phenomenon as
‘Omni-media’.
Omni-media User Volume
by the end of 2018
1,098,000,000
Omni-media refers to:
• A complex and matured media platform that consists of various functions, 1,000,000,000
including search, networking, communication, entertaining, gaming,
purchasing and the ability to share content within or outside the platform
(with user volume > 500 million). 807,000,000
• In China, WeChat, QQ, Alipay, and Taobao are the most representative
Omni-media platforms. 636,000,000
By the end of 2018, WeChat is the largest Omni-media, which has 1,098 million, QQ has 807 million users, Alipay has 1,000
million users and Taobao has 636 million users.
Data source come from: ‘Tencent’s 2018 full-year financial results’ by Tencent Group, ‘Alibaba’s financial report in December
2018’ by Alibaba Group, ‘The report of Alipay announced the number of users on January 9th ‘by Alibaba Group
In addition to Omni-media, core social media and derivative social media still play important roles in the
China social media landscape.
Omni-media
A multi-functional one-stop platform that allows users to
switch between functions within the platform to perform a
variety of application scenarios.
Core Social Media
Relationship-centric platforms that enable users to establish
and maintain social relationship through their interpersonal
relationships.
Derivative Social Media
Content-oriented platforms, where users are more inclined to
use a one-way communication to obtain information of their
interest from original content generators.
Note: More information on core and derivative social media platforms can be found in “China Social
Media Landscape 2018” 5
When compared to overseas markets, brands in China tend to use more social media platforms.
Below are examples of the owned social media assets within six example categories:
Overseas
Owned Media
Omni-media
Chinese
Owned Media
Core Social Media
Derivative Social Media
Food Alcohol Sports Game Technology Fashion
Note: The above charts are made based on Kantar’s CIC Intelligence analysis of leading brands’
owned media channels across various social media platforms domestically and overseas.
6
For many brands in China, owned media marketing is also complex.
An Omni-channel approach requires the development of significantly more content to support e-Commerce, recruitment, CRM
etc. Here is an example of the food category’s WeChat marketing content:
Store New Product
Locations Release E-Commerce
E-Commerce
Investment
Membership
Methods
Center
Product
Display
Employee
Verification Promotions Brand
display
Promotions
Brand Display
Corporate
News
Recruitment
Chinese Overseas
Owned media Owned media
Data source come from: Examples of marketing endeavors via WeChat/WeChat accounts from
companies in the food industry
7
In China, the relative homogeneity of marketing content by brands has often led to competition for the
same resources and ideas.
Here is one example where a majority of brands are mimicking the ‘hot topic’ on the social platform, Weibo.
Marriage
content
recreation
Mimicking the
content
The background of Weibo hot topic example:
On Oct 16, 2018, Chinese celebrities Zhao Liying and
Feng Shaofeng announced their marriage, by posting
wedding photos and marriage certificates under the ……
hashtag of “ 官 宣 ❤ ” (literally pronounced as
“GuanXuan❤”, meaning “Official Announcement” on their
Leverage
personal Weibo accounts. The topic has gone viral on the celebrity
Weibo with brands mimic the content for agile marketing.
image
……
Note: Weibo ‘hot topic’ refers to most discussed trendy topics, similar to hashtag content on Facebook.
The above charts are made based on Kantar’s CIC Intelligence analysis of leading brands’ owned
media channels across various social media platforms domestically and overseas. Listed brands
8
are not necessarily an exhaustive list of all promotional endeavors/brands.
2. Mind the generational gap How Generations X, Y & Z use social media.
Social media behaviour across generations has shifted from preferring offline to online experiences
while consumers that used to have more trust in authorities now have greater self-empowerment to find
and share information.
Generation X Generation Y Generation Z
Offline Experience-oriented Digitalized Self-empowerment
Prefer to experience the brand in offline stores that Interest based online purchasing behaviour for
could be ‘touched and felt’ instant gratification
Tend to trust in authorities’ word of mouth
Note: Generation X refers to those born before 1980. Generation Y refers to those born in the 1980s and 1990s. Generation Z refers to those born between 1995 and
2009.
Reference:-“The rebellion and lost ‘Generation X’ has entered into the mid-life stage. What have they gone through?” by Jiemian News; “Lifestyle, attitude and digital
behaviours of Generation X 2018”;“What’s the Gap between Generation X and Generation Y?”;“Different ‘Spring Festivals’ for Generation Y and Generation Z by
10
numbers 2019”;“behavioural Analysis of Internet Users born after 1995 in H1 2018”;“White Paper on Internet New Middle Class Technology Consumption 2018”;
“Report on Mobile App Usage Analysis among University Students in April 2018”Generation X usually has a clear pursuit of goals when they are engaged in social media activities. Brand
power and offline experiences are key factors influencing purchase decisions for the group.
