#ConnectedByCreativity is the first online festival dedicated to the China-UK cultural and creative relationship. The festival is organised by the British Council, the UK’s international organisation for education and culture, in partnership with the UK’s Department for International Trade and Chengdu Foreign Affairs Office, and will see over 80 cultural performances and projects staged online throughout October, with support from VisitBritain, VisitScotland, the British Embassy in China and China Visual Festival.

Matt Burney, Director of the British Council China tells us more about the festival.

Why did the British Council decide to hold this festival now?

In developing #ConnectedByCreativity, the British Council sought to overcome the challenges artists, institutions and audiences face in connecting to one another at times of physical distancing and travel restrictions. We want to support connection and build trust despite not being in the same room. In seeking a solution, we decided to create an online festival to expand the reach of performances to new audiences from both countries. It is to show how arts and culture, while it can’t find a cure for the challenges we are facing at the moment, will play an important role in bringing people together, and helping our societies recover, allowing them to forge greater trust and understanding between people.

Samsara by the Aakash Odedra Company

What are the main aims of the festival?

China presents a huge opportunity for the UK creative industries, and the UK must continue to actively showcase and build new audiences to grow demand. Through this digital festival, we want to celebrate and showcase the vibrant cultural and creative talent from both countries to allow more people to see, experience, and appreciate it. We want to inspire and develop increased interest among Chinese audiences in UK arts and culture; refresh and challenge audience’s perceptions of the UK, and build trust in the audience of the UK and support prosperity and security around the world.

What have you learned about creativity whilst putting this festival together?

In terms of our ongoing connection in the creative industries between the UK and China, I think that we are all now in a new landscape, as we operate in a more digital way. This is why we are having an online culture festival (from 1 -21 October) – it creates an online platform for cultural and creative exchange.

I would really like to see more of these creative collaborations between China and the UK going forward. If we can have more artists from the UK and artists in China digitally collaborating, that’s something we’re looking to do through a digital campaign like #ConnectedByCreativity. It’s previously been running in an offline way, where artists in China could meet with artists in the UK and vice versa. And so now we are looking to develop a digital version of connections, through culture, where we’re creating an online space for artists in the UK to collaborate with artists in China digitally and to share ideas together with a view that they may produce new work or can’t produce new work together, and with the view that later when travel restrictions are lifted, that those artists may then actually visit each of those countries and work on something further and bigger together.

We’re creating an online space for artists in the UK to collaborate with artists in China digitally and to share ideas together with a view that they may produce new work

What programmes are you most excited to see?

Donnie Duncan in the Swan Lake Bath Ballet. Photo by Marne van Opstal

We are really impressed by the cohesive cooperation between Chinese and British artists. For example, Samsara is the new production of Aakash Odedra Company which we are going to showcase in #ConnectedByCreativity this week. It’s a choreographic and performance collaboration between Aakash Odedra (UK/India) and Hu Shenyuan (China). Samsara draws upon their personal spirituality and the vast histories, philosophies and cultures of the ancient neighbouring civilisations of China and India. We would love to have more choreographers from China collaborating with British choreographers producing new works together.

Another vivid example is the Swan Lake Bath Ballet. Set to Tchaikovsky’s famous swan theme, 27 elite ballet dancers from renowned dance companies perform a modern-day Swan Lake from their own home baths. Award-winning choreographer Corey Baker worked with dancers across the globe to choreograph and film the Swan Lake Bath Ballet completely remotely during the Covid-19 pandemic. We think it is a very persuasive example of how artists can work together despite the travel restrictions for all of us.

For more information visit the British Council ConnectedByCreativity website  

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In a bid to counter the growing volume of fake news and online fraud, China’s cybersecurity administration stepped up the control of online content on March 1^st.

A new set of regulations took effect warning content creators and their platforms that content that seeks to “hype” news stories including scandals and official wrongdoing or “improperly comments” on major news events will result in the deletion of user accounts.

