People say that Email Direct Marketing is dying, but the truth is the opposite. According to a research done by Ipsos-Reid, several conclusions worth consideration:

1)    Email is still an active way of communication as 91% of the email recipients are checking email on a daily basis, and 66% of them would purchase when they see the advertising. (email APP is the most frequently visited APP on mobile devices)

2)    Email marketing is well received by the clients,  75% of the EDM users are positive about it.

3)    ROI is much higher than the total of SEO and SNS. ROI on EDM is 4.16%, on SEO is 2.6% while on SNS is 0.48%. (from @DCCI互联网数据中心)

电邮营销快消亡了？错！Ipsos-Reid研究报告：❶电邮仍然活跃，有91%的用户每天至少查看一次邮件，66%会跟随广告而购买；❷电邮仍是最佳的沟通渠道：营销沟通、确认致谢、客户服务认可率超75%；❸点击率、投资回报率更高：电邮转化率4.16%，比搜索引擎2.6%、SNS(0.48%)之和还高！(from @DCCI互联网数据中心)

The good folks at CIC has created a huge info-graphic gathering 115 brands on WeChat, which could be categorized into 23 different categories, like non-profit, sports, cosmetics, lifestyle, F&B and so on.

微信上的品牌：CIC的同志们做了一张信息图，涵盖了包括奢侈品、运动、化妆品等在内的23个品牌种类的115个品牌。

Finding and developing content for social media assets can be a daunting task. Is your social media team having difficulty finding and developing great content? Here are 10 useful resources:

1) Recycle what you already know and periodically republish it in a different way;  2) Curate the news;  3) Conduct a survey on hot issues;  4) Become a reporter for your industry;  5) Interview the industry leaders;  6) Share presentations;  7) Conduct an interview..with yourself;  8) Answer the burning questions;  9) Create a visual appeal;  10) showcase your talents through video channels. (from @PR Newswire)

10个你应该知道的内容来源： 1）循环利用你所知道的； 2）将新闻内容整理后进行策划； 3）进行调查； 4）成为业界的播报员；5）访谈业界的领袖；6）分享你的演说或展示内容；7）访谈你自己；8）回答热门的问题；9）创造视觉上的诉求；10）以影音内容展示你的特长 (from @PR Newswire)

According to the CNNIC, of the user info on WeChat, 65.80% location information, 46.61% name information and 35.34% avatar are real. Only 15.14% users did not fill in real personal info.

There is a big difference in user behavior between Wechat and Weibo: Weibo is an open social sharing platform, an email account can generate a Weibo account, and when you follow someone on Weibo, you can browse everything on his/her homepage. Open platform and easy to register means weak connection between each Weibo users. WeChat, on the other hand, has strong user connection because of people tend to follow real life connection on WeChat, which is good for one-on-one communication and information sharing.

However, the activity of WeChat seems not that high, as 22.75% of Wechat’s users don’t pay attention to the updates on WeChat’s Friend Circle. 30.90% of the users have only shared text content to their Friend Circle. Only 20.82% of users have posted photos about themselves or their friends on Wechat. 80% of  the 10.82% Wechat users who shared personal pictures on Friends’ Circle are from their real life connections, and 95.49% of them are using real personal info on WeChat. (from CNNIC)

据CNNIC网调数据显示，65.80%的被调查者在个人微信中填写真实所在地区，46.61%的被调查者使用真实姓名，35.34%的被调查者使用真实头像，仅有15.14%的微信用户在个人微信中不使用真实资料。从填写真实资料情况来看，互联网时代的“二微产物”——微信与微博之间存在很大的用户行为差异性。微博，是一个开放性的社会化信息共享平台，一个email账号即可生成一个专属于自我的微博平台，一键关注便可获取对方的信息，无限制浏览任一微博用户的页面，微博用户之间的地域选择范围也更为广阔，与微博的开放性、低门槛性对应的便是微博用户之间的弱关系链。微信，逾六成的真实地区、逾四成的真实姓名、逾三成的真实头像，一层层圈定人际关系圈，用户之间更多地受强关系牵连。而相比较微博点对面的广播方式，基于手机通讯录、QQ好友等熟人关系圈子、进行点对点的精准沟通的微信，更着力于强关系链之间的信息分享。

