whats driving auto buzz (english)

© 2007 CIC

What’s Driving Auto Buzz:An overview of Internet Word of Mouth around automobiles on Chinese online message boards (BBS)

November 6, 2007

2Data source: CIC Automobile Practice, 2007 Q2© 2007 CIC

BACKGROUND

• IWOM is increasingly important to marketers because it serves as both a significant influence on consumer decisions and a source of consumer insight.

• The purpose of this study is to provide a taste of the Internet Word of Mouth (IWOM) for the mainland China automotive industry.

• The systematic analysis used in this study is based on 15,618,268 BBS (online message board) messages from mainland China related to automobiles written by 468,430 unique users for the period of April 1-June 30, 2007.

• The discussions were mined using CIC’s proprietary data collection and text mining tools and methodology.

* This study was conducted independently and is not sponsored by any manufacturer or any organization.


IWOM CulturePopular online community activities such as “fubai” (腐败) and “homework” (作业 )

encourage consumers to share detailed experiences and opinions about particular models both online and offline.

The pervasiveness of net language is demonstrated by over 50% of all Ford Focus mentions referring to English or Internet nicknames (for example FKS) instead of its official name, (福克斯), offering implications for search engine marketing

Manufacturer Brand IWOMChinese local brand Chery leads the overall manufacturer buzz volume with 107,151

mentions; “Pure” Chinese manufacturers account for seven out of the top ten slots; Chinese

brands’ strong association with its models helped drive their buzz Chery buzz is driven by nationalistic pride and admiration of the overall brand. Chery

saw noticeable spikes in buzz coinciding with Shanghai Auto Show and announcements related to new model release and overall company performance.

Model IWOMFor individual model buzz, Ford Focus from Changan Ford-Mazda dominates with 3.5%

of all model mentions among the 430 models tracked for this studyTalk about Focus Interior was a unique major buzz driver compared to other models. Interest in safety spiked when results from China New Car Assessment Programme (C-

NCAP) safety test for Focus were released –during this time, Focus’s safety buzz increased 5 fold.

SUMMARY OF LEARNINGS

Automobile IWOM Culture In China


Definition: Content including text and multimedia related to companies, products or services shared by netizens, including brands and consumers, via online community platforms such as BBS (online message boards), blogs and video sites.

BBS Blog Video-Sharing

WHAT IS INTERNET WORD OF MOUTH (IWOM)?

…Suggest not buy XX model until the engine problem is fixed.

The DIY applications of ZZ model What’s the impact of price

reduction and new car launch to auto market in March?


34,661,000 Chinese bloggers (25.3%)* 50,553,000 regular BBS users (36.9%)*

IWOM HAS MASSIVE REACH

3.311.2 15.0 19.6

46.2 50.6

2001 2002 2003 2004 2005 2006

15.8

34.7

2005 2006

*Data Source: The 19th Statistical Survey Report on the Internet Development in China by CNNIC, January 2007

*Data Source: The 20th Statistical Survey Report on the Internet Development in China by CNNIC, July 2007

*162,000,000 Internet users in China

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Internet User in China (Unit-million)

Regular BBS User Online (Unit-million) Regular Blog User Online (Unit-million)


IWOM BRINGS COMPLEXITY TO COMMUNICATIONS: Consumers are gaining influence

InfluenceShape ReshapeIWOM

Mainstream Media

BillboardTVC

Newspaper & Magazines

Blog

Video Sharing

BBS

Consumers have their own media in blogs, BBS and other community platforms that can both amplify and influence traditional media as well as reflect and influence consumers themselves.


