B2C

a quick guide by totem media

The problem to be solved.

the two biggest platforms - wechat & Weibo - get most of the attention in

discussions on social in china. there is however a growing number of important

supporting players, representing the next wave of social. we have prepared short introductions to a few that we

think are interesting;

About this presentation

- nian

- pianke

- jue-so

- momo

- Qyer

- p1

- guokr

- douban

- zhihu

- weishi

- meipai

- papa

- demohour

- meilishuo

- chanyouji

- bread trip

Source CNNIC, China Internet Development Report (Jan 2014)

microblog users

Source CNNIC, China Internet Development Report (Jan 2014)

+ 100m Overseas

wechat users

Total social media users top 550m

2007-2014 social media (monthly) unique visitors

Source: iResearch

100

200

300

400

500

2007 2008 2009 2010 2011 2012 2013

000,000

2014

600

Social media

Online video

Seven+ Hours Per Week

Social First in User Time

ecommerce

News

other

5%

5%

search

games

28%

26%

18%

9%

8%

25online per weekhours

78% mobile69% Desktop47% laptop

social landscapes

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND

Source: Harvard Business Review, Dec 2010

US - Social Loyalty Loop

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND

China - Social Ecosystem

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND

China - Social Next Wave

key social sites

WeiboTwitter-like micro blog in China for info sharing and communication among all Chinese.

Launch Date:  August, 2009Registered Users: 536 million (Updated Mar 2013)

MAU: 156.5 million (Updated June 2014)

DAU: 69.7 million+ (Updated June 2014)

Audience Profile: - T1-T3 and generally educated mass

Purpose of Usage: - Build open social networking- Info sharing & communication platform- Key functions: Follow, repost, comment, like &

private messages- Official info release

Mobile App

Source: Sina Financial Report Q1, 2013/ Q2, 2014

WeChatWhatsApp-like China instant messaging app owned by Tencent.

Launch Date:  January, 2011Registered Users: 600 million (Updated Nov 2013)

MAU: 438 million (Updated June 2014)

Audience Profile: - Mobile savvy mass

Purpose of Usage: - Build private social networking- Instant messaging- E-commerce: online shopping; group-purchase;

gifts; movie tickets; dinning payments; taxi reservation…

Message list Discover My Wallet

Source: WeChat Financial Report Q2, 2014 http://daqing.house.qq.com/a/20140716/025228.htm

DoubanOne of China’s longest serving social networks, Douban is very focused on “interest based” social and communities related to arts, music, books and films.

Launch Date:  March, 2005Registered Users: 75 million (Updated Sept 2013)

Daily PV: 210 million (Updated Sept 2013)

Audience Profile: - Creative and art lovers- Most professional entertainment critics- Creators and passionate lifestyle gurus

Purpose of Usage: - Douban FM for personalised music- Douban Reading for digital reading service- Douban Music for music sharing and

recommendation- Douban Location for offline activities- Douban Group for gather-together of like-minded

peopleDouban Reading Douban Film

Source: http://www.ifanr.com/news/372844

MOMOOriginally similar to WeChat, Momo started as a WhatsApp-like messaging app. It has evolved into more of a location-based friend finding application (read dating app).

Launch Date: Aug, 2011Registered Users: 148 million (Updated in June 2014)

MAU: 52 million+ (Updated in June 2014)

Groups: 3,560,000 Updated in June 2014)

Audience Profile: - 70% are male- 82% are between 19-32 years old- Young, creative people who like discovering new

things & making new friends

Purpose of Usage: - Send image/video/audio to others in your area- Discover the world around you based on your

location in real-time- Explore neighbourhoods, join or start community

groups and create your own group eventsLBS based Activities Groups

Source: http://www.immomo.com/newsroom/3108.html http://www.gamelook.com.cn/2014/08/174649

Discover

WeishiVine-like “8-second” short video sharing community owned by Tencent.

Launch Date: Sept., 2013Registered Users: 24 million (Updated in Early 2014)

MAU: 8 million (Updated in Early 2014)

Audience Profile: - Youth with higher education background- 18-29 years old- Young parents

Purpose of Usage: - Shoot short video with background music, mv

effect, watermark…- Sharing fun and happiness with friends on

other social media platforms

Homepage ChannelsPopular

Source: Weishi internal report, March 2014

PapaInstagram-like China audio + photo sharing app, with audio as focus.

