Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How can Chinese brands stand out creatively in 2020 in global markets?
中国品牌如何在2020年全球市场上独树一帜?

Pete Lin

Managing Director, North Asia Region / We Are Social

Over the past 5 years, quite a few Chinese brands have propelled themselves to top positions in their categories globally.
在过去的5年里,相当多的中国品牌已经在自己所在的领域做到了全球第一。

They have done this with a mix of heavy media investments, auspicious sponsorships, and expensive celebrity endorsements.
它们通过投资大量的媒体宣传、赞助和名人代言来实现这一目标。

The one space where no Chinese brand has achieved great success is social media. And, out of all the global platforms, Instagram should be the new core of global digital programs for Chinese brands in 2020. With GenZ and Millennial audiences shifting their preference towards that platform, it has now become the main battleground for share of voice.
目前没有一个中国品牌在社交媒体上取得巨大成功,在全球所有平台中,Instagram应该是2020年中国品牌全球数字计划的新核心。随着Gen-Z和千禧用户向该平台的转移,它已成为分享观点的主要战场。

And yet, for Chinese marketers, it is also the hardest platform to crack. This is because there is no equivalent of Instagram in the Chinese digital ecosystem. Therefore, Chinese marketers are finding it hard to draw from their previous experiences to expand their brands’ presences on it.
然而,对于中国的营销人员来说,这也是最难破冰切入的平台。因为在中国的数字生态系统中没有与Instagram等同的平台。因此,中国营销人员发现很难借鉴其以往的经验来扩大其品牌影响力。

Finding an agency that has a strong track record in helping brands grow on Instagram, therefore, would be the most important thing for an aspirational Chinese brand in 2020.
2020年,对于一个有雄心壮志的中国品牌来说,找到一家能够帮助其在Instagram发展的有良好业绩记录的代理公司将是最重要的。

Donald Wong

General Manager, Hong Kong / We Are Social

Since one of the secret sauce we apply is to think of brands as persons (i.e. brand persona), let me approach this question in an anthropomorphic way: Having confidence in your brand.
既然我们使用的其中一个秘密武器是将品牌视为人(即品牌性格),那么,请让我以拟人化的方式来处理这个问题:对你的品牌要有信心。

Of course, the basics have to be there: good product offering, well-defined brand identity, etc. Building on top of that foundation, confidence means knowing who you are, and who you are not. Confidence means you’re comfortable in your own skin, to approach the audience who may not know you or know you well, and still present who you are in a way that’s welcomed and friendly. Confidence enables you to attentively listen and understand your audience, understand what they’re looking for, and craft an engaging story that commands their attention, rather than having to shout your message across all channels. Confidence enables you to have authentic conversations not just with your audience, but also with other collaborators, from influencers to other brands, be it for co-branding or just social interactions. Confidence helps you go to where your new market opportunities and new audiences are residing (if only digitally) but still know your place and what you want them to know about you. With confidence, creativity would then become an honest desire to connect with people in meaningful ways.
当然,基本要素肯定不能少:良好的产品供应、明确的品牌特征等。在这个基础上,自信意味着明白自己的优势,也清楚自己的劣势。自信意味着你用自己的方式去接近那些可能不了解你或不完全了解你的受众时,会感到舒适自如,并仍然以一种受欢迎且友好的方式来展示你的形象。自信能让你用心倾听和理解你的受众,理解他们所寻求的事物,并精心编写一个能吸引他们注意力的故事,而不是在所有渠道狂轰乱炸你的信息。自信让你不仅可以和受众进行真实的对话,还可以和其他合作者进行对话,从有影响力的人到其它品牌(无论是联合品牌还是社交互动)。自信可以帮助你找到新的市场机会和受众所在之处(如果只是数字化方式),但仍然知道你所处的位置,以及你所希望他们了解你的情况。拥有自信,创造力将会成为一种真诚的愿望,以有意义的方式与人建立联系。

Read Donald Wong's whole blog post on We Are Social Hong Kong's website.
想要阅读Donald Wong对于本话题更多的见解,请登陆:

Link:

https://wearesocial.com/hk/2019/11/08/topic-how-can-chinese-brands-stand-out-creatively-in-2020-in-global-markets/

