全球商業蜂擁進軍中國移動端廣告市場

HONG KONG — Liu Xuelong, a television and documentary producer in Beijing, hasn’t used his television in years. He gets all of his entertainment on his iPhone 6 Plus, where he also taps a plethora of apps to buy plane tickets, pay bills, talk with clients.

香港——在北京從事電視和紀錄片製作工作的劉雪龍（音）多年沒打開過自家的電視機了。他的一切娛樂都是在自己的iPhone 6 Plus上進行的。輕輕點擊那上面的大量應用，他便可以買機票、結賬，或者與客戶溝通。

Weixin, a text and messaging app, is among his favorites. “Every morning the first thing I do when I wake up is log onto Weixin to see what new things my friends have shared online overnight,” said Mr. Liu, 25.

即時通訊應用微信是他最喜歡的應用之一。“每天早上醒來第一件事，就是登陸微信，看看前一天夜裏朋友們在上面分享了些什麼，”25歲的劉雪龍說。

Advertisers increasingly want to be part of Mr. Liu’s digital world — and of the other 527 million people in China with smartphones. Next year companies are expected to spend more money on digital advertising than on television campaigns in China.

廣告商越來越想進入劉雪龍——以及中國另外5.27億智能手機用戶——所在的那個數字世界。在中國，企業明年在數字廣告上的資金投入，預計會超過電視廣告。

It is a stark shift from three years ago when nearly half of the advertising dollars went to television and just 14 percent went to digital, according to ZenithOptimedia, an advertising agency. China is also diverging from the United States, where television continues to dominate.

廣告公司實力傳播集團(ZenithOptimedia)稱，同三年前相比，這是一個重大轉變。那時候，近一半的廣告投入流向了電視，而用於數字領域的廣告投入僅佔14%。中國也正在與電視依然佔據主導地位的美國漸行漸遠。

“It’s the first time we’ve had an enormous middle class emerge while being digitally connected,” said Jeff Walters, a partner at the Boston Consulting Group in Beijing. “It sets the stage for why digital advertising is so important.”

“這是我們首次看到，一個龐大的中產階級的崛起伴隨着他們與數字領域的密切聯繫，”波士頓諮詢集團(Boston Consulting Group)駐北京的合夥人魏傑鴻(Jeff Walters)說。“這爲數字廣告的極端重要性奠定了基礎。”

With the largest pool of smartphone users in the world, China has become a petri dish for marketers and technology companies alike to test ways to get consumers to buy both online and off.

在智能手機用戶人數居世界之最的背景下，中國已經同時成爲了營銷和科技公司的試驗田，被它們用來測試那些旨在吸引消費者在線上和線下消費的廣告方式。

Homegrown social media platforms in China are at the center of the push. Facebook, YouTube and Twitter are all blocked in China, giving platforms like Tencent’s Weixin — known as WeChat outside the country — and Sina Weibo an advantage.

中國本土的社交媒體平臺是這番努力的中心。Facebook、YouTube和Twitter均在中國大陸遭到屏蔽，讓騰訊旗下的微信及新浪旗下的微博佔得先機。

Coca-Cola tapped into Weixin’s built-in reader for QR codes, two-dimensional bar codes, to start its Lyric Coke campaign in China. Coke bottles there featured famous Chinese lyrics like “Baby, I’m sorry,” and “I love summer.”

可口可樂(Coca-Cola)利用微信內置的二維碼掃描器，在中國發起了歌詞瓶活動。可樂瓶外面印上了“寶貝對不起”或“我愛夏天”等著名的中文歌詞。

Coca-Cola then encouraged consumers to share a 10-second clip of a song with friends through social media by scanning the QR code on the bottle. Since its start in May, the Coke campaign has generated over three billion views, according to Isobar, the company responsible for the campaign.