Launch Date: Oct, 2012Registered Users: 30 million (Updated in Early 2014)

Audience Profile: - Post-90s in 1st & 2nd tier city- Love vocal expression

Purpose of Usage: - Take pictures & record voice- Story telling, life recording- Sharing with friends on other social platforms

Homepage MessagesDiscover

Source: http://news.pedaily.cn/201406/20140628367857.shtml

MeipaiVideo sharing app (similar to “Vine”) to create, edit and share short videos. Owned/operated by Meitu.

Launch Date: April, 2014(Meitu)Registered Users: 740 mil (Updated in Aug 2014)

(Meitu)Mobile Users: 581 million (Updated in Aug 2014)

(Meitu)MAU: 174 million (Updated in Aug 2014)

Audience Profile: - Post-90s in 1st & 2nd tire city- Young parents

Purpose of Usage: - Take short video- Make MV with great effect and background music

Popular FriendsExplore

Source: http://www.heb.chinanews.com/tzlc/201408181826.shtml

ZhihuChina’s biggest Q&A social networking platform (Quora-like) - focused on topics related to advertising, IT and professional businesses.

Launch Date:  January, 2011(PC)Monthly UV: 50 million (Updated Feb 2014)

Mobile Users: 4 million+ (Updated Feb 2014)

Audience Profile: - Internet & IT industry professionals- Knowledgable and thorough on facts- Students and well educated adults

Purpose of Usage: - Build networking- Key functions: Q&A- Summarise excellent answers for each

question, like “Wikipedia”

Zhihu App Zhihu Daily

Source: Zhihu Internal Report, April 2014

BaidutiebaOnline BBS - covering a wide variety of topics/interests (entertainment, travel, business, sports…).

Launch Date: Dec., 2006Registered Users: 1 billion (Updated in July 2014)

MAU: 300 million (Updated in July 2014)

Theme Bar: 8.2 million (Updated in July 2014)

Audience Profile: - Grass roots in their 20s-30s- It claims itself as the “biggest online community

in China”

Purpose of Usage: - Posts organised by various interest/categories- Create, follow, & contribute to posts you like- Brand station for online communication with

users

Post Bar Verified Brand Bar

Source: Baidu Internal Report, 2014

BaidubaikeWikipedia-like online platform. An online encyclopaedia for Chinese info in all areas.

Launch Date:  April, 2006Registered Users: 1 billion (Updated in Early 2014)

MAU: 300 million (Updated in Early 2014)

Audience Profile: - Grass roots in their 20s-30s

Purpose of Usage: - Online encyclopaedia edited & updated by

netizens- Provide definitional information- Info sharing, likes & favourite

Vocabulary Entry Create an Entry

Source: Baidu Internal Report, 2014

NianA site for personal goal setting and achievement (ie. losing weight, doing a trip around the world…etc). Users write a daily diary and share with supporters & friends to help achieve goals.

Launch Date: Sept., 2013Registered Users: 109,900 (Updated in Aug 2014)

Average Daily IP: 21,000 (Updated in Aug 2013)

Audience Profile: - Youth with higher education background- Idealist and passionate about travel and

discovery

Purpose of Usage: - Update everyday or account will be disabled- Remind people to persist in ideals- Post pictures and articles or update status of

dreams and ideals

Discover

Source: http://nian.so/; Company Internal Report, 2013

PiankeStory creation, listening and sharing. Pianke is focused on inspiring crowd-creation of stories.

Launch Date: Oct 2012Registered Users: 0.1 million (Updated in May 2013)

Average Daily IP: 12,000 (Updated in Sept 2013)

Audience Profile: - Artistic youth and culture lovers - Post - 90s

Purpose of Usage: - Write & share- Find inspiration- Listen to articles with music uploaded by other

users

Ting Page

Writing Page Ting Page

Source: http://cn.technode.com/post/2013-05-21/40051293687/; Company Internal Report, 2013

MeilishuoFemale fashion & shopping sharing community - originally designed on Pinterest model. Its grown into a full shopping guide & social E-commerce platform.

