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iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands - Ashley McVey, Next Digital
 

iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands - Ashley McVey, Next Digital

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As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever ...

As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever before. Asia accounts for half of the global population and has the second-largest nominal GDP of all continents after Europe. With increasing digital connectivity and a maturing online market comparatively untouched by international brands, the world's eyes turn on Asia as the next big thing.

In this session, we’ll together explore a market with multiple languages, currencies and audience behavioural nuances to demystify the opportunity of, and approach to expanding operations in Asian markets. Aligned with Australian strategic expertise, we’ll spark conversation on the common challenges and brand opportunities Asia presents to your brand.

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  • Reach.An extra
  • Because it is paying off. Asian Audiences are engaging with brands online more than ever before.n comparison, only four countries from Europe (Poland, Germany, France and Great Britain) and two from the Americas (Brazil and the US) have similar levels of online retail spending.
  • Australia has grown 162.15% since 2010Africa has grown 155.59% since 2010Global average is 162.73% increase in that time,
  • The regional average is 20%. Singapore, Malaysia and China are all well above this.Australia is 53%.
  • Google is the biggest search engine in Malaysia and Singapore. Baidu is the biggest is China by far with 90% of search Traffic.Interestingly, brands in China rely much more heavily on SEM than SEO for traffic majoritively.
  • one study by researcher CIC concluded that 87% of online mentions of fashion brands in China is related to showing off Without a social-media strategy targeting a Chinese audience, companies risk being perceived incorrectly or in undesirable ways.Marketers need to first understand what consumers are ALREADY saying about their brands.
  • In the 2011 Warc Prize for Asian Strategy, 23 of the 25 shortlisted campaigns were single-market: it's clear that the best strategies are local.China's high-growth areas are shifting from its east coast to the west, "from cities you are all familiar with –Shanghai, Beijing, Guangzhou – to metropolitan areas in the west, that one doesn't really hear of".
  • An estimated 270 million consumers will be brought intothe segment in the next decade. An estimated 45% of the consumers in small cities will be middle-class by then: "In just fouryears' time, China will be approaching 600 cities which have over a hundred thousand or more affluent middle-classconsumers.“
  • In the 2011 Warc Prize for Asian Strategy, 23 of the 25 shortlisted campaigns were single-market: it's clear that the best strategies are local.China's high-growth areas are shifting from its east coast to the west, "from cities you are all familiar with –Shanghai, Beijing, Guangzhou – to metropolitan areas in the west, that one doesn't really hear of".
  • "some small city consumers are able to save 30% or even 50% of monthly income,This involves creating content, experiences and products relevant to new audience demographics. For example - Neo label, which is a fashion line rather than a specialist sport range. In lower-tier cities, it is positioning Neo as "the next cool brand for young consumers".To complement this, adidas run tier specific advertising campaigns tailored to the demographic groups at different times seasonally.
  • Coke is now much sweeter in Asia than western countries.
  • High appeal to international audiencesEngaged Next Digital to build their China site for the China market
  • High appeal to international audiencesEngaged Next Digital to build their China site for the China market
  • China identified as a major new market – invested in full siteHeavy focus on content – content has be localised and targeted at socio-economic groups in the chinese marketAudience segments have been split – Students, Families, Older generation etc.3D videosTVC integrationMore content pages than originally planned. Plans to expand content out 700% in next 12 months.UX has been a significant learning curve – the brand really had to face the question “how much am I prepared to go off brand”ResultsOverseas visits to Victoria have increased 32.5% in 2012Visitors to the site have increased 75%50% of all Chinese tourism to Australia is to VictoriaTwice the content on the Tourism Vic site as NSW and QLD33% more content that the Tourism AustraliaCampaigns least expected have performed the best24% of site traffic is from MobileHuge Reliance on SEM traffic from Baidu “you have to buy your way in”
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iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands - Ashley McVey, Next Digital iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands - Ashley McVey, Next Digital Presentation Transcript