然後，可口可樂鼓勵消費者通過掃描瓶身上的二維碼在社交媒體上與朋友分享一段時長10秒的歌曲片段。負責這次營銷活動的公司安索帕(Isobar)稱，自5月開始以來，可口可樂歌詞瓶已經帶來了超過30億的點擊量。

Five years ago, marketers could get away with simply using the same ads they used globally and just translating the message, said Shaun Rein, the founder and managing director of the China Market Research Group. Today, they have to speak to the Chinese dream.

中國市場研究集團(China Market Research Group)創始人和董事總經理雷小山(Shaun Rein)表示，五年前，營銷機構可以使用和全球市場一樣的廣告，只要翻譯一下核心信息就行了。但現在，它們必須要切合中國人的夢想。

“What is happening is that Western brands have to create new aspirations that the Chinese consumer wants,” Mr. Rein added.

“目前的情況是，西方品牌一定要創造出中國消費者接受的那種新的渴望，”雷小山還說。

In its campaign, Coke used contemporary Chinese pop songs. Ads for North Face, the outdoor wear company, featured images of animals from an African safari, in an effort to appeal to the growing legions of Chinese travelers.

可口可樂在自己的營銷活動中利用了中國當代流行歌曲。戶外服飾公司北面(North Face)的廣告則主打非洲之旅中的動物圖片，以吸引規模日漸壯大的中國遊客消費羣。

As in the United States and Europe, advertisers have to learn to adapt to changes in digital landscape, which in China can unfold at breakneck speed.

與在美國和歐洲一樣，廣告商必須學會適應數字領域的變化。在中國，這種變化的速度的可謂一日千里。

For several years, the microblogging site Weibo was the most popular forum in China. Much like Twitter, the platform allowed users to broadcast information to any user.

在早前的幾年時間裏，新浪微博一直是中國最受歡迎的平臺。和Twitter很像，它允許用戶向任何其他用戶發佈信息。

But last year in an attempt to quiet public debate, the government cracked down on some of the forum’s most prominent verified commentators, nicknamed the Big Vs, accusing microbloggers of spreading false statements and detaining them.

然而去年，爲了壓制公衆辯論，政府對新浪微博上部分經過認證的最著名的評論人士採取了嚴厲措施。這些俗稱“大V”的微博用戶被指傳播虛假消息，並遭到拘捕。

This prompted some Weibo users to leave the site. At the same time, Weixin was quickly gaining popularity as free alternative to text messaging.

這促使一些用戶離開了新浪微博。與此同時，作爲一種可以代替短信的免費工具，微信的人氣飆升。

Weixin is now the most popular forum in China. Weixin and its international version WeChat together have 468 million active users. Weibo has 167 million active users today.

微信是中國目前最受歡迎的平臺，國內版和國際版共有4.68億活躍用戶。新浪微博則是眼下擁有1.67億活躍用戶。

“I’ve been here four years. In that time I’m now on the third dominant social network — first it was Renren, then Weibo and now it’s WeChat,” said Chris Jones, the executive creative director at the ad agency Wunderman in China.

“我來了中國四年，先後使用過三種主要的社交網絡——先是人人，然後是新浪微博，現在是微信，”偉門廣告公司(Wunderman)中國區執行創意總監鍾志勤(Chris Jones)說。

Weixin’s particular quirk — that users communicate only with friends and contacts within their circle — has allowed companies to develop direct relationships with consumers. But it also poses a challenge since users have to first choose to include a brand within their Weixin network.

微信的特殊之處在於，用戶只能跟圈子內部的朋友和熟人交流。這讓企業可以與消費者建立直接的聯繫。不過，它也構成了一個挑戰，因爲用戶有權決定是否把某個品牌加入自己的微信平臺。

The fashion house Burberry worked its way into consumers’ circles by giving users a chance to watch its Autumn-Winter 2014 runway show in real time, along with commentary from designers and celebrities watching the show. To get access to the show, users just had to add Burberry’s public account to their Weixin network.

