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“Losers, bromance and chicken & beer: a
journey into Chinese web culture”
Labbrand, China Connect conference – March 6th 2014
Question 1: What is web culture?

2014 Labbrand No diffusion or reproduction without authorization.

Labbrand.com

2
What is web culture?
Web culture is a collective construction that is the result of millions of online
actions

Dissemination

Discussion

Forwarding and sharing
content, thereby giving
certain items exposure
and legitimacy as topics of
debate worthy of
attention.

Contributing one’s point of
view about different topics
through online
discussions.

2014 Labbrand No diffusion or reproduction without authorization.

Creation
Creation of original
content by netizens.

Labbrand.com

3
What are the different expressions of web
culture?

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4
What is web culture?

Images

“Mom, hit me one more time!”

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5
What is web culture?

Videos

“I just hit a duck!”

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6
What is web culture?

有木有

骚年

何弃疗

Language
土豪

米

欧巴

2014 Labbrand No diffusion or reproduction without authorization.

PMM
P
男票

Labbrand.com

7
What is web culture?

Behaviors

Going out for fried chicken
and beer

2014 Labbrand No diffusion or reproduction without authorization.

Posting pictures of
statues wearing PM2.0
masks

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8
What is web culture?

Icons

Guo MeiMei

2014 Labbrand No diffusion or reproduction without authorization.

Adult video star Sola Aoi

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9
What is web culture?

Discussions

Discussions about the 2014 CCTV Chinese
New Year Gala

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10
What is web culture?
Why is web culture unique?
Traditional culture

Web culture

Few sources of content

Infinite number of content sources

Oligarchy

Decentralized democracy

Information travels slowly

Information travels instantly

Audience receives content (purely
passive)

Audience receives and creates
content (active)

Power from above

Reflects grassroots opinion

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11
What is web culture?
Web culture shakes up the status quo! Examples

Female bachelors
女汉子

2014 Labbrand No diffusion or reproduction without authorization.

Releasing pent-up
frustrations 无聊吐
槽

Bromance culture
腐文化

Labbrand.com

12
Question 2: Why is web culture so important
in China?

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13
Why is web culture so important in China?
Breakdown of media time: China vs USA

45
40
35
30
25
20
15
10
5
0
Print

Radio

TV

Internet

Mobile

Source: KPCB
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14
Why is web culture so important in China?

Do you live at least part of your life online?

86%

42%

Do you have a parallel life online?

61%

13%

Source: IAC/JWT
2014 Labbrand No diffusion or reproduction without authorization.

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15
Why is web culture so important in China

The social web in China is disproportionately important in
Setting the tone of popular debate
Allowing people to express themselves
Creating new elements of culture

2014 Labbrand No diffusion or reproduction without authorization.

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16
Question 3: How can my brand use web
culture?

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17
Dimension 1: web culture as a source of
market insights

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18
Web culture as a source of market insights
Doing market research in China is hugely challenging

Market size
Market fragmentation (geographical, social, generational)
Cultural barriers
Extremely fast pace of change
Questionable reliability of data
Distance from market (for western brands)
….

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19
Web culture as a source of market insights

To Grok
V. “To understand something so thoroughly that the
observer becomes part of the observed. To understand
intuitively or by empathy”
Notion introduced by Robert Heinlein in “stranger in a strange land”.

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20
xxx

Web culture allows brands to “Grok” China.

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21
Web culture as a source of market insights
Why is web culture a great tool to “Grok” China?

Highly reliable (based on millions of web interactions)
Directly measurable
Spontaneously created by netizens (no bias, reflects what they truly think)
Granular (can easily see who is talking about what and where)
Always up to date
Insights that come to life instead of abstract figures
Cheap

2014 Labbrand No diffusion or reproduction without authorization.

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22
Web culture as a source of market insights
Web culture allows you to decode China
Underlying
macro trends

Society
Ex: key social issues, generational gaps, class
relationships, gender relationships, perception of political
power, relationship with the outside world etc…

Lifestyles and attitudes
Ex: life habits, entertainment habits, vocabulary,
consumption behavior etc...

