The hashtag #TikTokRefugee has already garnered over 78 million views and 2 million discussions on Xiaohongshu, with many new users describing the platform as a mix of Instagram and TikTok.

In just a few days, Xiaohongshu surged to the top of the U.S. App Store’s free apps chart and secured leading positions in Australia, the UK, and the Netherlands.

However, the sudden influx of users has highlighted Xiaohongshu’s recent pivot toward short videos. The platform replaced its “Shopping” tab with a single-column video feed reminiscent of TikTok.

Despite pushback from some Chinese users—who lament the shift toward “Xiao Douyin” (Little Douyin, referring to TikTok’s Chinese counterpart)—Xiaohongshu has embraced the change as part of a broader strategy to enhance its e-commerce capabilities.

A Push Toward Video-Driven E-Commerce

Xiaohongshu’s shift toward short videos isn’t just about appealing to TikTok users; it’s a deliberate move to strengthen its e-commerce ecosystem.

COO Conan Cheng emphasized in late 2024 that Xiaohongshu aims to position itself as a “lifestyle e-commerce” platform. To achieve this, the company has been integrating its community, content, and commerce algorithms to optimize for user engagement and revenue generation.

The transition to short video and livestreaming is critical for fostering consumer habits like livestream shopping, which relies on an instant influx of viewers to drive sales.

The single-column video format reduces user choice compared to the traditional dual-column layout, improving the flow of traffic to livestreams and increasing e-commerce conversion rates.

Xiaohongshu has also been proactive in courting manufacturers and businesses from China’s industrial hubs, such as Guangdong and Fujian, to expand its product offerings.

Unlike its earlier focus on high-end, niche items, Xiaohongshu is now embracing affordable products and mass-market appeal. For example, livestreams featuring low-cost winter boots and casual apparel have gained traction, mirroring the sales tactics popular on platforms like Taobao and Douyin.

Scaling E-Commerce Amid Intense Competition

Despite these efforts, Xiaohongshu faces significant challenges in scaling its e-commerce business. Competition from giants like Taobao, JD.com, and Douyin is fierce, with each platform investing heavily in supporting small businesses and industrial suppliers.

Xiaohongshu has also begun aggressive user acquisition campaigns, targeting not only urban millennials but also older and rural demographics.

Recent initiatives, such as partnering with local governments and offering referral bonuses for new users, have expanded its reach. In addition, the platform’s collaboration with China’s national Spring Festival Gala for a second consecutive year underscores its ambition to become a household name.

However, scaling without diluting the platform’s community-driven ethos will be a delicate balancing act. While Xiaohongshu’s core users value its curated aesthetic and high-quality content, expanding into broader demographics may risk alienating this base.

The Road Ahead for Xiaohongshu

The influx of TikTok refugees may boost Xiaohongshu’s global visibility, but retaining these users poses a challenge.

Many new users are driven by frustration with U.S. tech giants or geopolitical concerns rather than a deep connection to the platform. Cultural differences and regulatory hurdles could further complicate Xiaohongshu’s efforts to sustain its overseas user base.

Moreover, Xiaohongshu’s reliance on livestream shopping to drive e-commerce growth will require substantial investment in infrastructure and partnerships.

Competing with established players like Douyin and Taobao, which already dominate livestream e-commerce, will require Xiaohongshu to refine its value proposition, improve merchant tools, and lower barriers to entry for small businesses.

While TikTok’s turmoil presents an opportunity for Xiaohongshu to capture new markets, the real test lies in whether it can replicate Douyin’s success and build a sustainable e-commerce ecosystem.

Top Performers

ByteDance, Xiaomi, and SHEIN lead the list, showcasing the strength of Chinese brands in the entertainment, electronics, and fashion sectors.

Lenovo, Huawei, and AliExpress also remain strong contenders, emphasizing the diversity and innovation in China’s tech and e-commerce industries.

Sector Growth

Smart devices, automobiles, and e-commerce experienced the fastest brand power growth, with China’s industrial ecosystem and technological innovations providing a competitive edge.

Consumer electronics, entertainment apps, and online fashion account for a substantial portion of the brand power growth.

Brand Expansion

Chinese brands have successfully penetrated international markets, with notable growth in regions like Europe, North America, and Southeast Asia.

Brands like BYD and NIO in the automotive sector, and OPPO and Vivo in consumer electronics, have expanded their global footprints, contributing to the increasing brand power.

Market Trends

The report highlights a shift in consumer preferences towards brands that offer meaningful differentiation and high engagement. Brands that have successfully created unique and compelling brand experiences have seen significant growth.

There has been a notable increase in the brand power of mid-sized brands, indicating a shift from the dominance of top-tier brands to a more competitive landscape.

Notable Brand Highlights

• ByteDance: As a global leader in digital content and social media, ByteDance’s platforms like TikTok have become household names worldwide, driving significant brand recognition and engagement.
• Xiaomi: Known for its high-quality yet affordable electronics, Xiaomi continues to expand its product lines and market reach, solidifying its position as a leading global brand.
• SHEIN: The online fashion retailer has disrupted traditional retail with its fast-fashion model, capturing a significant global market share and expanding rapidly across multiple regions.
• BYD: In the automotive sector, BYD’s focus on electric vehicles has positioned it as a key player in the global shift towards sustainable transportation solutions.
• OPPO and Vivo: These smartphone giants have continued to innovate and expand their international presence, offering advanced technology and appealing to a broad consumer base.

Strategic Insights

The report suggests that the key to the success of Chinese global brands lies in their ability to offer meaningful differentiation and engage deeply with consumers. Brands that can innovate and adapt to changing consumer preferences will continue to thrive in the competitive global market.

• Consumer Engagement: Successful brands have invested in understanding and meeting the functional and emotional needs of their consumers, creating strong brand loyalty and advocacy.
• Technological Innovation: Continuous investment in technology and innovation has enabled Chinese brands to stay ahead of the curve, offering cutting-edge products that resonate with global consumers.
• Global Strategy: A tailored approach to international markets, considering local preferences and cultural nuances, has been crucial for the expansion and acceptance of Chinese brands abroad.

Top 50 Brands from Kantar BrandZ 2024 China Global Brands

1. ByteDance
2. Xiaomi
3. SHEIN
4. Lenovo
5. Huawei
6. AliExpress
7. Haier
8. TEMU
9. OPPO
10. Hisense
11. TCL
12. Tencent
13. vivo
14. Chery
15. BYD
16. Anker
17. DJI
18. MiHoYo
19. OnePlus
20. Kuaishou
21. realme
22. GWM
23. TP-LINK
24. HONOR
25. Lynk & Co
26. MAXUS
27. Insta360
28. WORX
29. Lilith
30. Century Games
31. JAC
32. Roborock
33. CHANGAN
34. Geely
35. Midea
36. DiDi
37. POCO
38. ECOVACS
39. Trip.com
40. Magic Tavern
41. Habby
42. Tsingtao Beer
43. EcoFlow
44. Infinix
45. IGG
46. Kunlun
47. eufy
48. 37Games
49. NetEase Games
50. LightInTheBox

BCG: The most innovative Chinese companies

CIW Dossier China Digital Insights (DCDI) is compiled to provide statistical information about China digital insights on the internet economy, digital trends, online users, mobile apps, and e-commerce. Click here to download.

Archive

E-commerce Market

Jul 2021

CIW Dossier “China E-Commerce” is compiled to provide statistical information about China’s e-commerce market including online retail, cross-border e-commerce, e-commerce users, and mobile shopping apps. If you need an overall insight into China’s e-commerce market, this is what you should read.

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China 618 Shopping Festival

Jun 2021

CIW Dossier “China 618 Shopping Festival” provides a perspective of the merchants regarding the performance, advertising budget, and sales expectations from the top e-commerce platforms for 618 shopping festival.

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China Social E-Commerce

Apr 2021

CIW Dossier “China Social E-Commerce” is compiled to provide four business models and statistical information about China’s social e-commerce market. Four social e-commerce models: group buying, membership, community-based, content-driven.

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China Pets Retail Market

Jan 2021

CIW Dossier on China Pets Market provides an overview of China’s pet retail market as long as the characteristics of internet users in the corresponding segment.

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Double 11 (Singles Day)

Nov 2020

CIW Dossier Double 11 is compiled to provide statistical information about China’s largest shopping festival led by Alibaba Tmall platform including pre-sale data, top retailers’ performance by GMV, and top brands on Double 11 by categories, etc.

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Payment

Oct 2020

CIW Dossier Payment is compiled to provide statistical information about China’s payment market on online payment, mobile payment, third-party mobile payment, and users’ preference for payment method in different usage scenarios. If you need an overall insight on China’s payment market, this is what you should read.

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Top Mobile Apps

Jun 2020

China’s mobile apps market, including mobile internet overview, mobile apps market, top mobile apps, select mobile apps, and mini programs.

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Taobao Live

Apr 2020

CIW Dossier Taobao Live – is compiled to provide statistical information about Alibaba’s live streaming platform.

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China Outbound Tourism

Nov 2019

Statistical information about China’s outbound travel market.

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China Online Travel Market

Nov 2019

CIW Dossier China Online Travel Market is compiled to provide statistical information about China’s online travel market including market overview, online air ticket booking, online accommodation booking, online vacation booking, outbound travel, and high-end travel.

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China Media Ad Spending

Feb 2019

China’s overall media advertising market growth and the top advertisers in China in 2018.

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Luckin

June 2019

Luckin is China’s second largest and fastest-growing coffee network, in terms of the number of stores and cups of coffee sold, according to the Frost & Sullivan Report. While operating three types of stores, Luckin strategically focus on pick-up stores, which accounted for 91.3% of their total stores as of March 31, 2019.

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China Internet Users in Tier-3 to Tier-5 Cities

Jun 2019

Quick view of China’s internet users’ time usage and expenditure in lower-tier cities (tier-3, 4, 5).

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WeChat Official Account

July 2019

CIW Dossier “WeChat Official Account” is compiled to provide a quick view of Tencent’s WeChat content ecosystem Official Account.

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Cross-border E-Commerce Female Shoppers

Jan 2019

Statistical overview of China’s female shoppers purchasing overseas consumers goods.

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China Advertising Market

Dec 2018

Statistical information about China’s advertising market on traditional advertising market, online advertising market, invalid traffic of digital ads, and mobile e-commerce ads. If you need an overall insight on China’s advertising market, this is what you should read.

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China Smartphone

Dec 2018

CIW Dossier China Smartphones is compiled to provide statistical information about China’s smartphone market including smartphone shipments, sales, and market share information as well as top smartphone brands and user profiles.

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Weibo Online Shoppers

Nov 2018

CIW Dossier Weibo Online Shoppers is compiled to provide statistical information about Weibo users who are interested in online shopping. If you need an overall insight on the demographics, purchasing behavior, and engagement, etc. of Weibo online shoppers, this is what you should read.

