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Research Reveals Chinese Social Media Winners

Thu 20th Feb 2014 | IT & Technology

Mailman Group have announced the release of the third annual Red Card, an assessment of the top performing European football clubs and their success on China’s digital and social media.  

The report considers a number of performance indicators, representing a total assessment of the clubs performance in China’s digital sphere.  It includes total follower numbers across the key Chinese social media accounts, engagement of fans, official accounts, localised websites and independent fan polling. 

With the continued growth of China’s Internet users and the popularity of European football, the report highlights the growing opportunity in professional sports teams and players from Europe.    

With the major social media platforms, Facebook, Twitter and Youtube blocked, clubs have no choice but to create a local presence to capture fans’ mind share.

This year’s report includes one off features from China’s leading sports platforms Hupu and Sina Sports, a special feature on sponsorship in China and a review of WeChat.  Now with over 400m active users, WeChat is highlighted as the go to social network as evidenced by a reported 6 professional teams now on the channel.

“This year exploded with professional football teams exploring new channels to support their Chinese social media, the biggest mover being Bayern Munich who, off the back of their Champions League winning season, were well rewarded with a surge in popularity.“ said Andrew Collins, CEO of Mailman Group

”Moving forward, China’s appetite for professional football is really only just getting started.”  

 

Key insights of this study include:

- With China becoming a major focus for their competitors, last year’s winner drops to 7th place.
- Only 6 teams have a presence on WeChat: China’s fastest growing platform.
- Lionel Messi has a Chinese fan base twice the size of Manchester City’s.
- Sports sponsorship makes up 77% of total sponsorship spending in China.
- PSG became the first French team to launch in China.

Read the ful report HERE

Posted by: Aaron Gourley 

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