I’m Fred Raillard, CEO, Co-founder and Creative Chief
Officer of FF GROUP, a social, content, tech solutions for
brands company based in Paris, Shanghai, Beijing and New York.
In partnership with FF GROUP, BFM Business launches #FredinChina, a social media
podcast in “Chine Hebdo”, the weekly radio broadcast of Mathieu
Jolivet. #FredinChina is essential to know and understand the
world’s largest economy.
I fell in love with China, and live in Shanghai with my wife
and sons since September 2012. With my teams at the FF 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 Jing Qian from FF Shanghai.
Click here to listen to all the podcasts.
An illegal vaccine spreads fear on social
This week’s HotTopic is related to illegal vaccines, which is a
very serious topic in China. Everything related to nutrition
and health are very sensitive topics.
This time we have a story of a mother and her daughter who have
developed a business selling an illegal vaccine for the last 5
years. They reach 18 different regions in China, and have
generated 570 million RMB.
The vaccine is actually not illegal, but the process of
delivering this vaccine was totally. This vaccine was supposed
to be refrigerated, and it was not, so people were scared that
either the vaccine had no effect on them, or even worse that
they would suffer from side effects.
All this generated a huge debate on social media, with people
expressing their fears, and others being more reassuring.
Suddenly, a KOL released an old documentary from 2013 talking
about this old vaccine that gave down syndrome to the kids of
mother’s that had been exposed to the vaccine. This had nothing
to do with the subject at hand, but added fuel to the fire of
the ongoing debate, and spread even more
fear around China. The effect was even more discussions and
debates, culminating with the First Minister himself, Li
Keqiang making a statement to effectively close the debate,
saying that he would be reinforcing the regulations and
controls on vaccination all around China from now on.
Tao Bao latest campaign is all about
This week’s HotBrand is the Taobao ecommerce platform of the
Alibaba group. I am slightly embarrassed but also very proud to
talk to you about this, because we are (FF Shanghai) the agency
behind a huge communication hit for Taobao. They briefed us on
launching the first online e-commerce site for Fashion Week.
We came up with this idea of showing 90 people from China, born
after the 90’s, the Y generation. So we showed a gallery of
these 90 people, doing their own thing, with style, attitude,
and a bit of irony and arrogance towards society as a whole and
the other generations.
The tagline at the end is “Watch Me”: meaning that you should
watch me and not the other generations, because we are the new
generation taking over. This is really important since the Post
90’s generation is soon going to take China over. Knowing the
role that China will play in the upcoming world, this
generation is going to be crucial in this new world.
So it’s something that is very emotional and engaging that
generated a lot of conversations on social media. In only 3
days on Sina Weibo, there were 320 million views and 65,000
discussions with a lot of user generated content.
Watch the video here
Major innovation in the KOL business
This week’s HotPost is ‘Papi Jiang’, and is a typical modern
Chinese social media story. It’s the story of this young
influencer called ‘Papi Jiang’ who is a beautiful and smart
‘youtuber’. As you know, YouTube is forbidden in China, so she
uploads the videos on a platform called Miaopai. she is a real
star since 2016, with a lot of followers. her videos are based
on a really smart way of observing people, and articulating the
right insights, so that people can relate to what she is
For example, there is a video that is hilarious, where she
points out that people living in Shanghai talk by mixing the
Shanghai dialect with Mandarin and English together. Everyone
living in Shanghai can obviously relate to this, and love it.
She is the HotPost of the week, because another KOL called Lao
Luo literally just bought this girl. Lao Luo is a very famous
KOL, with the same name as the CEO of Smartisan. He paid Papi
Jiang 12 million RMB (about $1,5 million), to join him in his
team. He is going to sell this girl to brands, and has become
her agent and strategist.
This is a very new and innovative development that we are seeing in
China, where one KOL buys another KOL to sell to brands.
Overall, Papi Jiang has generated over 290 million views from
her videos. On average, each one of her videos has generated 7
million views, showing just how talented she is in generating