另一方面，微信的活跃度似乎又没有那么高。22.75%的微信用户基本不会去关注朋友圈发生的新鲜事；30.90%的微信用户在朋友圈仅发布文字，从不发布任何图片；20.82%的微信用户会发布自己及朋友的照片，其中10.86%发布自己照片的微信用户中，逾八成用户的微信好友均为现实生活中熟识的人或者手机通讯录联系人，在这八成用户中，近95.49%的人群使用的是真实资料。(from CNNIC)

CIC最近公布了中国社交媒体格局图谱，在所有的社交媒体应用中，微信的迅速蹿红让新浪微博感到了压力。截止2013年一季度，微信已有3亿的注册用户，直逼新浪微博4亿的用户量。

75% of the interviewees have faith in the family income status in 10 years, which is 11 percentage higher than 2011. One third of the China interviewees showed that they are willing to spend money on enjoyment and recreation, which is much higher than other Asian countries. (6%-8%). Some says that the result was influenced by the ridiculously high real estate price in China because if people no longer believe that buying a house is a short term goal, they would spend the money in some other way to make themselves feel better. It is also believed that the widely adoption of credit card also contribute to the research result.

The research also shows that Chinese consumers are no longer worshiping the international brands like they used to, although 65% still prefer international brands, the percentage of adopting domestic brands is on the rise. 43% showed great support to domestic brands, which is 12% higher than the rate of 31% in 2011.

艾司隆 (Epsilon)近日发布了《2013年中国消费者忠诚度调研报告》。报告指出，经济持续放缓仍不减中国消费力的增长，中国的消费模式亦不断更新，更注重生活品质和自我愉悦。消费者对品牌的忠诚度也第年提升，但他们和品牌对忠诚度的概念还在具体化中，有待达成共识。

调查发现，面对全球范围的经济放缓，中国消费者对经济前景态度乐观，75%的受访者相信个人或家庭的财政状况会在未来十年显著改善，比2011年度的调研高出11个百分点。约1/3的中国受访者表示愿意花费于享乐（30%），较2011年调研结果（22%）有所提升，且明显高于亚太区其他受访国家（6%-8%）。这一调查结果被认为是受到了中国房价高涨的影响，当购房这一长期目标在短期内不能实现的时候，消费者趋向于通过消费满足一些短期目标，以获得愉悦体验。这一现象也被认为会进一步鼓励和刺激信用卡消费的普及。”

此外，调查显示，中国的消费群体日益理性和成熟，不再盲目崇拜国外品牌。尽管仍然有65%受访者认可国外品牌，支持本土品牌的消费者比例正日益提高。强烈支持购买本土品牌的消费者总体比例从2011年的31%明显升至43%。

During 2012, the number of Sina Weibo registered users exceeded the 300 million at the end of February, 400 million after July, and jumped over 500 million by the end of 2012.

At the same time, the active Weibo users reached 46.2 million, up by 82% compared to the same period last year. According to Hitwise, the top 3 popular websites in 2012 are Baidu.com, Taobao.com and Weibo.com, and Weibo.com became the most popular social network platform with the most visiting time. (from Chinainternetwatch)

2012年新浪微博的用户注册数量在2月底超过3亿，7月底超过4亿，在年底超过5亿，同时微博的活跃用户达到了462万，跟2011年同期上涨了82%。

根据Hitwise,2012访问量最高的前三位网站分别为百度，淘宝，微博，微博是停留时间最长的社会化媒体平台。

597 Million the estimated number of active social networking users in China. The volume of social sharing in China went up by 60% in 2012. 