News and current debate
Circumstantial
elements

2014 Labbrand No diffusion or reproduction without authorization.

Ex: reaction to hot news items, most
popular pop culture elements (movies, TV
shows, music etc…), hot discussion topics,
hot brands etc…
Labbrand.com

23
Web culture as a source of market insights
Web culture allows you to decode China
Underlying
macro trends

What it shows about society

What people do

Circumstantial
elements

2014 Labbrand No diffusion or reproduction without authorization.

What people talk
about
Labbrand.com

24
Web culture as a source of market insights
Example 1: “Love from the stars” 来自星星的你
News and current debate
§  “Love from the stars” took the country by storm, becoming
the most discussed topic online in early 2014

Lifestyle and attitudes
§  Following the popularity of the show, millions of young
Chinese mimic the show’s lead character by going out for
fried chicken and beer

Society
§  The show hits a hot button with its target audience: love
and the search for “Mr. Right”
§  The type of pure, untainted love presented in the show is a
far cry from the experiences of most of the viewers

2014 Labbrand No diffusion or reproduction without authorization.

Labbrand.com

25
Web culture as a source of market insights
Example 1: “Love from the stars” 来自星星的你
Eating fried chicken and beer is a perfect
example of how web culture influences
lifestyles. The show helped the Chinese
poultry industry recover from the bird flu
crisis.

2014 Labbrand No diffusion or reproduction without authorization.

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26
Web culture as a source of market insights
Example 2: Diaosi (losers) 屌丝
News and current debate
§  Many young Chinese men discussing how hard it is for
them to conform to social expectations of success (car,
house, wife…)

Lifestyle and attitudes
§  The term “diaosi” enters popular vocabulary
§  The “diaosi” attitude emerges based on self-depreciation,
irony and mild nihilism

Society
§  The “Diaosi” phenomenon represents a major cultural shift:
the first sign of broad scale rebellion against social norms
and conventional definitions of success

2014 Labbrand No diffusion or reproduction without authorization.

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27
Web culture as a source of market insights
Example 2: Diaosi (losers) 屌丝
90% of Chinese students define themselves as
Diaosis. These people represent your customers
of tomorrow.

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28
Web culture as a source of market insights
Example 3: Tuhao 土豪
News and current debate
§  Conspicuous behavior from Chinese millionaires gets major online
exposure
§  Release of golden iPhone 5s further fuels debate about tasteless,
conspicuous consumption

Lifestyle and attitudes
§  The word “Tuhao” is brought back to the front scene and becomes a
commonly used word to qualify nouveau riche type behavior
§  Luxury consumers move towards lower-key brands to avoid Tuhao
associations
§  Young consumers ironically mimic Tuhao attitudes (the hipster
Tuhao)

Society
§  “Tuhao” expresses the deepening gap between China’s first
generation of super rich and the new upper-middle class

2014 Labbrand No diffusion or reproduction without authorization.

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29
Web culture as a source of market insights
Example 3: Tuhao 土豪
The gold iPhone was quickly dubbed the
“Tuhao gold iPhone”, an association the
brand would probably have liked to avoid.

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30
xxx

Web culture is your window onto what’s going
on in China.

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31
Dimension 2: web culture a driver of brand
actions

2014 Labbrand No diffusion or reproduction without authorization.

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32
Web culture as a driver of brand action
Web culture elements can be integrated into any type of brand action

Brand repositioning
Campaign design
New product launch
Product innovation
Online content production
…

2014 Labbrand No diffusion or reproduction without authorization.

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33
Web culture as a driver of brand action
Example: the Diaosi guide to hotel booking by Ctrip

How can Diaosis impress their
bosses when helping them book a
hotel abroad?
Ctrip has the solution with its Diaosi
guide to hotel booking. Thanks to
Ctrip, Diaosis can navigate the
obstacles and get on the boss’ right
side!

