Paul Gross, Health Group Strategies Pty Ltd, Australia & Greater China
Australia China Development Company China Marketing Strategies 2015
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Transcript of Australia China Development Company China Marketing Strategies 2015
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The Australia China Development CompanyYour China Pathfinders
Karyn Lanthois – International Marketing Manager, ACDC
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Think LocalDemonstrate your commitment to the China Market
Marketing Materials in ChineseIt seems obvious but sadly often looked over. A first request is often for your company information in Mandarin. This should be sent immediately via email or WeChat. Or better yet linked to from your bilingual website.
Mandarin Speaking Staff MemberNo point in announcing you are China ready unless you have a smart Mandarin speaking staff member who is able to respond to queries quickly.
Local AdvertisingA history of advertising to the local Chinese community demonstrates your commitment. Opportunities abound including chinatownadelaide.com
Bilingual Website As necessary and rudimentary as PDF materials in Mandarin. If yourWebsite does not have a clearly identified Mandarin information online you are not ready for the China market. A better choice is a .cn version hosted in China.
Support Local CommunityEffective means of growing relationships with prospective partners is to demonstrate your commitment to the local Chinese community. Sponsorship, interest and attendance at events, knowledge of organisations.
WeChatIt used to be the importance of bilingual business cards which are still important – but definitely never leave the country without WeChat.
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ecommerce + +lifestyle & travel Key Opinion Leaders
600 million monthly users
book travelcount stepsWeChat Wallet
2016 71%+ mobile
commerce
83% of purchases occur
8pm to 12am
seamless in app transactions
KOL wears yourbrand = $
gift money to relatives (2014 LNY started it all)utility bills, restaurants,
everything
accessibility important
We ChatCan’t exist in China without it
brand alignment
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Alipay Vs WeChat WalletThe war will drive innovation
WeChat (owned by Tencent) Jack Ma Alipay (owned by Alibaba) Pony Ma
Alipay has the longest history of China ecommerce but WeChat’s 600 million monthly users is creating an evenly matched battle for the mobile dollar.
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Understand the consumerUse key holidays to harness
sharing cultureBe clever
Be responsive
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Other Platforms
Weibo still a crucial element of China marketing strategy
(follower/followee)
Rudd’s daughter Weibo page selling mummy baby products
pushes user to TMall
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Outdoor Large Screens
RT-Mart is China’s No.1 Hypermarket.
420 RT-Marts by 2016
1st and 2nd tier cities
Effective marketing strategy to be used
in tandem with online
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5% brandloyalty
97% influence
48 seconds
84% inform
No Real Brand LoyaltyChina is a country of brands but consumers are willing to try new things
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Ads give me information“I may not agree with the information but I will listen and make up my own mind”
84
Ads influence me“The ads influence my decision making”
97
Average time watching LEDsYou have a captive audience to imprint a feeling, a mood, a suggestion, a motivation
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350K per day
128 M per year
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China’s top brands use outdoor LED marketing
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COOPERATION
China’s top brands use outdoor LED marketing
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A memorable state brand message
Working with a Shanghai based Advertising team, footage from
a 20 minute Brand SA documentary previously aired on Shandong TV used in a 15
second interstitial - shown 225 times per day on 11 screens
throughout Shanghai over a 14 day period.
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Brand ambassadors Lily Ji and Cristina Tridente
pushed the message out in China and Australia.
Follow with rich engaging con-
tent
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KOL Lily Ji and Tourism NT’s China marketing
campaign
Lily is a rising actress and model associated with China luxury brands
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A two week luxury adventure in the top end capturing Lily’s natural reactions. To be broadcast on TV
with supporting outdoor advertising, social media, travel show exposure, PR
& news.
Catch the SuNseT
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Utilise TV
While filming “Catch the SuNseT, Lily Ji began sharing her journey
through Tourism NT’s WeChat channel and her
personal account
Catch the SuNseT
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57 Films / Jock Zonfrillo ‘Chef
Exchange’
SAWC 6 part Shandong Special
Both marketing SA to China
China TV works