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1、Chinas Digital Generations 2.0 Digital Media and Commerce Go Mainstream R The Boston Consulting Group (BCG) is a global manage- ment consulting fi rm and the worlds leading advisor on business strategy. We partner with clients in all sectors and regions to identify their highest-value opportunities,
2、 address their most critical challenges, and transform their businesses. Our customized approach combines deep in- sight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable compet- itive advan
3、tage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with 69 offi ces in 40 countries. For more infor- mation, please visit . Chinas Digital Generations 2.0 Digital Media and Commerce Go Mainstream David C. Michael Yvonne Zhou May 2010 The Bos
4、ton Consulting Group, Inc. 2010. All rights reserved. For information or permission to reprint, please contact BCG at: E-mail: bcg-info Fax: +1 617 850 3901, attention BCG/Permissions Mail: BCG/Permissions The Boston Consulting Group, Inc. One Beacon Street Boston, MA 02108 USA C D G . Contents Exec
5、utive Summary 4 Chinas Digital Landscape 7 Rural Markets: The Next Wave of Growth 7 Entertainment and Communication 9 Factors That Shape Todays Digital Reality 10 Chinas Digital Generations: From Teenagers to Middle-Agers 12 The Rise of the Digital Giants 17 Tencents QQ 17 What Tencents Empire Says
6、About User Stickiness 17 Riding the Digital Wave: Sina 19 The E-Commerce Revolution 20 Online Consumer Behavior 20 Case Study: Taobao 20 Informing Consumer ChoiceBoth Online and Off 21 Chinese E-Commerces Business-to-Consumer Push: Ctrip 23 The Consumer Connection 25 Incorporate Consumer Behavior in
7、to Your Business Model 25 Integrate the Internet into Your Go-to-Market Strategy 25 Leverage the Collective Power of the Digital Network 26 Use the Internet to Advertise Your Brand and Build Trust 27 Mobile Internet: The 3G Opportunity 28 Appendix: Researching Chinas Digital Generations 29 For Furth
8、er Reading 30 Note to the Reader 31 T B C G Executive Summary D igital technology has fundamentally changed the way Chinese people livehow they read news, shop, travel, play games, watch movies, express themselves, and relate to others. As this trend gains momentum, understanding the online impulses
9、 of these digital consumers has become a crucialand increasingly urgentprerequisite for engaging them. A comparison of Chinese Internet consumption to that in other economies, notably Brazil, Russia, India, and Indone- sia but also the United States and Japan, reveals that Chinese people use the Int
10、ernet for entertainment and communication to a much greater degree. They are also shi ing a large share of their commercial activity online, including shopping, prod- uct research, ad viewing, and the purchase of value-added ser- vices such as customizing a personal blog. But Chinas Internet growth
11、story is increasingly a tale of two markets. For example, Feng, 26, lives in Beijing and is typical of the generation of young professionals populating Chinas urban centers. He earns about $9,000 annually, enough to rent his own apartment, and has an impressive digital inven- tory: a Western-brand l
12、aptop PC, a digital camera, a mobile phone, and an MP3 player. Along with his PC at work, these devices keep Feng online for nearly every minute of his day. There are already tens of millions of people like Feng in Chi- na, and we can expect there to be hundreds of millions more in the coming years.
13、 Still, the next wave of Internet users will come from Chinas hundreds of millions of rural residents. We are already seeing sophisticated Internet habits from younger rural userslike Chao, an 18-year-old only child in his last year of high school in the province that borders Siberia, whose family h
14、as an an- nual household income of just $4,000. Chao fi nds ways to stay connected, even though his parents are too poor to buy a PC and his mobile phone is hardly top-of-the-line. Chao uses his mobile phone to send instant messages to friends online, and heads to the local Internet caf in his spare
15、 time. He spends half of his $40 monthly allowance on digital communication and entertainment. By and large, the same companies meet both Fengs and Chaos online needs. The last three years have seen leaders in digital-services sectors emergeand dominate. Chinese com- panies like Tencent and A have p
16、ulled away from the pack, transforming themselves from microcaps to billion- dollar companies in the process. The success stories of Chinas digital giants add a crucial dimension to the key trends in online consumer behavior, including the rise of e-commerce, social-networking sites, online advertising, and mobile-Inter- net use. Companies that aim to engage Chinese consumers will need to understand Feng and Cha
