KAWO: China Social Media Report

KAWO has released its latest “China Social Media Report”. As we emerge from the chaos of 2020, two things are certain:

1. Digital platforms are more important than ever;
2. China is one of the first countries ready to start growing again.

KAWO has spent the better part of the last 7 years trying to connect teams in the West and China. During this time, these online ecosystems have shown significant differences. China was initially playing catch-up, but is now indisputably ahead of many other countries in many ways. 83% of Chinese users use mobile payments, and WeChat is not bound by advertisers, which avoids the privacy controversies that plague Western social platforms.

The complexity, depth, and breadth of China's digital environment can be difficult to comprehend. While there are dozens of guides to specific networks, it's hard to find a good overview. The report introduces China's three top social apps - WeChat, Weibo, and TikTok. In addition, readers can learn about China's e-commerce, mobile payments, video and live streaming, tourism, and some niche networks.

So KAWO decided to publish a report with the initial goal of providing a clear introduction for Western marketers who want to keep up with China.

Although China has made great progress in the past decade, the analysis shows that it still has great potential. 64% of the Chinese population lives in non-first-tier cities, only 31% of the population is middle class, and 600 million people live on less than RMB 1,090 (US$154) per month.

However, China’s digital ecosystem is evolving at an incredible pace. While it creates opportunities for brands, it also presents challenges. Competition on the most popular platforms is fierce, and the struggle to recruit and retain talent is intense.