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 does the post-coronavirus world look like?
疫情过后的社交媒体会有哪些变化?

Pete Lin

Regional Managing Director, North Asia / We Are Social

新型冠状病毒的爆发是首次席卷全球社交媒体的疫情,它逾越了将中国与世界其它地区分隔的数字鸿沟,引起全球广泛关注:真实信息和虚假情报时刻在中国自由进出。
在这一切结束之后,我认为应该对社交媒体平台进行更多治理。当世界已经陷入恐慌时,我们不需要让假新闻和糟糕建议进入社交媒体日程,从而进一步加剧大众的恐惧。

The novel coronavirus outbreak is the first outbreak of such a scale to be featured on social media globally. It has captivated the world's attention by transcending the digital chasm that divides China from the rest of the world: information and disinformation have been flowing freely into and out of China on a minute-by-minute basis.
After all of this is over, I believe that more governance should be applied to social media platforms. When the world is in a panic already, we do not need to further stoke the fears of the masses by allowing fake news and bad advice to get into their social media timelines.

Tristan Qin

VP, Greater China Region Client Services Director / We Are Social

由于人们对现实生活互动的需求,零售购物、电影院等传统的线下娱乐服务将是首选。
另一方面,当人们和企业忙于追赶失去的业务时,游戏行业也会出现短期下滑。各品牌也将集中其第一季度和第二季度的营销资源,以产生高于预期的6.18销售业绩。
我认为,我们也会比预期更早地战胜这场灾难,恢复人们对中国经济的信心,并且增加中国品牌的全球营销服务。这些品牌还将充分利用全年所有体育赛事如欧洲杯、美洲杯和奥运会的积极竞争精神。

Traditional offline entertainment services such as retail shopping, cinema, etc, will be preferred due to people’s need for real-life interactions.

The gaming industry, on the other hand, will also have a short-term decline when people and enterprises are busy catching up on lost business. Brands will also concentrate their Q1 and Q2 marketing resources to generate an above-expectation 6•18 sales results.

I think also we will defeat this disaster earlier than expected, which will regain confidence for China's economy, and an increase in global marketing services among Chinese brands. The brands will also capitalize on the positive spirit of all sports events throughout the year, such as the European Cup, Copa America, and the Olympic Games.

Donald Wong

General Manager, Hong Kong SAR / We Are Social

我认为它有两方面的影响。
一方面,我们看看恐惧是如何通过社交媒体像病毒一样在香港人中传播的,它不仅引发了医用口罩的抢购和短缺,还引发了从清洁用品、袋装大米到卫生纸等日常用品的短缺,我觉得这更像是后启示录,而不仅仅是后冠状病毒的状况。
另一方面,与We Are Social合作的相当多的中国客户已经向武汉捐赠了物资和资源;也许这意味着后冠状病毒范式的转变,企业社会责任在中国占据了更多的中心舞台。

I see this going both ways.

On one hand, looking at how fear spreads like a virus (pun intended) amongst Hongkongers via social media, triggering a run and shortage not just on surgical masks but on everyday items like cleaning supplies, bags of rice, to toilet paper, I would say it’s more like post-apocalypse more than just post-coronavirus.

On the other, quite a few of the China-based clients that I'm working with have donated supplies and resources to Wuhan; perhaps it means a post-coronavirus paradigm shift where CSR takes more center-stage in China.

Nathan Baker

Group Account Director / We Are Social

在冠状病毒爆发之际,我开始思索的其中一个梗是科罗娜啤酒。据谷歌趋势显示,科罗娜啤酒搜索量开始激增,夜生活行业也利用这一趋势,以“特供新冠病毒”形式供应科罗娜啤酒。由于对此并不敏感,所以科罗娜啤酒已经从中受益。在后冠状病毒时代,各大品牌应学习如何克服自己对于间接与全球流行病或灾难关联的不敏感性。

One of the first memes I started seeing when the Corona Virus hit was related to Corona beer. Corona beer searches started surging on Google Trends and the nightlife industry took advantage, where deals were offered for Corona beer as a ‘Corona Virus Special’. Insensitive as it is, Corona beer may have benefitted from this. In a post-Corona Virus world, brands will need to learn to navigate any insensitivity due to associations they may indirectly have toward global pandemics or disasters.

Kai Pan

Group Account Director / We Are Social

除非冠状病毒进化成一个以僵尸启示录结尾的世界,否则后冠状病毒世界最终将看起来很像前冠状病毒世界。
所有助长公众偏见的恐惧和耸人听闻的情绪,尤其是在社交媒体上传播的,将逐渐从公众意识中淡出。消费社会将恢复正常,继续向前发展。
中国品牌或目标群体为中国消费者的品牌会在这个阶段倾向于说或做一些与冠状病毒有关的广告营销。这样的营销方式无论是短期的还是长期来看,风险和回报是并存的。
我的建议是立即停止这样的营销方式,反而应该认真考虑你的品牌形象。
你的品牌形象真的适合去谈论诸如冠状病毒之类的主题吗?如果适合,那什么是它最真实的声音呢?
其实有时候 “对” 与 “错“ 并不总是真实的,但后者是最新一代消费者倾向于尊重和被吸引的东西。

Unless the coronavirus evolves into a civilization-ending zombie apocalypse, the post-coronavirus world will eventually look much like the pre-coronavirus world.

All the fear and sensationalism feeding into public prejudices--especially on social media--will gradually fade from public consciousness, and consumer society will return to normal, moving on as it has before.

Brand marketing in China or to Chinese audiences will be tempted to say or do something relating to the coronavirus. There are risks and rewards, both short- and long-term, both for choosing to do so and how it’s done.

My advice is to stop immediately and seriously think about your brand persona.

Does your persona really care to talk about something like the coronavirus? If it cares, what then is the most authentic thing your persona will say or do?

What is “right” or “wrong” is not always “authentic”. But the latter is what the latest generations of consumers tend to respect and then gravitate towards.

James Zhang

Group Account Director / We Are Social

消费者因为经历了长期在家“自我隔离”以及各家品牌消费活动在疫情期间受限。在后冠状病毒时期,消费者信心回稳的情况下,预计会产生报复性的消费心态,短期之内消费会有猛暴性的增长;同时由于近期所有线下公开场合的聚会与商业活动被禁止,在线消费预计会有明显的攀升。但长远来看,消费活动是否复苏,仍取决于中美贸易战争的影响。

Consumers have experienced "self-isolation" at home for a long time with limited consumption activities of various brands. In the post coronavirus period, when consumer confidence is stable, we can expect almost a retaliatory mindset among consumers that will generate extreme consumption growth in the short term. Meanwhile, due to the recent ban on all offline public gatherings and business activities, online consumption is expected to rise significantly. But in the long run, the recovery of the market still depends on the impact of the Sino-US trade war.