CHINESE DIGITAL MARKETING Account Director Charmaine Wong, Think China
CHINESE-SPEAKING POPULATION IN AUSTRALIA’S CAPITAL CITIES % of the population that speaks Chinese (Mandarin and Cantonese): Sydney Hurstville 49% Burwood 37% Haymarket 20% Melbourne Box Hill 23.5% City 11.4% Brisbane 22.3% Robertson 22.2% Macgregor 21.3% 2
CHINESE DIGITAL CHANNELS Chinese Digital Landscape 3
USE THE SAME CHANNELS AS YOUR CHINESE-SPEAKING AUDIENCE % Who access news and information from Platforms used to access news and English-language media in Australia information Friends' posts on social Never 9,1% 11,2% media Seldom 29,4% Facebook, Twitter 9,8% Websites of news Sometimes 36,8% 20,8% organisations Always 22,6% WeChat Official Accounts 60,3% *https://ozchinamedia.org/publications/ 4
WECHAT AS A CHINESE DIGITAL TOOL 1.1 billion+ monthly active users • Movie Ticket Find Users Nearby Free Calls Social Networking since 2011. Approx. 3 million+ WeChat users in • $ Australia.* Mobile Payment Order Taxi Vote/Polls Free Voice Message Most popular social channel in China, • 79% market penetration. # ¥ Shopping Free Messaging Red Pockets Step Tracker * https://www.sbs.com.au/language/english/who-are-the- australians-that-are-using-china-s-wechat / # https://www.businessofapps.com/data/wechat-statistics/ 5
AGNSW: MEDIA & INFLUENCER EVENT WeChat Newspaper Weibo News App Radio News Website WeChat Media KOL Moments 6
KEY CHINESE AUDIENCE SEGMENTS INFLUENCE DECISION-MAKING Parents Parents Parents Students Working Professionals Families with Kids Migrants Families with Kids 7
SETTING UP YOUR OWN CHINESE SOCIAL CHANNELS 8
CUSTOMISING YOUR CONTENT FOR A CHINESE AUDIENCE 1 2 3 4 Product Culturally Appropriate Interpreted Theme 9
ARMANI VOUCHER CENTRE, KIEHL’S GAME, YSL DIGITAL MEMBERSHIP 10
LANCOME’S ‘SHAKE’ CAMPAIGN 11
TOP 4 TIPS TO TAKE AWAY 1.Use the channels that Chinese audiences use. 2. Setting up Chinese channels is a long-term strategy. 3. Target audience segments to influence decision-making. 4. Customise your content for Chinese audiences. 12
CONNECT WITH CHINESE CONSUMERS Offices: Sydney, Hong Kong and Qingdao Benjamin Sun O ff ice Address O ff ice Address Call to speak with one of us om.au ben@thinkchina.com.au Shanghai, Qingdao and Sydney Shanghai, Qingdao and Sydney Email Us: charmaine@thinkchina.com or enquiry@thinkchina.com.au +61 2 9098 5087 om.au www.thinkchina.com.au
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