UNTHINKABLE | Review of the 2nd day of 2021 Effie Greater China International Summit! Here’s more for you

On 28th December, second day of Effie Greater China International Summit, speakers focused on hot topics such as “brand innovation” + “rise of domestic products”, “e-sports category”, “new scenarios + new rules, brand marketing for Generation Z”, with diversified thinking and insight into industry trends, explore the next business explosion point of sustainable growth.?

More than 30 honorable guests’ insights. Scroll down for more.

S4 CAPITAL/Media. Monks

Effie Dialogue：How to Win the next Decade

Sir Martin Sorrel had a dialogue with Mr. Alex Xu through real-time video connection and shared the viewpoints of S4 Capital and its creative agent brand Media.Monks.

Sir Martin Sorrel, founder & executive chairman of S4 Capital/Media.Monks

Alex Xu, President of Effie Greater China and Senior Vice President of Effie Worldwide

In view of the current situation of Chinese market and brand development, brands’ going global and other updates, Mr. Alex Xu, President of Effie Greater China and Senior EVP of Effie Worldwide, talked in detail about the original intention and vision of S4 Capital, the positioning and future plans of Media.Monks, how Media.Monks can help Chinese brands go global, the secrets of S4 Capital team and business growth, and how overseas brands can succeed in China:

Mr. Alex Xu:?Original intention and vision of S4 Capital

Sir Martin Sorrel: S4 Capital is founded to solve the problems we encountered in agency work before. We follow four core principles: pure digitalization, data-driven business, entering the market in a faster, better and more efficient manner, and maintaining a single structure. Our vision is to change our work, become the first choice of digital creativity in the industry and achieve cooperation with greater business value.

Mr. Alex Xu: Positioning and plan of Media.Monks

Sir Martin Sorrel: In August this year, we upgraded the Media.Monks brand and entered the era of Media.Monks. Customers may benefit from all businesses of Media.Monks. All companies from any country/region, which have different capabilities and can create value for customers, are the object of our investment. For example, for TOMORROW from China, after the merger, the team increased by 300% and the business increased by 350%, and won awards in four categories, including two gold prizes, in Campaign Asia Best Agent of the Year.

Mr. Alex Xu: How Media.Monks help Chinese brands go global:

Sir Martin Sorrel: As a digital and creative partner, our Chinese team serves Huawei, Honor, Midea, Realme, OPPO and Nio and other brands to jointly explore the global market. As a global team composed of the best digital talents, we can predict changes in the field of technology and work harder for them when changes occur. In cooperation with Nio, we created an immersive virtual press conference to announce its plans to enter European market.

Mr. Alex Xu: S4 Capital team and the secret of business growth:

Sir Martin Sorrel: Our team grows rapidly, healthily and organically through human care in a socially responsible manner. We provide employees with first-class insurance and training plans and provide new parents with at least 90 days of fully paid paternity leave. At the same time, employees may choose to work in offices around the world they want for 28 days. Giving back to society is one of our core values. We do good for the people and society and establish full contact with employees and communities, so talents and customers with the shared values choose us.

Mr. Alex Xu: How can overseas brands succeed in China:

Sir Martin Sorrel: To win a market, you must first understand and respect it. For brands, understanding the market, culture, people and society is a good starting point. With the rapid development of China’s economy, Chinese brands are (or will soon become) your biggest competitors. Learn from them. Chinese consumers are becoming more and more mature, they are proud of culture, they shape the trend through brands.

Roundtable dialogue | Looking at the Milky Way: From aerospace spirit to national brands

ZhiYong Hu, Dongfanghong series satellite research expert and research fellow of China Academy of Space Technology

XinYu Li, rocket technology expert and Vice President of Beijing Zhongke Aerospace Technology Co., Ltd

YiGuang Chen, Director of CASCI, China Aerospace Construction Group Co., Ltd.

China’s aerospace is greatly improving the cultural confidence of all the people. Aerospace science and technology has entered the public life, and the aerospace spirit encourages the young generation to forge ahead. In this context, CASCI invites a number of aerospace experts to share the roundtable dialogue of “From aerospace spirit to international brands”.

ZhiYong Hu, Dongfanghong series satellite research expert and research fellow of China Academy of Space Technology

At present, China’s aerospace has led global development in some aspects, which is the result from the contribution of generations of aerospace workers. Adhering to the aerospace spirit of loving the motherland, seeking truth from science, helping each other and daring to challenge, they are still making unremitting exploration. I think the aerospace has an unlimited prospect. Space technology belongs to the era of young people. The change of knowledge system provides opportunities for young people. In the era of commercial satellites, many enterprises have established profit models, but the aerospace business still needs further exploration by several generations. There is a long to go.

XinYu Li, rocket technology expert and Vice President of Beijing Zhongke Aerospace Technology Co., Ltd

China started its aerospace relatively late, mainly due to strict requirements, great investment and high risk. Today, we find many application prospects of aerospace business. Space economy is the mainstream economy in the 21st?century. We believe that science can change the world, make space accessible to the general public. We serve the aerospace course with best endurance, fighting capability, tackling capability and dedication, so as to bring about technological changes to the public and create huge benefits and economic growth points.

YiGuang Chen, Director of CASCI, China Aerospace Construction Group Co., Ltd.

The development of aerospace culture needs to go hand in hand with the development of aerospace technology in order to help the sustainable development of aerospace IP. The commercialization of aerospace industry needs the cooperation of multiple brands, including guiding and cultivating teenagers. We have made many attempts to visit schools and observe the rocket launch. CASCI hopes to promote China’s aerospace culture in the popular form and hope that more partners can work together to create the future of aerospace culture.

Gather celebrities and enhance value

Michelle Chen, GroupM CiRCLE Business Director

Ms. Michelle Chen, GroupM CiRCLE Business Director, shared the layout and innovation of GroupM in the field of celebrity marketing. She said, “Celebrity endorsement is still one of the important marketing strategies of the brand, so we need to do a good job in terms of ‘combined marketing’. The celebrity evaluation model CVES created by CiRCLE guarantees the celebrity marketing from four dimensions, including brand fit, future potential, insight into the circle of fans and risk background check. We believe that everything starts with the media and ends with the media. The ‘combined marketing’ of celebrity marketing is essentially the overall integration of media content and links, can efficiently empower both brands and products to realize value transformation. With the cross-industry cooperation, CiRCLE has obtained in-depth insight into the cross-industry population. We hope to offer you the integrated marketing and establish long-term asset services for the brand with our professional data capability and in combination with the major advantages of GroupM in the fields of media, content and social marketing!”

Roundtable Dialogue | What is the future of brand building in the light of the sustainable development goals?

Chong Yu, Chief Representative of WildAid in China

Ye Zhu, Deputy Director of Sustainable Development and Procurement, Budweiser China

Junice Yeo, Executive Director of Eco-Business

Richard Brubaker, Executive Director of Collective Responsibility

ESG (Environment, Society and Governance) has become a hot topic for investors in recent years so that the sustainable development plan consistent with the brand positioning will create more business value for the brand. Sustainability support is provided in terms of public recognition and brand image building. The roundtable dialogue focuses on ESG-related issues and sustainable development goals of the brand.

Chong Yu, Chief Representative of WildAid in China

WildAid focuses on protection issues. In recent years, we have been cooperating with the government, celebrity, media and enterprises to convey the information about the wildlife protection and environmental protection to the public, achieving amazing market feedback. We are a bridge, translator, and promoter to deliver global policies and information about environmental governance to the public and enterprises, and actively promote ESG investment, such as low-carbon consumption and production. Through the analysis on these policies, we can promote the policies to the public, and then affect the enterprise to take actions in these fields. In addition, we hope to screen and publicize the best ESG practice cases, and also facilitate some ESG projects to create positive social impact and inspire more innovation in products and services.

