These celebrities typically don’t have Xiaohongshu or Douyin, only Weibo. Huang Bo, a 48-year-old actor, was named the ambassador for Shiseido’s high-end line on February 9. People in their mid-forties, also referred to as “uncle stars,” provide a safer option for brands and have a wider market recognition among both young and old consumers.īrands are testing a new cast of ambassadors due to the expensive unpredictability of “traffic stars,” who heavily rely on the fan economy to push the sales of the products they promote. Idol scandals have tarnished China’s entertainment sector in recent years.Īs was the case with Louis Vuitton and rapper Kris Wu, luxury brands associated with wrongdoing (“little fresh meat”) were forced to act quickly to sever their endorsement agreements in order to allay public outrage. ![]() ![]() The Rise Of China’s ‘Uncle Stars’: How Middle-aged Men Are Taking The Spotlight The large language model team and the image model team will be managed by Zhu Wenjia, head of global search and development for TikTok. When ByteDance launches its large language model, which is anticipated to happen in the middle of this year, it will put a particular emphasis on language and imaging. "This is very beneficial to those who already have their own private traffic on WeChat," he said.ByteDance to emphasize search and imaging as it develops ChatGPT’s rivalīyteDance, the owner of TikTok, has assembled a sizable language model team and plans to integrate the technology into its search and advertising businesses as the hype surrounding ChatGPT, an AI-powered chatbot service, continues to encourage Chinese businesses to create analogous products of their own. But on Channels, you can quickly add somebody on WeChat," Yang said. "For example, in Douyin or Kuaishou, you won't be able to ask your viewers to add you on WeChat. WeChat, China's most popular chat app, has more than a billion active users. I won't say they can't get there but it's very difficult," Analysys' Liao said.īut Shawn Yang, managing director at research group Blue Lotus Capital Advisors, is bullish on Channels given the potential of WeChat's traffic. "When you have to start from being a social network app and then enter into the short-video space, you have to build up a whole e-commerce system to support it. While some analysts see Channels as Tencent's best chance to catch up with ByteDance, others believe it will be tough for it to become as big as Douyin, the Chinese version of TikTok. In November, Tencent President Martin Lau said Channels' advertising revenue was on track to reach 1 billion yuan in the fourth quarter of 2022.įor TikTok and Douyin, research firm Insider Intelligence estimated in April last year that ad revenues would together reach more than $30 billion for 2022.Ĭhannels has also started charging e-commerce merchants a 1% to 5% commission fee from this month.ĭouyin has been charging 1% to 10% since 2020. So naturally you come across a lot more ads with short videos," Li said. ![]() "When you are already scrolling and come across an ad, you don't think twice about it. TikTok requires content creators to have more than 10,000 followers to start monetising.Ĭhannels has also opened up ad opportunities "like never before", said Li Yikai, general manager of Americas and EMEA at ad agency Nativex, versus WeChat that pushes a few ads a day. Tencent has also slashed the threshold for monetisation on Channels, allowing users with as few as 10 followers, versus 1,000 earlier, to start making money through advertisements. If the host recommends a product during the chat, a link can pop up on the screen to take viewers to a Mini Program where they can buy the product using WeChat Pay. ![]() Tencent Meetings is a Zoom-like teleconference service while mini programs are like apps on Apple's iOS and Google's Android operating systems but less data intensive and run within WeChat.Īn integration would allow, for example, a podcast host to conduct an interview on Meetings and livestream it on Channels. Tencent has been integrating many of its products, ranging from Tencent Meetings to WeChat Mini Program, with Channels to help creators livestream content just like the U.S. ByteDance does not publicly disclosee official GMV numbers. A LatePost report says Channels' daily transactions from livestreamed sales pitches reached more than 100 million yuan ($15 million) in September 2022 for the first time, indicating an annual rate of about 36 billion yuan.īut Douyin was already aiming to bring its GMV to over 1 trillion yuan ($155 billion) in 2021, a six-fold jump from 2020 levels, sources said at the time.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |