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China Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry, H1 2014 - Product Image

China Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry, H1 2014

  • ID: 2883503
  • September 2014
  • Region: China
  • 92 Pages
  • Socintel360

Over the past few years, China has seen an explosion in the number of internet and mobile users. Rapid development in communications infrastructure has provided millions of Chinese access to broadband connectivity. Advances in technology have enabled local hardware manufacturers to produce sub-$150 smartphones, which have become popular across China. These devices are used by consumers for socializing, entertainment, information search, and shopping. This has given birth to a plethora of mobile internet services in the country. With Chinese consumers turning away from traditional sources of information and entertainment en masse because of censorship and lack of credibility, Chinese internet companies have stepped in to fill the void by offering a range of social, informational and entertainment services.
This report answers the following key questions:

- Why social media mobile advertising is critical for food & beverage (F&B) marketers?
- How much is being spent on social media mobile advertising by F&B brands?
- How is consumers’ use of social media and mobile influencing marketing budget allocation towards social media mobile?
- What READ MORE >

1 About this Report
1.1 About The Publisher
1.2 Summary
1.3 Methodology
1.4 Definitions
1.5 Disclaimer
2 Executive Summary
3 Dynamics of Social Media Mobile Marketing
3.1 Channel Dynamics – Desktop vs. Mobile
3.2 Social Media Mobile Marketing Value Proposition for Food & Beverage Brands
3.3 Emerging Technologies and Opportunities
4 Analysis of Social Media Mobile Advertsing Spend
4.1 Analysis of Advertising Spend by Food & Beverage Brands in China
4.2 Advertising Spend Analysis by Marketing Objective
4.3 Advertising Spend Analysis by Format
4.4 Advertising Spend Analysis by Platforms
4.5 Advertising Spend Analysis through Gaming
4.6 Advertising Spend Analysis through Location Based Marketing
5 Mobile Advertising and Targeting Strategies
5.1 Mobile Applications and In-Application Advertising
5.2 Mobile Messaging
5.3 Display Advertising
5.4 Mobile Video Advertising
5.5 Augmented Reality
5.6 Location Based Marketing
6 Mobile Strategies of Social Networking Sites
6.1 RenRen Mobile Strategy & Key Initiatives
6.2 Sina Weibo Mobile Strategy & Key Initiatives
6.3 WeChat/Weixin Mobile Strategy & Key Initiatives
6.4 Dianping Mobile Strategy & Key Initiatives
6.5 Jiepang Mobile Strategy & Key Initiatives
6.6 Qzone Mobile Strategy & Key Initiatives
7 Innovation in Social Media Mobile Advertising: Best Practices and Case Studies
7.1 Brand Building
7.1.1 Case Study – Budweiser China: Responsible Drinking – 2011
7.1.2 Case Study – Heineken China: The Entrance – 2011
7.2 Product Launch
7.2.1 Case Study – Nestle China: BenNaNa Brings Magic Fun – 2012
7.2.2 Case Study – COFCO Group Lohas China: Happy Farm – 2009
7.2.3 Case Study – Dr. Oetker China: Ristorante Pizza – 2013
7.3 Lead Generation & Sales
7.3.1 Case Study – PepsiCo China: Bring Happiness Home – 2014
7.3.2 Case Study – Coca-Cola China: Summer ‘Nickname’ Sharing Pack – 2013
7.3.3 Case Study – Coca Cola China: COOL Summer Promotion – 2002
7.3.4 Case Study – Anheuser-Busch InBev Harbin Beer China: FIFA World Cup Campaign – 2010
8 Macroeconomic, Business, and Consumer Trends and Drivers
8.1 Macroeconomic Fundamentals and Industry Growth Dynamics
8.2 Consumer Insights
8.3 Internet & Technology Adoption
8.4 Devices & Platforms
8.5 Mobile Commerce
8.6 Advertising Spend Dynamics
9 Further Readings

