CHINESE CONSUMER GET TO KNOW THE NEW - Inside the mind of the Chinese consumer
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EBOOK
REACHING CHINA
PART 2
GET TO KNOW THE NEW
CHINESE CONSUMER
Everything you need to know about the
new Chinese consumer, how their behaviors
have evolved with the pandemic and
how global brands can reach China
from anywhere in the world.
WEAREMiQ.COM
1
G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R THE BIG
K ETYRSETAT
NDS
K E Y S TAT S
IN THIS EBOOK YOU’LL LEARN
1 3
of people in China
did more online 42%
55%
1 What motivates the Chinese online shopper, traveler and shopping last year of consumers in China will increase their
entertainment viewer than they did in brick Singles Day (11.11) spend this year.
and mortar stores,
84% say they’ll
continue this trend 4
66%
2 How consumer behavior has evolved, and what you need to into the future.
know as China comes out of the pandemic
3 Tips for reaching the new Chinese consumer and turning of Chinese travelers will visit multiple
2
74%
destinations on their next vacation, almost
consumer insight into action to get the most from your
twice as many as the US, who prefer to
programmatic investment in China
stay in one place.
5
of people are subscribed to at least
two streaming services...
...their selection mostly driven by the
quality of recommendations for what
50%
of people intend to travel this year, but
the Chinese traveler likes to book their
they should watch next.
holidays last-minute, providing marketers
time to get in front of their audience
before they finalize their trip.
2 3
T HE ET TO
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G TNRTEENNDT S
Key stats 3 Introduction 7
1. Chinese shoppers G O TO S E C T I O N
How Chinese shoppers compare to the rest of the world 9
2. Online shopping festivals G O TO S E C T I O N
Shopping event spending in China will reach 12 How do Chinese consumers like to shop? 14
new heights this year
Spending on doubles day in 2020, by 13
age group
3. Chinese travelers G O TO S E C T I O N
What matters most for today’s 19 Home or away? Where Chinese travelers 21
Chinese traveler? prefer to go today
More is better. Chinese prefer to visit 20 Chinese consumers are last minute bookers 22
multiple destinations on their holidays
4. Chinese entertainment enthusiasts
CONTENTS
G O TO S E C T I O N
Chinese consumers are connected to the 25 Age influences content preferences more 28
most streaming services than anything else
What do Chinese consumers look for in a 27 Movie theaters are the first port of call for 29
streaming service? many Chinese consumers
5. Reaching the new Chinese consumer G O TO S E C T I O N
Reaching the new Chinese consumer 31 About MiQ 33
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Let’s talk about China, a country home to
1.4 billion people, the world’s largest middle class
and consumers who are fast-becoming global
trend setters.
We now live in a world, where The desire from Chinese up to date information for you
it’s almost unthinkable for consumers to shop, travel to better understand the new
global brands to set growth and use streaming services Chinese consumer.
strategies without China for their entertainment needs
featuring front and center. remains unchanged, but the We’ll show you how online
nature in which they do shopping trends are
However, like much of the has changed. changing, considerations
world, China felt the effects for Chinese travelers ahead
of the pandemic. China’s GDP More people are online than of their next trip and what’s
growth rate contracted in the ever before - one billion. driving entertainment
first quarter of 2020, the first And retail sales now occur preferences in China.
ever negative figure since more online than they do in
economic reform in 1978. brick and mortar stores. A And most importantly, how
transition made much sooner you can reach consumers in
But China has remained than consumers elsewhere, China through programmatic
resilient, consumers at the China in many regards are to act on these trends.
heart of the recovery. Retail leaps ahead in their digital
sales are already 9% higher in transformation. Let’s jump in.