Top 10 Social networking sites in China: Qzone, Tencent Weibo, Sina Weibo, Wechat, Pengyou, 51.com, Renren, Douban, Kaixin001, Jiayuan. In China, 91% of the online population has an account on a social media site, as compared to 67% in the USA. 88% of Chinese social media users are active on at least one social network.

An average online user in China at least 46 minutes on social networking sites every day. Only 38% of Chinese netizens reveal their real names on social networking sites. On average, each of China’s social media user follows at least 8 brands. 43% of Chinese netizens are interested in products shared by friends on social networking sites. 38% of Chinese netizens take shopping decisions based on recommendations on their social networks. (from Go-Globe.com)

中国社交网络活跃用户预估5.97亿，仅在2012年上升了60%。用户排名前十的社交网站分别是1、腾讯空间 2、腾讯微博 3、新浪微博 4、微信5、朋友网 6、51游戏社区 7、人人网 8、豆瓣 9、开心网 10、佳缘 。

在中国91%的网民有社交网络账号，而美国只有67%，88%网络社交用户至少活跃在一个平均每个网民每天至少在社交网站上46分钟。38%的社交网络用户使用真实姓名。平均每个社交网络用户最少关注8个品牌。43%的网民对朋友分享的产品感兴趣。38%的网民购物决定深受社交网络影响。 (from Go-Globe.com)

From Decision Fuel: 70% of consumers will spend more in 2013 than 2012, with the most popular new purchase being a smartphone.

2013对比2012年中国消费者的消费预期. 调查中70%的消费者表示在2013年会有更多消费预算. 针对电器 43%表示预算更多，34%与12年持平，16%会减少预算，7%不确定. 针对旅游 34%表示与12年持平，27%会减少预算，26%认为会比12年增加预算，12%不确定. 针对奢侈品 34%与12年持平，34%会减少预算，22%会增加预算，10%不确定.

When German researchers from Humboldt University (Berlin) and Technical University (Darmstadt) asked 600 Facebook users how they felt when browsing the social network, they found that, for many, being bombarded with idyllic photos of holidays and family, along with ebullient status updates, makes them compare their lives with those in their Friends list. For the most part, that leaves people feeling dissatisfied with their own lives.

And it’s not only those that are most ‘involved’ with Facebook that are most affected. Passive Facebook users, who tend to read the newsfeed, browse friends’ pages and scan through photographs, were the ones most likely to be negatively affected.

Negative feelings, such as envy, can lead to what researchers refer to as “envy spiral”. This happens when such emotions cause Facebook users to exaggerate recent success and embellish their Facebook profile to show them in a more positive light, which, in turn, leads to jealously among others. And so it goes on. (BizReport.com)

德国最新调查发现，Facebook上36%用户越刷越不开心，主因是羡慕嫉妒恨作祟，尤其是看到好友晒度假、爱情生活、工作成就等信息会引发嫉妒心理，并由此让人感到痛苦和寂寞。更有趣的是存在嫉妒漩涡：愈攀比愈嫉妒，愈嫉妒愈攀比，没得消停。（互联网分析沙龙）

According to research, China has become the second largest luxury good consumption power, and it is estimated to become the largest in a few years. Savvy Chinese consumers are no longer just after brand names, and the consumption behavior varies.

In China, men are the major buyers of luxury goods, approximately 45% of luxury bags and accessories sold in mainland China are purchased by men, while the rate is about 15% worldwide. Also, 50% of the luxury goods are used for gifts, and the most popular brands for gifts are LV, Cartier and Hermes.

Second and third tier cities are catching up with the first tier cities in terms of luxury goods consumption. The sales number in some second tier cities like Hangzhou and Wenzhou has already exceeded the one in Beijing, Shanghai and Guangzhou. It is estimated that in 2015, 75% of China’s wealthy class will be living in second and third tier cities.