To counter fake news and online fraud, on March 1^st China’s censors stepped up their war on online content

The new rules fall into three categories:

• Encouraged: Spreading and explaining Party doctrine, with “Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era” listed as priority number one; spreading the core Socialist values, and increasing China’s international influence.
• Negative: Sensationalising headlines; sexual innuendo, suggestion, or enticement; gore and horror; and incitement of discrimination. This is harder to define, as increasingly more internet users are creating their own content.
• Illegal: Content endangering national security, divulging state secrets, subverting the national regime, and destroying national unity; content demeaning or denying the deeds and spirit of heroes and martyrs; content promoting terrorism or extremism, and content inciting ethnic hatred or ethnic discrimination.

This newest document on the online ecosystem integrates pre-existing regulations.

For more information on the internet in China contact Mark Hedley 

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“New Retail has become a phenomenal term that’s been discussed and executed by a diverse group of businesses,” says Demi Ping, CBBC’s retail and e-commerce sector lead. “For instance, major e-commerce platforms have launched offline lifestyle showrooms and convenience stores, and brick and mortar shopping centres have introduced technologies and mini-apps to track shopper’s visiting routes and shopping preferences through their free Wi-Fi access, which will then be adopted in their data analysis to help operators improve the shopping experience and manage in-store product display.”

Espoused by Jack Ma, New Retail has been used to install Alibaba as China’s foremost e-commerce company and the market’s leading New Retail contender. For giants such as Alibaba, New Retail effectively functions as ‘online going offline’[1]. Alibaba’s dominance of Chinese E-commerce has provided the company with the necessary resources and raw data to fully exploit such offline opportunities. Indeed, Alibaba has seen massive success with its investment in supermarket chain, Hema – dubbed the “Pathfinder of Alibaba’s New Retail”. Hema’s success has enabled Alibaba to make fast inroads into China’s fresh produce sector.

Whilst investments on the scale of Alibaba’s are not practical for the majority of businesses, smaller businesses are finding other means to establish a foothold within, and redefine China’s New Retail offering. One of these is Pinduoduo.

This social touch will create an e-commerce space that focuses on sharing and network building, rather than simply selling products to the end-user

Pinduoduo caters to the lower-end of China’s e-commerce market but since its founding in 2015, has successfully adopted many innovative New Retail strategies, winning the title of “fastest-growing App in the history of the Chinese Internet”.

Pinduoduo’s name means ‘shop more together’ and this is exactly what they encourage by offering discounts on bulk purchases and offering rewards when users encourage others to download and share the app. Pinduoduo’s marketing strategy is very much built around a model of viral incentives which keeps sales momentum high by creating a social feel.

The company’s success is rooted in its geographic focus on third and fourth-tier cities, areas other e-commerce players have largely ignored. These less saturated markets have allowed Pinduoduo to gain an impressive 109 million monthly active users as of December 2018.

“Consumers aren’t looking for another Tmall, so brands should focus on having a social touch,” explains Raymond Phang, Global Business Manager of Very Star. This social touch will create an e-commerce space that focuses on sharing and network building, rather than simply selling products to the end-user; an altogether more holistic and innovative model of retail in comparison to traditional approaches.

With a focus on lower-income areas, Pinduoduo’s shared buying strategy not only lowers the overall cost to consumers but also turns shopping into a cooperative exercise, creating a sense of community and growing Pinduoduo’s online footprint.

Pinduoduo’s clever use of WeChat Mini Programs (MPs) has been “the driving force behind the success of Pinduoduo, combining the powerful network effect of WeChat with Chinese consumers’ love of a great deal” says Sam Deacon, Chief Commercial Officer of Samarkand Global. WeChat has developed into a “diverse ecosystem where users interact directly with your brand,” says Deacon.

WeChat MPs are a much more effective proposition for British companies than simply listing a new product on an e-commerce website, says Phang. The use of WeChat MPs makes life much simpler for any China market entrant. Not only is WeChat looking to expand the use of these, but the development of MPs is low cost and doesn’t necessarily require significant advertising to succeed.

