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Twitter hosts first #ChinaHour at its Cannes Lions #TwitterBeach

#TwitterBeach at Cannes Lions | 戛纳国际创意节#TwitterBeach

During Cannes Lions International Festival,  Twitter hosted its first #ChinaHour at its #TwitterBeach, bringing two panels of experts together to discuss how Chinese companies are leveraging Twitter for brand building. As Chinese brands aim to grow their global footprint, Twitter is allowing them to drive brand storytelling and impact that connects with new overseas audiences.

在戛纳国际创意节期间，Twitter在 #TwitterBeach上举办了首届#ChinaHour活动，在两大平行论坛上，专家们共同探讨中国公司如何利用Twitter平台进行品牌建设。越来越多的中国品牌致力于在国际市场上崭露头角，Twitter可以帮助品牌提升品牌故事性和影响力，以吸引海外受众新群体。

In the two #ChinaHour panels, China brand and marketing experts found opportunity for China export brands to gain greater awareness and relevance through showcasing their great work on international platforms such as Cannes Lions, which is seeing a 300% uptake in Chinese attendance this year. They noted that Cannes Lions received 1,022 Chinese submissions last year, and the nine winning campaigns were each aimed for domestic audiences. Panelists are also optimistic with the immense opportunities digital platforms like Twitter bring to Chinese export brands, in making creative shifts in global brand communications, to earn their place at Cannes Lions.

在两个#ChinaHour小组讨论中，中国品牌和市场营销专家们发现中国出海品牌有更多机会可以通过戛纳国际创意节的平台来提高大众关注度，今年来自中国的参会人数增长了300%。值得注意的是，去年戛纳收到了1022部来自中国的作品，其中9部针对国内受众的作品获奖。得益于Twitter全球性数字化平台的推动，中国出海品牌正在全球性品牌华丽蜕变，参与座谈的专家们看好与Twitter 合作的中国出海品牌在戛纳创意节的表现。

Experts hit on a few recurring themes when discussing Chinese brands going global: switching from tactical-driven campaigns to brand marketing, and how to change the “Made in China” perception from “copycat” products and poor quality to innovative, market-leading products.

在讨论中国品牌进军国际市场时，专家们反复提到了以下几个话题：从产品为主的宣传转向品牌影响、如何改变“中国制造”观念，即从“山寨”和劣质向创新和市场领先产品的转变。

From left | 从左至右： Alan Lan, Charlie Que, Christian Soloman and moderator Navey Tang

Twitter’s #ChinaHour panel welcomed Charlie Que, Co-founder and Senior Vice President of SinoInteractive, Christian Solomon, Chief Digital Officer at MediaCom China and Alan Lan, General Manager of Greater China, Twitter Asia Pacific, in a panel themed “Taking Chinese Brands to the Global Front.”

Twitter举办的#ChinaHour小组讨论嘉宾包括深诺互动联合创始人兼高级副总裁Charlie Que、竞立媒体中国区首席数字官Christian Solomon、以及Twitter亚太区大中华区总经理Alan Lan，讨论的主题为“把中国品牌带向全球市场”。

In a case study about changing Chinese brand perceptions globally, Solomon shared, “We recently helped run a campaign for Air China across four markets: the U.S., France, Germany and UK markets. The biggest challenge for them is the perception around their brand, that perhaps the quality isn’t as good. It takes time to break through to different markets to earn the same perception they had in China, which is really strong. To break that perception, they needed to do performance-based and brand-driven based advertising. It is all about changing the perception into one of a high-quality brand.”

在提到改变全球对中国品牌观念的案例研究中，Solomon表示，“最近，我们为中国国航打造了四个市场区域的宣传活动，包括美国、法国、德国和英国。最大的挑战就是人们对这一品牌的看法……国航的质量并不怎么样。想要打入不同市场，能够让品牌在海外也有像在中国一样强大的品牌声誉，是需要一定时间的。要想打破人们的观念，国航就要采取基于业绩和品牌的广告营销。关键就是要让人们认可它是一个高端品牌。

Que provided insights on how Chinese brands are changing their approach to conducting branding and marketing in international markets. He noted that in the past, Chinese companies focused on B2B business models, investing in overseas trade partners to manage their business abroad. Now in the past four years that SinoInteractive has helped brands grow globally, they focus on a B2C communications, using digital platforms such as Twitter to reach out directly to in global audiences.

