The Staggering Stats of China’s Mobile Sector [Infographic]

NetEase Tech released an outstanding infographic today that outlines the mobile communications market in China. Here’s our breakdown by 1) service providers; 2) mobile population; 3) smartphone market; 4) manufacturers.

Part 1: Service Providers

China has a staggering 930 million mobile users. China Mobile is the leading service provider with 628 million users, having seen a 8.8% increase for first 2 quarters of 2011 at RMB 250 billion, and realized a net earning of RMB 61 billion, a 6.3% increase.

It’s main mobile competitor, China Unicom, had total earning for the same period of RMB 101 billion, 22.9% increase, and net earnings of RMB 2.6 billion, a 5.5% decrease from 2010.

China Telecom, the service provider for all mainlines, had total earnings of RMB 120.1 billion (does not include new phone initial installation charges), an 11.7% increase, and net earning of RMB 9.71 billion, a 10.2% increase. (These earnings are from the company’s mobile services.)

Part 2: Mobile Population

China has total of 930 million mobile users, of which 628 million are under China Mobile, 186 million at China Unicom, and 113 million at China Telecom.

Part 3: Smart Phone Market

In smart phones, Android is the leading OS with 43% of market shares, while iPhone’s iOS is at 18%. Nokia, with it’s trademark Symbian OS (a semi-smart OS), is hanging on with 22%.

Netease states that 70% of mobile phones manufactured are “Made in China”.

Part 4: Manufacturers

Two local Chinese electronics companies stood out among the top mobile phone manufacturers of 2010: Huawei and ZTE.

Huawei is currently the second-largest electronics supplier in the world, grossing RMB 185 billion revenue (USD $28.06 billion) in 2010, a 24% increase from 2009. It’s core business has expanded through Europe and it’s planning to enter the enterprise solutions market, also Cloud computing.

ZTE is much smaller than Huawei and grossed RMB 70 billion (USD $10.6 billion), a 16% increase.


Mobile is picking up in China at a very fast speed. Here’s the detail statistics.

China Mobile Market Deep Dive 2011 Q2


80% of ads impressions come from 10 regions in China, and Beijing is lead followed by Shanghai, Guangzhou, Jiangsu and Zhejiang;

iOS ads impression weighs over Android by 16%

Given the popularity of iOS devices, Apple receives 58% of ads impressions among all mobile devices;

Smaller screen mobile devices produce better click-through rate;

Apart from Apple devices, HTC, Samsung and Moto are the top 3 brands which produce better ads impressions;

iPad is dominating the tablet market in China, accounting for over 98% of total ads impressions on tablet devices.

China’s Youth Mobile Habits


China’s youth going mobile. 77% of the youth choose to give up computer and to keep their mobile if they can only have one device.

Top 3 mobile app category in china: Games, Music and Social Media.

Looking at the speed of how mobile adoption, habits are shifting from stationary to mobile. This is something we need to keep in mind when we decide on platforms to use and the how the entire experience will be, from search to conversion.


Fern Yit

China’s Check-in Usage

The infographic above is a bring look at china check in behaviour, Location based services (LBS) like JiePang is now taking off and experiencing more collaboration with well-known brands worldwide.

Most collected badges are: Starbucks, Mcdonalds, Burger King, Doraemon and Earth Hour.

Most popular check-in place have 165 check-ins per day!

Looking forward on how fast this trend will catch up with the world.

Have your brand use LBS in China yet?

Fern Yit

China Social Media Case Study: Maybelline

Maybelline’s dual approach to reaching Chinese consumers online shows how a brand can leverage different platforms to connect with different consumer types and to achieve diverse results.

WaveMetrix have previously shown how brands such as Louis Vuitton, Chanel and Clinique are using the social platform Sina Weibo to connect with Chinese consumers. Sina Weibo appears to be the social media platform of choice for most brands to stage their engagement with consumers in China, whilst fewer brands have exploited the potential of Renren, a Facebook-esque social network. Maybelline, however, have used a combined approach using Sina Weibo as their brand’s main platform and Renren as a complementary hub for product-specific campaigns such as their B.B. cream.

