1 Empowering the Kraft Consumer iMedia Brand Summit February 2004.
iMedia Brand Summit 2012 - Next Digital
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Taking on Asia An opportunity for Australian Brands Ashley McVey Strategy & Marketing Director, Next Digital Wilson Li CEO, Next Digital China
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Transcript of iMedia Brand Summit 2012 - Next Digital
Taking on Asia An opportunity for
Australian Brands
Ashley McVey Strategy & Marketing Director, Next Digital
Wilson Li CEO, Next Digital China
I’d like to introduce Wilson!
Wilson, the MD of Next Digital Shanghai introduced himself.
Key points: • Next Digital operations in China for 6 years.
• Full Service Agency.
• 76 people in office.
First, a look at the whole region.
24 countries
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
An exploration into
2 distinct markets
Why Explore Asia
538m
40%
18m
62%
20m
90%
Why Explore Asia
Very attractive to multi-nationals due to high annual GDP growth.
Source: Warc
Global Rank Country Annual increase
6 China 9.5%
64 Malaysia 5.2%
142 Australia 1.8%
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
But it is a complex Region
16% of Chinese
people speak
English
Source: Next Digital Regional Offices
Source: Warc
Half of Malaysians
between 20-34
consumer mobile
media on their
smartphone
Google has about
10% market
share in China Metropolitan vs.
Rural audiences
Malaysia is in the top 3
countries for video
downloads.
By 2020, China is
tipped to have the
world's largest
economy
Key Trends in Asia
Wilson discusses the key trends being experienced online in China
Key points: • Internet usage is 538m people
• Mobile consumption has grown 10x in 12 mths
• Social Media usage is highly consumer - Weibo
Trends in Asia
ASEAN is experiencing 3 big trends in online consumer behaviour:
Mobile Web
Video Content Consumption
Social Media
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2
3
Source: http://www.slideshare.net/BMGlobalNews/b-m-global-social-media-checkup-2012-deck-13341217
Trends in Asia
7.96%
14.85%
5.13%
2.86%
17.84%
7.55%
Source: StatCounter. Pingdom.com. May 2012
192.5% increase
since 2010
Mobile browsing: % of all web traffic
Trends in Asia
By 2013 the number of mobile searches is predicted to exceed desktop.
Source: Roy Morgan
Social Penetration by Country
Source. eConsultancy. Social media in Asia: Understanding the Numbers
40% 41%
51%
20% Region Avg.
Singapore Malaysia China Asia’s avg.
Social Media Sites
VS
Social Network Prevalence
500m+ Q-Zone
220m+ Weibo
12.8m Facebook
Users
11.5m
in Oz
Corporate use of Social Media in Asia
Key Trend across regional markets is micro-blogging.
Corporate blog usage has grown by 40% since 2010.
Source: eConsultancy. Social Media in Asia
90% 50% 50%
80% 90% 50% 30%
80% 100% 80% 20%
Australia
China
Malaysia
Micro blogs
Social Networks
Corporate Blogs
Video Sharing
The Search Landscape
VS
The Search Landscape
Media Consumption
Baidu
Taobao
YouTube
Yahoo!
BlogSpot
Alexa Regional Ranking
There is a lot of Success Already
Retail
High end goods
Sports brands
FMCG
Coca Cola
Pepsi
Starbucks
Tourism
Tourism Victoria
Tourism Australia
Manufacturing
Phillips
Sony
Key Take Outs
Asian Markets have high economic growth. China and Malaysia offer extensive brand reach online. Mobile has exploded in the last 12 months. Social Media is the most viewed type of website.
Key Learning's
Key Learning's for Entering Asia Wilson discusses the key learning's for international brands online in China.
Key points: • Important to research and understand the local market..
• Strategy must be Adjusted to fit Asia
• Localise your brand and products
• Use local expertise
The Key Learning's
Research
Adapt Strategy
Localise your Brand
Utilise Local Expertise
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3
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Research the Markets
2 distinct language versions Simplistic and Traditional
Highly detached regions
Class division
Unique family structure
Primary language is Malay
English very widely spoken
2 distinct land masses
Est. young middle class
Large working demographic
Mercedes Benz A-Class
96% of Gen Y are active
on social media
60% interacted with a
brand on social media
within the last 30 days
Malaysia is in the Top 10
nation for video downloading
48% smartphone usage
19% Tablet usage 60% are likely to act on
suggestions from family or
friends.
Social Mobile Content
Mercedes Benz A-Class
What does Malaysian Gen-Y
connect with?
- Fashion
- Environment
- Art
- Music
- Film
- Entertainment
- Role Models
Each Other!
Mercedes Benz A-Class
The goal for 2012 is not only engagement but... a change of perception!
Dove – Real Beauty
I wont hide my skin anymore Natural Beauty is Real Beauty
Australia Japan
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
Adapt Strategy
Source: Warc
Adidas
“You can't treat
China with a
one-size-fits-all
approach."
Colin Currie, Managing Director of Adidas
Group China
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
Adidas
Adidas Neo
Localise your Brand
Message
Brand
Product
Localise your Message
http://www.youtube.com/watch?v=W16qzZ7J5YQ
Localise your Message
http://www.tudou.com/listplay/Mlvy1XqBDUU/p7w518NftF4.html
Localise Your Product
“I find I need to check my
Western sensibilities at
the door when planning
campaigns.”
Paul Baron,
Group Marketing Manager, Tourism Victoria
Your Brand
Work with Local Resource
Tourism Victoria in Malaysia
Tourism Victoria in China
And Lastly, Infrastructure Matters Wilson outlines the importance if hosting your site in China!
Key points: • The Great Firewall
• Slow site speed if hosted internationally
• UX is greatly improved when hosted in China
Melbourne - Sydney - Brisbane - Shanghai - Kuala Lumpur - Singapore
Next Digital Melbourne
Level 8, 15 William Street
Melbourne, 3000
P: 8612 6888
F: 8612 6899
Ashley McVey
Strategy & Marketing Director [email protected]
03 8612 6811
