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CreaTech: The future of social media: Why it’s driven by China
What’s the next big thing in social media? A question all brands want the answer for first. The easiest way to predict the future is to look to China. Its unparalleled, complex social media landscape has features and uses most Western platforms can only dream of. Let your mind be blown by the possibilities coming our way and how we can prepare for the inevitable live commerce and social retail. Learn why we should harness user generated power and build our own capabilities on social media by forming communities rather than borrowing reach.
Arnold Ma - Founder & CEO - Qumin
Momo Estrella - Head of Digital Design, China - IKEA
Li Haifeng - Director of Industry Market - Netease
Becky Zhu - Senior Trade and Investment Officer - DIT Shanghai (Moderator)
Becky Zhu is a senior trade and investment officer at the Department for International Trade, which is a UK Government department working with businesses based in the United Kingdom to ensure their success in international markets, and to encourage the best overseas companies to look to the UK as their global partner of choice. As a member of the creative team in Shanghai, China, Becky helps UK-based exporters in film, TV, animation, gaming, music, design, experience economy, publishing and advertising to succeed in the Chinese market and assists Chinese stakeholders in bringing high quality investments to the UK.View the profile
Good morning. Welcome to create a chemical X on Christian music at. I want a consultancy and I'm delighted to be able and seafood today. Welcome everybody. Good morning. Good evening. So there is if you do an Indian from far-flung places from London, I'm sure it is everywhere on the planet. We have a really exciting day ahead of us today. The stage has been created by the creative Industries Council. This is a joint industry and government Forum that was set up to give a voice to the creative Industries
calendar. Basically capitalize on opportunities and also help solve some of the challenges that face that we had a fantastic session. But the main take out was how much the sector is growing, 22% increase in Inwood. Investments. Making it one of the fastest investment propositions in in the world or text. And an increase in job roles as well, which is fabulous news, please join the conversation at hashtag created UK and hashtag forget 2021 do ask questions in the chops if you would like to. And without further Ado, the future is here. The future is now, the future is
China, especially when it comes to official media to tell us why, and how I'm delighted to introduce the motivation for the day, but he's due, she is senior trade investment officer based on the British High commission, British Consulate General in Shanghai at the department of international trade. Welcome Becky. Hi, thank you. Christine. Tell everyone. I'm Welcome to our panel and Becky. I will be tomorrow though today. So stressed out. I want to take this opportunity to thank the organizer for putting together. This wonderful
event. Thank you. Today. We're going to talk about the future of social media and why it is driven by China. Here. We have Marta, founder, and CEO of Cuba Momo, estrela has off digital design at Ikea, China and highs only the director of interest rate markets and Nazis Media Group. Hi, welcome. Hi Becky. Hi everyone, and I will interpret for him. I am. So what kind of guys would you like to tell us a little more about your company's enzyme fuel cells? So that the audience
can know you better and I start with you are knows. I was hoping you wouldn't start with me. Thank you, Rob. And also thank you Jen at 4. Hostin 440. Can I seen this event? So I'm on the road and I'm from agency, called cumin. We focus mostly on helping Western Brands to understand, and engage Chinese customers. More recently, been working with people like like Mariah Sony, but we also, since the pandemic found out loud, Chinese businesses are trying to Globe Life the way it wasn't even like we
chat, and we can walk away. Please cool down inside. Come check it out. If you're interested in Chinese news in case study. So we're trying to create an online publication where we're helping people to understand more of what's happening on the ground. So we are essentially translate in Chinese news in Tech, creative and marketing, Industries, Houston, Daily News two or three times. And those who case studies directly from Chinese brands in China. It's going to stop you and say, anyway, and we felt like it was a good opportunity for the industry job. Skill
up to you ourselves on what's happening on the ground. We also have a business unicorn, one team media. While we are creating in-house. I guess we can call the media assets channels like Tik Tok Chinese channels. Like that way in a little red book along without Mission over all of opening. The Wall China. We are helping Chinese people dance and Global cultures and likewise forever and ever. The wall Johnson, Chinese people couches. Okay, so Momo, you'll turn. Hello, thank you for having me and I know
he's part of me and my teams, we look after our little experience in China, were trying to modernize how our brand is received experience and how we transfer tax with a Chinese customer. I'm very practically weather. Looks like it's like I manage a large design team across the field research design that we can build them different, interacting transactional. Touchpoints customer Journey. Essentially, moving us from Moana Channel retailer. In two. Okay. Thank you and my phone, please.
