艾媒咨询数据显示，中国短视频用户规模增长势头明显，2020年已超7亿人，预计2021年增至8.09亿人。益普索《2020年短视频白皮书》显示，短视频受众正向“全年龄”发展，浏览时间向“全时段”蔓延，短视频平台逐渐成为用户获得信息咨询的渠道之一。抖音和快手作为用户规模最大、用户黏度较高的两个短视频平台，近年来吸引到众多品牌入驻。视频号虽然起步较晚，但依托微信庞大的用户体量以及强大的社交生态，大量品牌账号、企业机构也迅速布局。友望数据显示，2021年1至5月，蓝v视频号数量逐月递增，上半年账号占比达到近20%，许多原本在观望的企业机构纷纷入局。
在此背景下，中国欧盟商会市场营销与传播论坛将组织一场关于短视频营销的分享讨论会，很高兴邀请到益普索中国资深研究总监武静分享短视频的现状与趋势洞察，以及三位企业嘉宾，宜家中国数字传播经理叶申琪女士、勃林格殷格翰企业宣传部经理朱骞女士和约翰迪尔市场营销专员李抒昊先生，分别就微信视频号、抖音、快手等平台分享企业的短视频运营经验，并由市场营销与传播论坛北京副主席乌兰主持展开相关讨论。
本次活动语言为中文，线下座位数有限，请注册时选择线上或线下参与方式。
According to iiMedia Research, the number of short video users in China has been growing significantly, with more than 700 million people in 2020, and it is expected to increase to 809 million in 2021. 2020 Short Video White Paper published by Ipsos suggests that short video is reaching an audience of all ages and developing into a full-time mode. Short video platforms have gradually become one of the channels that users obtain information. As the two short video platforms with the largest user base and high user retention, Douyin and Kuaishou have attracted many brands to create accounts in recent years. Although WeChat Channel started late, relying on WeChat's huge user base and strong social ecology, a large number of brands and organisations have already joined. Youwant Data shows that from January to May 2021, the number of corporate accounts increased month by month, accounting for nearly 20% by the first half of the year, and many companies that were originally on the fence entered the game.
The European Chamber Marketing and Communications Forum will therefore organise an event on short video marketing. The European Chamber is delighted to welcome Ms Wu Jing, senior research director at Ipsos, to share insights on the current situation and trend of the short video industry, and three in-house experts—Ms Ye Shenqi, digital communications manager at IKEA China, Ms Zhu Qian, corporate communications manager at Boehringer Ingelheim, and Mr Li Shuhao, marketing specialist at John Deere—to share their experience on short video marketing on WeChat Channel, Douyin and Kuaishou respectively. The discussion will be moderated by Ms Ulan, vice chair of the Marketing and Communications Forum Beijing.
This event will be conducted in Chinese. Limited offline seats are available. Please choose whether to join online or offline when you register.
AGENDA：
10:00-10:05 开场介绍 Opening remarks
10:05-10:25 短视频现状及趋势分享 Short video trend presentation
10:25-11:10 视频号、抖音、快手的运营经验分享 Experience sharing on WeChat Channel, Douyin and Kuaishou
11:10-11:50 问答讨论 Q&A
11:50-12:00 演讲嘉宾总结 Key take-aways from each speaker
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