中国是第一个受到冠状病毒影响的国家,并且这种影响十分严重。为了遏制病毒蔓延,政府采取了前所未有的措施,从根本上关闭了整个国家,而这也使得大部分经济领域陷入停滞。
China is the first country to be impacted by the coronavirus, and the impact has been severe. To curb the spread, the government implemented unprecedented measures that essentially shut down the entire country and brought most sectors of the economy to a standstill.

现在,当世界其它地区开始与冠状病毒作斗争时,中国已经快结束这场战争。隔离要求正在放宽,人们也正在重回街头,准备恢复正常生活。
Now, as the rest of the world starts to battle the virus, China is finishing its war. The quarantine rules are loosening, and people are trickling back onto the streets and into their normal lives.

从各方面看,我们已经赢得了这场战争。
By all looks of things, we have won the war.

在过去六周内,从营销人员的角度谈论冠状病毒的爆发似乎是不合适的。任何由商业期刊发布的文章和推文似乎都让人感到粗略,投机取巧并且冷漠。只有到了现在,并且仅对中国市场来说,提供有关中国广告和营销在近期内应对疫情的指南才能被接受(并且有必要)。
It seemed inappropriate in the past six weeks to talk about the coronavirus outbreak from a marketer’s perspective. The articles and blog posts released by trade publications seemed crude, opportunistic and insensitive. Only now, and only for the Chinese market, may a guide about the near future for Chinese advertising and marketing in reaction to the containment of the outbreak be warranted (and necessary).

我们要列出的大部分内容都是不言自明的,几乎不需要什么补充数据。当然,如果阅读完这篇文章大家有任何疑问或是想要辩论的话,我们将很乐意提供数据证明。因此,我们现在开始进入正题:
在疫情过后的中国,营销人员要做的十件事。
Much of what will be listed is self-evident and requires very little reinforcing data. But, if anyone who reads this has questions or wants to debate, we will happily accommodate. So, here we go:
10 things for a marketer to do in a post-coronavirus China.

1 - 不要沉溺在媒体红海中
你看,整个2月的时间都已经浪费了,而你没有花任何营销预算。但同时,你也没有赚钱。现在,所有被压抑的能量(和金钱)都在准备向目标消费者释放。你是不是也准备好出击了?但是请等一等,你的竞争对手和剩下所有人都是这么想的。
DON’T SWIM IN THE RED OCEAN OF MEDIA.
Look, all of February was wasted and you didn’t spend any of your marketing budget. But, you didn’t make any money either. Now all that pent-up energy (and money) is begging to be unleashed upon your target consumers. You are ready to go, right? But wait, so are your competitors and everyone else.

显而易见的一件事情就是把费用花在主流渠道上,并希望能使你的客户回归。但这也是每个人都准备花费其预算的地方。除非你投入巨资,否则你很可能会被淹死。
The obvious thing to do is to spend on the mainstream channels and hopefully get your customers back. However, that is where everyone is going to be spending their budget. Unless you go in with a huge investment, you will most likely be drowned out.

我们建议你使用更小,更精确的渠道来吸引受众。虽然明确鉴别这些渠道需要投入额外的工作量,但是你也将获得更多的额外投资回报率。
We recommend that you go with smaller, more precise channels to reach your audience. It will take extra work to identify them, but you will earn a lot of extra ROI.

2 - 对用户的迫切需求感同身受
您的消费者已经在家待了一个月了。他们对过去认为理所当然的东西产生了极大的兴趣,比如:在餐厅吃饭,和朋友一起闲逛,看电影等。不要表现得像你不知道一样,在你们的交流中,你需要与消费者建立联系,理解他们,最重要的是引导他们。消费者一定特别想一次做完二十件事,无需硬性推销,你就可以帮助他们确定优先次序并做到井井有条。
EMPATHIZE WITH THE HUNGER.
Your consumer has been locked up at home for a month. They have developed an enormous appetite for what they used to take for granted: eating at restaurants, hanging out with friends, going to movies, etc. Do not act like you don’t know this. In your communications, relate to them, understand them, and, most importantly, guide them. They are gonna wanna do twenty things at once. Without hard-selling them, help them get organized and prioritize.

3 - 抓住时机吸收消费者
谁喜欢乘坐拥挤的地铁?排队吃街头小吃怎么样?在疫情发生之前,答案是“没人”。但是现在,由于疫情原因及每个人待在家里的关系,答案是:“每个人”。
TIME TO CAPTIVATE THAT CAPTIVE AUDIENCE.
Who likes riding on crowded subways? How about standing in line for street food? Before the coronavirus, the answer was “nobody.” But now, thanks to the coronavirus and the lockdown that it brought upon everyone, the answer is “everybody.”

人类是有趣的生物。他们容易习惯事物并很快对其不敏感,直到这些事物从他们身边消失。现在,所有这些平凡而费时的活动似乎又重新焕发了活力,围绕这些活动的媒体报道曾经以“没有其他东西可看“而存在,现在有机会提醒人们“活着和自由是多么伟大”。
Humans are funny creatures. They get accustomed and desensitized to things easily, until those things are taken away. Now, all these mundane, time-wasting activities seem fresh again, and the media placements around these activities that used to exist on the merit of “there is nothing else for you to look at” now have the opportunities to be reminders of “how great it is to be alive and free.”