Mr. Lehigh phone has 10 years experience in traditional advertising and interactive marketing, and he is very pleased to be here and see everyone here. Thank you. You still have feelings for him, that he's sorry. Okay, thank you so much for participating. Things. We are a disgusting social media in China. Would you like to give us the landscape on that? I'm so far. No. You look like that. You want to go fast very quickly. So, so she made in China. I think he's very different to notice if you both but the well, I guess the way added up at this point in time is I think it's very different to the
West Thumb Festival. The biggest differences for me personally is that when social media exploded in China or Robert Express each relation of social media happened in China. Most of China internet penetration was very low. So most people didn't actually have access to Internet at all. Less than 50%. This was about ten years ago, right? When that happened. When when the first iPhone 3-g was released which was kind of a mobile internet started to It's not joking bacon in the West in China. People with existing essentially access the internet for the first time through mobile. Only
Robin adult team from desktop to mobile this man that I love the Chinese businesses. Chinese tech companies were able to create mobile social platforms or Otis Platforms in general. Exactly for the mobile experience from the ground up, Rob than trying to adopt like a desktop experience such as Facebook or Twitter or LinkedIn are in scrambled eggs, except except for Instagram. The other ones were all built the desktop first, then adopted to a mobile environment. Where is in Chinese different. Pretty much every platform wedges WeChat where you go to a
certain extent, the old Bill faour mobile environment from the ground out Friday, and this is a big difference. This means that a lot of the function of fish and use the behavior be created from scratch. People didn't have like a legacy attachment to desktop on Web 2.0 experiences. So you look at stuff like, so if you come this way, it doesn't has to do, has already picked up in the west. Because I think because people attached to kind of like a legacy Webster Hall, no experience. They want to buy stuff on their browsers, on their laptops, or desktops wasn't trying to be able
to have that. Right? So so so she'll come and live,, That's what you think. They were able to pick up in China, much quicker than it is in a West. I think less about the technology more about people is kind of like Legacy, behaviors and expectations of what these experiences look like on the internet. Last night in his WeChat people kind of cool WeChat like a super have but but but I think is more. It says is more than a price. If you look at 1 Oprah in system at the
hallway. It's essentially a colonel. What? You upload and customize apps on top of it to make your own. So we shall, I think, for me, is more like an operating system where you get the WeChat the basic functionality is which is basically like a web services that connects people together, but you customize it, you can add mini programs. You can shop on that. You can buy your tickets from there. You can pay you in restaurants. You can do everything as soon as he almost like an operating system. Doesn't you customize a lot to know her and system but inside of a car, do you get web
services? That is basically the foundation of it. So there's nothing like that in the west, right? So I always had WeChat is more of a social os7, application, an older. These things. I'm sure Mom will expand on it in a second creates, like, much different experiences and opportunities for Brands, to build a finity, with customers to build to give you different use. A Journeys in different photos of a conversion and cells, which I'm sure we'll talk to you later. Thank you. Nick a Momo
land pink on. So my ad that I would be. I think at the beginning social media was understood as something that happens just between you. Maybe people like CeCe said, so friend, it's our acquaintances. When you look at WeChat the basic engine of it is very simple ride. It allows you to send messages to friends or strangers and then they are the different layers. Like they allow you to send money to friends and strangers and then they allow you to send me the
address to friends and strangers show up on this connected lines. That there was a massive opportunity to show how big is Mexico border technologies that I can cover later, like live streaming and remote ceiling and he comes up with the Uber app. Add contacts. I think social media has moved away from just being the act of being social online or the act of sharing media, with friends online to become, like, fabric, that entire country operates. And I think maybe you need that. I want to maybe highlight is consumer Behavior.
Pretty different, from what we traditionally, they are spoilt for choice and in contrast and for our, from our observation, a little retailers, I have provided expenses that may look old and stale compared to what I used to do pranks on people that we're trying out this, he's around understanding these new, we no longer rely on on a Samsung store on data alone. We all rely a lot of research and qualitative data and really understand what's the best way for us to respond to this technology or the tools?