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China’s High-end Travelers

Aug 2018

CIW Dossier “China’s High-end Travelers” is compiled to provide an overview of China’s high-end travelers, including their travel choices, demographics, and travel habits.

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WeChat Intro

July 2018

CIW Dossier on WeChat is compiled to provide an introduction of this digital ecosystem and statistical information about China’s top mobile social application. It provides insights on WeChat Official Accounts, WeChat Pay, Mini-Programs, and advertising channels.

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Online video market

Sep 2018

CIW Dossier China Online Videos is compiled to provide statistical information about China’s online video market including online video apps, mobile video users, paid video users, short video apps, and live streaming apps. If you need an overall insight on China’s online video market, this is what you should read.

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Pinduoduo (PDD)

Sep 2018

CIW Dossier Pinduoduo is compiled to provide statistical information about Pinduoduo on group purchase model, app ranking, financial performances, user profile, IPO, and counterfeit problems.

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Golden Week Tourism

Oct 2018

CIW Dossier Golden Week (National Day) Tourism is compiled to provide statistical information about China’s tourism market for the peak travel period – Golden Week / China’s National Day holidays.

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Sports & Fitness Mobile Apps

Nov 2018

CIW Dossier China Mobile Fitness & Sports Apps is compiled to provide statistical information about China’s sports & fitness mobile app market.

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A recent unveiling at the “2024 WeChat Open Class PRO” has shone a light on its video account e-commerce business, demonstrating a nearly threefold increase in Gross Merchandise Value (GMV) in 2023. This growth is complemented by a more than 244% rise in order volume and an approximately 300% increase in product offerings.

Industry insiders estimate that live commerce via WeChat’s video accounts generated a GMV between 40 to 50 billion yuan in 2022. Following the reported threefold growth, the 2023 figures are projected to hit between 120 and 150 billion yuan.

Li Chengdong, an e-commerce analyst and founder of Dolphin Think Tank, acknowledges the impressive growth rates of video account e-commerce in 2023. However, he notes the sector’s scale remains modest compared to giants like Alibaba, JD.com, and Pinduoduo, whose GMVs have breached the trillion yuan mark, alongside emerging live commerce platforms like Douyin and Kuaishou.

A significant development is Tencent’s integration of video account e-commerce with its WeChat advertising system, allowing for video account livestreams to be promoted within Moments. This new feature opens up fresh avenues for traffic acquisition, potentially boosting conversion rates by shortening the consumer journey from ad click to purchase.

The integration extends beyond advertising, as various e-commerce formats within the WeChat ecosystem, such as social commerce and mini-program commerce, are linking up with video account e-commerce. This strategic move positions video accounts as a foundational infrastructure within WeChat e-commerce, facilitating a seamless flow of both public and private domain traffic within the social network.

WeChat’s new social e-commerce platform integrates Shopping Accounts

Launched in 2020 as a counter to Douyin and Kuaishou, WeChat’s video accounts rapidly developed a comprehensive suite of short video functionalities. By integrating with other WeChat services like Official Accounts, Search, and Mini Programs, video accounts have become a crucial part of the ecosystem.

The platform’s commercial exploration, especially in live commerce, started in earnest around the first half of 2021. According to Yu Haijun, founder and general manager of Guangzhou Zhi Ling Network Science and Technology Co., Ltd., early adopters included notable brands drawn by the platform’s promise of a refined operational framework focusing on user experience.

Tencent’s Q3 2023 earnings report highlighted a more than 50% year-on-year increase in total video account views, with WeChat’s video account content ecosystem and creator base continuing to expand. Partnering platforms like Weimob reported a 47.6% increase in video account merchants and a 50.5% increase in their GMV in the first half of 2023, further underscoring the growing importance of video accounts in the e-commerce landscape.

Despite these advances, some insiders express dissatisfaction with the growth rate, pointing to a relatively low ad load rate in video content compared to other platforms. This limitation suggests a need for increased user engagement and refined recommendation algorithms to boost traffic and conversion rates.

The integration of WeChat Moments ads with video account commerce represents a deepening of video accounts’ role within Tencent’s ecosystem, offering merchants enhanced promotional opportunities and streamlined customer purchase pathways. However, achieving a significant uplift in conversion rates through this integration will require meticulous data alignment and robust cross-departmental collaboration.

As Tencent doubles down on its investment in video account and live commerce, the future of WeChat e-commerce hinges on the harmonious fusion of advertising and transactional capabilities, underscoring the platform’s commitment to enriching its commercial ecosystem.

WeChat expanding e-commerce reach with mini program integration on JD, Xiaohongshu

The report revealed a staggering 500% year-over-year increase in the number of merchants, surpassing 100 million yuan in transaction volume, with those breaking the 10 million yuan threshold growing by 380%.

This surge underscores the platform’s rapid transformation into a bustling e-commerce hub.

In December 2023, Xiaohongshu’s COO, Conan, made a public statement that sharply contrasted his stance from five years ago when he firmly believed that Xiaohongshu should not venture into e-commerce.

“Back then, I viewed things from a community perspective. But now, I’m spearheading our e-commerce operations,” he said. This shift follows the platform’s strategic move to integrate its e-commerce and live-streaming businesses into a new transactional division, standing alongside the community and commercial departments.

Xiaohongshu has come a long way since its inception. Within six months of its launch, it introduced an overseas shopping-sharing community.

A year later, it launched an e-commerce platform called “Welfare Society.” By 2016, the platform expanded to include third-party platforms and brand merchants, experiencing rapid growth across various product categories.

However, the platform faced challenges in meeting its Gross Merchandise Volume (GMV) targets in 2018 and 2019.

Interestingly, during this period, its content community business thrived, with user numbers increasing by 100 million from January to July 2019. Consequently, Xiaohongshu shifted its focus to strengthening its community aspect, becoming a favored content community among younger demographics.

For Xiaohongshu, with a daily active user count surpassing 100 million in 2022 and advertising revenues accounting for 80% of total income, diving into e-commerce became an inevitable choice.

The platform’s primary user base has always been female, with women accounting for over 80% of its users as of 2021, and a significant 60% hailing from first and second-tier cities.

This demographic, known for its strong purchasing power and high consumer intent, gave birth to Xiaohongshu’s unique “planting grass” culture.

“Planting grass” refers to the practice of posting various forms of notes on the platform, recommending, sharing, and showcasing personal or brand experiences to influence user purchases. From a marketing standpoint, these recommendations and shares are akin to brand advertising, creating brand impressions in the consumer’s mind.

However, creating a brand impression and driving product purchases are two different challenges.

This disparity led to the “brand up, conversion down” phenomenon, where building brand impressions often requires positive language around beauty, advantages, and greatness, while actual product purchases are driven by discounts, price reductions, and limited-time offers.

In this marketing process, brand building and sales conversion are distinct, typically handled by offline malls, supermarkets, convenience stores, and online platforms like Pinduoduo, JD.com, and Taobao.

Xiaohongshu seemed to have solved this challenge by combining search functionality with buyer-driven sales.

Unlike traditional passive content consumption, searching indicates interest in a product, restaurant, or location. As such, search engine marketing has always been highly effective.

With 70% of its active monthly users engaging in search activities, Xiaohongshu focused on closing the loop from search to e-commerce.

The platform’s shift towards e-commerce is also evident in its move towards buyer-driven live-stream commerce.

For instance, in January 2023, Dong Jie’s live-stream debut on Xiaohongshu generated an estimated GMV of over 50 million yuan. Following her, “Chu Dai Fu” achieved fame with her first live-stream lasting nearly six hours and generating sales over 50 million yuan.

These events marked the entry of celebrities and buyers like “Yi Ke KK” and “Dang Ran Shi Dang” into the live-stream sales arena.

Data from August to November 2023 illustrates the platform’s e-commerce momentum, with two billion-level buyers, 21 million-level buyers, and 20 hundred-million-level buyers emerging within just three months.

During the 2023 Singles’ Day shopping festival, Xiaohongshu saw its e-commerce user count triple and order numbers nearly quadruple compared to the previous year.

The number of merchants participating in the event and the GMV from live streaming increased by over four times, highlighting the enormous potential of buyer-driven e-commerce on the platform.

In conclusion, Xiaohongshu’s strategic pivot towards commercialization, as evidenced by organizational restructuring, live-streaming trials, data collaboration, and open search fields, marks a new era for the platform.

By focusing on search conversion and live-streaming sales, Xiaohongshu caters to its core demographic’s shopping needs and cultivates shopping habits among a broader user base. This evolution from a community-focused platform to a dynamic e-commerce powerhouse underscores Xiaohongshu’s adaptability and growth in the digital era.

Review: Xiaohongshu’s live streaming on Business Accounts

Consumer Behavior: A Rational Return

Gone are the days of impulsive “buy, buy, buy” mantras.

Today’s consumers are more discerning, seeking value for money, and brand credibility over the lure of influencers and livestream promotions. The impact of livestreams has waned, with only 22% of consumers citing it as a key purchasing factor, a decline from 32% in 2021.

Market Trends: The Price Wars

E-commerce platforms are intensifying their competition on pricing, with aggressive strategies like price matching and guarantees of the lowest prices on the web. This year’s theme for JD.com’s Double 11 is “Real Cheap,” reflecting a market shift back to core retail principles: value for money.

The Rise of Domestic Brands

Chinese local brands are set to be the biggest winners of Double 11 this year.

A significant 66% of consumers plan to increase their spending on domestic brands, turning away from international products.

This trend is driven by a deepened trust in the quality and safety of local brands, with young consumers actively seeking local alternatives to overseas brands, especially in apparel and accessories.

The Silver Economy

With over 280 million people aged 60 and above, China hosts the world’s largest “silver” consumer group, many of whom are proficient in using the internet and smart devices.

They represent a vital yet understated market segment, with a buying motivation split between seeking discounts and enhancing the quality of later life. The influence of family and friends plays a significant role in their purchasing decisions, indicating that reputation and word of mouth are paramount within this demographic.

For Double 11 in 2023, expect the following:

• A market driven by rational consumer choices, with less emphasis on influencer marketing and more on product quality and brand reputation.
• A surge in domestic brand loyalty, as consumers prioritize local products over international offerings.
• An emphasis on pricing strategies, with platforms offering various subsidies, price guarantees, and direct discounts to capture market share.
• A need for tailored marketing strategies to cater to the growing silver economy, which seeks quality, usability, and trustworthy recommendations.

The Double 11 Shopping Festival of 2023 is shaping up to be a battleground for price and value, a showcase for national brands, and a testament to the discerning power of the silver economy. As consumer behavior becomes more rational, e-commerce platforms and brands must adapt to these evolving trends to captivate the Chinese market.

