Communications in China During the Coronavirus: What should your content look like

 As I sit here and write this, it was just two weeks ago that the Coronavirus was only but a whisper. Chinese New Year celebrations were on the horizon, and there was relief for the upcoming break and a sense of regeneration as there usually is during these times of renewal. How so much has changed in just these past two weeks was previously unimaginable. 

As we cope personally with the unfolding events, brands must also navigate this unprecedented situation — which for many, especially foreign brands, proves to be a daunting task even under normal circumstances. 

My team and I have been devouring post after post on social media, and watch as brands emerge to break the silence, some have been cringe-worthy and others have been heart-warming. 

As we help our own clients and connections formulate communications, reoccurring questions and concerns make us think that some insight into what we are seeing would be valuable for other brands or individuals unsure about what to say during this time. 

There is no shortage of publications from China-focused marketers that can, for the most part, be summarized in three main points; 

— Chinese consumers are incredibly complex, you must appreciate and understand this audience

— Work with a trusted team in China, on the ground, and empower this team to make decisions 

— Learn from what domestic brands are doing 

These steps should be incorporated into any action you take as a brand right now. 

Showing Solidarity and Support

The strength of one is the strength of all. 

Even though many people are inside their own homes, unable or discouraged from gathering together, there are numerous videos of entire apartment buildings breaking into song at night, and people shouting 加油, ‘come on!’ from their balconies. A crisis can bring people together against a common fight and that is exactly what is happening in China. 

Showing your support and solidarity, even in the form of a simple message can mean the world. 

Take a look at these two examples which have been a huge hit on WeChat 

Xibei Restaurant

This restaurant chain released a heartfelt letter from their CEO in a simple, but authentic post published on February 4th. 

It was reported in the media the restaurant was experiencing a grave financial struggle at the moment, and if things do not improve soon they will only be able to pay staff for at most 3 months. This made people realize that the virus is not only difficult for families, but for many small to medium size businesses. 

Yesterday, the CEO released a letter thanking people for their outpouring of support since last week and promising to fight until the very end. Right now, people love this brand more than ever, and hope that it, just like all Chinese families, can survive this. 

Nike

We have seen foreign brands such as Starbucks and now Nike respond very well during this time. It is important to note that both Nike and Starbucks have a track record among foreign brands as putting the time and the effort into China. It is clear they do not localize for China, but they empower a local team and create from China. 

This post released today, February 5th from Nike includes a letter at the beginning. It asks readers how they are, how their family is, and assures readers that Nike is the same, feels the same, Nike is with you.

Closing the letter by altering their famous slogan, “Just Do It” to “Just Don’t Quit”

The post then provides some encouragement from famous athletes and tips for exercise and staying healthy in a closed space. 

At the end of the post Nike announces they will donate 10 million RMB to support an adolescent development program in Wuhan. 

Other Examples of well-received campaigns

Starbucks 

Even though Starbucks currently has had to shut down most stores in China, they were one of the first foreign brands to respond last week. They acted swiftly when other brands were still trying to decide what to say, and the content accurately addressed the serious of the situation while staying on-brand. 

The post details the measures being taken by Starbucks during that time; 

• Regular disinfection & frequent hand washing
• Take & record temperatures of staff before going on duty
• Emergency deployment of masks
• Closure all the shops in Wuhan immediately
• Thanking all the employees and showing appreciation for the trust of all the customers.
• Reiterating that staying healthy & safe is the most important thing

Under Armour 

We know that one of the biggest trends in China right now is health-related. Chinese are increasingly conscious of how diet and exercise affect & fit into daily life. I would anticipate this trend to continue to grow and expand to more cities and demographics after this period. 

The post encourages followers that exercise is the best defense, and Under Armour calls on YOU to exercise at home. 

• You're given four days worth of workouts 
• For each day you're given a series of simple movements that can be done at home with little or no equipment 
• Each movement is accompanied by an easy-to-follow gif with a short explanation. 

Just to reiterate.. 

Be genuine & authentic 

Any hint of insincerity during this time could seriously backfire. Put yourselves in the shoes of Chinese citizens at this moment, what would you want to hear from your brand? 

Listen to your Chinese staff or partners 

No one can understand China better than someone who was born and raised here. Listen to their suggestions, ask for opinions and execute based on their advice. 

As a marketer, and as someone who has spent the last 5 years in China (which is but a drop in the bucket) I urge you to please carefully consider your messaging at this time. Behind that ‘number of followers/views’ are real people with real emotions — concern, sadness, hope — reading your post.

Even if you have the best intentions at heart, get your idea checked with a team in China. 

This will pass, and when it does, the brands who focused on supporting their followers, not promoting their products/services, will see the return when things return to normal. 

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For more resources on how to respond during this time check out these posts: 

The Luxury Conversation 

How Brands in China Can Show Support During the Time of the Coronavirus

China Skinny

Why brands shouldn’t panic over the corona virus 

Cover photo by Jenna ?hrnberg, Shanghai-based Photographer & Digital Marketer