Unlock the Chinese Market

William Chen – CEO China Key

This presentation

• Why Australia is a great place to get your China strategy started

• Go beneath the surface and offer some deeper insights

• Run through some case studies• Some actionable next steps• Questions and answers

Big Opportunity

• Big Country• Big Population• Big Economy• Big Opportunity!

Big Numbers

• Lots of millions of Internet Users• Almost as many millions of Social Media Users• Billion+ Mobile Devices• Lots of Millions Spent on E-Commerce

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

• 750,000 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.

• 70% 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?

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 30% of the worlds luxury goods market!

• “Protect Wealth while Projecting Wealth”• Sony– Handycam 54% Market Share– Bravia TV 3% Market Share

Swayy Luxury

• Pre-owned Luxury Goods• Western Cultures, they are often proud to find

a “bargain”• Chinese people love luxury, but they buy it

because it projects wealth and status• Challenges– We have to take a different approach • “Nobody will know the $8,000 bag your wearing was

bought for only $2,000”

Other examples

• Same demographics = different behaviours– Chinese Students have access

to MONEY!• Chinese selling points does

not equal your western selling points– Bridge Climb

• Think outside the box and open up completely new markets– Custodian Vault

Custodian Vaults• Storage Vault in Sydney CBD• Western Market– Wealthy people, store jewelry, gold bullions

• Chinese Market– 40,000 Chinese Students in Sydney, 80% or more

Share House or Room with Strangers– 50-60% of Chinese Students go back to China for 2-3

months at the end of year for Chinese New Year– All these students can afford $20 a month

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– Must be Mobile Friendly

Swayy Luxury

• Pre-owned luxury brand• Identify key selling points– 1. Price/Savings• Without making clear the savings, they might

as well get it new.

– 2. Authenticity• A huge consideration for Chinese buyers

– 3. Guarantee• Peace of mind, incase it doesn’t work out

Site Formats

• Subdomain/Folder – Great for landing page or simple about us page– yourbusiness.com/chinese– chinese.yourbusiness.com

• Separate Domains– Great for landing page or mini-site– yourbusiness.com.cn– yourbusiness.cn

Social Media

• Weibo and WeChat should be an extension of any Social Media Strategy

WeChat Summary

• Personal Account– Similar to your Whatsapp/iMessage Account– Chat with friends you know

• Subscription Account– Similar to your company Facebook page– Broadcast content and newsletter to followers

WeChat Accounts

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

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!

• 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)

iPhone 6 Comp

• Identify the opportunity – iPhone 6 Launch at 3am

• Create a content piece of value – First to provide ‘coverage’ of the event

• Identify Campaign Action– Get followers to AuBang WeChat account

• Include Incentive to act– Chance to win iPhone 6 on first day

Results

• 50,000 Reads in 1 day!• Generated 2,400+

Followers to AuBang WeChat

Integrated Campaigns

• Swayy Luxury Goods– Launch their brand in a big way– Get infront of a relevant audience– Present their value proposition– Get an audience to connect with Swayy WeChat,

so they can be marketed to in the future.

Article + Launch Pad

• Wrote article about how to “tell if a luxury bag is real or fake”

• We posted it through our close partners at ABC Media (WeChat with 270k+ Chinese followers in Australia)

Call to Action

• Article received 20,121 reads in 2 days. – Great for brand building– Overcome trust issues

• We incentivized people to follow the Swayy WeChat through a prize.– “Follow us to see how you

can enter the comp”

Competition• The competition was a

“luxury style” contest. • People upload a photo,

get votes, the top 5 gets a prize.

• Runs for a month, in 1 week – 20 entries and 600+ votes casted

• Let your users promote for you.

Content is King

• Advertisement/Banner– Low Engagement– Very short term– You pay for each ‘reach’ or ‘exposure’– Chinese Media people love banner ads

• Interesting Content– Goes beyond your initial reach through sharing– Establish your brand as expert in field (eg. Swayy)– Make people feel a certain way

Local Gym Content

• Local Gym wants to get more Chinese customers. Offering a 7 day free pass as incentive.

• AuBang.Life Content Piece

Results

•Content Marketing – $500 Content Piece– 3,300 Read Article– 150 Clicks– 48 Free Sign Ups = $10 Per Signup

• Other Media – Banner Ad– $2,000 Spend Over 4 Weeks– 800,000 Impressions– 60 Clicks– 6 Free Signs Ups = $333 Per Signup

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

Campaign Results

• 30,000 Clicks• 1,780 Page Likes• 1,400 Email Subscribers (highly engaged 50%+

open rate)• 800 conversions

Offline Campaigns

• Chinese people love QR codes• Make of use of it for offline campaigns• Makes Offline Campaigns Trackable!

Offline to Online

• Make use of QR code to enhance offline campaigns

• Move them from offline to online

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”

HireChinese

• Hire Chinese talent for your company– Tour guides– Receptionist– Admin– Translators/Interpreters

• 100% Free to List• 100% Free to Apply• www.hirechinese.com.au

Recap

• Get your Chinese Landing Page Done• Setup a WeChat Account• Have a look at what Chinese people are saying

about your brand• Go out and promote your website/social

media accounts

The End

• william@chinakey.com.au• @chinakey• www.chinakey.com.au • Suite 25, 104 Bathurst St, Sydney, NSW