Khlauss Feldhaus

Group Creative Director, North Asia Region / We Are Social

Friday, 24 Jul 2020: In the opening ceremony of the Olympic games, the live broadcast focused on a 12-year-old kid. He then notices the camera and opens his mouth to reveal a half toothless grin. His milk teeth smile breaks the internet so hard it becomes an IG AR filter.
2020年7月24日星期五:在奥运会开幕式上,直播镜头聚焦在了一个12岁的孩子身上。接下来他注意到了镜头,张开了嘴,露出了笑容还有他只长了一半的牙。他露出乳牙的微笑对互联网穿透力如此之强,以至于这后来变成了一个IG AR滤镜。

Thursday, 29 Jul 2020: A marathoner from the Gambia is on his last 100m when a sudden strike of cramps kills his left leg. He crosses the finishing line with single-leg hops to win a silver medal.
Kids all over the world imitate his hops on TikTok.
2020年7月29日星期四:一名来自冈比亚的马拉松运动员还有最后一百米就可以完成他的赛程,突发抽筋的抽筋牵绊住了他的左脚。他单腿跳跃越过了终点线,最终获得了银牌。全世界的孩子都在抖音上模仿他的跳跃。

That's the kind of content brands will be up against for attention in 2020. Every day, a new brand "goes global." Lots of them have similar products and fight for the same audience. Lots of them will have campaigns cruising through social media feeds like ships passing in the night.
2020年,这类内容品牌将备受关注。每天都会有一个新品牌“走向全球”,这些品牌都有相似的产品,都在为相同的受众而竞争。这其中许多品牌都会在社交媒体上进行宣传活动,就像夜晚过往的船只一样。

The only way to cut through the membrane of the mundane is telling genuine stories.
打破世俗隔膜的唯一方法就是讲真实的故事。

Global success demands less "KSPs" and more “OMGs.”
要获得全球市场的成功,需要更少的“核心卖点”和更多的“闪光点”。

How to do that? Find a less tangible factor of differentiation. A unique human-centric insight not included in any brand book or data clipping whatsoever.  Data sure helps a long way. But it also tells everyone on the market the same thing. The difference is on how you analyze it and translate it into crisp, clever consumer-facing greatness.
如何做到这一点?找到一个不太明显的有形要素。任何品牌书籍或数据剪辑中都没有的、一种独特的以人为中心的洞察力。数据确实有很大帮助,但是市场上的每个人也都知道这些。不同之处在于你如何分析它,并将其转化为简洁、巧妙的方式展现给消费者。

Be bold, be different, be authentic, from weird to wonder.
Lead the pack instead of following it. 
果敢大胆,与众不同,真实可信,从未知到探知。
带领团队,而不是简单跟随。

Be unpredictable.
不要让人摸透。

Don't let 2020 tell you that hindsight is 20/20.
不要到2020年落了个事后诸葛亮的结局。

Danny Low

Group Creative Director / We Are Social

Having a point of view. A strong, consistent point of view that is constantly communicated in many different ways. What does the brand stand for? What does it believe in? And most importantly, how does it inspire people? 
有一种观点,一种强烈且一致的观点以不同的方式向受众持续传达着,那就是品牌代表什么? 它相信什么? 最重要的是,它如何激励人们?

There are no shortcuts really.
真的没有捷径!

In this age of instant solutions, the solution to brand building is to keep on building. Have a defined brand identity. Then communicate it in ways that no one has ever done before.
在这个追求立竿见影的时代,品牌建设的解决之道是不断地建设明确的品牌标识,其次以前所未有的方式进行传达。

Wrap it in a story. Humor me. Make me cry. Or reach me in ways that I’ve never thought of. A new invention maybe?
用故事来包装,让你开心、让你悲伤。或以闻所未闻的方式触动你,又或许使用更加新奇的方式?

At the end of the day, no matter where or who we are, we humans are not that different. Which brings to the question of how the brand can mine for that powerful human truth that is universally acknowledged by everyone.
然而,归根结底,无论我们在哪里,无论我们是谁,我们人类并没有那么不同。这就引出了一个问题,即品牌如何挖掘出人人都认可的强大人类的真理。

Brand building 101? Yes.
品牌建设101?是的。

So how can Chinese brands stand out creatively in the global market?
那么,中国品牌如何才能在全球市场上独树一帜呢?

Have a point of view, anchor it in a powerful human truth, wrap it in a uniquely Chinese way and then throw it out and let it soar.
有这样一种观点:我们需要先将品牌与人们强烈认知的真理锚定,再用独特的中国方式去包装它,然后放开束缚,让它流传。