I am Fred Raillard, CEO, Co-founder and Creative Chief Officer of FF GROUP, a social, content material, tech answers for manufacturers corporate based totally 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 grasp and perceive the arena’s greatest financial system.
I fell in love with China, and are living in Shanghai with my spouse and sons since September 2012. With my groups on the FF Shanghai company we track, analyze and decrypt this ultra-connected China with just about 800 million netizens by way of sharing what we see, pay attention and browse on Weibo, WeChat, Huaban, Youku. I get ready this column with Jing Qian from FF Shanghai.
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An unlawful vaccine spreads concern on social media
This week’s HotTopic is said to unlawful vaccines, which is an excessively severe subject in China. Everything associated with vitamin and well being are very delicate subjects.
This time we have now a tale of a mom and her daughter who’ve advanced a industry promoting an unlawful vaccine for the ultimate five years. They succeed in 18 other areas in China, and feature generated 570 million RMB.
The vaccine is in fact now not unlawful, however the means of handing over this vaccine was once utterly. This vaccine was once intended to be refrigerated, and it was once now not, so folks had been scared that both the vaccine had no impact on them, and even worse that they’d be afflicted by negative effects.
All this generated an enormous debate on social media, with folks expressing their fears, and others being extra reassuring.
Suddenly, a KOL launched an previous documentary from 2013 speaking about this previous vaccine that gave down syndrome to the youngsters of mom’s that were uncovered to the vaccine. This had not anything to do with the topic handy, however added gasoline to the hearth of the continuing debate, and unfold much more concern round China. The impact was once much more discussions and debates, culminating with the First Minister himself, Li Keqiang creating a remark to successfully shut the controversy, pronouncing that he can be reinforcing the laws and controls on vaccination throughout China any more.
Tao Bao newest marketing campaign is all about Post-90s
This week’s HotBrand is the Taobao ecommerce platform of the Alibaba workforce. I’m moderately embarrassed but in addition very proud to speak to you about this, as a result of we’re (FF Shanghai) the company in the back of an enormous communique hit for Taobao. They briefed us on launching the primary on-line e-commerce website online for Fashion Week.
We got here up with this concept of revealing 90 folks from China, born after the 90’s, the Y era. So we confirmed a gallery of those 90 folks, doing their very own factor, with taste, angle, and slightly of irony and vanity against society as a complete and the opposite generations.
The tagline on the finish is “Watch Me”: that means that you just must watch me and now not the opposite generations, as a result of we’re the brand new era taking on. This is truly essential for the reason that Post 90’s era is quickly going to take China over. Knowing the position that China will play within the upcoming international, this era goes to be the most important on this new international.
So it is one thing this is very emotional and attractive that generated a large number of conversations on social media. In handiest three days on Sina Weibo, there have been 320 million perspectives and 65,000 discussions with a large number of 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 an ordinary fashionable Chinese social media tale. It’s the tale of this younger influencer known as ‘Papi Jiang’ who is a gorgeous and good ‘youtuber’. As you already know, YouTube is forbidden in China, so she uploads the movies on a platform known as Miaopai. she is an actual megastar since 2016, with a large number of fans. her movies are in accordance with a truly great way of watching folks, and articulating the correct insights, in order that folks can relate to what she is speaking about.
For instance, there’s a video this is hilarious, the place she issues out that folks residing in Shanghai communicate by way of blending the Shanghai dialect with Mandarin and English in combination. Everyone residing in Shanghai can clearly relate to this, and adore it.
She is the ScorchingPost of the week, as a result of any other KOL known as Lao Luo actually simply purchased this lady. Lao Luo is an excessively well-known KOL, with the similar title because the CEO of Smartisan. He paid Papi Jiang 12 million RMB (about $1,five million), to enroll in him in his staff. He goes to promote this lady to manufacturers, and has transform her agent and strategist.
This is an excessively new and cutting edge building that we’re seeing in China, the place one KOL buys any other KOL to promote to manufacturers.
Overall, Papi Jiang has generated over 290 million perspectives from her movies. On moderate, every one in every of her movies has generated 7 million perspectives, appearing simply how proficient she is in producing impactful content material.
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