Presentation given at a Online Marketing Conference in Sydney

1. Unlock the Chinese Market in
Australia
William Chen – CEO China Key

2. My Background

3. 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!

4. This presentation
• Talk about the opportunities in China
• Why Australia is a great place to get your
China strategy started
• Some actionable next steps

5. Big Opportunity
• Big Country
• Big Population
• Big Economy
• Big Opportunity!

6. China’s Growth
19321932
20102010
19901990
Only 20 years ago!Only 20 years ago!

7. China is Rich
• 2.8 Million Millionaires
• 600 Billionaires
• 120 Million Affluent
Middle Class
– 200 Million by 2020

8. 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

9. 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

10. 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

11. Weibo vs Twitter
• Real world comparison
– Manchester United created their Twitter and
Weibo account in July 2013

12. WeChat
• Similar to WhatsApp
• 355+ Monthly Active
Users
• Very powerful
features
• Gaining popularity in
Australia

13. China loves E-Commerce
• 280 Million Online
Shoppers
• Overtaken the US with
the most online shoppers
in the world
• Spending $265 Billion
USD Annually

14. But China might be…
• Out of reach for some

15. Or maybe…
• It’s on the list…

16. Get Started Now

17. 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

18. 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

19. 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.

20. Raving Fans
• Best case scenario
– Chinese here Love Your
Product
– Share it across Social
Media
– Have their friends back
home begging for your
product!

21. Distance Brings People Closer

22. • Chinese people in Australia feel the same
– Living
– Studying
– Travelling

23. 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.

24. Chinese Tourist Growth
Source: Tourism and Transport Forum

25. 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

26. • 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

27. 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

28. Understanding the Chinese
• There are some key cultural differences
between Australians and Chinese
• What usually works might not work with
Chinese

29. 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

30. Next Steps
• So how do we get started?
1.Website
2.Social Media
3.Promotion

31. 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

32. Testimonials
• Testimonials and social proof very important
• Try to get Chinese testimonials, people your
customers can relate to.

37. Social Media
• Weibo should be an extension of any Social
Media Strategy

38. Normal Account

39. Enterprise Accounts

40. 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!

41. WeChat Accounts

42. WeChat Accounts

43. WeChat Accounts

44. Check your brand
• Chinese people might already be talking about
your business.
• They can become your ambassadors

45. Sydney Kings

46. • 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!

47. 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)

49. • Reached around
400,000 Users in
Australia
• 1,800 Followers

50. • Reached around 127,000
Users in Australia
• 729 Shares
• 73 Comments

51. Sponsored Weibo Posts
• Just like Sponsored Tweets
– Has Australian Targeting (Sydney or Melbourne)

52. Paid Promotions
• Banner ads on popular Chinese websites
– 500,000 to 1 million visitors a month on top
Australian-Chinese websites

53. 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

54. 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

55. Run Chinese Ads
• Run Chinese Ads on normal paid search
channels
• Facebook Ads
– Target Chinese language users
• Google Adwords
– Use Chinese keywords

56. Chinese Facebook Ads
• 600% increase in Click Through Rate
• 500% decrease in Cost Per Action

57. Example Campaign
• Chinese Employment Site
– Targeting 18-30 Years Olds
– Chinese Speakers
– Sydney / Melbourne
• Campaign ran for 6 months
– Spent $2,600

58. 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

59. Organic Promotions
• Creativity can beat Budget
• Beijing Storms & Durex
• Retweeted 45,000 Times
• 7,000 Comments
• Combined Reach of around 50
Million People

60. 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

61. Offline to Online
• Make use of QR code to enhance offline
campaigns
• Move them from offline to online

62. 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.
• Someone posting about a competitor, and then
someone else replied that our client is better.
Other ways
• Remarketing + Chinese = More Awesome
• Leverage your existing Chinese customers,
“follow our WeChat for a chance to win” -
“share photos on social media for 10% off next
time” etc

63. Translation
• Don’t skimp on cheap translations.
• We all love Chinglish
• Poorly translated English

64. Reverse Chinglish
• Poorly translated Chinese
“Eat your fingers off”

65. 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”

66. 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

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