UNIQUE NETIZEN LANGUAGE: The presence of online culture is represented by a unique lexicon

腐败 / FB : offline activity of car owner

大虾 / DX: the honorific title for car expert, especially for males

领导 (leader): nickname for male car owner’s wife, girlfriend and daughter

作业 (homework): new car owners’ user experience articles

屁股 (butt): tail end of a car

美容 (beauty): car decoration and DIY

Common Net Language on Automobile E-community

FAW-VW: 一汽大众一气大众 17大众 FAW-VW 17DZ 17VW

Audi: audi 奥迪四个圈 0000 oooo 四环素

Ford Focus: 小福(little Fu), 福福(Fu Fu), FKS, FCS

Toyota Camry: 凯美瑞 camry KK KMR CMR 凯凯(Kai Kai)

Gearbox: 变速器变速箱波箱 gearbox

Automobile Net Language

FKS= Focus: the Chinese name for Ford Focus is “福克斯” or in pinyin “Fu(福) Ke(克) Si(斯)”, hence FKS.

Sample Explanation


MASSIVELY POPULAR NICKNAMES: practical implications for Search Engine Marketing

*A single post may have more than one mention of an official name or nickname

When referring to Ford Focus, netizens use nicknames or its English name over 50% of the time. For example, a search for "FKS" on each Baidu or Google will yield 8 out 10 results referring to Ford Focus. None of the results refer to any official Ford site and many refer to BBS articles. Neither page has contextual text advertisements (i.e. AdWords).

Search Engine Marketing (SEM) experts suggest that 80% of users who do not find the desired search results on the first page will not go to the second page so it's critical for a brand to appear in first page search results, paid or unpaid. Clearly, this is a missed opportunity for Focus SEM.

Focus Nickname Buzz Share in Q2,2007

Case Study

49.9%

25.3%

15.2%

9.2%0.4%

0.2%

福克斯

小福

FKSFocusFCS福福

Data Base: 237,699 Focus posts in Q2,2007

49.7%

http://www.baidu.com/s?ie=gb2312&bs=%D0%A1%B8%A3&sr=&z=&cl=3&f=8&wd=FKS&ct=0

http://www.google.cn/search?q=FKS&hl=zh-CN&lr=&nxpt=20.965523572347939884025


FB (short for “fubai” or 腐败): The original meaning of fubai is "corrupt." Within auto forums, the term is used to refer to the netizens spending their own hard-earned money to enjoy life to go out to eat and travel.

“FB” activities help to build a tight knit club for specific models filled with the most passionate fans and owners. Such clubs provide an excellent channel for brands to understand consumers better as well as communicate with them more closely.

Sharing “FB” experienceInitiating “FB” activity

帖子示例: “活动口号:发掘一切可以腐败

地地点! 大家积极报名！”Quote: “The event slogan: Searching for every possible place for FB event! Please register quickly!”

帖子示例: “活动很棒，和大家分享一下活

动照片，以饲没去成的朋友！”Quote: “The event is brilliant, I will share the event photos for those who missed it.”

“FB” (腐败): when fan driven online auto clubs meet offline to share experience


“HOMEWORK” (作业): owners show off their cars and share user experienceSome car owners do “homework” or “功课” like uploading pictures of their cars to show off their purchases. Many car buyers in China are first time car buyers and likely are the first person in their family to own a car. Purchasing a car is a new rite of passage into the middle class that should be well documented.

Other consumers do homework to share their detailed experience to help fellow consumers make more informed decisions. Such content, written by netizens “like you and me,” can come across as much more credible, influential and definitely more informative than the flood of marketing messages presented by manufacturers, especially when potential buyers are looking for detailed information and suggestions.

帖子示例: “我的车跑了两千多公里，里程表都不显示了，刹车处有

略显清脆的响声，想尽快做首保了。”Quote: “My car has run for more than 2000km, the odometer cannot display the right number, and the brake has a very strange noise. I want to have the first maintenance soon. “

帖子示例: 感觉比日、韩车同等档次的车型要稳重，室内装饰朴素

大方，质感不错，配置一般

Quote: It [Polo Jinqing] feels more stable than Japanese and Korean cars of the same class. The interior decoration is simple but feels good to the touch. The equipment is just average.