65% of the luxury goods consumers in Beijing and Shanghai are thinking of cutting off the brands that obvious in logos, such as LV and Gucci, and going for brands that are relatively low key and more unique. (by Tencent)

中国奢侈品消费已位居全球第二，并有望在几年内成为全球第一。日趋成熟的中国消费者已经不再简单的追求品牌炫耀，奢侈品需求呈现出多元化的特点。其中，男性成为奢侈品消费的主力。在中国大陆，约45%的奢侈品手袋和配饰是由男士购买，而这一比例在全球范围内仅为15%。50%的奢侈品用于送礼，最受送礼者欢迎的三大品牌分别是：LV，卡地亚和爱马仕。

中国内地二三线城市的奢侈品消费迎头赶上，杭州温州等地的奢侈品销售增长率已经超过北上广等一线城市。预计到2015年，中国75%的富人将生活在二三线城市及一些非沿海城市。

北京上海两地的65%的奢侈品消费者打算减少购买具有显著商标的奢侈品，转而偏好具有独特特性、高品质和低调的奢侈品。（腾讯财经）

In 2012, the advertising revenue for fashion magazine ELLE and Vogue in China reached 1.48 billion and 0.65 billion. As we can see, the top 10 advertisers in both magazines are all beauty brands. The top three advertisers in ELLE are Dior, Estee Lauder and Chanel, while the top three in VOGUE are Dior, L’Oreal and Chanel. (from 梅花网)

2012年，ELLE和VOGUE的广告刊例投放收入分别达到14.8亿和6.5亿。从信息图上可以看出，ELLE和VOGUE品牌刊例投放的前十位全都是化妆品品牌。其中，ELLE的品牌刊例投放前三位分别为迪奥、雅诗兰黛和香奈儿。而VOGUE的品牌刊例投放前三位则依次为迪奥、欧莱雅和香奈儿。（@梅花网）

In 2012, the market scale for online video has achieved 9.25 billion in China, and brought 6.72 billion advertising revenue. The chances to be played on mobile devices and online TV have become the major battle field for video content producing companies to compete for right now. With the decreasing production cost and the increasing advertising revenue, the video content producing industry is having a brighter future. (from iResearch)

2012年，国内在线视频有92.5亿元市场规模，67.2亿元广告收入；终端与内容造就无穷大的盈利前景。移动端及互联网电视已经成为了继PC端之后视频行业争夺的主要战场；企业内容战略布局全面调整，各家侧重点分散。随着内容成本的下降和广告收入的持续增加，视频行业的盈利前景更加明朗。（艾瑞网）

Interesting data to show the growth of mobile market: with the world’s total 7 billion population, 4 billion of them own a mobile phone, while only 3.5 billion have a tooth brush. In the year 2013, mobile devices would be the major hub for people to connect online; 91% of people will carry their mobile phones at any time; 89% of the mobile users will check out the internet while watching TV. In England, 74% of the smart phone users shop via their smart phones. (by Tencent)

【从数据看移动市场的增长】在全球70亿人中，约有40亿人拥有手机，相比之下，拥有牙刷的只有35亿人；2013移动设备将成为最常见的上网平台；91%的人随时随地都带着手机；89%移动网络用户在看电视时上网；英国74%的智能手机用户利用手机购物（腾讯科技）

By the end of 2012, the number of China netizen  has reached 564 million, and the number of people who access the internet through mobile phones hit 420 million, which was 64.4 million more than that number at the end of 2011. Mobile users accounts for 74.5% of the total netizen population, and it is the first time that the number of people using mobile phones to access internet exceeds the number of people access internet using PCs. (PC users accounts for 70.6% of the netizens)

The general income level of China netizens is not high as people who earn less than 3000 RMB per month accounts for 57% of the total and there is only 10.3% of the total netizens that earn over 5000 RMB per month. (by Tencent)

截至2012年12月底，中国网民规模达5.64亿。其中手机网民规模为4.2亿，较2011年底增加6440万人。网民中使用手机上网的用户占比由2011年底的69.3%提升至74.5%，超过使用台式电脑上网的比例（70.6%）

中国网民的整体收入水平偏低，月收入3000元以下的占比57%，月收入5000元以上的仅占比10.3%。（腾讯科技）

According to iResearch, the total online advertising budget of luxury brands was about 110 million RMB from Jan-Oct. 2012, which was 10.5 million more than the whole year budget of 2011. The spending peaked on September 2012, which was 36.1% higher than the number of 2011. As of the total advertising days, luxury brands had total days of 43,310, which is 67.1% higher than the 25,925 of 2011.