Okay. Thank you and Mister High phone. Okay. Thank you. And I will translate for mr. Lee Chinese. AOL is the meaning of you the latest term a k o c which means key opinion. Customer is attracting attention Chinese digital marketing industry k o c s r average customers themselves and they were actively share their after use experiences of products or services on social media compared to is. Kol. The KOC only has fans in the range of 100 to 100,000. However, KLC has a higher and Corruption rate with fans and Kelsey is cordial and reel in
eyes of netizens. As a result when many social media users need to, Purchase advised. They prefer chaos these recommendations. Okay. Thank you for all your inside for remarks. That was very informative in China. The Creator economy is super hot now. Do you want to talk a little about the social and life Commerce from your personal experience or from your day-to-day work a case? And this time may we start waves, handsome? Mr. Lee, please? Oh, my God. Hello. Yeah, I can do that right now. So crazy. I come to me is an inevitable result of the
emergence and grows of Praises under the growing and snapped and platform economy, the rise of the internet and the development of the platforms, has expanded the workplace and attractive complex numbers off. Young people to enter this new industry zillions and a flexible working style, providing a broad broad Network sealed. The demand the Ford in soy products. Brought by the consumer, upgrading has given rise to a group of crazed as relying on platforms, such as broadcasters and South population, creative Etc.
Yeah, you should see. How do you spell name, Elijah? Aki. Thank you for all your sharing. And now let's move on to our lots of topic. Let's take a look into the future that we are Keen to know your insides what we could do to better adapt. So this time I think I would start with Momo. I believe you already have something to share with him. Wubble with mention that in the future, in many ways. The Roman of the technology has allowed for new behaviors to so many ways to say,
no, bearing zero adoption for new beach, buddy, Malaysian sentence, for experimental models of new business is not on the type of consumers that we have all of those combined R R. I guess that's factors that create a very nurturing environment for innovation. What does WEP can be transferred to a reminder, go to the countries are two things. One is to create a culture of experimentation, create a culture where there's an equal balance between delivery and Discovery where you incentivized seems to. Not only the leader of a
team that you were being experimentation BLS. That's one of his trunk, about to get to some companies. In China, need to embrace to do well and and the second being a bit more comfortable. With I can say failure. There's something impressive about company in China that the try new things are, okay with it. One example that I can food is when mobile started, the first mobile apps that, you know, that they got the bike. Can I call you last night? The first
later on Wednesday Market, kind of adopted the separation between the handle material, change the organized themselves into your city and, you know, exploring new things, but also a reminder to be, no. Can you be things that are either not missed a hyperbola? Santa have Call Lisa, my element of risk, reading not the future. Anyway, the future belongs to those that are curious and optimistic. Thank you. Thank you. And Arnold. Yeah, thank you. Thank you. Thank you. Thank you, Becky and Mom. Oh, thank you. That was, I agree with you on all of those above. I just want to add a
few things from my side, and I think might be coming to the west and what we sending China already. So the first thing is, The first in these videos, I know this might be kind of like a chauffeur on video Lo-Fi show for me. Specifically. I know this is something I guess. I'll keep it really sure. But I think we're still at the tip of the iceberg for this. If you look what happened in China with Zoe and I think right now it's full 500 meeting uses daily active, the rest of the world, which is Tik Tok. Tik Tok is Weston version of the rain in China and hold of the
rest world is coming like 400 million. So you can compare the population of China and also the population. The rest of the world with token. Like comparison to 50 Cent penetration rate vs. Something like 10% penetration rate. So this to massive growth on Lo-Fi show, phone videos, if your brand and you've not looked at how to leverage this format for your brand, to build a finity, with customers to create content with the same house or buy a apartment. I accidentally, I really suggest you looking out because it's about to explode, over the next couple years II a Nazi. Is life like Lyle,
I'd notice live, so live streaming in general. If you look at the evolution of kind of social media. The reason that we changed it from like a network face to Compton based which is like those did the first to second generation again from Mostly text and images to show from videos. We even stole a map and buying before the emergence of, I picked up and do in all of these things are happening because people want to get closer to create has the more the movie see going from the last of the decade from Canada initial like my
