The report highlights the digital engagement of 1.235 billion users across various channels, including apps, WeChat mini-programs, Alipay mini-programs, and Baidu smart mini-programs. Users spend significant time on core content platforms, with monthly average time spent on Douyin, Kuaishou, Xiaohongshu, Bilibili, and Weibo reaching 38.44 hours, 26.1 hours, 18.29 hours, 16.71 hours, and 10.67 hours, respectively.
The Rise of a Comprehensive Digital Ecosystem
Diverse Industry Strategies and User Profiles
Within this comprehensive ecosystem, industries have developed distinct strategies for precision user operations tailored to different user profiles. First-tier and new first-tier city users exhibit a strong demand for membership features, leading to deeper operations via apps. In contrast, users from third-tier and lower-tier cities prefer lightweight interactions, prompting brands to attract and convert them through mini-programs.
As of May 2024, KFC's WeChat mini-program had 49.43 million monthly active users, compared to 29.41 million for its app, with only 2.6 million overlapping users. The app's users are mainly from first-tier and second-tier cities, while the mini-program attracts nearly 50% of its users from third-tier and lower-tier cities. Similarly, Haidilao's WeChat mini-program had 4.32 million users, compared to 774,000 on its app, with only 42,000 overlapping users.
Key Insights from the New Consumption Era
Industry-Specific Insights
Apparel and Accessories
Luxury brands are utilizing WeChat mini-programs and official accounts for private domain operations, resulting in significant traffic growth. Meanwhile, apparel brands are increasingly investing in live-streaming e-commerce on short video platforms, with in-store broadcasts significantly boosting sales.
Food and Beverage
Leading chain restaurants are leveraging WeChat mini-programs for basic services like reservations and ordering, while their apps offer more comprehensive membership services, driving growth in online traffic. Tiered user preferences indicate higher app usage in new first-tier cities, where users demand extensive membership functions, whereas mini-programs attract more users from third-tier cities and below.
Home Appliances
The smart home and wearable device sectors saw explosive growth, with user bases reaching 318 million and 133 million, respectively, in May 2024. Smart home brands are developing apps as central hubs for seamless device management. Traditional home appliance brands like Midea and Haier are accelerating their smart transformations, with private domain traffic in the millions. Rising consumer interest in smart cleaning appliances is rapidly expanding user bases for smart home apps.
Smart Automobiles
Car manufacturers' official apps now offer extensive vehicle control functions, owner services, and interactive communities, allowing users to manage their vehicles from their mobile devices. The rapid expansion of the new energy vehicle (NEV) market is driving substantial growth in app user traffic for car brands. Additionally, automotive CEOs are leveraging live streaming to demonstrate expertise and build closer relationships with consumers, while smart cockpit features transform vehicles into mobile smart spaces.
Emerging Trends in Brand Digital Development
Brands are leveraging AI models and new technologies to expand application scenarios, innovate marketing strategies, and continuously optimize product services, accelerating digital transformation. In-home marketing and smart screens are revitalising the sector. Platforms such as Tencent Video and iQIYI, with over 110 million monthly active devices on their OTT applications, underscore the marketing potential of large screens.
The QuestMobile 2024 Brand Digital Development Insight Report highlights the transformative power of digital strategies in China's dynamic market. By enhancing user experience, optimising search strategies, and embracing cutting-edge technologies, brands can effectively engage with Chinese consumers and drive long-term success in the digital economy.
Contact us to use these strategic insights to engage with Chinese consumers and drive sustainable growth.
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