What do Chinese Millennials expect, want, need in their ways of communicating? That question and lots more is answered in this presentation by Alice Hu of MSLGROUP Shanghai during the clientmeeting of MSLGROUP Netherlands June 10, 2015

1. 1
chInese millEnnialS &
thE neW moBile World
alicE hu
WechaT @AliceHu08
dePuty asiA diGital lead
#diGitalChina #KenniSsessiE #MslgroUp

2. 2
chInese millEnnialS
asIa’S moBile meSsengErs
chInese sociAl meDia
chinA wecHat eXampleS
glObal ImpliCationS
Agenda

3. 3
A Look at Chinese
Millennials

4. 4

5. 5

6. Chinese Traveler Sta/s/cs
35%
25
–
34
years
old
27%
15
–
24
years
old
62% of thE chInese trAveleR by 2019 will bE miLlennIals
62%
of
the
Chinese
Traveler
by
2019
are
Millennials

7. Millennial Traveler Profile
amBitioUs, crEative, inDependeNt
1. A
New
GeneraDon
2. Wanderlust
3. Entrepreneurial
4. CollecDvist
to
Individualist
5. Experience
Driven;
Online
and
Offline

8. Millennial Traveler Profile
amBitioUs, crEative, inDependeNt
1. They’re
the
first
generaDon
in
the
history
of
China
to
be
raised
amid
relaDve
prosperity
and
social
stability
and
are
the
beneficiaries
of
the
country’s
roughly
five-­‐fold
increase
in
educaDon
spending
over
the
past
decade.
2. Chinese
millennials
are
big
spenders
on
internaDonal
travel.
They
typically
make
four
trips
outside
their
country
per
year,
twice
as
many
as
their
Asian
peers.
3. In
a
recent
survey,
when
respondents
were
asked
what
they
would
do
if
they
had
trouble
finding
a
job,
74%
said
they
would
start
their
own
businesses.
4. 57%
will
sDck
to
their
own
opinion
rather
than
following
others’
(such
as
their
parents
and
friends)
5.
“As
ExperIence becoMes aN incReasiNgly ImporTant PrioriTy
for
Chinese
travelers,
they’ll
allocate
more
of
their
budgets
toward
ActivIties and Dining,
while
opDng
for
far-­‐flung
or
exoDc
desDnaDons
over
the
well-­‐worn
global
tourist
hubs.
However,
this
doesn’t
mean
they
won’t
want
to
show
off
to
friends—on
the
contrary,
ShariNg exPerieNces tO
SociaL medIa wiLl reMain A funDamentaL component
of
trips.”

9. Why does this matter to
the Netherlands?

10. 10
1. In the Netherlands, the largest group of
international students outside the EU
come from China
EduCaTion

11. 11
2. In 2014, over 250,000 Chinese
tourists visited the Netherlands,
18% increase
In 10 years, it is estimated that
800,000 Chinese tourists will visit
the Netherlands on a yearly basis
TouRism

12. 12
3. President Xi has said the
Netherlands is China’s gateway to
Europe
Over 450 Chinese companies have
opened branches in the
Netherlands
EcoNomy

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The New Age of
Social Media
Begins in Asia

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wechAt, liNe anD kakAotaLk arE rePlacinG
Many Of thE appLicatIons We usE daiLy witH
One tHat hOuses everYthing. thesE
PlatfOrms Are wHere PeoplE go To paY bilLs,
Book Taxis, catcH-up With FrienDs, creatE
MultiMedia conteNt, buy Things, and Much
moRe.
What are mobile messengers?

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What are mobile messengers?
JapanChina Korea
asIa’S moBile meSsengerS arE from….

16. 16
Comparing Mobile Messengers
WhatsApp Line KakaoTalk
500m
moNthly
acTive
userS
450m
moNthly
acTive
userS 175m
moNthly acTive userS
140m
reGistereD useRs*
WeChat
* Monthly Active Users: Number of people using the platform each month. KakaoTalk has not provided these numbers.

17. 17
liOnel messI
reaL maDrid & baRcelonA foOtbalL
teamS
k-poP stArs anD
ceLebriTies
ceLebriTies Are hElpinG mobIle mEssenGers ExpanD intErnatIonallY
WeChat partnered with Lionel
Messi in July 2013 to attract
international users. This
campaign launched in 15
countries.
Real Madrid and Barcelona have
official accounts to interact with fans,
share real-time news and customized
stickers. They have attracted over 9
million and 3 million fans respectively.
There are over 400 brands,
businesses, celebrities, artists
and media connecting with the
140 million user base.

18. 18Which platform is the best?
?

19. 19

20. 20
soCial meDia iN chinA

21. morE MobIle inTerneT useRs thaN pc
600 miLlion inTerneT usErs iN chinA
wechAt haS 450+ miLlion moNthly acTive userS

22. Interest
driven
Content
is
the
king
Buzz
&
Awareness
Brand
Exposure
RelaDonship
driven,
Service
keeps
loyalty
Provide
service
to
customers
Brand
Loyalty
PUSH PULL

23. wechAt’S strAtegy is tO incOrporatE
More ServiCe fuNctioNs to the PlatforM
To reTain And aTtracT userS
seRvice funcTions that encoMpass
PersoNal aNd buSinesS needS
24 hour platForm To poWer yOur lifE

24. 24WeChat City Services

25. 25
exAmples

26. 26
Customer
Service
Integrate Offline Service
To Online Platform

27. 27DHL Official WeChat Account
Account Information
• News
• Shipping Prices/Pick-up
Time Schedule
• Pricing
• Open an Account
• Official DHL WeChat
account
Package Information
• Track Packages
• Rate Service
Study Abroad Students
• Shipping Prices
• Pick-up Locations
• Tips

28. 28
Send out media event invites, arrange travel and send out
media materials via WeChat. Track interactions via C4.
Media Relations

29. 29Australia Tourism Board
• Official WeChat
account message
• Tourist Attraction
Introduction
• Tourist Attraction: Best
of Australia Southern
Ocean Lodge

30. 30Oreo

31. 31Xiaomi
• Navigation Tabs:
Opportunities, Inquiries
and About Xiaomi Menu
Recruitment on WeChat
• Branded accounts for
recruitment
• Broadcast
opportunities
• Live Chat Sessions

32. 32Donghua Buddhist Temple in Guangdong
• Viral recruitment
campaign
• 1.1 millions
impressions
• 4,000 applicants

33. 33
Global Implications
ExpanSion crosS poLlinaTion moBile firsT

34. 34
thanK you!alicE hu
WechaT @AliceHu08
dePuty asiA diGital lead
#diGitalChina #KenniSsessiE #MslgroUp