bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sections {
    value {
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      name
      id
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersCheckIsPostiesArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sections {
    value {
      name
      id
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sections {
    value {
      relatedNewsletters {
        ...helpersMassageToNewsletterItemNewsletter
        id
      }
      id
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on Section {
  name
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sections {
    value {
      entityId
      id
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
  ...helpersCheckIsPostiesArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesPage on Page {
  urlAlias
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_image_posties_article", "og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sections {
    value {
      name
      id
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
  ...helpersCheckIsPostiesArticle
}

fragment hooksTrackPageViewArticle on Article {
  entityId
  publishedDate
  headline
  sections {
    value {
      name
      id
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


sections

types

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

entityUuid

Zen Soo

Like millions of Chinese, Huang Xinyi almost never has her smartphone, an iPhone 8 Plus, out of reach. It is the first thing she picks up after waking up each morning, and the last she puts away before turning in for the night.
During the day, pockets of free time are spent on various social apps on Huang’s phone – be it checking out her Moments feed in WeChat to see what friends are up to, browsing Taobao deals for a new summer wardrobe or challenging friends to a game of Honour of Kings.
“[Social apps] allow me to keep in touch with my friends and inform me of trending topics. They’re a great way to entertain myself whenever I feel bored,” said Huang, a 27-year old freelance producer based in Beijing. “I am so used to interacting with my friends and entertaining myself on such apps that it’s become a habit.”
Huang is a typical user among the world’s largest social media market. In China more than 600 million people – almost twice the population of the United States – regularly use social media apps, according to data by eMarketer.
China’s young consumers don’t just want to shop online – they want to be entertained while doing it
The largest social app in China is Tencent Holdings’ WeChat, which boasts over one billion users and offers features such as messaging, payments, gaming, e-commerce, and even food deliveries. WeChat users in China spend about a third of their time using the app on mobile platforms where they can interact with friends, check out their friends’ updates and browse content, according to consultancy China Channel.
The country’s penchant for social media and social networking has led to a new type of business model that could be referred to as Social+, where different industries such as education, news and e-commerce are anchored by a social pillar that drives user engagement and growth.
For companies that have successfully navigated Social+, a model unique to China, victory comes in the form of millions of active users amassed in a relatively short amount of time. Social+ apps are often recognised for their user stickiness, incorporating social elements that incentivise users to come back day after day.
The Social+ model typically happens in one of two ways: Chinese companies either leverage a user’s current social network to grow its user base, or they start a small community of their own, attracting users to be a part of it and contribute.
 An example of the first approach is social commerce app Pinduoduo, which reached 300 million users in under three years by tapping existing social networks and relying on word of mouth. Like most e-commerce apps, Pinduoduo’s listings specify a price for its products, but further discounts are offered if a user successfully starts a “group buy” by sharing the deal with WeChat friends and encouraging them to also make a purchase.
Taking the second approach, social commerce app Xiaohongshu merged the equivalent of Instagram and Amazon. Users are encouraged to post photos of themselves, tagging clothes or accessories they wear or make-up products they use, to the corresponding e-commerce listings within the platform. Xiaohongshu has become a go-to site for make-up reviews, and has attracted a number of celebrities including Chinese actresses Fan Bingbing and Maggie Jiang.
Such business models are successful because China leapfrogged the personal computer era and saw tremendous growth in mobile internet and smartphone users, according to Shaun Rein, managing director of China Market Research Group.

“Smartphones are inherently social devices, and many of China’s tech companies built services with the smartphone in mind. Social networking was also an area where China’s technology companies had little competition because foreign players were blocked from entering the market by the government.”
Such favourable market conditions allowed Chinese internet companies to greatly influence how social media and social networking sites operated in China.
“Social has now become a big part of the Chinese internet and the ecosystem of services. If you want to do well as an internet company today, you need to be strong on the social aspect, otherwise you won’t be able to gain any traction,” Rein said.
Short video app Douyin taps Alibaba platforms in social e-commerce push
For apps like social short-video platform Douyin – known as Tik Tok outside China – and social news app Qutoutiao, this has proven to be true. Both apps were founded less than two years ago, but both have since accumulated millions of users due to their social features.
Tencent-backed Qutoutiao uses financial incentives to build followers, relying heavily on their existing social networks to expand its customer base, which currently adds up to about 10 million daily active users. The app offers users gold coins – 1,000 coins can be exchanged for about 0.50 yuan – and small cash hand outs for completing tasks such as signing up for the app or using it for a consecutive number of days. Members also receive cash rebates for referring new sign ups and engagement is encouraged by offering gold coin rewards for sharing and commenting on articles in the app.

Douyin, which allows users to post and watch 15-second videos that are often accompanied by music and special effects, ousted WhatsApp as the most downloaded iOS app globally with over 45 million downloads in the first quarter of 2018, but was No 6 in overall downloads including Google Play, according to a report by Sensor Tower.
Videos on the Douyin platform vary. Some users upload videos of themselves dance shuffling, while others post clips of cute animals or exaggerated lip syncing, most with the goal of amassing followers, likes and comments on their videos. However, censorship is always an issue for China’s video platforms, with children’s television character Peppa Pig banned from Douyin earlier this month after authorities said the character promoted a slacker lifestyle.
For 23 year-old Ada Chen, creating videos and posting content with apps like Douyin is not only a form of social entertainment but also serves as a creative outlet to establish an online identity.
Chen, who lives in Guangzhou and runs her own e-commerce business, spends an average of two hours a day on the Douyin app. She splits her time between posting videos of herself lip-synching to music and browsing to see what videos her friends and other users have posted.
I call it pride commerce, where there is the idea that you are what you buy … and that sharing your interests is a way to make your identity stronger
Tom Doctoroff, chief cultural insights officer, Prophet
“There are many videos on Douyin that are very funny, which inspire and motivate me to try and make similar videos,” Chen said. “I also enjoy watching videos that show off the kind of lifestyle that I want to lead.”
Social+ apps have also gained traction because Chinese tend to be more expressive and open online compared to in person due to the strong influence of Confucian values that minimise individualism in favour of the collective good, according to Tom Doctoroff, chief cultural insights officer at branding and marketing consultancy Prophet.
“The Chinese often generate social currency through their activities and online persona. The online world is a place where you can project your identity safely, and so there is a greater amount of expressive liberation happening online in China relative to other countries,” he said.

As China continues to prosper and its middle class becomes more affluent, many Chinese want their interests or material possessions to reflect that they are “sophisticated and worldly”, so many are happy to share their personal interests or purchases with others online, he said.
“I call it pride commerce, where there is the idea that you are what you buy … and that sharing your interests is a way to make your identity stronger,” Doctoroff said.
Social+ apps have even found their way into education, where companies are taking advantage of many Chinese users’ desire for validation through likes and comments on social media posts to help them learn.
Mint Reading, an English-learning app from Chengdu Chaoyouai Education Technology, is a social education app that has gained a following by encouraging users to share their progress daily on their WeChat Moments feed in return for an incentive. This in turn helps hold them accountable for their learning progress, as well as increasing user stickiness for the company.

Users typically pay 149 yuan (US$23) to complete a Mint Reading course that involves finishing three English books in 100 days. After reading a section of the book they are assigned questions to answer and encouraged to share their progress on WeChat. If readers stick to the plan and share their progress for 80 consecutive days they are rewarded with free English books.
The daily “progress sharing” on WeChat Moments, which is similar to Facebook’s Newsfeed, also acts as form of free word of mouth advertising for the Mint Reading app.
“In a landscape where Chinese consumers are unsure of which products and services are good they are more likely to trust what their friends are using, buying or recommending,” said China Marketing Research Group’s Rein.
Additional reporting by Celia Chen


China’s internet companies adopting new ‘Social+’ business model to succeed

This picture taken on January 8, 2017 shows (from L-R) Peng Lin, Wang Peng and Hu Dongyuan posing for a selfie in the streets of Shanghai. Strolling a tree-lined Shanghai street with friends, Hu Dongyuan pulls out her smartphone and does what millions of Chinese women do daily: take a selfie, digitally "beautify" their faces, and pop it on social media. Such virtual makeovers, typically involving lightening skin, smoothing out complexions and rounding the eyes, have propelled selfie-editing app Meitu to the top ranks of China downloads. / AFP PHOTO / Johannes EISELE / TO GO WITH China-technology-lifestyle-apps-selfies-Meitu, FEATURE by Albee ZHANG

JPG for ONLINE

A landing page for the Ping An Good Doctor application, operated by Ping An Healthcare & Technology Co., a unit of Ping An Insurance Group Co., is displayed on an Apple Inc. iPhone X in an arranged photograph taken in Hong Kong, China, on Wednesday, May 2, 2018. Ping An Good Doctor raised $1.1 billion after pricing its Hong Kong IPO at the top end of a marketed range, people with knowledge of the matter said. Photographer: Anthony Kwan/Bloomberg

The icons for Tencent Holdings’ applications on WeChat; clockwise from top left, QQ, JOOX, Tencent News and Tencent Video. Photo: Bloomberg