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CHINESE DIGITAL MARKETING
Account Director Charmaine Wong, Think China
CHINESE-SPEAKING POPULATION IN AUSTRALIA’S CAPITAL CITIES
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CHINESE DIGITAL MARKETING Account Director Charmaine Wong, Think - - PowerPoint PPT Presentation
CHINESE DIGITAL MARKETING Account Director Charmaine Wong, Think - - PowerPoint PPT Presentation
CHINESE DIGITAL MARKETING Account Director Charmaine Wong, Think China CHINESE-SPEAKING POPULATION IN AUSTRALIAS CAPITAL CITIES % of the population that speaks Chinese (Mandarin and Cantonese): Sydney Hurstville 49% Burwood 37%
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CHINESE DIGITAL CHANNELS
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Chinese Digital Landscape
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USE THE SAME CHANNELS AS YOUR CHINESE-SPEAKING AUDIENCE
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*https://ozchinamedia.org/publications/
22,6% 36,8% 29,4% 11,2% Always Sometimes Seldom Never
% Who access news and information from English-language media in Australia Platforms used to access news and information
60,3% 20,8% 9,8% 9,1% WeChat Official Accounts Websites of news
- rganisations
Facebook, Twitter Friends' posts on social media
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WECHAT AS A CHINESE DIGITAL TOOL
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Movie Ticket Find Users Nearby Free Calls Social Networking Mobile Payment Order Taxi Vote/Polls Free Voice Message Shopping Free Messaging Red Pockets Step Tracker
¥
$
- 1.1 billion+ monthly active users
since 2011.
- Approx. 3 million+ WeChat users in
Australia.*
- Most popular social channel in China,
79% market penetration.#
*https://www.sbs.com.au/language/english/who-are-the- australians-that-are-using-china-s-wechat/ #https://www.businessofapps.com/data/wechat-statistics/
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AGNSW: MEDIA & INFLUENCER EVENT
6 Weibo WeChat KOL Moments WeChat Media News App Radio Newspaper News Website
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KEY CHINESE AUDIENCE SEGMENTS INFLUENCE DECISION-MAKING
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Students Migrants Parents Parents Families with Kids Working Professionals Parents Families with Kids
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SETTING UP YOUR OWN CHINESE SOCIAL CHANNELS
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CUSTOMISING YOUR CONTENT FOR A CHINESE AUDIENCE
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1 2 3
Product Theme Culturally Appropriate
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Interpreted
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ARMANI VOUCHER CENTRE, KIEHL’S GAME, YSL DIGITAL MEMBERSHIP
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LANCOME’S ‘SHAKE’ CAMPAIGN
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TOP 4 TIPS TO TAKE AWAY
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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.
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ben@thinkchina.com.au www.thinkchina.com.au
Call to speak with one of us
+61 2 9098 5087
Office Address Benjamin Sun
Shanghai, Qingdao and Sydney
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