MeasureChina ”Uncertain Chinese Market? The Answer Is In Data”
Kei Chun, CEO of MeasureChina, analyzes “Wanghong economy” active on e-commerce.
Since the deployment of the THAAD (High Altitude Missile Defense System) the frozen relationship with China is showing signs of a thaw with the new government. Not only the entertainment content that was the target of Korean Wave Restraining Order, but also the China-related business are expected to become active.
There are many companies that are interested in the potential of the Chinese market. However, it is easy fail just by relying on its big market size.
China ‘s social media and e-commerce big data analysis startup MeasureChina can help these companies with a confidence. Based on various analysis tools, business becomes predictable.
China is one of the countries with the strongest domestic industrial protection policy. Therefore, China is known for its unpredictability.
Can data analysis help entering the uncertain market of China? Let’s hear the detailed story from MeasureChina’s co-founder, Kei Chun.
- Chinese market, the answer is found by data analysis

MeasureChina offers brand rankings and commerce data by categories
MeasureChina is a company that automatically collects and analyzes data of China’s social media and e-commerce and demonstrates correlation between marketing and sales by company and provide data-based marketing insight.
The data produces the keywords of each brand and real-time issues by industry. In order to analyze, a variety of indicators such as the number of related contents, the amount of the increase and decrease of mentions, and the hash tag are used.
In addition, sales, ratings, popular contents, reviews, social media advertisement cost, response pattern by period, individual contents’ viral status and influencers’ impacts are collected in order to derive marketing insight and offer the report to the companies.
The target of the marketing is also recommended. The analysis of the top 10,000 individual influencer and the suitability to each brand are . Based on this, MeasureChina recommends wanghong who can achieve the most effective results, and analyzes the performance after marketing as well.
It was not simply because the Chinese market has enormous potential that Chun became interested in China.
The first business that Chun started was a mobile based travel service called ‘Tripivi’. Travelers upload photos and by the photos, travel routes were provided. The service received a lot of favorable responses but the earning was not enough to maintain the business.
Chun replied that the technology of the platform helped him to recover as a businessman.
“Even after the failure of the project, I had a lot of marketing proposals from the Tourism Authority, duty free shops, and especially from businesses related to China. Because of the situation, I proceeded the projects but the results weren’t good. In order to find out the cause for the failure, I analyzed the API and realized what kind of characteristics the influential that the wanghongs actually had in the real market. By looking at the data, I have found that even if there is a large number of subscribers, the actual impact is minimal. The result of such a systematic construction of data is now MeasureChina.”
- “Achieving the same result with one-hundredth of YouTube advertising costs”

According to Chun, one of the difficulties in entering the Chinese market is data analysis. While the number of local product sales channels has increased to more than a few thousand, it has been a problem for companies that the status of APIs that are open to the market are difficult to grasp.
“In China, APIs are opened mainly on large platforms such as Alibaba, Weibo and Wechat, but not in a way that individual brand companies can interpret. Our job is to offer the companies the result of analysis by rearranging the raw data. We also analyze the tendency of the comments related to the product and the sales status of the wanghong sellers in the open markets such as Taobao so that we can predict the performance of the marketing.”
While most customers are obsessed with the number of followers, analysis imply there is a difference in the number of followers and the actual impact on the community.
“Clients often ask for the recommendation of the top five wanghongs with the most followers. However, regardless of the number of followers,”Engagement “, a degree of reaction to the person has a high impact on a particular community.
Mr. Chun described the experience of promoting the ‘2016 Seoul Summer Sale’ with the Seoul City as an example.
“The only clue I had at the time was that the Seoul Public Relations Ambassador was Super Junior. So I started by analyzing all of the fan club communities. The result of the promotion with the influencer related to Seoul and Super Junior had over 17,000 cumulative engagements in just two months and I’ve been able to achieve nearly 10 million related content without any cost.”
In terms of cost, there have been cases where the advertisement efficiency was more than 100 times to that of Youtube advertisement. In the case of the a beauty brand, the advertising campaign using wanghong was proceeded in order to activating the official channel, and it exceeded 40 million views in a month. In the process, we figured out the return on investment of each wanghong and predict the outcome and identify the brand association. During the promotion, I was also fortunate to be registered as a hot video for major Chinese video platforms.
Service performance has been evident, so customers have responded positively.
“It is not easy for Korean people to make content that is popular in Korean SNS. It is very difficult to create satisfactory results by creating marketing contents in foreign SNS. We provide trend and information about wangling through data so there are many companies that are relieved.
- “Asia’s top 100 companies, I want them to be my customers”

The companies that MeasureChina is looking for in the future are from Western and medium-sized companies. It is a strategy to approach the companies with the most difficulty advancing into Chinese market.
“In the case of medium-sized businesses, there are many of them who do not know where to start and what content is popular in China’s major online communities. There are 9.4 million sellers using e-commerce, such as Taobao but there is no way to know who to select. Even if a small business that does not have a lot of capital comes and find us, we will provide automatized data marketing so that they can generate high performance.”
CEO Chun stated that he wanted to attract 100 Asian companies to his company as his business grows.
“The long-term goal is that the 100 largest companies in Asia will not be able to do the business in China without us. There are cases in conglomerate companies where a manager decides alone in the process of marketing with 100,000,000 won budget. There are also problems of submitting the reports only that the manager wants to, to the decision-maker. The data we collect daily is over tens of billions, I want to provide a standardized data baseline. “