FORUMS ARE ACTIVE AND FULL OF PASSION

# of Posts # of Threads # of

PostersInitiation Index*

Participation Index*

Average of Top 10 Forums

256,994 9,949 10,242 1 28

*Initiation Index=No. of Threads/No. of Poster: For example, on average, each poster in a forum will initiate one thread.

*Participation Index=No. of Post/No. of Threads: For example, on average, each thread will have 28 replies.

Statistics of the Top 10 Hottest Auto BBS Forum in Q2, 2007

Forums not only have massive number of threads, the threads are active with many participants.


“Chat room input [in China] is a gold mine of information on why people don't buy…. Survey company The Nielsen Co. found that shoppers make chat rooms their final stop before making a purchase decision. Philippe Coquelle, head of automotive research for Nielsen in China, calls it "a sort of disaster check. Some buyers change their mind based on what they read….” For all auto marketers, they are a window into customers' likes and dislikes. ”

Automotive News, “In China, Internet chatrooms are a goldmine”March 21,2007

THE EXPERTS AGREE: IWOM is essential for marketers in China

“China’s car buyers rely heavily on Internet content as a source of purchasing information, with more than 40% ranking the Internet as “extremely important” or “very important” in making a decision. The Internet is making the process of car purchasing increasingly transparent for China’s consumers -- in the same way it has done for car buyers in more developed car markets. Chinese consumers use the Internet extensively for pre-purchase information, and actively browse auto websites, read up on news about brands, compare prices or join web-based discussions.”

TNS China, July 2007

Manufacturer Brand IWOM


17,665

22,933

23,054

27,765

31,016

31,911

36,244

37,932

107,151

17,345上海汽车 Shanghai Motor

力帆汽车 Lifan

广州本田 GHAC

比亚迪 BYD

长安汽车 Changan

一汽-大众 FAW-VW

海马 Haima

上海大众 SVW

吉利汽车 Geely

奇瑞汽车 Chery

MANUFACTURER BRAND BUZZ VOLUME: Chery and ‘pure’ Chinese manufacturer brands dominate

*Manufacturer Brand Buzz Volume in Q2, 2007

Unit: Post

*Note: Manufacturer brand buzz is the number of posts only mentioning manufacturer brand, not including its models buzz

% of manufacturer brand name mentioned with models

46%

35%

14%

5%

22%

22%

53%

29%

51%

20%

• Chinese local brand Chery leads the overall manufacturer buzz volume (i.e. brand mentions); “pure” Chinese manufacturers account for seven out of the top ten slots• Chinese manufacturers’ brands, especially leading brands Chery and Geely, have stronger association with their model names (e.g. “Chery QQ”, “Geely Jingang”) which partially explains higher buzz volume of Chinese brands


Methodology: For all the posts mentioning Chery in Q2, identify the most mentioned terms near Chery and then categorize and rank by frequency.

CHERY KEY WORD FREQUENCY ANALYSIS: Chery models and other brands/models

Chery’s models Frequency

A1 20,832

A5 16,205

A3 10,090

QQ 8,772

QQ6 4,803

QQ3 1,693

A6 1,229

SUV 1,124

瑞虎/Tiggo 963

MPV 589

Shooting Sport 538

东方之子/Eastar 474

Other brands/models Frequency

菲亚特/FIAT 1,350

Alpha Romeo 1,424

本田雅阁/ Honda Accord 463

Polo 457

华晨/Huachen 421

Spark 406

吉利/Geely 333

比亚迪/BYD 293

夏利/Xiali 252

伊兰特/Elantra 227

The hottest words around Chery were its popular models like A series and QQ

Consumers compare Chery with other similar models like Polo and Spark; news about the cooperation between Chery and other foreign manufactures drive mentions of FIAT and Alpha Romeo