WaveMetrix analysis shows that Maybelline’s approach is effective in approaching different types of users. Sina Weibo proves most successful in engaging owners, whilst the B.B. cream page on Renren attracts users interested in the product, including potential owners. However, WaveMetrix analysis shows that whilst Maybelline’s Renren page generates higher product engagement than their Sina Weibo platform, the majority of discussion focuses on the celebrities which Maybelline post pictures of.

Sina Weibo proves most effective at engaging owners:
  • Maybelline’s Sina Weibo page attracts many more owners than their Renren page: 75% of discussion on Maybelline’s Sina Weibo page is from owners, reflecting the success of the brand’s approach in engaging its own consumers. They are prompted to share their experiences of Maybelline products they’ve tried and give others tips of how to use them. By posting about a range of products as well as campaigns, Maybelline successfully uses Sina Weibo as a hub to engage their users
  • Only a quarter of discussion on Renren is driven current or potential owners: Maybelline uses Renren in a time-specific way and focuses on a new product launch. The brand creates engagement about their newly launched B.B. cream from potential owners who they say it “looks good” and “want to try it”. However, discussion from potential and current owners only makes up around 25% of buzz, indicating that most engagement comes from general consumers

Maybelline’s Renren page attracts more general discussion than brand or product-specific buzz:



  • Consumers on the Renren Maybelline page engage with the brand in a much more general manner: Reflecting the low proportion of potential and current owners, Maybelline’s page on Renren attracts a very low proportion of product and brand buzz. Almost 90% of discussion is general in nature as consumers talk about the pictures of celebrities and entertainment events which Maybelline posts about. This highlights the fact that Maybelline aren’t as successful as they could have been in engaging users around a specific product


Interesting article on the social media landscape in China. From personal experience, Sina Weibo is being used as the main engagement channel because of the number of active users on the channel and RenRen is being used as the activity platform because it is highly customizable.

Any questions/discussions please feel to drop me a note.


Fern Yit

The Conversation Prism (Global + China)

The Conversation Prism is one of the essentials when it comes to planning for social media and communication strategy. At one glance, you can see the function of each channel, website or app clearly.


The original Conversation Prism was created by Brian Solis and JESS3. After that, CIC released the Chinese Conversation Prism, which helps to solve partial of the mystery to the Chinese social media landscape.


More to come…



Check out for all your check-in needs

Check out for all your check-in needs

Jul 15, 2010 19:43

Foursquare and Gowalla have carved an interesting niche with their social-network “check-in” services, which have tied in nicely with the rise of Twitter and Facebook status updates. So it should be no surprise that China has its own lively, location-based sites that are better adapted to their users (ah… that’s the story of big-name Internet fails in China since the ignominious eBay saga).

The best-looking of all these check-in services is, to my eyes,, which has good-looking–if somewhat laggy–iPhone and Android apps, plus a mobile-only site, aimed at “Symbian S60, Windows Mobile, and Java phones”, in addition to its regular Web site.

The iPhone app interface is clean and cute, allowing for check-ins over 3G or Wi-Fi, as well as pretty much everything else that the main Web site can do, such as connecting your Jiepang account to other Chinese SNS, namely: RenRen, KaiXin, Sina WeiBo (Sina’s twitter clone), and Douban.

Jiepang uses Google Maps, despite Google Maps still being in limbo, having not received word on whether it has been granted a newfangled online mapping license (Bing and Nokia’s Ovi were granted theirs last week, but since they don’t cover that much of the country–i.e. potentially sensitive/top-secret sites–their case was a lot less controversial).

On Jiepang, there seems to be a lot of venues already added, but no one has actually checked in to most of them yet. So there may not be quite so many users as all those listed restaurants, bars, and whatnots would suggest. Similarly with Foursquare–but unlike the stricter Gowalla–it’s a bit too easy to cheat with your check-ins at Jiepang, and just check yourself into anything within a pretty wide radius.

It remains to be seen if location-based SNS will take off. Likely, this’ll go hand-in-hand with a slowly increasing takeup by users of the Twitter clones from Sina, NetEase, Sohu, and the indie Zuosa, though Jiepang seems to have implemented integration with only Sina’s microblogging service.

Note: Chinese users/speakers can connect with me on Jiepang, on Sina’s Weibo, (I’ve just deleted my Sina account in protest at new restrictions on its microblog service that disables any links/URLs that go to overseas Web sites… That is very, very lame), and on Zuosa, too.

Behold newly released location based social media in China! more strategies to come!