SportBusiness International

Analysis and insight for the global sports business

Social Media and Sport in China

Social Media and Sport in China

Published date:
30 Oct 2015
Report
  • LinkedIn
  • Print

 

A report on how sports organisations can, and are, using social media to penetrate the Chinese market. It sets out the social media landscape, including briefings on the most important platforms. And it features case studies on work in the market by brands and athletes including the NBA, Liverpool FC and Novak Djokovic.

 

Report Items

Article
30 Oct 2015

Understanding the local social media environment is no longer a luxury for companies operating in China – it is an imperative. By some measures, usage of Chinese social media is the most intense in the world. There are vital differences in the use of social media in China relative to the West which are vital to understand for any organisation or brand looking to penetrate the market.

 Read on
Article
30 Oct 2015

Social networking has evolved differently in the middle kingdom than in Western societies. Forget the classic Western sites such as Facebook, Twitter or YouTube. These established networks have not been able to successfully expand in China due to strict state censorship. Being protected by this powerful barrier and without the influence of Western firms, localised networks have developed for the Chinese market.

 Read on
Article
30 Oct 2015

The dominant social networking sites are Sina Weibo and WeChat. We look in detail at these and provide an inventory of other popular sites below. It is wise to remember that this guidance could soon change in such a dynamic market, with top dogs fading and young pups emerging seemingly overnight.

 Read on
Article
30 Oct 2015

China tends to lag a year to 18 months behind Western social media trends. There are, for example, several competing Instagram-style networks, none of which has gained dominance. One to watch is Nice, a photo- sharing platform with Instagram-like features, which at the moment is untested by Western sports brands.

 Read on
Article
30 Oct 2015

Basketball is often thought of as China’s most popular sport, and the NBA, with more than 70m Chinese social media followers, as the best-loved sports brand. But football is growing, and comparisons with the NBA are somewhat unfair. The NBA’s brand is a unified, massive presence on Weibos, whereas European football leagues and clubs compete with each other more directly for audience share. Indeed, there are around 70m followers across the 35 active European football teams on Chinese social media.

 Read on
Article
30 Oct 2015

 Tennis has seen a surge in popularity in China in recent years, especially after Li Na’s second Grand Slam victory at the Australian Open 2014. Thrilling matches between top players in tournaments in Beijing and Shanghai have also expanded the fan base. Novak Djokovic has been successful on the court – this year winning the Shanghai Rolex Masters and the China Open – and a fan favourite during these tournaments.

 Read on
Article
30 Oct 2015

It’s obvious that the platforms that dominate in China are markedly different to those that marketers are familiar with elsewhere – even in nearby Asian markets. However, it’s not just the platforms that are different; the ways that Chinese netizens use social channels is also notably different. As digital marketing agency We Are Social points out, “marketers need to carefully adapt their approaches for China’s cultural and societal idiosyncrasies as much as for its technological differences.”

 Read on
Back to top