Chinese social media goes niche in 2015. This presentation provides an introduction to NICE ...another of China's up-and-coming social media. NICE and other Chinese social-photo apps (Yoho!Show, In and Pinco), have been growing quickly (especially since Instagram was blocked during part of 2014). 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.

1. new chinese social media:
nice
An introduction by Totem Media.

2. what is nice

3. 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.

4. is a social
photo-Labelling
app
nice
12m+
users
Nice Internal 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
Posts by 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 - 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

9. 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

10. Nice - Stickers
every week, there are
50,000~100,000
photos shared with stickers
Source: Nice Internal Report, 2014

11. user analysis

12. Source: Nice Internal Report, 2014
Who Uses It
12m+ registered users, 1.2m daily active users
1m new photos every day

13. 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

14. 25 : 75male
12m
Registered
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

15. Source: Nice Internal Report, 2014
Celebrities
Who Uses It
KOLs+
Model/Actress
Model/Actor
Host
Songwriter/Director
investor of BNC
Fashion Blogger Model
Founder of DEAMON

16. how brands use it

17. 1. Open a verified account for your brand

18. Account Tags
Block User/Message
A Post
Brand Homepage

19. Allows for Interactive
communication between
followers and brands.
Chat Function

20. 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

21. Audience uploads
pictures and text
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

22. Brand on Nice

23. case studies

24. 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

25. 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

26. 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

27. 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

28. 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

29. key insights on Nice
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, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem