China Market Strategy Webinar Series: Session 1 – Marketing to Chinese Consumers

06 Jun 2020

If you are an export-ready NSW based business that is either interested in exporting to China, or already have some experience in working with China, we invite you to participate in these webinars. By participating with ACBC and the NSW Government, you will obtain new knowledge and skills to help you build your brand and achieve success in China.

The webinar series will also help you prepare for future online trade shows and showcase events in China.

Webinar Overview: Session 1 – Marketing to Chinese Consumers 

Chinese consumers’ needs and drivers often differ from those in Western markets. Many products will need to be re-positioned to achieve success in this market. This webinar will examine how to market to Chinese consumers with maximum impact by exploring:

  • Characteristics of China’s middle-class consumers
  • Psychology of Chinese consumers – and how to appeal to this
  • How to leverage Australia’s national brand
  • Modifying products for Chinese market
  • Use of Chinese language


Cost: Free. Registration is required.

Format: Webinar via Zoom. A link will be emailed to you prior to the event.

Further information:


Key Speaker

Kelly Li – Sussex Australasia 

Kelly Li has worked with a wide range of clients from Woolworths, Expedia, Sanitarium to ASUS, Air China, Fonterra, OFX and Bayer. She has lived and worked in China, the UK and Australia and has developed an in-depth and strategic understanding of the cultural and commercial forces driving the changes we are seeing now in the cross-border industry.

Kelly works for Sussex Australasia which is a strategic media planning and buying agency supercharged with in-house strategy, creative and production capabilities. Starting their journey in Sydney 29 years ago, Sussex has a deep understanding of the Australian media environment, as well as close connections with both Chinese and local brands. Sussex’s cross-border team has worked with brands in the financial services, fashion, dairy, healthcare/supplement and tourism industry.


Have questions about the NSW Going Global Trade Program or other export support measures? The NSW Government is launching a range of support measures for NSW businesses at each stage of their export journey. The package includes a range of financial and non-financial assistance, export capability-building and tailored engagement with our trade professionals in NSW and overseas.

Please visit or contact for more information.