Ye Zhu, Deputy Director of Sustainable Development and Procurement, Budweiser China

As a beer enterprise with a sense of social responsibility, Budweiser China is speeding up its steps toward “sustainable development”. In the process of beer production, manufacturing, transportation and sales, each link may have an impact on the environment. Therefore, since 2018, we have laid out four pillar sectors: smart agriculture, water conservation, recycling packaging and climate action, to promote the achievement of sustainable development goals. Sustainability is not just part of our business. Instead, it is our business itself. At present, consumers have also begun to pay attention to the problems in these fields. Doing a good job in these fields is not only beneficial to the brand, but also contribute to the prosperity of the community. We hope to explore a better future of sustainable development with you.

Junice Yeo, Executive Director of Eco-Business

Eco business is a well-known media in the ESG field, serving clean technology, smart cities, responsible enterprises and sustainable development communities in the Asia Pacific region. Over the past decade, we have been focusing on news and information regarding SDG and ESG, concentrating on stories and news in this field. A study shows that 89% of Chinese companies understand the sustainable development goals (SDGs), but only 42% know how to evaluate the goals and practices of SDGs. We are trying to help these companies focus on really important areas.

Richard Brubaker, Executive Director of Collective Responsibility

ESG and sustainable development are very hot topics. At present, they are new in China. We have formulated some different policies to help the development of Chinese enterprises. I have defined and acted on ESG in my previous work everywhere. I have 20 years’ experience in working and living in China. China has begun to have its own ideas and solutions for ESG. That’s the charm of ESG.

Exploring new marketing of mobility scenarios

Yun Ye, Vice President of?Lilicheng Media

Lilicheng Media?is created by Didi Chuxing. As a leading mobility platform, Didi Chuxing has been continuously strengthening its capacity in the fields of technical algorithms, services and security to provide users with a better mobility experience. “But this is not enough. Inside the car, many needs of users have not been fully met, and there is a lot of things we can do”, said Mr. Yun Ye. With the advantages of Didi Chuxing, Didi has a new mission to lay out a medium video content platform based on mobility scenarios, so Lilicheng Media is created to provide content and services to passengers through the in-vehicle screen. In the coming era of autonomous driving, the mobility space will also be re-defined and the trend of mobility scenarios will be inevitably based on content, entertainment and service. We will always adhere to our mission and goal to make mobility more than mobility.

Li Chen, General Manager of Commercialization of?Lilicheng Media

The birth of Lilicheng in-vehicle screen has caused the exploration of a new marketing model for mobility scenarios. Based on self-produced content, Lilicheng Media will link the three terminals of in-vehicle screen, main APP and in-vehicle space, and establish an in-depth marketing scenario of advertising as content, advertising as service and advertising as experience for the brand based on mobility scenarios. Ms. Li Chen said, “advertising as content” is to hope that the information as conveyed by the brand can meet the needs of users. Watching a brand video in the car is the same as watching a content video. We can played the video up to 10 minutes. “Service” is to recommend surrounding and relevant brands based on the user’s mobility destination. “Experience” is to penetrate the whole mobility link of users, enable the brand information to accompany every link of users’ mobility, and allow users in different cities to have different ride experiences.”

Roundtable dialogue | Brand innovation in the new era of consumption

As a new group of mainstream consumers, Generation Z endows more innovative vitality and unknown potential to the commercial market, from lifestyle, to the pursuit of high-quality content, or unique values and market judgment. The roundtable dialogue focuses on the consumption scenarios of Generation Z and discusses how to grasp the consumption market of the younger generation through business breakthrough and realize business innovation and development.

David Du, Vice President of Huatie Media Group Co., Ltd.

