Friday 22 July 2022 – ACBC Victoria was delighted to partner with Global Victoria to invite Mark Tanner, Managing Director of China Skinny for a China briefing lunch, attended by a high-level group of businesses leading Victoria’s consumer goods trade with China.
Mark’s renown market intelligence and thought-provoking projections were valuable at a time when business travel to China remains difficult.
He highlighted Aus & NZ brands that had made a significant impact in the China market including Eaoron, Red Seal and Devondale. These brands skillfully meld their antipodean brand heritage with highly researched, localised marketing methods and diverse product lines.
Now more than ever, considerable effort and research is required to succeed in the China market as domestic Chinese brands continue to claim market share in product categories dominated by foreign brands.
Brands with a diverse and adaptable marketing strategy, utilising China’s unique e-commerce ‘hot’ channels such as live streaming, daigou and brand collaborations must be leveraged to continue to find success. These are important to build awareness and trial, but aim to use them with a view to transition from paid media to owned and earned media.
Mark summed up by emphasising that Australia is still seen as an aspirational country of origin by many Chinese consumers. Brands should incorporate what makes them special, their Australian origin, but make it relevant and resonant by playing to localised needs and strategies with well-researched and targeted marketing.
A lively discussion, Q&A and valuable networking followed Mark’s presentation. We would like to thank Jesse White from Global Victoria for organising this breifing and look forward to providing future roundtables from China market experts such as Mark.