Study: Aussies Urged To Tap Into China’s $8.6 Trillion Online Market
Sinorbis, an emerging digital leader helping Australian companies tap into China’s burgeoning online consumer population marked its launch in Sydney today with the release of a whitepaper exploring trends in Chinese online demand for Australian consumer goods.
The whitepaper – Stoking the Dragon: Unlocking China’s New Generation of Digital Consumers – examines China’s unique online ecosystem, its new generation of consumers, and the cultural and economic differences that have made it historically difficult for Australian and international businesses to operate effectively in China’s online environment.
According to the whitepaper, the opportunity for Australian businesses is staggering, with China’s private consumption rising dramatically – through rapid urbanisation, increasing affluence and the rise of e-commerce – and forecast to grow by another 50 per cent to reach $A8.6 trillion by 2020.
“Chinese consumers are increasingly looking internationally for premium goods and services and Australia is high on their radar, demonstrated by strong year-on-year increases in search volumes for Australian products,” said Nicolas Chu, CEO and co-founder of Sinorbis.
“This is a pivotal time for international businesses to position themselves to meet growing demand from China’s new generation of upper-middle class consumers. Many businesses baulk at doing business in China, but with the right knowledge and local expertise it can be as easy as doing business in Australia,” he said.
Exclusive data in the white paper from one of China’s largest search engines, Sogou, highlights four key industries that draw major Chinese interest: health foods and supplements, travel, real estate and education.
According to Mr Chu, these results demonstrate the strength of Australia’s brand in China, and highlight opportunities for Australian businesses to grow, particularly in education and tourism.
“Online searches for premium Australian health supplements, increased by 232 per cent in 2015. This was led by strong increases in search for Blackmores (+316%) and Bioglan (+179%),” continued Mr Chu.
“Our data also highlights an upward trend in demand for Australian higher education offerings, with year-on-year increases of 33 per cent in search volume for Australian tertiary courses. Research also shows Chinese students are being driven to Australia by the enriched experience on offer and the high ranking of Australia’s education institutions globally.“
Then whitepaper reveals key trends underpinning the opportunity for Australian firms:
- Health Foods and Supplements: Interest in Australian premium food and health related products is on the rise with Sogou data showing online searches for this category increased significantly in 2015. Searches for Australian and New Zealand health supplements increased 232 per cent compared with 2014 and milk products by 95 per cent.
- Travel: Australia remains one of the most popular destinations for Chinese travellers, with the number of searches for travel to Australia increasing by 201 per cent year on year in 2015, compared with 35 per cent for the US and 17 per cent for Europe.
· Real Estate: Chinese prefer Australia real estate, with the volume of searches in 2015 being 17 per cent higher than for the US, four times (417%) higher than Canada and eight times (830%) higher than the UK.
- Education: Australian universities are increasingly popular with Chinese students, with the volume of searches for universities in Australia rising by 33 per cent year on year in 2015, compared with 9 per cen tfor the US and 19 per cen tfor both the UK and New Zealand.
“Australian businesses that are not addressing this Chinese demand are missing out on a once-in-a-century opportunity. Even the simple step of optimising their website for a Chinese audience can provide immediate returns,” said Allen Qu, co-founder of Sinorbis and CEO of Netconcepts China.
According to Sinorbis, Australian suppliers need to recognise and embrace the cultural, technological and regulatory differences between the Chinese and Western online landscapes, and invest in local expertise if they are to successfully capitalise on this opportunity.
Since establishing operations in late 2015, Sinorbis has signed with prominent Australian businesses such as REA Group, the University of New South Wales, the University of Technology, Sydney, and the University of Tasmania.
Please login with linkedin to comment
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.