What Does the Chinese Consumers Want? Big Data Knows.
Kei Chun, CEO of MeasureChina, analyzes “Wanghong economy” active on e-commerce.

▲“I want to serve as a bridge helping the companies advance into China by supporting the whole process from analyzing data to performing the result into marketing action”said Kei Chun, CEO of MeasureChina at the interview with Etoday on 13th at the office in Hapjeong, Korea.
“It is easy to receive 200,000–300,000 comments for a product sold online,” said Measure China’s CEO Kei Chun(36) on 13th at the office in Hapjeong, Korea. “Market in China is different in size. In order to read local consumers’ minds in such a huge market, spending pattern and tendency needs to be analyzed. We want to be a help to our customers in marketing by showing the analyzation of big-data.” CEO Chun also added, “Wanghongs are walking media who can persuade consumers’ mind. However, Knowing who are actually influential and is suitable to a product is impossible on our customers’ side. Introducing the right wanghong among million is our responsibility as well.”
Founded in March last year, Measure China is a start-up that helps companies make marketing decisions by analyzing data on Chinese social media and e-commerce based on automatic Big Data collecting technology. Social Media such as Wechat, Weibo, and Inke, online malls such as Alibaba, Taobao and TMall, and the Wanghongs and consumers of these platforms are the analyzation targets. Customers ask for an analysis of how much their products and brands are being mentioned and how they are perceived online, and MeasureChina solves these questions. Chun said, “Korean companies and multinational corporations who want to enter or advance into China are the main customers. In a half year, many domestic and foreign companies have used our service. Brokerage firms who want to understand local market trends are included.”
Furthermore, MeasureChina mediates suitable Wanghongs based on analyzed data. The company currently has an influencer pool of around 10,000 wanghongs.The company quantitatively analyzed their influence on followers. Chun said, “In order to measure the actual impact, we analyze the pattern of indicators such as ‘share’, ‘likes’ and ‘comments’ of followers on these postings, whether there are mechanical patterns, and who has the most reaction among those with more than 10,000,000 followers.” ”When the engagement is measured, we will compare it to the price offered by Wanghong and compare who has the most effective marketing costs.” As there is a popular wanghong who receives 80 million won for a product posting, the price list among the wanghongs varies. Chun added, “We are trying to find out who can collaborate with our company among 2 ~ 3 million wanghongs”
Chun was previously in advertisement field. He worked in Korea but went to Sweden for an advertisement school, Hyper Island when he was 30 years old. Co-founder Son Jeong-wook (40) studied machine learning and language/emotional analysis at Seoul National University. The two CEO met in 2008 with a public relation project at the National Brand Council. Since then, they worked in various projects together and co-founded MeasureChina, full-fledged marketing intelligence services. “Data-driven decision-making is a big trend around the world,” Chun said. “We focused on the fact that Unlike the US and European markets, there is no company providing such services for the Chinese market.”
There were many difficulties in the process of developing the business. Mr. Chun said he had no relation or network in China unntil he found of the company. He said, “It is important to buy trust from local companies when doing business in China. However, it’s not easy.” The company hired Chinese employees and is expanding the business with the local Wanghong agencies. “We are planning to participate in local conferences more than anything. I was very impressed with the local consumer brands, advertising agencies, and advertising analysts at the recent Shanghai conference,” he said. “We are planning to be more active when our local office is set” “As a data company, it is important for MeasureChina to continue to demonstrate with high ROI and marketing performance.” said Chun. “We want to play a role as a bridge to support the entire marketing process from data analysis to execution. “
※ Wanghong: Wanghong is an abbreviation of the word, “Wang Luo Hongrun”, an Internet celebrity. These celebrities influence hundreds of millions of Chinese mobile consumers. Their popularity is money. Wonghong’s promotion on his/her SNS, or the products that he/she has reviewed, are soon sold out. Companies ask them to promote their products and brands and pay fees. It is the so-called ‘Wanghong economy’ that reaches 17–18 trillion won.
Journalist, HyoJeom Jeon. gradually@etoday.co.kr
Copyright to Etoday
