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 grasp and perceive the arena’s biggest 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 means of sharing what we see, listen 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 overly critical 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 advanced a industry promoting an unlawful vaccine for the closing five years. They succeed in 18 other areas in China, and feature generated 570 million RMB.
The vaccine is if truth be told no longer unlawful, however the strategy of turning in this vaccine was once utterly. This vaccine was once meant to be refrigerated, and it was once no longer, so other folks have been scared that both the vaccine had no impact on them, and even worse that they might be afflicted by negative 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 previous documentary from 2013 speaking about this previous vaccine that gave down syndrome to the children of mom’s that have been uncovered to the vaccine. This had not anything to do with the topic handy, however added gas 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 commentary to successfully shut the controversy, announcing that he can be reinforcing the rules and controls on vaccination throughout China any longer.
Tao Bao newest marketing campaign is all about Post-90s
This week’s HotBrand is the Taobao ecommerce platform of the Alibaba crew. I’m reasonably 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 verbal exchange hit for Taobao. They briefed us on launching the primary on-line e-commerce web site 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 a little of irony and vanity in opposition to society as a complete and the opposite generations.
The tagline on the finish is “Watch Me”: which 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 in point of fact vital because the 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 most effective 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 SizzlingPost is ‘Papi Jiang’, and is a normal 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 already know, YouTube is forbidden in China, so she uploads the movies on a platform known as Miaopai. she is an actual celebrity since 2016, with a large number of fans. her movies are in response to a in point of fact great way of looking at other folks, and articulating the suitable 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 by means 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 SizzlingPost of the week, as a result of every other KOL known as Lao Luo actually simply purchased this lady. Lao Luo is an overly 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 develop 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 every other KOL to promote to manufacturers.
Overall, Papi Jiang has generated over 290 million perspectives from her movies. On moderate, every certainly one of her movies has generated 7 million perspectives, appearing simply how proficient she is in producing impactful content material.
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