2. This presentation
• Why Australia is a great place to get your
China strategy started
• Go beneath the surface and offer some
deeper insights
• Run through some case studies
• Some actionable next steps
• Questions and answers
3. Big Opportunity
• Big Country
• Big Population
• Big Economy
• Big Opportunity!
4. Big Numbers
• Lots of millions of Internet Users
• Almost as many millions of Social Media Users
• Billion+ Mobile Devices
• Lots of Millions Spent on E-Commerce
8. China is right here
• 700,000 Chinese
• 750,000 Chinese Tourists
– Spending twice as much and
staying twice as long
• 170,000 Chinese
International students
• 600,000 Chinese Social
Media users
9. Why you should care?
• 700,000 is less than 5% of the population
• Having 100% of 5% is much better than
sharing 95% with 100 others
10. Test the waters
• Australia provides a
great opportunity to
test the Chinese Market
• Disclaimer: Doesn’t
translate to China 100%,
but it does most of the
time.
11. Raving Fans
• Best case scenario
– Chinese here Love Your
Product
– Share it across Social
Media
– Have their friends back
home begging for your
product!
13. • Chinese people in Australia feel the same
– Living
– Studying
– Travelling
14. Social Influences
Purchase
• 40% of Chinese Online Shoppers leave
product reviews. Twice the rate of US.
• 70% of Shopper say they look to Social Media
to help make purchase decisions.
16. And set to grow more
• Tourism Australia China 2020 Plan:
– Spending $30 Million Over the Next 3 Years
Marketing Australia
– Increase Chinese Tourist Spend to $9.5 Billion by
2020
– Increase tourist numbers to 860,000 Visitors
Annually
17. Chinese Independent
Traveller
• 62% of Chinese Travellers say they prefer to
travel independently according to research by
Hotel.com
• Huge Opportunity for Local Businesses
– Marketing to Potential Tourists still doing their
research in China
– Engaging Local and Current Chinese visitors to
become “brand ambassadors”
18. How do we market to the
Chinese?
China Strategy 101
19. Understanding the Chinese
• There are some key cultural differences
between Australians and Chinese
• What usually works might not work with
Chinese
20. Consumer Behaviour
• China has one of the highest savings rates in
the world
• But accounts for 30% of the worlds luxury
goods market!
• “Protect Wealth while Projecting Wealth”
• Sony
– Handycam 54% Market Share
– Bravia TV 3% Market Share
21. Swayy Luxury
• Pre-owned Luxury Goods
• Western Cultures, they are often proud to find
a “bargain”
• Chinese people love luxury, but they buy it
because it projects wealth and status
• Challenges
– We have to take a different approach
• “Nobody will know the $8,000 bag your wearing was
bought for only $2,000”
22. Other examples
• Same demographics =
different behaviours
– Chinese Students have access
to MONEY!
• Chinese selling points does
not equal your western selling
points
– Bridge Climb
• Think outside the box and
open up completely new
markets
– Custodian Vault
23. Custodian Vaults
• Storage Vault in Sydney CBD
• Western Market
– Wealthy people, store jewelry, gold bullions
• Chinese Market
– 40,000 Chinese Students in Sydney, 80% or more
Share House or Room with Strangers
– 50-60% of Chinese Students go back to China for 2-3
months at the end of year for Chinese New Year
– All these students can afford $20 a month
24. Next Steps
• So how do we get started?
1.Website
2.Social Media
3.Promotion
25. 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 Testimonials
– Must be Mobile Friendly
26. Swayy Luxury
• Pre-owned luxury brand
• Identify key selling points
– 1. Price/Savings
• Without making clear the savings, they might
as well get it new.
– 2. Authenticity
• A huge consideration for Chinese buyers
– 3. Guarantee
• Peace of mind, incase it doesn’t work out
27.
28.
29.
30.
31. Site Formats
• Subdomain/Folder
– Great for landing page or simple about us page
– yourbusiness.com/chinese
– chinese.yourbusiness.com
• Separate Domains
– Great for landing page or mini-site
– yourbusiness.com.cn
– yourbusiness.cn
32. Social Media
• Weibo and WeChat should be an extension of
any Social Media Strategy
33. WeChat Summary
• Personal Account
– Similar to your Whatsapp/iMessage Account
– Chat with friends you know
• Subscription Account
– Similar to your company Facebook page
– Broadcast content and newsletter to followers
35. Promotion
• Now that you have a Chinese
Presence, time to let people
know about it.
