australia china development company china marketing strategies 2015

1

The Australia China Development CompanyYour China Pathfinders

Karyn Lanthois – International Marketing Manager, ACDC

2

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.

3

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

4

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.

5

Understand the consumerUse key holidays to harness

sharing cultureBe clever

Be responsive

6

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

7

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

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

5

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

48

350K per day

128 M per year

4

27

China’s top brands use outdoor LED marketing

3

28

COOPERATION

China’s top brands use outdoor LED marketing

11

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.

12

Brand ambassadors Lily Ji and Cristina Tridente

pushed the message out in China and Australia.

Follow with rich engaging con-

tent

13

KOL Lily Ji and Tourism NT’s China marketing

campaign

Lily is a rising actress and model associated with China luxury brands

14

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

15

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

16

57 Films / Jock Zonfrillo ‘Chef

Exchange’

SAWC 6 part Shandong Special

Both marketing SA to China

China TV works