Unlock The Chinese Market in Australia

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Unlock The Chinese Market in Australia

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Everybody knows China is a huge opportunity, with 550 Million internet users, 1.2 Billion mobiles and in 2013 it is set to overtake the USA as the world's largest E-Commerce spender. ...

Everybody knows China is a huge opportunity, with 550 Million internet users, 1.2 Billion mobiles and in 2013 it is set to overtake the USA as the world's largest E-Commerce spender.

But did you know that there is an even better opportunity and it is right under your noses.

There are currently 700,000 Chinese living in Australia, 700,000 Chinese tourists visiting every year, 170,000 Chinese students and 500,000 Chinese Social Media users IN Australia.

So how do you unlock this very lucrative and over looked market? China Key will show you how.

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  • 1. Unlock  the  Chinese  Market  in   Australia   William  Chen  –  CEO  China  Key   Official  Event  
  • 2. My  Background   •  Gumtree  (eBay)   •  Dymocks   •  Allianz   •  HotelClub   •  WesField   •  Vodafone   •  Big  W   •  Mortgage  Choice   •  Worked  Agency  Side  for  3  years   •  Worked  across  all  Online  MarkeKng  channels   •  HolisKc  Digital  MarkeKng  
  • 3. Social  Media  Experience   •  Early  adopters  of  TwiPer  in  Australia   •  One  of  the  most  followed  in  Australia   •  Recognized  as  a  Top  10  Social  Influencer   Under  30  at  a  lunch  with  the  Prime  Minister  
  • 4. China  likes  it  big   •  Big  country   •  Big  populaKon   •  Big  economy   •  Big  opportunity  
  • 5. ..and  geTng  bigger   •  66%  of  world’s  construcKon   crane  in  China   •  Produces   – More  steel  than  next  38   countries  combined   – More  concrete  than  the   whole  world  combined   From  1990  to  2010  (20  Years)  
  • 6. China  is  rich   •  2.8  Million  Millionaires   •  600  Billionaires   •  120  Million  Affluent   Middle  class   – 200  Million  by  2020  
  • 7. China  is  switched  on   •  550  Million  internet  users   – 2  x  US   – 30  x  Australia   •  1.2  Billion  mobiles   – 4  x  US   – 53  x  Australia   •  420  Million  mobile  internet  users  
  • 8. China  is  social   •  600  Million  Social  Media  users   •  High  Social  Media  PenetraKon   – 91%  of  internet  users  are  on  Social  Media   – Compared  to  67%  in  the  US   Source:  mckinsey.com  
  • 9. Social  Media  in  China   •  TwiPer,  Facebook  and  YouTube  banned  in   China   •  Chinese  have  their  own  equivalent  of  all   popular  sites   •  Weibo  =  Chinese  TwiCer   – 400m  Weibo  users  vs  500m  TwiCer  users  
  • 10. Weibo  vs  TwiPer   •  Real  world  comparison   – Manchester  United  created  their  TwiPer  and   Weibo  account  in  July  2013  
  • 11. China  loves  e-­‐commerce   Forecast  for  2013   – Overtake  the  USA   – 280  Million  online   shoppers   – Spending  $265   Billion  USD  
  • 12. But  China  is…   •  It  is  out  of  reach  for  many  
  • 13. China  is  right  here   •  700,000  Chinese   •  650,000  Chinese  Tourists   –  Spending  twice  as  much  and   staying  twice  as  long   •  170,000  Chinese   InternaKonal  students   •  500,000  Chinese  Social   Media  users   Look  Closer  to  Home  
  • 14. Why  you  should  care?   •  700,000  is  less  than  5%  of  the  populaKon   •  Having  100%  of  5%  is  much  bePer  than   sharing  95%  with  100  others    
  • 15. PoliKcians  on  TwiPer   •  Every  poliKcian  is  on  TwiPer  
  • 16. Kevin  Rudd  on  Weibo   vs  
  • 17. Extra  Engaged  Audience   5  Times  more  Engagement  
  • 18. Wrong  Audience   •  Not  many  of  these  ‘extra’  engaged  users  could   actually  vote.    
  • 19. How  do  we  market  to  the   Chinese?   •  Follow  the  rules  of  any  markeKng   – Right  channel  for  the  right  audience   •  China  isn’t  a  magical  place  where  it’s  free  for   all   •  Worth  the  Kme  to  think  about  a  proper   strategy.   China   Strategy  101  
