Unlock	
  the	
  Chinese	
  Market	
  in	
  
Australia	
  
William	
  Chen	
  –	
  CEO	
  China	
  Key	
  
Official	
  Event...
My	
  Background	
  
•  Gumtree	
  (eBay)	
  
•  Dymocks	
  
•  Allianz	
  
•  HotelClub	
  
•  WesField	
  
•  Vodafone	
...
Social	
  Media	
  Experience	
  
•  Early	
  adopters	
  of	
  TwiPer	
  in	
  Australia	
  
•  One	
  of	
  the	
  most	...
China	
  likes	
  it	
  big	
  
•  Big	
  country	
  
•  Big	
  populaKon	
  
•  Big	
  economy	
  
•  Big	
  opportunity	...
..and	
  geTng	
  bigger	
  
•  66%	
  of	
  world’s	
  construcKon	
  
crane	
  in	
  China	
  
•  Produces	
  
– More	
 ...
China	
  is	
  rich	
  
•  2.8	
  Million	
  Millionaires	
  
•  600	
  Billionaires	
  
•  120	
  Million	
  Affluent	
  
M...
China	
  is	
  switched	
  on	
  
•  550	
  Million	
  internet	
  users	
  
– 2	
  x	
  US	
  
– 30	
  x	
  Australia	
  ...
China	
  is	
  social	
  
•  600	
  Million	
  Social	
  Media	
  users	
  
•  High	
  Social	
  Media	
  PenetraKon	
  
–...
Social	
  Media	
  in	
  China	
  
•  TwiPer,	
  Facebook	
  and	
  YouTube	
  banned	
  in	
  
China	
  
•  Chinese	
  ha...
Weibo	
  vs	
  TwiPer	
  
•  Real	
  world	
  comparison	
  
– Manchester	
  United	
  created	
  their	
  TwiPer	
  and	
...
China	
  loves	
  e-­‐commerce	
  
Forecast	
  for	
  2013	
  
– Overtake	
  the	
  USA	
  
– 280	
  Million	
  online	
  ...
But	
  China	
  is…	
  
•  It	
  is	
  out	
  of	
  reach	
  for	
  many	
  
China	
  is	
  right	
  here	
  
•  700,000	
  Chinese	
  
•  650,000	
  Chinese	
  Tourists	
  
–  Spending	
  twice	
  a...
Why	
  you	
  should	
  care?	
  
•  700,000	
  is	
  less	
  than	
  5%	
  of	
  the	
  populaKon	
  
•  Having	
  100%	
...
PoliKcians	
  on	
  TwiPer	
  
•  Every	
  poliKcian	
  is	
  on	
  TwiPer	
  
Kevin	
  Rudd	
  on	
  Weibo	
  
vs	
  
Extra	
  Engaged	
  Audience	
  
5	
  Times	
  more	
  Engagement	
  
Wrong	
  Audience	
  
•  Not	
  many	
  of	
  these	
  ‘extra’	
  engaged	
  users	
  could	
  
actually	
  vote.	
  
	
  
How	
  do	
  we	
  market	
  to	
  the	
  
Chinese?	
  
•  Follow	
  the	
  rules	
  of	
  any	
  markeKng	
  
– Right	
  ...
Understanding	
  the	
  Chinese	
  
•  There	
  are	
  some	
  key	
  cultural	
  differences	
  
between	
  Australians	
 ...
Consumer	
  Behaviour	
  
•  China	
  has	
  one	
  of	
  the	
  highest	
  savings	
  rates	
  in	
  
the	
  world	
  
• ...
Social	
  Proof	
  
•  40%	
  of	
  Chinese	
  Online	
  Shoppers	
  leave	
  product	
  
reviews.	
  Twice	
  the	
  rate...
GeTng	
  Started	
  
•  So	
  how	
  do	
  we	
  get	
  started?	
  
1.  Website	
  
2.  Social	
  Media	
  
3.  PromoKon	...
Start	
  with	
  your	
  website	
  
•  Not	
  Necessary	
  to	
  translate	
  complete	
  site	
  
– But	
  definitely	
  ...
TesKmonials	
  
•  TesKmonials	
  and	
  social	
  proof	
  very	
  important	
  
•  Try	
  to	
  get	
  Chinese	
  tesKmo...
Social	
  Media	
  
•  Weibo	
  should	
  be	
  an	
  extension	
  of	
  any	
  Social	
  
Media	
  Strategy	
  
•  Sign	
...
What	
  does	
  it	
  look	
  like?	
  
Enterprise	
  Accounts	
  
Check	
  your	
  brand	
  
•  Chinese	
  people	
  might	
  already	
  be	
  talking	
  about	
  
your	
  business.	
  	
 ...
PromoKon	
  
•  Now	
  that	
  you	
  have	
  a	
  Chinese	
  
Presence,	
  Kme	
  to	
  let	
  people	
  
know	
  about	
...
Social	
  Media	
  CompeKKon	
  
•  Giving	
  away	
  a	
  prize.	
  	
