WFF 2016:"The Chinese digital ecosystem is very different than that in the West" (M. Sher, MediaCom)

"How to access the Chinese public? No one has a perfect model. In China, there are 688 million internet users, 52% of which are between 15 and 34 years old. A Chinese person spends two hours a day on their mobile phone on average. The mobile phone is king in China: whether it is a sponsor or a club, any initiative activated in the Chinese market must first be designed for mobile platforms," said Misha Sher, the head of sport for the advertising agency MediaCom, on 08/07/2016, the second day of the World Football Forum 2016.

This convention took place on 07 and 08/07/2016 in Paris (FRA), around the theme of "The New Geography of Football", which analysed China's impact on world football and its economy, the emergence of India in football, and opportunities in emerging football markets: Russia (host of the 2018 World Cup), Qatar (host of the 2022 World Cup), Southeast Asia and Africa.

"The digital and social ecosystem in China is very different from that which exists in the West. For example: the Weibo platform is a mixture of Facebook and Twitter; WeChat is the equivalent of the…