Overall Performance

The 2023 Double 11 event showcased a total online retail sales volume of 515.56 billion yuan during the peak sale period (October 31st to November 3rd), marking a 9.5% year-on-year increase. This growth signifies robust overall performance amidst an evolving e-commerce landscape​​.

According to data from Xingtu, the total GMV on comprehensive e-commerce platforms totaled 277.7 billion yuan from 8pm 10 November till the end of 11 November. 60% from Tmall, JD.com about 28%, Pinduoduo 7%. Cross-border import e-commerce accounted for 34.1 billion yuan.

Strategic Shifts and Platform Performances

A noticeable shift this year was the focus on low pricing strategies across platforms. Major e-commerce giants like JD.com, Tmall-Taobao, Douyin, Kuaishou, and Pinduoduo emphasized offering the lowest prices, with individual approaches to discounts and subsidies​​.

The sales distribution among platforms was quite varied. Tmall led with a 35.4% share, followed by JD.com (21.6%), Douyin (9.6%), Taobao (8.6%), and Pinduoduo (6.7%). The combined Tmall and Taobao, forming the Taobao-Tmall group, dominated with a 44% sales share​​.

Douyin’s rise to the third position highlights the increasing acceptance of its e-commerce model, which integrates interest-based shopping, short video content, and live-streaming​​.

Consumer Trends

The 2023 festival saw more diversified and personalized consumption. There was a notable acceleration in high-quality, experiential, and interest-driven consumption. Products catering to unique hobbies like rock climbing, surfing, and camping gained popularity, along with smart products like open-ear headphones and electric adjustable desks​​.

Health management and beauty products also saw a surge in demand. The trend towards “home-based healthcare” led to increased sales of oxygen concentrators, blood oxygen monitors, hearing aids, and electric wheelchairs. The anti-aging segment, particularly home beauty devices, witnessed explosive growth​​.

Individual Platform Highlights

JD.com: Achieved record-breaking sales, orders, and user numbers. Over 60 brands surpassed 1 billion yuan in sales, and nearly 20,000 brands saw a more than threefold increase in transaction volume compared to last year. The platform also reported significant growth in live broadcasting viewership, with a total of over 380 million views​​​​.

Tmall: Reported 402 brands exceeding 1 billion yuan in sales, with national brands making up a significant portion. The platform witnessed a historic peak in user visits and continued to expand its market share, especially in lower-tier markets​​​​.

Douyin: Experienced significant growth in GMV, with daily GMV of certain products exceeding one million yuan. The platform’s “official discount” strategy played a key role in this success, highlighting social commerce’s and live streaming’s power in driving sales​​​​.

These insights reflect the robust nature of China’s e-commerce ecosystem and underscore the changing consumer preferences and strategic shifts among the leading online shopping platforms. The Double 11 festival continues to evolve, setting new trends and benchmarks in the global e-commerce landscape.

The GDP growth in 2022 was primarily driven by the mining sector (7.3%), manufacturing (3.0%) and production and supply of electricity, thermal power, gas and water (5.0%).

High-tech manufacturing and equipment manufacturing also grew at a faster rate (7.4% and 5.6% respectively). Agriculture and animal husbandry also saw an increase in output.

In 2022, China’s total value of imports and exports of goods was 42,067.8 billion yuan, an increase of 7.7% compared to the previous year. The total value of exports was up by 10.5%, and the total value of imports was up by 4.3%.

The trade balance was in surplus by 5,863.0 billion yuan. The imports and exports by private enterprises grew by 12.9%, and the imports and exports of mechanical and electrical products grew by 2.5%.

The consumer price in 2022 went up by 2.0% compared to the previous year, with the highest increase in transportation and communication (5.2%). The producer prices for industrial products went up by 4.1% and the purchasing prices for industrial producers went up by 6.1%.

Employment was generally stable, and the surveyed unemployment rate in urban areas was 5.5%. The number of rural migrant workers was 295.62 million, up by 1.1% compared to the previous year.

Top 10 Smart City Forecast in China 2022-2025

China GDP Grew 8.1% in 2021; Q4 slowed to 4%

According to the preliminary estimates, China gross domestic product (GDP) in 2021 reached 114,367 billion yuan in 2021, an increase of 8.1 percent over the previous year at constant prices with an average two-year growth of 5.1 percent.

• Q1 GDP up by 18.3 percent year on year
• Q2 7.9 percent
• Q3 4.9 percent
• Q4 4.0 percent

By industries, the value-added of the primary industry was 8,308.6 billion yuan, up by 7.1 percent over the previous year, that of the secondary industry was 45,090.4 billion yuan, up by 8.2 percent and that of the tertiary industry was 60,968.0 billion yuan, up by 8.2 percent.

The total output of grain in 2021 was 682.85 million tons, an increase of 13.36 million tons, or up by 2.0 percent over the previous year. Of this total, the output of summer grain was 145.96 million tons, up by 2.2 percent, and that of early rice was 28.02 million tons, up by 2.7 percent. The output of autumn grain reached 508.88 million tons, up by 1.9 percent.

The total value added of industrial enterprises above the designated size increased by 9.6 percent over the previous year, an average two-year growth of 6.1 percent.

• mining was up by 5.3 percent
• manufacturing up by 9.8 percent
• production and supply of electricity, thermal power, gas and water up by 11.4 percent.
• high-tech manufacturing and equipment manufacturing went up by 18.2 percent and 12.9 percent respectively

The production of new energy vehicles, industrial robots, integrated circuits, and microcomputer equipment grew by 145.6 percent, 44.9 percent, 33.3 percent, and 22.3 percent, respectively.

In 2021, the national industrial capacity utilization rate reached 77.5 percent, 3.0 percentage points higher than that of the previous year.

The tertiary industry experienced fast growth in 2021.

The value-added of the information transmission, software and information technology services, accommodation and catering services, and transportation, storage and postal services grew by 17.2 percent, 14.5 percent, and 12.1 percent over the previous year respectively.

In 2021, the Index of Services Production grew by 13.1 percent over that of the previous year with the average two-year growth of 6.0 percent.

In 2021, the investment in fixed assets (excluding rural households) reached 54,454.7 billion yuan, up by 4.9 percent over the previous year with the average two-year growth of 3.9 percent.

Specifically, the investment in infrastructure went up by 0.4 percent, manufacturing up by 13.5 percent, and real estate development up by 4.4 percent.  The private investment was 30,765.9 billion yuan, up by 7.0 percent, accounting for 56.5 percent of the total investment.

The investment in high-tech industries grew by 17.1 percent, 12.2 percentage points faster than the total investment, of which the investment in high-tech manufacturing and high-tech services grew by 22.2 percent and 7.9 percent, respectively.

In terms of high-tech manufacturing, the investment in electronics and communication equipment manufacturing and in manufacturing of computers and office devices grew by 25.8 percent and 21.1 percent, respectively.

In terms of high-tech services, the investment in e-commerce services and services for the transformation of scientific and technological achievements grew by 60.3 percent and 16.0 percent, respectively.

The investment in social sector went up by 10.7 percent over the previous year. Specifically, the investment in the health sector and in the education sector went up by 24.5 percent and 11.7 percent respectively.

In 2021, the total value of imports and exports of goods was 39,100.9 billion yuan, an increase of 21.4 percent over the previous year.

Specifically, the total value of exports was 21,734.8 billion yuan, up by 21.2 percent; the total value of imports was 17,366.1 billion yuan, up by 21.5 percent. The trade balance was 4,368.7 billion yuan in surplus.

The imports and exports of general trade grew by 24.7 percent, accounting for 61.6 percent of the total value of the imports and exports, an increase of 1.6 percentage points over the previous year.

The imports and exports by private enterprises grew by 26.7 percent, accounting for 48.6 percent of the total value of the imports and exports, 2 percentage points higher than that of the previous year.

Find out about China’s economy in 2021:

• China retail sales up 12.5% in 2021; online retail grew 14.1%
• China Consumer Price Index (CPI) in 2021
• Statistics: China per capita disposable income
• China’s population

China IoT market forecast 2021-2024; Internet of Vehicles the fastest growing segment

In 2022, the total views of the original content on WeChat Channel (video account) increased by 350% year on year, and the scale of live broadcast increased by 300%, according to WeChat’s data released on 10 January 2023.

The commercial potential of live video broadcasting continues to be released, and the corresponding e-commerce sales increased by more than eight times year on year.

In 2022, the number of daily active creators and the average number of videos uploaded by the video account increased by more than 100% year on year, the number of creators with at least 10,000 fans increased by 308%.

The number of video account earners increased by 101%, and the total income of live video anchors increased by 447%.

Live video GMV increased by more than 8 times year on year in 2022, and the average selling price exceeded 200 yuan. Among them, the top three categories of consumption are covered by clothing, food, and beauty.

The monthly active users of WeChat Search have increased to 800 million, and the total search volume increased by 54%. Mini Programs are widely used in scenic spots, hotels, airports, and other fields, and the number of WeChat Mini Programs has increased by 183%.

WeChat Search contributed to 27% of Official Account follower growth and 20% of Mini Program’s new daily active users. Its contribution to WeChat Channel follower growth has increased by 120%.

WeChat MAU

Over 330 million of WeChat’s (known as Weixin in China) 1.2883 billion monthly active users use video calling. 780 million users are on the social networking section WeChat Moments and 120 million publish updates. The content network WeChat Official Account has 360 million users.

WeChat has evolved from an instant messaging app to a service meeting the digital needs of over 1.27 billion MAU in Q4 2021. Each day, more than 120 million active users post in social networking Moments, 360 million users read Official Accounts articles, and 500 million users access Mini Programs (Q1 2022) daily.

For Q4 2021, WeChat daily active advertisers expanded by over 30% year-on-year. Over one-third of Moments’ advertising revenue was generated from advertisements using Mini Programs as landing pages and advertisements connecting users to customer service representatives via WeCom.

WeChat Video Accounts’ time spent per user and total video views more than doubled year-on-year as Tencent enriched content diversity and enhanced the product experience.

WeChat Mini Programs

The daily active users on WeChat Mini Programs reached 450 million according to WeChat official data in January 2022. The transaction volume of catering, tourism, and retail increased by 100% year-on-year. Mini Program DAU reached 500 million (Q1 2022).

The number of Mini Program developers has exceeded 3 million.

In 2020, the daily active users of WeChat Mini Programs exceeded 400 million, according to its official data shared at its annual event WeChat Public Lecture.

The number of mini programs used per user increased by 25%, the average transaction value per user grew by 67%, the number of programs with transactions increased by 68%, and the annual transaction volume of more than doubled in 2020.