Launch Date: Nov, 2009Registered Users: 10 million+ (Updated in June 2014)

Average Monthly IP: 6 million+ (Updated in June 2014)

Audience Profile: - 18 35 years old- 70% are post 85s & post 90s- Female fashionistas in 1st & 2nd tier cities- Have a good taste for fashion trends, skincare…

Purpose of Usage: - Social shopping experience - Online shopping guide- Sharing fashion trends & clothing matching

experience- Follow others for more fashion info

APP: Homepage Personal Homepage

Source: http://www.comon.cn/html/2014/interview_0901/1345.html

APP: Search Page

JueKickstarter-like China crowd-funding online social platform for artistic and creative projects.

Launch Date: July, 2011Registered Users: 80,000 (Updated in Mar 2014)

Daily PV: 200,000 (Updated in Sept 2013)

Audience Profile: - Culture and art lovers - Real appreciation to the hand crafted works

Purpose of Usage: - Raise money- Sell products- Share ideas and hand-made products- Find business opportunities

Campaign Page

Source: Jue Internal Report, 2014

DemoHourIt started as a Kickstarter-like crowd “funding” site, but has changed to focus on pre-sales of innovative, new products.

Launch Date: May, 2011Registered Users: 5 million (Updated in Aug 2014)

Distributor Number: 1,000 (Updated in Aug 2014)

Audience Profile: - 18~30 years old- With higher education background- Interested in high-tech products

Purpose of Usage: - Limited time pre-sale of excellent smart

products with discount- Help distribution channel with ultra low-cost

stock- Help to build brand awareness

Product Recommendation Product Page

Source: http://www.tmtpost.com/126766.html

vertical networks

P1.cnInvitation only social network for affluent young urbanites (in BJ, SH…) focused on fashion & events.

Launch Date:  October, 2007Registered Users: 3 million+ (Updated in Nov 2013)

Audience Profile: - Young, urban professionals (19-30yrs)- Party goers and lifestyle gurus

Purpose of Usage: - Build private and real networking- Share lifestyle, common values and interests - Key functions: (membership can only be invited)- Post articles and photos, response to others- Participate in events

Street Style Guide Events Gallery

Source: http://cn.technode.com/post/2013-11-05/p1-com/

GuokrTech-themed social website aiming at youth tech talents with IT, science, innovation content.

Launch Date: Nov., 2003(PC)Monthly UV: 63 million (Updated in Feb 2014)

Mobile Users: 5.5 million+ (Updated in Feb 2014)

Audience Profile: - Urban tech enthusiasts - Sci-fi lovers- Startups and digital/mobile professionals - Well educated young adults

Purpose of Usage: - Follow theme stations & groups- Read and share interesting content - Raise questions, or provide reliable answers

Guokr Group MOOC

Source: Guokr Internal Report, 2014

travel sites (social)

for travel

Itinerary sharing

Ratings & Reviews

Reviews (Q&A)

Purchase

And overseas engagement

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND

ChanyoujiSocial platform for sharing itineraries, suggestions and other notes for travel.

Launch Date: May, 2012Registered Users: 300,000 (Updated in June 2013)

Audience Profile: - Travel and photography lovers- Post 80s/90s

Purpose of Usage: - Take note of beautiful thing in trip- Share and recommend- Provide travel guidelines to other users

Itinerary Record

Source: http://www.csdn.net/article/2013-06-27/2816030-chanyouji-wangyishan-interview

BreadtripTravel notes and itinerary recording social platform.

Launch Date: May, 2012Registered Users: 20 million (Updated in May 2014)

Audience Profile: - Young Backpackers - Post 85s - 90s- Idealist and artistic

Purpose of Usage: - Take note of beautiful thing in trip- Share and recommend- Create your own travel doc- Provide travel guidelines to other users

Itinerary Record Food Recommends

Source: http://news.ifeng.com/a/20140522/40409964_0.shtml

QYERProfessional, overall and practical outbound tourism social platform in China.

Launch Date: Feb, 2002Registered Users: 10 million+ (Updated in June 2014)

Average Monthly IP: 6 million+ (Updated in June 2014)

Audience Profile: - Strong family supported overseas students- High income oversea travellers - Love showing off and being the trend leaders

Purpose of Usage: - Take note of beautiful thing in trip- Share and recommend- Provide travel guidelines to other users- Tickets & accommodation booking with discount

Guidebook UGC Travel Plans

Source: http://www.15yan.com/topic/ke-ji-de-wen-yi-fan-er/hsIURH2RAv0/

Chris Baker, Managing DirectorEmail: chris@totemmedia.netTwitter/WeChat: Talktototem