Basically, I never seen Tencent has any advertisement
shows on TV, newspaper or magazine. Tencent promotes its brand or products
through the following ways:
First, Tencent enhances brand image with large
world-wide activities. In 2010, Shanghai World Expo was a chance. Before 2009,
Tencent has a well strategy for World Expo. First of...
Inditex is a Spanish company. Zara is one of the well-known
and oldest brands of Inditex. Inditex has eight brands; Zara and Zara Home are the
two most famous brands. Which are located in Deportivo La Coruna, Spain with
its headquarter-Inditex. Zara advocates fast fashion. They are basically imitating
the latest fashions, and...
All the business Tencent built up is basic on two platforms:
Tencent instant messages and internet service portal. Until Jun, 2005, Tencent
has initially completed the layout of online business model of industrial life.
Tencent established QQ, internet service portal, QQ games and mobile service
portal, which has built a huge online community....
Tencent not only focus on WeChat‘s(instant massager
app) development in mainland China, they also has plans for the oversea market
in 2012. First, through the operation
of the capital
level, Tencent bought the share of Korea KaKao Company, and own the
share of 13.54%. The investment amount is $ 63 million. In addition, Tencent
released...
Basically, I never seen Tencent has any advertisement
shows on TV, newspaper or magazine. Tencent promotes its brand or products
through the following ways:
First, Tencent enhances brand image with large
world-wide activities. In 2010, Shanghai World Expo was a chance. Before 2009,
Tencent has a well strategy for World Expo. First of all, Teencent opened up
the World Expo channel. At the same time, they used QQ to launch online
activities to spread the Expo concept of environmental protection. Tencentaims
to let users cultivate a better understanding of and concerned about the Expo. After
a few months, Tencent has large amount of users joined the Expo activities. Basic
on this,Tencent used three major demands to attract
advertisers—Expo, users’ amount and users demands. In general, Tencent were in
a win-win situation. Not only users were attracted by Tencent’s Expo package
activities, but also Tencent earned the profit by ads.
Second, related to users. In the thanksgiving holiday
in 2012, Tencent released a brand commercial online. The video showed us the
theme of Love; it recorded the most common scenes in our daily life, including
a wife waiting for her husband from late night off-work; a father recorded for
his son’s growing up moments, the love of friend, sister, teacher and public. These
videos were very touching. It related to this holiday and the love we can find
in our daily life. Of course, in those video also implanted Tencent’s products,
in order to show users and non-users’ audiences that Tencent’s products are
related to people’s life. With using Tencent’s chatting tool or Qzone, we can
communicate with the one we loved easily and more convenient.
Third, star effect. For example, sometime when I watch
a star interview, different from the normal microphone, a star holding a mic
that attaches with a medium large brand logo—Tencent QQ with a signature Penguin.
Furthermore, Tencent would sponsor some
award ceremony, such as Chinese Music Award. Normally winner will award a
trophy, but at the same time, winner also receives a Tencent QQ stuffed animal.
Using the powerful effect of TV and stars, Tenccent quickly increased products
awareness and attract more investors and users.
Inditex is a Spanish company. Zara is one of the well-known
and oldest brands of Inditex. Inditex has eight brands; Zara and Zara Home are the
two most famous brands. Which are located in Deportivo La Coruna, Spain with
its headquarter-Inditex. Zara advocates fast fashion. They are basically imitating
the latest fashions, and then sell products at cheaper prices. Inditex's brand
- Zara, Zara Home, Bershka, Massimo Dutti, Oysho, Stradivarius, Pull & Bear
and Uterqüe –all follow Zara mode: beautiful high-end store sale fashionable
and decent workmanship, but low-priced products.
Zara open its 2200 retail stores in Euro and other
55 countries in a very short time. More than that, Zara opens up its online
store. Combine these two sale channels, Zara’s global turnover reached to 4.6
billion euros in 2004, better than the American brand GAP.