OTHER DRIVERS OF CHERY BUZZ: Nationalism, pride and admiration

帖子示例: “我们也希望我们的奇瑞能够真正的、快速的发展起

来，强大起来奇瑞，请一定要为这些喜爱你支持你的人争口气呀！”Quote: “We hope that our Chery can get stronger quickly, Chery, please don't let your supporters down!” 帖子示例: “奇瑞这个名字在我们这里方言很难读，我感觉一个好记顺口

的名字对于品牌推广也有很大的作用，也便于日后像别人介绍。”Quote: “Chery’s brand name is difficult to pronounce in the dialect of my region, I think a good name should be easier to read and remember; this is good for brand introduction.”

帖子示例: “知道奇瑞的诞生和发展历程的人都会觉得震惊。支持

奇瑞的企业管理，自主创新的精神！”Quote: “It is amazing to know the history of Chery’s birth and development. I think Chery’s corporate management style and their innovative spirit is great!”

帖子示例: “奇瑞公司为我们中国人争气了,为我们民族汽车工业的

真正腾飞做出了伟大的贡献.我们该为奇瑞感到骄傲.”Quote: “Chery has been playing a significant role in advancing Chinese auto industry. We should be proud of this brand.”

Chery is object of nationalistic pride and seen as the hope of Chinese auto industry

Chery’s history and the corporate image are spread and discussed as a good example online

Netizens express their own opinions and offer ideas to Chery brand

More than half of Chery messages (55,587 posts) do NOT mention Chery models. As China's well-known domestic automobile brand, and the number one auto exporter in China, “our Chery” holds a special place in netizens’ hearts as they discuss the company or the brand.

帖子示例: “其实奇瑞现在差就差在售后服务这一环节！管理好4S店是当务

之急，别让4S店砸了奇瑞的招牌！ “Quote: “Actually, what Chery lacks most now is its after sale service! One urgent thing for Chery to improve is to run its 4S stores better. Don’t let these stores destroy Chery brand.”


0

3,000

6,000

9,000

12,000

15,000

4.1-4.7

4.8-4.14

4.15-4.21

4.22-4.28

4.29-5.5

5.6-5.12

5.13-5.19

5.20-5.26

5.27-6.2

6.3-6.9

6.10-6.16

6.17-6.23

6.24-6.30

奇瑞汽车 Chery

吉利汽车 Geely

上海大众 SVW

海马 Haima

一汽-大众 FAW-VW

长安汽车 Changan

比亚迪 BYD

广州本田 GHAC

力帆汽车 Lifan

上海汽车 Shanghai Motor

Weekly Trend of Top 10 *Manufacturer Brand Buzz Volume in Q2 2007

CHERY OFFLINE NEWS BRING ONLINE BUZZ: Spikes seen for Shanghai Auto Show and new model release

Shanghai Auto Show where Chery announces multiple exhibits as well as A1 and A3 launch

Chery Eastar Cross launched, A3 rumours (price, launch date), and news that Chery was No 2. best selling brand in China in May

Brand new Haima 3 was launched

*Note: Manufacturer brand buzz is the number of posts only mentioning manufacturer brand, not including its models buzz

Unit: Post

Model and Attribute IWOM


40.1% 40.0%

22.7%

18.6%15.0%

9.3% 8.0% 7.3%4.6% 4.6%

1.3% 0.2%

Appea

rance

(整体

外观

）

Power

System

(动力

系统

)

Price(价

格)

Exterio

r(外部

配饰

)Int

erior(

内部

配饰

)

Drive L

ine Sys

tem(传

动系

统)

Dealer

(经销

商)

Custom

er Servi

ce(客

户服

务)

Safety

System

(安全

系统

)Orig

in(车

系)

Basic

Paramete

r(整车

数据

)Main

tance

(维修

维护

)

*Attribute Buzz Incidence in Q2, 2007

TOP BUZZED AUTOMOBILE ATTRIBUTES: Appearance and Power System are most discussed

*Note: Each Attribute Buzz Incidence by Brand is the percentage of each attribute posts among total brand and product postsData Base: Total Brand and Product posts= 4,251,063

Unsolicited discussion shows that appearance and power system are the issues of most interest to consumers.