Of all the luxury brands that do online advertising, the accessory category, which is led by watches and jewelry, is the pioneer in advertising online; and they increased their online advertising scale to 70.1% of the total luxury advertising in October 2012. Beauty category shares the similar growth pattern with the watch and jewelry category; it peaked in May because all the brands are launching perfume by that time. In terms of premium alcohol brands, Hennsey’s promotion on May and the music concerts in August and September had boosted up the online spending. Fashion brands spent less online compare to the others, they only do intensive spending during the launch of A/W and S/S collections. Only Dior did a large campaign at May and September.

iResearch最新数据显示，2012年1月至10月奢侈品行业网络广告投放预估费用为1.1亿元，超过2011年全年投放费用达1050.4万元。其中，今年9月份投放额破新高，与去年同期相比增长36.1%。从前十个月的投放天次对比数据来看，2012年奢侈品广告主共计投放43310天次，较2011年的25925天次增加了67.1%，增幅明显。

细分小行业方面，以手表/表行和珠宝首饰等为代表的个人佩饰用品网络广告投放规模领先其他奢侈品行业，在今年10月份进一步扩大其网络广告市场份额至70.1%。其中，手表类奢侈品广告整体月度增长趋势相对明显。化妆品护肤品大体波动趋势与个人佩饰类相近，但在5月份由于香水广告的一轮激增导致整体规模赶超个人佩饰行业。洋酒类奢侈品广告中，轩尼诗5月份的潮界派对宣传和8、9月份音乐盛典系列大型活动广告投入使得费用趋势有两轮明显上扬。相较其他细分行业，男女服装类奢侈品广告规模较小，大体集中在春秋两季配合时尚新品发布进行投放，其中迪奥在5月和9月分别推出了女装与男装的全新大片。

Advocacy plays a fundamental role in realizing social marketing’s holy grail: Engagement@Scale. Brand advocacy is defined as the activation of people who are, or could be, passionate enough to engage on behalf of the brand and ultimately expand the customer base. Dachis Group‘s data platform, which tracks the social activity of 30,000 brands and 248,000 advocates, shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions. Given the outsized value of advocacy, brands must pursue it as part of their marketing strategy, but it can be difficult. Advocates vary in behavior, influences and motivations, just as much as the customers they influence. Companies spend time and resources understanding customer nuances, why not do the same for advocates?

Dachis Group has identified six advocate behavioral archetypes. A single advocate may exhibit any or all of them. Each archetype possesses different situational value. Brands must understand these archetypes, plus know when and how to activate them. To aid marketers everywhere, we created an infographic that answers the question: Who are these people that hold the key to your brand’s social success?

品牌的拥蹙们（铁杆粉丝）其实是促进品牌社交媒体账号粉丝增长和互动率提高的至关重要的人群。品牌的铁杆粉丝可以被定义为这样一群人：他们很活跃，愿意或者能够主动为品牌做宣传；他们的行为最终会使得品牌账号的粉丝数量增加。Dachis Group追踪了3万个品牌和24.8万品牌的铁杆粉丝，发现尽管这些铁杆粉丝只占品牌在社交媒体上粉丝总量的万分之一，他们贡献了这些品牌社交账号5.3%的访问量以及8.3%的品牌相关讨论。对于如此有影响力的“粉丝群”，品牌们必须考虑将他们纳入自己的营销策略，但这往往不容易。品牌的铁杆粉丝们在行为上，影响力上以及动机上都不尽相同，就如同一般的消费者一样很难捉摸。但是，品牌们都已经在研究消费者行为了，为什么不花点时间研究一下这些铁杆粉丝呢？

Dachis Group 发现了六种类型的“铁杆粉丝”，这些也可能在一个“铁杆粉丝”的身上都表现出来。每一种类型在不同的情境下都有不同的作用，品牌必须了解这些类型，并熟知能够在什么样的情境下使用到他们。

According to iResearch, the scale of mobile internet reached 54.97 billion by 2012, the growth rate is 96.4%.