Different from the luxury brand like Gucci, Zara pursues
fast fashion. For example, Zara designs a fall/winter series, then each style
are issued only three or four dress, or shirt, or jacket to a store. There are
only small amount of stock left in each store. However, if customer needs
another size, store manager can apply for multiple shipments. All of the sales
have been perfectly well trained, they will record customer’s reaction to each
clothes. Listen and ask what customers need and their comments on Zara
products. Every day, store manager will hand in all the customer information to
headquarter. Headquarter then will send the information to their huge design
team. Designers will quickly develop a new design and send the draft to the
factory to produce the new products. Because of Zara’s fast fashion, the
products in the store update very quickly. You may not find a same dress in a
Zara store within 2 weeks. They want to make sure their products are unique but
low-priced.
When I lived in China, I never shopped in Zara. I knew
Zara is a famous brand. But as a student, I can’t afford it. More than that,
because of its noble decoration, I couldn’t even walk into the store. For me, Zara
is shopped by the rich with its high price. However, the first time I shopped
in Zara was 2 weeks ago. I was looking for a jacket for spring. I aimless
opened Zara’s online website and surprised at their low-priced. Therefore, I walked
into SOHO Zara after work. As usual, Zara uses beautiful decoration and bright
lights. What’s different from the Zara store in China is that, SOHO Zara’s décor
is more close to civilians. You can freely select your cloths without any
uncomfortable. There are some cloths designs for office working ladies, as well
as some young line products that suitable for college students. I was thinking Zara
can be my future shopping store. However, fitting room is one thing I want to
complain. I picked up 2 cloths and supposed to go to the fitting room and try
them. I stood in line for more than 20 minutes, but the line hardly moved a
walk. I have no idea what’s going on the line, or if there was any employee controlling
the line. I gave up waiting on line. Instead, I bought the jacket and tried it
at home. The best thing is that you can return it within 30 days after
purchasing.
All the business Tencent built up is basic on two platforms:
Tencent instant messages and internet service portal. Until Jun, 2005, Tencent
has initially completed the layout of online business model of industrial life.
Tencent established QQ, internet service portal, QQ games and mobile service
portal, which has built a huge online community. To meet the demand for
information transfer and knowledge acquisition, Tencent develops internet
service portal, QQ IM and QQ e-mail. To meet the demand of group communication and resource sharing, Tencent releases
Q-Zone and QQ group. In the aspects of personality showing and entertainment service,
Tencent has diversity of virtual imagine products, including QQ pet, QQ show,
QQ games, QQ music, QQ radio and QQ live TV. To meet the demand of online
trade, Tencent releases E-commerce Pai Pai online trade.
Most people have inertia
when they using internet service. People are lazy to find another service
provider if one website or one provider can satisfy all their needs. They will
focus on using the same service provider. Otherwise, searching a new provider
will cost more time and money. So in this way, Tencent has the inherent
advantages to open up e-commerce. Because Tencent has occupied 76% of the
instant messaging market share. That means they have the monopoly advantage on customer
channel.
At the same time, Tecent
released the special service for membership customers. Tencent designs a lot of
privileges special for advanced users, and strengthen the manifestation of
"Member" and the difference between ordinary users. Through this
exclusive glory service, Tencent attracts ordinary users to register as a membership.
Based on this model, Tencent continue to introduce new products and new levels
to continuously meet the membership user endless "desire". So that
membership users will stick on this product for period of time even though
membership has to pay money every month.
In addition, Tencent
opens platform for third-party applications to paid subscribers that cover almost
users of all ages. Age 14 to 25 years old is the largest group of paid
subscribers. It shows that the paid subscribers age are getting younger and younger.
Paying customers are mainly distributed in early high school and undergraduate;
mostly to high school and undergraduate education, accounting for 71.39%. This phenomenon
exists for two main reasons. First, except employees who work in the office,
student is a group spending the longest time on computer. They are also the
target customer of Tencent. According to the research,students and white-collar workers (including company
employees and management personnel) are the highest portion of Tencent users,
respectively 32% and 30%, accounting for 15% of the users of freelance. Second,
either membership fee or the games fee is cheap so that students can afford
every month. Furthermore, white-collar workers have a large portion on online
shopping or trade, because of their higher purchasing power and working environment.
The proportion of
male and female users is 59:41. Men will focus on playing several applications each
month, and male users are twice active than women. In the opposite, women
prefer to try different applications. In addition, men prefer to play the
game-type applications. Compared to men, women prefer to play non-active game,
such as tools, lifestyle applications basic on their personalities.