2014 Labbrand No diffusion or reproduction without authorization.

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34
Web culture as a driver of brand action
Example: Diaosis stand up for their computer games

What is one of the key
characteristics of Diaosis? They play
computer games.
Game producer ZT Games positioned
its game “World of immortal heros”
as the game of choice for a
generation of proud Diaosis with this
hard hitting ad in which gamers
proudly claim “I’m a Diaosi!”.

2014 Labbrand No diffusion or reproduction without authorization.

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35
Web culture as a driver of brand action
Example: KFC riding the chicken and beer craze

It’s a dream situation when the
country’s hottest TV show heavily
features your star product.
Hours ahead of the series finale, KFC
heavily promoted its super fast home
delivery service on Sina Weibo and
encouraged its fans to post pictures
of themselves enjoying beer and KFC
chicken.

2014 Labbrand No diffusion or reproduction without authorization.

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36
Web culture as a driver of brand action
Example: Android and DELL defeat the Tuhao

The concept of Tuhao was from the
very start strongly associated with
Apple’s gold iPhone 5s.
In a recent ad for Dell tablets, the
cute Android alien mascot defeats
the arrogant golden Tuhao alien and
his army of minions!

2014 Labbrand No diffusion or reproduction without authorization.

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37
Web culture as a driver of brand action
Example: Canon’s capitalizing on the “virtual girlfriend” buzz

In recent weeks pictures of a
netizen’s “virtual girlfriend” have
gone viral on social media,
symbolizing the loneliness of many
Chinese men desperate to find love.
Canon reacted by asking its fans
what they would do if they too had
such a virtual girlfriend.

2014 Labbrand No diffusion or reproduction without authorization.

Labbrand.com

38
Web culture as a driver of brand action
Example: Buick seducing the post 80s generation

Online is where individuals assert
their status as members of a
generation.
Buick has used these codes in its
latest “encore” campaign that
features one video for each year of
the 80s decade. The campaign
positions Buick as the brand of
choice for the new generation.

2014 Labbrand No diffusion or reproduction without authorization.

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39
Question 4: How do I make my brand and
business receptive to web culture?

2014 Labbrand No diffusion or reproduction without authorization.

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40
How to do it
How can your brand make the best out of web culture?

Spot

Share

Take action

§  Have strong listening
tools
§  Identify the elements of
web culture that are
most relevant to your
brand

§  Share knowledge about
relevant web culture
elements across the
company

§  Be able to quickly take
action based on
elements of web culture
(requires organizational
agility and decentralized decision
making processes)

2014 Labbrand No diffusion or reproduction without authorization.

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41
Time for some questions!
Twitter

Linkedin

Wechat

@Kevingentle
@labbrand

2014 Labbrand No diffusion or reproduction without authorization.

Labbrand.com

42

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Losers, bromance and chicken & beer: a journey into Chinese web culture

