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 using tech will we see more of in China?
哪些运用技术的营销趋势将在中国被大规模看到?

West Xu
Senior Account Manager / We Are Social

疫情期间,电商的下单频次提升,但外送员减少,以至于很多订单延迟配送或被用户取消,现在京东已经在武汉没某些地区试行L4级的无人配送,包括无人配送车和无人机,并且实验非常成功。而恰恰疫情期间,培养了大部分用户,乃至老年人的购物习惯。疫情还要持续一段时间,在这段时间里,更多的用户被培养online购买习惯,在大批订单的驱使下,会有更多的物流企业投入到无人配送的研发中。

The pandemic has lead to more numbers of online orders, but a decrease in delivery guys, which have resulted in delayed or even canceled orders. Due to this, we started to see companies like JD.com successfully experiment with unmanned deliveries in Wuhan using drones and unmanned vehicles. While the pandemic is ongoing, more and more people will prioritize shopping online. The rapid increase in orders will make logistics companies invest even greater in R&D for unmanned deliveries. I'm sure this new type of delivery will be as common as any other delivery method in the near future.

Rachel Mei
Account Manager / We Are Social

技术的不断发展让原本很多我们天马行空的想象变为现实,其中我比较看好的是AR技术,它能将虚拟场景融入到现实场景中,为生活提供更多便捷。从支付宝的扫“福”开始,与原本静态的物体产生交互感;发展到现在我们已经可以通过AR实现“云”旅游,使用AR试衣服,试口红色号等等,现在的AR与用户有更好的结合,让人有更多的亲身体验感,现在也有很多品牌在营销进行尝试并取得不错的效果。

因为5G的发展和手机日益智能化,AR技术发展前景也更加广阔,期待AR技术为我们的生活带来更多便捷,也为品牌营销打开一扇新的大门!

I'm excited about the technology that can turn imagination into reality. AR makes this possible by integrating virtual scenes into real scenes conveniently and convincingly. From Alipay’s famous “Scan Fu” campaign, which had people chasing a specific Chinese character for the chance of getting discounts, to online traveling, online fitting of clothes and lipsticks, etc., now AR can create interactive and personal experiences for users. Currently, many brands are trying AR in their marketing with promising results.

With the development of 5G and better-performing smartphones, AR has great potential to be used in all sorts of scenarios, for the opportunity of bringing more convenience in life, and opening up new doors for brand marketing.

Luna Lin
Account Manager / We Are Social

我认为未来小程序直播将成为之后的趋势

因为微信是目前大多数年轻人的社交刚需,基于微信现有流量的基础上,小程序直播本身就具备天然流量优势。

小程序直播不仅可以实现用户互动与产品销售的闭环,也可以将小程序直播带来的流量,沉淀在品牌自有的小程序中,更有利于后续长期运用。

目前微信流出的一些官方数据,也进一步论证了小程序直播可以为品牌带来高销售转化。

WeChat is still the primary social media platform for most young people, and I think WeChat's new mini-program Live-streaming feature will be a new trend in the future. The popularity of WeChat and its closed ecosystem gives this live-streaming feature a natural advantage among other platforms regarding brand-user interaction and product sales. The data from WeChat already shows how the mini-program live-streaming brings high sales conversions, which will push this trend even further.

Hal Chan
Associate Account Manager / We Are Social

游戏技术是另一个尚未被认可的趋势,尽管它可以提供全新的沉浸式体验。首先,游戏本身就是一个广阔的市场。除此之外,年轻的消费者表现出近似部落行为。他们在互联网部落中坚持自己的爱好。跨品牌合作也正在发生。我相信在不久的未来,我们将会看到更多的品牌与游戏开发商合作进行令人惊叹的营销尝试,以吸引更多的年轻消费者。就像去年的LV和英雄联盟。

此外,索尼最近对Bilibili的投资可能会在中国大陆开启一个新的游戏社交层。因此,我期望在这个行业中看到更多的社交化营销,特别是考虑到新一代游戏机(PS5和Xbox系列)将在假期旺季推出。

Gaming technology is another yet to be recognized trend that offers new immersive experiences. Gaming in itself already is a vast market, to begin with. Apart from that, young consumers exhibit almost tribal behavior. They cling onto their hobbies within internet tribes. Cross-over branding collaborations are already happening. I think soon, we can see more brands doing amazing marketing attempts teaming up with Game Developers to try to appeal more to those young consumers. Like LV did last year with League of Legends.  

Additionally, Sony's recent investment in Bilibili may open up a new social layer of gaming in Mainland China. As a consequence, I expect to see more socialized marketing within this industry, especially considering a new generation of gaming consoles (PS5 and Xbox Series) are promised to be rolling out this holiday season.