Unlock The Chinese Market in Australia
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Everybody knows China is a huge opportunity, with 550 Million internet users, 1.2 Billion mobiles and in 2013 it is set to overtake the USA as the world's largest E-Commerce spender. But did you know that there is an even better opportunity and it is right under your noses. There are currently 700,000 Chinese living in Australia, 700,000 Chinese tourists visiting every year, 170,000 Chinese students and 500,000 Chinese Social Media users IN Australia. So how do you unlock this very lucrative and over looked market? China Key will show you how.
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Unlock The Chinese Market in Australia
- 1. Unlock the Chinese Market in Australia William Chen – CEO China Key Official Event
- 2. My Background • Gumtree (eBay) • Dymocks • Allianz • HotelClub • WesField • Vodafone • Big W • Mortgage Choice • Worked Agency Side for 3 years • Worked across all Online MarkeKng channels • HolisKc Digital MarkeKng
- 3. Social Media Experience • Early adopters of TwiPer in Australia • One of the most followed in Australia • Recognized as a Top 10 Social Influencer Under 30 at a lunch with the Prime Minister
- 4. China likes it big • Big country • Big populaKon • Big economy • Big opportunity
- 5. ..and geTng bigger • 66% of world’s construcKon crane in China • Produces – More steel than next 38 countries combined – More concrete than the whole world combined From 1990 to 2010 (20 Years)
- 6. China is rich • 2.8 Million Millionaires • 600 Billionaires • 120 Million Affluent Middle class – 200 Million by 2020
- 7. China is switched on • 550 Million internet users – 2 x US – 30 x Australia • 1.2 Billion mobiles – 4 x US – 53 x Australia • 420 Million mobile internet users
- 8. China is social • 600 Million Social Media users • High Social Media PenetraKon – 91% of internet users are on Social Media – Compared to 67% in the US Source: mckinsey.com
- 9. Social Media in China • TwiPer, Facebook and YouTube banned in China • Chinese have their own equivalent of all popular sites • Weibo = Chinese TwiCer – 400m Weibo users vs 500m TwiCer users
- 10. Weibo vs TwiPer • Real world comparison – Manchester United created their TwiPer and Weibo account in July 2013
- 11. China loves e-‐commerce Forecast for 2013 – Overtake the USA – 280 Million online shoppers – Spending $265 Billion USD
- 12. But China is… • It is out of reach for many
- 13. China is right here • 700,000 Chinese • 650,000 Chinese Tourists – Spending twice as much and staying twice as long • 170,000 Chinese InternaKonal students • 500,000 Chinese Social Media users Look Closer to Home
- 14. Why you should care? • 700,000 is less than 5% of the populaKon • Having 100% of 5% is much bePer than sharing 95% with 100 others
- 15. PoliKcians on TwiPer • Every poliKcian is on TwiPer
- 16. Kevin Rudd on Weibo vs
- 17. Extra Engaged Audience 5 Times more Engagement
- 18. Wrong Audience • Not many of these ‘extra’ engaged users could actually vote.
- 19. How do we market to the Chinese? • Follow the rules of any markeKng – Right channel for the right audience • China isn’t a magical place where it’s free for all • Worth the Kme to think about a proper strategy. China Strategy 101
- 20. Understanding the Chinese • There are some key cultural differences between Australians and Chinese • What usually works might not work with Chinese
- 21. 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 Projec0ng Wealth” • Sony – Handycam 54% Market Share – Bravia TV 3% Market Share
- 22. Social Proof • 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. • 2 Main reasons – Social Proof, won’t lose face is purchasing this – Safety and Quality
- 23. GeTng Started • So how do we get started? 1. Website 2. Social Media 3. PromoKon
- 24. 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 TesKmonials – Call to acKon
- 25. TesKmonials • TesKmonials and social proof very important • Try to get Chinese tesKmonials, people your customers can relate to.
- 27. Social Media • Weibo should be an extension of any Social Media Strategy • Sign Up via Weibo.com – Once signed in, you can change menu to English
- 28. What does it look like?
- 30. Check your brand • Chinese people might already be talking about your business. • They can become your ambassadors
- 31. PromoKon • Now that you have a Chinese Presence, Kme to let people know about it. • Need to decide what your KPI’s and Goals are – Leads – Branding – Sales
- 32. Social Media CompeKKon • 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)
- 34. Paid PromoKons • Banner ads on popular Chinese websites – 500,000 to 1 million visitors a month on top Australian-‐Chinese websites
- 35. Sponsored Weibo Posts • Just like Sponsored Tweets – Has Australian TargeKng (Sydney or Melbourne)
- 36. Run Chinese Ads • Run Chinese Ads on normal paid search channels • Facebook Ads – Target Chinese language users • Google Adwords – Use Chinese keywords
- 37. Chinese Facebook Ads • 600% increase in Click Through Rate • 500% decrease in Cost Per AcKon
- 38. Organic PromoKons • CreaPvity can beat Budget • Beijing Storms & Durex • Retweeted 45,000 Times • 7,000 Comments • Combined Reach of around 50 Million People
- 39. TranslaKon • Don’t skimp on cheap translaKons. • We all love Chinglish • Poorly translated English
- 40. Reverse Chinglish • Poorly translated Chinese “Eat your fingers off”
- 41. Different Levels • Machine TranslaKon – Don’t do it. • Basic TranslaKon – Okay for providing informaKon. • Advanced TranslaKon – Understanding meaning and then recomposing.
- 42. Get Started • Get started now, before your compeKtors do. • This is only the beginning.
- 43. Thank You • Get in touch – Email: william@chinakey.com.au – Mobile: 0433 647 099 – LinkedIn: hPp://www.linkedin.com/in/williamxiaochen – TwiPer: hPp://www.twiPer.com/wealthforteens Promo Code: ChinaKey Get 10% off Kckets