Examples of media platforms commonly used “I usually bring cash with me. I will go
by Generation X shopping in offline stores to check whether
the product is good or not. I would prefer
merchandise that are recommended by
relatives and friends. But for products
recommended by online platforms, I won’t
place an order until I’ve done thorough
researches and made enough comparison.
Born in 1978, business executive
Before
80’
“I trust things that are recommended by
people who have used them. I believe there
are many fake comments online, and I am
not a frequent online shopper. If I really need
to buy something, I still believe in big brands,
which are more reliable.
Born in 1979, teacher
Note: The focus group analysis on different generations of users.
Reference: ‘The rebellion and lost ‘Generation X’ has entered into the mid-life stage.’ have they gone through?” by
Jiemian News. ‘2018 Generation X lifestyle, Attitude and data behaviour’ by Globalwebindex
11Generation Y is accustomed to using to a variety of social media. This group prefers online to offline and
favours Omni-media shopping experiences.
Examples of media platforms commonly used “I like shopping online, and I prefer stores
by Generation Y that offer fast delivery services. I go through
and review comments on major sites before
placing an order. Sometimes I would become
fond of certain products due to social media
endorsement, but I don‘t trust brand ads. And
I don’t really care whether the product is from
a major brand.
Born in 1988, Sales
80s
90s “I have many apps in my mobile phone. For
instance, I use several different apps to read
news and search for answers to certain
questions. I often buy things online, and I
would trust people’s feedback on the internet.
I feel it’s less likely to get disappointed by
products with good online reviews.
Born in 1987, HR
Note: The focus group analysis on different generations of users .
Reference: “What’s the Gap between Generation X and Generation Y?” by DaFengHao, “Different ‘Spring Festivals’
for Generation Y and Generation Z by numbers 2019” by iFlytek big data 12Generation Z has a short purchase decision making cycle and prefers to search and purchase
online. They care about personal privacy, but love customized services and are more willing to pay for
what they like.
Examples of media platforms commonly used
by Generation Z “I basically shop more online, and I don't
have a clear preference over brands or ads. I
won't buy something just because of I
happen to run into its advertisement, even if
the product itself is a necessity.
Born in 1996, Graduate Student
Post
Post
95’
95’ “I don’t use a handful of apps of the same
Post type or for the very same purpose. Especially
for apps that nurture my interests, I would
00’ only pick the ones that really suit me. When
shopping, I normally place an order directly
rather than read all online product reviews. I
only choose products that I like, and I won‘t
buy things just because others have
recommended them.
Born in 1996, University student
Note: The focus group analysis on different generations of users“
Reference: behavioural Analysis of Internet Users born after 1995 in H1 2018” by YiGuan, “White Paper on Internet
New Middle Class Technology Consumption 2018” by WU Xiaobo Channel, “Report on Mobile App Usage Analysis 13
among University Students in April 2018” by iFlytek big data, “QQ AdxKantar White Paper on Generation Z
Consumption 2018” by QQ advertising and KantarOwned media channels of Chinese influencers Varied approach for different audiences
The research also shows how successful influencers in China have owned accounts on at least three
platforms, but in many cases many more. Their content published on different platforms might be similar,
but their influence levels can vary significantly.
Examples：
柴犬老丸子 | Chaiquanlaowaizi 李子柒 | Liziqi
Top-tier content curator in the gourmet area. Famous content curator in the gourmet area. Her
Proficient in creating ACGN-styled (anime, comics, videos incorporates artistic nature elements with a
games and novel) contents. pastoralist lifestyle.
Sina Weibo WeChat Mei Pai Tik Tok Bilibili YouTube Average Sina Weibo WeChat Mei Pai Dou Yin Bilibili T-mall Facebook Twitter InstagramYouTube Average
Participation Participation
Reference line Reference line
Fans Fans
Note: Chaiquanlaowaizi-Top-tier content curator in the gourmet area. His videos are notably popular on video site Bilibili due to its
erciyuan subculture, a term loosely referring to the virtual world of anime, comics and games.
Liziqi-famous content curator in the gourmet area. Her videos are artistic in nature, therefore drawing the attention of users from home
and abroad who long for pastoralist lifestyle. 15
WeChat and Facebook followership estimated. Participation rate (Jan-June 2019) =Average number of interaction/total number of follower;
Baseline is drawn by the average of participation rate and the number of followers.When cooperating with influencers, brands are more likely to get higher level of user engagements when
platforms resonate well with the influencers' target audiences.
Content created by Platforms chosen by
Participation Rate
Influencers brands
Video content targeting young
Platforms that resonate better with
audience and features the virtual Age of majority users on different
Influencers’ target audience earned
ACGN category platforms varies
better performances
Featuring ACGN, weaving popular scenes
from comics and dramas into video editing.