你必须迅速采取行动,以获取此类消息,因为这是有时限的,并且机会很快会消失。
You must act quickly to get this type of messaging out there, for this is a limited time offer and the window of opportunity is closing fast.

4 - 对于快递的投诉即将回归
两周前,受疫情影响很多快递公司业务停摆,仓库关闭,顾客也能够理解商家物流延误。
THEY DIDN’T BLAME YOU, BUT NOW THEY DO.
As recent as two weeks ago, it was okay for a consumer to order something from your Tmall store and NOT get the package. Kuaidi services were hamstrung and warehouses were closed. Your customers understood. It was okay.

但现在情况就不同了。随着全国大面积复工复业,买家们都觉得快递速度也应该恢复正常。所以商家首先应该保证物流等售后的服务回归正常,否则就有可能面临大量的客户投诉和差评。
Well, it is no longer okay. Your customers are either back at work or in the process of getting back to work, and they expect all parts of your logistics chain to be back at work. So, before anything else, ensure that your back-end services are back online or else face an avalanche of customer complaints and chapping in your Tmall listings.

5 - 全球疫情形势逆转
疫情爆发后许多国家都限制了来自中国的旅客入境。澳大利亚甚至还有一个广告落井下石,通过强调产品非中国制造来向消费者保证产品不含病毒。
THE TABLES HAVE TURNED.
Many countries restricted travel from China at the onset of the outbreak. One spiteful ad in Australia even joked about how their products were virus-free because they were not made in China.

随着疫情在世界其它国家与地区蔓延,很多外国民众也陷入恐慌,中国反而是唯一战胜了疫情的国家。在中国市场,有以下三点需要注意:

1如果你们代理了国外的品牌,你们可能会采用鼓励品牌支持者们共同战胜疫情的策略。最重要的一点是,不要自带优越感,表态要通情达理,真诚恳切,与消费者产生共情。
2 如果就职于出境游相关的部门,一定要充分意识到相比中国,很多其他国家的疫情更加严重。因此,一定要认清这个现实,不要鼓励人们去不安全的地区旅游。
3 时刻关注新闻就能意识到现在很多演出集会等活动为了要抑制疫情传播而取消。比如,现在就不合适举办免费赠送SXSW(西南偏南盛会)门票的这类活动。
China is in the unique position of being one of the few countries with declining rates of the coronavirus, while the rest of the world is still concerned and uncertain as to how it will impact them. As a China marketer, there are three things to consider:

1. If you represent a brand that originates from another country, you might want to rally your audience to support that country in their time of crisis. Be sensitive. Be sincere. Be sympathetic. But, most of all, don’t be condescending.
2. If you are in the outbound tourism sector, be sensitive to the fact that most places outside China are deemed dangerous when compared to China now. Therefore, accept that fact, hang tight, and don’t push people to go visit places that aren’t safe.
3. Keep up with your daily news and be aware of the millions of event cancellations that are taking place around the world in order to avoid the mistake of relating to or associating with an event that will no longer happen. For example, now is not a good time to be giving away free tickets to SXSW.

6 - 某些美味就是无法在家烹饪
由于新冠病毒爆发,深受中国人喜爱的餐饮业在此期间不幸遭受重创。93%的餐厅停业。西贝莜面村创始人贾国龙等著名餐饮老板公开表态,他们的业务没有现金流,可能面临破产。对于如此痴迷饮食文化的我们来说,如果因为我们无法出门而导致喜欢的餐馆倒闭,那会让人心碎。
SOME THINGS YOU JUST CAN’T COOK AT HOME.
The sad truth is that China’s beloved F&B sector was heavily damaged by the outbreak. 93% of restaurants halted business, and prominent restauranteurs such as Jia Guolong, the founder of Xibei, warned publicly that their businesses did not have the cash to stave off bankruptcy. For us who live in a culture that is so obsessed with food, it would have been heartbreaking to see our favorite eateries go out of business because we could not leave our homes.

不过,好消息是大家马上就能出门了。会见朋友、招待客户、团队聚餐都是必不可少的。所以外出就餐的需求将会激增,而这种激增不会只涉及餐饮业。说得更准确点,所有的中国营销人员都应该把他们的品牌与这种热情行为结合起来。
Well, the happy news is that people are going out once again. Friends must be met, clients must be wined and dined, and team lunches must be reinstated. There will be a surge in demand for dining out, and this should not concern only those in the F&B sector. Rather, all Chinese marketers should align their brands with this renewed passion and behavior.