In 2020, more than 100 million people purchased in shopping malls and department stores on WeChat Mini Programs. With the help of mini program pre-sale + offline self pick-up mode, more than 300 million users purchased fresh fruits and vegetables.

WeChat Mini Programs overview

WeChat Games

In 2020, the commercial realization of WeChat mini games increased by 20%.

Last year, the proportion of male and female users in the distribution of mini games accounted for 50% respectively. 40% of the users in the first and second-tier cities, and 65% of the users aged 30 and above.

Compared with 2019, the per capita game duration of mini games increased by 50%, and the average number of games played increased by 20% in 2020.

China game live streaming revenues to double by 2021

WeChat Search

The number of monthly active users of WeChat search has reached 700 million according to WeChat official data released in January 2022.

WeChat search staff said that in the mobile Internet era, search should not be limited by the search box, but need to be accessible by the touch. Users can search while chatting.

WeChat search will screen out the high-quality content of WeChat and produce a more accurate connection with users.

In the future, it can expand the search scope to the whole internet-based the needs of users. The search results are currently mostly provided by WeChat Official Account and Sogou.

Top search trends in China

WeChat Pay

In January 2022, WeChat shared the latest progress on WeChat Pay:

• 23 thousand monthly service providers
• Over 10 million merchants
• More than 1800 banks and Payment institutions
• 23 thousand monthly merchants
• In the next three years, WeChat Pay will continue to carry out digital upgrading of WeStore, with a planned investment of more than 10 billion yuan

In 2020, Zhifufen, a credit score on WeChat Pay, saw more than 240 million users. It boosted the conversion rate of e-commerce orders by 14% and the repurchase rate of retail merchants by 73%.

In 2021, WeChat mini stores and Zhuanzhuan (a secondhand-goods marketplace) will integrate Zhifufen.

In the e-commerce industry, WeChat Pay’s Zhifufen enables post-payment after receiving the delivery and faster refund. Users can quickly receive a refund after submitting return logistics information.

As of January 2022, more than 50% of users have activated Zhifufen, whose solutions cover more than 3000 industries. WeChat Pay unit cooperates with the e-commerce industry on “buy first and pay later”, which has been used by more than 100 million users.

Zhifufen also announced the launch of audio and video members’ services such as “watch first and pay later”, which helped solve the problems that bothered audio/music and video users to deduct fees in advance and forget to terminate their contracts.

China’s online payment users penetration reaching 86%

Enterprise version of WeChat: WeCom

In 2020, there were 80,000 enterprise WeChat partners, with a year-on-year growth of 400%. 

Acquire, convert, and retain customers through WeChat Ads + WeChat Work (WeCom)

Alibaba Tmall Double 11 Shopping Festival

Alibaba Group kicked off its Tmall Double 11 Shopping Festival 2021 on 20 October 2021. This is Alibaba’s 13th annual Double Eleven shopping festival in China with an emphasis on sustainability and inclusiveness.

This year marks the largest Double 11 Festival to date, with a record 290,000 brands participating. Alibaba Tmall is offering more than 14 million deals to over 900 million consumers in China. Double 11 2021 will once again have two sales windows – the first will be from November 1 to 3, and the second will be on November 11, on the day of the main event.

Livestreaming will be a key consumer engagement mechanism for brands and merchants to build awareness and drive sales. Starting on October 20 throughout the Festival, Taobao Live will feature 700 leading KOLs, celebrities and brand representatives in livestream sessions.

In addition, Taobao will roll out a new feature for users to share their “shopping cart” items with friends and family, creating a more social shopping experience.

Taobao app introduced an option for “senior mode“, a new feature designed to make the user interface more accessible for senior citizens.

It offers voice-assisted technology, simplified navigation, larger font size and icons. The app homepage also offers games for elderly users to unlock special discounts for groceries, making the experience more engaging for the silver generation.

Consumers are encouraged to share their “Goods for Good” purchases with their friends and family, and Alibaba will make a RMB1 donation for every successful social media share.

Launched in 2006, Alibaba’s “Goods for Good” program enables merchants to donate a portion of their sales to charitable organizations of their choice, while consumers can support their favorite charitable causes through their purchases.

The donations from this year’s Double 11 Festival will provide support to three major beneficiary groups: elderly citizens living in solitude, “left-behind children” in remote areas and low-income workers.

Tmall Double 11 Pre-sale

At 8 p.m. on October 20, Tmall Double 11 officially opened the pre-sale. This year, Tmall’s Double 11 will collectively discount 14 million products, of which all the popular products in 1000 brand flagship stores will be subsidized to 50%.

According to Taobao live streaming data, Li Jiaqi, one of the top anchors, listed 439 products on the evening of October 20. The cumulative transaction value of the live broadcast room is as high as 11.5 billion yuan, and the estimated sales volume is 37.71 million.

In addition, the maximum sales volume of a single product was 1.8777 million yuan, the maximum sales value of a single product was 389 million yuan, the average customer purchase was 306 yuan, and 2.83 million new followers.

Another top influencer Viya started live streaming at 12:55 on October 20, with a cumulative live streaming duration of 14 hours and 28 minutes. The total sales reached 8.533 billion yuan and the average customer purchase was 317 yuan.

There are 499 products listed and the estimated cumulative sales volume is 26.89 million. The maximum sales volume of a single product is 605,600, and the maximum sales value of a single product is 490 million yuan.

Alibaba Tmall Double 11 Sales/GMV

In 2021, Alibaba’s Tmall Double 11 shopping festival achieved a new record of US$84.54 billion in gross merchandise volume.

More than 2.5 million consumers purchased green products on Tmall. Tesla, for example, sold more charging stations for its electric cars within the first minute on November 11 than it had during the entire festival last year.

JD Double 11

Presales

On October 20, the 2021 JD”s Double 11, Singles Day Grand Promotion, began with the pre-sale rolling in at 8 pm. The number of customers who placed orders within the first four hours increased by nearly 40% compared with the first day of the pre-sale in 2020.

The first order delivered by JD’s on-demand “Shop Now” service was swiftly fulfilled within only 10 minutes.

According to JD, an increasing amount of young people joined the pre-sale as consumers aged 18-35 accounted for over 70% during the pre-sale period. Since many brands also opened pre-sales at 8 pm, they swiftly shattered the pre-sale record set on the first entire day of the pre-sale last year.

This shopping enthusiasm was fully ignited across China. Within the first four hours of the pre-sale, Guangdong, Jiangsu, and Beijing took the top 3 in order amounts; and when it comes to the product category, large appliances took the lead, followed by phones, sports shoes and bags, and facial care products.

Haier ranked the most popular brand out of all the large appliances during the pre-sale period, and Siemens came after.

On computers and digital products, hardware devices for education purposes came out strong.

Xiaomi, Huawei, and OPPO were also among some of the highly popular tech products, as the pre-sale order volume for Xiaomi phones in the very first hour exceeded that of the first entire day last year.

Within the first four hours of the pre-sale, order amounts of OPPO phones this year increased by 227% YoY.

This Singles Day, JD provided e-CNY (CBDC) red envelopes for users in 11 cities including Beijing, Shanghai, Shenzhen, Dalian, Xi’an, Chengdu, and more, in collaboration with China Construction Bank (CCB).

Users located in these cities, who have never opened an e-CNY account, can search “e-CNY” on JD’s app to get access to the activity page. The red envelopes can be used on JD’s e-commerce app to purchase first-party products.

JD Double 11 Sales

JD.com reported a record-breaking Singles Day Grand Promotion on November 12, 2021, with transaction volume totaling RMB 349.1 billion yuan at midnight of November 11, ending the 11-day promotion that started from 8 pm on October 31.

The transaction volume of 31 brands surpassed RMB 1 billion yuan with Apple surpassing RMB 10 billion yuan.

Users from lower-tier markets account for 77% of all users for JD’s Singles Day Grand Promotion this year. JD has seen rapid growth of consumption from these markets in the categories of home appliances, medicine, and home decoration.

For example, the transaction volume of dishwashers and sweeping robots increased 2 to 3 times, with some smart home appliances even increasing 5 to 10 times.

Over 100,000 customers used e-CNY on JD’s app during the promotion period.

Xiaomi

During November’s Singles’ Day Shopping Festival, Xiaomi and Redmi brand smartphones together ranked No.1 in sales volume on Tmall.com, JD.com and Suning.com. The Group’s premium smartphones also ranked No.1 among Android smartphones priced above RMB4,000 on Tmall.com and JD.com.

In addition, during the shopping festival, the total sales volume of Xiaomi’s smartphones from its offline channels increased by more than 110% year-over-year.

Dossier: Double 11 (Singles Day)

There are some new “situations” in this year’s 618 festival.

On the one hand, 618 has become an important opportunity for online shopping of high value and large commodities; on the other hand, it’s also a good time for families to stock up, including the sales of home appliances, 3C, food, beauty products, and etc, which will reach the peak in the first half of the year during 618.

At the same time, many big brands lead the promotion activities, and the promotion discounts also attract many new consumers.

Smart and high-quality differentiated products have become the hot spots trends in the field of home appliances, driven by promotions from both home appliance brands and major e-commerce platforms.

Get an introduction of 618 Shopping Festival here.

80% of the enterprises, surveyed by Chinese media Yibang, participated in Tmall 618, more than half of them invested more than 30% of the 618 budget in Tmall, and 40% of the enterprises surveyed expected that more than half of the 618 sales would come from Tmall.

50% of the enterprises interviewed said that in the past year, Tmall had the highest conversion among all platforms.

CIW Dossier: 618 Shopping Festival provides a perspective of the merchants regarding the performance, advertising budget, and sales expectations on the top e-commerce platforms for 618 shopping festival.

Update (21 June 2021): During this year’s “618” (June 1-20), the State Post Bureau observed more than 6.59 billion pieces of parcels, a year-on-year increase of 24.24%, and an increase of 84.16% compared with the same period in 2019.

China’s total 618 sales in 2021 reached 578.48 billion yuan, an increase of 26.5% YoY, according to data from Syntun. Top 3 channels by total sales are Tmall, JD, and Pinduoduo. Download CIW Dossier: 618 Shopping Festival to get more sales insights.

Alibaba Tmall 618

Over 67% consider Tmall as the top platform for 618.

Among the enterprises surveyed, 51% invested more than 30% of their budgets in tmall. Among them, 10.6% of enterprises allocate more than 80% of the ad budget on the Tmall platform; most allocate 30% to 50% of their total 618 budget on Tmall.

Tmall is giving away RMB10 billion (US$1.57 billion) in consumer coupons and subsidies to help further stimulate post-Covid consumption during Tmall 618 Festival 2021.

