Since the internet is always changing, in this latest issue of IWOM watch, we identified emerging trends in online entertainment. Firstly we saw the birth of a new type of offline entertainment gathering organized online called “Shan Wan”(闪玩), or to “quick fun/play.” The event targets white collar workers who are looking for quick friends to join sports, KTV or other activities of common interest. Secondly, we reported on Zhuan Tie (转帖 cross-posting), which is a common communication style that has spread to SNS communities.

In addition, we looked at how netizens’ celebrate Qixi Festival (Chinese Valentines’ Day) and what they’re saying about the new hot TV drama “Meteor Shower.” Finally, we cover the latest online activities by the two largest telecommunication groups in China, China Mobile and China Telecom as they begin to establish their own e-communities.

Case Study

CIC View
As Shan Wan is a good way for white collar workers to relieve pressure and broadening his or her social network, it’s becoming more and more popular among this demographic. Netizens are increasingly expressing interest in joining Shan Wan activities, such as traveling, sports and KTV.
Meanwhile, the Internet is serving as a platform for netizens to find quick friends and participants for off-line activities.
Brands can consider borrowing ideas from this popular net culture, by sponsoring popular Shan Wan events or running their own Shan Wan campaigns.

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

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