unlocking the chinese market in australia, advanced strategies and tips
TRANSCRIPT
Unlock the Chinese Market in Australia
William Chen – CEO China Key
My Background
Why China Key
• Every one is talking about China• I am Chinese• I am good at Online Marketing• There must be something I can do!
This presentation
• Talk about the opportunities in China• Why Australia is a great place to get your
China strategy started• Some actionable next steps
Big Opportunity
• Big Country• Big Population• Big Economy• Big Opportunity!
China’s Growth19321932
20102010
19901990Only 20 years ago!Only 20 years ago!
China is Rich
• 2.8 Million Millionaires• 600 Billionaires• 120 Million Affluent
Middle Class– 200 Million by 2020
China is Switched on
• 590 Million internet users– 2 x US– 30 x Australia
• 1.2 Billion mobiles– 4 x US– 53 x Australia
• 420 Million mobile internet users
China is Social
• 600 Million Social Media users• High Social Media Penetration– 91% of internet users are on Social Media– Compared to 67% in the US
Source: mckinsey.com
Social Media in China
• Twitter, Facebook and YouTube banned in China
• Chinese have their own equivalent of all popular sites
• Weibo = Chinese Twitter– 400m Weibo users vs 500m Twitter users
Weibo vs Twitter
• Real world comparison– Manchester United created their Twitter and
Weibo account in July 2013
• Similar to WhatsApp• 355+ Monthly Active
Users• Very powerful
features• Gaining popularity in
Australia
China loves E-Commerce
• 280 Million Online Shoppers
• Overtaken the US with the most online shoppers in the world
• Spending $265 Billion USD Annually
But China might be…
• Out of reach for some
Or maybe…
• It’s on the list…
Get Started Now
China is right here
• 700,000 Chinese• 700,000 Chinese Tourists– Spending twice as much and
staying twice as long
• 170,000 Chinese International students
• 600,000 Chinese Social Media users
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
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.
Raving Fans
• Best case scenario– Chinese here Love Your
Product– Share it across Social
Media– Have their friends back
home begging for your product!
Distance Brings People Closer
• Chinese people in Australia feel the same– Living– Studying– Travelling
Social Influences Purchase
• 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.
Chinese Tourist Growth
Source: Tourism and Transport Forum
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
• 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”
Chinese Independent Traveller
How do we market to the Chinese?
• Follow the rules of any marketing– Right channel for the right audience
• China isn’t a magical place where it’s free for all
• Worth the time to think about a proper strategy. China
Strategy 101
Understanding the Chinese
• There are some key cultural differences between Australians and Chinese
• What usually works might not work with Chinese
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 Projecting Wealth”• Sony– Handycam 54% Market Share– Bravia TV 3% Market Share
Next Steps
• So how do we get started?1.Website2.Social Media3.Promotion
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– Call to action
Testimonials
• Testimonials and social proof very important• Try to get Chinese testimonials, people your
customers can relate to.
Social Media
• Weibo should be an extension of any Social Media Strategy
Normal Account
Enterprise Accounts
140 Characters• In Chinese, each character is essentially a word…so 140
characters does not actually mean 140 characters, it’s a small blog post!
• Twitter (136 Characters)– Today’s Deal: Get FREE Eco-Lite Sleeve with the purchase of any Dell
Outlet Insprion Mini 10 or 10v Netbook! http://bit.ly/77fUFG.
• Weibo (114 Characters)– Dell’s National Day Sale runs from Sept. 11 to Oct. 8. To celebrate the
60th anniversary with the motherland, Dell Home Computers is offering 6 cool gifts and deals on 10 computer models. These exciting offers will run non-stop for 4 weeks. Also, get a free upgrade to color casing and a 512MB independent graphics card, as well as other service upgrades. All offers are on a first-come, first-served basis. What are you waiting for? Act now!
WeChat Accounts
WeChat Accounts
WeChat Accounts
Check your brand• Chinese people might already be talking about
your business. • They can become your ambassadors
Sydney Kings
• 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 throughout the game!
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)
• Reached around 400,000 Users in Australia
• 1,800 Followers
• Reached around 127,000 Users in Australia
• 729 Shares• 73 Comments
Sponsored Weibo Posts
• Just like Sponsored Tweets– Has Australian Targeting (Sydney or Melbourne)
Paid Promotions
• Banner ads on popular Chinese websites– 500,000 to 1 million visitors a month on top
Australian-Chinese websites
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
Editorials and Reviews
• Editorials are much better than banners
• Especially from a trustworthy / authoritative source
• As mentioned before, Chinese users place a lot of emphasis on what others say
Run Chinese Ads
• Run Chinese Ads on normal paid search channels
• Facebook Ads– Target Chinese language users
• Google Adwords– Use Chinese keywords
Chinese Facebook Ads
• 600% increase in Click Through Rate• 500% decrease in Cost Per Action
Example Campaign
• Chinese Employment Site– Targeting 18-30 Years Olds– Chinese Speakers– Sydney / Melbourne
• Campaign ran for 6 months– Spent $2,600
Campaign Results
• 30,000 Clicks• 1,780 Page Likes• 1,400 Email Subscribers (highly engaged 50%+
open rate)• 800 conversions with a value of $20 CPL =
$16,000
Organic Promotions
• Creativity can beat Budget• Beijing Storms & Durex
• Retweeted 45,000 Times• 7,000 Comments• Combined Reach of around 50
Million People
Offline Campaigns
• Chinese people love QR codes• Make of use of it for offline campaigns
• Nobody will type that, but its easy to scan
www.chinakey.com.au/?utm_source=university&utm_medium=print&utm_campaign=a5_flyer
Offline to Online
• Make use of QR code to enhance offline campaigns
• Move them from offline to online
Check your brand• Chinese people might already be talking about
your business. • They can become your ambassadors
• Someone posting about a competitor, and then someone else replied that our client is better.
Translation
• Don’t skimp on cheap translations.• We all love Chinglish• Poorly translated English
Reverse Chinglish
• Poorly translated Chinese
“Eat your fingers off”
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”
Recap
• Get your Chinese Landing Page Done• Setup a Weibo Account• Have a look at what Chinese people are saying
about your brand• Go out and promote your website/social
media accounts
The End
• [email protected]• 0433 647 099• www.chinakey.com.au • Suite 25, 104 Bathurst St, Sydney, NSW