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

What marketing trends can we expect in China in the Year of the Rat?
在鼠年,我们可以期待哪些营销趋势在中国市场发生?

James Zhang

Group Account Director / We Are Social

直播、私域流量和KOC定义了2019年的社交媒体营销。2020年,随着Z世代的崛起和5G技术的到来,将会有越来越多的本土品牌通过社交媒体和电商平台与国际品牌直接竞争,电商品牌化、更智能的聊天机器人、更高质量的直播是即将到来的趋势,并将颠覆社交媒体营销的思维。
Live-streaming, private traffic, and KOC have defined social media marketing in 2019. In 2020, with Generation Z and 5G-technology becoming more prominent, there will be more local brands competing directly with international brands through social media. E-commerce, E-commerce branding, smart chatbots, and better quality live-streaming are the upcoming trends that will disrupt social media marketing.

Sunny Zhu

Account Director/ We Are Social

在鼠年,品牌最常看到的营销趋势是与知名和鼠相关的IP(例如,迪士尼的米奇,来自《猫和老鼠》的Jerry,甚至是中国动画片《舒克和贝塔》。但是,要使联合品牌成为屡获殊荣的案例研究,品牌需要做的不仅仅是将与鼠相关的IP要素放在整个产品中,成功的关键是找到能将两个品牌联系在一起的合适沟通角度,并开始构建故事。
For the year of the Rat, the most commonly seen marketing trend for brands is to co-branding with well-known rat IP, e.g. Disney's Micky Mouse, Jerry from <The Tom &Jerry> or even Chinese cartoon <Shuke and Beita>. However, to make the co-branding an award-winning case study, brands need to do more than just putting Rat IP's elements all over their product. The key to success is finding the appropriate communication angle that links two brands together, and start building the story.

Amber Yu

Account Director / We Are Social

我认为 2020 年鼠年,IP 运营和 IP 合作将成为最重要的营销趋势。IP 运营和 IP 合作可以建立一个消费者可以通过拟人化思考建立联结的形象,拉近与品牌的距离。比如 Burberry 在元旦期间推出的 TB 鼠形象就深受消费者的喜爱和接受,野兽派也和猫和老鼠、米奇做了 IP 合作。
I think IP operation and IP cooperation will become the most important marketing trend in the year of the Rat in 2020. IP operation and IP cooperation allow for a new image that consumers can connect with through anthropomorphic thinking, and bringing them closer to the brand. For example, the TB mouse image launched by Burberry during New Year is cherished and loved by consumers. The brand BEAST has previously worked with the characters Tom & Jerry and Mickey Mouse.

Dickens Dong

Account Director/ We Are Social

抖音将成为另一个与淘宝分一杯羹的电商巨头:目前,字节跳动允许商家在抖音上添加小程序,直接向用户销售商品。小程序的整合将通过为用户提供更好的购物体验,并使其成为一个一体化的娱乐和购物平台,从而提升抖音的社交电商功能。
Douyin will be another e-commerce giant sharing Taobao's cake:
ByteDance now allows merchants to add mini-programs on Douyin and sell goods directly to its users. The integration of mini-program will boost Douyin's social e-commerce functions by providing users with a better shopping experience and making it become an all-in-one entertainment and shopping platform.

Jo Yang

Account Director/ We Are Social

在19年的各种营销总结里,效果和销售转化成为了快消品牌需求的关键词。而在2020年,能够预见的是,品牌对于流量的转化效率会有更极致的要求,但这并不意味着品牌预算的减少,而是更多的预算将被投入到可以量化产出的领域,同时也要求代理商对于品牌业务必须有更深的理解。
Cost efficiency and Sales Conversion are the top trendy words in the marketing of FMCG brands during 2019. In 2020, we can expect brands will have more extreme requirements for the conversion efficiency of traffic. However, this does not mean the brand budget will be reduced, but instead, more budget will be invested in areas where output can be quantified. At the same time, it also requires agencies to have a deeper understanding of the brand business.