Sina Weibo Bilibili
Users aged between 18 and 30 Average age of users Sina Weibo Bilibili Average
account for 75% of all users 21 years old Participation Rate
Fans 0.17%
Reference line 0.41%
柴犬老丸子 1.05%
Chaiquanlaowaizi
Note: Report on 2018 Weibo User Development, Teleconference Record of Bilibili Financial Report in
August 2018
16There are many considerations for whether content creation will be influential.
Below is an example of our content creation checklist.
Note: The above chart is based on the analysis of focus group discussions across different generations. 173. Social GRP Helping brands evaluate the performance of social media marketing campaigns.
Introducing the Quanceng
The complexity of the social media landscape in China can be made clearer through understanding of Quanceng – a Chinese
term referring to how groups of social media users share common interest(s) or profession(s)
Below is an example of Quanceng overlapping and inclusion:
Definition: Quanceng refers to a group of people with
common interest(s) or profession(s). Consumers with many
different interests can overlap and be including in different
ACGN Quanceng Quancengs.
Quantification: the number of people in a
Quanceng can vary significantly; groups based around
Cartoon Quanceng generic interests (e.g. food) might be up to hundreds of
millions.
Implication: based on research, the suitable group
Cosplay Quanceng size for Quanceng measurement ranges from 50,000 to
“Pokemon” Quanceng 300,000 users.
Note: The volume of Quanceng based on Kantar cross industry data analysis reports in 2017-2018 19Neither brands nor influencers fall into only one fixed Quanceng.
Quanceng example of Chaiquanlaowanzi’s
Weibo Followers
Film and TV
entertainment，54%
ACGN，42%
Others，11%
Cats and dogs， 8%
Travel in popular cities，15%
Healthy food，22%
Note: For Chaiquanlaowanzi, its followers fall into different ‘Quancengs’ according to interest tags
defined by Weibo: movies and entertainment, ACGN, healthy snacks and gourmet, popular city tourist 20
guide, pet lovers.Quancengs evolve over time – from the initial enthusiastic followers, to those with lighter interest who
may eventually exit the Quanceng. Remaining participants will keep a good participation rate in
seeking content from the Quanceng.
Quanceng participants
Quanceng participants trend
An example of participants in the lifespan for coffee Quanceng Quanceng lifespan trend
High
Participation Rate
Middle
Low
Short Medium Long
Time of Engagement
Note: The effective sample size of the coffee Quanceng questionnaire: 61; the level of participation refers to the frequency of behaviour-
related interests or professional interaction through practice, search, discussion, browsing or reading, forwarding, like, purchase, etc. The
greater the number, the higher the participation level; time devotion refers to the time span from which the participant has been 21
continuously engaged in from the very first contact. The higher the number, the longer the time devoted.If we look at the lifespans of typical Quanceng, we can see that those who are actively seeking
knowledge are most likely to stay in the Quanceng longer - but their interest levels must be kept high
through new content.
Different type of participants in the lifespan
Knowledge-
seeking users
34~39%
Potential users Self-motivated
25~30% users
20~25%
New users
9~14%
Note: User number of different Quancengs are estimated based on 2017-2018 Cross-Industry Social
Media Data by Kantar’s CIC Intelligence
22It is important to have a good understanding of the audience of a Quanceng in order to develop
appropriate engaging content.
Different type of participants in the lifespan, taking coffee Quanceng as an example
Knowledge-seeking
users
Explore principles critical to the
coffee Quanceng, such as the
place of origin, type, processing
methods, the influence of roasting
temperature on flavor, etc.
Potential users Self-Motivated users
Prone to be attracted by fresh Disseminate knowledge to new Have the
and interesting information such users of the Quanceng, such as potential to be
as coffee-related fashion and exploration of special, boutique
culture, etc. coffee shops, making
upgraded to a
comparisons, etc. KOL
New users
Seek useful functions and
applications such as the
comparison of coffee tools, ways
of roasting, etc.
Note: User number of different Quancengs are estimated based on 2017-2018 Cross-Industry Social
Media Data by Kantar’s CIC Intelligence
23Participants pay attention to different influencers at different stages of a Quanceng lifespan... making it
important for marketers to understand their audiences.