the first half of this year, than
they were in 2019. The future That’s what this ebook is all
looks bright, yet different... about - giving you the most
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The pandemic may have during the year of lockdowns. So, what kind of research is
started sooner in China, We found 55% of Chinese taking place before shoppers
but the country came consumers moved their ‘add to cart’? Most will
to a standstill much like shopping online, a much consult at least 16 different
everywhere else in the world. faster rate compared to the sources of information on
People had no choice but to global average of 40%. brands and their pricing
adapt to the new normal, their over the course of three to
shopping behaviors changed, Chinese shoppers are five hours per week. It’s well
1
many of which remain spending more online, but considered. These trends are
active today. not haphazardly. 42% make likely to continue with 84%
sure to do their homework of these lockdown behaviors
In our survey earlier this year, prior to check out, whereas remaining long-after
we asked consumers about less than 30% of consumers the pandemic.
their shopping preferences in the US do this.
H O W C H I N E S E S H O P P E R S CO M PA R E TO T H E R E S T O F T H E W O R L D
CHINA U N I T E D S TAT E S G LO B A L Source: MiQ Sapio - July Study
P E R C E N TAG E O F R E S P O N D E N T S
EXPLORED ONLINE SHOPPING 37% 35% 3 9%
D I D A L A R G E R P E R C E N TAG E O F O N L I N E S H O P P I N G 55% 36% 3 9%
REDUCED NON ESSENTIAL PURCHASES 35% 34% 3 7%
Chinese shoppers
How Chinese shoppers compare to the rest of the world 9 REDUCED IMPULSE BUYING SHOPPING 3 1% 37% 36%
C O M PA R E D S I M I L A R P R O D U C T S B E F O R E M A K I N G
A PURCHASE / DID RESEARCH ONLINE BEFORE 42% 29% 3 2%
MAKING A PURCHASE
E X P L O R E D D I F F E R E N T B R A N D S C O M PA R E D T O
W H AT I W O U L D N O R M A L LY B U Y
25% 22% 24 %
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The holiday season; think Last year, Alibaba reported
Golden Week, Chinese New $74 billion in sales, 26% up
Year and Mid-Autumn Festival compared to 2019. The longer
are great opportunities for sale period, and the festival
marketers to reach consumers now being recognized by O F C U S TO M E R S
G LO B A L LY A R E
during peak shopping more e-commerce businesses
R E A DY TO S P E N D
periods, 28% of consumers provides marketers with MORE THIS
in China are ready to spend many opportunities to reach H O L I DAY S E A S O N
2
more during these periods consumers.
than they did last year.
And it’s important to note
But it’s not only the holiday that consumers in China
season, online shopping are motivated differently
festivals turn heads in China. by shopping events than
They have become large- global shoppers. While L A S T Y E A R , A L I B A B A R E P O RT E D $ 74 B I L L I O N I N
scale events, marked on Singles Day is much larger in S A L E S , 26% U P C O M PA R E D T O 2 019.
the calendar of many scale, comparable shopping
Chinese consumers. events such as Black Friday,
Cyber Monday and Back Source: MiQ Sapio - July Study
None come larger than to School won’t have the
Singles Day, also known as same profound impact on
Double 11. Started by Taobao, consumers as they do
Alibaba in 2009 they’ve in China.
moved from a one-day event
to large-scale events over
11 days.