帖子示例: “马自达3白的太斯文，无法体现小马的个性，倒是黑色让

我刮目相看，冷酷中带点霸气，特别是车头正面特写，无敌了。” Quote: “The white color Mazda 3 seems too gentle with no personality. The black one is quite cool, and the front end is awesome.”

帖子示例: “马自达3白的太斯文，无法体现小马的个性，倒是黑色让

我刮目相看，冷酷中带点霸气，特别是车头正面特写，无敌了。”Quote: “The white color Mazda 3 seems too gentle with no personality. The black one is quite cool, and the front end is awesome.”

帖子示例: “骐达的发动机是铸铁的还是铝的？今天才注意到这个问

题，一同事很自豪地称他的骐达发动机是铝的，二者有什么不同？” Quote: “One of my colleagues said proudly that the engine of his Tiida is made of aluminum. What’s the difference between iron and aluminum engine?”

帖子示例: “骐达的发动机是铸铁的还是铝的？今天才注意到这个问

题，一同事很自豪地称他的骐达发动机是铝的，二者有什么不同？”Quote: “One of my colleagues said proudly that the engine of his Tiida is made of aluminum. What’s the difference between iron and aluminum engine?”


CAR CATEGORY DISTRIBUTION: Compact and small class account for half of top 100 most buzzed models

Car Category Distribution among Top 100 Buzzed Models

Data Base: *Top 100 buzzed models

*Note: Total post number of top 100 models is 3,194,250, which contribute 75% of total models posts. CIC tracked 430 models from 85 manufacturers.

帖子示例: “楼主收入可以买一部雨燕或者标志206，

都是六七万的车，但不错，你可以承受。” Quote: “According to your income, you could afford a Swift or Peugeot 206, both are good options with price ranges from 60,000RMB to 70,000RMB”

帖子示例: “雪佛莱乐风，很不错的一个家庭轿车，或

者像雪佛莱的微型车也是不错的选择，方便环保时

尚!” Quote: “ Chevrolet Lova is a nice car for family usage, and Chevy’s mini model is also a good option.”

帖子示例: “根据你的实际情况，建议十万以下的经济

车型, 比如富康，空间大，油耗也不大，好象不到七

万元。” Quote: “ I would suggest the economic class which is less than 100,000RMB depends your actual finance status. For instance, Fukang is less than 70,000RMB, which has a big interior space with less gasoline consumption.”

帖子示例: “楼主收入可以买一部雨燕或者标志206，

都是六七万的车，但不错，你可以承受。”Quote: “According to your income, you could afford a Swift or Peugeot 206, both are good options with price ranges from 60,000RMB to 70,000RMB”

帖子示例: “雪佛莱乐风，很不错的一个家庭轿车，或

者像雪佛莱的微型车也是不错的选择，方便环保时

尚!”Quote: “ Chevrolet Lova is a nice car for family usage, and Chevy’s mini model is also a good option.”

帖子示例: “根据你的实际情况，建议十万以下的经济

车型, 比如富康，空间大，油耗也不大，好象不到七

万元。”Quote: “ I would suggest the economic class which is less than 100,000RMB depends your actual finance status. For instance, Fukang is less than 70,000RMB, which has a big interior space with less gasoline consumption.”

30%

20%19%

17%

7%4% 3%

Compact class

Small class

Midsize class

Premium class

SUV class

Mini class

MPV class


1.2%

1.2%

1.4%

1.5%

1.7%

2.0%

2.7%

2.7%

3.0%

3.5%

TOP 10 MOST BUZZED CAR MODELS: Ford Focus leads among 430 models tracked for this study

Top 10 Model Buzz Incidence in Q2, 2007

Note: Each model buzz Incidence is the percentage of each model posts among total brand and product posts. CIC tracked 430 models from 85 manufacturers.

