While the environment has not typically been a hot topic of conversation among netizens, the recent law enacted this past June requiring all stores to charge for plastic bags has inspired not only online buzz but creativity among particular communities. For example, the popular Shanghai community KDS (which we discussed in a previous IWOM Watch here), initiated a "green bag" campaign and encouraged its members to design their own bags and then vote for the best design. The winning bags were then sold on the site.

In our latest IWOM Watch, we discuss this campaign in addition to other recent developments and unique elements of the KDS community.

Case Study

In response to plastic bag ban, Chinese netizens go green on BBS communities

Summary

Due to new laws limiting the distribution of free plastic bags, the use of re-usable bags has become much more popular. A number of companies have started to produce and sell their own green bags (Roxy, China Book International), whilst others use these green bags as promotional tools by sending them to certain target groups for free (Sina, China Mobile ).

KDS recently launched a campaign allowing users to design and upload their own green bag designs, with the most popular designs then being available for the users to buy. This event has been very popular among KDS’s netizens, with many users actively participating in every stage of the process.

CIC View

By companies allowing users the ability to design and produce their own bags, not only does it combine the marketing and market research process into one ( a process similar to the “Threadless” model). But also generates buzz/desire for these soon to be released products, as these campaigns tap into netizens DIY mentality.

Below is a screen shot of the index for the full IWOM watch report:

For related articles, please see below:

6 reasons brands in China should listen to IWOM (beyond seeding and crisis tracking)

IWOM Watch Apr 1-15: Understanding the Local Online Community Landscape

IWOM Watch Apr 16-30: Netizens find new channels for self expression

IWOM Watch half year review: January - June, 2008