A presentation on the latest marketing and communication trends in China. You can also a recording of our webinar here - https://youtu.be/EK9SHfxCfBw

1. WHAT’S HOTIN
CHINA

2. CULTURE CREATIVE FUTURE TRENDS
1) Highlight our common goals
2) Think macro to micro
3) Talk their language
4) Guanxi first, business later
5) Read the signs
6) Marks matter
7) Be authentic
8) Mind your manners
9) Follow us on WeChat
10) Cultural appropriation

3. CULTURE

4. 01 When examining a picture, a western eye may see the
deer before the forest, while a Chinese reader, steeped
in eastern philosophy, may consider the complex
harmony of nature. Your corporate communications
should also consider the balance between personal
need and shared benefit.
HIGHLIGHT OUR
COMMON GOALS

7. 02
THINK MACRO
TO MICRO
Chinese culture places the collective before the
individual. Addresses are written province, city,
district, block and gate number. Chinese put surnames
first, and the year before the month and date. So think
about the big picture first.

9. 03 Chinese people are increasingly well-travelled, global
citizens. However when it’s time to talk business on
their turf, get yourself a specialist translator who
understands your business and can potentially spot
important communication nuances of which you may
be unaware.
TALK THEIR
LANGUAGE

10. Deluxe-Wanda partnership offers huge benefits
ANOPPORTUNITYFORGLOBALCOLLABORATION
开始 START
DELUXE 商业信息 • 请勿外传
DELUXE BUSINESS IN CONFIDENCE • DO NOT CIRCULATE
Deluxe acknowledges that Wanda Group is one of the world’s
leading vertically integrated cultural conglomerates. With a
rich heritage of creating, delivering and managing content in
partnership with all major and independent Hollywood studios,
Deluxe believes it can be a valuable business partner for Wanda.
It can contribute to Wanda’s continuing expansion and further
global success by supporting its screen production end-to-end
and throughout its lifecycle.
To this end, Deluxe offers the following initial suggestions for
discussion:
Deluxe creative services
at Qingdao Studios
Management of Wanda’s
theatrical (cinema) content
Localisation, delivery and
management of Wanda’s broadcast
and home entertainment library
Deluxe认识到，万达集团是世界上领先的纵向一体化的文化企业
集团。Deluxe在与好莱坞各主要及独立的电影公司在创作、传送和内
容管理等各个领域，有着长久丰富的合作传统。因此，Deluxe相信自
己可以成为万达极有价值的商业伙伴。 通过提供对影视制作全过程及
产品整个生命周期的支持，Deluxe可以为万达的持续扩展及全球范围
的进一步成功作出贡献。
因此，Deluxe提出下列初步建议，以供双方讨论：
PROPOSAL
为 为 为
1 2 3
PROPOSAL WHY DELUXE TECHNOLOGY LEADER NEXT STEPS NEXT PAGEPREVIOUS PAGE 1
DELUXE 商业信息 • 请勿外传
DELUXE BUSINESS IN CONFIDENCE • DO NOT CIRCULATE
Deluxe operates across four continents, has over 20 business
divisions in 75 locations and employs a team of towards 6,000.
Deluxe operates a robust technology network across its sites,
providing fast, seamless and secure interconnectivity. It delivers
close to a million minutes of translated content and translates
to over 60 languages each month. It creates over 60,000
files a month for Netflix, Amazon and iTunes with 50% of all
entertainment on iTunes sourced from Deluxe. Its companies
move and transfer over 1.4 petabytes of data per month and its
facilities have over 100 petabytes of data storage.
Deluxe业务横跨四大洲，通过20多家公司布局全球75个地区，在册员
工近6000。
各地强有力的技术支持网络，正是Deluxe快速、无缝、可靠、互联
服务的保证。我们每月提供近百万分钟、60多种语言的翻译内容；
我们每月为Netflix, 亚马逊和iTunes创建的文档超过6万份；iTunes上
50%的娱乐资源来自Deluxe。Deluxe旗下各公司每月传送和转送的数
据超过1.4 PB，而我们的数据储存能量更高达100 PB。
20business divisions4continents 6,000employees75locations
GLOBALREACH
PROPOSAL WHY DELUXE TECHNOLOGY LEADER NEXT STEPS NEXT PAGEPREVIOUS PAGE 8
DELUXE 商业信息 • 请勿外传
DELUXE BUSINESS IN CONFIDENCE • DO NOT CIRCULATE
Deluxe理解，万达集团通过其青岛东方影都影视产业园区为国际国内
重要的剧情片制作提供服务。就像摄影棚设计领域的佼佼者松林制片
厂一样，Deluxe在顶级创意服务设施的设计、建造、管理上，也是行
业公认的领袖。Deluxe坚信，以它独特的专业知识和在影视业的长期
关系，可以为万达提供重要的竞争优势。
Deluxe understands that Wanda Group will be servicing major
international and local features through its Qingdao Studios. Just
as Pinewood is a leader in its field of studio design, Deluxe is a
recognised leader in its speciality: the design, construction and
management of the highest-quality creative services facilities.
Deluxe strongly believes it can provide Wanda with significant
competitive advantage through its unique expertise and long-
standing studio relationships.
DELUXE CREATIVE
SERVICES AT
QINGDAO STUDIOS
为
PROPOSAL WHY DELUXE TECHNOLOGY LEADER NEXT STEPS NEXT PAGEPREVIOUS PAGE 2

