I am Fred Raillard, CEO, Co-founder and Creative Chief Officer of FF GROUP, a social, content material, tech answers for manufacturers corporate primarily based in Paris, Shanghai, Beijing and New York. In partnership with FF GROUP, BFM Business launches #FredinChina, a social media podcast in “Chine Hebdo”, the weekly radio broadcast of Mathieu Jolivet. #FredinChina is very important to understand and perceive the arena’s biggest economic system.
I fell in love with China, and reside in Shanghai with my spouse and sons since September 2012. With my groups on the FF Shanghai company we observe, analyze and decrypt this ultra-connected China with just about 800 million netizens through sharing what we see, listen and skim on Weibo, WeChat, Huaban, Youku. I get ready this column with Jing Qian from FF Shanghai.
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An unlawful vaccine spreads worry on social media
This week’s HotTopic is expounded to unlawful vaccines, which is an overly severe matter in China. Everything associated with vitamin and well being are very delicate subjects.
This time we now have a tale of a mom and her daughter who’ve evolved a industry promoting an unlawful vaccine for the closing five years. They achieve 18 other areas in China, and feature generated 570 million RMB.
The vaccine is in truth no longer unlawful, however the strategy of handing over this vaccine used to be completely. This vaccine used to be intended to be refrigerated, and it used to be no longer, so other folks had been scared that both the vaccine had no impact on them, and even worse that they’d be afflicted by uncomfortable side effects.
All this generated an enormous debate on social media, with other folks expressing their fears, and others being extra reassuring.
Suddenly, a KOL launched an outdated documentary from 2013 speaking about this outdated vaccine that gave down syndrome to the children of mom’s that were uncovered to the vaccine. This had not anything to do with the topic handy, however added gas to the fireplace of the continued debate, and unfold much more worry round China. The impact used to be much more discussions and debates, culminating with the First Minister himself, Li Keqiang creating a remark to successfully shut the controversy, pronouncing that he could be reinforcing the laws and controls on vaccination throughout China to any extent further.
Tao Bao newest marketing campaign is all about Post-90s
This week’s HotBrand is the Taobao ecommerce platform of the Alibaba team. I’m relatively embarrassed but in addition very proud to speak to you about this, as a result of we’re (FF Shanghai) the company at the back of an enormous communique hit for Taobao. They briefed us on launching the primary on-line e-commerce web page for Fashion Week.
We got here up with this concept of unveiling 90 other folks from China, born after the 90’s, the Y era. So we confirmed a gallery of those 90 other folks, doing their very own factor, with taste, perspective, and slightly of irony and vanity against society as an entire and the opposite generations.
The tagline on the finish is “Watch Me”: that means that you simply must watch me and no longer the opposite generations, as a result of we’re the brand new era taking up. This is actually necessary for the reason that Post 90’s era is quickly going to take China over. Knowing the function that China will play within the upcoming international, this era goes to be a very powerful on this new international.
So it is one thing this is very emotional and tasty that generated numerous conversations on social media. In handiest three days on Sina Weibo, there have been 320 million perspectives and 65,000 discussions with numerous consumer generated content material.
Watch the video right here
Major innovation within the KOL industry style
This week’s ScorchingPost is ‘Papi Jiang’, and is a regular fashionable Chinese social media tale. It’s the tale of this younger influencer known as ‘Papi Jiang’ who is a gorgeous and sensible ‘youtuber’. As you realize, YouTube is forbidden in China, so she uploads the movies on a platform known as Miaopai. she is an actual superstar since 2016, with numerous fans. her movies are in accordance with a actually wonderful means of staring at other folks, and articulating the proper insights, in order that other folks can relate to what she is speaking about.
For instance, there’s a video this is hilarious, the place she issues out that individuals residing in Shanghai communicate through blending the Shanghai dialect with Mandarin and English in combination. Everyone residing in Shanghai can clearly relate to this, and find it irresistible.
She is the ScorchingPost of the week, as a result of some other KOL known as Lao Luo actually simply purchased this woman. Lao Luo is an overly well-known KOL, with the similar identify because the CEO of Smartisan. He paid Papi Jiang 12 million RMB (about $1,five million), to enroll in him in his crew. He goes to promote this woman to manufacturers, and has change into her agent and strategist.
This is an overly new and cutting edge building that we’re seeing in China, the place one KOL buys some other KOL to promote to manufacturers.
Overall, Papi Jiang has generated over 290 million perspectives from her movies. On moderate, every one among her movies has generated 7 million perspectives, appearing simply how gifted she is in producing impactful content material.
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