Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
DESIGNING
FOR CHINA
为中国设计
10TOP TIPS
近几年各行各业全球化的趋势,让很多中国
企业开始制定海外营销战略,力争把“中国制造”
品牌,推出国门,迈向国际。海外市场不同的历史
文化背景,不一样的语言、人文地理和消费...
为澳洲设计
10
DESIGNING FOR AUSTRALIA
个好贴士
Cross-cultural pollination in a globalised world is
ushering in a vibrant new era of...
01 Be patient with Chinese companies. Good things
come to those who wait, but only once trust has
been established.
GUANXI...
BE AUTHENTIC... Show your respect for your host’s success.
Acknowledge their customs and hospitality,
but remain authentic...
03
Chinese people are increasingly well-travelled, global
citizens. However when it’s time to talk business on
their turf,...
04
THINK MACRO
TO MICRO
Chinese culture places the collective before the
individual. Addresses are written province, city,...
05
When examining a picture, a western eye may see
the deer before the forest, while a Chinese reader,
steeped in eastern ...
0406
READ THE SIGNS Chinese design is rich with symbolism. Numbers
have meaning. Colours have meaning. A single brush
stro...
07
Thinking of creating a Chinese version of your logo?
Chinese characters are pictograms that often reflect
their natural...
08
FOLLOW US
ON WEIBO
The sophistication, prominence and adoption of
Chinese social media and e-commerce far exceeds
our u...
09
Formalities and ceremony are still observed by
many people. So don’t call your elders by their first
name, be prepared ...
0410
BE THE
CHANGE
China is not the China of twenty years ago. Tradition
remains but cross-cultural influence is everywher...
AGRIBUSINESS
(Guangzhou, Chengdu and Shanghai)
FINANCIAL SERVICES
(Hong Kong and Shanghai)
HEALTH AND AGED CARE
(Beijing, ...
CORE
NETWORK
designers
illustratorsphotographers
strategists writers
web developers
video producers journalists
editors pr...
DESIGNING
FOR CHINA
为中国设计
10TOP TIPS
BWD is one of Australia’s leading independent
creative communications agencies.
Our p...
Upcoming SlideShare
Loading in …5
×

Ten top tips for talking to China

413 views

Published on

Cross-cultural pollination in a globalised world is ushering in a vibrant new era of communication.
In this presentation you’ll find ten top tips to help you navigate new conversations when doing business in China.
好运 (Good luck)

