promoting australia through chinese social media
TRANSCRIPT
CHINESE ONLINE MARKET IS VAST
642 million Internet users46% penetration rate
1.2 billion mobile users91% penetration rate
www.internetlivestats.com
22% of World Internet Users | estimated market size $300 million
CHINESE CONSUMER & SOCIAL MEDIA BEHAVIOURS
EMOTIONAL+
expression
trust peers over
brands
nichebrands
loyalty
VIP
opinion
355 438
355 millionactive monthly users
65% users check weiboafter meals
438 millionactive monthly users
74% users check wechat after meals
BROAD CAST PLATFORMCelebrity presence driven popularityBrands distribute well-timed contentBacked by AlibabaUse it to publicise company news
1:1 PLATFORMIncredible functionalityFacebook like timeline ‘moments’In App payment modelUse it to engage with customers
SINGLES DAY (11/11) IS LARGEST SHOPPING DAY WORLDWIDE 20 MINS = 1 BILLION YUAN
Last Spring Festival 5 million users sent 20 millionred envelopes
& ‘binded’ their bank accounts to
QR CODES = SWAPPING INFORMATION / OFFERS & BRAND REWARDS
QR CODES = SWAPPING INFORMATION / OFFERS & BRAND REWARDS
Enterprise accounts on
WeChat require registered office in China but offer
incredible opportunities to
enage with Chinese
consumers of products services
and tourism