Online shopping festivals
Shopping event spending in China will reach 12 How do Chinese consumers like to shop? 14
new heights this year
Spending on doubles day in 2020, by 13
age group
10 11
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S H O P P I N G E V E N T S P E N D I N G I N C H I N A W I L L R E AC H N E W H E I G H T S T H I S Y E A R S P E N D I N G O N D O U B L E S DAY I N 2 O20, BY AG E G R O U P
% INCREASED % DECREASED S TAY E D T H E S A M E Source: MiQ Sapio - July Study % INCREASED % D EC R E A S E D S TAY E D T H E S A M E Source: MiQ Sapio - July Study
P E R C E N TAG E O F CO N S U M E R S P E R C E N TAG E O F CO N S U M E R S
1 8 -24 Y E A R S 3 8% 22% 4 1%
GLOBAL 28% 3 4% 37%
2 5 -3 4 Y E A R S 5 1% 2 7% 22%
35-44 YEARS 37% 35% 28 %
U N I T E D S TAT E S 20% 35% 45 %
4 5 -5 4 Y E A R S 32% 36% 3 2%
55-64 YEARS 36% 36% 29%
CHINA 42% 3 0% 29%
65+ YEARS 20% 40% 4 0%
Looking ahead to this year’s equivalent shopping events, year, presenting marketers the items and high-end fashion say that they’ll spend less in Looking beyond Singles Day,
Singles Day, our research but to a much lesser extent. most opportunity for growth. apparel, contributing 56% of 2021 than they did in 2020. to broader shopping trends
shows 42% of shoppers will total spend in the in China. Our research shows
increase their spending this Customers are spending Younger generations, luxury category. Taking age into account a clear preference for fashion,
year, with that figure rising more during the holidays and aged, 18-24, will also show when marketing to Chinese home improvement, luxury
further for parents with online shopping festivals but considerable growth, with Older generations, those over consumers during the holiday and books.
children. Consumers in the it varies by age. Those 25-34 38% likely to spend more than 65, tend to be more careful and shopping festival season
US and around the world, will will increase their spend the they did last year. Both these with only 20% looking to will be an important factor in China hasn’t always preferred
also increase their spend on most, jumping 51% year over age groups like to buy luxury increase their spending. 40% your planning. online shopping but the
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pandemic has changed that. investment should follow.
Retail sales now happen more With so much research and
online, the first of any market consideration taken online
in the world to tip the scales in prior to purchase, these
favor of online vs. offline. And multiple digital touchpoints
it’s something that looks like it provide marketers with a
will be sticking around for chance to reach consumers
the future. before that final purchase
decision. And it’s worth it,
O N L I N E R E TA I L S A L E S A R E U P 18.5%
Chinese shoppers’ actions online retail sales are up 18.5%
Y E A R OV E R Y E A R D U R I N G T H E
speak volumes - ‘we prefer to year over year during the first-
F I R S T-T H R E E Q UA RT E R S O F 2021.
shop online’. So advertising three quarters of 2021.
H O W D O C H I N E S E CO N S U M E R S L I K E TO S H O P ?
M O S T LY O N L I N E M O S T LY O F F L I N E MIX OF ONLINE + OFFLINE N OT S U R E
P E R C E N TAG E O F CO N S U M E R S Source: MiQ Sapio - July Study
1 2%
21% 1 6%
29%
28%
3 0%
27 %
31%
3 0%
32%
25%
2 0%
CHINA U N I T E D S TAT E S GLOBAL
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CHIN E SEEBTI G T REELNED
R AV RS
There’s an age-old expression in 2019, one-fifth of global But what we found in our
in China: it is better to travel tourism expenditure and $120 report is that the love and
ten thousand miles than to billion more than international desire for travel in China
read ten thousand books. US travelers. A remarkable remains. No matter their
Over the past couple of amount when you consider budget or their age, this
decades Chinese travelers less than 15% of China’s remains intact. Although,
have taken this saying population traveled abroad in what’s important to them
quite literally. 2019. They are undoubtedly and their preferences have
3
the most lucrative travel changed. That’s what
At the turn of the millennium audience in the world. we’ve discovered.
just 4.5 million traveled
abroad, in 2019 that figure However, with the onset The biggest rebound from
stood at 170 million. Not only of the pandemic, travel the pandemic has been in
has the number of outbound preferences quickly turned leisure travel, this category
travelers increased, so has domestic. More Chinese showing the strongest
their spending. Chinese travelers choose domestic resurgence. Business travel is
travelers now lead the way in destinations now than they taking a little longer to return
the outbound travel market. did in 2019. A silver lining on a to normal levels, with China
subdued outbound behind other countries like
Chinese outbound tourists travel market. the US.