• Need to decide what your KPI’s
and Goals are
– Leads
– Branding
– Sales
36. Check your brand
• Chinese people might already be talking about
your business.
• They can become your ambassadors
38. • We invited a bunch of these Sydney Kings and Basketball fans to a
• We invited a bunch of these Sydney Kings and Basketball fans to a
game
• Everybody had a great time, and they posted photos on Weibo
game
• Everybody had a great time, and they posted photos on Weibo
throughout the game!
throughout the game!
39. Social Media Competition
• 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)
40. iPhone 6 Comp
• Identify the opportunity
– iPhone 6 Launch at 3am
• Create a content piece of value
– First to provide ‘coverage’ of the event
• Identify Campaign Action
– Get followers to AuBang WeChat account
• Include Incentive to act
– Chance to win iPhone 6 on first day
41. Results
• 50,000 Reads in 1 day!
• Generated 2,400+
Followers to AuBang
WeChat
42. Integrated Campaigns
• Swayy Luxury Goods
– Launch their brand in a big way
– Get infront of a relevant audience
– Present their value proposition
– Get an audience to connect with Swayy WeChat,
so they can be marketed to in the future.
43. Article + Launch Pad
• Wrote article about
how to “tell if a luxury
bag is real or fake”
• We posted it through
our close partners at
ABC Media (WeChat
with 270k+ Chinese
followers in Australia)
44. Call to Action
• Article received 20,121
reads in 2 days.
– Great for brand building
– Overcome trust issues
• We incentivized people
to follow the Swayy
WeChat through a prize.
– “Follow us to see how you
can enter the comp”
45. Competition
• The competition was a
“luxury style” contest.
• People upload a photo,
get votes, the top 5 gets a
prize.
• Runs for a month, in 1
week – 20 entries and
600+ votes casted
• Let your users promote
for you.
46. Content is King
• Advertisement/Banner
– Low Engagement
– Very short term
– You pay for each ‘reach’ or ‘exposure’
– Chinese Media people love banner ads
• Interesting Content
– Goes beyond your initial reach through sharing
– Establish your brand as expert in field (eg. Swayy)
– Make people feel a certain way
47. Local Gym Content
• Local Gym wants to get more Chinese
customers. Offering a 7 day free pass as
incentive.
• AuBang.Life Content Piece
48. Results
• Other Media – Banner Ad
– $2,000 Spend Over 4 Weeks
– 800,000 Impressions
– 60 Clicks
– 6 Free Signs Ups = $333 Per Signup
•Content Marketing
– $500 Content Piece
– 3,300 Read Article
– 150 Clicks
– 48 Free Sign Ups = $10 Per Signup
49. Run Chinese Ads
• Run Chinese Ads on normal paid search
channels
• Facebook Ads
– Target Chinese language users
• Google Adwords
– Use Chinese keywords
50. Chinese Facebook Ads
• 600% increase in Click Through Rate
• 500% decrease in Cost Per Action
56. Different Levels
• Machine Translation – Don’t do it.
• Basic Translation – Okay for providing
information.
• Advanced Translation – Understanding
meaning and then recomposing.
– “Capture the original essence of the content”
57. HireChinese
• Hire Chinese talent for
your company
– Tour guides
– Receptionist
– Admin
– Translators/Interpreters
• 100% Free to List
• 100% Free to Apply
• www.hirechinese.com.au
58. Recap
• Get your Chinese Landing Page Done
• Setup a WeChat Account
• Have a look at what Chinese people are saying
about your brand
• Go out and promote your website/social
media accounts
59. The End
• william@chinakey.com.au
• @chinakey
• www.chinakey.com.au
• Suite 25, 104 Bathurst St, Sydney, NSW
Editor's Notes
I’ve had clients where they have now totally ignored the local market and now focus purely on Chinese customers, the margins are higher, it’s less competitive & saturated and it just makes more business sense.
Ofcourse I am not suggesting you guys all abandon the local market, but definitely don’t lose interest just because it’s only 5%.
Then
So the result of all this is a very lucrative and untapped market, ripe for taking!
Splashing out on $102 Billion
The people we invited love basketball, love the Sydney Kings, and they almost became live reporters.
