Australia China Development Company China Marketing Strategies 2015

Australia China Development Company China Marketing Strategies 2015

• 1.
  1 The Australia ChinaDevelopment Company Your China Pathfinders Karyn Lanthois – International Marketing Manager, ACDC
• 2.
  2 Think Local Demonstrate yourcommitment to the China Market Marketing Materials in Chinese It 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 Member No 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 Advertising A 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 your Website 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 Community Effective 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. WeChat It used to be the importance of bilingual business cards which are still important – but definitely never leave the country without WeChat.
• 3.
  3 ecommerce + +lifestyle& travel Key Opinion Leaders 600 million monthly users book travel count stepsWeChat Wallet 2016 71%+ mobile commerce 83% of purchases occur 8pm to 12am seamless in app transactions KOL wears your brand = $ gift money to relatives (2014 LNY started it all)utility bills, restaurants, everything accessibility important We Chat Can’t exist in China without it brand alignment
• 4.
  4 Alipay Vs WeChatWallet The 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.
  5 Understand the consumer Usekey holidays to harness sharing culture Be clever Be responsive
• 6.
  6 Other Platforms Weibo stilla crucial element of China marketing strategy (follower/followee) Rudd’s daughter Weibo page selling mummy baby products pushes user to TMall
• 7.
  7 Outdoor Large Screens RT-Martis 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
• 8.
  5% brand loyalty 97% influence 48 seconds 84% inform NoReal Brand Loyalty China 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 LEDs You have a captive audience to imprint a feeling, a mood, a suggestion, a motivation 48 350K per day 128 M per year
• 9.
  4 27 China’s top brandsuse outdoor LED marketing
• 10.
  3 28 COOPERATION China’s top brandsuse outdoor LED marketing
• 11.
  11 A memorable state brandmessage 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.
  12 Brand ambassadors LilyJi and Cristina Tridente pushed the message out in China and Australia. Follow with rich engaging content
• 13.
  13 KOL Lily Jiand Tourism NT’s China marketing campaign Lily is a rising actress and model associated with China luxury brands
• 14.
  14 A two weekluxury 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.
  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.
  16 57 Films /Jock Zonfrillo ‘Chef Exchange’ SAWC 6 part Shandong Special Both marketing SA to China China TV works