Social Media Usage in Lower Tier Cities - China - September 2020
Social Media Usage in Lower Tier Cities - China - September 2020

“Lower tier city consumers rely on online channels for every step when shopping, from learning what is on-trend to keeping in touch with brands, from selecting and purchasing products to sharing their shopping experience. For brands seeking to penetrate the lower tier market, it is important to build multi-functional platforms that combine information feeds, entertainment, socialising and shopping. In terms of platforms, scene-based, information-intensive social commerce sites and brand communities ...

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Executive Summary
Introduction to lower tier cities in China

Consumer

Consumer

Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.

Advantages of social commerce: scene-based and information-intensive
The ecology of WeChat ecommerce: diverse local services
Preferences towards short video content: having a virtual experience
The key to KOL marketing: influence derives from the spirit of striving for success
Motivations for sharing: everyone dreams of becoming a KOL
Attitudes towards personal privacy: expectation for considerate recommendations

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Abbreviations