中国社交媒体对樱桃市场的影响：机遇与风险.pdf

1、1Impact of Chinese Social Media on the Cherry Market:Opportunities&RisksCherries Summit April 2025Mr.Hector ZhangFrutas de ChilePRESENTATION OUTLINEThis presentation will analyse social media influence on the China cherry market,with a focus on crisis management.We will review the recent fake and ne

2、gative cherry case where social media impacted sentiment and sales.The discussion will highlight lessons learned,crisis management best practices,and strategies to manage reputational risks and protect market confidence during critical moments.3The China Media LandscapeSource:China Internet Network

3、Information Center(CNNIC)&National Bureau of Statistics,202476.5%of Chinas population actively uses social media5.5+HoursAverage daily usage1.150 968 683 466 277 WechatDouyinWeiboKwaiRedMAU(mil）Source:Iresearch,2025.3 Social Media is an Integral Part of Chinese Consumer LifestyleKey Opinion Leaders

4、and Key Opinion ConsumersThere is an estimated 2 million KOLs and 8 million KOCs active in China in 2025.VSWhat content they produceWho followstheir contentWho are theyThousands to millions followers:Less personal,aspirationalPolished,professional,brandedIndustry experts,celebrities,or influencers w

5、ith a large followingKOLKOCHundreds to thousands:More relatable,higher engagementInformal,Organic,PersonalEveryday consumers with smaller but highly engaged social circles43264030B14.What are the motivations for purchasing cherries?Base:All respondents,23-24 W1 n=920,W2 n=920,W3 n=912,24-25 W1/W2/W3

6、 n=1100Cherry Purchase Triggers(%)2024-20252023-2024Rank 3Rank 4(Similar to impact of price)Impact of Ads/RecommendationsSignificantly lower than 23-24Significantly higher than 23-24Suitability Of Retail PriceTotalW1+W2+W3Advertisement and Recommendations is Somewhat As Important as Retail Price For