Dianping.com has been established for close to 10 years in China, and is the largest local searching and urban consumption portal in China. Dianping.com leads the mode of providing avenues for consumer feedback on a range of urban consumption fields including shopping, entertainment, daily life services, and coupons.
Dianping.com was looking for a 4A media agency to help build its leading brand of urban consumption guidelines in China. The client also hired BBDO as its lead creative account-holder.
Gary Sin, MD of Zenith Media Shanghai said Dianping.com’s business was unique as it combined three different types of business models, including Yelp.com (a popular comment site in the US for restaurants, shopping, and entertainment), Foursquare location-based mobile marketing, and most recently, the group buying category. Each category has its direct competitors.
Location-based service (LBS) and group buying business are two of the hottest online business in China, and are becoming very cluttered and competitive market segments.
Currently Dianping has offices in seven tier 1 cities in China, and has one million Dianping.com card members.
VISA, Coca-Cola, Pepsi, Bank of China, Unilever, Nokia, COFCO, Bobbi Brown, Sony are some of the brands that have formed partnerships with Dianping.com in China.
Zenith China also won PPLive.com, 360buy.com earlier this year.
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