時尚品牌博柏利(Burberry)進入消費者圈子的方法，是讓用戶有機會實時觀看2014年的秋冬時裝秀，以及設計師和名人對它的評論。爲了觀看這場活動，用戶必須把博柏利的公衆號加入微信。

Once Burberry is in their network, the fashion house can target users directly in the future. One interactive feature prompts users to click on “My Burberry” and type out their initials. An image of a monogrammed bottle of perfume then appears, along with details of how to buy it.

一旦進入了消費者的朋友圈，博柏利從此之後就可以直接對準目標用戶羣。博柏利還提供了一個互動功能：用戶可以點擊“My Burberry”，輸入自己名字的首字母。然後，屏幕上就會出現一瓶印有首字母花押字的香氛，以及如何購買它的具體信息。

Not all digital ad campaigns in China have gone smoothly. One Chinese company called Tidy Laundry recently tried to stir up some attention online with a video posted to Youku Tudou, a Chinese streaming video site. In the video, two young women strip down to their underwear on the Shanghai metro. A man wearing a blue uniform then enters the subway car and hands them a clean set of clothes, which they change into. The Shanghai police fined the company, according to state media.

並非所有中國市場上的網絡營銷都進展順利。中國公司泰笛洗滌最近曾試圖通過在流媒體視頻公司優酷土豆的網站上發佈一則視頻來吸引關注。在視頻中，兩名年輕女子在上海的地鐵裏脫掉了層層衣物，最後只剩內衣。一名穿着藍色制服的男子隨後進入地鐵車廂，遞給她們一套乾淨的衣服，讓她們換上。據官方媒體報道，上海警方對這家公司處以了罰款。

Televisions and other more traditional advertising venues also play a complementary role in the digital world.

電視和其他一些更加傳統的廣告手段也對互聯網廣告營銷起到了補充作用。

This year, Oreo began Play Together, a campaign that riffed on the idea that children don’t spend enough time with their parents, a subject of debate in China. Collaborating with Weixin, Oreo created an app that allowed parents and their children to take photos and turn them into playful emoticons to send to friends.

今年，奧利奧(Oreo)啓動了“親子一刻玩起來”的營銷活動，靈感來自於父母和子女相處時間不足的問題——這是中國當下的熱門話題。奧利奧與微信合作推出了一款應用，使得家長和孩子可以用它來拍攝照片，然後把它們變成有趣的表情符號發送給朋友們。

The campaign also featured a television ad for the Weixin campaign in which a mother and her daughter play together and share a bag of Oreos. As part of the media blitz, it used celebrity dads from the popular reality television show called “Father, Where Are You Going?” to promote the campaign through their own microblogs.

本輪營銷中還推出了一則宣傳微信活動的電視廣告。廣告中，媽媽和女兒一邊玩耍，一邊分享着一包奧利奧餅乾。作爲媒體攻勢的一部分，公司找來了人氣頗高的真人秀節目《爸爸去哪兒》中的明星爸爸，邀請他們在微博上進行宣傳。

Television, too, helps bridge the generational gap. Even though Chinese consumers are highly connected, not everybody is getting the messages that brands are sending.

而且，電視也有助於彌合代溝。雖然中國的消費者上網程度高，但品牌試圖傳遞的訊息也並非能夠接觸到所有人。

Mr. Liu’s father is one of them. Mr. Liu bought a Samsung smartphone for his father, who lives in Weifang, a city in Shandong Province, and taught him how to use Weixin so that they could video-chat.

劉雪龍的父親就是其中之一。劉雪龍給住在山東濰坊的父親買了一部三星手機，並教他如何使用微信，希望可以和他視頻聊天。

But it could be a while before his father gets the hang of Weixin, Mr. Liu said. “I am the only friend in his Weixin contact list, actually.”

不過，劉雪龍說，要讓父親真正學會使用微信，可能還需要一段時間。“其實，我是他微信上唯一的聯繫人。”