Promoting australia through chinese social media

KARYN LANTHOISMarketing Manager, ACDC

Chinese Social Media - Weibo vs Weixin

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

53%CHINAURBAN

CHINESE CONSUMER & SOCIAL MEDIA BEHAVIOURS

EMOTIONAL+

expression

trust peers over

brands

nichebrands

loyalty

VIP

opinion

WHO ARE THE MOST IMPORTANT?

WEIBO VS WECHAT

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

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

WeChat

QR CODES = SWAPPING INFORMATION / OFFERS & BRAND REWARDS

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

exposure productsservices

feedback VIPrewards

WeChat channel

will engage 1 on 1

with VIP

ambassadors

who will be

asked to provide

feedback,

receive exclusive

samples and

participate in

offers

more info &EOI

tacdc.com.au