According to the official introduction of Tmall, huge discounts will be launched from June 1 to June 20. The specific activities are as follows:

• 20 yuan off every 300 yuan purchase with a total subsidy of 10 billion yuan
• 88vip members will receive additional 520 yuan
• Beauty products at flagship stores are cheaper than duty-free stores

A total of 250,000 brands participate in this year’s Tmall 618, which is 2.5 times that of last year. A total of 13 million products participate in offering discounts, of which 1.4 million are new products.

Tmall merchants almost all started the official live streaming for this year’s 618 shopping festival. About 100 celebrities have locked in Taobao Live to interact with fans. More than 500 CEOs have already made time for Tmall 618 in the agenda to face consumers and offer more brand discounts.

For more established brands, this year’s 618 festival is all about membership engagement. Shoppers who have signed up their favorite brands’ membership on Tmall can expect more additional benefits.

Tmall 618 sales

Millions of loyalty-program members on Tmall helped drive sales for 25 brands, which had each exceeded RMB100 million in transactions on June 1.

As of June 16, brand merchants have acquired nearly 60 million new members during Tmall 618, and some saw more than 50% of the transactions come from members. On June 1 alone, the first day of Tmall 618, there were 25 brands with a turnover of over 100 million yuan from members.

Since the beginning of this year, Tmall has strengthened its membership operation. The exclusive rights and benefits of brand members will be revealed many times in the search results and commodity display pagse, and various tools such as exclusive rights and benefits of members and member interaction are also provided for merchants.

About 20 brand merchants exceeded 10 million member milestone on Tmall. Alibaba didn’t disclose detailed sales value this year.

Tmall Hey Box: Alibaba’s best seller incubator for top brands

JD.com 618

Jingdong announced it will focus on live streaming, short videos, graphics, and quiz to enrich its content marketing for the ongoing 618 Grand Promotion at a kick-off event on May 20 in Beijing.

JD.com will invite more than 300 celebrities, and executives from nearly 600 brand partners to participate in various promotions through live streaming during the promotion.

The company will also invite KOLs and celebrities to create short videos to assist promotion. More than 1,000 professional buyers or KOLs from different categories will be invited to share their favorite products to drive more traffic to JD.com.

JD will hold two galas through live streaming inviting celebrities to bring consumers the festive atmosphere of 618. Leveraging JD and WeChat’s strength, JD will offer live streaming through 10 WeChat accounts.

Over 30,000 new brands and stores were launched during 618 on JD Super, JD’s online supermarket, with over 2.4 million new products.

Shoppers in Nanjing, Jiangsu province are the most active, taking the crown for the largest order volume.

Group buying is most used in Harbin. The average amount per group buy order in the chilly capital of Heilongjiang province in Northeast China this year exceeds RMB 1,000 yuan.

Other top competitors for 618 include Kuaishou, Douyin (TikTok), Pinduoduo, and Meituan.

JD & Douyin (TikTok)

JD signed a 20 billion yuan collaboration agreement with Douyin (TikTok). And, JD’s products are integrated on Douyin in this year’s 618 festival and users can buy JD products on Douyin directly without being redirected to an external page.

JD 618 Sales

In the first three minutes on Jun. 18, JD Super, JD’s online supermarket, saw sales increase 10 times, and in the first two minutes, packaged foods exceeded RMB 300 million yuan while the maternal and baby category exceeded RMB 200 million yuan.

In the first hour on Jun. 18, JD Fresh saw sales increase 70% YOY. Looking at sub-categories, seafood, meat, eggs and poultry, and fruit and vegetables increased 160%, 105% and 80% respectively. Sales of food which require little effort to prepare increased 160%.

JD.com reported a total transaction of over RMB 343.8 billion yuan for its 18-day 618 shopping festival 2021, representing a growth of 27.7% YoY from the same period in 2020 (RMB 269.2 billion yuan).

The pet category has boomed. Post-90s consumers spent an average of RMB 507 yuan per month on pet products in 2021. During 618, smart pet products increased 47% YOY.

Luxury products. Sales of Ferragamo, TOD’s, and BALLY increased 150%, 232% and 600% respectively. In addition, over 20 designer brands saw sales increase over 15 times YoY on JD platform. Consumers continue to embrace the convenience of buying luxury products online.

Sales of imported gaming phones on JD Worldwide increased by nearly three times. Imported dry cat food increased by 108%.

During the 18-day promotion, sales of JD’s online real estate business increased 230% YOY. Sales of housekeeping and cleaning services increased 6.3 times while the order number of car maintenance increased 285%.

Genetic testing service sales increased 23 times, making it the fastest-growing category of healthcare services on Jingdong. Oral health product sales increased 447%.

The top five international brands are Aptamil from Germany, Estee Lauder from the U.S., A2 from Australia, Nintendo from Japan, and Sulwhasoo from Korea. In the fresh food category, 5 million Zespri kiwis and 260,000 durians from Thailand were sold during the 18-day sale.

Social e-commerce Pinduoduo’s road to brand upgrade

618 Sales performance of other brands and platforms

Xiaomi 618

From June 1 to 18, the total GMV across all Xiaomi’s platforms exceeded 19 billion yuan (US$29.37 bn), with a year-on-year growth of 90%.

Its sales volume of smartphones ranked first among all Android phones, the TV category won first place in the sales volume / sales values. Xiaomi 11 Pro is the best selling model on both JD and Tmall.

Xiaomi’s offline sales channels saw 123% YoY increase in total transaction values. Live streaming delivered 1.34 billion yuan in total sales, an 92% growth YoY.

Douyin (TikTok) 618

Douyin 618 started on June 1st and ended at 8 a.m. on June 19th. The top 5 best-selling brands are:

1. Chuchu (new brand)
2. WHOO
3. China Gold
4. Shepinhui
5. Huawei

Apple ranks sixth overall or second after Huawei under “3C electronics” category.

The top five are expected to have sales of more than 100 million yuan. Unfortunately, Apple, Adidas, Nike, and other international brands are not expected to exceed 100 million yuan in sales on Douyin, according to Chinese media Yibang Dongli.

Douyin saw the largest new user growth of over 392% YoY among post-00s, followed by post-90s (+225.9% YoY).

This is Apple’s second year of participation in 618 and saw a sales increase of 16% YoY, according to data from Counterpoint Research.

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Social e-commerce Pinduoduo’s road to brand upgrade

The launch of Mini-Game “Jump” (Tiaoyitiao)  made WeChat Mini-Programs (or WeChat Apps) an instant hit in early 2018. On average, 230 million users used WeChat Mini-Programs daily, 60 million more than 2017. It is estimated to exceed 350 million by the end of 2019.

Read the latest insights on WeChat apps and mini programs here.

WeChat’s Mini-Programs has covered over more than 200 industries and provided over 100 billion times of requests. The sector of public services has been available among 362 prefecture-level cities and created over 500 billion commercial value. The total transactions were 600% more than a year ago.

At the end of 2018, over 2.3 million WeChat Mini-Programs has gone online since its launch in January 2017, which increased by nearly 300% from early 580 thousand.

In terms of the total number of applications, WeChat took less than two years to surpass Apple’s App Store, which held 2.1 million apps with ten years. Aldwx.com’s Mini-Programs data statistics platform forecasts the total mini-apps on WeChat will surpass 5 million by the end of 2019.

It is becoming more and more difficult for a mini-programs to get enlisted in the top 100 ranking on WeChat.

Tongcheng-eLong and Pinduoduo took the first two spots in December 2018. 34% of the top 100 mini-programs turned out to be newcomers. On average, 30% of the top 100 would be replaced by new ones every month in 2018.

All WeChat mini-programs attracted more than 8 billion yuan (US$1.19 billion) from 110 funding rounds led by 120 investment agencies. The figure was eight times higher than it was in 2017.

Offline retail and online shopping mini-programs were the two most popular areas, which together accounted for nearly 70% of total funding.

9 Brands see great results from WeChat Mini Program live streaming campaigns

The advertising market of WeChat Mini-Programs is projected to grow from 5 billion yuan in 2018 to 20 billion yuan by 2019. The retail transactions made with WeChat ecosystem is to exceed 3 trillion yuan by 2019.

Following the launch of Nearby Mini-Programs feature, some leading retailers have successfully connected online marketing scenarios with offline. For example, IKEA WeChat Mini-Program saw 2.26 million visits in 24 hours on the day it went online.

On average, each user accesses WeChat Mini-Programs 4.25 times a day and spends 8.7 minutes on it. WeChat Mini-Programs has seen 600 million users as of the end of 2018. 72% of WeChat users have used WeChat Mini-Programs; 34% of whom used it frequently.

Business guide to WeChat Mini Program live streaming

WeChat Apps Usage Scenarios

53% of users use WeChat Mini-Programs mainly for temporary usage, 40% didn’t want to download mobile apps, 33% are automatically redirected to it after scanning QR code or clicking, and 31% just want to give a try.

User profile & usage preference

Among WeChat Mini-Programs users, 58% were men, 70% under 40 years old, 76% college educated or above, and 52% lived in tier-3 or lower tier cities.

42% of users played Mini-Games on WeChat, 39% used lifestyle services mini-programs, and 28% viewed news.

Specifically, those aged 17 years or younger mainly used WeChat Mini-Games. Users between 18 and 49 years old like to use Mini-Games and lifestyle service mini-programs. And, older users over 50 years old prefer news mini-programs, such as People’s Daily, and lifestyle service mini-programs.

Out of the 69 entry paths to access WeChat Mini-Programs, chatting, sharing, search, QR code, and shortcuts are most frequently used.

44% of users chose shortcuts from My Mini-Program in the main chat interface, 40% accessed from friends’ sharing (especially preferred by older users), and 35% entered through Official Account redirection.

Usage scenarios

53% of users use WeChat Mini-Programs mainly for temporary usage, 40% didn’t want to download mobile apps, 33% are automatically redirected to it after scanning QR code or clicking, and 31% just want to give a try.

Mini Program platforms in China: WeChat vs. Alibaba vs. Baidu

In the eyes of users, what makes WeChat Mini-Programs attractive is its ease to use (60%), no need to download apps (57%), no RAM usage (31%), and convenience to share with friends (28%).

71% of users have shared Mini-Programs to others because they deem it valuable (57%), they were asked by friends (22%), or attracted by rewards (15%).

56% shared practical tools for office collaboration, 48% shared interesting contents to create topics and enhance interactions, and 32% shared Mini-Games to show gaming advancement, earn red envelops, or invite someone to compete against themselves, etc.

30% of WeChat users have used Mini-Programs to shop. 43% of them are willing to download apps, 40% found the product offer was cheaper, and 34% were redirected from posts on WeChat Moments.

However, some program designs affect users’ experience while shopping, such as profit-provoking shares and useless vouchers.

