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Engaging Chinese Shoppers Online - Wei-UK Consulting

Engaging Chinese Shoppers Online

Engaging Chinese Shoppers Online

19 January, 2015 - Market News, Uncategorised

WEIBO LOGOChinese social media platform Weibo is ahead of the game in engaging consumers in online shopping – 82% of Sina Weibo users shopped online in Q3 2014, which made Weibo rank top among social apps in the world according to data from Global Web Index. With over 143.8 million monthly users primarily between the ages of 20-35, Weibo proves itself to be a cost effective marketing tool for UK and European online retailers for attracting the Chinese consumer.  Information source.

Social Media Data

The data shows 82% Sina Weibo users purchased a product online and 80% of them searched for a product or service to buy in Q3 2014. Sina Weibo monthly active users (“MAUs”) were 167 million as of September 30, 2014, an increase of 36% year over year according to its official released financial results.

In China, most social media users shop online more than three times every month. Major users on Weibo are about 20-35 years old, who have great consumption capability in online shopping. In comparison, Weibo users are more used to online shopping than other social media users in China.

The China e-commerce community is powerful with 24 million fans at the end of July 2014 which provides great opportunity for online retailers.

Reasons Why China Internet Users Buy on Weibo

Some may think social media is not a big help to e-commerce, but Weibo alone referred huge traffic to e-commerce platforms like Tmall and JD according to Weibo’s data. With the new Weibo Payment integration, retailers can now sell directly on Weibo, but why do China online users buy on Weibo? An iResearch study revealed what attract Weibo users to buy.



According to iResearch, in 2013, among the reasons why Weibo users choose to buy on Weibo, the most important one is that Weibo advertisements and personal demand has a high correlation; others include:

  • Product promotions and discounts shown in Weibo ads
  • The brand is trustworthy
  • Good WoM on Weibo
  • Recommendations by friends
  • Convenient to enter e-commerce site from Weibo
  • Lots of comments and reposting of the product
  • The product is seen many times
  • Recommended by verified users & celebrities

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