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

WeChat

• 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

• william@chinakey.com.au• 0433 647 099• www.chinakey.com.au • Suite 25, 104 Bathurst St, Sydney, NSW