Published in: Design
  • Be the first to comment

  • Be the first to like this

Ten top tips for talking to China

  1. 1. DESIGNING FOR CHINA 为中国设计 10TOP TIPS 近几年各行各业全球化的趋势,让很多中国 企业开始制定海外营销战略,力争把“中国制造” 品牌,推出国门,迈向国际。海外市场不同的历史 文化背景,不一样的语言、人文地理和消费心理 等,令制定能够适应本土化的品牌营销战略至 关重要。 作为中国重要经贸合作伙伴的澳大利亚,具有独 特的市场特点。了解澳大利亚企业品牌本土化、 广告宣传和其他创意营销的特点,是中国企业成 功拓展澳大利亚市场的重要一步。 澳大利亚品牌策划和创意沟通的旗舰企业BWD, 给中国朋友精心准备了这本《为澳洲设计 10个 实用贴士》手册。 BWD,是澳大利亚一间领衔创意沟通公司,致力于通过创意营 销策略,协助客户建设可持续性企业。 作为澳大利亚品牌建设的旗舰企业,BWD拥有双语营销的悠 久行业历史,以创意、创新和专业,帮助了众多跨国公司,成功 制定品牌国际化和本土化策略,协助他们推销其产品与服务。 详情见bwdcreative.com.au BWD SUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA
  2. 2. 为澳洲设计 10 DESIGNING FOR AUSTRALIA 个好贴士 Cross-cultural pollination in a globalised world is ushering in a vibrant new era of communication. In the following pages you’ll find ten top tips to help you navigate new conversations when doing business in China. 好运 (Good luck) BWD SUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA BWD,是澳大利亚一间领衔创意沟通公司,致力于通过创意营 销策略,协助客户建设可持续性企业。 作为澳大利亚品牌建设的旗舰企业,BWD拥有双语营销的悠 久行业历史,以创意、创新和专业,帮助了众多跨国公司,成功 制定品牌国际化和本土化策略,协助他们推销其产品与服务。 详情见bwdcreative.com.au
  3. 3. 01 Be patient with Chinese companies. Good things come to those who wait, but only once trust has been established. GUANXI FIRST, BUSINESS LATER 1
  4. 4. BE AUTHENTIC... Show your respect for your host’s success. Acknowledge their customs and hospitality, but remain authentic to your own roots. Many brands have failed to ‘look Chinese’ when their own national heritage would play just fine. 02 Looking Chinese Respectfully local Authentically Australian 2
  5. 5. 03 Chinese people are increasingly well-travelled, global citizens. However when it’s time to talk business on their turf, get yourself a specialist translator who understands your business and can potentially spot important communication nuances of which you may be unaware. ...BUT TALK THEIR LANGUAGE 3
  6. 6. 04 THINK MACRO TO MICRO Chinese culture places the collective before the individual. Addresses are written province, city, district, block and gate number. Chinese put surnames first, and the year before the month and date. So think about the big picture first. 4
  7. 7. 05 When examining a picture, a western eye may see the deer before the forest, while a Chinese reader, steeped in eastern philosophy, may consider the complex harmony of nature. Your corporate communications should also consider the balance between personal need and shared benefit. HIGHLIGHT OUR COMMON GOALS 5
  8. 8. 0406 READ THE SIGNS Chinese design is rich with symbolism. Numbers have meaning. Colours have meaning. A single brush stroke can convey a lifetime of feeling. So ask a local expert to consider the hidden meaning of every element of your communication carefully. wood forest large forest LONG LASTING PERFECT LUCKY RICH (CANTONESE) DEATH 木 林 森 numbers 数 字 colours 颜 色 九 9 六 6 十 10 八 8 四 4 木 木 木 木 木 木 林 森 森 JOY / WEALTH / CELEBRATION / PROSPERITY / LONG LIFE / BLOOMING EMPEROR / ROYALTY / HAPPY / GOOD FAITH WEALTH / METAL DEATH / DARKNESS / GORY PURENESS / COURAGE / SADNESS 6
  9. 9. 07 Thinking of creating a Chinese version of your logo? Chinese characters are pictograms that often reflect their natural origins. So consider their meaning and sounds beyond their literal translation. Above: The Chinese pronunciation of ‘Kerker Kerler’ means ‘tastes good’, while Ikea and Carrefour have manipulated the pictograms of their logo to reflect their business purpose. MARKS MATTER 7
  10. 10. 08 FOLLOW US ON WEIBO The sophistication, prominence and adoption of Chinese social media and e-commerce far exceeds our usage in the West. Embrace the opportunities that QQ, WeChat, Weibo and a multitude of other platforms can bring to your business. Monthly active users Source: linkinfluence.com 850+ million 600+ million 287+ million 200+ million 8
  11. 11. 09 Formalities and ceremony are still observed by many people. So don’t call your elders by their first name, be prepared for a time-consuming lunch and put some thought into your corporate gifts. MIND YOUR MANNERS 9
  12. 12. 0410 BE THE CHANGE China is not the China of twenty years ago. Tradition remains but cross-cultural influence is everywhere, particularly in Tier 1 cities such as Beijing, Shanghai, Guangzhou. So don’t be afraid to try something new and move the conversation forward. 10
  13. 13. AGRIBUSINESS (Guangzhou, Chengdu and Shanghai) FINANCIAL SERVICES (Hong Kong and Shanghai) HEALTH AND AGED CARE (Beijing, Hangzhou, Wuzhen and Shanghai) INNOVATION (Shenzhen, Beijing and Shanghai) INTERNATIONAL EDUCATION (Shenyang and Shanghai) PREMIUM FOOD & BEVERAGE AND CONSUMER (Beijing, Hangzhou and Shanghai) TOURISM (Shanghai) URBAN SUSTAINABILITY AND WATER MANAGEMENT (Xiamen, Jiaxing, Suzhou and Shanghai) WESTERN PROVINCES INLAND PROVINCES COASTAL PROVINCES Guangxi Xinjiang Tibet Autonomous Region Qinghai Sichuan Yunnan Guangdong Hunan Guizhou Jiangxi Fujian Zhejiang Anhui JiangsuHenan Shanxi Inner Mongolia Liaoning Jilin Heilongjiang Shandong Shaanxi Gansu Hubei Hainan Hebei HAIKOU BEIJING TIANJIN SHANGHAI HANGZOU CHENGDU GUANGZHOU TAIPEI TAIWANSHENZHEN HONG KONG NANJING WUHAN SHENYANG CHONGQING FACTSHEET 11
  14. 14. CORE NETWORK designers illustratorsphotographers strategists writers web developers video producers journalists editors proofreaders WE HAVE THE RIGHT MIX OF SKILLS 12
  15. 15. DESIGNING FOR CHINA 为中国设计 10TOP TIPS BWD is one of Australia’s leading independent creative communications agencies. Our purpose is to help build sustainable organisations by creatively communicating strategy. Our long history of bilingual marketing and communications means we are perfectly positioned to help international businesses reach new audiences. Find out more at bwdcreative.com.au 近几年各行各业全球化的趋势,让很多中国 企业开始制定海外营销战略,力争把“中国制造” 品牌,推出国门,迈向国际。海外市场不同的历史 文化背景,不一样的语言、人文地理和消费心理 等,令制定能够适应本土化的品牌营销战略至 关重要。 作为中国重要经贸合作伙伴的澳大利亚,具有独 特的市场特点。了解澳大利亚企业品牌本土化、 广告宣传和其他创意营销的特点,是中国企业成 功拓展澳大利亚市场的重要一步。 澳大利亚品牌策划和创意沟通的旗舰企业BWD, 给中国朋友精心准备了这本《为澳洲设计 10个 实用贴士》手册。 BWD SUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA

×