spent $277 billion overseas
Chinese travelers
What matters most for today’s 19 Home or away? Where Chinese travelers 21
Chinese traveler? prefer to go today
More is better. Chinese prefer to visit 20 Chinese consumers are last minute bookers 22
multiple destinations on their holidays
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CHIN E SEEBTI G T REELNED
R AV RS
Although a staggering 70% important considerations prior
of people are planning a to travel.
domestic holiday in the next
month, affluent audiences are So how do travelers decide
driving this forward. Chinese where to go, where to OF PEOPLE ARE
PLANNING ON
travelers are comfortable stay and what to do on
A DOMESTIC
booking non-refundable trips, holiday? Our research tells H O L I DAY I N T H E
determined to get away, but us that word of mouth is the NEXT MONTH.
they do take precautions. 59% most important source of
are paying attention to travel information. 25% meanwhile
advice and safety regulations, turn to online reviews and
much more than the global ratings, more than the global
audience, with only 40% travel average.
citing this as one of their most
W H AT M AT T E R S M O S T F O R TO DAY ’ S C H I N E S E T R AV E L E R ?
U N I T E D S TAT E S CHINA G LO B A L
T R AV E L E R S CO N C E R N S Source: MiQ Sapio - July Study
63% 59%
5 1%
40%
33% 3 2%
23% 22% 25%
PRICE AND DISCOUNTS S A F E T Y A N D G OV E R N M E N T AVA I L A B I L I T Y D U R I N G
RESTRICTIONS C E R TA I N DAT E S
3 1%
2 1% 22% 25%
16 % 20%
12 % 9% 14%
R E F U N DA B L E B O O K I N G S AC C E S S T O S P E C I F I C S E RV I C E S / T R AV E L E R R E V I E W S
A M E N I T I E S ( W I F I AVA I L A B I L I T Y, R O O M
S E RV I C E , A I R P O RT T R A N S F E R , E TC )
18 19G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R TH
CHIN E SEEBTI G T REELNED
R AV RS
M O R E I S B E T T E R . C H I N E S E P R E F E R TO V I S I T M U LT I P L E D E S T I N AT I O N S O N T H E I R H O L I DAY S H O M E O R AWAY ? W H E R E C H I N E S E T R AV E L E R S P R E F E R TO G O TO DAY
U N I T E D S TAT E S CHINA G LO B A L DOMESTIC B OT H I N T E R N AT I O N A L
P E R C E N TAG E O F CO N S U M E R S Source: MiQ Sapio - July Study P E R C E N TAG E O F CO N S U M E R S Source: MiQ Sapio - July Study
DOMESTIC B OT H I N T E R N AT I O N A L
59%
20%
0%
S TAY AT A S I N G L E P L AC E 32% 65+ YEARS 80 %
52% 23%
5%
55-64 YEARS 73%
3 4%
14 % 3%
T R AV E L I N G B E T W E E N 4 5 -5 4 Y E A R S 81%
M U LT I P L E L O C AT I O N S
66%
43 % 20%
6%
35-44 YEARS 73%
7%
5%
2 5 -3 4 Y E A R S 70% 23%
UNDECIDED 3%
9%
5% 1 8 -24 Y E A R S 63% 25%
It’s notable that two-thirds of Chinese travelers, who like safety still high on the agenda, It’s expected that outbound sense domestic travel has of people agree. This will
Chinese travelers visit multiple to stop-off at many places most prefer to stay in hotels, tourism will take more spiked. For now, marketers however change imminently,
destinations on a single trip. and are comfortable with it provides a better sense of time to recover in China, a should point their efforts in and marketers will need to
Global travelers tend to visit traveling between locations. security and health measures preference that reflects the this direction. At this time, prepare well ahead of this, as
one place on their holiday, They enjoy exploring local as compared to Airbnb. current travel restrictions on 24% of global consumers are 20% of consumers said they’ll
this is far from true for the food and culture. And with international movement. So ready for international trips, be actively seeking to travel
with few alternatives, it makes although in China only 5% abroad again in 2022.