  • 20. Understanding  the  Chinese   •  There  are  some  key  cultural  differences   between  Australians  and  Chinese   •  What  usually  works  might  not  work  with   Chinese  
  • 21. Consumer  Behaviour   •  China  has  one  of  the  highest  savings  rates  in   the  world   •  But  accounts  for  20%  of  the  worlds  luxury   goods  market!   •  “Protect  Wealth  while  Projec0ng  Wealth”   •  Sony   – Handycam          54%  Market  Share   – Bravia  TV              3%  Market  Share    
  • 22. Social  Proof   •  40%  of  Chinese  Online  Shoppers  leave  product   reviews.  Twice  the  rate  of  US.   •  45%  of  Shopper  say  they  look  to  Social  Media   to  help  make  purchase  decisions.   •  2  Main  reasons   – Social  Proof,  won’t  lose  face  is  purchasing  this   – Safety  and  Quality  
  • 23. GeTng  Started   •  So  how  do  we  get  started?   1.  Website   2.  Social  Media   3.  PromoKon  
  • 24. Start  with  your  website   •  Not  Necessary  to  translate  complete  site   – But  definitely  do  it  if  you  can!   •  Must  have  at  least  a  landing  page   – What  your  business  is   – Unique  selling  points   – Tell  a  story   – Chinese  TesKmonials   – Call  to  acKon    
  • 25. TesKmonials   •  TesKmonials  and  social  proof  very  important   •  Try  to  get  Chinese  tesKmonials,  people  your   customers  can  relate  to.  
  • 26. Social  Media   •  Weibo  should  be  an  extension  of  any  Social   Media  Strategy   •  Sign  Up  via  Weibo.com   – Once  signed  in,  you  can  change  menu  to  English  
  • 27. What  does  it  look  like?  
  • 28. Enterprise  Accounts  
  • 29. Check  your  brand   •  Chinese  people  might  already  be  talking  about   your  business.     •  They  can  become  your  ambassadors  
  • 30. PromoKon   •  Now  that  you  have  a  Chinese   Presence,  Kme  to  let  people   know  about  it.   •  Need  to  decide  what  your  KPI’s   and  Goals  are   – Leads   – Branding   – Sales  
  • 31. Social  Media  CompeKKon   •  Giving  away  a  prize.     •  Great  for  branding   – Must  be  easy  to  enter  and  share  (viral  effect)   – Not  so  good  for  leads/sales  (kills  the  viral  effect)  
  • 32. Paid  PromoKons   •  Banner  ads  on  popular  Chinese  websites   – 500,000  to  1  million  visitors  a  month  on  top   Australian-­‐Chinese  websites  
  • 33. Sponsored  Weibo  Posts   •  Just  like  Sponsored  Tweets   – Has  Australian  TargeKng  (Sydney  or  Melbourne)  
  • 34. Run  Chinese  Ads   •  Run  Chinese  Ads  on  normal  paid  search   channels     •  Facebook  Ads   – Target  Chinese  language  users   •  Google  Adwords   – Use  Chinese  keywords  
  • 35. Chinese  Facebook  Ads   •  600%  increase  in  Click  Through  Rate   •  500%  decrease  in  Cost  Per  AcKon  
  • 36. Organic  PromoKons   •  CreaPvity  can  beat  Budget   •  Beijing  Storms  &  Durex   •  Retweeted  45,000  Times   •  7,000  Comments   •  Combined  Reach  of  around  50   Million  People  
  • 37. TranslaKon   •  Don’t  skimp  on  cheap  translaKons.   •  We  all  love  Chinglish   •  Poorly  translated  English  
  • 38. Reverse  Chinglish   •  Poorly  translated  Chinese   “Eat  your  fingers  off”  
  • 39. Different  Levels   •  Machine  TranslaKon  –  Don’t  do  it.   •  Basic  TranslaKon  –  Okay  for  providing   informaKon.   •  Advanced  TranslaKon  –  Understanding   meaning  and  then  recomposing.    
  • 40. Get  Started   •  Get  started  now,  before  your  compeKtors  do.   •  This  is  only  the  beginning.  
  • 41. Thank  You   •  Get  in  touch   –  Email:  william@chinakey.com.au   –  Mobile:  0433  647  099   –  LinkedIn:  hPp://www.linkedin.com/in/williamxiaochen   –  TwiPer:  hPp://www.twiPer.com/wealthforteens     Promo  Code:  ChinaKey                Get  10%  off  Kckets