DNBX is a British cross border e-commerce company connecting British brands to Chinese consumers. At the end of 2018, they opened a physical store in Guiyang with support of a Free Trade Zone and the local government. The products are seen in the offline store and then bought online via the DNBX site, allowing customers to benefit from cross-border e-commerce tax incentives.

“An unknown brand can get some traction online but it certainly needs to push its e-marketing,” says Liam Hannagan managing director of DNBX. “But with an offline store, customers can try them on, take pictures with products and share the information socially,” he says. It gives smaller brands the opportunity to get into the Chinese market by moving from offline to online. DNBX also helps brands register their trademark and set up a WeChat presence, creating a one-stop-shop for brands looking to get into China’s booming New Retail market.

British House in Beijing offers online and offline shopping from some of Britain’s biggest brands

The British House in Beijing also has a physical offline store which sells high-end British products via cross-border e-commerce. They created a MP in just four weeks, and this now accounts for 20 percent of all their online sales.^[2]

“Mini Programs take approximately 20 percent of the time and cost that native apps take build, so establishing an e-commerce shop as a mini program can be the easiest way for UK brands to establish an initial direct sales route online in China,” explains Scott Muir, founder of digital marketing agency Regroup-media.

A combined use of New Retail, and an online-offline strategy with WeChat Mini Programs are not only helping British brands to enter the Chinese market but are opening up whole new areas of potential for e-commerce.

Written by Patrick Allum.  For more information on retail contact Demi Ping in China on demi.ping@cbbc.org.cn

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What are Mini Programs?

Launched in January 2017, WeChat’s Mini Programs (MPs) provide an important link for user and businesses, by providing an accessible and powerful way to consume products and services through the WeChat platform. WeChat contains a variety of key features that provide personalised services such as e-commerce and mobile payments linked to social media.

WeChat ecosystem

MPs are mobile apps built for and within the WeChat platform. There are MPs for things like travel, games, food delivery, shopping, event sales and much more and they are often found through online sharing and offline QR-code scanning.

Interface of WeChat MP with services Video depicting the social applications of WeChat MPs

MPs that go viral are typically those that have an element of gamification, and use reward-based incentives as a tool to quickly scale the product.

Google China has created a viral sketching game in MP Game

Selling socially

Whilst e-commerce (especially cross border commerce) has become a hot topic among global brands entering the China market, it is ‘social commerce’ that is increasingly the new trend in the market. Gradually, more and more offline purchases are being influenced by recommendations made through socially driven, highly interactive online experiences.

This integration acts to boost the online buying and selling cycle and has given birth to an ecosystem in which commerce is embedded into social interactions and social networks have turned into multi-dimensional experience platforms.

Social networks’ potential to generate viral activity, combined with the trust these networks generate, is the key driver in motivating users to purchase products and services. It is this herd mentality, or FOMO (Fear of Missing Out), that feeds the development of particular trends and fashions.

More and more offline purchases are being influenced by recommendations made through socially driven, highly interactive online experiences.

Compared to traditional mobile websites the MPs provide a simpler user experience, increasing accessibility both online and offline. For example, scanning a QR code in a store can provide a discount code or offer from the MP.

Mobile payments are seamlessly integrated via WeChat pay, meaning no third party payment gateways are needed, which reduces fees and increases speed. And MPs have many more traffic sources including:

• MPs Nearby Feature
• Sharing to WeChat Friends
• Sharing to WeChat Groups
• WeChat MPs linking to Moment Ads
• Scanning Mini Program QR Code
• Official Account Article Syndication
• MPs linking to Official Accounts
• WeChat MPs linked with e-coupons
• WeChat Pay linking to MPs

Recently, Chinese eCommerce brands like JD.com, Meituan Dianping and Pinduoduo have been implementing even more innovative features within the MPs.

JD.com, a pioneer in social e-commerce in China. has been actively using and deploying WeChat MPs to facilitate social group buying, and have garnered an active user base in Tier 3 and Tier 4 Chinese cities through marketing incentives and education. As such activity develops the understanding Chinese users already have on how to purchase through a MP, it also better allows global brands to target their Chinese consumers.