Data Base: Total Brand and Product posts= 4,251,063

福特福克斯

Changan Ford Mazda Focus

华晨汽车

骏捷

Huachen Junjie

海马

福美来

Haima Family

一汽-大众

速腾

FAW-VW Sagitar

神龙标致

307 Dongfeng Peugeot 307

一汽-大众

迈腾

FAW-VW Magotan

长安铃木

天语

Changan Suzuki SX4

广州丰田

凯美瑞

Guangzhou Toyota Camry

东风标致

206 Dongfeng Peugeot 206

东风雪铁龙

凯旋

Dongfeng Citroen C-Triomphe


FOCUS UNIQUE BUZZ DRIVER: Interior mentions higher compared to overall buzz

Top Ford Focus Buzz Attributes

1 Appearance

2 Power System

3 Price

4 Exterior

5 Interior

6 Drive Line System

7 Dealer

8 Customer Service

9 Safety System

10 Origin

Top Automobile Buzz Attributes for All Models VS

1 Appearance

2 Power System

3 Interior

4 Price

5 Exterior

6 Drive Line System

7 Dealer

8 Customer Service

9 Safety System

10 Origin

Note: Attribute is ranked by total posts

Mentions of Interior attribute ranks higher for Focus (3) than for all models (5) tracked for this study (430 models tracked in total).


3% 3%

20%18%

10% 10%7%

4%3%

0%

10%

20%

30%

Air conditioner Entertainment facility SeatElectronic assistant system Accessory Material Central control stationRemote control system Dashboard GPS

FOCUS INTERIOR: Air Conditioner, Entertainment Facility and Seat top Interior attributes

Buzz Incidence of Ford Focus Interior Attributes

Comfort

Attributes associated with comfort top Focus interior attribute buzz, which matches with comfort as the top user experience attribute for all model messages. Comfort is clearly a key concern for consumers.

Note: Each Ford Focus attribute buzz incidence is the percentage of each attribute posts among total interior attribute posts

Comfort is the most talked attributes among the overall automobile user experience sharing messages

Rank User experience sharing attributes

1 Comfort 2 Power3 Economy4 Safety5 Driving control6 Reliability7 Technology8 Endurance


FOCUS BUZZ IN JUNE: Safety discussion spiked in June with release of the C-NCAP safety test result

158241

1,137

0

400

800

1,200

April May June

Ford Focus Traffic Safety Test Buzz Trend

Focus C-NCAP result released

• The spike in safety buzz suggests consumers put weight into the C-NCAP test. • High scores on such test represent opportunities for marketers to maximize the safety buzz; low scores may cause significant negative buzz.

Note: C-NCAP - China New Car Assessment Programme (中国新车评价规程)

帖子示例：“很不错的测试报告,买

的放心,开的放心了.人的安全总是

第一位的. ”Quote: “Nice test report. I feel confident to have it. Safety is always first my concern. ”

Appendix


DESIGN AND METHODOLOGY

• All collected messages were categorized and mined according to a library of terms (including Internet slang) representing companies, brands, products, and attributes customized for the unique linguistic environment of mainland China. For this study, 430 models from 85 manufacturers were tracked.

• The unit of buzz volume is based on single post (a message posted in online forum)

• All obviously “Irrelevant Messages” such as 灌水 (guan shui) were filtered out. Also, messages containing the characters that refer to something other than the intended object were filtered out. For example, “大众” the Chinese name of Volkswagen, when referring to “people,” and not the brand, was not counted.

• All the sample quotes in this white paper are selected from top automobile BBS in China

• Models are classified utilizing categorization commonly used on top automobile sites: mini, small, compact, midsize, premium, SUV and MPV (large, luxury cars are included in premium car category).