20 21G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R TH
CHIN E SEEBTI G T REELNED
R AV RS
C H I N E S E CO N S U M E R S A R E L A S T M I N U T E B O O K E R S
Y E S , I H AV E P L A N N E D B U T N OT B O O K E D Y E S , I H AV E P L A N N E D A N D B O O K E D
N O, I H AV E N OT Y E T P L A N N E D O R B O O K E D
P E R C E N TAG E O F CO N S U M E R S Source: MiQ Sapio - July Study
The big question for global
brands looking to reach
3 6%
Chinese consumers is how
GLOBAL 38%
they reach them before
2 6% itineraries are set in stone.
23%
U N I T E D S TAT E S 42 %
35%
50%
CHINA 35%
1 6%
The biggest question we’re Our report shows us that half common in China than other
often asked from marketers of travelers who intend to places, for instance, less than
is when should I be reaching travel in the next six months a quarter of people in the US
the Chinese traveler? How are yet to book their trip, follow the same behaviors as
long before travel decisions leaving plenty of room Chinese travelers.
are set in stone, and how for marketers to influence
much time is spent planning Chinese travelers ahead of
and researching before their their booking decision. Last-
trips are booked? minute booking is much more
22 23G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R TH
C H I N E S E E N T E RTA I N M E N T EE N
B TI G
HUTR
S IEANSDT S
The Chinese love of people in China are More than two-thirds of
entertainment. Whether accessing two or more online subscribers have already
it comes from TV, movies, streaming services, spending made the decision to renew
their mobile devices or on average $15 a month their plans in the coming year.
other mediums, we know on subscriptions, a figure Online streaming is not
that their screens are always much higher than the global going anywhere.
on, always glowing. 74% average.
4
C H I N E S E CO N S U M E R S A R E CO N N E C T E D TO T H E M O S T S T R E A M I N G S E RV I C E S
U N I T E D S TAT E S CHINA G LO B A L
N U M B E R O F S T R E A M I N G S E RV I C E S Source: MiQ Sapio - July Study
ONE TWO THREE MORE THAN THREE NONE
16 % 2 1% 17 % 2 0% 26 %
13 % 34% 20% 2 1% 13 %
Chinese entertainment enthusiasts
Chinese consumers are connected to the 25 Age influences content preferences more 28
most streaming services than anything else
What do Chinese consumers look for in a 27 Movie theaters are the first port of call for 29
streaming service? many Chinese consumers
2 1% 27% 17 % 14 % 21%
24 25G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R C H I N E S E E N T E RTA ITNHME EBNI G
T JTURNE K
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Choice is a big deal with consumers in China rely on a study looking at the future W H AT D O C H I N E S E CO N S U M E R S LO O K F O R I N A S T R E A M I N G S E RV I C E ?
Chinese consumers. 49% of recommendation systems of international consumers U N I T E D S TAT E S CHINA G LO B A L Source: MiQ Sapio - July Study
Chinese consumers prefer to help them pick their and found that 35% of
subscriptions that give them next show compared to Chinese audiences weren’t P E R C E N TAG E O F CO N S U M E R S
flexibility to choose their only 19% in the US. They’re comfortable with sharing their
UNITED STATES CHINA GLO BAL
content and pricing plans, happy being guided by television viewing data. This
compared to less than 35% of their previous watches and has turned on its head, thanks
consumers globally. Choice algorithms to inform what to to digital acceleration Chinese FLEXIBLE PRICING OPTIONS
also means making decisions watch next. entertainment viewers
(I.E THE ABILITY TO PAY ON A 44% 47% 4 5%
MONTHLY OR YEARLY BASIS)
and Chinese audiences like are actively looking for
a helping hand to find their Although this wasn’t always recommendations to shape
next go-to show. 39% of the case. In 2019, we released their next move.
