Chinese consumers are increasingly embracing digital platforms like never before. Internet users in China reached 618 million in 2013, 27 times the population of Australia. Mobile internet usage exceeds PC usage and will be the key battlefield for marketing. Chinese social media users are highly influenced by friends and colleagues in purchase decisions. Analysis of consumer behavior online can provide insights for better business decisions around areas like product development, marketing campaigns, and customer engagement. Australian brands were analyzed on Sina Weibo, with opportunities identified to improve operations of owned social media and better target Chinese audience interests like food, travel and fashion.

1. Chinese Consumers are Embracing Digital
in an unprecedented way
Presented By
Calvin Chan
COO @AdMaster
Date: April 10, 2014

2. AGENDA
What are the characteristics for the online behaviors of
Chinese consumers?
How are Australian brands doing on Chinese social media?
Case Sharing: how to make better business decisions by
leveraging the power of digital and social?

3. Chinese Internet Users reach 618 million, 27 times the population of
Australia!
8.5% 10.5%
16.0%
22.6%
28.9%
34.3% 38.3% 42.1% 45.8%
0.0%
20.0%
40.0%
60.0%
0
20000
40000
60000
80000
2005 2006 2007 2008 2009 2010 2011 2012 2013
Size of Chinese Internet users and
Internet penetration rate
Netizens Peneration%
10000 persons
18.3 18.7 20.5
25
0
10
20
30
2010 2011 2012 2013
Average weekly time spent per
Chinese Internet user
Hour
191
230
268
320
0
100
200
300
400
2010 2011 2012 2013
Number of websites in China
10000 persons
Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China

4. 65.9%
69.3%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
2012 2013
Number of Users and
Utilization Ratio of
Online Video
Number of users of Online Video
Utilization ratio of Online Video
10000 persons
82.9% 86.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0
10000
20000
30000
40000
50000
60000
2012 2013
Number of Users and
Utilization Ratio of
IM
Number of users of Instant Messaging
Utilization ratio of Instant Messaging
10000 persons
+13.7%
IM, Online Video, Online Shopping keep growing at double-digit rate
+15.1%
42.9%
48.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0
5000
10000
15000
20000
25000
30000
35000
2012 2013
Number of Users and
Utilization Ratio of
Online Shopping
Number of online shoppers
Utilization ratio of online shopping
10000 persons
+24.5%
Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China

5. Mobile is BIG!
Mobile Internet exceeds PC and will be the new battlefield for marketing
70.6%
45.9%
74.5%69.7%
44.1%
81.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Desktop Laptop Mobile Phone
Usage of Internet-based Devices
2012 2013
32.0%
49.3%
0.0%
20.0%
40.0%
60.0%
0
10000
20000
30000
2012 2013
Number of Users and Utilization
Ratio of Mobile Online Video
Number of users of Mobile Online Video
Utilization ratio of Mobile Online Video
13.2%
28.9%
0.0%
20.0%
40.0%
0
10000
20000
2012 2013
Number of Users and Utilization
Ratio of Mobile Online Shopping
Number of users of Mobile Online Shopping
Utilization ratio of Mobile Online Shopping
Data Source: CNNIC, 2014.1, Statistical Report on Internet Development in China

6. Compared to TV and PC users, mobile users have higher education
background, higher income and more senior position, especially Pad users
45.9 45.6
52.4
47.4
TV PC PAD SMART PHONE
University or above
4.8 4.9 5.8 6.1
4.7 4.2 5.5 4.0
10.6 11.3
12.4 12.8
2.1 2.2
3.4 3.79.6 8.7
11.7 10.5
25.2 24.1
22.3 20.9
TV PC PAD SMART PHONE
Employee
Department Manager
Senior Management
Self-employed
Professional (Lawyer, Doctor)
Civil Servant
11.5 11.2 14.1 12.6
11.8 10.4
16.7 15.6
TV PC PAD SMART PHONE
6000-9999RMB 10000RMB and above
The difference of education background across platform
Unit：%
The difference of income across platform
The difference of occupation across platform
Data sources : AdMaster；Pool 4 13 projects in total，5 medias ：2013.9-2014.3
Unit：%
Unit：%

7. Cross-screen study shows that Mobile better increase brand awareness
and purchase intention than PC and TV
9.3 9.6 10.2 11.712.8
14.8 15.8
20.0
5.5
7.3 6.6 6.5 Brand Awareness
Purchase Intention
Preference
TV ad
Increase rate
Online video (PC)
Increase rate
Online video (Pad)
Increase rate
Online video (Phone)
Increase rate
All categories
Brand awareness of different platforms
Unit：%
Data sources : AdMaster；Pool 4 13 projects in total，5 medias ：2013.9-2014.3

