Western brands that are trying to get to grips with social media in China know that it is a fast paced and often complex arena and, with nearly 600 million users and a year on year growth of over 165% for mobile shopping, it’s something they have to work hard to keep up with.
Here is our top trend for 2014:
1. China gets the exercise bug
Well into 2014, microblogging platform WeChat are forging into new territory by teaming up with third party vendors to promote smart hardware like fitness bracelets. As with Western users, Chinese netizens are getting the exercise bug, particularly in the more affluent Tier 1 and 2 cities.
According to Want China Times, this month saw “iHealth, Huawei Honor, Lifesense and Codoon put their respective WeChat version of smart bracelets for sale on platforms such as Jingdong Mall (JD.com) after the WeChat team closely worked with these vendors for nearly half a year.”
It may be a sign that WeChat is beginning to collaborate more with third party providers, though they are keeping their cards close to their chest. The integration allows WeChat users to put on their smart bracelets, measure their sporting or exercise performance and then share it with friends on the popularmicroblogging platform.
2 . Search targets “big data” in China
Internet search giant Baidu is thinking about big data as they move into the later parts of 2014. With trillions of web pages in storage and billions of searches conducted every day, Baidu is China’s major search engine, modelled on Google, but perhaps slightly behind in developmental terms. According to Wang Jing, vice president of Engineering: “Baidu hopes to build a big data engine on the massive data the company collected over the years and offer it to traditional businesses.”
3. Online to offline is getting bigger
Online to offline, whereby a mobile or pc is used to order something like a taxi is set to become more popular as offline businesses start to get a slice of the ecommerce pie. Tencent has been leading the way mainly because of its 355 million monthly active users and others may well jump on the band wagon in the future.
4. Chinese companies are becoming more competitive
China’s own companies are beginning to realise the power that can be had from harnessing social media and are starting to become more visible, competing with Western brands who have long been working hard to make China’s various platforms work for them.
According to Econsultancy.com: “The trend in China is towards using social media as a bridge between consumer and company. And as 500m of China’s 618m internet users use a mobile device to access the internet, m-commerce has become even more important.”
5. China gets World Cup fever
And finally, although they didn’t have a team in the tournament, China’s netizens have been keeping a close eye on the World Cup this year with interest peaking with around 11 million users including a hashtag in their posts throughout the group stages.