I’m Fred Raillard, Creative CEO, Co-founder and Creative
Chief Officer with Farid Mokart of FRED & FARID, a social,
content, tech solutions for brands company based in New York,
Paris and Shanghai. #FredinChina is an
essential social media podcast to know and understand the
world’s largest economy.
I fell in love with China, and live in Shanghai with my wife
and three sons since September 2012. With my teams at the FRED
& FARID Shanghai agency we monitor, analyze and decrypt
this ultra-connected China with nearly 800 million netizens by
sharing what we see, hear and read on Weibo, WeChat, Huaban,
Youku. I prepare this column with Zhuomin Qin from FRED &
Thanks to Zhuomin Qin, Feng Huang, Jalila Levesque, Jules
Chaffiotte, Radouane Guissi, Yi Zhang, Ying Zhang, Aliou Maro,
Tina Liu, Louis Caudevilla, Dushan Karageorgevitch, Jing Qian,
Jonathan Roy, Maxime Aubanel and Antoine Robin for their
participation to this chronic.
Click here to listen to all the podcasts.
Samsung Galaxy Note 7 faces its worst crisis in
The HotBrand of the week is Samsung, and for the wrong reasons,
due to a huge crisis. On August 24th and August 31st, two
explosions of the Note 7 were reported. On September 1st,
Samsung claimed that it was because of a battery and they
recalled the product fro 10 markets. However on the same day,
they maintained the launch of the Note 7 in China.
On September 18th, the first case of an explosion of the Note 7
in China was reported, and Samsung refused to admit that it was
their responsibility. They claimed that it was the
responsibility of the user. The Chinese user was so angry that
he sent his mobile to the Ministry of Industry and Information
Technology (MIIT), and after an investigation, the MIIT said
that it was the responsibility of Samsung. In the meantime,
other cases of explosions were reported in China, and on
September 29th, Samsung decided to officially apologize.
However, they did not mention anything about recalling the
products in China, and actually kept the products in China.
On October 2nd, 6 more explosions from the Note 7 were reported
in China. Research came out on the Internet saying that 70% of
the Chinese Samsung customers decided to never ever buy a
Samsung product again. So on October 11th, Samsung finally
announced that they were going to recall the Note 7 all around
This is a huge crisis, which is absolutely terrible for
Samsung, since they will never recover from this. It generated
an explosion of content, jokes, memes, viral
films against Samsung from Chinese customers and competitors
who took advantage of this situation to push back this South
Korean competitor. They will undoubtedly never recover from
this in China.
Chinese millennials get the great piece of
entertainment they claimed
The HotTopic this week is a movie called ‘Operation Mekong’,
which is based on a true story.
The movie generated 750 million media impressions on Weibo,
922,000 discussions, and 600 million RMB at the box office in
just seven days!
‘Operation Mekong’ is a Chinese, Hong Kong crime action film,
and opened on September 30th, inspired by a true criminal case
known as the Mekong river massacre that took place in October
Now the real story is that two Chinese merchant ships were
attacked on the Mekong River, and 13 sailors were murdered. A
large amount of drugs was found on the ships making the Chinese
sailors suspicious of somehow being involved in a drug
trafficking deal. At that period of time, the Chinese
government sent investigation teams into Laos, Burma and
Thailand. After their investigation, they managed to prove that
the sailors were innocent, and not involved in drug
trafficking. A drug lord from Burma organized the whole thing,
and was arrested by the Chinese police outside China. He was
brought back into China where he was judged and killed.
So the movie is about that whole story, and the cinematography
and direction is very well crafted, like a Hollywood movie.
It’s respectful of the true facts, the history, details,
violence and is well edited, well shot and the acting is
It was really well appreciated by the young people in China as
they have been used to low quality entertainment. They were
very happy to discover a great piece of entertainment. And in a
similar fashion that Washington uses Hollywood to communicate
to Americans and the whole world on certain topics, you can
imagine that China will now have the same level of
entertainment through Chinese cinema to communicate on their
big topics, concerning China and the world.
Leonardo DiCaprio opens his Weibo
The HotPost of the week is Leonardo DiCaprio who just opened
his Weibo account. His first post generated 162,000 reposts
and 196,000 comments.
As you know, Leonardo DiCaprio is really appreciated by the
Chinese. They just love him! He is a source of inspiration for
them because they love to create memes with him, using his
facial expressions, words and gestures in pictures and videos.
They just love to customize all that and create humor. It’s
always a competition of who is the funniest using the material
of Leonardo DiCaprio.
So the fact that he was opening a Weibo account generated a lot
of comments, old and new memes.
It was fun to realize how sensitive Chinese people are to this,
as they appreciate a big Hollywood star being interested in
China. It shows something positive towards China, and the
people are thankful for that.