8. In FMCG industry, smart phones drive higher purchase intention than
other platforms, esp. for the matured brands
14.3
12.7 12.7 11.7
9.7
12.3 11.7
15.0
Brand Awareness Purchase Intention
TV ad
Increase rate
Online video
(PC)
Increase rate
Online video
(Pad)
Increase rate
Online video
(Phone)
Increase rate
Chocolate category
Brand KPI increase rate on different platforms
1 1
2 2
7
10 10
14
Brand Awareness Purchase Intention
TV ad
Increase rate
Online video
(PC)
Increase rate
Online video
(Pad)
Increase rate
Online video
(Phone)
Increase rate
Beverage category
Brand KPI increase rate on different platforms
Unit：% Unit：%
Data sources : AdMaster；Pool 4 13 projects in total，5 medias ：2013.9-2014.3

9. Social Media Usage:
WeChat and Weibo are most frequently used
53.4
20.7 21.6
59.6
24.5
26 27.9
20
9.5
19.8 17.4
11
6.9
13.7 15.5
5.53
8.4 9.7
1.72.7
11.5 8 2.2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weibo SNS Blogs WeChat
Multiple times / day Once a day 4-5 times / week
1-2 times / week 1-3 times / month <1 time / month
High frequency of use
Usingitanywhere
……Weibo:  “Logged  in  10+ 
times, spent 10mins to an hr”
……WeChat:  “always 
on, retweet and leaving
messages  to  friends”
1+ per day
Unit：%
N
=1
21
7
Data source: AdMaster

10. When it comes to purchase decision, Chinese social media users are
highly influenced by their friends and colleagues, esp. the younger demos
22.4 24.7
31.7
20.3
28.1 30.3
38.5
28.9
56.5
59.9
63.5
50.848.8
68.1 67.3
57.8
83.6 81.9
75.0
66.4
6.9 9.1 6.7 8.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
P18-24 P25-34 P35-39 P40+
Celebrity People w/ social status Relatives Colleagues Friends Strangers
Unit% N=1125
Data source: AdMaster

11. Inventory Price Delivery Service
E-Shopping Experience Buzz Volume
28%
26%
27%
29%
7%
22%
47%
10%
-65%
-52%
-26%
-61%
Neutral
Positive
Negative
E-Shopping Experience Buzz Sentiment
Inventory
Price
Delivery
Service
Consumer journey
When they purchase online, delivery is their top concern
Data source: AdMaster

12. Weibo IWOM is a good channel for online finance products to obtain users
Yu E Bao user growth showed the same trend as Weibo buzz growth
0
5
10
15
20
25
30
35
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Jun Jul Aug Sep Oct Nov
Weibo Buzz Volum
YuEBao User Amount
Weibo Buzz Volume YuEBao User Amount
（in million）
Data source: AdMaster (Buzz Volume)
Alipay (User Volume)
* Remark: YuEbao did not release User Volume of Aug.

13. AGENDA
What are the characteristics for the online behaviors of
Chinese consumers?
How are Australian brands doing on Chinese social media?
Case Sharing: how to make better business decisions by
leveraging the power of digital and social?

14. 13 Australian brands are being talked about on Sina Weibo
Bridestowe did many promotion campaigns
20043
16786
7333
132352
67155
14509
0
20000
40000
60000
80000
100000
120000
140000
0
5000
10000
15000
20000
25000
Buzz Performance
Buzz Volume Engagement
Data source: AdMaster
Data period: 2014/1/1 to 2014/3/20

15. When they mentioned “Blackmores”, what are they talking about?
Data source: AdMaster
Data period: 2014/1/1 to 2014/3/20

16. Among the 13 brands, only 7 have a Sina Weibo official account
Data source: AdMaster
Data period: 2014/1/1 to 2014/3/20
Yellow Earth
23,614 fans
31 months
UGG Australia
49,579 fans
30 months
Bridestowe
22,198 fans
5 months
Cheviot
86 fans
13 months
Oroton
7,697 fans
31 months
WOOLMARK
115,505 fans
31 months
Blackmores
111,852 fans
31 months

17. How are these 7 brands operating their owned media on Weibo?
A positive impact showing for UGG Australia!
107
168
1445
11462
4710
10
715
19
324
102
238
142
4
31
0
50
100
150
200
250
300
350
0
2000
4000
6000
8000
10000
12000
14000
Tweet Number
Consumer engagement
Weibo Performance for Australian Brands w/ Sina account
Consumer Engagement Tweet number
Data source: AdMaster
Data period: 2014/1/1 to 2014/3/20

18. Your Chinese Target Audience love Food, Travel and Fashion!
And they are a different group from local Chinese brands’ TA
Top 5 User Tags on Sina Weibo for Australian Brands
Music 10%
Movie 10%
80s 8%
Travel 7%
Food 6%
Local Brand Li-Ning User Tags
Data source: AdMaster
Data period: 2014/1/1 to 2014/3/20

19. AGENDA
What are the characteristics for the online behaviors of
Chinese consumers?
How are Australian brands doing on Chinese social media?
Case Sharing: how to make better business decisions by
leveraging the power of digital and social?

