Macau Institute of Management and its MBA Alumni co-organised a practical seminar on the topic of “Technological Characteristics under New Era and New Thinking on Career Transformation” at 8FL, seminar room, MIM on 23 January 2021 (Saturday). Speakers were Ms Beany Ho, Marketing and Sales Director of Xiaohongshu, Macau, and Mr William Keong (Ginger), Executive Director of Manner Production Limited.
Dr Samuel Tong, President of Macau Institute of Management, expressed that the conventional thinking and business models would hardly survive under the pandemic as the market structure had been changed. MIM would like to bring insights --- from theory to latest technology and marketing tools, to executives through various seminars and courses so to change their perspectives under this era of digital economy.
Ms Ho said Macau is a tourism city. “Post-80s” and “post-90s” young women are the main users who are interested in tour-related information in the platform. They have high purchasing power, prefer high quality products and like highly-interactive platforms. Key opinion leaders (KOL) and “ordinary people” can greatly influence their decision-making in shopping. With endorsements, they will go to the scenic spot and have pictures taken, posted and shared on social media platforms. Ms Ho added that for business users, besides using KOL and ordinary people to attract shoppers, they can create eye-catching materials and copywriting on Xiaohongshu (a social e-commerce platform) to gain their business popularity. Business users should set up clear goals and selling points of their products e.g. promotion strategies on food or accommodation etc. through creative presentation such as caption copywriting, image and video. They can also consider to use lucky draw or gift-given so to enhance brand awareness.
Mr Keong (Ginger) said there are many social media platforms and live broadcasting nowadays hence the competition among brands is severe. “Others have and you don’t” make a difference to enterprises. Micro, small and medium enterprises may find using social media platforms or technology cumbersome. However, under 5G application in future, enterprises should grab the opportunities. There are different tools could be used or purchased on the internet. In the long run, it is a good investment for an enterprise to build up a team of talents with abilities in contents creation and operation in social media marketing.