“Media + scenario” has gradually become an important variable to promote the integrated media development. Always driven by innovation, Huatie Media integrates product brand + product experience + commodity sales on the high-speed train in view of the current market environment of more brands, more media, more consumer needs and less consumers’ attention, and creates a closed-loop integrated marketing eco chain for the brand in the whole process from advertising release to audience interaction, to product experience and then to product sales, and “transform other people’s stock into its own increment”. In addition to the integration of online and offline channels based on big transportation media, Huatie Media is also constantly exploring in-depth integration across fields, channels and platforms, helping transfer, guide brand value, and helping more brands to become bigger and stronger.

Karen Pu, Chief Market Officer, Shanghai Jahwa

Shanghai Jahwa adheres to the consumer-centered principle, empower the product R&D with technological innovation, drive consumer demand insight with big data, and promote product innovation in an all-round and multi-dimensional manner. At the same time, Shanghai Jahwa continues to promote the rejuvenation of the brand, combines the centennial brand heritage with the hot topics of the times, and effectively reaches the target consumer groups through joint branding with the IP popular among young people and high-quality content marketing.

Figo Zhang, founder and Managing Director of Feliz Group

Generation Z marketing has three characteristics: first, social attribute since Generation Z is born with the social media environment; second, spiritual consumption driving physical consumption. When combined with popular IPs, they will be willing to spend more money to meet spiritual power; third, beauty. Many brands are designed to meet the young people’s pursuit of beauty. In the current era of standing out and seeking common ground, Generation Z wants to be recognized and to be different from others. Therefore, it is an inevitable choice to develop private sphere, maintain the existing stock, find different links and expand the diversified increment.

Yuan Jiang, Partner of SODA Architects

Now, our core is to layout offline scenarios and focus on increment, especially attention increment. The increment of physical space is to give customers a reason to visit us. That needs us to provide customers with a more attractive and good experience through their own creative design. Therefore, we will build offline scenarios which are more attractive, have better quality and are better able to convey brand characteristics, and use space to link online and offline so as to achieve the goal of growth.

Data Empowerment, Brand Leadership

Candy Deng, Brand and Media Operation of P&G Greater China

Deep insight into consumers is the basis for P&G to launch all innovation and strategies. Building a brand does not only rely on intuition, common sense and insight. According to Candy Deng, President of Brand and Media Operations of P&G Greater China, we should understand consumers through data and reach them. The combination of big data and small data can help brands tap consumer insight and further empower brand building.

First, empowering product innovation. For example, through the analysis on social data and consumer demands, we launched the “anti-glycation and yellowing reduction” OLAY anti-glycation small white bottle, setting off a new trend of skin care. Second, empowering brand strategy. For example, through survey, P&G found that 68% of people bent over to wash their hair, making the scene of using conditioner troublesome, so it launched more convenient wash-free conditioner to accurately solve users’ pain points. Finally, empowering omni-channel operation. We realize the “connection” of people, goods and warehouse through data, layout omni-channel operation, and help the rapid business growth. In short, data results in more intimate products, more considerate brands and more worry-free marketing.

Roundtable dialogue | The new era of consumption with the rising domestic goods

The improvement of China’s comprehensive national power has driven China’s cultural confidence and cultural return, setting off a trend of “domestic goods”. The rise of domestic products can not only make us more culturally confident, but also highlight the quality strength of Chinese brands. In order to win the favor of consumers, product diversification and brand affinity are indispensable. The roundtable dialogue focuses on topics such as “domestic brand upgrading” and “how to achieve brand resonance and value growth”.

Mingyang Sun, Chief Operating Officer of LILY

The rise of domestic goods is inseparable from the suppliers and consumers. Chinese brands have always been good at making products. Now, Chinese brands are performing well in terms of product, marketing and brand construction, which not only meets the needs of Generation Z, but also conforms to consumers’ feelings for the country. Many factors help the rise of popular domestic brands. In the past, the brand covered the product, and now the consumption covers the brand. The omni-channel layout is only an update on the path. What remains unchanged in the creation of brand power is to take the product as the cornerstone and create products to solve users’ pain points on the premise of sufficient understanding of consumers, which is the original driver for the long-term development of the brand.

