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Marketing - Western Perception, Chinese Reality

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Marketing in China is a an altogether different beast. What's perception and what is reality? This presentation was part of a King & Wood Malleson event for the Australia China Business Council.

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Marketing - Western Perception, Chinese Reality

  1. 1. Follow the conversation: #AsiaQ DIGITAL DISRUPTION Gavin Heaton @servantofchaos disruptorshandbook.com #DigiTalks MARKETING: WESTERN PERCEPTION,CHINESE REALITY Gavin Heaton @servantofchaos #AsiaQ DisruptorsHandbook.com
  2. 2. Follow the conversation: #AsiaQ TV Phone
  3. 3. Follow the conversation: #AsiaQ In the West, “digital disruption” is a hot topic
  4. 4. Follow the conversation: #AsiaQ In the West we had to learn “social ettiquette” – in China that’s the way it has always been done
  5. 5. Follow the conversation: #AsiaQ About one third of users in China, Hong Kong and Singapore watch online video every day. In Hong Kong, watching video on a computer or mobile in the evening (26%) is more common than watching TV (14%). -- Jeff Bercovici, Forbes
  6. 6. Follow the conversation: #AsiaQ WE ARE NOT TALKING TECH – WE’RE TALKING BEHAVIOUR
  7. 7. Follow the conversation: #AsiaQ THREE FACTORS Digital traditionalism Rural- urban migration LonelinessDistrust Rural-urban migration is giving rise to a new traditionalism The “one child generation” Government controlled media is not trusted
  8. 8. Follow the conversation: #AsiaQ In Chinese culture gifting is all about exchange. When you receive something from others, you want to give something back in return. When I send a red envelope to my friends, they send me one in return immediately. It is akin to a greeting, like asking: “how are you?” You are expected to ask the same question back. -- @Meg_Zeng http://bit.ly/1PENyhU
  9. 9. Follow the conversation: #AsiaQ DIGITISING TRADITION In 2014, 40 million virtual red envelopes were sent via WeChat In 2015, Alipay send 240 million. And WeChat topped 1 billion
  10. 10. Follow the conversation: #AsiaQ Victoria Song has over 16.5 million followers on Weibo alone KOLs
  11. 11. Follow the conversation: #AsiaQ http://bit.ly/1PFBk8L DOES HAVING A LOT OF FANS MAKE YOU AN INFLUENCER?
  12. 12. Follow the conversation: #AsiaQ THE RISE OF THE MICRO CELEBRITY
  13. 13. Follow the conversation: #AsiaQ HUMAN FLESH SEARCH ENGINE
  14. 14. Follow the conversation: #AsiaQ FOUR As of TRUST A BILITY Only write about and discuss topics where you have competence and ability to deliver on your promises. A UTHORITY Do you have expertise in the subject matter? Are you recognised in your industry? Do you have the gravitas to tell the story? A DVISE Can you take the lead in communicating with your audience? Influence action through clear direction. A CCOUNTABILITY Take responsibility for outcomes (good and bad). Be clear in your communications and transparent in disclosing your interests.
  15. 15. Follow the conversation: #AsiaQ NOT ONLY ONE WAY
  16. 16. Follow the conversation: #AsiaQ BE YOUR OWN IDOL #MyIdolhttp://en.faceii.com/g.html
  17. 17. Follow the conversation: #AsiaQ REMEMBER DIGITAL TRADITIONS 4 As of TRUST KOLs are PAID not EARNED media
  18. 18. Follow the conversation: #AsiaQ QUESTIONS? @servantofchaos gavin@disruptorshandbook.com

Marketing in China is a an altogether different beast. What's perception and what is reality? This presentation was part of a King & Wood Malleson event for the Australia China Business Council.

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