Marketing in China is a an altogether different beast. What's perception and what is reality? This presentation was part of a King & Wood Malleson event for the Australia China Business Council.
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In the West we had to learn
“social ettiquette” – in
China that’s the way it has
always been done
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About one third of users in
China, Hong Kong and
Singapore watch online
video every day. In Hong
Kong, watching video on a
computer or mobile in the
evening (26%) is more
common than watching TV
(14%).
-- Jeff Bercovici, Forbes
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THREE FACTORS
Digital
traditionalism
Rural-
urban
migration
LonelinessDistrust
Rural-urban migration is
giving rise to a new
traditionalism
The “one child
generation”
Government
controlled media
is not trusted
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In Chinese culture gifting is all about exchange. When you
receive something from others, you want to give something
back in return. When I send a red envelope to my friends, they
send me one in return immediately. It is akin to a greeting, like
asking: “how are you?” You are expected to ask the same
question back.
-- @Meg_Zeng
http://bit.ly/1PENyhU
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DIGITISING TRADITION
In 2014, 40 million virtual
red envelopes were sent via
WeChat
In 2015, Alipay send 240
million.
And WeChat topped 1 billion
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Victoria Song
has over 16.5
million
followers on
Weibo alone
KOLs
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http://bit.ly/1PFBk8L
DOES HAVING
A LOT OF
FANS MAKE
YOU AN
INFLUENCER?
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FOUR As of TRUST
A BILITY
Only write about and discuss topics
where you have competence and
ability to deliver on your promises.
A UTHORITY
Do you have expertise in the subject
matter? Are you recognised in your
industry? Do you have the gravitas
to tell the story?
A DVISE
Can you take the lead in
communicating with your
audience? Influence action through
clear direction.
A CCOUNTABILITY
Take responsibility for outcomes
(good and bad). Be clear in your
communications and transparent in
disclosing your interests.