Users’ impressions on WeChat Mini-Programs

For those not using WeChat Mini-Programs, 30% found it not easy to find the one they want as many users mainly get access from friends’ sharing. 25% found the interface choppy especially when they played Mini-Games. And, 23% are worried about a specific function because it seems only useful for temporary usage.

Overall, users hold positive impressions toward WeChat Mini-Programs. 44% of users thought Mini-Programs could replace apps for occasional usage, 36% believed it could help save the smartphone storage, and 32% only viewed it as a tool.

40% of users expect WeChat Mini-Programs to improve the interface switching fluency between chat and mini-programs. 37% expect more useful mini-programs. And, 37% wish it more active in interactions.

One-third of users are willing to download the app after they have a try with a mini-programs. However, most of the users are primarily provoked by profits to download the app.

WeChat’s new social e-commerce platform integrates Shopping Accounts

“Shopping Accounts” is under Tencent Huiju, which is a mini program for select brand products, launched by Tencent Smart Retail in December 2020. Huiju aggregates different household name brands’ WeChat mini programs including Walmart and Starbucks, similar to Alibaba Taobao’s upgrade Tmall, a platform for well-known brands.

Tencent Huiju currently covers about 11 categories of products, namely supermarket fresh food, leisure snacks, household department stores, catering and food, beauty shop, men’s clothing shop, sports hall, shoe and bag shop, women’s clothing shop, baby and children’s shop, and medicine shop.

As of May 15, a total of 354 brands have set up their Huiju stores.

Huiju is defined as “the social e-commerce practice solution of Tencent Advertising”. Huiju subsidizes the platform users with the traffic acquisition cost for social community distribution to achieve a lower acquisition cost and help the “private domain growth” of businesses.

In the future, Huiju will introduce new interactive play methods, such as group buying discounts, brand live streaming, and new user red envelope.

Tencent Huiju’s new function “shopping accounts” is more eye-catching.

The steps for users to register “shopping account” are very simple. Any WeChat user can open the Tencent Huiju mini program to easily get a “shopping account” linked to her own WeChat personal account to sell products from Huiju to potentially earn commissions.

The “shopping account” is equivalent to a virtual store where individuals share their “favorite” products from Huiju platform. Users can select product from Huiju platform and put them on the “my product list”.

The initial shopping account has only four product listing locations and one can’t change the listed product in three days.

The higher the “influence” of the shopping account, the more recommended places they can get. The account owner can share these products with WeChat friends, who could buy the products at a price lower than the platform, also known as “exclusive price”.

For merchants, they can potentially enjoy the huge traffic with much lower cost from WeChat’s 1.2+ billion users, which remains to be proven. Currently, shopping account owners can’t get cash rewards from successful referring products to their WeChat connections. And, the lacks of shopping habits on WeChat and customer support are both hindrances.

There’s a community feature where shopping account owners can see recommended products from friends as well as the accounts’ referred sales and visits:

This product seems to be still in its early stage with many frictions to clear to realize the social e-commerce potential. Check out another product Tencent officially launched as a Pinduoduo competitor here.

This week, Tencent launched an independent mobile app for Xiao’E Pinpin, which currently has a similar design as the mini program.

The home page adopts a similar design as Pinduoduo, with a popular products row set on top, including beauty products, food supermarket, etc.

The middle part is the welfare for new users, which speeds up the acquisition of new users through low price concessions. The bottom showcases recommended products.

The core of Xiao’E Pinpin is social e-commerce, so a function called “friends like” is designed in the app.

This function is similar to Pinduoduo’s “Pinxiaoquan”, which can publish the product news on this page, and other friends can comment, like, and share in WeChat Group, so as to promote the success rate of transaction while maintaining shopping interaction.

Social e-commerce Pinduoduo’s road to brand upgrade

Nowadays, the social e-commerce segment in China is still becoming more and more competitive.

Taobao integrates the daily special sale and Juhuasuan, competing with Pinduoduo through 10 billion yuan subsidies. Jingxi, the Jingdong shopping platform targeting lower-tier cities, has also been officially connected to the first level entrance on WeChat.

Xiao’E Pinpin app has built-in game shopping functions. Through Xiao’E Treasure Hunt and Xiao’E Manor, users can play games while winning products, integrating shopping and entertainment. In addition to Xiao’E Pinpin, Tencent’s latest attempts also include WeChat Shopping Accounts for its Huiju social e-commerce platform.

China social e-commerce market insights 2021

The seven countries included in the report by United Nations Conference on Trade and Development (UNCTD) are Australia, Canada, China, South Korea, Singapore, UK, and the U.S. China and the U.S. lead the global retail market with total sales of $5,681 billion and $5,638 billion respectively in 2020.

China also has the largest online retail sales of US$1,414.3 billion in 2020, followed by the U.S. with $791.7 billion.

Also read: Top e-commerce mobile shopping platforms in China 2021

China’s online sales accounted for 24.9% of the total retail market. South Korea’s online share is the highest of 25.9%.

UNCTD’s report also identified the top 13 B2C e-commerce companies by GMV, led by Alibaba, Amazon, JD, Pinduoduo, Shopify, eBay, and Meituan.

Among the top 13 companies, the ones with the highest growth in 2020 are Shopify, Walmart, and Pinduoduo.

CIW members can download the report here (CIW Standard annual billing and all CIW Premium subscribers).

Social e-commerce Pinduoduo’s road to brand upgrade

Consumers can buy iPhones, Huawei mobile phones, Nike sports shoes, and Lancome skincare products on Pinduoduo. However, all these brands did not accept its proposal to open brand flagship stores.

Most brands still sell in the name of dealers, or refuse to participate in the “10 billion yuan subsidy”, or only provide low-end products. They keep a distance from Pinduoduo and regard it as an online factory outlet store.

An outlet store, factory outlet or factory shop is a brick and mortar or online store in which manufacturers sell their stock directly to the public.

Winning more brands has become one of the most important tasks of Pinduoduo this year. Pinduoduo has listed the proportion of brand GMV as the focus of this year’s work, according to LatePost.

Before the government agency issued the fine to Alibaba, Pinduoduo’s related brand investment promotion activities have been accelerated.

Pinduoduo provides traffic support to cooperative brands, including promotion activities such as “super brand day” and “ten thousand people group”. In addition, it also newly designed the “official” or “flagship store” gold logo to distinguish it from the “brand” black logo of the dealer store.

Relying on WeChat traffic bonus, low price goods, and good user experience, Pinduoduo enables users in low tier cities and those who did not use e-commerce before to buy things online. In this process, the 9.9 yuan box of fruit and the counterfeit products news placed the label “cheap” on Pinduoduo brand.

Taobao and JD have become the backbone of consumption in China today. In the past year, the number of Pinduoduo buyers has exceeded Taobao/Tmall and JD, but the people who grew up with Taobao and JD have not trusted it as much.

The “10 billion yuan subsidy” that went online in the second quarter of 2019 tried to alleviate the problem.

It also really drove the growth of platform sales and users very quickly. In 2020, the per capita consumption of its buyers has increased from 1551 yuan to 2115 yuan at the end of 2020, but this figure is less than 1/3 of JD and 1/4 of Alibaba.

The participation of 10 billion subsidies mainly included the second and third level distributors of the brand, which could not improve the trust of users on Pinduoduo. Pinduoduo marketing activities also focused on highlighting products rather than stores.

The available brand products categories are relatively limited, which restricts the frequency of consumers’ shopping and the average purchase order value.

This is why Pinduoduo has now accelerated the persuasion of the brand side to open official stores: not only to eliminate the doubts about the quality of goods, but also to have enough profit space to promote, and to sell advertisements to the brand merchants with abundant financial resources.

Internal Competition

By the middle of 2020, Pinduoduo’s total investment in merchant recruitment team had exceeded 400 people.

Based on product categories, they are divided into a brand merchant recruitment team and an industrial belt merchant recruitment team. At the beginning of 2020, Pinduoduo set up an industry-wide brand recruitment team with 30 people to attract large brands.

The 30 people team was divided into two groups to compete against each other. They do not share any data or resources with each, and team members are required to compete for brands everywhere.

The competition is extremely fierce. The performance of the two groups was assessed monthly, including the number of brand stores, GMV, and GMV growth rate.

“Two groups of people will not look up to say hello when they meet.”, according to LatePost. Sometimes the two groups approached the same brand to talk about store launch, and they didn’t know each other.

In addition to the internal competition, Pinduoduo also conducts a variety of A/B testing on the product end to observe which merchant presentation form is more attractive to consumers.

In Pinduoduo’s brand store suffix, there are “brand” black label, “official” and “flagship store” gold label, and “flagship store” label. Among them, the gold label is the official flagship store, while “brand” black label and “flagship store” label are usually dealer stores.

Showing or hiding different labels are part of Pinduoduo team’s A/B testing.

Brands’ concern on pricing control

Not all brands accept the sales strategy of trading more for lower price, especially those international brands which have built multi-level distribution system and stable profit sharing.

Pinduoduo’s discount may destroy their original pricing system and affect dealers who need to pay store rent and staff salary. Pinduoduo hoped that the brand side would also participate in the 10 billion subsidy, but some refused.

In this regard, Pinduoduo has made limited compromises and agreed not to label their listings with “10 billion subsidy” and to issue consumption vouchers instead to achieve a discount.
For those brands willing to participate, Pinduoduo also relaxed some restrictions.

Previously, it had asked businesses to make special packaging materials for “10 billion subsidy”, printing Pinduoduo’s logo and QR code on the package with brochures inside explaining “10 billion subsidy” to highlight Pinduoduo’s own brand.

Nowadays, the restriction of this kind of special packaging is no longer compulsory.

Adidas is the biggest brand in the recent round of official brands launch on Pinduoduo, and it is also the company that Pinduoduo gives the most resources; the banner of “Adidas official launch” is placed on not only the top of the “my order – to be received” page.

Adidas received a lot of support from Pinduoduo but it launched its presence as an outlet store on Pinduoduo. Its daily GMV is by far below expectation.

If Pinduoduo wants to attract brands to open stores and sell to consumers directly through its platform, so as to change consumers’ impression of this platform, for a period of time, it can only accept the positioning of the online version of outlet store – a special, low-cost, but limited variety of authentic shopping mall.

The number of brands and merchants on Tmall Global grew 60%

Zhihu is also recognized as the most trustworthy online content community and widely regarded as offering the highest-quality content in China, according to the CIC Survey.

It prides itself as a “marketplace of answers,” steadily accumulating trustworthy content through continuous creation and engagement among users and content creators over a journey of more than ten years.

As of December 31, 2020, Zhihu had 43.1 million cumulative content creators, who had contributed 315.3 million questions and answers. Its 75.7 million average MAUs in the fourth quarter of 2020 generated 675.7 million average monthly interactions during the same period.