space through to Facebook to Instagram, Lincoln Twitter, and if I need to vine and to take talk, these formats are there to enable people to get closer to create. As for Brands, is to enable Brands to get close to the customers. And the next Natural Evolution in that is Festival video, which is kind of like that the current situation and then his life that you come get closer to someone in terms of experience. I'm content in life. So we're sending China. A lot of Brands using internal live streamers write notes of anyone but even their CEOs, so you looking kind of like a human-like
singles day and 618 was Jesse coming up in three days, you guys already checked out, and look out for that. What kind of cases are coming out, but CEOs of massive companies, like billion dollar business, the stream directly, and promoting, and selling their products. So, if you a brand, I think I didn't look in the building. In house live streaming capabilities is going to be a future proof investment. Whether this is your senior leadership, those who are ready, Graham camera that have Charisma, or you can even feel like a specific team within your mouth and apartment. You can already want
to own this in-house. Right? Because you don't want that hundred Sandra Lighting on a Rinnai. 50 Cent on external is like traditional influencer marketing because life is such a risky Merriman. You really want to control the in-house. So I think starting to build that Is it going to be a really great investment? Yeah, that's me. Thank you. Thank you. I know thank you all out what your share. This is really inspiring. I think we have Orleans Aloft from the discussion from the interest of time. We have to move on to the Q&A session now. So I can see
in the chat. We have some questions from the audience. The first one is why hasn't a WeChat type? Social operating system emerged yet. I will translate for mr. Lee. Where's your mom's? I c phone with my music down. OK, Google, take the quick. Maybe I can add a few things. Well people are thinking is that okay, Becky? Awesome. This is a great question. So thank you for asking. We come see your names by appreciate you asking this question. I think of a couple of reasons, one is that, as I mentioned to come to ride the star that we
went out when all of our social media would create to do a crate for desktop environment for specific purposes. So we didn't have the opportunity, the tech companies or like creators. Don't know if you have the opportunity to create something else specific mobile. And for me WeChat is only radio pop for me to come work on my social West Moto. The second thing is that a lot of people in the west ten-to-one, something for specific things. I think a lot of ways around kind of like data sharing, right, like people don't want fundamentally and culturally one company to have all of
the days of everything Mansion hike, which I basically have people stayed up everything from from booking taxis. Go to paying for stuff. Make everything all of that, all of their service requirements as well as a social activities to sharing the photos to their friends. And I think the final saying is that it's just like that the technology is still the first person that mentioned it was kind of like a consumer Behavior. This final scenes of Technology, right? Like we just don't have the environment because we're still rely on right now on card payments on contactless
payments with. So reliant on certain things are already part of our society in a life. We come innovate and create new service design. So a WeChat with a QR code and also actually it is a symptom of connecting all of this because when you have payment you can Implement. So many must have designed pictures of the cinema tickets. Pay in the shelves or whatever. So we detect noise, you wasn't. I'm also kind of like the customer Behavior wasn't ready that far for that to imagine. No crane. The Perfect Storm is
going to buy mobile 9th and Dahlia. Thank you. And is there anyone want to at something? Or should I go to the second question? I can just very quickly at that. I think new behaviors are very expensive. I guess it's not as an investment. And the reason I mentioned that is because it was no bear behavior in China. Like Sunny to Argos, which was one of the reasons why that happened is because of credit card. So we moved almost. We almost forgot about credit cards. We almost moved directly into which the payments and because there wasn't that much infrastructure bill into
everybody's minds and into entire. I got to know like the entire city in the country. It wasn't, there was enough, I guess room to try something new. But moving away from Exton behavioral, to be honest. I had this type of which was a message in before he was a great one, but it was only when the yard of the possibility. Hey. Pay, scale are proportionately less efficiency that did not rely on physical things, you know, any restaurants with weather, but the market was in the world.