  • 1. “Losers, bromance and chicken & beer: a journey into Chinese web culture” Labbrand, China Connect conference – March 6th 2014
  • 2. Question 1: What is web culture? 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 2
  • 3. What is web culture? Web culture is a collective construction that is the result of millions of online actions Dissemination Discussion Forwarding and sharing content, thereby giving certain items exposure and legitimacy as topics of debate worthy of attention. Contributing one’s point of view about different topics through online discussions. 2014 Labbrand No diffusion or reproduction without authorization. Creation Creation of original content by netizens. Labbrand.com 3
  • 4. What are the different expressions of web culture? 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 4
  • 5. What is web culture? Images “Mom, hit me one more time!” 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 5
  • 6. What is web culture? Videos “I just hit a duck!” 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 6
  • 7. What is web culture? 有木有 骚年 何弃疗 Language 土豪 米 欧巴 2014 Labbrand No diffusion or reproduction without authorization. PMM P 男票 Labbrand.com 7
  • 8. What is web culture? Behaviors Going out for fried chicken and beer 2014 Labbrand No diffusion or reproduction without authorization. Posting pictures of statues wearing PM2.0 masks Labbrand.com 8
  • 9. What is web culture? Icons Guo MeiMei 2014 Labbrand No diffusion or reproduction without authorization. Adult video star Sola Aoi Labbrand.com 9
  • 10. What is web culture? Discussions Discussions about the 2014 CCTV Chinese New Year Gala 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 10
  • 11. What is web culture? Why is web culture unique? Traditional culture Web culture Few sources of content Infinite number of content sources Oligarchy Decentralized democracy Information travels slowly Information travels instantly Audience receives content (purely passive) Audience receives and creates content (active) Power from above Reflects grassroots opinion 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 11
  • 12. What is web culture? Web culture shakes up the status quo! Examples Female bachelors 女汉子 2014 Labbrand No diffusion or reproduction without authorization. Releasing pent-up frustrations 无聊吐 槽 Bromance culture 腐文化 Labbrand.com 12
  • 13. Question 2: Why is web culture so important in China? 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 13
  • 14. Why is web culture so important in China? Breakdown of media time: China vs USA 45 40 35 30 25 20 15 10 5 0 Print Radio TV Internet Mobile Source: KPCB 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 14
  • 15. Why is web culture so important in China? Do you live at least part of your life online? 86% 42% Do you have a parallel life online? 61% 13% Source: IAC/JWT 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 15
  • 16. Why is web culture so important in China The social web in China is disproportionately important in Setting the tone of popular debate Allowing people to express themselves Creating new elements of culture 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 16
  • 17. Question 3: How can my brand use web culture? 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 17
  • 18. Dimension 1: web culture as a source of market insights 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 18
  • 19. Web culture as a source of market insights Doing market research in China is hugely challenging Market size Market fragmentation (geographical, social, generational) Cultural barriers Extremely fast pace of change Questionable reliability of data Distance from market (for western brands) …. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 19
  • 20. Web culture as a source of market insights To Grok V. “To understand something so thoroughly that the observer becomes part of the observed. To understand intuitively or by empathy” Notion introduced by Robert Heinlein in “stranger in a strange land”. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 20
  • 21. xxx Web culture allows brands to “Grok” China. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 21
  • 22. Web culture as a source of market insights Why is web culture a great tool to “Grok” China? Highly reliable (based on millions of web interactions) Directly measurable Spontaneously created by netizens (no bias, reflects what they truly think) Granular (can easily see who is talking about what and where) Always up to date Insights that come to life instead of abstract figures Cheap 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 22
  • 23. Web culture as a source of market insights Web culture allows you to decode China Underlying macro trends Society Ex: key social issues, generational gaps, class relationships, gender relationships, perception of political power, relationship with the outside world etc… Lifestyles and attitudes Ex: life habits, entertainment habits, vocabulary, consumption behavior etc... News and current debate Circumstantial elements 2014 Labbrand No diffusion or reproduction without authorization. Ex: reaction to hot news items, most popular pop culture elements (movies, TV shows, music etc…), hot discussion topics, hot brands etc… Labbrand.com 23
  • 24. Web culture as a source of market insights Web culture allows you to decode China Underlying macro trends What it shows about society What people do Circumstantial elements 2014 Labbrand No diffusion or reproduction without authorization. What people talk about Labbrand.com 24
  • 25. Web culture as a source of market insights Example 1: “Love from the stars” 来自星星的你 News and current debate §  “Love from the stars” took the country by storm, becoming the most discussed topic online in early 2014 Lifestyle and attitudes §  Following the popularity of the show, millions of young Chinese mimic the show’s lead character by going out for fried chicken and beer Society §  The show hits a hot button with its target audience: love and the search for “Mr. Right” §  The type of pure, untainted love presented in the show is a far cry from the experiences of most of the viewers 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 25