AVAILABILITY OF SPECIFIC
CONTENT THAT MAY BE
EXCLUSIVE TO SPECIFIC
42% 42% 4 1%
STREAMING SERVICES
ORIGINAL CONTENT 32% 36% 3 7%
CUSTOMIZABLE CONTENT (I.E
THE AB ILITY TO CHOOSE AND
ONLY PAY FOR THE CHAN 32% 49% 34%
NELS / CONTENT YOU WANT
TO WATCH)
RECOMMENDATION
SYSTEMS (CONTENT
SUGGESTIONS BASED ON
19 % 39% 24%
YOUR PREFERENCES)
SEASONAL CONTENT
(SPOR TS E VENTS)
13 % 25% 16 %
OTHER 7% 0% 4%
26 27G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R C H I N E S E E N T E RTA ITNHME EBNI G
T JTURNE K
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As with many of the online the ability to chop and streaming services. This is in China show light at the to 60% among Chinese has increased and is here to
shopping and traveler change their plans based on good news for marketers. end of the tunnel. Chinese consumers. They are choosing stay, but consumers in China
trends we’ve discovered, their custom content needs consumers are prepared to to dine-out afterwards. 52% are looking to a future of
age plays its part in China’s are their preferences. The pandemic has certainly step away from their screens meanwhile are ready to visit entertainment happening
entertainment viewing habits. motivated many to turn to at home, and go to the adventure or water parks and outside their homes.
Older generations are less There are certainly more online entertaining viewing, movies, watch sporting 40% want to support their
motivated by flexible pricing younger generations using since there weren’t many events or travel to music team at sporting events.
when choosing their online online streaming services. But other alternatives. But that’s concerts, all now providing
streaming services, more we see the older generations not the only way people in viable alternatives. Only 8% of people we
devoted to the availability of that are driving the growth China now look to get their surveyed in China don’t plan
accessing content that meets curve, they’re the ones entertainment fix. Just 44% of people globally to go out in the coming
their specific needs. It’s the switching to OTT mediums are ready to settle in and months for their entertainment
opposite for the younger of entertainment and The easing of lockdown watch a movie in the theaters needs. There’s no doubt
generations. Flexible pricing, getting connected to online measures and restrictions again, but that number rises that online entertainment
AG E I N F LU E N C E S CO N T E N T P R E F E R E N C E S M O R E T H A N A N Y T H I N G E L S E M OV I E T H E AT E R S A R E T H E F I R S T P O RT O F C A L L F O R M A N Y C H I N E S E CO N S U M E R S
1 8 -24 Y E A R S 25 -34 Y E A R S 35 - 4 4 Y E A R S 4 5 -5 4 Y E A R S 55 -6 4 Y E A R S 6 5+ Y E A R S U N I T E D S TAT E S CHINA G LO B A L Source: MiQ Sapio - July Study
P E R C E N TAG E O F CO N S U M E R S Source: MiQ Sapio - July Study P E R C E N TAG E O F CO N S U M E R S
U N I T E D S TAT E S CHINA G LO B A L
C U S TO M I Z A B L E C O N T E N T 34% 57% 5 4% 46% 27% 2 0% M OV I E T H E AT E R S 40% 6 1% 44%
A DV E N T U R E PA R K S /
FLEXIBLE PRICING 29% 52% 3 2%
OPTIONS
34% 53 % 49 % 44% 45 % 40% WAT E R PA R K S
E N T E RT I A N M E N T V E N U E S
MUSIC CONCERTS 2 8% 29% 25%
CO N T E N T P R E F E R E N C E
AVA I L A B I L I T Y O F
SPECIFIC CONTENT
31% 43% 44% 46% 48 % 80 %
SPORTING EVENTS
( S TA D I U M S O R L I V E 22% 40% 24%
S T R E A M I N G AT S P O RT S B A R S )
R E C O M M E N DAT I O N
S YS T E M S
39 % 37% 42 % 35% 46% 60% C U LT U R A L PA R A D E S /
C O N V E N T I O N S (CO M I C
- CO N S , E 3 G A M I N G
16 % 20% 17%
CO N V E N T I O N , E TC )
ORIGINAL CONTENT 44% 32% 35% 38% 32% 2 0%
GAMING ARCADES 13 % 3 8% 17%
I DON’T PLAN TO
SEASONAL CONTENT 19% 2 6% 24% 25% 3 4% 2 0% VISIT OFFLINE 33% 8% 26 %
E N T E R TA I N M E N T V E N U E S
28 29G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R R E AC H I N G T H E N E W C H I NTEHSEE BCO
I G NTSRUE M
NDE RS
Reaching the new Chinese consumer
Reaching the new Chinese marketing effectiveness
consumers presents in China.