20. New opportunity from consumer insights:
Skin damage is the no.1 concern for consumers on heavily
polluted days, growth areas for beauty brands
1
5
Consumers’ Skincare Concerns on Heavy Air Polluted Days
3%
5%
7%
9%
16%
21%
40%
0% 10% 20% 30% 40% 50%
Coarse Pores
Breathing Problems
Acne
Skin Cleansing Challenges
Skin Dryness
Allergy
General Skincare Problems
Key Concerns Categories
Data Period: 2013/01/01-2013/06/15
Data source: AdMaster

21. Renewed perspective about your customers:
Redbull learned new things about the profiles,
psychology & behaviors of their target audience
2
5
Data source: AdMaster
Post 80s & 90s
Mostly live in Guangdong
Like variety shows & entertainment
Sarcastic & Showoff their daily life
Love Traveling, but of actions
Passionate about Sports
Freedom-spirit
Local

22. Big data to guide better decision making:
Coca Cola’s summer campaign (nickname bottles)
3
5

23. WeChat for real-time CRM:
SO-LO-MO and very personal channel to connect with
Chinese consumers
4
5
WeChat Billing & Notice
Transaction notice
Check & pay bills
Increase credit limit
Edit personal profile
Credit card payment
Lookup deals locally
Smart voice chat
…

24. Data analytics for enhanced consumer engagement :
Engaging Weibo campaigns helped drive followers for
Visit California
5
5
During the period from April 8th to May 28th 9,453 new twitters
become VCA’s followers, leading to a 33.7% net increase refer
to April 8th’s level
The average quality of these new followers is 24, significantly
higher than @VCA’s original follower quality (14)
27,887
28,060
37,513
311 312
630
300
350
400
450
500
550
600
650
25,000
27,000
29,000
31,000
33,000
35,000
37,000
39,000
3/18 3/25 4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27
Follower Amount
Tweet Amount
Follower Number Tweet VolumeTweet Volume and Follower Growth of @VCA
April. 8th,
Campaign
Launch
#我摇去加州#
Topic #奢华之旅#
Data source: AdMaster

25. Aligning Weibo posting with users’ active time5
5
In general, the posting time of VCA is in accordance with its participants’ active
time (blue boxes); however, from 15:00 to 17:00, when VCA ‘s posting time peaks,
participants’ active time touches a trough(red box)
0%
2%
4%
6%
8%
10%
12%
14%
16%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
VCA Posting Time Participant Comment Time Participant Retweet Time
@VCA and Participants’ Active Time in 24hr
Data source: AdMaster

26. AdMaster: A SaaS company focusing on big data management to
help business create values
BJ
150+
SH
100+
GZ
40+
Serving over 300+ global leading companies
and top local ones Top partnersTech-leading data company
Over 60% R&D personnel,
Core team from SAP, Baidu, Skype, Ebay,etc
10+ product lines to provide one-stop service

27. THANK YOU !
CALVIN.CHAN@ADMASTER.COM.CN

28. Power of Social Media
Blackmores China
April 10, 2014

29. Social Media Overview in China
Latest social media structure
released by CIC.
building awareness
content/interaction
service/trade
Social Media Chain Value:

30. Social Media Strategy
Attention Interest Search Action Share
People’s purchase decision-making process is changing…

31. Xanthigen
Campaign with
social media
support
X‘mas Card to Fans
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Increasement
Accumulative
Aver./Day
Blackmores Fans on Weibo x10 times in 2013

32. House Wife
吃了一阵子这个@Blackmores澳佳宝
的高浓度深海鱼油了，大变化倒没感
觉出来，但是，不能不提的是我明显
觉得自己记忆力好了很多，同事也说
我眼神跟以前不一样了，犀利了哈哈~
一天一粒也蛮方便的~ 希望不是什么
心理作用 哈哈哈~
KOL - Beauty
哇，终于收到澳佳宝的鱼油了。好大
一瓶，满满的期待。澳佳宝在澳洲的
口碑很不错，好多朋友都推荐呢。希
望这个鱼油可以让我耳聪目明，身体
棒棒。嘻嘻。
Office Lady
@blackmores澳加宝: 葡萄籽收到啦！
美美地！@OfflineButAlive
@haohaostudy @wffxdg 姐妹们吃
了没？
对美容资讯情有独钟
容易受到美容类KOL影响
渴望自己也成为KOL
对减压话题有兴趣
喜欢在姐妹团内分享心得
注重生活质量
对健康有专业诉求
喜欢点评尝试过的产品
对家庭无微不至
111,852 fans
Blackmores Weibo Review

33. Community marketing :
Celebrity’s Wechat
publicity on our
Xanthigen.
Our WeChat
Upgraded from
Subscription
Account to Service
Account, bringing
into interactive
interfaces.
Our new WeChat
Subscription Account,
delivering more
health and regimen
topics.
Blackmores @Wechat

34. Xanthigen Campaign: Online + Offline
Publicity
& Interaction
Award delivery
& Direct contact

35. Paid Media
Owned Media
Blackmores Social Media Strategy
www.blackmores.com.cn
Earned Media

36. Thank You!