The Digital Silk Road - China’s New Growth Story by Winston Ma

Author:Winston Ma
Language: deu
Format: epub
Publisher: Nicolai
Published: 2019-08-15T00:00:00+00:00

Before

Now

Interface

PC

Mobile first

Content format

Text

Text, pictures, and short videos (including live broadcasting); text no longer has 140-character limit

Majority of content

Text

Short videos

Age of users

Older, majority are adults

Younger, majority are between 16 and 25 (middle school, high school, and college students as well as recent college graduates)

Users’ geographical distribution

Mostly in tier 1 and 2 cities

More in tier 3, 4, and 5 cities

Drivers for user traffic (influencers)

Mostly traditional celebrities (Big V) forming an elite-centered community

Both traditional celebrities (Big V) and grassroots celebrities (Middle V), more decentralized community

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