XiaoWei Xue, NEIWAI Brand Director

First of all, a major premise is that there was no so-called popular domestic goods in the past, not because the previous domestic products had poor quality, but because two important external reasons have changed in the past few years: first, consumers have more cultural confidence, which directly results in consumer confidence; and second, the support of e-commerce and social media platforms can give consumers who previously needed to be reached through printed media, TV and outdoor media a more personalized way to understand new brands.

From the perspective of domestic brands, I think the rise of domestic products is due to three changes: first, products. Domestic products used to focus on functionality / high cost- performance ratio/ practicability, but now we are making more and more efforts in aesthetics, design, sustainable development, and even humanistic care and humanistic spirit. For overseas brand products we used to be familiar with, we can now find domestic products that are closer to the use habits of Chinese consumers and have high cost-performance ratio to replace them in almost all fields. I think this is something we are all proud of. Second, brand awareness. More and more domestic brands are beginning to pay attention to brand building by building and turning from kinetic brand to potentiality brand. Third, talent. The accumulation of excellent talent and experience provides sufficient conditions for brand building in terms of talent and innovation.

Xing Yi, CEO of Beijing Aspiration Advertising Co., Ltd. and Co-General Manager of Zhewen Interactive

Given the great change in marketing communication environment, all marketing practitioners are actively looking for the way to get away from the situation. Aspiration has been continuously developing and exploring advertising marketing. With its own cutting-edge technology and abundant experience, it has a deep insight into the industry trend, making it the leader in the digital marketing industry. In the past, brand and effect were separated. Now, the boundary is becoming more and more blurred. The frequency of accurately reaching users is of great importance. As sales of brand effect, we need to repeatedly process creative content. How to combine the core of the brand and products with the richest content and creativity to accurately reach the most suitable users and cause resonance is a proposition that we all need to think thoroughly.

Kui Shi, Chairman of Guangzhou Maya Culture Communication Co., Ltd.

Maya Culture is well versed in the transformation of marketing technology and mode. It closely follows the development trend of the marketing era, focuses on products and scenarios, continuously tracks market changes through continuous precipitation of user marketing means, causes users’ resonance with the help of content co-creation, and promotes the brand to stand out, thereby providing better marketing solutions and most updated strategic solutions for the brand.

Yan Zhang, General Manager of Zhihu Commercial Market

Kantar recently conducted a consumer survey: how to buy new consumer brands? We found that the content platform is the preferred channel for users to understand domestic brands. The brand may face a problem in the marketing process, i.e. how to meet high-density information with effective and accurate transmission of information simultaneously. As a Q&A platform, Zhihu has natural advantages in creating content and facing the needs of consumers. The brand may successfully transmit marketing information and have a very high conversion rate. In the new era of consumption, the short, plain and fast characteristics make the brand/product gradually labeled. From the perspective of brand sustainable development, planting trees in Zhihu and forming more structured information are indispensable for brand development.

Roundtable dialogue |“Marketing anxiety” in the market from the perspective of E-Sports category

With the improvement of the overall environment, the channels for Generation Z to obtain information are becoming more and more diverse, so are the content forms. E-Sports, defined as “new sports for young people in the era”, has become the marketing breakthrough closest to young people. For all brands, how should an increasingly abundant traffic pool be laid out? How will all parties in the E-Sports ecology meet the demand challenges from the market? Let’s see how the first mobile E-Sports answers:

Yang Xiao, Director of Tencent Interactive Entertainment TIMi ESPORTS and Secretary-General of KPL

E-Sports has become a future trend and is an indispensable part of the sports industry. E-Sports not only encourages more people to pursue their dreams, but also promotes the growth of the whole industry in terms of output value and scale. It is of positive significance to the integration and development between digital economy and real industries. In the long run, the sustainable development of E-Sports industry is very promising.