Though it’s launched for 10 years but it is still in an early stage of monetization. Its average MAUs increased from 48.0 million in 2019 to 68.5 million in 2020.

It has adopted a content-centric monetization model and currently generates revenue from online advertising (62.4% of total revenues in 2020), paid membership (23.7%), content-commerce solutions (10%), and other new services (3.9%; primarily online education and e-commerce services).

Zhihu primarily charges display-based advertisements by cost-per-day (“CPD”) model and cost-per-mille (“CPM”) model, and primarily charge performance-based advertisements by cost-by-click (“CPC”) model.

Zhihu’s revenue increased from RMB670.5 million in 2019 to RMB1.4 billion (US$207.2 million) in 2020. Its net loss decreased from RMB1.0 billion in 2019 to RMB517.6 million (US$79.3 million) in 2020.

Its average MAUs increased by 42.7% from 48.0 million in 2019 to 68.5 million in 2020.

The level of user engagement in our community is also increasing, according to Zhihu IPO prospectus. The number of its average monthly social interactions in 2020 increased by 42.0% compared to that in 2019, and the daily active users opened the Zhihu app an average of 6.2 times per day in the fourth quarter of 2020.

Its average monthly paying members increased significantly from 0.6 million in 2019 to 2.4 million in 2020, and our paying ratio increased from 1.2% to 3.4%. In addition, the growth of its user base and user engagement has attracted more merchants and brands to our community and increased their spending to pursue more effective branding and advertising.

In addition to online advertising and paid membership services, Zhihu formally launched content-commerce solutions in early 2020. It has also consistently explored additional content-centric monetization channels and added new revenue streams.

For example, in furtherance of its development of education vertical, Zhihu has launched an online education service in response to the high demand for educational resources of its users. It has added e-commerce service as part of its efforts to expand the vertical service coverage in response to the significant consumption of trustworthy content on product recommendation and evaluation in the community.

43.1% of Zhihu users are female as of December 2020. They also have a wide geographical coverage with 52.6% of users in tier 1 and new tier 1 and 21.2% of MAUs in tier 2 cities in China as of December 2020.

In addition, 78.7% of Zhihu’s MAUs were under 30 years old in December 2020.

Users can leverage a series of features to engage actively within the community. Users can upvote and downvote answers and comments, which serve an instrumental role in our community interactions.

Users can also identify and invite other users to answer any question in the community. Other social interaction features include comments, private messages, likes, follows, favorites, and sharing.

Fake fans and manipulations on China social media

Zhihu Content Operations

Zhihu uses an AI-powered question routing system to invite users to answer questions that correspond to their interests and expertise, to incite their desire to create.

It also offers productivity tools to help content creators efficiently produce quality content. It uses a feed recommendation system and a search system to distribute content of interest to users.

Users can browse their personalized home feeds on the Zhihu app and website based on their profiles and prior behaviors, as well as search keywords to quickly access relevant content.

In addition, users can see updates from content creators and topics that they have followed, read trending topics, watch videos, and browse channels to discover content.

Zhihu leverages TopicRank algorithms to assess the content based on analytical results of users’ credentials and engagement. As a result, users’ behavior ultimately determines the order by which content is presented.

Influential, reputable, and well-recognized users generally have more weight in the content assessment process. It uses big data analytics to study user interactions and other factors to refine its assessment of the appropriateness of any particular content and determine corresponding reactions.

To respond to inappropriate content, it uses AI-powered proprietary systems, such as WaLi, content-monitoring system, and WuKong, anti-spamming system.

eBook: Win Chinese Market with Content

Zhihu Founder

Its founder, chairman, and chief executive officer, Zhou Yuan, born in 1980 in Guizhou, is an entrepreneur with over 15 years of experience in the internet and media industries.

Its shareholders include Tencent, Kuaishou, and Baidu.

As of December 31, 2020, Zhihu had 1,651 full-time employees, all of whom were based in China, primarily at our headquarters in Beijing, China.

China’s online content communities

The market size of China’s online content communities in terms of revenue increased from RMB38.6 billion in 2015 to RMB275.8 billion in 2019, and is expected to increase to RMB1.3 trillion in 2025, representing a CAGR of 30.3% from 2019, outgrowing the overall online content market.

Online content community user base in China has expanded significantly from 516.2 million in 2015 to 773.0 million in 2019, and is expected to further increase to 1.0 billion in 2025.

China’s online content community market is still at early stage of monetization with significant growth potential.

Revenue per user of China’s online content communities, calculated as total revenue of online content community market divided by total number of users, was RMB356.7 in 2019, growing fivefold since 2015, but only about one-third of that of the U.S. market in 2019, which was RMB1,024.3.

In 2025, this value in the China market is expected to further increase to RMB1,292.4, which is still lower than the RMB1,858.6 expected for the U.S. market, showing significant potential for monetization.

Compared with the U.S. market, where monetization is primarily through advertising, China’s online content community market features more diversified monetization channels, including online advertising, paid membership, content-commerce solutions, content e-commerce, virtual gifting in live streaming, online games, IP-based monetization, and online education.

China’s online content communities can be further categorized into comprehensive online content communities and vertical online content communities.

Comprehensive online content communities refer to content communities covering news, entertainment content, experience sharing, professional expertise, and knowledge, among others.

Vertical online content communities refer to communities that provide content in certain content verticals, such as cosmetics and games, among others.

According to CIC, the market size of comprehensive online content communities in China in terms of revenue has expanded rapidly from RMB3.2 billion in 2015 to RMB121.2 billion in 2019, and is expected to reach RMB943.5 billion in 2025, representing a CAGR of 40.8% from 2019, higher than that of the overall online content community market in China.

The trend suggests that Chinese users tend to favor one-stop destinations for a comprehensive set of content offerings, as oppose to vertical online communities.

The diversity of content verticals of comprehensive online content communities enables them to satisfy the diverse needs of a broad user base. Users are able to utilize one app for different scenarios to optimize their experience, which enhances user stickiness.

Among online content formats, text and image are usually the origination and foundation of content creation, providing comprehensive content coverage and flexible content consumption scenarios, whereas video has become an increasingly popular form of content creation and consumption.

In terms of content products, Q&A form by nature invites a high level of user interaction and inspires sharing of knowledge, experience, and insights. Platforms with multiple content forms can cater to diverse user needs, and therefore have better receptivity among users and higher monetization potential.

The number of paying users in China’s online content communities, or users who pay for any type of products or services such as membership, education, and virtual gifts in online content communities at least once during a year, is expected to increase at a CAGR of 17.1% between 2019 and 2025, which means an increase of 360.4 million extra paying users of online content communities to 588.2 million in 2025.

Over 80% of surveyed users are willing to pay more for high-quality online content in the future, according to the CIC Survey.

According to CIC, China’s paid membership market size in terms of revenue reached RMB105.0 billion in 2019 and is expected to grow to RMB328.3 billion in 2025, among which the revenue generated from online content communities is expected to increase from RMB17.4 billion in 2019 to RMB90.2 billion in 2025.

Within China’s paid membership market, online content communities are expected to outgrow other online content market players due to the higher potential of membership penetration and lower content cost to ramp up paid membership.

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

China’s year-on-year GDP for the first quarter went down by 6.8%, up by 3.2% for the second quarter, 4.9% for the third quarter, and 6.5% for the fourth quarter.

By industries, the value-added of the primary industry was 7,775.4 billion yuan, up by 3.0%, that of the secondary industry was 38,425.5 billion yuan, up by 2.6%, and that of the tertiary industry was 55,397.7 billion yuan, up by 2.1%.

Agriculture

The total output of grain in 2020 was 669.49 million tons, up by 0.9% over 2019, or an increase of 5.65 million tons.

Of this total, the output of summer grain was 142.86 million tons, up by 0.9%, and that of early rice was 27.29 million tons, up by 3.9%. The output of autumn grain reached 499.34 million tons, up by 0.7%.

The output of rice was 211.86 million tons, up by 1.1 percent; wheat, 134.25 million tons, up by 0.5 percent; corn, 260.67 million tons, almost the same as that of 2019 with a slight decline; soybean, 19.60 million tons, up by 8.3%.

The total output of pork, beef, mutton, and poultry in 2020 was 76.39 million tons, down by 0.1% over 2019. Of this total, the output of beef was 6.72 million tons, up by 0.8 percent; mutton, 4.92 million tons, up by 1.0%; poultry, 23.61 million tons, up by 5.5%; eggs, 34.68 million tons, up by 4.8 percent; milk, 34.40 million tons, up by 7.5%, and pork, 41.13 million tons, down by 3.3%.

At the end of 2020, pigs and breeding sows registered in stock were up by 31.0% and 35.1% respectively over that at the end of 2019.

Industrial Production

The total value added of industrial enterprises above the designated size increased by 2.8% over 2019.

In terms of ownership, the value-added of the state holding enterprises grew by 2.2%, that of the share-holding enterprises up by 3.0%, that of the enterprises funded by foreign investors and investors from Hong Kong, Macao, and Taiwan up by 2.4% and that of private enterprises up by 3.7%.

In terms of sectors, the value-added of mining was up by 0.5%, that of manufacturing up by 3.4% and that of production and supply of electricity, thermal power, gas and water up by 2.0%.

The value-added of the high-tech manufacturing and equipment manufacturing went up by 7.1% and 6.6% respectively over 2019, or 4.3 percentage points and 3.8 percentage points higher than that of the industrial enterprises above the designated size.

Specifically, the production of industrial robots, new energy vehicles, integrated circuits and microcomputer equipment grew by 19.1%, 17.3%, 16.2% and 12.7% year on year respectively.

In the fourth quarter, the total value added of the industrial enterprises above the designated size grew by 7.1% year on year, 1.3 percentage points higher than that in the third quarter.

In 2020, the national industrial capacity utilization rate reached 74.5%. In the fourth quarter, the national industrial capacity utilization rate reached 78.0%, 1.3 percentage points higher than that in the third quarter.

In the first eleven months, the profits made by industrial enterprises above the designated size were 5,744.5 billion yuan, up by 2.4% year on year, 1.7 percentage points higher than that in the first ten months.

Service Sector

In 2020, the Index of Services Production was the same as that of 2019.

The value-added of the information transmission, software and information technology services and that of financial services grew by 16.9% and 7.0% year on year respectively, 14.8 percentage points and 4.9 percentage points higher than that of the tertiary industry.

The Index of Services Production grew by 7.7% year on year in the fourth quarter, 3.4 percentage points higher than that in the third quarter.

In December, the Index of Services Production grew by 7.7% year on year.

In the first eleven months, business revenue of service enterprises above the designated size grew by 1.6% year on year, of which that of information transmission, software and information technology services and that of scientific research and technology services grew by 13.5% and 9.9% respectively, 11.9 percentage points and 8.3 percentage points higher than that of service enterprises above the designated size.