One major reason for that is the coverage of smart phones in China. iResearch estimated that by 2012, there are 360 million smart phones in China, thanks to Android system which helps to lower the price of smart phones. By 2016, there would be more than 700 million smart phones in China.

Another reason for the fast growing mobile internet is the quick growth of mobile commerce. In 2012, mobile commerce accounts for 23.7% of the total scale, and it is estimated to exceed mobile value-added service and become the largest sector of mobile internet in 2014.

根据艾瑞咨询统计数据显示，2012年中国移动互联网市场规模为549.7亿元，增长率为96.4%，快速增长的智能终端是主要原因之一，2012年中国智能手机保有量达到3.6亿，增速为80.0%。艾瑞预计，智能手机保有量在2016年将超过7亿。

另一大推动因素是移动购物，2012年移动购物占比为23.7%，预计到2014年，移动购物市场规模将超越移动增值，成为移动互联网第一大细分行业。

From L2 Digital IQ index report, of the 20 beauty brands, ninety percent of beauty brands are on at least two platforms. Benefit Cosmetics holds 7 platforms, while Estee Lauder is presented on six.  All of the beauty brands maintain a presence on Sina Weibo.

The 20 brands that are being weighted on the L2 report are: Estee Lauder(ranked No.1 in the entire report), Lancome, Benefit, Clarins, Shisheido, Sephora, Chanel, Kiehl’s , Biotherm, SK-II, Herborist(a Chinese brand), Clinique, Bobbi Brown, Origins, Dior, MAC, L’OCCTANE, Guerlain, YUE-SAI, and Elizabeth Arden

L2 Digital IQ index 报告里面的20个化妆品品牌，九成在两个以上的社交媒体平台上有所展现。其中平台展现最多的是贝玲妃，有7个平台，雅诗兰黛位居第二，在6个平台上有所展现。每个化妆品品牌都拥有新浪微博的官方账户。

L2报告里面的20个化妆品品牌是：雅诗兰黛（在整个报告里面排名第一），兰蔻，贝玲妃，娇韵诗，资生堂，丝芙兰，香奈儿，科颜氏，碧欧泉，SK-II，佰草集（中国本土品牌），倩碧，芭比波郎，悦木之源，迪奥，MAC，欧舒丹，娇兰，羽西和伊丽莎白雅顿。

WPP’s BrandZ just released its annual report on the top 50 most valuable brands in China. A conclusion from learning their social media engagement is that, China’s most valuable brands are increasingly present in social media. Their presence cuts across most categories.

State Owned Enterprises (SOEs) especially increased their engagement. Of the six newcomers among the Top 15 brands in social media presence, five were SOEs. The beer brand Tsingtao was the sixth.

In addition, the ranking again confirms a positive correlation between brand value and social media presence. Among the BrandZ™ Top 50 Most Valuable Chinese Brands, the Top 20 brands in social media presence average $10 billion in brand value, compared with an average brand value of $3.9 billion for the other 30 brands.

WPP旗下的Brand Z最近公布了它们对于中国品牌的年度调查，评选出了中国最有价值的前50品牌。通过调查它们与社交媒体的结合发现，中国最有价值的品牌越来越注重社交媒体。国企由其如此。6个新近登上“社交媒体排行前15名”的品牌中，5个是国企。青岛啤酒是第6个。

同时，这个排名也证明了品牌价值和社交媒体呈现之间存在正相关。中国最具价值的50个品牌中，在社交媒体上表现前20的品牌的平均品牌价值是100亿美元，而其他三十个的平均品牌价值是39亿美元。