global brands with an
unprecedented growth Whether you’re looking
opportunity, and marketers to scale in China with
5
are increasingly turning to programmatic for the first
programmatic to reach them. time, action the insights
from our report or seeking
With 1.4 billion people, the a fresh approach in the
world’s largest middle class market, here are some of our
and consumers who are top programmatic tips for
fast-becoming global trend reaching the new
setters, programmatic brings Chinese consumer.
precision at scale essential for
It’s clear that Chinese consumers are diverse and different from those around the
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world. Choose a partner that can help you curate audiences to meet your exact
AU D I E N C E TA R G E T I N G I S targeting needs. One that sources audience data from China’s most popular apps,
A L L- I M P O RTA N T and has that data integrated with China’s leading DSPs to fuel your programmatic
targeting. With consumer trends rapidly changing, it’s important for you to target
the right audience.
Chinese consumers are now online, more than ever before. In 2020, 76% of total
ad spend in China was digital, more than any other market in the world. And
B E D I G I TA L , B E digital is synonymous with mobile. At MiQ, mobile in-app ad formats, across
Reaching the new Chinese consumer MOBILE FIRST display, video and native represent more than 90% of the vast daily bidding
opportunities we see through our Chinese platforms. To reach your audience it’s
important to do so on their terms, on their online devices of choice.
Reaching the new Chinese consumer 31 About MiQ 33
Technology giants Google, Amazon, Facebook that we’ve become accustomed to
using to reach our target audiences in the West aren’t prominent in China, instead
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replaced with local players, engineered to meet China’s exact specifications. For
LO C A L W O R K S B E T T E R
unfiltered access to the best inventory, data, ad verification and measurement
T H A N G LO B A L
solutions in China, and by default the new Chinese consumer, ensure you have
local partnerships at the heart of your programmatic activation. This way you’ll be
close to the ground even if you’re far away.
30 31G E T TO K N O W T H E N E W C H I N E S E C O N S U M E R R E AC H I N G T H E N E W C H I NTEHSEE BCO
I G NTSRUE M
NDE RS
Success measurement in China is different from the West, with 27% of global
M E A S U R E Q UA L I T Y, N OT marketers citing measurement inconsistency as their top concern in China. Look
O N LY Q UA N T I T Y to partners that go-beyond, to translate your business goals into authentic
programmatic results and insights to better inform future strategy.
61% of global marketers who make decisions about their programmatic
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investment in China identify a lack of local market knowledge as a major
WORK WITH A TRUSTED roadblock. 52%, meanwhile, are worried about their reputation if they get it
PA RT N E R wrong. China is different but it doesn’t have to be that different. Working with a
partner that understands China’s programmatic ecosystem and your marketing
objectives in equal measure is important, and that’s the partner we aspire to be.
ABOUT MiQ
We know reaching consumers in China can be hard. We’re MiQ, a programmatic media partner for marketers
and agencies. We connect data from multiple sources to
And we know programmatic success in China doesn’t come
do interesting, exciting, business-problem-solving things
overnight, it’s a journey. We’ve spent more than three years for our clients. We’re experts in data science, analytics and
in the market and are still learning its intricacies. But we’re programmatic trading, and we’re always ready to react and
solve challenges quickly, to make sure you’re always spending
passionate for what the future holds, to help marketers your media investments on the right things in the right places.
turn China’s huge growth opportunity into huge
Please visit us wearemiq.com
programmatic addressability.
Discover how we can help you connect with one of the
largest markets in the world from anywhere in the world.
Get in touch.
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