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The secret recipe of GQ’s WeChat success

By doing three things right, GQ’s China WeChat account has undergone a successful social media transformation.

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Ready for the challenge from Buddhist-style consumers?

When young consumers claim they are having fewer and fewer demands – just like Buddhists, how can brands reconnect with them?

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JD.com vs Tmall – who is winner of Chinese New Year buzz war?

Who has bigger share of voice? More importantly, who has earned more positive sentiment from consumers?

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Right KOL is better than big star

Even the biggest star won’t be able to lift every brand. Niche brand can also find a decent image ambassador. Data from social media can be your guidance.

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Kantar China Social Media Impact Report 2017

Younger Chinese more aware of negative impact of social media. WeChat remains the most popular social app, while Weibo makes a come-back with younger users.

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The Evolution of Chinese Social Media in 2017

Kantar Media CIC’s Chinese Social Media Landscape is a famous benchmark in the industry, and has constantly evolved since its launch in 2008.

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From The Archive

The paper provides a comprehensive analysis of three key dimensions – media, user and brand.
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With enough passion, the fans of an online TV drama can ‘light up’ a twin skyscraper in Shanghai.
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Reality show Rap of China creates hip-hop craze in China. Kantar Media CIC data shows whose hip-hop commercial is winning.
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The sentiments of social media comments about Chinese versions of `Midnight Diner’ and ‘Running Man’ are hugely different. The stark contrast shows the opportunity and challenge of importing foreign TV programme concepts into China.
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Sophia Yang is Assistant Marketing Manager of Kantar Media CIC.

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Vivian Hao is Research & Consulting Manager at Kantar Media CIC.

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Emily Chen (陈旖旎) works in Kantar Media CIC as a research consultant.

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Mia Shen is a social media specialist of CIC.

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