11. FOOD

12. LOUD

13. 04 Be patient with Chinese companies. Good things
come to those who wait, but only once trust has been
established.
GUANXI FIRST,
BUSINESS LATER

15. CREATIVE

16. 0405
READ
THE SIGNS
Chinese design is rich with symbolism. Numbers have
meaning. Colours have meaning. A single brush stroke
can convey a lifetime of feeling. So ask a local expert to
consider the hidden meaning of every element of your
communication carefully.
wood forest large forest
LONG LASTING
PERFECT
LUCKY
MAKE A FORTUNE
DEATH
numbers colours
JOY / WEALTH / CELEBRATION /
PROSPERITY / LONG LIFE / BLOOMING
EMPEROR / ROYALTY /
HAPPY / GOOD FAITH
WEALTH / METAL
DEATH / DARKNESS / GORY
PURENESS / COURAGE / SADNESS

17. OPENING CEREMONY
08.08.2008
FORTUNE
NUM8ER

18. 2013
BUDGET
BOOK
BRIGHT FOOD
GROUP HOLDINGS PTY LTD
CONFIDENTIAL光明食品集团控股
BRIGHT FOOD
GROUP HOLDINGS PTY LTD
2015年预算表
光明食品集团控股
BRIGHT FOOD
GROUP HOLDINGS PTY LTD
CONFIDENTIAL
201 年预算表
CONFIDENTIAL光明食品
BRIGHT FOOD GLOBAL
DISTRIBUTION COMPANY LIMITED
76.3%
74.8%
69%
83%
%
%
香港
日本
新加坡
中国中国
23.7%
25.2%
31%
17%香港
日本
新加坡
中国中国
2,425.7 2,481.0 2,532.6
9,757.3 9,807.0 9,735.5 9,709.5 9,605.6
2,367.22,305.6
日本
新加坡
FINANCIAL

20. 06 Thinking of creating a Chinese version of your logo?
Chinese characters are pictograms that often reflect
their natural origins. So consider their meaning and
sounds beyond their literal translation.
Above: The Chinese pronunciation of ‘Kerker Kerler’
means ‘tastes good’, while Ikea and Carrefour have manipulated
the pictograms of their logo to reflect their business purpose.
MARKS
MATTER

21. BE AUTHENTIC
Show your respect for your host’s success.
Acknowledge their customs and hospitality, but remain
authentic to your own roots. Many brands have failed to
‘look Chinese’ when their own national heritage would
play just fine.
07
Looking Chinese
Respectfully local Authentically Australian

