Uploaded byChris Baker
NICE - China's answer to Instagram/Swaag
Nice is a rapidly growing Chinese social photo-labelling app that launched in October 2013, boasting 12 million registered users and 1.2 million daily active users by December 2014. The app enables unique interaction through tagging pictures with labels, offering brands a platform for engaging content creation using celebrities and KOLs. Key insights highlight opportunities for audience co-creation and online-to-offline interactions, positioning Nice as a valuable tool for trend-focused engagement in niche communities.
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NICE - China's answer to Instagram/Swaag
- 1. new chinese socialmedia: nice An introduction by Totem Media.
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- 3. what is nice whatis 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.
- 4. is a social photo-Labelling app nice 12m+ users NiceInternal Report Dec, 2014
- 5. http://www.leiphone.com/news/201412/ m0HfBHn5lXI0L8XY.html In June, 2014Launch 12m users Dec 2014 Source:Nice Internal Report, March 2014 Photo-Tagging Apps 12m users Dec 2014 1.2m DAU Dec, 2014 Oct, 2013Launch Nice YOHO!SHOW March, 2014Launch 5m users April 2014 http://www.ifanr.com/413509
- 6. Homepage Recommendation based on LOCATION Postsby people you are following MeHomepage refresh Discover Chat/News/Likes Take a picture
- 7. Navigation Recommended brand &personal accounts to follow. Location-based search for cities in China and Overseas. Highlighting the latest stickers, photos and features.
- 8. Nice - APost 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
- 9. 1 2 34 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
- 10. Nice - Stickers everyweek, there are 50,000~100,000 photos shared with stickers Source: Nice Internal Report, 2014
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- 12. Source: Nice InternalReport, 2014 Who Uses It 12m+ registered users, 1.2m daily active users 1m new photos every day
- 13. She is a19-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
- 14. 25 : 75male 12m Registered users: female WhoUses 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
- 15. Source: Nice InternalReport, 2014 Celebrities Who Uses It KOLs+ Model/Actress Model/Actor Host Songwriter/Director investor of BNC Fashion Blogger Model Founder of DEAMON
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- 17. 1. Open averified account for your brand
- 18. Account Tags Block User/Message APost Brand Homepage
- 19. Allows for Interactive communicationbetween followers and brands. Chat Function
- 20. 2. Interact withAudiences 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
- 21. Audience uploads pictures andtext matching the brand’s requirements. Audience Participation Brand Tags + 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
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- 24. uniqlo: Spring/summer 2015Product 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
- 25. Nike: Roshe Run Nikeselected 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
- 26. I.T: it isnice 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
- 27. Alexander WANG Xh&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
- 28. MINI: (team withme/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
- 29. key insights onNice 1. Audience Co-Creation Nice 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-Offline The 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 Nice Brands 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 Niche The 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.
- 30. Chris Baker, ManagingDirector Email: [email protected] Twitter/WeChat: Talktototem