Developing Your Digital Marketing Strategy for China

Dandan Cheng, presenting at the ACSME Roundtable, 29 May 2018

Dandan Cheng, presenting at the ACSME Roundtable, 29 May 2018

Guest Speaker: Dandan Cheng

  • COO from Sinorbis (a digital marketing agency based in Sydney)

  • Lives in Shanghai

  • Focuses on cross-border business and trade, especially e-commerce

  • Facilitates international teams and clients to tap into China (build websites, WeChat accounts, SEO optimisation)

  • Sinorbis has mainly B2C clients, including: UNSW, TAFE, Nature’s Way, MOELIS, Sydney Airport, Galaxy, UTS,...

Developing Your Digital Marketing Strategy for China

China’s Digital Landscape

  • Due to China’s Great Firewall, most Western websites are completely locked out

  • 20% of the world’s Internet population lives in China

  • 40% of the online shopping volume (A$ 940 billion) -> China is the biggest e-commerce market in the world

  • 722 million Internet users -> 35 times more than in Australia

  • 65% Internet penetration rate -> Tremendous potential to grow

  • 98% access the Internet via mobile phone -> China is mobile-centered

Contribution to the Australian Economy

  • Contribution of $7.3 billion in the education sector

  • 1.3 million Chinese tourists

  • 122% increase of the search volume for Australian health supplements

Perception of Australia and Australian Brands

  • Australia itself is a very strong brand

  • Association with blue sky, healthy people and clean air

  • Natural, nutritious, safe

Comparison of the Australian and Chinese Ecosystem


*Each of them has a substantial user base, so don’t just focus on one

-> All different companies to what we use in the West

-> It’s important to adapt to the Chinese ecosystem - from your website being searchable to leveraging it on Social Media; if it is not visible for Chinese, all your efforts are in vain


  • 1.1 billion individual users (772 million in Mainland China)

  • Great majority are Mandarin speakers

  • Users are very active and spend 30% of their time on their mobile (35% spend more than four hours on WeChat)

  • Functions: Wallet & M-commerce, social interaction, location based sharing, communication, games and tickets

  • Number 1 mobile payment platform in China at the moment

  • Also widely adopted in business

Decision Making Journey

  • Awareness

    • Search vertical portals, forums

    • Browse WeChat posts, ads

    • Friends’ referrals

  • Consideration

    • Search and visit official website

    • Follow official Social Media accounts

    • Search and check reviews in portals and search engines

  • Action

    • Transact at official website or send enquiry

  • Advocate

    • Share their experience on Social Media

    • Refer friends

Dandan speaking at the Roundtable Email.jpg

Dandan’s Recommendations

  1. Be on the digital channels your Chinese consumers use

  2. Build your Chinese website - visible, adaptive, responsive

  • 94% of Australian websites built for China are invisible

  • 98% have poor or no localisation in China

  • 89% are not optimised for Chinese search engines so they can’t be found

  1. Leverage the power of search

  • 90% of Internet users are influenced by search

  • Search terms are usually life necessities and problem solving

  1. Promote your brand on WeChat

  • Link your Official Account to the official website

  • Publish content, acquire followers


David’s Insights from his China Visit

China from ground up 2018 Blog.jpg

China 2018: the view from ground level

I have just concluded a short visit to Guangzhou in China to meet with our local business partners and ....[CONTINUE READING]


The next ACSME Roundtable topic will be on the China International Imports Expo (‘CIIE’) on Tuesday 26th June 2018, and how SMEs can profit from this game changing event. Register now via the button below.

You can also sign up for ACSME Membership to receive priority tickets for future monthly Roundtables.