Examples of coffee Quanceng influencers:
Knowledge-
seeking users
• 咖啡沙龙
（WeChat ID：coffeesalon2013）
• 咖啡人江承哲
(Runner-up of the World Coffee
Roasting Championship）
Potential users Self-Motivated
• ShanghaiWOW
users
(WeChat ID：shanghaiwow520）
• 咖啡研究所 • Potential Influencers
(Little Red Book ID：woojuu_bear） themselves
New users
• 咖啡工房
（WeChat ID：cafe_style）
• 咖啡精品生活
（WeChat ID：like_coffee）
Note: User number of different Quancengs are estimated based on 2017-2018 Cross-Industry Social
Media Data by Kantar’s CIC Intelligence
24Through better understanding the Quanceng as a measuring unit, Social GRPs can be calculated to
evaluate the reach and frequency of social marketing campaigns.
Reach rate
Percentage of Targeted
Quanceng
Quanceng%
Social GRP avg. Quancengm
Reach frequency
Quanceng ∁ Quancengn Quanceng Overlaps
Number of users reached
Average User Number
of Quanceng
Note: If the Quanceng from one of the user is not a targeted Quanceng for the evaluated
brand/campaign, this Quanceng is viewed as invalid and would not be taken into calculation.
25Our study suggests that the more Quanceng’s reached by a brand, the greater marketing effect of the
campaign... but a diminishing marginal utility/gain is also expected.
avg.
Assume that Influencers A-G participated in the marking activity of a brand. The target number of Quanceng is 20 and the average number of users is Quanceng. If
the overlaps of the TA’s Quanceng are the same, the marketing effects of Influencers reaching various Quancengs are showed below:
B Influencers Reach Rate Social GRP Social GRP
Multiplier Effect
A 10% 20 N/A
B 15% 120 6.0
C 20% 440 3.7
C D 25% 1,300 3.0
Quanceng marketing
E 30% 3,420 2.6
F 35% 8,400 2.5
Multiplier Effect
A G 40% 19,760 2.4
D
E
F G … Infinitely
close to 1
Social GRP
26The Quanceng and Social GRP can evaluate marketing performance and can predict effectiveness by
showing the overlap between an influencer and different Quancengs.
Examples of marketing activities of Chaiquanlaowanzi:
Influencer’s content performance for Starbucks Influencer’s content performance for Ramen Says
“Zongzi” promotion (an instant noodle brand) promotion
• Quanceng%: 23% • Quanceng%: 48%
• Social GRP: 12,985 • Social GRP: 390,816
Brand targeting Brand targeting
Quanceng includes: Quanceng includes:
• Starbucks • Instant noodles
• Coffee • Ramen
• Dessert • Instant food
• Cold drinks • Homemade cuisine
• Zongzi • Spicy Food
• Dragon Boat Festival • Otaku
• Etc…… • Etc…
Note: “Zongzi” is a traditional Chinese food for the Dragon Boat Festival. 27Lastly…
This year, Kantar has continued to analyze the changing social media landscape in China and to consolidate marketing pain
points. We can see that the rapid change of social media has made it imperative for the industry to set up a unified standard
measurement.
In addition, Kantar wants to raise the following considerations for social media marketing:
- Omni-Media
In spite of its dominance, Omni-media platforms have not replaced core or derivative media platforms, but we are witnessing a trend of media
platform integration in the development of social media landscape. The rise of Omni-media could make brands’ platform selection easier when
deciding on marketing investments, but makes communication more difficult to reach target audience precisely.,.
- The Use of Owned Media
The variety of owned social media in China has attracted a huge volume of users for brands and influencers to reach. In order to grab the
attention of as many target users as possible, brands and influencers need to select appropriate platforms, adapt content to fit platform’s
characteristics, create content with relevance and adapt campaigns across different platforms, in order to make your content stand-out.
- The Measurement of Quanceng
Kantar introduces the concept of “Social GRP”, which incorporates social characteristics into the “GRP” used in traditional media measurements,
and hopes it could be a valuable tool for brands to measure Quanceng and thus to evaluate the social media marketing performance.
If you have any suggestions or feedback, please feel free to contact the research and consulting experts of Kantar.
29About us Kantar’s CIC Intelligence enables enterprise to leverage the power of social media and Internet Word of Mouth for operational and marketing innovation. The company is the inventor of concept – IWOM and later Social Business to Chinese market. It provides social business intelligence from an objective, third- party perspective to global leading brands and agencies. For information about Kantar’s CIC Intelligence, please visit http://www.kantarmedia.com.cn, or follow us on Sina Microblog KantarMediaDivision and WeChat KantarMediaDivision. The above report is copyrighted by Kantar. All images used are from Getty Images and free online materials. If you have any needs of the content, please make reference to the source. Contact us: marketing.china@kantarmedia.com
Special thanks to members who assissted the white paper research
(in no particular order)
田新田 / KEVIN TIAN 关硕 / ANDY GUAN 朱雅楠 / JULIE ZHU
杨美华 / MIA YANG 彭徐庆 / ASSEM PENG 刘梦晓 / MENG LIU
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