Yan Zhu, Brand Media Director of iQOO

To win the recognition of Generation Z, we must first understand the characteristics of this population. In the field of consumption, a major consumption feature that distinguishes Generation Z from its predecessors is the high interest in paying and the obvious stratification. Generation Z growing up in the Internet age shows more diverse interests and are more eager to get a sense of identity and belonging. In the cooperation with KPL, we deeply participated in it as co-builders. iQOO also gained a number of cool customers with its top performance + top E-Sports. We hope to gain something next year favorable to E-Sports and join hands with more cooperative brands to jointly create and build E-Sports eco-system from E-Sports equipment, event support, club player, fans operation and other dimensions support and help the vigorous development of mobile E-Sports industry. That’s also iQOO’s vision.

HouYun Deng, President of FosunSports

At present, Fosun Sports has formed a diversified global sports industry layout with football clubs, E-Sports clubs and sports IP operations. In the future, it will rely on its own global resources to strengthen brand operation, refer to traditional sports training and management experience, continuously improve the Wolves Team’s competition level, brand influence, fans experience and commercial value, and strive to build it into a more influential E-Sports club brand.

Seth You, Senior Vice President and Head of Commercialization Division of VSPN

VSPN is not an ordinary agent. The growth of the brand doesn’t rely on business data alone. We will work with brands to formulate E-Sports marketing communication plans. Our goal is not only the empowerment and promotion of business value. We also hope to create a new ecology of the industry with our partners.

Generation Z, they have grown up

ZhenShan Ma, Executive Vice President of Chery Jaguar Land Rover, Executive Vice President of Jaguar Land Rover China and Chery Jaguar Land Rover IMSS

Mr. Zhenshan Ma said, “Generation Z is a generation that no longer has a national model. They no longer have a standard answer to their expectations for their ideal life. Jaguar Land Rover will gain insight into Generation Z from the three aspects, including concept, feelings and vision, and win the recognition of Generation Z. We always adhere to the brand mission, abide by the brand commitment, uphold the core values, stick to the brand essence, and work together to create an excellent product and brand reputation for Generation Z with customers as the center and products as the anchor point.”

Xiaohongshu·Brand Front

Xiang Sheng, Head of Xiaohongshu Brand Marketing Strategy Center

In this changing era, according to Xiaohongshu’s Commercialization Team, if we want to provide better services to the brand, we need to return to the essence of the brand to solve problems and deliver really good products and services to users. Ms. Xiang Sheng, Head of Xiaohongshu Brand Marketing Strategy Center, said that with the diversification of content, xiaohongshu’s users are becoming more and more diversified. Therefore, Xiaohongshu has created a brand-new marketing methodology for the brand - IDEN methodology, namely: Insight (insight into needs), Define (Define products), Expand (Expand the category) and Advocate (Advocate the brand).

Today, on the platform of Xiaohongshu, we predict the results through big data in the early R&D and planning. We introduce high-quality users, constantly accelerate the market strategy, and continuously optimize the brand. By helping the brand better communicate with consumers, we can affect consumption decision-making. Xiaohongshu is the position of the brand, which may provide a solid consumer cornerstone for the brand. The content in Xiaohongshu is a valuable brand asset, which may add value to the brand and reduce the cost of customer acquisition.

The power of business, and the highland of brand

Jacky Yang,?Chief Product Officer of Wanda Media

“As consumers are more willing to pay for experience and emotion, offline business scenarios return to the field of brand vision. Experience-based formats are favored by consumers, showing a stronger driving force.”

