Emerging Comms

Chinese reactions to the first days of the Olympics have been mixed. Read about what they've loved, and the surprising reaction to "those" scenes in the opening ceremony: https://lnkd.in/ebjP3zgk

Livestreaming is now an engrained part of Chinese online consumption, responsible for billions in online sales each year. 𝗕𝘂𝘁 𝗶𝘁’𝘀 𝗻𝗼𝘁 𝗮𝗹𝗹 𝗮𝗯𝗼𝘂𝘁 𝘀𝗮𝗹𝗲𝘀. We’re also using Livestreams to help create a better customer experience for Chinese travelling to the UK for the first time. Yesterday we hosted an hour-long Livestream for Unite Students, helping to welcome students who have booked accommodation for the upcoming academic year. This was much more than a webcam stream or the simple shoots you see promoting ecommerce products. 𝗢𝘂𝗿 𝘀𝘁𝗿𝗲𝗮𝗺 𝘄𝗮𝘀 𝗮𝗻 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝘃𝗲, 𝗺𝘂𝗹𝘁𝗶-𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻 𝗲𝘃𝗲𝗻𝘁. The stream included, room tours, sharing tips on how to check in upon arrival, and practical living and study advice. To keep students engaged and to encourage interaction, the livestream included three exciting raffle draws. The event was highly successful, with exceptional engagement and prompting direct student inquiries, reflecting strong interest. We broadcast simultaneously on Unite’s official Weibo and WeChat video channels, needing professional support to get platform permissions for the livestream, and using third-party software for synchronised streaming. Shooting between the studio team and Unite’s accommodation, made this a production on a par with a small TV studio. An event of this scale needs extensive planning & preparation, including promotional efforts, content creation, and support with ads and SMS. A well oiled operations teams is crucial, up to and including the event itself. 𝗔 𝘁𝗲𝗮𝗺 𝗲𝗳𝗳𝗼𝗿𝘁 EC worked together with Unite Students’s marketing and sales team to hold this successful campaign and achieved an outstanding result. Thanks to: Narisa Zhongcanzhu Li, Xinrong, Yiren Fang, Gemma Mason, Bernadette Cochonat 高蓓娜 Evonne Guan, Sophia Yu, Sherry Wang, Tiffany Yang, Elvas Chen Livestreams are a perfect way to show your customers what to expect from property, retail destinations, university campuses and tourist attractions. Get in touch in the DM's if you'd like to find out how we can use them for your business.

📞 Chinese whispers, Chinese walls. What is it about China that makes us think of communication challenges? Cultural pitfalls might make the headlines, but there are plenty of examples of western brands adapting themselves to Chinese culture and values with huge success. 🌍 After 12 years of hard-won experience, I’ve learned how to navigate China like any other international market, and most importantly I’ve made the connections that really make it happen. 💬 So, I’m thrilled to be in conversation with James Brown about how you can tune your brand message for China in 2024. 📝 We will cover: 📊 What makes business in China so different to the UK 👥 The differences across consumer demographics 🛍️ Getting the product and branding mix right 🔤 Avoiding marketing translation mishaps 🏆 Examples of success and how to avoid failure Sign up using the Zoom link at the event page: https://lnkd.in/ecEq_y79

Monday will be this year's Dragon Boat Festival, and like many Chinese Festivals, it's an opportunity for brands to get things very right, or very wrong. The festival commemorates the death of Qu Yuan, a poet who drowned himself in protest against corruption. 🚤 When the locals heard of Qu Yuan’s suicide, they rushed out on the water in fishing boats and tried desperately to save Qu Yuan. 🥁 They beat drums and splashed the water with their paddles to keep the fish and evil spirits from his body. They scattered rice into the water to ward off hunger and to feed the fish, in order to prevent them from devouring Qu Yuan’s body. 👻 Late at night, the spirit of Qu Yuan appeared to his friends and told them that the rice meant for him was being eaten by a huge river dragon. He asked his friends to wrap the rice into three-cornered silk packages to ward off the dragon. This has been a traditional food ever since, known as ZONG ZI or sticky rice wrapped in leaves. In commemoration of Qu Yuan, people hold dragon boat races annually on the day of his death, and observe traditions from the legend. Given the root of the legend, greetings like "Happy Dragon Boat Festival" aren't appropriate. The culturally sensitive phrase is "端午安康" – wishing peace and health. This isn't a commercial event, but brands can engage by acknowledging key traditions: 🍚 Zongzi (Sticky Rice Dumplings): These iconic bamboo-wrapped parcels symbolize unity and perseverance. 🐉 Dragon Boat Races: Vibrant boat races reenact the search for Qu Yuan and promote community spirit. 👪 Family Gatherings: Reuniting with loved ones to honour ancestors. 📲 For a list of other festivals that brands can observe in China, comment "DRAGON!" under this post and make sure you're following us and we'll send you a link in the DM's. #dragonboatfestival #china #

Happy 520 Day! 😍 #festivalsinchina #520day #chinesemarketing

Copywriters know that getting the tone of voice right for each client is a challenging process. Making that tone appropriate for China adds a whole other level of challenge. Add in the technical expertise needed to write for B2B clients in markets like semiconductors or pharma, and there's only a handful of people in the world who can do it well. It's not just writing, but: 🧭 Creating comms guidelines that are on brand but relevant to target Chinese personas ❤️ Making sure the content resonates and engages 🤝 Collaborating to make sure both the UK headquarters and China sales teams are happy with the messaging That's why Sky Chen is our employee of the month. She's managed to pull off all this in some very tricky technical industries and beat challenging deadlines, and still keep her cool and professionalism.

China has not one, but three significant days to celebrate love. First, the traditional Valentine’s Day falls on February 14th. The second, May 20th, dubbed “520 Day,” has emerged as an unofficial romantic. Couples use this day to express love, much like Valentine’s Day. The third date is Qixi, also known as the Qixi Festival or Chinese Valentine’s Day, occurring on the seventh day of the seventh lunar month in the Chinese calendar. Today's date, May 20th, or “520 Day,” is a unique phenomenon in China. The date 520 is homophonous with the phrase “I love you” in Mandarin (wǔ èr líng), so it has evolved into a sort of unofficial Valentine’s Day in China. Couples exchange gifts, go on dates, and express their love for each other on this day. Our latest post gives you 5 ways your brand can leverage the many Chinese gift-giving occasions.

Your strategy for the travel market needs an update. Chinese travellers are on the move again, with Europe as the top destinations for the most affluent customers. But they're no longer using "traditional" search platforms like Baidu. Find out how to update your marketing to meet the new behaviours in our latest blog post... https://lnkd.in/eReKRwp2 #chinamarketing #chinatravel #chinasocialmedia

Chinese High Net Worth customers make buying decisions in very different ways from their western counterparts. In this half-day conference, Emerging Comms will share our latest research on how big buying decisions get made, what digital channels have the most impact on decisions, and how to make a positive impression in the buying journey.

Balancing skills across an agency is like juggling plates on most days.   The mythical marketer who is an expert across every platform, every sector, and every format, and who can build client relationships at the same time is as rare as a unicorn.   But that doesn't stop our stars from trying.   That's why our team have voted Sophia as our employee of the month of March.    For all the work she's done beyond the call of duty, helping out across accounts, on photo shoots and even tackling tricky legal problems, thank you Sophia!