Rank of Top Buzzed Models in Different Car Category - I

Note: Model ranks are based on the no. of posts mentioning the models. Higher rank means more posts.

Rank Model

1 天语 SX4

2标致 206

Peugeot 206

3 飞度 Fit

4 雨燕 Swift

5 C2

6 骊威 Livina

7 乐风 Lova

8 夏利 Xiali

9 威志 Weizhi

10 劲情 Polo

Small Class

Rank Model

1 骏捷 Junjie

2 迈腾 Magotan

3 凯美瑞 Camry

4 锐志 Reiz

5 雅阁 Accord

6 帕萨特 Passat

7 马自达6 Mazda 6

8 奔腾 Besturn

9 尊驰 Junchi

10 蒙迪欧 Mondeo

Midsize ClassCompact Class

Rank Model

1 福克斯 Focus

2 福美来 Family

3 速腾 Sagitar

4标致 307

Peugeot 307

5 凯旋 C-Triomphe

6 花冠 Corolla

7 马自达3 Mazda 3

8 宝来 Bora

9 思域 Civic

10 高尔夫 Golf

Rank Model

1 宝马3系列

BMW 3*

2 奥迪A4 Audi A4

3 皇冠 Crown

4 奥迪A5 Audi A5

5 宝马7系列 BMW 7

6 奥迪A6 Audi A6

7 奥迪A3 Audi A3

8 宝马5系列 BMW 5

9 大众GTI VW GTI

10 宝马X系列

BMW X

Premium Class

* BMW 3 series models analysis not broken down according to model as most references are to “3 series” not to specific models.


Note: Model ranks are based on the No. of posts mentioning the models. Higher rank means more posts.

Rank Model

1 瑞虎 Tiggo

2 CR-V

3 卡宴 Cayenne

4 途胜 Tucson

5 途锐 Touareg

Rank Model

1 途安 Touran

2 毕加索 Picasso

3 开迪 Caddy

4 奥德赛 Odyssey

5 GL8

SUV Class MPV Class

Rank Model

1 乐驰 Spark

2 奥拓 Alto

3 奇瑞 QQ

4 长安奔奔 Benben

5 奇瑞 A1 Chery A1

Mini Class

Rank of Top Buzzed Models in Different Car Category - II


More Auto Net Culture References on Seeisee Blogs

English articles

• IWOM Watch September 1-15: Mazda owners surround a Hummer

• Hey DX, hope you like this post on net language for auto industry

• Net language: Implications for Search Engine Marketing

• Chinese Blogs, BBS and the Automobile Industry, Part 1: I-WOM

Channels

• Automobile: In China, the Chery Army sounds-off online

Chinese articles

• 南京“马自达袭击悍马”事件引爆网络讨论(IWOM watch Sep 1-15)

• 汽车网络视频，今天你看了没？

• 中国汽车博客的特点

• 网络团购，汽车消费者的“新欢”

Mazda owners surround a Hummer

QQ fans attending a fellow QQ owner's wedding

http://www.seeisee.com/index.php/sam/2007/10/08/p355






http://www.seeisee.com/index.php/2007/09/26/p359







About CIC


ABOUT CIC

CIC is the leading Internet Word of Mouth (IWOM) research and consulting firm in China. CIC helps its clients make sense of the buzz found on Chinese blogs, BBS forums, and other IWOM channels using proprietary text mining technology developed specifically for the Chinese language.

With sensitivity toward marketing, market research, media planning, public relations, and product development, CIC’s team of IWOM analysts provide actionable insights for a stable of Fortune 500 retainer clients in China and around the world.

CIC was founded in 2003 by a team of local and international professionals with rich experience in the Chinese marketing communications. Visit www.cicdata.com or www.seeisee.com for more information.

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Thank You

OUR BLOGS:www.seeisee.com (Chinese)www.seeisee.com/sam (English)

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CONTACT US:[email protected]

© CIC 2007

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