Okay, thank you. Thank you so much for your answer. So I move on to the second one. What's the China's platform with the most potential in 2021 and Beyond? I will traffic for mr. Lee, I should say. Okay. Let me know if anyone want this one. Okay, that's all. So they still lie, just so sad. All kinds of shots video platform. Very, very active in China reasons. In recent years that example doubting and questioning. So from the perspective of Nazis, they have been trying
very hard on the social-media efforts. So, for example, the Nazis clouds of music is the one, they think a very promising. Thank you. Anyone wants to add. I can go just very quickly. I couldn't tell you guys in the audience, what we're investing in the most right now, so we will die in house media assets but also with with with a current budget as well. We're probably out of all out in time and money-wise. We will be spending about 50 to 60% of whatever do in right now because
do so as soon as we lost your minds and I think she'll phone video is going to be massive in 2021 and Beyond Sewing. Specifically is the show me the biggest and most famous one out of all of them. The reason why invest his money in this is because Brands and creators able to get traction from zero followers. Write the weight of the platform works. Every time you post a piece of content. It doesn't matter how many followers you have that comes and goes into the global pool of all the audience, and it starts with like maybe no point. Oh, no, no, no, no. 1% of people and then as a engagement
react positively, it goes to know. But no no no no effect on the network effect way, it goes to your followers first and then it goes to your followers followers and unfollowers followers crazy, like a ripple effect, Robin, like the network effect. So that's really great for like, a zero stop for brands for creators this way. Invested, most of my money on the second platform of a mess in. Maybe like, 20, 30 per cent of our money on is Little Red Book. I think little red book is going to be amazing. Festival is 90%. + female
uses that isn't a platform on the planet. That's like that. Second of all, it's really sick in the boys, really amazing for a customer to phinizy because people have any Heritage Trust on the platform. We will start. It was like a review platform. So creating your own in-house media assets. Using creative content is going to be really great for Little Red Book building, trusted Infinity. Don't you come as he's also a little red book, is one of the best platforms for social come, as conversions compared to like do in other platforms. Do it is much better for
wellness with little red wagon by the fantasy and conversions in, maybe just 10% to test. The out is WeChat chanos. It's which has kind of first foray into awareness ribbon comes, and that is Network focused. So I know what I'm aware. We ran out of time is on the Kelly show. Yeah. I think that's another thing to look out for and that's it. Thank you. Thank you so much Ryan up. So here comes the. We have only five minutes left though. It's here comes over loss of question, which is my favorite, you know, you miss breakfast thing
on the business exchange between UK and China. Question is also what I want to ask and what should Brands looking to China? Think about that down? Jacob, King height. Okay, so who want to answer my favorite question? Everyone. So polite, do you want to go home or should I start rambling all existing beliefs about this place? Bring your mind to completely empty and be prepared to invest on Research. What are you do that? By looking at large volume started
entering China, Sea spratly was going to help anybody. Okay, so we have only four minutes left that anyone wants to add last for 10. Yeah, I just want to add a little bit on top of momo. Said, I think Festival 110-degree Treese, Treese expectations, but I would also go as far as kind of recess in your brand a little bit. Right? So rather than going in being like, Oh, you not wait, wait really successful in the west. We have hundreds your heritage. I see no one gives a shit about that because your product or service is
Prince, the daily lives, right? So I would focus on couple of things. One radian sending people and coaches. So looking at like great grey Marcus in great. Communication always makes people fails on Ben's and solve the problem. So I will look at it as so many cultural tensions in China. It's literally right now cultural Melting Pot of opportunities, right? You go in there every street-corner you tend to the cultural tensions. So what is between the previous-generation? The current generation or expectation of canna Collective Society, vs. Individual Society, this so many
different things globalization has happened in China. I would look at a couch with engine, that connects will be what your brand stands for globe, lie, and try to come up with a big idea. That is locally, that's hype irrelevant hyper-specific to China's. First of all, secondly, really looking at the platforms. So, rather than trying to duplicate your accountant from Western platforms, China. Like, we should a lot of people come to Tender Glo by says, put some Chinese writing on there and then post it in China. That's not what you do. You create content in China from scratch threat to the
easy way of doing that rather than doing everything in house, like, none of us can pretend like, we know what Chinese genze like sitting in the middle of Camden. I think it's really important to work with creators. You were created. As whether you're trying to talk is Skaters or possible players for all tastes. So fast fashion. Show fashion of Foodies, use a creators and commission comes in in China Creek on $10 for them. By them works really well in China and really won't show video platforms. I got to go. Play spinal tap time. So awesome. I back onto Becky. Okay, thank you or
no. Thank you so much. Today too bad. We have to end here. Okay, and thank you again for your time. Thank you to all of our panelists and the audience. We should have a very good time as protect and called back. Goodbye, and I will head back to Christie. Thank you so much for a key. That was really interesting. Thank you. God. So much to learn. What are the big take out? Well, I guess, while I'm trying to bring a cultural melting post opportunities for septic line, create China, specific content.
They're just bad. She Western content and chocolate and I think, you know, Altima key the future is, plenty of Bruce still in short for video and the future is life. The best line that came out of it, though was the future belongs to the curious and optimistic and does not basically Encompass everything that we all believe in how wonderful it was early this very nicely into the next session to join us in 20 minutes 11, but we hear from two of the hottest creative shots and Tech. We have some Facebooking from Tik Tok
from one of the hardest challenge agencies wccv. Story vccp hashtag for you. Take UK. See you then.
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