At the scene, Mr. Jacky Yang added, “Wanda Plaza is not only the largest offline chain consumption scenario in China, but also a model of experience-based business format. It is the natural soil for experience and social attributes to shape brand communication. Next, Wanda Media will integrate the rich resources, both internal and external, of Wanda Group from the four aspects, including new insight, new channels, new tools and new experience, and facilitate the empowerment of the brand marketing in the era of ‘new scenario’ to turn the products into a brand and a long-lasting brand. We will use the power of business to occupy the highland of the brand.”

Generation Z, new scenario, and decentralized content marketing practice

Yefeng Zheng, Vice President & Chief Creative Officer of Rainmakers Group and President of Lightmakers

According to Yefeng Zheng, Vice President & Chief Creative Officer of Rainmakers Group and President of Lightmakers, if you want to communicate with Generation Z, you need to get rid of heroism, because everyone is a hero of this era. Yefeng Zheng said at the scene, “For the new scenario of Generation Z, we should ‘de-centralize and read their mind’. Due to the changes in the communication environment and audience groups, social media has become the core position. The immediacy of content creation and the one-time consumption of content have submerged the existing operation mode of advertising companies in massive content requirements, and the core competence of creative companies is also changing. Rainmakers insists on more than producing content creativity, and pays attention to the creativity and empathy of the brand, and build a variety of experiences with users to obtain the inner resonance of users. We should do a good job in decentralized communication from the five control points, including anchor, incentive and atmosphere, and create decentralized co-creative content marketing with warmth as the core.”

New scenarios + New rules, brand marketing for Generation Z

Tian Liu, Vice President and Chief Strategy Officer of Wuyou Media

Mr. Tian Liu served as the moderator of the roundtable dialogue, and gave a speech titled “New scenarios + New rules, brand marketing for Generation Z”, and conducted in-depth discussion on multi-level topics such as the definition of Generation Z, how to maintain insight into the target group and how to communicate and create dialogue with Generation Z, so as to offer an open class marketing course on Generation Z for the guests.

Xiping Liu, Chairman of Weber Shandwick China

Generation Z in China is an aboriginal in social environment, and they are more concerned about social hot spots and practical problems. How to accurately understand the needs of Generation Z? First of all, we should pay attention to the guidance of the government, interpret the guidelines and policies, and seize the marketing opportunity. Secondly, in the face of this group of real and vital young people, we should not characterize them with definitions and labels. They want sincere and frank communication. Finally, we should maintain curiosity, face new things with an open mind, get along with young people of Generation Z, and enable Generation Z to trust the brand, thus releasing greater value.

Vivian Li, General Manager of Communication and Public Relations, P&G OLAY Greater China

Generation Z loves beauty very much. If they are not beautiful, they would rather die, because beauty is justice for them. Going out without makeup is a manifestation of embarrassing stories in public. At the same time, they also pursue rationality and science, and they show a very optimistic attitude towards consumption. Living in the era of consumerism, they see the prosperity of materials and pursue different things. In order to obtain their desired brand or product, they are willing to work harder. Therefore, Generation Z is a group of people with “physical attraction and intelligence”.

Zeyu Zhang, Head of OPPO Digital Marketing

Generation Z likes sincerity, which requires that when making products, we should find people who really understand to take charge of them. For future marketing, we must partner with those showing rich interests and communicate with them on the equal basis, rather than preach in the capacity of brand. Livestreaming and fine operation are the cornerstone of the brand, but content operation means the competitiveness in the future. In the era of social media, communication media, communication channels and traffic have changed, with the relationship between brands and consumers remaining unchanged.

Naiying Wang, TikTok creators with millions of fans, Musician

Many of my followers are of Generation Z, and many of them were born in 1997-1999 or even post-2000. They pay for fun. They are not interested in advertising. However, we are faced with the rigid requirement that we had to sign contracts for advertising in order to make realization. As a result, considering how to strike a balance between business needs and user preferences, in which state the tonality of content and good visual expression form a good atmosphere. Both talent and brands are actually shouldering certain social responsibilities to convey the concept of healthier and more positive energy to the public, thus making everyone lived a happier life.