  
•  Great	
  for	
  branding	
  
– Must	
  be	
  ...
Paid	
  PromoKons	
  
•  Banner	
  ads	
  on	
  popular	
  Chinese	
  websites	
  
– 500,000	
  to	
  1	
  million	
  visi...
Sponsored	
  Weibo	
  Posts	
  
•  Just	
  like	
  Sponsored	
  Tweets	
  
– Has	
  Australian	
  TargeKng	
  (Sydney	
  o...
Run	
  Chinese	
  Ads	
  
•  Run	
  Chinese	
  Ads	
  on	
  normal	
  paid	
  search	
  
channels	
  	
  
•  Facebook	
  A...
Chinese	
  Facebook	
  Ads	
  
•  600%	
  increase	
  in	
  Click	
  Through	
  Rate	
  
•  500%	
  decrease	
  in	
  Cost...
Organic	
  PromoKons	
  
•  CreaPvity	
  can	
  beat	
  Budget	
  
•  Beijing	
  Storms	
  &	
  Durex	
  
•  Retweeted	
  ...
TranslaKon	
  
•  Don’t	
  skimp	
  on	
  cheap	
  translaKons.	
  
•  We	
  all	
  love	
  Chinglish	
  
•  Poorly	
  tra...
Reverse	
  Chinglish	
  
•  Poorly	
  translated	
  Chinese	
  
“Eat	
  your	
  fingers	
  off”	
  
Different	
  Levels	
  
•  Machine	
  TranslaKon	
  –	
  Don’t	
  do	
  it.	
  
•  Basic	
  TranslaKon	
  –	
  Okay	
  for	...
Get	
  Started	
  
•  Get	
  started	
  now,	
  before	
  your	
  compeKtors	
  do.	
  
•  This	
  is	
  only	
  the	
  be...
Thank	
  You	
  
•  Get	
  in	
  touch	
  
–  Email:	
  william@chinakey.com.au	
  
–  Mobile:	
  0433	
  647	
  099	
  
–...
Unlock The Chinese Market in Australia
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.

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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Unlock The Chinese Market in Australia

  1. 1. Unlock  the  Chinese  Market  in   Australia   William  Chen  –  CEO  China  Key   Official  Event  
  2. 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. 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. 4. China  likes  it  big   •  Big  country   •  Big  populaKon   •  Big  economy   •  Big  opportunity  
  5. 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. 6. China  is  rich   •  2.8  Million  Millionaires   •  600  Billionaires   •  120  Million  Affluent   Middle  class   – 200  Million  by  2020  
  7. 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. 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. 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. 10. Weibo  vs  TwiPer   •  Real  world  comparison   – Manchester  United  created  their  TwiPer  and   Weibo  account  in  July  2013  
  11. 11. China  loves  e-­‐commerce   Forecast  for  2013   – Overtake  the  USA   – 280  Million  online   shoppers   – Spending  $265   Billion  USD  
  12. 12. But  China  is…   •  It  is  out  of  reach  for  many  
  13. 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. 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. 15. PoliKcians  on  TwiPer   •  Every  poliKcian  is  on  TwiPer  
  16. 16. Kevin  Rudd  on  Weibo   vs  
  17. 17. Extra  Engaged  Audience   5  Times  more  Engagement  
  18. 18. Wrong  Audience   •  Not  many  of  these  ‘extra’  engaged  users  could   actually  vote.    
  19. 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. 20. Understanding  the  Chinese   •  There  are  some  key  cultural  differences   between  Australians  and  Chinese   •  What  usually  works  might  not  work  with   Chinese  
  21. 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. 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. 23. GeTng  Started   •  So  how  do  we  get  started?   1.  Website   2.  Social  Media   3.  PromoKon  
  24. 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. 25. TesKmonials   •  TesKmonials  and  social  proof  very  important   •  Try  to  get  Chinese  tesKmonials,  people  your   customers  can  relate  to.  
  26. 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. 27. What  does  it  look  like?  
  28. 28. Enterprise  Accounts  
  29. 29. Check  your  brand   •  Chinese  people  might  already  be  talking  about   your  business.     •  They  can  become  your  ambassadors  
  30. 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. 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. 32. Paid  PromoKons   •  Banner  ads  on  popular  Chinese  websites   – 500,000  to  1  million  visitors  a  month  on  top   Australian-­‐Chinese  websites  
  33. 33. Sponsored  Weibo  Posts   •  Just  like  Sponsored  Tweets   – Has  Australian  TargeKng  (Sydney  or  Melbourne)  
  34. 34. Run  Chinese  Ads   •  Run  Chinese  Ads  on  normal  paid  search   channels     •  Facebook  Ads   – Target  Chinese  language  users   •  Google  Adwords   – Use  Chinese  keywords  
  35. 35. Chinese  Facebook  Ads   •  600%  increase  in  Click  Through  Rate   •  500%  decrease  in  Cost  Per  AcKon  
  36. 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. 37. TranslaKon   •  Don’t  skimp  on  cheap  translaKons.   •  We  all  love  Chinglish   •  Poorly  translated  English  
  38. 38. Reverse  Chinglish   •  Poorly  translated  Chinese   “Eat  your  fingers  off”  
  39. 39. Different  Levels   •  Machine  TranslaKon  –  Don’t  do  it.   •  Basic  TranslaKon  –  Okay  for  providing   informaKon.   •  Advanced  TranslaKon  –  Understanding   meaning  and  then  recomposing.    
  40. 40. Get  Started   •  Get  started  now,  before  your  compeKtors  do.   •  This  is  only  the  beginning.  
  41. 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  

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