越过数字山丘 赢得中国消费者（英文）

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Overcome the challenge to engage Chinese consumers digitally: Kantar TNS annual Connected Life study 2017-2018

(Shanghai, Oct.31) – China’s Belts & Road Initiative will build both physical and virtual roads for companies to enter China; but these companies need to know how to engage Chinese consumers, who are the most digitally savvy in the world.

Over 50,000 miles of railway will be constructed along the Corridors to take Chinese companies’ goods of out to the world. But rather than return empty, there is an unprecedented opportunity for companies along the Belt and Road routes to send their own products into China.

As is true with all business cases, to win the hearts and minds of consumers in any market, brands first need to understand how to engage them. Kantar TNS’s annual Connected Life study surveyed 70,000 people across 56 countries and markets – including China’s mainland and Hong Kong, as well as 28 countries along the Belt and Road routes – to understand the digital behaviour and attitudes of its netizens. This provides rich insights into how to win in China’s digital market.

One of the most distinct features of Chinese consumers is that they are among the world’s most digitally savvy population: they spend 5.4 hours a day online for personal reasons and digital media makes up 74% of their media consuming time. These indexes are leading the world.

Besides spending a lot of time online, they are also very much distracted: 53% of Chinese users agree “I normally use multiple devices at the same time when online”. This is a challenge for brands because it’s hard to attract Chinese people’s full attention in digital world. But it also presents an opportunity for brands which can master synchronizing their marketing campaigns across screens.

For foreign brands, the stake is high in playing their digital strategy right in China, because 64% Chinese consumers believe that Internet play a large role in research products or services to buy, and 38% of all Chinese consumers will express their opinions on brands online thus making word-of-mouth one of the key elements in deciding a brand’s fate in China.

Kantar TNS Connected Life report also offers more insights of Chinese consumers’ digital behaviour, such as:

How many of them have bought something recently online?

What are the top categories in e-commerce?

What is the key consumer segmentation in China that brands need to win first?

Sacha Cody from Kantar advises brands to take the time to understand the behaviour of their target audience rather than simply follow the market: “Certainly WeChat is the most popular social network as well as messaging service, but there are numerous options that still have high penetration and may be more relevant to your consumer. A lot of urban Chinese use knowledge-sharing platform Zhihu, for example, and this presents a wonderful opportunity to connect brands that are of a more considered purchase, such as automobiles and even medicines, with your consumer”.

To learn more about the study, please contact Emy Zeng at zhaoyu.zeng@kantartns.com.

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About Kantar TNS

Kantar TNS is one of the world’s largest research agencies with experts in over 90 countries. With expertise in innovation, brand and communication, shopper activation and customer experience we help our clients identify, optimise and activate the moments that matter to drive growth for their business.

We are part of Kantar, one of the world’s leading data, insight and consultancy companies.

Find out more at www.tnsglobal.com

About Kantar

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at www.kantar.com.