Tencent not only focus on WeChat‘s(instant massager
app) development in mainland China, they also has plans for the oversea market
in 2012. First, through theoperationofthecapital
level, Tencent bought the share of Korea KaKao Company, and own the
share of 13.54%. The investment amount is $ 63 million. In addition, Tencent
released a new App especially for the Indonesia market. It called Qute.
According to the market research, the users of Qute have over one million in
July, 2012. What’s interesting is that KaKao announced to offcially enter into
Indoesia market. Basic on the partnership between Tencent and KaKao, Qute and
KaKao, even Tencent will become competitors.
Except
for QQ and WeChat, Tencent Games is one of the main products of Tencent. In
2012, The
UP2012Tencentgameannualconference, Tencent
announced that they had obtained the global agent aoperating rights of Korean
action new game called Sura. Sura is not only the first online game Tencent
obtained as an international agent, it is also the first step Tencent plans for
its own company’s development for global stage. The road to oversea online game
industry has gradual expansion since 2004 in China. But alwaysthepatentsoftheR & Dmanufacturersrely oncopyrightexportbusiness model. But alwaysthepatentsoftheR & Dmanufacturersrely oncopyrightexportbusiness model. But because
of the patents of the R & D manufacturers, we rely on copyright export
business model. Until recent year, China inline game industry has received
their harvest on their way of global market. Such as Shengda company bought a
U.S online company and changed it into a community online game. They also established
North America branch in 2010.
Researcher said, Tencent
hands in Korea NSE Company action new game force to global market, this move will
bring broader development of Tencent game business. Even though I never play
this game Sura before, I did research some of the picture from the game. It has
a rich oriental color screen, smooth combat experience and strategy changing
battle model. Both players and media were pay attention on this game before it
released. At the same time, there are comments that the Sura with darken style
and the character style settings also tend to be the trend of globalization. The
game has strong scalability and with room for adjustment to meet the
preferences of the different players of the global market. So that it will meet
the requirement of global promotion. Beside in Korea and China, America and
Euro will have large market people will love this game.
But before that, in
2011, Tencent had planned for the way of global market.Tencent acquired the majority stake of U.S. online game
company Riot Games. They did so is to pave the way for the future development
in North America, Russia, Southeast Asia, India and many countries in the
world. More than that, Tencent purchased ZAM game site made by Europe and the
United States. They obtained the market analysis and global top plug production.
Even though oversea
market has a bigger stage, China never stand on the world’s top rank of online
games. Chinese online game operators always stick to the local market. Overseer
market is attractive, but still Chinese operators are looking for the strategy of
world partnership global operations. Because they believe that Chinese online
games technology hasn’t mature and perfect. If company rushes into global
market individually, fail and lost money are the only result they will receive.
Basically, I never seen Tencent has any advertisement
shows on TV, newspaper or magazine. Tencent promotes its brand or products
through the following ways:
First, Tencent enhances brand image with large
world-wide activities. In 2010, Shanghai World Expo was a chance. Before 2009,
Tencent has a well strategy for World Expo. First of all, Teencent opened up
the World Expo channel. At the same time, they used QQ to launch online
activities to spread the Expo concept of environmental protection. Tencentaims
to let users cultivate a better understanding of and concerned about the Expo. After
a few months, Tencent has large amount of users joined the Expo activities. Basic
on this,Tencent used three major demands to attract
advertisers—Expo, users’ amount and users demands. In general, Tencent were in
a win-win situation. Not only users were attracted by Tencent’s Expo package
activities, but also Tencent earned the profit by ads.
Second, related to users. In the thanksgiving holiday
in 2012, Tencent released a brand commercial online. The video showed us the
theme of Love; it recorded the most common scenes in our daily life, including
a wife waiting for her husband from late night off-work; a father recorded for
his son’s growing up moments, the love of friend, sister, teacher and public. These
videos were very touching. It related to this holiday and the love we can find
in our daily life. Of course, in those video also implanted Tencent’s products,
in order to show users and non-users’ audiences that Tencent’s products are
related to people’s life. With using Tencent’s chatting tool or Qzone, we can
communicate with the one we loved easily and more convenient.
Third, star effect. For example, sometime when I watch
a star interview, different from the normal microphone, a star holding a mic
that attaches with a medium large brand logo—Tencent QQ with a signature Penguin.