The prevalence of social commerce, at significant scale, via a decentralised platform like WeChat, enables MPs to be an important element in the ecosystem. As this area grows, the strong and dynamic interactions between users and businesses that MPs encourage could encourage global brands to build their brand awareness and sell their products and services more creatively to Chinese consumers.

The benefits of a WeChat Mini Program presence

Access to a large user base reaching deep into new markets in China

WeChat has more than 1 billion users globally. Luxury brands on WeChat are able to reach that audience and effectively showcase their brand identity to potential Chinese customers in smaller cities, which are the future luxury hubs in China.

Clear conversion analytics and tracking

Luxury brands that engage in WeChat advertising are able to clearly track ad conversion metrics such as profile views, the click-through rate and ad conversion rate. Brands are able to utilise this information to craft effective digital marketing strategies for seasonal promotional campaigns.

Online-to-offline integrated marketing

WeChat has many features and functionalities such as WeChat official accounts, Moments Ads and Mini Programs. All these online interactions are able to be integrated into an offline environment. A luxury shopper can preview product information online through a MP, book a VIP appointment online or be invited to preview exclusive products and services offline in a speciality store.

Social interactivity within WeChat

WeChat’s biggest strength is social. Hence, luxury brands can generate a personal and interactive relationship with users through the use of social and gamified marketing tools. For luxury customers, the ability to connect to brands at an intimate level is critical. This is especially true when consumers are accessing the information digitally or through social recommendations from their friends and peers. The perceived affiliation with luxury brands strengthens overall brand engagement and loyalty.

Full control of brand identity

Luxury brands have full autonomy and flexibility in building their own brand identity on WeChat. They are empowered with WeChat’s tools to create creative and interactive content to engage luxury consumers.

WeChat features such as Brand Zone enable luxury brands to effectively illustrate their brand’s story and allows users to share exclusive content with their social networks. Other functionalities such as Digital Concierge allow consumers to directly contact brands if they have inquiries or need assistance.

Luxury brands such as Dior and Tod’s have all built up their own branded WeChat stores with an integrated suite of buying and support services. Hermes also set up a support channel on a MP to assist before and after sales support. Customers could also pre-book an appointment to view favourite items.

Five types of social selling 

Limited time offer

MPs that deploys flash sales or ‘Limited Time Offers’ generate viral interest to attract consumers. For consumers, the ability to obtain a good deal is psychologically addictive and spurs strong consumer buying desire. Such strategies will often attract a large and targeted audience, generating high volumes of brand awareness and marketing for the products being sold.

For consumers, the ability to obtain a good deal is psychologically addictive and spurs strong consumer buying desire.

This strategy works best for those luxury and premium brands that effectively display their brand identity in the MP.

A good example of this was a partnership between social influencer Mr. Bags and handbag brand Tod’s. Within six minutes of launching the WeChat MP shop, more than 300 of the US $5,000 bags were sold.

Mr. Bags partnership with Tod’s to launch on MP

Price sensitive MPs

Relying on network effects to bring traffic and awareness to the MP, brands will offer users a significant discount if they successfully share or refer to their friends. This is followed up with further rewards such as discounts and complimentary gifts if the recommended friend then purchases a product.

Starbucks successfully implemented this model of social selling with a promotion in which a customer who bought a Starbucks coffee through the MP could pass on a limited number of discount e-coupons to friends.

Starbucks China discounted offers MP

Social group buying MPs

Another strategy sees brands invite groups of friends to buy in bulk volume in order to obtain a discounted price of complimentary items on top of their purchase. Users share the MP via their WeChat Moments, WeChat Friend network and WeChat Groups to garner interest amongst their network.

This type of social selling allows large amounts of users to share offers, and by putting the brand in front of a large audience can create impulse purchases.