Que也发表了自己的见解，谈到了中国品牌正在如何改变打入国际市场的方式。他提到，以前，中国公司专注于B2B的商业模式，投资海外贸易伙伴，来帮助他们管理海外业务。但是最近四年， 深诺互动致力于帮助品牌在全球市场的发展，专注于B2C模式，利用Twitter等数字平台直接接触全球各地受众。

The panelists also marked that these changes bring remarkable opportunities for global agencies that understand the target audiences Chinese brands want to reach. They rely on such agencies to bring local insights, and understand which usable moments they can communicate around. China’s brands are quickly learning that becoming a global brand with impact takes time, but with their technologically innovative, high-quality products, tremendous opportunity lies ahead as they grow globally.

同时，小组讨论还提到，这些变化也给那些了解中国品牌目标群体的全球广告公司带来了很好的机遇。客户需要依赖广告公司来了解本土市场，知道哪些是可以拓展品牌的可用之机。中国品牌也在快速学习，知道成为有影响力的全球品牌需要一些时间，但是有了技术创新和优质产品，在迈向全球市场时，巨大的机遇就在眼前。

From left | 从左至右 , Alex Josephson, Paul Boyer Moore, Thomas Nixon and moderator Jess Tan

At the second panel, Alex Josephson, Head of Global Brand Strategy at Twitter, Paul Boyer Moore, Creative Director of DJI, and Thomas Nixon, Client Services Director at Qumin, discussed how they view Chinese creativity and how it can help in brand-building and recognition, giving Chinese brands a leading position in global markets.

另一个小组讨论的参与嘉宾包括Twitter全球品牌战略总监Alex Josephson、大疆科技创意总监Paul Boyer Moore和趣民网络科技客户服务总监Thomas Nixon，探讨了自己对中国创意的看法，以及创意如何能够帮助品牌建设和识别，让中国品牌在全球市场占据领先地位。

In answer to the question, “What is the definition of creativity and what value added does it give to brand building?”, they each offered a fresh insight:

主持人提出的问题是，“创意的定义是什么，创意给品牌建设带来哪些附加价值？”几位嘉宾提出了一个全新的看法：

“Creativity is the spark that helps you deliver a message to an audience. I think that can come in two ways: product or brand communications. And it needs to have two things: it needs to be novel and different to grab people’s attention, but it also, to avoid being weird and strange to an audience, it has to appeal to them.” – Thomas Nixon

“创意就是星星点点的火花，帮助你把信息传达给观众。我认为有两种方式：产品和品牌传达。需要两点元素：新颖异类的东西来吸引人的眼球，但与此同时，又不能太荒诞怪异，要对观众有吸引力。” – Thomas Nixon

“To me, creativity is all about coming out with something new, something no one’s ever seen before that’s innovative, and applying that and making it relevant to the brand and your audience. You use creativity to engage an audience – if you can’t do that, then you can’t connect to your audience, and they won’t care about [the brand] if it’s just talking about itself all the time.” – Paul Boyer Moore

“于我而言，创意的关键就是找到新的东西，是从来没有人看到过的，要有创新性，把想法用起来，让它跟品牌和观众息息相关 – 否则，就会跟观众脱节，要是品牌只是自说自话，观众也就不会在意它了。 – Paul Boyer Moore

“Creativity to me is an experimentation, where you find the overlap between what the audience needs or is interested in, overlapped with what your brand aspiration is. I think that’s the relevant step marketers are always striving to find and uncover. It’s not easy to do, but creativity and innovation are words that are often interchangeable. Creativity to me is more about experimentation. Innovation on the other hand is something that’s measurable, that can be a result of creativity.” – Alex Josephson

”对我而言，创意就是一次实验，找到观众的需求和兴趣跟品牌观念之间的重合之处。我觉得这就是市场营销人员一直不断试图探索挖掘的相关点。这一点不容易做到，但是创意和创新两个词往往是可以互换的。创意对我而言更多的在于实验。对比之下，创新则是可以衡量的，它可以是创意带来的结果。” – Alex Josephson

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