Our Head of Agency Sales for SEA & Europe Darren Jacobs joined Mumbrella’s Retail Marketing Summit held on February 28, 2018 in Sydney as a panel speaker on ‘Breaking Borders: How to Connect with a Billion Customers in China’. Below are the key highlights of his sharing:
“It is important to get the basics right when speaking to the Chinese – even things like simplified Chinese creative and landing page is often ignored.”
“It also helps a lot to gain a deeper understanding of the market place – knowing the landscape fragmentation and what channels fit where, as well as knowing there is MORE than BAT (i.e. Baidu, Alibaba and Tencent). For instance, Toutiao is actually a very prominent news app in China.”
“From a retailer’s point of view, understanding the key seasonality trends is crucial. Everyone knows about the Chinese New Year and the October Golden Week; but actually the summer holiday has already become another favorite season for outbound travel among the Chinese people, as proven by only a 3% less in inbound Chinese travelers in Australia during July and August compared to the Chinese New Year season.”
Would love to have a talk to Darren? Drop him a note on email@example.com.