  • 26. Web culture as a source of market insights Example 1: “Love from the stars” 来自星星的你 Eating fried chicken and beer is a perfect example of how web culture influences lifestyles. The show helped the Chinese poultry industry recover from the bird flu crisis. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 26
  • 27. Web culture as a source of market insights Example 2: Diaosi (losers) 屌丝 News and current debate §  Many young Chinese men discussing how hard it is for them to conform to social expectations of success (car, house, wife…) Lifestyle and attitudes §  The term “diaosi” enters popular vocabulary §  The “diaosi” attitude emerges based on self-depreciation, irony and mild nihilism Society §  The “Diaosi” phenomenon represents a major cultural shift: the first sign of broad scale rebellion against social norms and conventional definitions of success 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 27
  • 28. Web culture as a source of market insights Example 2: Diaosi (losers) 屌丝 90% of Chinese students define themselves as Diaosis. These people represent your customers of tomorrow. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 28
  • 29. Web culture as a source of market insights Example 3: Tuhao 土豪 News and current debate §  Conspicuous behavior from Chinese millionaires gets major online exposure §  Release of golden iPhone 5s further fuels debate about tasteless, conspicuous consumption Lifestyle and attitudes §  The word “Tuhao” is brought back to the front scene and becomes a commonly used word to qualify nouveau riche type behavior §  Luxury consumers move towards lower-key brands to avoid Tuhao associations §  Young consumers ironically mimic Tuhao attitudes (the hipster Tuhao) Society §  “Tuhao” expresses the deepening gap between China’s first generation of super rich and the new upper-middle class 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 29
  • 30. Web culture as a source of market insights Example 3: Tuhao 土豪 The gold iPhone was quickly dubbed the “Tuhao gold iPhone”, an association the brand would probably have liked to avoid. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 30
  • 31. xxx Web culture is your window onto what’s going on in China. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 31
  • 32. Dimension 2: web culture a driver of brand actions 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 32
  • 33. Web culture as a driver of brand action Web culture elements can be integrated into any type of brand action Brand repositioning Campaign design New product launch Product innovation Online content production … 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 33
  • 34. Web culture as a driver of brand action Example: the Diaosi guide to hotel booking by Ctrip How can Diaosis impress their bosses when helping them book a hotel abroad? Ctrip has the solution with its Diaosi guide to hotel booking. Thanks to Ctrip, Diaosis can navigate the obstacles and get on the boss’ right side! 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 34
  • 35. Web culture as a driver of brand action Example: Diaosis stand up for their computer games What is one of the key characteristics of Diaosis? They play computer games. Game producer ZT Games positioned its game “World of immortal heros” as the game of choice for a generation of proud Diaosis with this hard hitting ad in which gamers proudly claim “I’m a Diaosi!”. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 35
  • 36. Web culture as a driver of brand action Example: KFC riding the chicken and beer craze It’s a dream situation when the country’s hottest TV show heavily features your star product. Hours ahead of the series finale, KFC heavily promoted its super fast home delivery service on Sina Weibo and encouraged its fans to post pictures of themselves enjoying beer and KFC chicken. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 36
  • 37. Web culture as a driver of brand action Example: Android and DELL defeat the Tuhao The concept of Tuhao was from the very start strongly associated with Apple’s gold iPhone 5s. In a recent ad for Dell tablets, the cute Android alien mascot defeats the arrogant golden Tuhao alien and his army of minions! 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 37
  • 38. Web culture as a driver of brand action Example: Canon’s capitalizing on the “virtual girlfriend” buzz In recent weeks pictures of a netizen’s “virtual girlfriend” have gone viral on social media, symbolizing the loneliness of many Chinese men desperate to find love. Canon reacted by asking its fans what they would do if they too had such a virtual girlfriend. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 38
  • 39. Web culture as a driver of brand action Example: Buick seducing the post 80s generation Online is where individuals assert their status as members of a generation. Buick has used these codes in its latest “encore” campaign that features one video for each year of the 80s decade. The campaign positions Buick as the brand of choice for the new generation. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 39
  • 40. Question 4: How do I make my brand and business receptive to web culture? 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 40
  • 41. How to do it How can your brand make the best out of web culture? Spot Share Take action §  Have strong listening tools §  Identify the elements of web culture that are most relevant to your brand §  Share knowledge about relevant web culture elements across the company §  Be able to quickly take action based on elements of web culture (requires organizational agility and decentralized decision making processes) 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 41
  • 42. Time for some questions! Twitter Linkedin Wechat @Kevingentle @labbrand 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 42