In December, the Business Activity Index for services was 54.8%, staying above the expansion range.

Specifically, the Business Activity Index for sectors like air transportation, telecommunication, broadcast, television and satellite transmission services, monetary and financial services and capital market services continued to stay within the high expansion range at 60.0% and above.

From the perspective of market expectation, the Business Activity Expectation Index for services was 60.1%, staying within the high expansion range for six months in a row.

China’s total online retail sales grew 10.9% in 2020 »

Investment

In 2020, the investment in fixed assets (excluding rural households) reached 51,890.7 billion yuan, up by 2.9% over that of the previous year.

Specifically, the investment in infrastructure was up by 0.9%, manufacturing down by 2.2% and real estate development up by 7.0%.

The floor space of commercial buildings sold reached 1,760.86 million square meters, up by 2.6%. The total sales of commercial buildings were 17,361.3 billion yuan, up by 8.7%. The growth of investment in the three industries shifted to positive.

Specifically, the investment in the primary industry went up by 19.5 percent; that in the secondary industry up by 0.1 percent; and that in the tertiary industry up by 3.6%.

The private investment was 28,926.4 billion yuan, up by 1.0%. The investment in high-tech industries grew by 10.6%, 7.7 percentage points higher than the total investment, of which the investment in high-tech manufacturing and high-tech services grew by 11.5% and 9.1% respectively.

In terms of high-tech manufacturing, the investment in pharmaceutical manufacturing and in computers and office devices grew by 28.4% and 22.4% respectively.

In terms of high-tech services, investment in e-commerce services and information services grew by 20.2% and 15.2% respectively.

The investment in the social sector went up by 11.9%, 9.0 percentage points higher than the total investment. Specifically, the investment in the health industry and in the education industry went up by 29.9% and 12.3% respectively.

Foreign Trade

In 2020, the total value of imports and exports of goods was 32,155.7 billion yuan, an increase of 1.9% over the previous year.

The total value of exports was 17,932.6 billion yuan, up by 4.0 percent; the total value of imports was 14,223.1 billion yuan, down by 0.7%. The trade balance was 3,709.6 billion yuan in surplus.

The exports of mechanical and electrical products grew by 6%, accounting for 59.4% of the total value of exports, 1.1 percentage points higher than that of 2019.

The imports and exports of general trade accounted for 59.9% of the total value of the imports and exports, an increase of 0.9 percentage point compared with 2019.

The imports and exports by private enterprises grew by 11.1%, accounting for 46.6% of the total value of the imports and exports, 3.9 percentage points higher than that of 2019.

In December, the total value of imports and exports of goods was 3,200.5 billion yuan, up by 5.9% year on year. Specifically, the total value of exports was 1,858.7 billion yuan, up by 10.9 percent; the total value of imports was 1,341.9 billion yuan, down by 0.2%. The trade balance was 516.8 billion yuan in surplus.

China Consumer Price Index (CPI) in Dec 2020; up 2.5% in 2020

Employment

In 2020, the newly increased employed people in urban areas totaled 11.86 million, which exceeded the expected goal of 9 million and achieved 131.8% of the whole year target.

In December, the surveyed unemployment rate in urban areas was 5.2%, the same as that of 2019. Specifically, the surveyed unemployment rate of major labor force aged from 25 to 59 was 4.7%, the same as the previous year.

In 2020, the average annual surveyed unemployment rate in urban areas stood at 5.6%, lower than the expected target of around 6%.

At the end of 2020, the registered unemployment rate in urban areas was 4.24%, lower than the expected target of around 5.5%. The number of rural migrant workers reached 285.60 million, 5.17 million less than that of 2019 or down by 1.8%.

Specifically, local migrant workers totaled 116.01 million, down by 0.4 percent; outside migrant workers totaled 169.59 million, down by 2.7%. The average monthly income of migrant workers was 4,072 yuan, up by 2.8% over 2019.

Resident Income

In 2020, the nationwide per capita disposable income of residents was 32,189 yuan, a nominal increase of 4.7% over that of 2019, and a real increase of 2.1% after deducting price factors, which was generally at the same pace as the growth of the economy.

In terms of permanent residence, the per capita disposable income of urban households was 43,834 yuan, a nominal growth of 3.5% and a real growth of 1.2% after deducting the price factors.

The per capita disposable income of rural households was 17,131 yuan, a nominal growth of 6.9% and a real growth of 3.8% after deducting price factors.

The per capita disposable income of urban households was 2.56 times that of the rural households, 0.08 less than the ratio of 2019.

The median of the nationwide per capita disposable income was 27,540 yuan, a nominal increase of 3.8% over that of 2019.

Taking the per capita disposable income of nationwide households by income quintile, that of the low-income group reached 7,869 yuan, the lower-middle-income group 16,443 yuan, the middle-income group 26,249 yuan, the upper-middle-income group 41,172 yuan, and the high-income group 80,294 yuan.

In 2020, the nationwide per capita consumption expenditure was 21,210 yuan, a nominal decline of 1.6%, or a real decline of 4.0% after deducting price factors. Specifically, the per capita consumption expenditure of urban households was 27,007 yuan, a nominal decline of 3.8 percent; the per capita consumption expenditure of rural households was 13,713 yuan, a nominal growth of 2.9%.

Top 10 forecast of China digital innovation in 2021-2025

From January to November, China’s online retail sales reached 10,537.4 billion yuan, a year-on-year increase of 11.5%, 0.6 percentage point higher than that of January to October.

Among them, the online retail sales of physical goods reached 8,779.2 billion yuan, an increase of 15.7%, accounting for 25% of the total retail sales of social consumer goods; among the online retail sales of physical goods, the sales of food, clothing and consumer goods increased by 32.9%, 5.9% and 17.1% respectively.

Top 100 Chinese brands in 2020

The Top 100 Chinese brands increased their worth by $106.8 billion to reach $996.4 billion, demonstrating the resilience of strong brands and their ability to build and sustain value in the most difficult of years.

Alibaba remains China’s most valuable brand for the second year, growing +9% to $153.3 billion, followed by Tencent with +9% growth to $151.0 billion.

China Cloud Market

Alibaba Cloud continued to lead the Chinese market with 41% market share in Q3, where cloud computing is a key part of the government’s development plans. It is also the overall leader in the Asia Pacific region. Alibaba Cloud accounted for 6% of the worldwide market.

China Smartphone Shipments

China’s 5G smartphone shipment is about to reach 140 million units in 2020, and all new models released by major manufacturers in the Chinese market will be 5G mobile phones. In Q3 2020, worldwide smartphone shipments reached 348.0 million units, at a 1% decline year on year (but up 22% in Q2).

Samsung regained the lead, up 2% to 80.2 million units. Huawei slipped into second place with a 23% fall to 51.7 million units. Xiaomi took third place for the first time, reaching 47.1 million units with 45% growth.

Top Mobile Apps & Platforms in China 2020

The top mobile apps by MAU growth are QQ Browser, Taobao, Pinduoduo, DingTalk, and TikTok Lite in September 2020. The top lifestyle mobile platforms are led by Meituan, Meituan Delivery, and Alibaba’s Ele.me including mobile apps and mini programs.

Mini Program platforms: WeChat vs. Alibaba vs. Baidu

Mini Programs (MP) are light applications designed to run on top of a specific mobile app. Top technology companies in China have designed and run their own mini-program framework; and, the most popular ones include WeChat platform, Alibaba (Alipay platform; Taobao platform), Baidu Smart Program, and QuickApp.

Mobile reach in 2020: Tencent, Alibaba, Baidu, ByteDance

Tencent has the highest reach of 96.3% of China mobile internet users in Sept 2020. Alibaba and Baidu reach 95.3% and 91.0% mobile internet users respectively while ByteDance follows closely with over 67% reach.

The most innovative Chinese companies in 2020

Huawei has ranked the top Chinese company in Boston Consulting Group’s Most Innovative Companies 2020 list, or the sixth globally, followed by Alibaba, Tencent, Xiaomi, and JD.

Of the 162 companies that have been on BCG’s top 50 “most innovative companies” list over the past 14 years, nearly 30% appeared just once—and 57% appeared three times or fewer. Only 8 companies have made the list every year: Alphabet, Amazon, Apple, HP, IBM, Microsoft, Samsung, and Toyota.

Short video market trends in China for 2020

Online video has a penetration of 94.5% in China internet users as of the first half of 2020, reaching over 888 million users. Short video market saw fast growth in the first half of 2020 with almost 818 million users and a penetration rate of 87%.

China online advertising market overview in 2020

China’s online advertising market saw the largest growth from short video ads (107.7%) and social ads (62.5%) in Q3 2020 while e-commerce ads had an increase of 14.9%.

The short video platforms with the largest advertising revenue growth are Kwai (Kuaishou), Xigua (owned by ByteDance), and Haokan (owned by Baidu).

The top 10 keywords of sad events:

• National mourning
• Anti-epidemic hero
• Kobe died
• Zhao Zhongxiang passed away
  • Zhao Zhongxiang was a well-known Chinese news anchor
• Shen Jilan passed away
  • Shen Jilan was a Chinese politician and former farmer. In 2008, she was chosen as an Olympic torch carrier as part of the buildup to the 2008 Summer Olympics. It was reported by local media that she donated 10,000 Chinese yuan to the 2008 Sichuan earthquake relief. In 2013 her calls for widespread internet regulation were met with controversy by younger people in China. In 2019 she was awarded the highest order of honor in China, the Medal of the Republic
• Xichang firefighters sacrifice
  • A forest fire in Jingjiu Township, Xichang City, Liangshan Prefecture, Sichuan Province, killed 19 local firefighters, 3 local firefighters were seriously injured and some houses burned down.
• The founding major general Chen Shaokun passed away
  • Chen Shaokuan was a Chinese Fleet Admiral who served as the senior commander of Chinese naval forces of the National Revolutionary Army during the Second Sino-Japanese War and World War II
• Maradona passed away
• The little girl studying under the chopping board
  • Read the story here
• Lebanon explosion

The top 10 lifestyle-related keywords:

• Mask
• Live streaming e-commerce
• Work from home
• Online class
• Say no to wild animals (source of food)
• Fitness at home
• Cloud social
  • It is a virtual social application mode of Internet of Things, cloud computing and mobile Internet interactive applications
• Takeaway economy
• Haircut at home
• Domestic travel

Top 10 events keywords

• Covid-19
• Wuhan lockdown
• Fully moderately prosperous society
• International students return home
• Mars exploration
• Resumption of work and production
• U.S. election
• China promulgated the Civil Code
• Central bank cuts RRR
• U.S. stocks hit critical circuit breaker levels

Baidu holds the most AI-related patents in China