The document discusses the large opportunity for Australian brands in Asia due to the region's high population and economic growth, noting trends like rising mobile internet and social media usage. It recommends that brands research local markets, adapt their strategies to each country or region, localize their messaging, products, and brands, and utilize local expertise to succeed in Asia's complex and varied consumer landscapes. The document provides examples of how some multinational brands have successfully localized their approaches.
3. First, a look at the whole region.
24countries
3,450,000,000 people
50% of the worlds pop’n
44.8% of the worlds internet users
Regionalism
Languages
Cultural Identities
Laws and Regulations
6. Why Explore Asia
Global 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
7. 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- Asia's multi-channel opportunity
Countries include: Taiwan, Japan, China, S. Korea, NZ, Aust., Malaysia
8. But it is a complex Region
By 2020, China is Half of Malaysians
16% of Chinese tipped to have the between 20-34
people speak world's 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
9. Trends in Asia
ASEAN 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
10. Trends in Asia
Mobile 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
11. Trends in Asia
By 2013 the number of mobile searches is predicted to exceed desktop.
Source: Roy Morgan
12. 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
13. 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 Blogs
Key Trend across regional markets is micro-blogging. Video Sharing
Corporate blog usage has grown by 40% since 2010.
Source: eConsultancy. Social Media in Asia
15. There is a lot of Success Already
FMCG Tourism Retail Manufacturing
Coca Cola Tourism Victoria High end goods Phillips
Pepsi Tourism Australia Sports brands Sony
Starbucks Children's Toys
17. The Key Learning's
1 Research the market
2 Adapt Strategy
3 Localise your Brand
4 Utilise Local Expertise
18. Research the Markets
2 distinct language versions Primary language is Malay
Simplistic and Traditional English very widely spoken
Highly detached regions 2 distinct land masses
Class division Est. young middle class
Unique family structure Large working demographic
19. Adapt Strategy
China is quickly approaching 20% of the worlds pop’n
By 2020, China will have 800 urban locations with a higher
income per capita than Shanghai
By 2025, China will have 10 cities bigger than New York
Source: Warc
20. Adidas
“You can't treat
China with a
one-size-fits-all
approach."
Colin Currie, Managing Director of Adidas
Group China
21. Adidas
Have identified Upper, Mid and Lower tier cities
Understand consumer behaviours are different due to
different living costs
Have a tailored strategy for each location
27. Your Brand
“I find I need to check my
Western sensibilities at
the door when planning
campaigns.”
Paul Baron,
Group Marketing Manager, Tourism Victoria
31. Melbourne - Sydney - Brisbane - Shanghai - Kuala Lumpur - Singapore
Next Digital Melbourne P: 8612 6888
Ashley8, 15 William Street
Level McVey F: 8612 6899
Strategy & Marketing Director
Melbourne, 3000 E: hello@nextdigital.com
amcvey@nextdigital.com
03 8612 6811
Editor's Notes
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”