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Ferrari's 2021 car fired up for the first time as fallen F1 giants eye improved season with SF21 new Ferrari team boss Mattia Binotto: 'The car has been improved in all areas where developments. Ferrari NV, known as Ferrari, is an Italy-based designer, manufacturer and retailer of sports cars that is incorporated in the Netherlands. It operates under the Ferrari brand.
What Happened: “Do you have an invitation code?” Seemingly overnight, Chinese social media channels were flooded with this question. Ever since Elon Musk hosted an audio-chat with Robinhood CEO Vlad Tenev on Clubhouse, a US-based, invite-only chat app, the platform went viral and was downloaded 2.3 million times by January 31. To join, Clubhouse requires every user to have an invitation code, with each new registered user receiving two additional invitation codes. Given the scarcity of access, Chinese iPhone users were paying up to $77 USD for an invitation from various e-commerce sites and bypassing China’s censors. However, on the evening of February 8, thousands of Chinese users suddenly found themselves unable to access Clubhouse. Inside WeChat groups, Clubhouse users rushed to report the situation and help each other with ways — besides using a virtual private network (VPN) — to get back onto the red hot live audio app.
Jing Take: It’s no surprise that tech-savvy Chinese users flocked to Clubhouse. However, it was also no surprise that the popular app would meet the same fate as other US-based apps and services, like Facebook and Instagram, and be blocked by Beijing’s strict Internet regulations. According to people familiar with the platform, a handful of well-attended Chinese-language rooms touched on topics that are normally censored in China, from crypto trading to protests in Hong Kong to concerns of Uighur treatment.
Clubhouse’s success can be attributed to its innovative model compared to other platforms in China. WeChat communication is two-way, but does not require real-time responses; Soul’s voice chat room is mainly for social interactions, not theme-based round-table discussion content; Kuaishou and Douyin have live-streaming features, but Clubhouse allows everyone to be the audience and the interactive speaker. The arrival of this app filled a blank in the Chinese social media sphere, where the potential instant audio chatting services with substantial content has not been tapped. On top of that, the pandemic, scarcity factor, as well as Elon Musk’s celebrity halo all contributed to the perfect viral app.
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The invite-only marketing model is not unprecedented. The luxury brand agency Studio Succes was the ancestor of this strategy, specializing in creating high-end experiences for customers’ brands. But not all customers can access their website without recommendations and screening. Other luxury brands that have adopted the invite-only system include the high-end jewelry platform Net-a-Porter, Tiffany & Co.’s Secret Salon, Ferrari and so on. They focus on giving customers exclusivity, thus creating a hunger effect.
On the other hand, reports have found that Clubhouse clones and derivatives are already in the making in China. For example, Lizhi’s social podcast app is not just about listening. It also lets listeners message hosts, tip them through virtual gifts, compete in online karaoke contests, and more. Nevertheless, before apps like Clubhouse can survive in China’s ultra-sensitive, socio-political environment, they need to somehow solve the inherent issue that any app based outside of the mainland must contend with, which is namely falling in line with Beijing’s censors. Clubhouse had been criticized for a lack of moderation and privacy violations in the West. Amplify that by a thousand in China, and it’s no wonder that Clubhouse enjoyed such a bright, short existence in the mainland.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.
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Ferrari and Shell have renewed their long association by announcing a multi-year partnership extension between the two brands giving us a good excuse to run the epic advert above.
This year Shell branding will appear on the Ferrari SF21, as well as on team apparel and on the race suits of their drivers Charles Leclerc and newcomer Carlos Sainz.
The Scuderia reported: “The decades-long technical and commercial agreement continues in a multi-year partnership with focus on sustainability and technology transfer, from track to road.
“This new chapter of one of the longest partnerships in motorsport will see the Scuderia and Shell working together not just in search of wins on the track, but also in defining the regulations relating to the power units of the future.
“The successful longstanding relationship over the years has produced 22 titles in the FIA Formula One World Championships – 10 Constructors’ and 12 Drivers’.
Mattia Binotto Managing Director & Team Principal Scuderia Ferrari: “The relationship between Scuderia Ferrari and Shell dates back to 1929, the year our team was founded. In that time we have produced so many victories together.
“We are delighted therefore that our collaboration is now set to go on even longer. We share many common values, not least excellence, passion for racing and teamwork, which have made this partnership unique in the history of motorsport.”
“As our Innovation Partner we will continue to work with Shell on the transfer of racing technology to mobility as well as the ambitious challenges that lie ahead in particular the aim of Formula 1 to reach a net-zero emissions level by 2030. ”
István Kapitány Shell Global Executive Vice President for Mobility: “Our partnership with Ferrari has bred truly remarkable innovations – innovations that Shell regularly relies upon when developing new fuels and lubricants for our customers.
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“We’re now entering a very exciting time in our history together as we leverage this partnership to not only strive for success on the track, but also to develop cleaner fuels and lubricants for our customers.”