China News Service, Shanghai, November 10 (Fan Yubin, Song Mei) Recently, a cross-cultural communication brand called "Sihai One Table" made its debut at the Bund FTC in Huangpu District, Shanghai. The first event was hosted by the Bund FTC, Huangpu District Overseas Chinese Federation, and Huangpu District New Federation. More than 120 platform representatives, corporate brands, time-honored brands and content creators from 15 countries and regions participated.
Inviting guests and friends from all over the world to the same table for equal dialogue and co-creation of content - this is the meaning of "One Table" and the original intention of launching this cross-cultural dialogue brand in the Huangpu District Internet High-quality Content Creation Cluster.
Two round tables: to be seen, but also to be understood and trusted
The day's exchanges began with two round-table sharing sessions. The first conversation was about "how culture is understood." The method of Wang Huanhuan, the creator of traditional Chinese medicine culture, is to "get results first, then talk about culture." According to French cultural creator and singer Milena, what moves people is often not grand cultural concepts, but the resonance of details and emotions. Geely Design Director Guilherme Knop took car design as an example and suggested transforming the philosophy and lifestyle in culture into product experience. Yu Ji, Director of Overseas Communications of Yuyuan Garden, shared a sample of the Yuyuan Lantern Festival going overseas.
Event site. Photo provided by the organizer
The second session focused on “how brands are selected”. Gregory Arthur, founder of Amberrun, has been helping Chinese companies develop markets in the United States and Latin America all year round. In his view, different markets have different ways of building trust, and good products need to prove themselves in a way that is recognized by local customers. Zhai Ling, public affairs director of Xiaohongshu, shared that brand trust comes from real experiences, candid reviews and continuous after-sales service from different users. Zhu Jingying, CEO of Shanghai Xinyibo Technology Co., Ltd., believes that brands should think about which overseas young people can express their voices and become a choice for them to express themselves. Thomas, a German content creator who has been in China for ten years, condensed the secret into one word: authenticity.
After the two roundtables, "audience analysis", "demand-driven", "user perspective narrative", "localization" and "modernization" were repeatedly mentioned by the sharers; "No matter how perfect the narrative is, it can't be as good as letting the audience know what they can get in the first three seconds." Many participants benefited a lot from concrete and feasible suggestions.
Behind the table: the industrial ecology of the central city
It is no accident that "One Table" is located in the Bund FTC.
The high-quality Internet content creation cluster in Huangpu District, with the Bund FTC as its core, has grown from one building to a block in more than a year: the Bund Building, Bund Lane 1, and Jiangchuan Building have successively become expansion carriers. So far, the gathering area has connected with 1,284 groups of companies and creators, held 2,775 events, settled 3,343 bloggers, attracted 173 companies, and the number of fans of established companies has exceeded 1.6 billion.
More critical than numbers is the granularity of services: the Government Service Center and the Content Creation Promotion Center provide one-stop services, Shanghai's first creator talent apartment solves the "settlement" problem, and the FTC-OPC zone allows "one-person companies" to freely switch between multiple buildings with a unified lease agreement. French creator Milena registered her own content company in Huangpu.
At the other end of this ecosystem are time-honored brands such as Lao Fengxiang, Gujin, Xinghualou, Shao Wansheng, and Shen Dacheng. They require almost no explanation in China, but across languages and cultures, they all become content that "needs to make up for lessons" - the "disaster at sea" is not that the things are bad, but that they "have not been translated."
From the perspective of international creators, the questions “What does this taste like” and “Why are you eating it today” asked by overseas audiences in the comment area are the most direct entry points for product iteration.
After the show: The exchange continues to heat up
One hour after the round table, the microphone was handed over to the participants in the audience: on one side were Chinese brands and time-honored brands eager to go overseas, and on the other side were content creators who were well versed in overseas audiences. Through this table, "needing each other" becomes "finding each other."
After the event, the exchanges continued to heat up. In the two hours after the show ended, dozens of participants still had something to say. They used their interests and content as media to overcome language barriers and worked hard to communicate. The atmosphere was relaxed and warm.
It is reported that "One Table" will continue to be carried out around one issue and one issue. On the same day, a group of influential creators on overseas social platforms also responded to the call of the Bund FTC and jointly launched a normalized collaboration mechanism to provide content support for Chinese companies to go overseas and develop globally.
A table connects the world. This "two-way rush" starting from the Bund is worth looking forward to. (over)
