China Marketing Weekly: April Fools’ Day Is a Thing For Chinese Internet Giants
Chinese Internet giants every year release creative marketing campaign for April Fools’ Day. What did they prepare this year? Foldable phones that detect frauds and airspace delivery are just some of them.
Youzan e-commerce will now be offering installment payments to WeChat users, thanks to a collaboration with Haier Finance. Youzan is one of the main third-party platforms that focus on WeChat e-commerce and mini-programs and is currently recognized by many users. Merchants can open a store on WeChat and sell their own products, the main convenience being the ability to collect their earnings directly to their bank card, with no need to open their own WeChat Pay account.
Youzan has opened up to some of the overseas countries in Europe and North America, which allows companies to open a WeChat store using their overseas documentation. If it’s something you’d like to know more about, send us a message.
April Fools’ Day
Alipay releases an anti-fraud mobile phone. Or at least that’s what a video released on April Fools’ Day claimed. The smartphone was supposed to have a built-in AI and a lie detector, being able to recognize fraudulent calls. Many netizens said that although they knew the news was fake, they still wanted to buy the phone for their parents as frauding elderly is a common issue in China. - Watch the video
At the same time, Alibaba released a Rumour Verification technology whose algorithms are able to smash fake news at 81% accuracy rate. And it’s not a joke! Alibaba’s aim is to “not allow the elder generation to go through April Fools’ Day every day of a year”. - Watch the video (in Chinese)
Social platforms are flooded with fake news and rumours, and parents’ generation is particularly exposed to them. They often believe in everything that is published online. Alibaba’s algorithm is a step forward to improve the situation and help them tell the fake and real news apart.
What else? Taobao claimed they would ship all the orders worldwide within a day thanks to the cooperation with the commercial space company Blue Arrow Aerospace. Tencent said they were launching a food scanning app that allowed researching on ingredients used to make a particular dish, as well as finding a replacement for the scanned food (for example, a combination of tofu and some spices could replace octopus etc.) Baidu was supposed to launch a Cupid app that would allow you to scan your partner and help interpret their facial emotions and movement. - Read more (Chinese)
Funnily enough, with the technology in China developing at a skyrocketing pace, the jokes still felt pretty believable.
China's knowledge payment market is expected to rise to 15.6 billion CNY in 2019, compared to 4.9 billion in 2017, and will continue to expand in the future, according to the 2019 Content Market Report (in Chinese). The trends have also shifted towards short-video content, vertically shot in particular, suitable for mobile users.
TV drama “All is Well” (都挺好) claimed to perfectly capture the parent-children relationship in modern China. One of the main issues portrayed in the series is parents who value good income and social status much higher than children's passions and choices. - Read more (English)
Sporty outdoor style accounts for nearly 30% of the total sales for children’s wear, which became the absolute mainstream trend in China. Other trends include “sweet princess” and very basic “whatever is good”. Another rising trend for children’s wear in 2019 turns out to be retro, with a 110% year-on-year growth.
China cracks down on “over-commercializing minors”. All TV and online shows including children and under-age teenagers are banned from promoting “violence, competition, underage romance, or discussions about fame and wealth.” - Read more (English)
The aim is to protect the well-being of minors. However, it doesn’t say anything about parents who are desperately promoting their children online, via short-video apps, for example, trying to turn them into online celebrities bringing fame and money to the family.