China Internet Watch

KFC & Ting Hsin’s attempts in membership e-commerce in China

CIW Team — Tue, 22 Oct 2019 09:00:17 +0000

At the KFC V Mall, an order was placed with excitement. The price was pretty good! It’s 10 yuan lower with a 20 yuan coupon and 999 credit points than Taobao’s Juhuasuan. What’ so special about KFC V Mall?

In the KFC V Mall, there are quite a few categories – household and kitchen, fresh fruit and gourmet food, beauty and personal care, gaming and related, baby world. Most of the products can be redeemed with the V points of KFC’s member rewards.

There are even products that are 100 percent redeemable with V points. The products will be delivered by brands directly when ordered. The parent company of KFC, Yum! Brands, is more like a commissioned seller, it doesn’t have its own storage and logistics system.

In the category of gaming and related, peripheral products of popular IP such as Marvel, Disney and Pokémon are available for purchase. At the same time, for KFC’s own peripheral products, this section is the launch pad.

In the section of beauty and personal care, there is no ...

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Top out-of-home advertising buyers in China July 2018

CIW Team — Tue, 16 Oct 2018 00:00:53 +0000

Traditional out-of-home advertising showed a downtrend in spending in China. Both real estate and construction industry reduced out-of-home ad spending by 37.1% year-on-year. Xiaomi, Ele.me, KFC, and Didi were among the top ad buyers.

Xiaomi spent more on out-of-home advertising in July to promote its new model MAX 3 and thus topped the ranking with a high growth of over 1,000% in spending from just 91st a year ago.

Overall, spending on elevator TV advertising increased compared with the previous year. Alcoholic beverage industry saw expenditure skyrocket to 6,917.8%.

Ele.me still was the biggest buyer though its spending reduced by 10.3%. KFC and Mengniu took the next two places by a spending growth at 198.9% and 88.5% respectively. Didi made the highest jump from 61st to 8th with a growth of over 1,000% in spending.

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Check out China advertising market overview; top advertisers in H1 2018 here

A lesson for marketers from an online drama with over 2 billion video views

Kantar China — Wed, 29 Aug 2018 00:00:03 +0000

With enough passion, the fans of an online TV drama can "light up" a twin skyscraper in Shanghai. Guardian, an online drama adapted from the namesake popular online novel became the hottest online video this summer. Its total video views exceeded 2 billion.

On June 14, the day after it premiered on Youku.com exclusively, its Baidu search index jumped to 150,000 and remained around 220,000 throughout its showing period. It has also become a hot topic on Weibo with its hashtag received more than 11.42 billion impressions – making it the only topic that came near the popularity of the FIFA World Cup.

When the online drama was closing to its finale, Youku invited fans to "like" the show on its website and with 6.66 million likes, the website will sponsor an out-of-home ad on the gigantic screens of Shanghai's Global Harbour Twin Towers.

Surprisingly, within only five days, the fans accumulated 6.66 million likes. In total, they gave more than 9 million likes in 10 days!

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Apple and Xiaomi the most relevant brands in China

CIW Team — Mon, 22 Aug 2016 05:00:49 +0000

Apple and Xiaomi are found most relevant to the lives of China’s Gen-Y and Gen-Z consumers according to RTG Consulting Group.

RTG surveyed 4,000 of China’s Gen-Y and Gen-Z consumers, listing which brands they find most relevant to their lives. Topping the list are well-known brands Apple and Xiaomi, followed by WeChat and Adidas.

Xiaomi tops the list of “most relevant brand” among Gen-Z, while Apple is the favorite among Gen-Y consumers. Fashion brands are more relevant in Gen-Z’s eyes, while the technology category plays a stronger role among China’s Gen-Y.

Other top rankings from the RTG report:

Also read: WeChat monthly active users reached 806 million in Q2 2016