7 - 肖战陨落艰难再起
过去的一个月里,某位明星的粉丝们忙得不可开交,他们使得同人创作网站AO3在中国大陆被封禁,一堆“艺术”内容被清除。而他们的偶像也因此被指责没有能力或不愿意“控制”其粉丝,从而一夜之间失去了作为品牌代言人的吸引力。
XIAO ZHAN HAS FALLEN, AND HE CAN’T GET UP.
With too much time on their hands during the past month, Xiao Zhan’s fans managed to get AO3 blocked and a bunch of, uh, artistic content purged from this universe. In turn, their idol has taken the blame for not being able or willing to “control” them, thus losing his attractiveness as a brand spokesperson overnight.

我们从这次奇怪的事件中学到了两件事:
1. Lofter这样的小众社区依然存在,且仍在社交媒体上占有一席之地。
2. 向政府举报不良内容必被受理。
Two things we have learned from this strange turn of events:
1. Lofter is still around, apparently.
2. Reporting inappropriate content to the government works really well.

让我们回到本文的主题,作为一名营销人员,你应该就这一事件问自己两个问题:

1. 即使我在家里隔离,吃着自制的烤焦煎饼,我是否有办法更快地紧跟娱乐动态? 2. 我是否制定了危机管理流程?当我的明星代言人/网红陷入困境时,立即解除关系是我唯一的解决方案吗?
Bringing this back to the main topic of this article, there are two questions you should ask yourself as a marketer in relation to this incident:

1. Do I have ways to keep up with cultural dynamics faster, even when I am self-quarantining at home eating overcooked homemade jianbing?
2. Do I have a crisis management process in place? When my celebrity spokesperson / KOL gets into trouble, is instant disassociation my only solution?

8 - 低价惊喜
由于疫情影响,雇主们现金短缺难以生存,数百万人群的工资受到一定程度的减少,甚至暂停发放。这一情形直接导致许多品牌的已经习惯了原本随心所欲的消费主义者,继而转变为谨慎和节俭的代表。
CHEAP THRILLS.
Millions of people had to take reductions or pauses in their paychecks as cash-strapped employers struggled to survive. As an immediate consequence, many of the previously freewheeling and consumeristic people that brands have grown accustomed to will become cautious and frugal spenders.

尽管购买的欲望仍然存在,但现实是购买能力已经减弱。为了解决这个问题,我们建议及时调整销售优先级,并且突出显示未来三到六个月内低成本入门级产品。
The desire to purchase is still there, but the ability to purchase has been weakened. To address this issue, we recommend readjusting your sales priorities and highlight your lower-cost, entry-level products for the next three to six months.

9 - 促销来袭
据权威经济学家张岸元预测,2020年第一季度中国GDP增速将非常低。这意味着,许多费者可能不得不在第二季度和第三季度面对不利的个人财务状况。
KILLER DEALS.
Authoritative economists such as Zhang Anyuan are predicting very low GDP growth for China in Q1 2020. This means that many consumers may have to deal with unfavorable personal financial situations in Q2 and possibly Q3.

对于品牌来说,下意识的反应可能是避开那些财务困难的人,并精力集中在少数免受经济危机影响的幸运儿身上。我们不认为这是最好的办法。相反,我们建议采用反向策略,即品牌通过定期提供产品试用、较大幅度的折扣和融资计划来维持与这些客户的关系。
The knee-jerk reaction for brands might be to shun those with financial difficulties and focus their energy on the lucky few who are unaffected by the economy. We do not think this is the best approach. Instead, we recommend a contrarian strategy in which brands maintain relationships with their wounded customers by periodically offering product trials, steep discounts, and financing programs.

10 - 疫情会结束但绝不会被遗忘
新冠病毒可能在不久之后从身体角度从我们的生活中彻底消失,但这段记忆是不会被遗忘的。就像洗手和戴口罩这样的例行公事在很长一段时间内都不会消失。这些新的习惯不应该被忽略,它们应该被接受并纳入疫情过后社会的一部分。
GONE BUT DEFINITELY NOT FORGOTTEN.
COVID-19 might be physically departing from our lives, but memories of it will remain. Things like obsessive hand-washing and ritualistic mask-wearing will not go away for a long time. These new habits should not be ignored - they should be accepted and embraced as facets of a post-coronavirus society.

我们相信品牌有很多契机会将这些新的习惯融入到他们即将推出的产品设计中。去大胆挑战你的产品研发部门,相信你能掀起新一轮的消费潮流,让你的品牌成为未来几年洗手和戴口罩的代言人。
We believe that there are many opportunities for brands to embed these new habits into their upcoming product designs. Challenge your R&D department. Believe that you can be the next trendsetter. There is nothing keeping you from becoming the brand that is synonymous with hand-washing and mask-wearing in the years to come.

在中国,我们或许已经赢得了这场对抗新冠病毒的战役。但在这个疫情结束后的市场中,我们作为营销者的战争、针对心灵的战争、品牌广告占有量的战争以及钱包占有率的战争,才刚拉开序幕。
In China, in the war against COVID-19, we may have won. But the war for us as marketers, the war for hearts and minds, the war for share-of-voice, the war for share-of-wallet, in this post-coronavirus market, has just begun.

静下来深呼吸身边这片无病毒的空气,勇敢向前,肩负起你的重任,努力使我们的经济再次繁荣。
Take a deep breath, face your duty, and go forth and make our economy great again.