new chinese social media:

nice

An introduction by Totem Media.

what is nice

what is nice

what is nice

Social media goes niche in 2015.

“Nice” and other Chinese social-photo apps

(Yoho!Show, In and pinco), have been

growing quickly.

Nice is A Swaag-like picture-labelling &

SHARING social app that enables users to

tag floating labels on their pictures in a

fun and creative way.

Launched in Oct 2013, Nice has gained 1.2

million daily active users and generates

an impressive 1 million new, labeled

pictures every day.

brands have moved quickly into “nice,”

working with celebrities, kols and

audiences to co-create social content.

is a socialphoto-Labelling

app

nice

12m+users

Nice Internal ReportDec, 2014

http://www.leiphone.com/news/201412/m0HfBHn5lXI0L8XY.html

In

June, 2014 Launch

12m users

Dec 2014

Source: Nice Internal Report, March 2014

Photo-Tagging Apps

12m users

Dec 2014

1.2m DAU

Dec, 2014

Oct, 2013 Launch

Nice YOHO!SHOW

March, 2014 Launch

5m users

April 2014

http://www.ifanr.com/413509

Homepage

Recommendationbased on LOCATION

Posts by people you are following

MeHomepage refresh

Discover

Chat/News/Likes

Take a picture

Navigation

Recommended brand & personal accounts to follow.

Location-based search for cities in China and Overseas.

Highlighting the latest stickers, photos and features.

Nice - A Post

Account name

Like, chat, or comment

Comments

Hashtags and text description

Sticker

Leave your comments

The post

Label

Users who like the post and total Number of Likes

1 2 3 4 5

Pictures can be shared on WeChat, Weibo and Qzone

You can tag anything besides “Brands”, “Place” and “People” who are also

nice users

Every sticker has a limited quantity - usually a few

thousand

Users un-lock “My Sticker”, by sharing an

announcement into Moments or Qzone.

Or upload from your album

5 steps to shoot, edit and share

Nice - Stickers

every week, there are

50,000~100,000 photos shared with stickers

Source: Nice Internal Report, 2014

user analysis

Source: Nice Internal Report, 2014

Who Uses It

12m+ registered users, 1.2m daily active users1m new photos every day

She is a 19-year old sophomore from a top university in BeiJing, who likes music, photography and travel.

Talented in design & DIY, she is deeply interested in fashion and wardrobe styling. SHe is particularly influenced by japanese/taiwanese style.

She strives to be unique, standout from others, to be a real individual.

Nice is a good resource for discovery ...and allows her to share her evolving pov on life.

User Profile

25 : 75male

12mRegistered

users:

female

Who Uses It

0%

10%

20%

30%

40%39.5%

26.2%23.9%

Post 85s Post 90s Post 95s

Beijing

4.2%

Shanghai

3.3%

Guangdong

9.7%

Overseas

10%

geographic distribution is highly fragmented

Source: Nice Internal Report, 2014

Source: Nice Internal Report, 2014

Celebrities

Who Uses It

KOLs+

Model/Actress

Model/Actor

Host

Songwriter/Directorinvestor of BNC

Fashion Blogger Model

Founder of DEAMON

how brands use it

1. Open a verified account for your brand

Account Tags

Block User/Message

A Post

Brand Homepage

Allows for Interactive communication between

followers and brands.

Chat Function

2. Interact with Audiences

Create stickers or hashtags, and attract

audience with incentives to

increase engagement.

campaign page

Use KOLs to spread contents (images) about

brands, activities and related topics.

kols

Audience uploads pictures and text

matching the brand’s

requirements.

Audience Participation

BrandTags +

Upload Add tags & Stickers Share for rewardsTag Friends

or

Campaign Tags

Stickers (Pics)

Tag friends on the photos.

(Brands like MINI have asked audiences to tag friends in photos as part

of campaigns)

Share to join a “lucky draw” or get

reward.

Share to get discounts on

products (at store/online) - Nice O2O

Connection.

or

In Brand Campaigns

Brand on Nice

case studies

uniqlo: Spring/summer 2015 Product launch

Nice took 10 KOLs to Japan for UNIQLO to reveal the Spring/Summer 2015 collection

All KOLs visited Uniqlo’s flagship store in Tokyo Ginza, and shared their visits on Nice as a “live show”

During the trip, 34 photos were generated from the 10 KOLs, and 15,699 Likes from audiences

Nike: Roshe Run

Nike selected 20 KOLs, and asked each of them to post 7 unique looks with a pair of Roshe Run’s

A new look was uploaded every day during Shanghai Fashion Week

Each of the looks were promoted by Nice to relevant users

3,000+ Roshe Run new followers were added

I.T: it is nice

Users were asked to take a photo with i.t clothes

They tagged the image with brand names, added the sticker “i.t IS NICE” and upload it

Participants were rewarded with a 10% discount at retail by showing “tagged” images

Resulted in a RMB600,000 increase in sales

75,000+ stickers were made/shared

Alexander WANG X h&M: Be Wang

Users added the sticker “Be Wang!” to photos, upload and synced it on WeChat Moments

Participants were enrolled in a lucky draw to win “Alexander Wang x H&M” products

The campaign lasted 29 days - with one winner each day

87,844 photos with “Be Wang!” stickers were created

MINI: (team with me/Make it a five with Me)

Users added the sticker “ ” to pictures, tagged friends, and upload it

Everyone tagged in a post was entered into a lucky draw for a limited edition MINI Tee

55,536 photos were posted with the sticker

key insights on Nice

1. Audience Co-CreationNice makes it easy for fans to design good looking images - and provides easy access for fans to co-create with brands. Photos, tags, and stickers yield good quality contents for brands to share thru mass social channels, Weibo and WeChat.

2. Online-to-OfflineThe O2O opportunities are interesting ...getting audiences to go to location to "take an image," to then edit/share online, and finally go back to a physical location (retail shop) to buy/redeem rewards. Could be really interesting as part of trial/sampling effort.

3. Be Nice, to NiceBrands looking to do something on Nice should try to create content programs that "add value" to the community. Nice is largely about fashion and trend spotting, so look for ways to give users more "stylized" tools and options.

4. Social going NicheThe rise of more and more social/mobile apps in China (including Papa, Weishi, Meipai...etc) are leading to a lot of smaller, more niche (focused) communities. Each of these communities are organizing around shared styles, stories, and interests.

Chris Baker, Managing DirectorEmail: chris@totemmedia.netTwitter/WeChat: Talktototem