22. 年
年
华人朋友深谙自然养生。蜂蜜，由于它众所周知的健康益处，
一直被奉为“上品”，而MGOTM
纯天然麦卢卡蜂蜜，更是其
中的上上之选。
新西兰村落稀疏的丘陵，正是麦卢卡茶树的家园。特有的树
种、独特的土壤、合适的气候，原生物质 Methylglyocal
甲基乙二醛得以孕育；天地精气灌输，更兼洁净雨露滋润；
本土蜜蜂吮汁成蜜，乃得精华。
MGOTM
纯天然麦卢卡蜂蜜
科学是品质的支撑。新西兰蜜纽康率先采用MGOTM
纯天然麦
卢卡蜂蜜科学标定方法，获得政府批准，殊荣有加，遂成行业
标杆。
蜜纽康始终坚持消费者对精致品质的严格要求，精选新西兰原
产纯天然麦卢卡蜂蜜，精益求精，坚持原产原封，回馈消费者钟
爱。请认准蜜纽康及MGOTM
麦卢卡蜂蜜的标识。
蜜纽康祝愿各位华人朋友新年吉祥！常用蜜纽康MGOTM
纯天
然麦卢卡蜂蜜，滋润生活、生机勃勃！
MGOTM
MGOTM
30+
MGOTM
100+ MGOTM
250+ MGOTM
400+ MGOTM
550+
30 公 100 公 250 公 400 公 550 公
100%
PURE NZ
MGOTM
www.manukahealth.co.nz
馈
友
奉
亲
滴
滴
在
心
蜜纽康
蜜纽康WeChat
HEALTHCARE

23. TOURISM

24. EDUCATION

25. FOOD

26. 08 Formalities and ceremony are still observed by many
people. So don’t call your elders by their first name,
be prepared for a time-consuming lunch and put some
thought into your corporate gifts.
MIND YOUR
MANNERS

28. CONFIDENTIAL
光明食品集团控股
BRIGHT FOOD
GROUP HOLDINGS PTY LTD
CHINA & ASIAN MARKETS
DEVELOPMENT AND
REGIONAL EXPANSION
MASTER PLAN 中国与亚洲的市场发展与区域扩展的总计划
CONFIDENTIAL
光明食品集团控股
BRIGHT FOOD
GROUP HOLDINGS PTY LTD
中国与亚洲
的市场发展与区域 扩展
的总计划 CHINA & ASIAN MARKETS DEVELOPMENT
AND REGIONAL EXPANSION MASTER PLAN
1
2
3
5
11
28
19
23
楚
河
漢
界
服
的 亚洲
的 与
服 的 市场的
• 中国
• 中
• 新 国
香港
BANNERS

29. FUTURE TRENDS

30. 09
FOLLOW US
ON WECHAT
The sophistication, prominence and adoption of
Chinese social media and e-commerce far exceeds
our usage in the West. Embrace the opportunities
that QQ, WeChat, Weibo and a multitude of other
platforms can bring to your business.
Monthly active users
Source: linkinfluence.com
850+
million
600+
million
287+
million 200+
million

31. SKYPE
YOUTUBE
WHATSAPP
UBER FACEBOOKAMAZON
TINDER
INVESTMENT SERVICES
GET YOUR LAUNDRY
PICKED UP BY STARTUP
IN-STORE PAYMENTS
ADD A BANK OR CREADIT CARD
SPLIT THE BILL
NEWS
CHARITY DONATION
GAMING REWARDS SEND LUCKY RED ENVELOPE
HAIL A CAB AND PAY FOR IT
DO SOME SHOWROOMING
ORDER WATER DELIVERY
BOOK A KARAOKE SESSION
SHARE REAL TIME LOCATION
MANAGE A PERSONAL WEALTH FUND
TRANSFER MONEY TO FRIENDS
HOSPITAL APPOINTMENT
INSTAGRAM

33. Happiness
is having
breakfast
with the ones
you love.
WeChat landing page of GBhui.com (广百荟)
Friendship,
growth and
following your
dreams.
Happy life is
being with
your family.

35. 0410
CULTURAL
APPROPRIATION
China’s economic influence is unquestionable. In the
years ahead, we should also expect to see it’s cultural
influence grow in ever more interesting ways. Brands as
diverse as Li-Ning, Huawei, Tsingtao, Alibaba or Bank of
China may usurp their American rivals, not just in terms
of price, but also quality and desirability.

37. EVOLVING MARKETS
China is not the China of twenty years ago. Tradition
remains but cross-cultural influence is everywhere,
particularly in Tier 1 cities such as Beijing, Shanghai,
Guangzhou. So don’t be afraid to try something new and
move the conversation forward.
WRAP-UP

39. THANK YOU
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