List of Tables:
Table 1: China Social Media Mobile Advertising Spend by Food and Beverage Sectors, 2013 – 2018
Table 2: Advertising and Targeting Strategies – Current Strategies and Outlook
Table 3: China Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2009-2018
Table 4: China Population Analysis (Million), 2009-2018
Table 5: China Inflation Trends (%), 2009-2018
Table 6: China Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2009-2018
Table 7: China Number of Online & Mobile Buyers (Million), 2009-2018
Table 8: China Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2009-2018
Table 9: China Number of Video Viewers - Online vs. Mobile (Million), 2009-2018
Table 10: China Number of Gamers - Online, Mobile, Social and Tablet (Million), 2009-2018
Table 11: China Mobile Internet User Analysis (Million), 2009-2018
Table 12: China Number of Internet and Social Media Users (Million), 2009-2018
Table 13: China Number of Fixed Broadband Households & Subscriptions (Million), 2009-2018
Table 14: China Number of Mobile and Smartphone Users(Million), 2009-2018
Table 15: China Number of E-reader and iPad Users Analysis (Million), 2009-2018
Table 16: China E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2009-2018
Table 17: China Tablet & Smartphone M-commerce Sales (US$ Billion), 2009-2018
Table 18: China Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2009-2018
Table 19: China Online Spending per Internet User (US$), 2009-2018
Table 20: China Social Media Spending per - Internet User vs. Social Media User (US$), 2009-2018
Table 21: China Social Media Mobile Spending per Social Media User (US$), 2009-2018

List of Figures:
Figure 1: Methodology Framework
Figure 2: Snapshot of China Social Media Mobile Marketing in Food & Beverage Industry
Figure 3: China Social Media and Digital Advertising Spend Analysis, 2009 – 2018
Figure 4: China Social Media Advertising Spend – Split by Mobile and Desktop, 2009 – 2018
Figure 5: China Social Media Mobile Marketing – Key Investment Avenues for Food & Beverage Brands in 2014
Figure 6: China Social Media Mobile Marketing Advertising Spend Growth Trend of Food and Beverage Companies, 2013 – 2018
Figure 7: China Social Media Advertising Spend Snapshot - Growth Dynamics of Marketing Objective (%), 2013
Figure 8: China Social Media Mobile Display Advertising Spend Split by Format, 2009 – 2018
Figure 9: China Display Advertising Spend Dynamics Across All Marketing Channels (US$ Million), 2013, 2014 & 2018
Figure 10: China Food & Beverage Industry Social Media Advertising Spend Outlook by Social Networking Sites, 2014
Figure 11: China Social Gaming Advertising Spend by Gaming Segments, 2009-2018
Figure 12: Key Focus Areas in LBM to Drive Consumer Engagement
Figure 13: Which Strategic Imperatives are Driving You to Invest in LBM?
Figure 14: China Social Media Mobile Advertising – Targeting Consumers Through Applications
Figure 15: China Programmatic and RTB Display Advertising Spend & Growth Analysis (US$ Million), 2013–2018
Figure 16: Budweiser China: Responsible Drinking – Campaign View
Figure 17: Heineken China: The Entrance – Campaign View
Figure 18: Nestle China: BenNaNa Brings Magic Fun – Campaign View
Figure 19: COFCO Group Lohas China: Happy Farm – Campaign View
Figure 20: Dr. Oetker China: Ristorante Pizza – Campaign View
Figure 21: PepsiCo China: Bring Happiness Home – Campaign View
Figure 22: Coca-Cola China: Summer ‘Nickname’ Sharing Pack – Campaign View
Figure 23: Coca Cola China: COOL Summer Promotion – Campaign View
Figure 24: Anheuser-Busch InBev Harbin Beer China: FIFA World Cup Campaign – Campaign View
Figure 25: China Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2009-2018
Figure 26: China Population Analysis (%), 2013
Figure 27: China Inflation Trends (%), 2009-2018
Figure 28: China Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2009-2018
Figure 29: China Number of Online & Mobile Buyers (Million), 2009-2018
Figure 30: China Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2009-2018
Figure 31: China Number of Video Viewers - Online vs. Mobile (Million), 2009-2018
Figure 32: China Number of Gamers - Online, Mobile, Social and Tablet (Million), 2009-2018
Figure 33: China Mobile Internet User Analysis (Million), 2009-2018
Figure 34: China Number of Internet and Social Media Users (Million), 2009-2018
Figure 35: China Number of Fixed Broadband Households & Subscriptions (Million), 2009-2018
Figure 36: China Number of Mobile and Smartphone Users(Million), 2009-2018
Figure 37: China Number of E-reader and iPad Users Analysis (Million), 2009-2018
Figure 38: China E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2009-2018
Figure 39: China Tablet & Smartphone M-commerce Sales (US$ Billion), 2009-2018
Figure 40: China Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2009-2018
Figure 41: China Online Spending per Internet User (US$), 2009-2018
Figure 42: China Social Media Spending per - Internet User vs. Social Media User (US$), 2009-2018
Figure 43: China Social Media Mobile Spending per Social Media User (US$), 2009-2018

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