Furthermore, Tencent would sponsor some
award ceremony, such as Chinese Music Award. Normally winner will award a
trophy, but at the same time, winner also receives a Tencent QQ stuffed animal.
Using the powerful effect of TV and stars, Tenccent quickly increased products
awareness and attract more investors and users.
Inditex is a Spanish company. Zara is one of the well-known
and oldest brands of Inditex. Inditex has eight brands; Zara and Zara Home are the
two most famous brands. Which are located in Deportivo La Coruna, Spain with
its headquarter-Inditex. Zara advocates fast fashion. They are basically imitating
the latest fashions, and then sell products at cheaper prices. Inditex's brand
- Zara, Zara Home, Bershka, Massimo Dutti, Oysho, Stradivarius, Pull & Bear
and Uterqüe –all follow Zara mode: beautiful high-end store sale fashionable
and decent workmanship, but low-priced products.
Zara open its 2200 retail stores in Euro and other
55 countries in a very short time. More than that, Zara opens up its online
store. Combine these two sale channels, Zara’s global turnover reached to 4.6
billion euros in 2004, better than the American brand GAP.
Different from the luxury brand like Gucci, Zara pursues
fast fashion. For example, Zara designs a fall/winter series, then each style
are issued only three or four dress, or shirt, or jacket to a store. There are
only small amount of stock left in each store. However, if customer needs
another size, store manager can apply for multiple shipments. All of the sales
have been perfectly well trained, they will record customer’s reaction to each
clothes. Listen and ask what customers need and their comments on Zara
products. Every day, store manager will hand in all the customer information to
headquarter. Headquarter then will send the information to their huge design
team. Designers will quickly develop a new design and send the draft to the
factory to produce the new products. Because of Zara’s fast fashion, the
products in the store update very quickly. You may not find a same dress in a
Zara store within 2 weeks. They want to make sure their products are unique but
low-priced.
When I lived in China, I never shopped in Zara. I knew
Zara is a famous brand. But as a student, I can’t afford it. More than that,
because of its noble decoration, I couldn’t even walk into the store. For me, Zara
is shopped by the rich with its high price. However, the first time I shopped
in Zara was 2 weeks ago. I was looking for a jacket for spring. I aimless
opened Zara’s online website and surprised at their low-priced. Therefore, I walked
into SOHO Zara after work. As usual, Zara uses beautiful decoration and bright
lights. What’s different from the Zara store in China is that, SOHO Zara’s décor
is more close to civilians. You can freely select your cloths without any
uncomfortable. There are some cloths designs for office working ladies, as well
as some young line products that suitable for college students. I was thinking Zara
can be my future shopping store. However, fitting room is one thing I want to
complain. I picked up 2 cloths and supposed to go to the fitting room and try
them. I stood in line for more than 20 minutes, but the line hardly moved a
walk. I have no idea what’s going on the line, or if there was any employee controlling
the line. I gave up waiting on line. Instead, I bought the jacket and tried it
at home. The best thing is that you can return it within 30 days after
purchasing.
All the business Tencent built up is basic on two platforms:
Tencent instant messages and internet service portal. Until Jun, 2005, Tencent
has initially completed the layout of online business model of industrial life.
Tencent established QQ, internet service portal, QQ games and mobile service
portal, which has built a huge online community. To meet the demand for
information transfer and knowledge acquisition, Tencent develops internet
service portal, QQ IM and QQ e-mail. To meet the demand of group communication and resource sharing, Tencent releases
Q-Zone and QQ group. In the aspects of personality showing and entertainment service,
Tencent has diversity of virtual imagine products, including QQ pet, QQ show,
QQ games, QQ music, QQ radio and QQ live TV. To meet the demand of online
trade, Tencent releases E-commerce Pai Pai online trade.
Most people have inertia
when they using internet service. People are lazy to find another service
provider if one website or one provider can satisfy all their needs. They will
focus on using the same service provider. Otherwise, searching a new provider
will cost more time and money. So in this way, Tencent has the inherent
advantages to open up e-commerce. Because Tencent has occupied 76% of the
instant messaging market share. That means they have the monopoly advantage on customer
channel.
