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 stat/trend stood out the most from Digital 2020 July Statshot, and why?
《2020年7月数字领域简报》传达出了哪些突出趋势?

James Zhang
Group Account Director / We Are Social

报告展示了互联网如何成为人们生活中人性化和个性化的一部分。我们看到不仅仅是越来越多的人使用互联网,而是用户对于网络的情感依赖在不断增加。我们正在从早期的互联网仅仅是一种使用的工具,发展到今日互联网已经与我们建立了一种基于对话和人性化的关系。

The report showcases how the internet has become a humanized and personalized part of people's lives. We're not just talking about more people using it, but it’s an increase of emotional dependence on the internet. We are moving from the early usage where the internet was not more than an instrument to today when it has a dialogue-based and humanized relationship to us.

Dickens Dong
Senior Account Director / We Are Social

COVID-19强调了数字化的采用是如何更快发展的。过去我们可以期待“先行者”或专业人士引领新趋势,而现在的趋势是像你我一样的普通大众在积极地拥抱数字化,真正感受数字化,并不断地渴望探索变革。相信在未来,随着数字化在更大程度上得到整合时,公众对于数字服务/产品的期望值会更高。他们将开始思考数字化,并意识到互联网驱动的技术是何使事情变得更简单及更快的。

COVID-19 highlights how digital adoption is going faster and faster. Before, we could expect "first-movers" or hard-core pros leading new trends. Now, it's the general public, normal people like you and me, that embrace digitalization, making it ours, and creating and demanding true change. In the future, when digitalization will be integrated at a much bigger degree, the general public will have more expectations of digital services/products. They'll start thinking digital and realizing how connected/internet-powered technologies can make things easier and faster.

Amber Yu
Account Director / We Are Social

我认为我们报告中最令人兴奋的趋势是在COVID-19期间社交的重要性。和其他所有人一样,我在家中度过了疫情爆发的时期,社交成为了我生活的中心。最重要的是就像报告中显示的一样,这段特殊的时期给予了我与家人加强联络的机会。我可以从朋友圈知道家人的最新消息,并且微博也能让我及时了解疫情的发展。总之这份报告的这一部分对我来说很特别,它让我从这些数据中看到了自己的生活。

I think the most exciting trend from our report is the importance of social during COVID-19. Like everyone else, I experienced the pandemic wave from my home, where social became a central point in my life. Most of all, it gave me the chance to connect with family, just like what the report shows. I could receive first-hand information about my loved ones from WeChat Moments, and Weibo kept me up-to-date about the developments of the pandemic. What makes this part of the report special for me, is how I can see my own life in the numbers.

Dominic Lytwyn
Associate Account Director / We Are Social

人们搜索品牌和产品信息的趋势反映出了社交媒体平台功能的不断提升,这些功能正在创建一种一体化的服务。
在TikTok和Instagram等平台上,用户可以了解品牌故事、产品的实时趋势、视频评论以及可以选择一站式购买。那么,用户为什么要选择使用谷歌?
在中国,我们在过去的两年中看到了这种趋势,随着超级应用程序的兴起,包括“支付钱包”在内的整个购物过程都在同一个应用程序上完成。
如果百度在中国市场的衰落已成事实,那么谷歌也应该为此感到担忧。

The trend of how people search
for information on brands and products reflects the growing functionality of
social media platforms, which are creating an all in one service.

On platforms like TikTok and
Instagram you can learn about the brand story, view live streams of products,
video reviews, and an option to buy all in one place….. So why would you use
Google?

In China, we have seen this trend over the last 2 years with the rise of super apps in which the full shopping process, including payment wallet, is completed on one app. If the fall of Baidu in the Chinese market is anything to go by, Google should be worried.

Rose Yin
Associate Account Director / We Are Social

今天我们有Pinterest Lens,Google lens,甚至百度和淘宝上也提供了图片搜索的功能。随着越来越多的平台提供这一选项,可视化搜索已经变得逐渐流行起来。用户只需拍一张照片,就可以在网上找到可以买到的商品,或者用它来发现类似的产品。这样的方法很简单,甚至都不需要知道产品的名称。一些品牌可以通过视觉搜索趋势来创造新的爆品,不断吸引新客户,从而找到竞争优势。

Today we have Pinterest Lens, Google lens, and even image search on Baidu and Taobao. Not surprisingly, the visual search has become popular nowadays with more and more platforms offering this option. Users can just take a photo of an item and find where they can buy it online, or use it to discover similar types of products. No need to even know the name of the product. It's just simple. Brands might even be able to find a competitive edge by leveraging visual search trends in 2020 to attract new customers and discover the perfect product online.