  • Taking on Asia The Opportunity for Australian BrandsAshley McVeyStrategy & Marketing Director, Next Digital
  • AgendaA brief overview of the regionWhy Asia?Trends in the RegionKey Learnings
  • First, a look at the whole region.24countries3,450,000,000 people50% of the worlds pop’n44.8% of the worlds internet usersRegionalismLanguagesCultural IdentitiesLaws and Regulations
  • 2 distinct markets to set the scene
  • Why Explore Asia 538m 40% 18m 62% 20m 90% Sept: 2012
  • Why Explore AsiaGlobal Rank Country Annual increase 6 China 9.5% 64 Malaysia 5.2% 142 Australia 1.8%Very attractive to multi-nationals due to high annual GDP growth. Source: Warc
  • Why explore the region?Asia-Pacific countries lead the world in e-commerce adoption.90% of consumers have purchased online. Src: Neilson. One size does not fit all- Asias multi-channel opportunity Countries include: Taiwan, Japan, China, S. Korea, NZ, Aust., Malaysia
  • But it is a complex Region By 2020, China is Half of Malaysians16% of Chinese tipped to have the between 20-34 people speak worlds largest consumer mobile English economy media on their smartphone Metropolitan vs. Rural audiences Malaysia is in the top 3 countries for video downloads. Source: Next Digital Regional Offices Source: Warc
  • Trends in AsiaASEAN is experiencing 3 big trends in online consumer behaviour: 1 Mobile Web 2 Video Content Consumption 3 Social Media Source: http://www.slideshare.net/BMGlobalNews/b-m-global-social-media-checkup-2012-deck-13341217
  • Trends in AsiaMobile browsing: % of all web traffic 192.5% increase since 2010 7.96% 5.13% 17.84% 14.85% 2.86% 7.55% Source: StatCounter. Pingdom.com. May 2012
  • Trends in AsiaBy 2013 the number of mobile searches is predicted to exceed desktop. Source: Roy Morgan
  • Social Penetration by Country 51% 41% 40% 20% Region Avg.Singapore Malaysia China Asia’s avg. Source. eConsultancy. Social media in Asia: Understanding the Numbers
  • Corporate use of Social Media in Asia China 80% 90% 50% 30% Malaysia 80% 100% 20% 80% Australia 90% 50% 50% Micro blogs Social Networks Corporate BlogsKey Trend across regional markets is micro-blogging. Video SharingCorporate blog usage has grown by 40% since 2010. Source: eConsultancy. Social Media in Asia
  • The Search Landscape VS
  • There is a lot of Success AlreadyFMCG Tourism Retail ManufacturingCoca Cola Tourism Victoria High end goods Phillips Pepsi Tourism Australia Sports brands SonyStarbucks Childrens Toys
  • Key Learnings
  • The Key Learnings1 Research the market2 Adapt Strategy3 Localise your Brand4 Utilise Local Expertise
  • Research the Markets2 distinct language versions Primary language is MalaySimplistic and Traditional English very widely spokenHighly detached regions 2 distinct land massesClass division Est. young middle classUnique family structure Large working demographic
  • Adapt StrategyChina is quickly approaching 20% of the worlds pop’nBy 2020, China will have 800 urban locations with a higherincome per capita than ShanghaiBy 2025, China will have 10 cities bigger than New York Source: Warc
  • Adidas “You cant treat China with a one-size-fits-all approach."Colin Currie, Managing Director of AdidasGroup China
  • AdidasHave identified Upper, Mid and Lower tier citiesUnderstand consumer behaviours are different due todifferent living costsHave a tailored strategy for each location
  • Adidas Neo
  • Localise your Brand Message Product Brand
  • Localise your Messagehttp://www.youtube.com/watch?v=W16qzZ7J5YQ
  • Localise your Messagehttp://www.tudou.com/listplay/Mlvy1XqBDUU/p7w518NftF4.html
  • Localise Your Product
  • Your Brand“I find I need to check myWestern sensibilities atthe door when planningcampaigns.” Paul Baron, Group Marketing Manager, Tourism Victoria
  • Work with Local Resource
  • Tourism Victoria in Malaysia
  • Tourism Victoria in China
  • Melbourne - Sydney - Brisbane - Shanghai - Kuala Lumpur - Singapore Next Digital Melbourne P: 8612 6888Ashley8, 15 William Street Level McVey F: 8612 6899Strategy & Marketing Director Melbourne, 3000 E: hello@nextdigital.comamcvey@nextdigital.com03 8612 6811