At the same time, Tecent
released the special service for membership customers. Tencent designs a lot of
privileges special for advanced users, and strengthen the manifestation of
"Member" and the difference between ordinary users. Through this
exclusive glory service, Tencent attracts ordinary users to register as a membership.
Based on this model, Tencent continue to introduce new products and new levels
to continuously meet the membership user endless "desire". So that
membership users will stick on this product for period of time even though
membership has to pay money every month.
In addition, Tencent
opens platform for third-party applications to paid subscribers that cover almost
users of all ages. Age 14 to 25 years old is the largest group of paid
subscribers. It shows that the paid subscribers age are getting younger and younger.
Paying customers are mainly distributed in early high school and undergraduate;
mostly to high school and undergraduate education, accounting for 71.39%. This phenomenon
exists for two main reasons. First, except employees who work in the office,
student is a group spending the longest time on computer. They are also the
target customer of Tencent. According to the research,students and white-collar workers (including company
employees and management personnel) are the highest portion of Tencent users,
respectively 32% and 30%, accounting for 15% of the users of freelance. Second,
either membership fee or the games fee is cheap so that students can afford
every month. Furthermore, white-collar workers have a large portion on online
shopping or trade, because of their higher purchasing power and working environment.
The proportion of
male and female users is 59:41. Men will focus on playing several applications each
month, and male users are twice active than women. In the opposite, women
prefer to try different applications. In addition, men prefer to play the
game-type applications. Compared to men, women prefer to play non-active game,
such as tools, lifestyle applications basic on their personalities.
Tencent not only focus on WeChat‘s(instant massager
app) development in mainland China, they also has plans for the oversea market
in 2012. First, through theoperationofthecapital
level, Tencent bought the share of Korea KaKao Company, and own the
share of 13.54%. The investment amount is $ 63 million. In addition, Tencent
released a new App especially for the Indonesia market. It called Qute.
According to the market research, the users of Qute have over one million in
July, 2012. What’s interesting is that KaKao announced to offcially enter into
Indoesia market. Basic on the partnership between Tencent and KaKao, Qute and
KaKao, even Tencent will become competitors.
Except
for QQ and WeChat, Tencent Games is one of the main products of Tencent. In
2012, The
UP2012Tencentgameannualconference, Tencent
announced that they had obtained the global agent aoperating rights of Korean
action new game called Sura. Sura is not only the first online game Tencent
obtained as an international agent, it is also the first step Tencent plans for
its own company’s development for global stage. The road to oversea online game
industry has gradual expansion since 2004 in China. But alwaysthepatentsoftheR & Dmanufacturersrely oncopyrightexportbusiness model. But alwaysthepatentsoftheR & Dmanufacturersrely oncopyrightexportbusiness model. But because
of the patents of the R & D manufacturers, we rely on copyright export
business model. Until recent year, China inline game industry has received
their harvest on their way of global market. Such as Shengda company bought a
U.S online company and changed it into a community online game. They also established
North America branch in 2010.
Researcher said, Tencent
hands in Korea NSE Company action new game force to global market, this move will
bring broader development of Tencent game business. Even though I never play
this game Sura before, I did research some of the picture from the game. It has
a rich oriental color screen, smooth combat experience and strategy changing
battle model. Both players and media were pay attention on this game before it
released. At the same time, there are comments that the Sura with darken style
and the character style settings also tend to be the trend of globalization. The
game has strong scalability and with room for adjustment to meet the
preferences of the different players of the global market. So that it will meet
the requirement of global promotion. Beside in Korea and China, America and
Euro will have large market people will love this game.
But before that, in
2011, Tencent had planned for the way of global market.Tencent acquired the majority stake of U.S. online game
company Riot Games. They did so is to pave the way for the future development
in North America, Russia, Southeast Asia, India and many countries in the
world. More than that, Tencent purchased ZAM game site made by Europe and the
United States. They obtained the market analysis and global top plug production.
Even though oversea
market has a bigger stage, China never stand on the world’s top rank of online
games. Chinese online game operators always stick to the local market. Overseer
market is attractive, but still Chinese operators are looking for the strategy of
world partnership global operations. Because they believe that Chinese online
games technology hasn’t mature and perfect. If company rushes into global
market individually, fail and lost money are the only result they will receive.