Pinduoduo is a master of social group buying and is very successful in leveraging the power of social recommendations to acquire users and offer products at a significantly lower price. Their target audience is predominantly price sensitive clients and this form of MP works best for low to mid-priced products and services.

Social group buying is becoming more popular

Reward points MPs

Some MPs allow users to acquire membership points when they make purchases. As with many loyalty programmes, these points can then be used to get further discounts and exclusive offers. Carrefour China recently launched a reward points programme that promoted the latest assortment of fresh produce.

It is common to see Chinese consumers scanning QR codes in store, then purchasing the item and redeeming the reward points that they have. This “Scan, Redeem and Purchase” behaviour has drastically reduced queues in the supermarket and increased overall user experience.

E-Coupon/Card MPs

The ability to integrate coupons or gift cards to MPs is useful for user acquisition, engagement and loyalty. When the JD.com group buying MP was first launched, they introduced more than 50 kinds of E-Coupons where users would be given a 100 RMB coupon if they helped acquire four new users.

JD.com launching e-coupons within their MP

Shifting trends and psychology of Chinese consumers

Growing individualism means personalisation is key

Chinese consumers are increasingly prioritising brands that offer experiential products and express individuality, so MPs that allow the personalisation of products and services are popular. Through MPs such as Digital Concierge and other Premium VIP services, brands can offer personalised products and services that cater for this growing desire for exclusivity and autonomy.

Longchamp’s MP allows the personalisation of bags, whilst the Sergio Rossi MP allows shoppers to personalise the heels on their shoes according to their size and colour preferences.

Longchamp’s MP allows bags personalisation and Sergio Rossi’s allows customisation of heels.

Scarcity of time means elevating convenience

With the development of ride-hailing, bike-sharing and food delivery services, Chinese consumers have both saved time and become instantly available to a range of products and service offerings.

The fast loading time and clear navigation features of MPs allows users to quickly access products and services. Mobike’s MP allows users to quickly detect the nearest available bike through the MP’s location features. Similarly, Tesla’s MP facilitates user access to the nearest electric charging station.

Mobike Mini Program allows users to locate the nearest available bike

Tesla Mini Program allows drivers to locate the nearest charging station

Increasing social stresses means increasing gamification

Higher levels of social stress are driving China’s youngest generations to demand more informal interactions in both the virtual and physical world. The gaming aspect of MPs allows users to interact with their friends in a fun way whilst also granting them increased access to products and services through immersive social experiences.

The viral MP game “Tiao Yi Tiao”, in which users gain points by jumping on bricks, amassed 100 million users within the first two weeks of its launch in December 2017. Nike was the first to place in game ads, which generated significant brand awareness for their Nike React campaign.

Nike Ad Placement in WeChat Mini Game – Tiao Yi Tiao (Jump)

Global shopper mind set means providing a global marketplace

Chinese consumers are now global shoppers and are increasingly fully independent travellers who prefer to plan trips themselves, which – potentially – could include recommendations via WeChat. MPs that allow Chinese consumers to shop globally and buy products and services overseas easily are increasingly important.

A good example is the DFS Hong Kong e-shop MP; users can use this to shop while they are in China and then pick up from outlets in Hong Kong with added value and convenience.

DFS Mini Program provides a global marketplace for Chinese shoppers

Advantages of using Mini Programs

User Perspective:

• Users do not need to install (or uninstall) a MP like a native app.
• Users can access a variety of functional services such as watching videos and gaming in a MP.
• Users can save data storage space in their phone as each MP takes up only a maximum of 8MB space.

Brand Perspective:

• Brands can target and leverage a massive user base of more than a billion users.
• The development lifecycle of MP is much faster and easier to prototype and iterate than an app.
• It’s easier to market, discover and promote a MP through the WeChat ecosystem using tools such as WeChat Moment Ads, WeChat Official Accounts and WeChat Pay.
• It offers the ability to dynamically connect online and offline environment (O2O) through QR code activation.
• It can assist businesses in the process of digital transformation by offering quick to start and easier prototyping of digital ecosystems.

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