Fay Nie will be giving a presentation titled "Connecting with Chinese Consumers" on October 13th. The presentation will look at understanding Chinese immigrants in New Zealand and consumers in China. For the first part, Fay will draw on her cultural background and interview insights to reveal cultural influences behind the behaviors of Chinese immigrants in New Zealand, such as why they buy more property and less insurance, and their expectations of digital platforms. The second part will provide case studies and advice on marketing to consumers in China, including how Haier repositioned Fisher & Paykel and how Volkswagen adapted their used-car brand for the Chinese market. Attendees can RSVP to the event administrator by email.

1. Fay Nie
KPMG, 10 Customhouse Quay, Wellington, 6011
Members can bring a guest. Please RSVP administrator@eowellington.com
Tuesday, Oct 13, 5.30pm - 7:30pm
Connecting with Chinese Consumers
Chinese immigrants are a growing demographic for local
New Zealand businesses. For export-focused businesses,
China is New Zealand’s largest export market, after
overtaking Australia in 2013. To be a progressive brand,
you need to really know your customers and capture their
hearts and minds.
Fay’s presentation looks at two different groups: Chinese
immigrants in New Zealand and Chinese consumers in
Mainland China. The key for understanding both groups
is to dive deep into their Chinese cultural background.
This presentation draws on Fay’s 10 years’ branding
experience, and her first-hand insights about Chinese
consumers from interviews she has conducted in New
Zealand and Beijing.
The first part of the presentation focuses on Chinese
immigrants in New Zealand. Fay reveals the cultural
influences behind consumer behaviours.
• Why do Chinese immigrants buy more property and
less insurance?
• Why do Chinese immigrants expect more from your
digital platform?
• Do Chinese immigrants always want you to adapt your
service delivery for them?
Fay was born in southern China, lived twelve years in
Beijing, and moved to New Zealand in 2014. Fay’s cultural
background gives her valuable insights that help New
Zealand businesses connect with Chinese consumers.
A strategist at Ocean Brand & Culture, Fay skillfully turns
her in-depth insights into competitive brand strategies for
her clients. She has worked with many local and global
companies including Volkswagen, Fisher & Paykel, Fly
Buys, Financial Times, Sinopec, and Air China.
Sponsored by:
Wellington
The second part of the presentation goes further into the
consumer market in Mainland China. Fay shares some
case studies and her expert advice.
• How did Haier reposition Fisher & Paykel as a luxury
brand for the China market?
• How did Volkswagen adapt their used-car brand to
connect with Chinese used-car buyers?
• How could you avoid expensive mistakes when giving
your brand a Chinese name?
About Fay